Marketers Find Strengths, and Limits, to Twitter Amplify
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In total the campaign generated 12 million impressions and 200,000 retweets, favorites, clicks and follows, across 124 tweets, and Heineken added 2,300 Twitter followers. The brewer plans to use Amplify again during this year’s U.S. Open.
The National Football League is talking with Twitter to renew and expand its Amplify. Last season it only amplified content around “Thursday Night Football,” but it’s now looking to make the platform accessible for all games, said Vishal Shah, VP-digital media business development at the NFL.
Amplify can win outside of sports too. Pepsi found success with its first Amplify campaign, during MTV’s 2013 Video Music Awards, adding 9,000 Twitter followers that were relevant to the show, said Chad Stubbs, senior director, Pepsi Media. And 98% of the people who started playing the videos released in Amplify posts watched the whole thing, he added. Pepsi will use Amplify during the next VMAs. It’s also run Amplify campaigns with CBS during the Grammy Awards; it’s in conversations about repeating that effort.
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