During the World Series opener this week, Twitter debuted its first television campaign. It introduces its new "Moments" feature, meant to curate (and slow down) its onslaught of information for followers into easily digestible subjects. But it looks like it left a lot of viewers confused.
The first spot in the campaign, "Post-Season," was everything but "digestible," displaying frenetic scene after scene of baseball-related tweets and imagery.
Created out of TBWA/Chiat/Day, the ad begins what according to the Verge is a major marketing push from Twitter to attract new users. The agency says more ads will be rolling out in the coming weeks. Back in 2012, Twitter had released a one-off ad that aired on TNT during its NASCAR coverage.
Outlets from BBC to Engadget reported on how confusing the "Post-Season" spot was, especially given the audience of sports fans, who may not exactly be the most avid users of the platform.
Engadget's Richard Lawler, for example, wrote, "I felt more confused than ever about Twitter's purpose after watching the 30-second spot, but maybe the intended audience will have a different reaction."
Re/Code's Kurt Wagner explained it might be fine for Twitter vets used to streams of ever-changing content, but for newbies, or the audience the commercial likely targeted, "you probably had no idea what was going on."
Meanwhile, Berlin School of Creative Leadership digital entrepreneur George Nimeh told the BBC, "I think Twitter's fundamental problem is they've never been able to very simply and succinctly explain to people who are not familiar with Twitter what it is -- and this particular ad this commercial does nothing to help."