Comparethemarket.com is the first brand to launch a Twitter Amplify campaign in partnership with ITV, promoting an exclusive clip from Coronation Street.
Beginning today, the official Coronation Street Twitter feed will promote the clip in a tweet sponsored by comparethemarket.com, driving users to ITV’s website where they will also see pre and post-roll idents as well as roadbocked display ads.
Theo Luke, partner developer at Twitter Amplify, EMEA, said: “When ITV joined the Twitter Amplify programme earlier this year we knew they'd bring really exciting, high-quality content to the platform, powered by some of the UK's best-known brands. So it's great that their first Twitter Amplify project brings together one of the UK's biggest TV shows - Coronation Street – with their sponsor comparethemarket.com, to provide fans with exclusive clips on Twitter. We're delighted to see this premium content come to life on Twitter and look forward to working with them in coming months."
Comparethemarket.com, already the sponsor of Coronation Street, will be the first brand to launch a campaign with ITV using Twitter Amplify to extend its partnership.
Cassandra Russell, Senior Multiplatform Solutions Manager at ITV, said: “ITV’s partnership with Twitter provides a fantastic platform for brands to coordinate marketing activities across TV, digital and mobile in order to reach their target audiences. We are very excited to be launching the service with comparethemarket.com, our long-term sponsors of Coronation Street, to take the brand to customers in a new and innovative way.”
The deal between ITV and Twitter Amplify was brokered in March 2014.