sports interactive europe 2016 - summer of sports - thomas metz - twitter
TRANSCRIPT
Twitter’s Sports Summer@metzHead of Sports Twitter Benelux
SPORTS55%
AWARD SHOWS12%
GOV12%
TV SHOWS10%
OTHER11%
Source: Twitter Internal 2015
Most discussed live broadcasts on Twitter
66%OF USERS USE TWITTER AS
SECOND SCREEN WHILE WATCHING TV
50%OF ALL TV-RELATED TWEETS ARE
ABOUT SPORTS
Source — Twitter Data, 2016
LIVE
UEFA, Teams & Players
57%Players on Twitter
96%Teams on Twitter
Putting the fan at the heart of the strategy
With Famous Players and
#MOTM
Q&A
For every game, one question from Twitter was asked to the
Man of the Match
Branded Twitter
With Kevin de Bruyne
Q&A
Part of Orange’s De Bruyne Campaign was this change for
fans to ask their question
Branded Twitter
With Kevin de Bruyne
Q&A
Part of Orange’s De Bruyne Campaign was this change for
fans to ask their question
Tweets Displayed in the
Big Screens in all stadiums
10
Pre-game, during halftime and
after the game
Biggest Fan Zones
5
Tweets & data viz Displayed every day all day in
Paris/Lyon/Marseille/Nice/Toulouse
Tweets Displayed in the
Tweets to Light-up
The Eiffel Tower
Every Game day, the most supported Team on Twitter won
@LaTourEiffel
With @Orange
EURO X3 Slides
Results
109MTweets
during the competition
10MUsers
By
32.6BImpressions
during the competition
RIO 2016
STRATEGY
BRING PEOPLE CLOSER TO RIO
Carioca Aqueduct Morro Dois Irmaos Mountain
260 EMOJIS!
VV
Home Notificati Messag MeMoment
Tweet
66K RETWEETS 120K LIKES
Usain St. Leo Bolt @usainbolt
Jamaica Stand Up!! This is for you my people
@Olympics #Rio2016
TWEETS
IMPRESSIONS
187M
75B
Results
21M TWEETS WITH VIDEO
Advertisers won with Amplify
PUBLISHERS
TWITTER AMPLIFY IS A WIN, WIN, WIN
PUBLISHERS
PUBLISHERS + BRANDS
TWITTER AMPLIFY IS A WIN, WIN, WIN
PUBLISHERS + BRANDS + FANS
TWITTER AMPLIFY IS A WIN, WIN, WIN
+
Published to Twitter within a few minutes
vv
Luis Suarez humiliates David Luiz on his way to a brace! #ChampionTheMatch @Heineken
FOX Soccer @FOXSoccer
Tweet
27 RETWEETS 73 LIKES
Promoted by Heineken
FOX Soccer @FOXSoccer Luis Suarez humiliates David Luiz on his way to a brace. @HeinekenSoccer #ChampionTheMatch
FOX Soccer @FOXSoccer Luis Suarez humiliates David Luiz on his way to a brace. @HeinekenSoccer #ChampionTheMatch
SNAPPY TV
LIVE
EDIT
SHARE
Olympic Example
VV
7Olympics@7Olympics
Tweet
246 RETWEETS 499 LIKES
Promoted by Maccas
#GoLIVE
Live content is being accessed in new ways
Mobile
Social
ConsoleOTT
Smart TV DVR
REACH NEW GLOBAL AUDIENCES
Target Millennials’ new live content viewing habits
DRIVE MOBILE VIDEO VIEWERSHIP
Serve content to audiences on-the-go and in-the-moment
GROW BRAND CONVERSATION
Leverage Twitter’s live connected audience on and off platform
INCREASE CONTENT MONETIZATION
Sell incremental digital reach for your content
Twitter is well positioned to be your simulcast partner
NFL LIVEThe best of both worlds in one place: the live video content ánd the conversation
vv
Tweet
Landscape streaming Full screen in landscape
LIVE
Logged-out
LIVE
Seriously @twitter live stream of #TNF has been great. Even the commercials - dare I say it - seem more enjoyable. @ged @NFL
5 37
Cynthia Chang
@cynthiawc
#TNF thanks for allowing me watch football all the way from Maputo, Mozambique #NFL #BillsvsJets
43 180
Yoni
@yonithegr8
Statement never before heard in offices around the nation, being heard this morning: "You see that game last night on Twitter?" #TNF
59 218
Paul Vigna
@DeAngeloRB
#Questions
#ThankYou