The latest sports partnership deal might be a surprise to some, but to those following the power of social media in the sports world, it’s just another step toward innovating the way companies and brands promote through Twitter.
ESPN and Twitter recently agreed to a sports partnership, where the Worldwide Leader will stream instant replays of college football bowl games in its tweets.
During this year’s 35 bowl games, the ESPN college football twitter account will tweet out instant replays in conjunction with pre-roll clips from Ford highlighting the Ford Fusion; clips will span between 5 and 8 seconds before replay videos are seen for no longer than 30 seconds.
Through the sports partnership, ESPN and Ford will run promoted tweets that will allow users to view videos/images without transitioning away from twitter to a third part website; posts will be chosen by ESPN’s college football editors.
The sports partnership initiative shows ESPN’s dedication to embracing fans’ use of the second screen when watching sporting events and especially, during college football bowl season. As ESPN provides fans the opportunity to view highlights on their smartphone or tablet, expect more networks to utilize similar methods in the future.
Tweeps Comment On Sports Partnership Deal
— stuart-mackinnon (@stu_mackinnon) December 18, 2012
— Jan-Eric Anderson (@jhyphene) December 18, 2012
The evolution of second screen content keeps moving forward. psfk.com/2012/12/twitte… Fitting it happens with sports.
— Kyle Lazarus (@cookielaz) December 18, 2012