Cannes Lions

VERIZON WIRELESS - TWITTER AMPLIFY

MOXIE, Atlanta / VERIZON / 2014

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Overview

Entries

Credits

Overview

Execution

Twitter Amplify, which was new at the time, is a program that allows advertisers to own live content and conversation with key content partners. Through Amplify, Twitter presented an opportunity for Verizon to fully integrate within live football conversation, delivering custom, eight-second videos that highlighted the NFL partnership as well as the Droid brand.

To extend Verizon’s reach and engagement, Moxie teamed up with two content partners: ESPN and NFL. Through these partnerships, Verizon was able to deliver instant highlights of the biggest football moments of the week, with additional news, events and game information through the NFL partnership.

Outcome

Twitter Amplify fully delivered on bringing live, exclusive content to the engaged fan while augmenting live TV viewing, which drove incremental presence and reach of the larger football, Verizon-messaging strategy.

Through this program, Moxie was able track how the content and Verizon conversation were shared and amplified beyond the NFL and Verizon handles, delivering on the final ask of owning live football content.

The Twitter Amplify program exceeded all campaign and industry benchmarks. Fans gained exclusive access to the content they craved, Verizon achieved ownership of the football conversation, and Moxie transformed a first-to-market opportunity into a record-breaking success.

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