The Super Bowl is the granddaddy of sporting events, from a marketing perspective. Millions of dollars are doled out for TV spots and hundreds of hours are spent planning marketing campaigns in the hopes of engaging captive audiences across the country. Social media is no different from traditional media outlets when it comes to branding opportunities during the Super Bowl.

Last year, eager fans and those just wishing to comment on advertising took to Twitter to communicate with fellow Super Bowl viewers.  According to CNET, this year the NFL is getting in on the action by making it official with a Twitter hashtag #SB44.  NFL.com’s “Tag the Super Bowl” will compile all the tweets incorporating their hashtag in one place and even allow for picture sharing.

The NFL has been rather strict with their Twitter policy, so it will be quite interesting if they opt to do any filtering of the feed (they say they will not, but users have the option to notify them of any violations). Hats off to NFL.com for realizing (rather than fighting) the power of the network and harnessing it by directing people back to one of their own sites.

-Andrea

This year, Twitter will add a whole new dimension to watching the Olympics.

I was reading the New York Times story on Sunday about how the Web is bringing fans so much closer to Olympic competitors — specifically, the ice skaters. It got me thinking about the impact Twitter will have on our collective following of the Vancouver 2010 Olympics as we watch from afar.

The running stream of tweets from the athletes, their families, the spectators and the fans across the world will surely bring us closer to the action than we’ve ever been before.

—Josh

Dwyane Wade Broadcasts His Weekend for Charity

Last weekend, Miami Heat guard Dwyane Wade opened up his life off the courts in an unprecedented way.  No, it is not another reality show.  Wade went live with his life via his Ustream account for the first installment of “3 Under the Tree,” a series of charity events hosted by the Wade’s World Foundation.

Fans could follow Dwyane live for a day on Saturday as he attended a charity event, went go-karting and interacted with followers in realtime, through both Twitter and Ustream.  ESPN gave the event a bit of flak for being a PR stunt, but they did note that Wade did reveal a few genuine moments that made him seem a bit more human.

I think this is a brilliant idea, despite what some may say.  PR initiative for Wade and his charity?  Of course!  Effective way of generating buzz for his cause while at the same time making him more accessible to his masses of fans?  Definitely!  It will be interesting to see if more athletes open up their lives in this manner.  Judging by the number of athletes already on Twitter, I have no doubt others will follow suit.

-Andrea

Finally - A Sports Organization Embracing Social Media

For a variety of reasons, sporting organizations like the NFL, SEC and others are attempting to take a hard line on social media (specifically, on Twitter).  This is happening for a variety of reasons, particularly because of the desire to protect the exclusive relationships with media outlets.  While many sporting organizations are trying to curb and regulate social media use, there are a few trying to embrace it.

The New York Mets appear to be hitting the idea of fan-activated, in-stadium social media out of the park (which is good because as you know, this year, that was a bit of a rarity — sorry, Mets fans, had to do it).  In all seriousness, next year the Mets will debut several activations through txtstation that will help enhance the fan experience.  Fans will be able to submit their pictures taken via camera phone to appear on the big screen. Verizon Wireless Fan Choice Awards will run various text polls to which results will be displayed in the stadium in real-time.

The above examples as well as the various other mobile-based social media initiatives planned for next year will provide a great model for organizations out there looking to capitalize on social media opportunities rather than trying to stifle them.  Nicely done, Mets!

-Andrea

Can You Be Too Big for Twitter?

Ryan Corazza, writing for ESPN.com, argues that you can.  He made the observation that the serious sports superstars, those with worldwide recognition and marketing people practically beating down their doors, are not on Twitter.  LeBron James, Tom Brady, Peyton Manning, Brett Favre, Alex Rodriguez and Derek Jeter? Not on Twitter.

Corazza’s piece does note that Twitter can be a great marketing tool for many pro athletes, such as Dwight Howard, Randy Moss and Nick Swisher.  Twitter undoubtedly allows for athletes to market their personal brand and connect with fans.  However, he argues that the megastars simply don’t need the marketing boost and don’t have the time.

