ABC Joins Other U.S. TV Networks In Twitter Amplify Program, Just In Time For The Oscars

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 […]

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twitter-tv-200pxTwitter 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.

NBC inked a deal with Twitter in September 2013 that includes the Amplify program. FOX and CBS began promoting sponsored clips of their television series through the program last fall.


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Ginny Marvin
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Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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