Twitter has pulled the last holdout among the major U.S. television broadcasters into its Amplify program. ABC will commence its partnership with Twitter to coincide with the airing of the Academy Awards on Sunday, March 2.
First reported by Variety, ten tweets first sent out from @TheAcademy Twitter account will be sponsored by Samsung Electronics when pushed out by ABC through Amplify. Whereas other Amplify campaigns have featured video clips, ABC’s Oscar’s campaign will feature Twitter Mirror selfies of stars taken in the green room backstage at the Oscars.
“These things take off on Twitter anyway — and here is a way to throw fuel on the fire with an advertiser attached,” said Karin Gilford, ABC’s senior VP of digital media to Variety. She added they are looking at other live events and series finales for additional Amplify campaigns.