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Twitter tests Branded Likes, giving campaigns animated presence on crowded feeds

The feature is currently in beta testing, but brands like NASA, the National Basketball Association and Disney+ are already giving it a try. On Wednesday, NASA used an animated rocket ship as a Branded Like with the hashtag #CountdownToMars to celebrate the Thursday launch of its latest rover to Mars. And on Thursday, the NBA used a bouncing basketball as a Branded Like with the hashtag #WholeNewgame to promote the basketball season’s opening night.

On Friday, Disney+ became the first brand to pay to use the feature as part of the ad product beta test. The streaming platform used it to promote the premiere of “Black Is King,” Beyoncé’s highly anticipated visual album inspired by “The Lion King.” Disney+ attached animated lions to the promoted hashtag #BlackIsKing and tweeted about the experience. By late afternoon, the tweet had garnered more than 70,000 likes and 8,000 retweets.