ABC Family, the network behind mega hits like Pretty Little Liars recently leveraged Twitter in a unique way to raise money for a good cause. Twitter Cards, a tool that lets you bring rich media and experiences to your tweets have been around for a few years as the platform has become more visual.
In honor of "Becoming Us," a new reality show from the network that centers on a teenager named Ben who is learning to live with his dad becoming a woman, the network worked with Twitter to create a card that actually lets you pledge money to PFLAG National the US's largest organization of families and allies united with LGBTQ. This is first time Twitter has powered a pledge of this kind tied to the LGBT community.
The potential for TV to use Twitter Cards to generate transactions (for charity or profit) is going to be come a bigger part the platform over the coming year. Beyond raising funds for an important cause this can be used to allow viewers to directly buy items they see on screen and more.