Johnny Weir’s tweet-powered brooch is making its return to Churchill Downs for the Kentucky Derby after a year off, and this time, it has its own Twitter account.
Digital innovation agency Viget designed a tweet-powered brooch that Weir wore during NBC Sports’ coverage of the 2016 Kentucky Derby, and when Twitter users added the hashtag #WatchMeNeighNeigh to their tweets, the horse on the brooch galloped faster and illuminated.
Weir was not part of last year’s race coverage, but he and the brooch will be back in the NBC Sports broadcast booth Saturday, with galloping and lighting up triggered by #WatchMeNeighNeigh, as well as by mentions of Weir’s Twitter handle (@JohnnyGWeir) and @JohnnysHorse.
NBC Sports Group director of consumer engagement Dan Palla said, “Johnny Weir is so wonderfully original and a standout piece of our coverage.
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