Image Courtesy of TheRoyalHalf.com
The first round of the 2012 Stanley Cup playoffs delivered some unexpected results that saw many of the top seeded teams, including the President’s Trophy winning Vancouver Canucks, suffer a first round loss to the 8th seeded LA Kings.
In a hockey crazy market like Vancouver, you expect the fan base to be passionate and vocal about their team’s performance on the ice. However, following their Game 1 loss to the LA Kings, it was a tweet sent by the LA Kings official Twitter account that sent Canuck fans into a frenzy.
LA Kings Tweet Goes Viral
In case you missed it, here is the tweet that has now been retweeted over 13000+ times (according to Twitsprout.com – this makes the LA Kings tweet the #10 most “retweeted” Tweet of all time behind Barack Obama’s “Yes We Can” tweet)
The initial reaction on the Twittersphere was widely varied. While some thought the edgy tweet was comical and refreshing:
Others were shocked and disgusted, with some going as far as calling it “classless” and “unprofessional”.
Clearly there are varying opinions on whether the LA Kings social media staff were in the right or wrong in sending this tweet.
But, if followers are any indication of success in social media, then the LA Kings are doing something right! In just 24 hrs, the LA Kings official Twitter account gained 7000 new followers. And, over the last couple of weeks since the infamous tweet, the @LAKings Twitter account has gained 25,000+ new followers.
LA Kings Digital Media Staff Interview
Instead of speculating over whether the LA Kings Digital Media staff are remorseful or proud of the now infamous tweet, I decided to ask them directly. In this exclusive interview with Dewayne Hankins (LA Kings – Digital Media Director) and Pat Donahue (LA Kings – Digital Media Coordinator) we discuss:
- Who made the decision to send the tweet that has now been retweeted over 13,000 times
- Why they decided not to remove the tweet despite some of the negative feedback online
- Why they stand behind their decision to speak from an authentic voice on Twitter
- Their response to any Vancouver Canuck fans that might have taken offense to the tweet
- The sponsorship impact of their edgy approach to Twitter engagement
- Their thoughts on the Twitter feud between Michael Yormark (President – Florida Panthers) and Lauren Rubina (NJ Devils fan) – watch the awkward makeup video here.
- What they expect from St. Louis Blues fans in Round 2 of the Stanley Cup Playoffs
How do you feel about the way the LA Kings are using Twitter? Do you think it’s inappropriate and classless or do you find it refreshing and entertaining? Let us know in the comments below and/or send us a tweet to @sportsnetworker
@trevorturnbull Now you’re just stirring the pot. 🙂
@dewaynehankins Ha….a good reporter gets both sides of the story 🙂
@trevorturnbull @LAKings Really great and interesting interview!! #SportsBiz #Marketing #GoKingsGo
@trevorturnbull 140 characters doesn’t allow for a proper response to the @LAKings. Let’s chat over coffee this week. Do you have time?
@jason_baker How bout we do a similar Skype video interview….would love to get your thoughts!
@trevorturnbull I’d be game for that, except my laptop died two months ago. Desktop is 7yrs old & no webcam. 🙁
@trevorturnbull You may want to keep this for the article to: http://t.co/Tck6SZ61
@dewaynehankins @trevorturnbull Hey Dewayne, it’s all good. Nothing against you guys, just difference of professional opinions. 🙂
@dewaynehankins @trevorturnbull Hey Dewayne, it’s all good. Nothing against you guys, just difference of professional opinions. 🙂
@connormeaks and counting…gained about 10,000 in the 24 hours after the infamous tweet!
Is is talkin about @JimCramer? RT @EliFromBrooklyn It’s tweets like these – http://t.co/5bZGIvOh – that make me want to follow the @LAKings
@SportsCortex impressive. Polarizing = good for business.
@imavip appreciate the RT!
@srabe this turnbull guy gets a lot of good interviews! thanks for sharing.
@DHourUW Have you met Gregg? Would love to introduce if you ahve not
@srabe actually met at a Seattle sports panel. Knowledgable guy and super nice. Has an amazing reputation here too cause he teaches too.
@DHourUW Thanks for saying nice things about me. The check’s in the mail. (Note to Compliance: I’m kidding) @srabe
@RealGregg @srabe compliance can’t track cash… (2nd note to compliance: IM KIDDING)
@vihangi_nagda Thanks…..kudos goes to the @LAKings for discussing their strategy. Whether right or wrong….it’s entertaining! 🙂
@bretthansen5 I like what @LAKings are doing in social media. The @PhoenixSuns do a great job as well. Just… little more mature.
@bretthansen5 Appreciate the shoutout…..glad you enjoyed it!
I think it’s great! Too many teams, businesses, and organizations are so timid with their marketing that they never stand out from the crowd. Sports is about competition and rivalries. For those marketing professionals calling it “unprofessional” I challenge you to reassess your own efforts. Could it be that you are simply jealous that you didn’t have the guts to be this authentic? Unprofessional would be calling names, using inappropriate language, etc. This tweet was precisely what I would expect from someone in my social media department! Nicely done, guys!
@ChangWooUWSP I didn’t think the tweet was that bad. It’s sports, get over it.
@brianbowsher you will regret that decision. Go Blues!
@trevorturnbull @dewaynehankins Great interview, really enjoyed the insight
@michael_weisz thanks for the RT Michael!
@bretthansen5 glad you enjoyed the article brett!
@andrewspitzer thanks for the RT andrew!
@rosie311 thanks for the RT Rosie!
@fladdermus_a thanks for the RT Asya!
@sportsnetworker You’re welcome! Thanks for great content you provide!
thanks for the like Mike!
@RealGregg I’m down for a 140+ character phone call. Let me know what works for you, because unfortunately for me, not too busy now.
@ctodddavis appreciate the shoutout!
@sportsnetworker You’re welcome. That interview w/the @LAKings SoMe guys came to mind immediately when @darrenrovell tooted their horn.
@ctodddavis yeah looks like we were one step ahead of Darren for once 🙂
@sportsnetworker Well done on all accounts, starting with a great interview of some top notch social media guys who delivered solid insight.
I am actually surprised there is even a debate about if “it was the right thing”. This is sports and this is what we do, this is a rivalry, money in the millions are on stake,areers, reputations.
This tweet for me does two things it builds or is the start of a rivalry, the fans the next year will remember this incident when the teams play and game on, and so it builds. Secondly it encourages other teams to get innovative, for me this textbook of what an opposing team does,
I live in Australia and we actually take it further then this and for me it goes a little to far to the point its just name calling. This tweet is the perfect level of right where it should be.
I have to agree with @CoMoJoe. It is a little worrying that some sports marketers can not even see a bit of value in this. I reckon they probably can but they are being Sport fans 1st and Sports Marketers 2nd, and that shows the power in tweets like this.