Tinyurl and other similar services are good for sharing on Twitter etc. but for several reasons shouldn't be used for documentational purposes. They're not transparent, ie the URL doesn't tell you anything about where it will take you, and secondly, you never know how permanent they are. Thus, they add another level of uncertainty to an already fragile reference system.
The second method (albeit with single braces) was the one used here, but a spurious newline in the "name for URL" part messed it up, as said.