Image: Richard Drew/Associated Press
Twitter will give its new 'Buy' button a real-world workout with its first holiday promotion.
Starting Thursday, AMC Theaters 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 site 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.
Buyers will also receive a voucher for free popcorn at the theaters if they purchase the gift card.
Twitter's Buy button, which was initially called 'Buy Now,' first surfaced 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. Twitter partnered with Stripe, an online payments service, for the venture.
Twitter, which has struggled with tepid user growth this year, has stepped up its efforts to monetize its service by offering more and better targeting for advertisers - and now, ecommerce as well.
Facebook, meanwhile, 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 if the company has any holiday promotions planned that use the button.
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