Twitter and Brandwatch pair up for #HolidayIsHappening insights-driven campaign

Holiday shopping becomes more social and analytic with Twitter's new #HolidayIsHappening partnership with Brandwatch

Twitter unveiled a new partnership with social intelligence company Brandwatch and live news network Cheddar called #HolidayIsHappening.

This insights-driven campaign for the Holiday season airs every Tuesday and Friday, between 3 and 4pm EST, Brandwatch insights will be brought live, based on the real-time purchasing conversations around various industries such as consumer tech, auto, and retail.

This broadcast took place at a special #HolidayIsHappening newsdesk, and supported on Twitter through a chatbot on Twitter Marketing's (@TwitterMktg) handle. A launch edition premieres today (November 9) with Cheddar CEO Jon Steinberg, and Twitter global VP of revenue and operations, Matt Derella, discussing this season’s trends.

In addition to most-hyped brands and products, Twitter and Brandwatch will also share consumer insights and trends gathered from Cyber Monday and Black Friday conversations. Insights were cultivated through Twitter and Brandwatch identifying the brands expected to receive the biggest sales spikes, as well as what moments will make this holiday season memorable.

“We also know that the holiday conversation is taking place on Twitter,” Derella said. “Through Brandwatch, we’ll be able to take a deeper dive into what’s happening in real-time to unveil what people are talking about during the biggest moments of the holiday season.”

This business-news minded cast works within Twitter’s push for more livestreamed video-focused content—Cheddar, along with Buzzfeed now use the platform to deliver live news, sports, and entertainment.

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Bennett Bennett

Bennett D. Bennett is a staff writer at The Drum covering agencies, the media landscape, creativity and innovation. An NYC native, MAIP alum and City College of New York grad, Bennett previously was an award-winning copywriter at BBDO New York and lends his unique perspective and voice to The Drum's editorial staff. Previously a member of the Adcolor Advisory Board, he currently sits on the AAF's Mosaic Next-Generation Leadership Council and the 4As Steering Committee.

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