ESPN joins the conversation with Twitter

Editor ©RapidTVNews | 17-05-2012

Sports giant ESPN has entered into a strategic collaboration with Twitter designed to offer viewers as well as advertisers traction related to interactive programs around major sporting events, beginning with the upcoming NBA Finals.

The campaign will be promoted across Twitter, ESPN networks, ABC and ESPN’s array of digital assets, including and ESPN Mobile.

“Working together, ESPN and Twitter are giving marketers a clear and powerful way to link on-air and online social conversations around sports,” explained Joel Lunenfeld, Twitter’s Vice President of Global Brand Strategy. “It’s the first time advertisers can engage the audience around ESPN’s premier content across screens and where the conversation is happening on Twitter.”

Added Global Customer Marketing and Sales president Ed Erhardt, ESPN, “Advertisers and marketers have been asking for meaningful opportunities that tap into the power of social media. We know fans use ESPN and Twitter as their main source for content and connectivity. By taking that scale and combining it with the passion of sports fans, this program answers the value equation of social media while providing a new way for fans to engage with ESPN. It also gives our clients a tremendous opportunity to own the conversation with us around major sport holidays.”