The push is part of a previously announced expansion into the ad market, which takes advantage of the ability to geotarget Promoted Products including Promoted Trends. The Glee campaign, which will employ Promoted Trends, is the first Twitter campaign targeting the UK specifically. Twitter is using the hashtag #gleeonsky to promote the Thursday night premiere.
Tony Wang, Twitter's general manager for the UK, wrote in a blog post on the subject that BT, Electronic Arts, Eurostar and Paramount Pictures will be among the advertisers using the platform in coming weeks.
Twitter introduced its suite of ad products in 2010. Initially, the products were only available to U.S. advertisers, but the company is beginning to increase its global footprint, introducing a UK sales force this month.
The microblog also began taking political ads this week.