Fox Broadcasting Company along with American Express are the latest to partner with Twitter’s second screen promotional program Amplify. Fox will bring American Express-sponsored video clips of several of its top scripted shows including “The Mindy Project”, “Glee” and “Brooklyn-Nine-Nine” to Twitter.
The content will be marked as promoted by American Express, along with short pre-roll video ads running ahead of each clip. Twitter and the network each receive a portion of the ad revenue.
Jean Rossi, executive vice president, Sales, Fox Broadcasting Company, said, “We are thrilled to collaborate with American Express and Twitter to give Fox viewers access to timely content via social media that will complement and add to their TV-viewing experience, and to allow one of our most important partners, American Express, to follow the social TV conversation wherever it happens”.
The Fox partnership with Twitter is the first for first scripted series to be powered by Twitter Amplify which was announced in May. In September, Twitter entered into a partnership with the National Football League and CBS to promote instant-replays with Sponsored Tweets, with Verizon as the premier sponsor. You can see an example here.