ABC Signs On to Twitter’s Advertising Program, Starting With #Oscars

ABC Signs On Twitter's Advertising Program,

ABC is the last of the major U.S. broadcast networks to get into the Twitter Amplify program, with the Alphabet net teed up to launch its first sponsored-tweet campaign Sunday with the Oscars.

The partnership will kick off on Sunday, March 2, in conjunction with ABC’s telecast of the Academy Awards. The package will include 10 “Twitter mirror” photos from celebs in the green room at the Oscars, to capture behind-the-scenes moments before, during and after the Oscars.

The tweets, sponsored by Samsung Electronics, will originate from @TheAcademy — the official handle of the Academy of Motion Picture Arts & Sciences. Those will be retweeted from ABC accounts and more broadly through the Twitter Amplify program. AMPAS staff will select the pics that are distributed.

SEE ALSO: ABC Will Live-Stream Oscars to Web, Mobile Apps for First Time — But There’s a Catch

“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.

With ABC, Twitter Amplify now covers the big four broadcasters, after the social-media company inked pacts with NBC, CBS and Fox. Other media partners for the social-media program include ESPN, Turner Sports and the NBA, Viacom, BBC America, The Weather Channel, A+E Networks, Discovery Communications and Major League Baseball.

The Oscars is “one of the biggest social days of the year,” said Glenn Brown, senior director of Twitter Amplify. “It’s right in the sweet spot of Twitter: It combines a live event, interaction with top personalities and a major sponsor.”

The Grammy Awards also featured a Twitter mirror through which celeb snaps were tweeted. However, that was “organic,” according to Brown — in other words, there wasn’t a sponsor attached to it.

SEE ALSO: Twittervision: How Video + Social Media Will Change Twitter (and Entertainment)

As for why ABC and Samsung settled on 10 tweets — as opposed to more — Gilford said the focus was on “quality, not quantity.”

Gilford said that ABC expects to conduct more Twitter Amplify campaigns in the near future. “We think this is really the first step,” she said. “We are looking at other big events, and we have season finales coming,” she said, calling out primetime hit “Scandal,” which performs well on social media.

Filed Under:

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 4

Leave a Reply


Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

  1. Etsuko says:

    All you need to know is that in this group sport each of the crew unites efforts, adrenaline together with adventure. Xavi (Midfielder, Spain): If anyone would have watched you wins most season, his four awesome goals against archrivals Real Madrid in 2009, leading to the Barcelona club victory by 6-2, he would have enjoyed the contest thoroughly. This concern for life and law was, sadly, set aside during the long years of the Second World War by both sides.

  2. Kiera says:

    It will be amazing to see the Green Room furniture pieces , including the bar console, bar stools , side tables , sofa and chandeliers which are designs of Barlas Baylar of Hudson Furniture in New York ! Simply gorgeous.

  3. Ben Myers says:

    Can anybody tell me why we should care?

More Digital News from Variety