Home  › Social › Social Media
twitterbirds

ESPN and Twitter Ad Program Links Social to TV

  |  May 15, 2012   |  Comments

New partnership starts immediately with NBA playoffs.

ESPN and Twitter are creating an advertising program, the companies announced on Tuesday. Campaigns will be distributed via Twitter and the ABC/ESPN television and online sports properties, the firms said.

The idea is to offer brands the ability to connect TV spots to Twitter eyeballs, as sports fans simultaneously watch games and follow each other or professional sportswriters on the social site. The partnership will begin immediately with the NBA playoffs currently taking place, but no advertisers have been revealed.

The first iteration appears to be house ads. According to the press release, fans will be encouraged during upcoming NBA game telecasts to tweet photos with the hashtag "#GameFace."

However, prepared statements from company execs definitely point to ad dollars.

"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 of global brand strategy. "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."

Ed Erhardt, an ESPN marketing and sales exec, said, "Advertisers and marketers have been asking for meaningful opportunities that tap into the power of social media. We know fans use ESPN and Twitter as their main source for content and connectivity.... It also gives our clients a tremendous opportunity to own the conversation with us around major sport holidays."

The companies unveiled the development at ESPN's Upfront presentation for advertisers in New York this morning.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Jobs

    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...