Twitter, ABS-CBN & McDo support UAAP cheerdance tilt

MANILA, Philippines - Twitter has announced a partnership with ABS-CBN and McDonald’s through Twitter Amplify, a sponsorship package that allows the global food service retailer to reach targeted audiences following the UAAP Cheerdance Championship.

The first 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, was running a series of Promoted Tweets against, supported by Twitter’s Auto Amplify.

Twitter Amplify enables media organizations and brands to capture the excitement on television and distribute it to audiences across Twitter, far beyond their existing followers, even across the globe. Audiences can immediately relive that moment or experience it for the first time on their mobile phones while they engage in Twitter conversations.

“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 was an excellent opportunity to connect with the youth of Philippines through creative and premium video content.”

Dr. Donald Lim, chief digital officer, ABS-CBN Corporation, said, “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 the 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,” added Margot Torres, SVP for marketing, McDonald’s Philippines.