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Around 2.7 million Twitter users on Sunday evening viewed the digital platform's red carpet livestreaming collaboration with the Hollywood Foreign Press Association (HFPA) and Dick Clark Productions (DCP) for the Golden Globe Awards.
The new Fox reality TV cooking show, My Kitchen Rules, which premieres Thursday, was a lead advertiser for the live video, while brands like Cigna, Whole Foods and HBO also made appearances. A DCP rep said that such marketers saw 10 times more impressions than they were promised.