Twitter will test its latest “Buy” button in a real-world with its first holiday promotion.
Starting Thursday, AMC Theatres will offer a $30 gift card via its Twitter account, which has more than 251,000 followers, and Promoted Tweets. Those who click the tweet with the Buy button will be led to a landing page where they can enter credit card information. After purchase, the card will be mailed to their home (or the home of the recipient, if it’s a gift) within five to seven days. Moreover, buyers will also receive a voucher for free popcorn at the theatres if they purchase the gift card.
Twitter’s Buy button (which was initially called “Buy Now”) first launched in June with a promo for online shopping site Fancy. Twitter officially announced the button in September with offers from Burberry and The Home Depot to artists like Ryan Adams and Megadeth. For the venture, Twitter partnered with Stripe, an online payments service.
Twitter that has struggled with moderate user growth since 2013 has mobilised all of its efforts to monetize the service to the fullest by offering more and better targeting for advertisers. Now, with the new buy button available, eCommerce section is going to utilise Twitter to reach more customers as well.
Meanwhile, Facebook has announced its Buy button in June to help businesses drive sales through the News Feed and on their Facebook Pages. A Facebook representative declined to say whether the company has any holiday promotions planned that can be used simultaneously with the button.