Cascading 'Twitterfall' Logs Rogers Cup Social Chatter - Event Marketer

Cascading ‘Twitterfall’ Logs Rogers Cup Social Chatter

DB_Rogers_2011 ETA
Brand: ROGERS
Agency: MOSAIC
Awards: EVENT TECHNOLOGY AWARDS — BEST OVERALL USE OF SOCIAL MEDIA (B-TO-C)
Year: 2011

The Rogers Cup Tennis Tournament is the Canadian equivalent of the U.S. Open—an event filled with passionate fans, elite players and a lot of opportunities to connect with an affluent demographic. So to take full advantage of its investment as the presenting sponsor, Rogers Communications (they’re like the Time Warner of Canada) unleashed a Twitter campaign that enabled fans of the game to stay connected to the action digitally on-site and beyond. Two screens were positioned in the Rogers Clubhouse at the on-site Rogers Cup retail village.

As fans passed by, they could stop and check out the “Twitterfall” on the screen—a Twitterfall is a cascading flow of Tweets and online conversations relevant to an event or topic, in this case, Tennis—and then connect to the tournament’s twitter feeds through their phones or computers. The @rogerscupto Twitter handle offered fans current information on tennis celebrities, an ATP tour news feed as well as tweets by existing Rogers Cup twitter account followers. Specially trained Digital Brand Ambassadors (DBAs) engaged consumers and explained how to join the conversation using Rogers Smartphones.

The DBAs were also responsible for starting and maintaining conversations with Twitter followers worldwide, and became the Twitter world’s “behind the scenes” eyes and ears of the tournament. The campaign gave tennis fans a hands-on opportunity to learn how a Rogers Smartphone can help them stay connected to their favorite passions. The program’s reach extended as far as Europe and the Middle East and earned more than 1,250 new Twitter followers.

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