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Twitter will look different during this year's Super Bowl, with a new video design and in-game highlights posted live by the NFL. There's also more build-up from brands that now have better video options for teasing their commercials.
The company has been telling marketers how to make the most of the messaging app, which basically started the idea of real-time conversations with fans during live events.
David Pattillo, Twitter's head of sales, says it's about hitting the platform early—12 days early to be exact.
"All that hype, suspense and excitement drives tune-in and engagement to the live window where sponsors like Anheuser-Busch play around the conversation and tap into energy to kind of tell their stories throughout the game," he said.