As tennis fans rush to the doors of the beautiful Louis Armstrong Stadium, set in the backdrop of Flushing, Queens, to see history made at the US Open, tourists and spectators quickly find themselves mesmerized by the humongous US Open Social Wall. The 50-by-8 foot wall is a collage of images, tweets and updates containing a plethora of online commentary around the big event.
It’s no secret that sports enthusiasts comprise a strong segment of social media. Just think about how many Facebook posts we see in our feeds each time the Bucs score a touchdown. But many times, sports marketers find themselves scratching their heads: they’ve done Twitter, Facebook, Instagram and Pinterest. “What else is there to do?” clients ask our Florida advertising agency. Well, our team of experts is hereto serve up some pretty invaluable solutions!
The digital team behind the US Open found a way to leverage social engagement to create a stunning digital footprint that comprises an integrated picture of the big event. As documented by Instagram’s photojournalists, Twitter’s commentators and Facebook’s check-ins and status updates, it’s not just one person’s version of the events any longer-it’s now the story as told by everyone, anywhere in the world, on one sprawling wall.
Years ago, sports marketers realized they would need to leverage social media outlets to help raise brand awareness and encourage customer engagement. What started with simple accounts led to major social media-based campaigns. However, in today’s data-driven sports marketing, simply registering a Twitter account isn’t enough. While that’s an important piece of the puzzle, it is important now for brands to find even more ways to innovate through interactivity and social sharing.
Take, for example, Nike, which not only encourages its fans to purchase its products, but has also created a community in which purchasers can align themselves with the brand on multiple fronts. Fans are able to monitor weight loss, challenge themselves to beat their athletic goals and interact with other members of their community, all through a distinct network created and maintained by a single brand. Nike even went so far as to build products for its users and fans, such as the Nike Fuel band, which helps people monitor their daily athletic activities and allows them to compete with friends. Ultimately, this brings Nike’s users closer to one another through technology.
By making social media a main attraction, the US Open Social Wall not only encourages people to engage with the content, but also provides a beacon for coverage concerning the day’s activities.[quote]Social media interaction isn’t limited to celebrities and sports personalities.[/quote] The Social Wall encourages people around the globe to share their thoughts, emotions and support for the players they love. And, it doesn’t hurt that the event’s big corporate sponsors are also raising awareness of their services.
While something as spectacular as the US Open Social Wall may not be feasible for every sports marketer, the takeaway is that such marketers can be inspired by watching how bigger companies use social media for their own campaigns. With that, marketers can then find ways to innovate within their own boundaries. At our Orlando ad agency, we pride ourselves in offering an advantage set that is sure to help clients win the marketing game. Contact us today to get started!
