TSN announces World Juniors Twitter Amplify campaign

McDonald's Canada sponsors the country's first live sports Twitter Amplify campaign for the hockey tournament.
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TSN will partner with McDonald’s Canada to execute Canada’s first live sports Twitter Amplify campaign for the 2014 IIHF World Junior Championship, the sports broadcaster announced yesterday.

TSN will share exclusive, real-time video highlights from the hockey tournament with over 134,000 followers on their Twitter account @TSN_Sports. With media by OMD Canada, each video tweet will be sponsored by McDonald’s Canada and will let users view the clips without leaving the app or browser.

The campaign will run in tandem with TSN’s TV coverage of the World Juniors Dec. 26 to Jan. 5 on TSN and TSN2. According to BBM data, 8.3 million Canadians watched some or all of the tournament last year.

Twitter first launched its Amplify program late last year in the US with ESPN and Ford to show replays from college football games. Shaw was the first Canadian media company to partner with Twitter Amplify back in June. TSN parent Bell Media announced an analytics deal with Twitter shortly after, but the World Juniors campaign is the first Amplify campaign on a Bell platform.