The NFL and Twitter: Doing Promoted Tweets Right
If you take a trip over to Twitter today, be sure and notice the promoted hashtag that leads the current pile of Twitter trends. It may be the most timely and relevant use of Twitter’s promoted tweets program, well, ever. Yes, there have been other examples of success using the Promoted Tweets advertising feature, but the one for today, #NFLMobile, is perhaps the most timely, especially when you consider the fact that NFL returns tonight, and fans are hyped up about it.
I suppose the convergence of NFL fans on Twitter and their embrace of the promoted #NFLMobile trend is a great definition for the word “synergy.” Not only does today’s Promoted Tweet “fit,” because NFL fans are pretty much willing to retweet anything football related, the NFL is getting some fantastic word of mouth advertising, even if the some of these responses are just people using the first NFL-related hashtag they come across.
That being said, there are a lot of tweets from folks who could actually be using the NFL’s mobile app service, which, unfortunately, is only available on the Verizon network. No matter, DirecTV doesn’t limit their customers in such a manner, and Sunday Ticket is now available on mobile devices.
As for the promoted trend in question, some folks are actually promoting the product, while others are just using it because it’s NFL-related. See for yourself:
#NFLmobile cuz I’ll be I’n class tonight, and work every Sunday morning.Thank u lord for
While these two are indeed happy the NFL Mobile app is ready for consumption, the majority of the responses used #NFLMobile just because it mentioned the NFL:
#NFLMobile are you ready for some Football? A Thursday night party.
#NFLMobile can’t wait until the eagles play on Sunday
So yeah, not really down with promotional aspect of the hashtag; instead, they’re just happy the NFL is back. Of course, it’s doubtful the NFL or Verizon minds if the product isn’t necessarily being promoted in various tweets because use of the hashtag takes care of that for them.
And then there are those who simply understand the business of Internet promotion:
Megan is absolutely spot-on with her analysis concerning Verizon. The NFL is front-and-center in regards to social events on the docket for tonight, so why not relate your product to where all the buzz is going? It only makes sense, especially when your product fits with what’s buzzing, and it’s a savvy move on the part of Verizon and the NFL.