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’14 Intersport Activation Summit: Twitter Amplify Exceeding Expectations In First Year

A year after launching its Twitter Amplify service, the social media company has managed to get 70 content providers in nine countries to do more than 100 promotions through the service. The service is exceeding expectations in terms of user engagement, said Laura Froelich, Twitter Amplify Head of Sports Development & Programming. But Froelich, who gave a presentation late Thursday afternoon at the ’14 Intersport Activation Summit in S.F., said Twitter, content partners and brands had only “scratched the surface” on what they could do together. She showed several examples of the way Twitter Amplify works, including a video clip that the NFL created with Broncos QB Peyton Manning saying “Omaha” repeatedly during a game against the Chargers. The clip was preceded by a six-second commercial from McDonald’s. Content providers and brands can customize the tweets they send out, send them to followers in specific geographies and create special hashtags, as well. Froelich said that clips like the one featuring Manning allowed the NFL and McDonald’s to connect with their followers and acquire new followers on Twitter. She added, “The appetite for brands is voracious because they see the engagement we can deliver.”

TO THE VIDEOTAPE: Froelich said that Twitter has seen video views increase fourfold since it revamped its platform earlier this year. Some brands question the value of using Twitter Amplify because they wonder if that will cause television viewers to miss advertising during a TV broadcast, but Froelich said Twitter research shows that people watching TV and using Twitter have a greater recall for commercials than people watching TV. They also are more engaged with the live TV broadcasts. During her presentation, she said that the most successful content and brand integration tends to be around behind-the-scenes video or photos that people cannot get anywhere else. The amplification of a tweet around content like that occurs when the content partner publishes the tweet to 1 million of its followers, and the brand tied to it retweets it to 600,000 followers. Twitter is then able to deliver it to people who might be interested. “The real hockey stick effect is when the brand partner promotes that tweet to an audience that’s orders of magnitude greater than the brand or partner could reach on their own,” Froelich said.

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