Yesterday Twitter announced and began rolling out a major redesign (which we like a lot). Along with the redesign, it also introduced brand pages. From the marketing people with whom I interact, I’ve heard one of two reactions:
1. ACK! Yet another platform for me to have to manage a brand page!! I can’t keep up!!!!
Relax. While the company has not revealed much detail about the pages, they have launched on 21 different brand’s Twitter accounts. If your brand is already using Twitter to engage customers and promote its content, it looks like this isn’t going to mean more than a redesign to take advantage of the brand pages’ new look and feel. Then just keep doing what you’re already doing.
2. Hmmm… interesting. What are the possiblities?
To answer this question, we took a look at the brand pages of each of the 21 launch partners. According to Mashable, these are American Express, Best Buy, Bing, Chevrolet, Coca-Cola, Dell, Disney, General Electric, Hewlett-Packard, Intel, JetBlue, Kia, McDonald’s, Nike, PepsiCo, Staples, Verizon Wireless, NYSE Euronext, Heineken, Subway and Paramount Pictures. We did not find a brand page for Nike, so we’re basing this post on the 20 that did launch.
Here’s what brand pages get: from a design standpoint, there’s a prominent header, with a leaderboard-like graphical bar underneath the “masthead” area that can be completely customized. If you run a Promoted Tweet, that tweet will appear at the top of the brand page, right under the header area. If the Promoted Tweet includes a video or other embeddable media, it will be open when the user first opens the page.
Of the 20 brand pages we reviewed, the majority focus on campaigns designed to engage the user. Six of them use the new design for branding or product promotions, and five are pushing deals and special offers, especially around the holidays.
Here’s a complete rundown on how the first 20 brands to use brand pages have chosen to use them, with images of each brand page below the chart.
Let us know what you think — which brand does the best job of leveraging the new design?
|Brand||Twitter name||Design||Focus of Promoted Tweet, if applicable|
|American Express||@americanexpress||simple branding design||video: holiday deals tied to its Foursquare integration|
|Best Buy||@BestBuy||promoting holiday pricing||video: holiday deals|
|Bing||@bing||holiday branding message||tweet offering 1-month Hulu Plus subscription|
|Chevrolet||@chevrolet||branding message focused on the Chevy100 campaign||tweet focused on the Chevy100 campaign & asking users to engage|
|Coca-Cola||@CocaCola||branding design, including links for its Facebook, YouTube and Flickr pages||tweet promoting the #secret campaign|
|Dell||@Dell||branding, photos of Dell Twitter team||video: new Twitter profile design|
|General Electric||@GE||focus on driving users to ge.com web site||video: user engagement campaign|
|HP||@HP||#myHP engagement campaign||photo: #myHP engagement campaign|
|Heineken||@Heineken||future campaign teaser||photo: design #yourfuturebottle campaign|
|Intel||@intel||branding, links to Facebook and other sites||video: unboxing an Ultrabook|
|JetBlue||@JetBlue||branding||video: JetBlue CEO|
|Kia||@Kia||branding/products; links to Facebook, YouTube, and web site||—|
|McDonald’s||@mcdonalds||branding||tweet: user engagement|
|NYSE Euronext||@NYSE_Euronext||branding||video: hot new tech companies|
|Paramount Pictures||@ParamountPics||banner promoting new film||video: interview with director of new film|
|PepsiCo||@pepsi||branding||tweet promoting a Twitter chat #pepsitheflow|
|Staples||@staples||promotion: Tech-a-Day giveaway||video: Staples mobile app|
|Subway||@subway||product promotion||video: product promotion|
|Verizon Wireless||@VerizonWireless||holiday deals||photo: holiday deals offer|