I saw my first television commercial with a Twitter call to action in lieu of a phone number or corporate website. Best Buy had a commercial on National Geographic where they had the url Twitter.com/twelpforce across the screen for the length of the commercial. As a direct marketer, I don’t really like this idea for a few reasons:
1) Unless they have a special deal with Twitter, they can’t track the results (how many people visited the page)
2) They are building Twitter’s brand, not Best Buy’s brand
3) It’s difficult to remember the url, and if a visitor typos it, they get a Twitter error message, not a Best Buy 404
4) Not everyone knows Twitter – presumably much less than people who know Best Buy
5) Many people that know Twitter don’t use it
6) Could lead to a very short and annoying user experience if visitor is not familiar with Twitter
IMO, if Best Buy wants to encourage people to visit or befriend its Twitter account, they could have sent people to Best Buy’s website with a backslash for Twitter. They could explain why people should use Twitter and why they should follow Best Buy on Twitter. For people who don’t use Twitter, this would be a nice lesson about what Twitter is and a real world example of the power of Twitter.
With this call to action, if someone who is unfamiliar with Twitter visits the site, they might leave unsatisfied, whereas if they visited the Best Buy website, they could at least navigate to other Best Buy pages. The irony of the situation is that Best Buy has a call to action on its Twelpforce page, encouraging Twitter visitors to visit BestBuy.com/Twelpforce – ironic, no?
At least had they sent people to the Best Buy website initially, they could track the number of people who typed it in when the commercial aired and could further track the customer experience on their site. By sending the visitors directly to Twitter, they can’t track the visitors or the return on their investment.