When the weather becomes a hot topic on Twitter, the Weather Channel will try to seize the moment with some custom content thanks to a new deal with Twitter.
The agreement, which is similar to Twitter's deal last year with ESPN, will include video clips of local forecasts, user-generated content and coverage related to major weather events, according to AllThingsD. Because it employs Twitter's Cards technology, the content will stay within the Twitter stream rather than lead off-site.
The idea is to draw third-party advertisers to sponsor the content. Under the ESPN deal, for instance, Ford inserted a pitch for its Fusion before replays of college football instant replays tweeted by ESPN. Here, a hurricane, for instance, might be a sponsorship opportunity for insurers like State Farm, which tried its hand at various forms of digital advertising during Hurricane Sandy last year. Other current TWC advertisers include Scott's, Jeep and L.L. Bean.