While I understand his argument, I call foul!  Sure, LeBron doesn’t probably need any marketing boost from Twitter, but what about connecting with fans?  Are these guys too big to do that anymore?  I hope not! The fans are the ones who give athletes a good chunk of marketing power.  Twitter is one of the great democratizing tools of social media and athletes that have bought into this have usually benefited.

I also can’t quite buy into the “lack of time” statement. Twitter is fast and easy.  I understand that the Tom Bradys of the world are more busy than the average Joe, but come on!  If Britney Spears (even if it is mostly through her team) can tweet, I certainly think ol’ Brett Favre can jump on the bandwagon and let the world know how excited he was to beat his old team.

-Andrea

Twitter Done Wrong - Henson Fumbles Twitter Etiquette

Over the last few months, Twittering has become quite the topic of conversation in the sporting world.  This is due in part to athletes using it well (Larry Fitzgerald with @Lfitzgerald11), league bans and the antics of Ocho Cinco (child, please!), which are amusing and ridiculous, but relatively harmless.  Then there came Washington Redskins linebacker Robert Henson.

Mashable reports that Henson sent two insulting tweets directed at Redskins fans after last Sunday’s game.  Apparently the rants were fueled by fans booing during the game.  Regardless of the fans demonstrating a lack of undying love towards the home team, the pro athlete’s response was inflammatory and appalling.  He later made a public apology and disabled his account. Sounds like someone needs to learn that he shouldn’t be dishing it out if he can’t take it.

What this really is, though, is just plain sad.  I’ve waxed poetic about the possibilities of social media and sports in previous posts.  Folks like this ruin it for themselves and for others.

-Andrea

Where’s the Love?

In yet another story on the restrictions on social media in the sporting world, NYConvergence reported that there have been signs posted throughout the US Open grounds warning players, coaches, agents, family members, and tournament staff that Twitter updates could violate the anti-corruption code.

USTA officials worry that Twitter could be used to spread inside information to gamblers.  First the NFL, then the SEC and now the USTA.  Andy Roddick is apparently already a bit peeved by the ban, maybe he’ll go all Chad Ochocinco on the USTA.  Here’s hoping!

-Andrea

Sports bans of various forms of social media are nothing new.  Earlier this year, the NFL banned players from tweeting during games.  That I understand.  This, I do not.

According to Mashable, the SEC is enacting a new policy this football season which states, “Ticketed fans can’t produce or disseminate (or aid in producing or disseminating) any material or information about the Event, including, but not limited to, any account, description, picture, video, audio, reproduction or other information concerning the Event.”

Luckily, I believe that they will face a heck of an uphill battle enforcing this new rule.  I do fear that other sporting organizations may follow suit.  These are not the players that we are talking about, they are the fans. Sports have been quick to adapt alongside the world of social media, and have thus offered a richer fan experience, enhancing the way we interact with sports.  What the SEC is attempting to do feels like a step backward.

This isn’t the only ban of its kind, and surely there will be more to protect media contracts as well the integrity of the game (for example, a phone going off during golf, probably not a good thing), but I plead with those passing down these rules for a middle ground.  As an advocate for the possibilities of social media (and a huge sports fan), I just cannot see this as a positive change.

-Andrea

The NFL Takes the Ol’ Straight-Arm to Mid-Game Twittering

If you have watched ESPN at all during the past few days, you probably heard the reports that Chad Ochocinco (yes that is his name, he officially changed it last year) plans on twittering before, during and after professional games this season.  Of course, this had commentators and other members of the league up in arms.  The NFL currently does not even allow mobile phones on the sidelines during games.

Well, it appears the NFL has decided to take a stance.  According to a report from Mashable, the NFL is banning in-game tweeting.  No penalties have been set as of yet.

Ochocinco, of course, has responded on his Twitter page, wondering if he would still get paid if he were to get suspended for twittering.  Folks, this man is a character.  While in-game twittering is unnecessary and obstructive (we are all watching the game anyway, we saw that touchdown, thank you), I do plan on paying attention closer to Chad’s tweets.  This man sure knows how to stir things up.

-Andrea

Sports and Twitter Go Together Like Home Runs and Ster… (We’re Not Even Going to Go There!)

