How to Set a Shortcut key to launch an application?

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Im trying to map a key combination shortcut to launch an application I have on my mac (twitterific)

In in systems prefs>Keyboard>Keyboard shortcuts. I have clicked + (add) and i selected the application from the drop down box.

Im not sure what to type in the "menu title" box, so i just types twitter.

I put my shortcut key in.

The shortcut does not seem to work. Am I doing something wrong, how do i do it?
 
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iv looked at quicksilver before, its not what im after really.
 

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