Shaw Media has announced it is launching its first Twitter Amplify program tonight around its broadcast of the 2014 People’s Choice Awards on Global beginning at 9 p.m.

The execution will see the media co partnering with P&G’s CoverGirl brand to showcase 30- to 60-second promoted in-tweet video clips in real-time during tonight’s broadcast. Tweets will be promoted from the media co’s @Global_TV, @ETCanada and P&G’s @Covergirl accounts. In-tweet clips could include anything from winners’ reactions, jokes from the hosts and red carpet activity.

Shaw Media first announced its plans to partner with Twitter Canada last spring during its upfronts. The sponsorship around this first execution with P&G was planned by MediaCom Canada. CoverGirl will be integrated into the clips through a branded video player, short pre-roll clips and a branded @ follow button encouraging users to follow @Covergirl.

Errol Da-Ré, SVP of sales, Shaw Media, tells MiC this was chosen as the first execution for the brand because of the higher Twitter activity levels during live events like the 2014 People’s Choice Awards.

Twitter Amplify was also recently used by Bell Media’s TSN in partnership with McDonald’s Canada and the 2014 IIHF World Juniors. The execution included 65 amplified tweets, delivered 6.64 million impressions with over 200,000 engagements (retweets, favourites and replies) and resulted in over 5,000 new followers for @TSN_Sports.

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