Twitter has tapped Goodby Silverstein & Partners for a video to encourage users to use the microblogging service during the World Cup soccer championship.
The "Love Every Second" campaign provides Twitter with the global audience, which offers the greatest potential for the site’s future growth.
More than 30 percent of the world’s population is expected to follow the soccer action in Brazil.
Twitter promises to give “fans around the world a front row seat to all 64 matches.”
It wants to house a “global viewing party,” promising to provides scores, player profiles and header shots for each of the teams selected by the individual Twitter user.
Goodby, which is part of Omnicom, is expected to handle a more extensive branding campaign for Twitter later in the year.
Twitter has used Edelman in the past for image work.