Twitter Tipped Off Its #NBATwitter Campaign With the NBA Finals About to Start

There have been more than 100 million tweets related to the league this year

There were 57,000 tweets per minute during game seven of the Eastern Conference Finals Cunaplus_M.Faba/iStock
Headshot of David Cohen

There have been more than 100 million tweets related to the National Basketball Association thus far in 2018, more than any other sports league, and the social network geared up for Thursday night’s tipoff of the NBA Finals with its #NBATwitter brand campaign.

Twitter said the spot is meant to convey “the seemingly never-ending conversation on the platform around NBA-related content,” and it features, in order of appearance: Andre Drummond, Rob Perez, Arash Markazi, Alexis Morgan, Charissa Thompson, Kyle Kuzma, Jason Stein, C.J. McCollum, Cassidy Hubbarth, Blake Griffin, Rachel Nichols, Lance Fresh, Taylor Rooks, Lil B the Basedgod and Baron Davis.

The social network also unveiled special NBA Finals-themed hashtag triggered emojis that will be included in tweets with #NBA, #NBATwitter and #NBAFinals.

Team-specific emojis for the Cleveland Cavaliers and Golden State Warriors are triggered by #AllForOne and #WhateverItTakes for the Cavaliers and #DubNation for the Warriors.

Twitter also shared the following data about the two teams that will battle for the Larry O’Brien Trophy:

Three most-tweeted Cavaliers moments this season:

  1. Cleveland defeats the Boston Celtics in game seven of the Eastern Conference Finals to advance to its fourth straight NBA Finals, 57,000 tweets per minute
  2. LeBron James hits a late three-pointer to give the Cavs a victory over the Indiana Pacers in game five of their series, 38,000 tweets per minute
  3. James hits a buzzer-beater to defeat the Toronto Raptors 105-103 in game three of the Eastern Conference Semifinals, 37,000 tweets per minute

Three most-tweeted Warriors moments this season:

  1. Golden State beats the Houston Rockets in game seven of the Western Conference Finals to advance to its fourth straight NBA Finals, 36,000 tweets per minute
  2. The Warriors lose game five of the Western Conference Finals, giving Houston a 3-2 lead in the series, 26,000 tweets per minute
  3. Steph Curry scores 11 consecutive points in the third quarter of game seven against Houston, 17,000 tweets per minute

The most-mentioned Cavs on Twitter during the playoffs:

  1. James
  2. Tristan Thompson
  3. Kevin Love

The most-mentioned Golden State players on Twitter during the playoffs:

  1. Curry
  2. Kevin Durant
  3. Draymond Green

The top three Cleveland playoff games, measured by game-related tweets during the playoffs:

  1. Cavaliers at Celtics, game seven, Eastern Conference Finals
  2. Cavaliers at Celtics, game two, Eastern Conference Finals
  3. Raptors at Cavaliers, game three, Eastern Conference Semifinals

The top three Warriors playoff games, measured by game-related tweets during the playoffs:

  1. Warriors at Rockets, game seven, Western Conference Finals
  2. Warriors at Rockets, game five, Western Conference Finals
  3. Rockets at Warriors, game six, Western Conference Finals

Finally, Twitter analyzed conversation on the social network that mentioned one of the teams and terms related to winning, and it found that 57 percent of NBA fans on Twitter believe the Warriors will bring home the trophy, versus just 43 percent for the Cavaliers. More specifically:

  • Warriors in four games: 13 percent
  • Warriors in five games: 18 percent
  • Warriors in six games: 6 percent
  • Warriors in seven games: 20 percent
  • Cavaliers in four games: 8 percent
  • Cavaliers in five games: 6 percent
  • Cavaliers in six games: 13 percent
  • Cavaliers in seven games: 15 percent

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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