Paddy Power seals ITV Twitter deal
Operator to tweet World Cup match highlights after agreeing deal with UK broadcaster
Paddy Power is to tweet ‘near-live’ World Cup football highlights to its army of Twitter followers after agreeing a deal with the social media giant and UK television broadcaster ITV.
The agreement, brokered by media group Omnicom’s M2M agency, will see both ITV and Paddy Power tweet out as many as 10 highlights per game for the remainder of the tournament with the video clips sponsored by the Irish bookie.
The tweets will then be amplified by Twitter’s recently developed Amplify division, which will use customer data to target people based on their tweets, location and who they follow.
Paddy Power’s main Twitter account has amassed 320,000 followers since it was established in 2008 while ITV’s football account has some 227,000.
“Paddy Power is always striving to provide our followers with the most entertaining content possible, so what better way than to deliver them high quality World Cup clips as soon as they happen,” Tom Wyse, head of media at Paddy Power, said.
According to Twitter Amplify, the highlights are captured and clipped in real-time and will be made available in the time it takes to draft a tweet and push it out.
“Paddy Power has always been an innovative brand on our platform so it seemed like a natural fit to work with them and ITV on bringing amazing World Cup video content straight to fans,” Theo Luke, partner developer at Twitter Amplify EMEA, said.