Twitter Launches Advertiser-Driven Deal Platform

In order to offer advertisers more value from their Twitter campaigns, the social networking site recently opened up a new feed called @earlybird. The feed allows businesses to promote special deals exclusively to Twitter users.

The key to the new platform is that it is an organic extension of Twitter, taking advantage of the conversational nature of the social site. Twitter’s chief operating officer Dick Costolo told AdWeek the site often acts as a starting point for viral news and a good deal can be a piece of news in itself.

Right now, Twitter is partnering with a small number of large brands, such as Disney, the Gilt Groupe and Groupon, but it hopes to be working with hundreds by the end of the year. Additionally, it may add regional deals and begin working with smaller companies in the future.

Disney was the first company to be featured on @earlybird. It offered Twitter users a two-for-one ticket sale for the recently released The Sorcerer’s Apprentice.

Twitter’s new feed gives businesses added value to social media marketing campaigns. According to a recent ZenithOptimedia report, social media ad spend is on the rise in the United States, set to grow by more than 20 percent.