Head over to paywithatweet.com, and youâll find an intriguing new social commerce model â where you can buy digital goods (music, software, ebooks, videos etc) and pay for them simply by tweeting them. It works like this; you simply click on the âPay with a Tweetâ button, are asked to login to Twitter (or Facebook), edit the proposed tweet/wall message â and click the download button â whilst your message is syndicated across your social graph. Simple.
Pay with a Tweet is billed as a âsocial payments systemâ designed to create viral buzz for content creators and marketers alike who want to promote themselves, their brand, product or service.
Itâs an interesting model, and one that is set up and run out of Hamburg/New York by the creative duo at Innovative Thunder (@innothunder) – Leif Abraham and Christian Behrendt, of BestBuyâs much lauded Twitter-based Twelpforce fame (Pay with a Tweet app developer is John Tubert).
To launch the service, French electro pop band âThe Teenagersâ (breakthrough track âHomecomingâ â a French tongue-in-cheek take on American sexuality), have released their new single âMade ofâ from their upcoming album exclusively with Pay with a Tweet (video below of the band wooing tweets).
And if electropop is not your thing – you can buy Innovative Thunderâs ebook on digital business for a Tweet (16,000 downloads on the first day).
The logic behind Pay with a Tweet is compelling; the same logic that has spawned a successful sub-industry in PR where editors, reviewers, celebrities and journalists are sent swag bags for free in return for (hopefully) positive words. Sometimes word of mouth â particularly at product launch â is worth more that the product itself.
Pay with a Tweet is free and simple to use; vendors create a Pay with a Tweet button using a simple form on the appâs site, entering their Twitter account, desired message to be re-tweeted, and the link to a digital download. Then just copy and paste the button code to the web, push the button â and let viral tweeting take over.
Pay with a Tweet is barebones, and feels like a beta version of something much bigger â we think this or a similar social payments model could evolve in to a powerful word of mouth marketing platform for brands, bands and content producers. For example, Pay with a Tweet could be used to download not only promotional content, but also links/codes/coupons to exclusive promotions/previews/or even live events such as fashion shows.
Similarly, by auto-embedding the Pay with a Tweet buy button in a Google/Facebook ad â you could create a truly viral promotion. Another option would be to flip the process, so people do pay for digital downloads, but are then reimbursed for a Wall/Twitter review that reaches x number of people. (A simple mechanism could be added to the platform so if the review is negative it gets shuttled privately back to the sponsoring brand for âinsightâ rather than shouted out on Twitter). Likewise, by teaming up with a sampling company â Pay with a Tweet could offer a viral sampling service; Tweet and get the sample delivered to your door.
As Pay With a Tweet evolves, we think itâll have to be beefed up to host digital downloads (with virus scanning) onsite, offer a decent analytics dashboard, and propose a premium paid-for service (perhaps where the promoted tweet canât be edited so tweets go out âon-brandâ). Expect a Facebook âPay with a Likeâ service to appear soon (the service already uses the retired but not quite dead yet Facebook Connect).
In the meantime, Innovative Thunder suggest their fledgling social payments platform can be used by;
- DJâs: Sell your latest mix for a Tweet to promote your next show or just to bring more people to your website.
- Other music artists: Sell your new single or music video for a Tweet in order to promote your new album or tour.
- Journalists and Publishers: Sell your leading article for a Tweet to promote your magazine, newspaper or charged online service.
- Authors: Sell a teaser version of your book with a Tweet to boost your sales.
- Consumer Brands: Sell your latest commercial for a Tweet and make it go viral.
- Creatives: Sell the access to your portfolio for a Tweet and increase your degree of popularity.
- Business Professionals and Scientists: Sell your master thesis, study, paper or presentation for a Tweet and increase your popularity in your special field.
- Service Provider: Sell a basic version of your service for a Tweet and bring more people to your website where they can learn about the benefits of your charged premium service.
- Film Directors and Entertainment Companies: Sell the trailer for your upcoming movie for a Tweet and maximize the viral momentum of your marketing campaign.
The Teenagers Promoting their âBuy with a Tweetâ Track on YouTube
Working with Bauer Media for the launch of their new members-only, e-commerce fashion site Cocosa http://www.cocosa.com, we proposed and implemented a blogger campaign to create buzz around the launch, drive sales and acquire members.
The campaign strategy focussed on delivering not only media value, but the more qualitative benefits of establishing relationships with influential fashion bloggers.
To begin with we ran a pre-campaign audit of the online landscape – identifying and monitoring relevant fashion blogs, before approaching key bloggers who displayed an interest in fashion and the latest trends.
Influencers were then provided with exclusive pre-launch information and unique membership codes to incentivise membership registrations.
Once Cocosa had launched, we continued to provide bloggers with exclusive information before each sale started, ensuring the buzz was maintained.
Our excellent relations with the bloggers resulted in positive coverage and endorsement of Cocosa on over 70 key fashion blogs, with InStyle magazine describing Cocosa as the ‘most buzzed about of all the new fashion websites’.