Content Marketing Blog

Sports and social media are a winning team

Sports fans love having a platform to voice their opinions and share original content related to their game of choice.

The recent UEFA European Football Championship final – in which Spain defeated Italy 4-0 – saw Twitter users firing off 15,000 tweets per second at one stage, with a total 16.5 million tweets being sent worldwide during the match according to a recent blog post from Twitter.

Understandably, most of the major spikes in activity occurred after goals were scored. David Silva's header in the 14th minute saw Spain mentioned 32,900 times while Jordi Alba's goal just before half time caused 51,100 messages to be sent out in joy or disgust.

Soccer legend Pele and celebrity chef Mario Batali were amongst those who took the chance to voice their opinions, while Spanish midfielder Andrés Iniesta posted a photo of himself kissing the cup shortly after the game.

All of that contributed to setting a new record for sport related activity on the microblogging site, but that figure isn't expected to last long. With the London Olympic Games starting on July 27, many are expecting the event to break new ground in the field of social media marketing and online activity.

Here in Australia, the Nine Network is planning a range of Olympic related social media features, including an online game which will award gold, silver and bronze medals as well as cash prizes up to $10,000 for fans who actively share articles, videos and images

Furthermore, the network is planning to team up with Nielsen in order to research social media activity during the games so it can gauge viewer interest levels and get a better understanding of advertising performances.

"Nine’s telecast partners and sponsors will be provided with unprecedented levels of information and insight, and will have a truly unique, world leading, real-time assessment of the effectiveness of their investment with our business and the broadcast of the London 2012 Olympic Games," said Nine Network group sales and marketing director Peter Wiltshire.

London 2012 already has over five and a half million views on YouTube, more than 725,000 Twitter followers, and over 455,000 likes on Facebook, showing just how valuable a good social media campaign can be when it comes to generating consumer interest.

Posted by Zak Wash