Round one of the NBA playoffs between the Milwaukee Bucks and Miami Heat have come and gone, but some interesting social media stats have since surfaced.
FOX Sports Wisconsin and FOX Sports Florida teamed up to test the Mass Relevance platform in an effort to capitalize social media interaction during the playoffs.
A Twitter “tug-of-war” was created and fans were encouraged to tweet their support using #BeatHeat or #BeatBucks. The model provided some interesting stats for the two regional sports networks:
· Direct correlation between social interaction and network promotion
· Notable social impression numbers produced using variety of multi-media platforms
Additional stats outlined below:
Interaction
The “Tweet to Beat” tug-of-war graphic lived on FOXsportswisconsin.com and FOXsportsflorida.com.
· 541 page views collected
· Once at the site, average length of stay was 7 minutes, 58 seconds
· 35% of people who viewed the graphic, engaged/ acted via Twitter
Social Reach
Fans were encouraged to tweet over the course of five days.
· Potential social impressions of content: 685,212 (how many potentially viewed hashtag)
· Social interaction spiked when promoted via social media and during the live telecasts
Promotion
FOX Sports Wisconsin and FOX Sports Florida promoted the Twitter tug-of-war using the multimedia platforms available to them, including: websites, social media platforms, (network and Girls pages) in-game drops and on-air mentions.
· FOX Sports Wisconsin Girl, Bishara previewed the Twitter "Tug of War" during a Bucks Live pregame interview, WATCH: Click Here
Other
FOX Sports North is currently experimenting with another social media interactive though the Mass Relevance platform.
Users who tweet #FightToTheEnd to show support for the Minnesota Wild are included in an avatar graphic featuring supporters on foxsportsnorth.com.
Stay tuned for the results...
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