Twitter partnered with television network ABS-CBN and McDonald’s through Twitter Amplify, a sponsorship package that allows the global foodservice retailer to extend its brand presence and reach targeted audiences following the UAAP Cheerdance Championship in the Philippines on October 3.
The first Twitter Amplify deal of its kind in the region, ABS-CBN tweeted live content, including videos of the cheerleading action from the annual competition which McDonald’s @McDo_PH had a series of Promoted Tweets against, supported by Twitter’s Auto Amplify. Apart from being at the live event, students from the eight competing universities cheering for their teams were able to watch the competition on television, follow #UAAPCDC2015 conversations on Twitter and tweet #McDoBonFries.
“We are pleased to have ABS-CBN and McDonald’s come on board as our first Twitter Amplify partners in Southeast Asia, paving the way for development in the region,” said Marie Sornin, head of international development, Content Partnerships and Twitter Amplify. “This Twitter Amplify partnership in support of the cheerdance championship is an excellent opportunity to connect with the youth of Philippines through creative and premium video content.”
“We are excited to participate in this first of its kind digital execution in the region together with Twitter and McDonald’s,” said Dr. Donald L. Lim, chief digital officer, ABS-CBN Corporation. “The UAAP Cheerdance Competition has always been the most talked and tweeted about event in Philippines collegiate sports, as both students and alumni tune in and rally for their alma mater on Twitter every year. We are proud to spearhead this joint innovation between the biggest players in the digital space as we all aim to create more meaningful engagements between our brands and our audiences.”
“McDonald’s is pleased to partner Twitter and ABS-CBN in a cross-platform campaign that allows students from competing universities to experience the annual cheerdance competition at the live event, on television and on Twitter. Students can show their support for their teams by tweeting a chance to win #McDoBonFries for their school. While the universities compete on ground, the adrenaline continues in the Twitterverse,” said Margot Torres, SVP for marketing, McDonald’s Philippines.
