The spot, which showed up yesterday during NASCAR's Pocono 400 event, promotes Twitter's new hashtag pages, Twitter Events, where businesses can buy a URL to promote their brand. NASCAR is the poster child for this service, with Twitter's debut television promo pointing other potential business partners to its hashtag page, https://twitter.com/hashtag/nascar, as you can see in the spot above. That move, say the tech bloggers like TechCrunch's Ryan Lawler, is to show other businesses the many advantages of partnering with Twitter. Beyond that, however, the ad, with its emotional music and very beyond happy NASCAR driver, is also aimed at the consumer, pushing us to its money-making endeavors.
With that same feel as Google's Chrome ads, Twitter's first spot puts a human face to the service. We see NASCAR racer Brad Keselowski giddy, presumably as he either gears up for, or has already won, a race, sharing "what he sees" with the world via Twitter. The final note of the ad leads us to that hashtag page, suggesting the commercial exists as an ad for that service. But, it also hits an emotional note with a regular user, making us want to check out that hashtag page. We want to see what he sees since he looks so elated. What's making him so happy? We imagine actual NASCAR fans are even more curious to know.
Unlike Facebook, which has no TV commercials by the way, Twitter has taken a different, less alienating approach to advertising and its advertisers. This spot lets businesses know that Twitter has a unique way to use its service to promote brands, while at the same time, it shows users how a Twitter Event page might prove useful rather than annoying. Heading over to NASCAR's events page, it looks like the service works as a more dynamic version of a hashtag. For someone interested in following all things related to NASCAR's Pocono 400, they can see photos, related tweets, and the top people related to that event. NASCAR gets a whole lot of brand promotion, but not at the expense of the user experience. In fact, as a curation hub, the advertisement enhances the experience for those interested in the event. When was the last time we could say an Internet commercial made user experience better?
This article is from the archive of our partner The Wire.