May 15th, 2012
Twitter and ESPN Plan Branded Campaigns Around TV Sports
By Cotton Delo, Jason Del Rey
Twitter is looking to cash in on the sky-high volume of tweets about sports on TV, launching a partnership with ESPN to create custom campaigns for brands around events like the World Series and the Super Bowl.
The two companies are announcing the first program, called GameFace, at ESPN’s upfront Tuesday morning. GameFace will center around the NBA Finals and be promoted on Twitter with the #GameFace hashtag. The social-TV dimension calls for the hashtag and program to be promoted on-screen during ABC’s live broadcasts of the NBA Finals, as well as on ESPN’s “NBA Tonight” show.
The goal of this initial campaign is to get fans to tweet photos of their best “game face” accompanied by the dedicated hashtag. At the end of each game of the finals, “NBA Tonight” studio analysts will display some of the top contest photographs on air. Some photos will also get exposure at ESPN.com/NBA.