Last week, Twitter Advertising made headlines (including our own) with the introduction of Lead Generation Cards, new functionality that gives businesses a way to register users and their emails for promotions or memberships directly within a tweet.

iHeartRadio is one of the initial partners for the new program – and we spoke to them about the motivation behind the partnership, how it benefits their users, and more.

Lead Generation Cards allow Twitter Advertising’s exclusive partners the ability to add media within the body of tweets. That capability, for a brand like iHeartRadio, which has more than 167M downloads and 16M Twitter followers across all its handles, means amped-up entertainment experiences for the brand’s following – crucial in a time when content is more ample than ever, and competition is fierce for consumers’ attention.

iHeartRadio fans will be able to consume audio, images, videos, photo galleries, and more straight in their Twitter stream. The benefit for iHeartRadio? Simple: more conversation and awareness around the brand’s stations, its mobile app, and live events. Plus, the chance to please sponsors and advertisers with added exposure.

Remarks Tim Castelli, President of National Sales, Marketing & Partnerships for Clear Channel Media and Entertainment, on the motivation behind iHeartRadio’s partnership with Twitter,

“Partnering with Twitter in their new cards program is a natural fit for us — music lends itself to social conversations and Twitter offers our fans deeper engagement around some of iHeartRadio’s biggest music and artist events. It gives our followers a richer experience and allows access to more information about our app, stations, artist relationships and live events. It’s also great for our partners because it increases exposure with their target consumers and seamlessly connects their brands to our amazing content.”

Here’s an example of what iHeartRadio’s new Lead Generation Card tweets look like:

 

For more on Twitter’s new Lead Generation Cards, check out my previous post.