The online campaign – which aims to inspire Tesco shoppers with tips around all their main meals – integrates videos, images and allows users to flick through sharable recipe pages.
The supermarket giant will also pin the online cookbook to the top of its Twitter profile to boost interaction.
“Promoted Moments gives us the opportunity to tell this story in an even more visual and impactful way than usual,” said Claire Hoey, marketing manager at Tesco.
Tesco will soon be followed by Xbox and Sky, with both imminently launching Twitter campaigns via Promoted Moments.
Xbox will use Promoted Moments to “deliver a compelling narrative experience” ahead of the launch of its upcoming exclusive video game Quantum Break while details of Sky’s campaign are yet to be revealed.
“It’s testament to the quality of Promoted Moments that we’re launching with high profile partners like Xbox, Tesco and Sky,” boasted Dara Nasr, managing director of Twitter UK.
“I’m delighted to see how creative they’ve been in developing compelling campaigns which really play to the strengths of Moments: one of our richest products for storytelling.”
Twitter launched Moments in the UK last December. The service, which is available through apps on both Google and Apple, aims to bring together the best content, including pictures, videos, Vines and GIFs, around specific events or stories. It is available via a new ‘lightning bolt’ tab on the Twitter smartphone app, with content put into topics such as ‘news’, ‘entertainment’ and ‘sport’.
Clicking on a moment shows an introduction with a title, description and picture. By swiping right users can find more content related to the story while a single tap gives a full view of the tweets, which can also be ‘liked’ or ‘retweeted’. A moment can also be shared.
Twitter has previously described moments as its “most important feature ever” as it looks to boost consumer engagement and ad revenues in a bid to close the gap with rivals such as Instagram and Facebook.
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