Twitter Teams Up With ESPN for Custom Ad Programs
Twitter has announced a deal with ESPN to create custom ad programs around major sporting events.
The program to be announced at ESPN’s upfront presentation in New York on Tuesday, will begin with a campaign around the upcoming NBA finals. That effort will be promoted over Twitter, ESPN, ABC and ESPN’s various digital properties.
“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 vp-global brand strategy, in a press release. “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.”
The NBA Finals program, called GameFace, will be integrated into live ABC broadcasts and ESPN’s NBA Tonight programming with a dedicated Twitter hashtag #GameFace.
Fans will be encouraged to tweet photographs of their “game face” in the campaign. NBA Tonight analysts will then reveal the best photographs on-air at the conclusion of each game.
On Twitter, #GameFace will be supported through Twitter’s Promoted Products suite (including a Promoted Trend during the Finals), and will be promoted via the @NBAonESPN Twitter handle. When ths Finals end, ESPN basketball analyst Jalen Rose will tweet his top five favorite #GameFace entries. The winner will get a tour of ESPN’s Bristol, Conn., headquarters.
Upcoming campaigns under the partnership will include the Super Bowl, the World Series and the NASCAR Chase for the Cup, among others.
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