The Twitter campaign also includes a pre-show stream introducing each episode of Empire this season, starting September 20th at 7:30PM Eastern (half an hour before the TV show starts). Fox kicked things off in earnest on September 19th, when it ran a marathon of The Mick star Kaitlin Olson's favorite episodes from her first season.

While this ultimately amounts to marketing, it could be a big coup when Twitter is still struggling to add more users and turn a profit. If Twitter's deal with Fox pans out, it could become a go-to site for networks that want to draw attention to their shows or produce video that doesn't fit neatly into a tight TV broadcast schedule. In other words: you might have a distinct reason to keep coming back to Twitter beyond following the activities of friends and superstars.