As many of you know, sports have a huge presence online.  From livecasting games, in-depth analysis and even (tsk tsk) betting, sport enthusiasts have many ways to interact with the teams they love.  Now, teams, individuals and sporting organizations are jumping on the Twitter bandwagon.

Sure, many of them were already there.  My teams and the PR people behind major organizations are among my favorite people to follow. Organizations and pros are finding more interactive ways to really optimize Twitter in order to increase connectivty with fans in the virtual world and real world.

The @OFFICIAL_TIGERS (the Detroit Tigers baseball team for those, gasp, non-sports fans out there) are hosting their first live Twitter event tonight.  The team and special guests will answer questions from followers of their Twitter page.  Fans can go onto the event website for more information.  They are playing the Cubs tonight, so I will not be getting involved—unless, of course, to heckle.

The Tigers aren’t the only ones stepping up their Twitter game.  The PRWeek blog The Cycle reports that San Diego Charger outside linebacker Shawne Merriman is hosting a TweetUp in San Diego this Thursday. @ShawneMerriman has taken a special interest in social media, and will be taking questions live to discuss not just football, but Twitter as well.  The event will also be broadcast live on his UStream channel.  Shawne seems very with it when it comes to social media and professional athletes.  I for one, am quite interested in what he has to say.

-Andrea

For all you @lancearmstrong fans out there…

Bicycling.com’s Boulder Report featured an interesting perspective on the interesting relationship journalism and social media have which each other using Lance Armstrong as catalyst for discussion.

Lance Armstrong has apparently gone silent for the press following a protest staged by the participants of the Giro d’Italia, for which he was rumored to be at least partially behind.  It appears some members of the press have returned the favor and refused to quote his tweets (Armstrong is an avid and popular tweeter).

I won’t go into the entire discussion here as it is a deep one and I feel the author does a good job of examining it, but this interaction is an excellent example of how journalism (specifically celebrity and sports journalism) and social media interact and how those interactions are changing, in good ways and in bad

-Andrea

P.S. Apparently (also according to Boulder Report) there is a flame war over this topic in the comment section of the NYTimes “The Lede” blog.

Comcast Strikes Deal with ESPN360…

And makes Andrea a happy girl (if Comcast happened to be my cable provider).

MediaPost reported that Comcast and ESPN have struck a deal to allow Comcast internet customers to access ESPN360.com this fall.  ESPN360 is a web hub offering a large variety of different sporting events for online viewing.  Many of the other cable giants are refusing to ink deals with ESPN in fear of cannabalizing their cable services.

That may happen to an extent, but I think this is a win-win.  Internet consumers get access to a larger array of sporting events and cable/internet providers get to become more creative in how they interact and provide service to their customers.  It’s not the usual monopoly business model, but it sure could open a more two-way interactive stream of content.

-Andrea

Turner Sports Turns to Twitter to Tally Up TV Viewers

Mashable reported that Turner Sports is looking to social media to increase audience numbers for NBA games.  Turner’s commentators will be Twittering away, and the network will also launch a Facebook page to amp up excitement surrounding playoff coverage.  Promotions for both will occur both on-air and online.

Whether the efforts to reinject excitement into NBA television coverage, which, according to Mashable, has been on the decline ever since His Airness left the courts, has yet to be seen.  Judging by the popularity of NBA-star Twitter accounts (i.e. Shaq) and Facebook pages (i.e. Chris Bosh), this may just be what the NBA needs.

Chris Bosh’s Facebook page is living proof.  He was born just one day and one year before me, but based on pictures, he clearly one-upped me on the birthday celebration! Facebook popularity has done him well!

-Andrea

What do you get when you mix fashionistas and raging sports fans?  Apparently a new partnership between Glam Media and SB Nation.

Glam Media’s content network for men, Brash.com, is announcing a partnership with sports blogging network SB Nation. MediaPost Online Media Daily reports that SB Nation’s goal is to provide sports fans with a more personalized experience.

March Madness is providing an opportunity to provide micro-blogging on the site, similar to Glam’s micro-blogging product for the Oscars.

I’m personally excited to see what comes out of this partnership.  Now if only we could get a sports channel on Glam.com; life would be complete!

-Andrea