Less than six months in, 2013 has already been a remarkable year for the nexus between television and Twitter. Ninety-five percent of live TV conversation currently happens on Twitter, according to Bluefin. Half of all national Super Bowl commercials had hashtags on them, helping guide viewers to the collective conversation. And you can’t turn on the news without hearing a Tweet referenced.
On the ads side, Twitter has further amplified the social TV conversation with real-time, dual-screen sponsorships and in-Tweet video clips from broadcasters. ESPN and Ford Fusion led the way, bringing football fans Instant Replays in Tweets during every college football bowl game. During March Madness, Turner Sports, the NCAA, AT&T and Coke Zero followed suit, offering fans Real-Time Highlights of hoops action throughout the tournament. And now, during the home stretch through the 2013 Finals, the NBA is pushing the best Rapid Replays from TV, through a Tweet, to your mobile phone thanks to Sony Pictures, Sprint and Taco Bell.
Roy Hibbert’s BIG block. One of the nicest you’ll see #NBARapidReplay - on.nba.com/Z4vJmb
— NBA (@NBA) May 19, 2013
Meanwhile, we’ve announced partnerships to extend the instant two-screen viewing experience from sports into other broadcast categories through partnerships with BBC America, FOX, Fuse and The Weather Channel.
We think these types of two-screen sponsorships are a win-win-win. Users receive spectacular, timely content that rounds out their TV experience or reminds them to tune in. Powered by Promoted Tweets, broadcasters reach new audiences and open up new business lines. Brand advertisers get, for the first time, an integrated cross-platform tool for reaching the social conversation wherever it happens.
Today we’re announcing yet another wave of multi-screen partners, from television and beyond. Along with these new partners, we now have a name for this partnership program: Twitter Amplify.
- A&E (@AETV)
- Bloomberg TV (@BloombergTV)
- Clear Channel Media & Entertainment (@iHeartRadio)
- Conde Nast (@CondeNastCorp)
- Discovery (@Discovery)
- MLB.com (@mlb)
- NCM Media Networks (@NCMNews)
- New York Magazine (@NYMag)
- PGA Tour (@PGATOUR)
- PMC (@Variety)
- Time Inc. (@Time_Inc)
- VEVO (@VEVO)
- Warner Music (@warnermusic)
- WWE (@WWE)
- VICE (@VICE)
If you’re a user, you can look forward to seeing more great, relevant content from these partners! If you’re a brand or content producer looking to form a Twitter Amplify partnership, contact us at firstname.lastname@example.org.
Glenn Brown (@gob)
Director, Promoted Content and Sponsorships