Television networks and publishers are really getting on board with Twitter Amplify.
In the second development of its kind during the last few days, ESPN will quickly deliver college football highlights from numerous games this season—which kicks off this weekend—through its Twitter handle and via the social-TV Amplify platform. ESPN will run the same highlights across its Web and mobile app properties.
In all cases, an eight-second pre-roll ad for Verizon Wireless will appear as part of a larger "#DidYouSeeThat" campaign for the telecom that will include spots on ESPN channels during the full college season.
It's the second year in which ESPN and Twitter have partnered for the Amplify program. And if you are a college football junkie, the deal is probably a thing of beauty—the ability to focus on single games via the living room flat-screen TV while getting snippets galore of other contests on your laptop, tablet or smartphone.
Glenn Brown, head of Amplify at Twitter, said, "Programs like this are a win-win-win for everyone involved. Brands get new opportunities to reach consumers, networks can distribute their content across multiple platforms and generate new revenues, and users get amazing content from the best plays happening in college football."
Earlier this week, Twitter debuted a similar agreement with the United States Tennis Association for the U.S. Open, where the tourney is relaying top video highlights via the social site. In that example, Heineken has bought the exclusive sponsorship for the event, which runs through Sept. 8.