The UK's first promoted trend on Twitter #gleeonsky

Twitter has been selling promoted trends since June 2010, but until now they've always been global.

It's very frustrating to see a new film promoting themselves on Twitter, knowing that we won't see it in the UK for a few months (as Super 8 did), or a mobile operator offering a US-exclusive deal.  It's also very wasteful in media terms; you're paying to reach people who can't buy what your selling.

Today that's all changed - in the UK at least - as Twitter introduces UK-specific promoted trends.

The first brand to use it is Sky, promoting the new series of Glee - #gleeonsky  This is Sky's Tweet.

Although, according to Bitly, they've only had 71 re-tweets and 700 clicks so far.