If you’re into sports, you likely follow a few of your favorite athletes and teams on Twitter. You probably talk smack during games too! Well, Twitter and ESPN are going to help you step that up a notch by offering new programs that will be promoted online and on-air across Twitter, ESPN, and ABC and ESPN’s digital properties.
This Twitter/ESPN collaboration will offer fans and advertisers a chance to participate in unique, interactive programs that the duo will co-create around major sporting events, beginning with the upcoming NBA Finals.
The first program, Gameface, will focus on the NBA Finals. Fans will be encouraged to tweet photographs of their “game face” throughout the finals and attach the #Gameface hashtag. At the conclusion of each game, NBA Tonight analysts will share the best photographs on-air and feature some in a photo gallery on ESPN.com/NBA.
#GameFace will be plugged on the @NBAonESPN Twitter handle. ESPN basketball analyst Jalen Rose will tweet his top five favorite #GameFace entries before revealing the final winner, who will receive a grand tour of ESPN headquarters in Bristol, Conn.
“Working together, ESPN and Twitter are giving marketers a clear and powerful way to link on-air and online social conversations around sports,” said Joel Lunenfeld, Twitter’s Vice President of Global Brand Strategy. “It’s the first time advertisers can engage the audience around ESPN’s premier content across screens and where the conversation is happening on Twitter.”
These programs are intended to give advertisers a way to reach passionate fans. According to an April 2012 study by Nielsen, about 45% of Americans who own tablets and smartphones watch television while watching something else at the same time; 36% of smartphone owners engage in this “two screen” experience. These programs will allow advertisers to reach both audiences simultaneously, through a single, integrated campaign.
(Fans image from Shutterstock)