FSN Uses Social Media to Ignite MLB Playoff Fever

With FSN having 6 of 8 teams playing in the postseason, there was an opportunity to use social media to engage local fans and create and drive the conversation around the MLB division series.

Highlights:


* Thousands of responses from fans on Facebook and Twitter, including comments, "Likes," replies, and re-tweets.


* The use of rivalry hashtags on Twitter (#BeatMIL, #BeatAZ, #BeatTB, #BeatTX, etc) that galvanized fans and bubbled up to trending topics in Milwaukee, Dallas, and Tampa.


* Live chats with talent on the web and Facebook


* Behind-the-scenes photos and video posted by personnel on site and shared with fans.

The first step was to take advantage of the match ups and encourage  competition between the fan bases.  


The four regions playing each other (FSWIS vs. FSAZ; FSFL vs FSSW) issued “Like” challenges to their fans on Facebook that received more than a thousand responses (and climbing). Click to enlarge.

Using specific rivalry hashtags on Twitter (#BeatMIL, #BeatAZ, #BeatTB, #BeatTX, etc) caused three of the hashtags to trend locally on the first day of the playoffs in Milwaukee, Dallas, and Tampa (Click to enlarge).

FSAZ’s postgame show incorporated the static #BeatMIL and @FOXSportsAZ bugs to promote social media engagement.  Other regions started to include the bug last night. (Click to enlarge)

The RSN's Facebook and Twitter graphics were updated to promote playoff and rivalry hashtags and tune-in info for postgame shows:

Single Facebook posts often received hundreds of "Likes" or comments from fans.  FOX Sports Detroit recorded nearly 800 comments for one post, while a similar one from FOX Sports Wisconsin recorded nearly 500.  (Click for pic for examples.)

FOX Sports Detroit, FOX Sports Southwest, and FOX Sports Arizona organized LIVE Facebook chats with talent:

Fox Sports Midwest posted pre-game content to Facebook and Twitter, including photos, videos, and player interviews (examples):







This represents only small sample of the social media activity over the past few days.  You can find more in-depth content on each region's Facebook and Twitter page:


FS Arizona Facebook Twitter 
FS Detroit Facebook Twitter 
FS Midwest Facebook Twitter 
FS Southwest  Facebook Twitter 
FS Wisconsin Facebook Twitter 
FS Florida / Sun Sports Facebook Twitter