Sports Interactive Europe 2016 - Summer of Sports - Thomas Metz - Twitter

Twitter’s Sports Summer@metzHead of Sports Twitter Benelux

SPORTS55%

AWARD SHOWS12%

GOV12%

TV SHOWS10%

OTHER11%

Source: Twitter Internal 2015

Most discussed live broadcasts on Twitter

66%OF USERS USE TWITTER AS

SECOND SCREEN WHILE WATCHING TV

50%OF ALL TV-RELATED TWEETS ARE

ABOUT SPORTS

Source — Twitter Data, 2016

LIVE

UEFA, Teams & Players

57%Players on Twitter

96%Teams on Twitter

Putting the fan at the heart of the strategy

Twitter

With Famous Players and

#MOTM

Q&A

For every game, one question from Twitter was asked to the

Man of the Match

Branded Twitter

With Kevin de Bruyne

Q&A

Part of Orange’s De Bruyne Campaign was this change for

fans to ask their question

Branded Twitter

With Kevin de Bruyne

Q&A

Part of Orange’s De Bruyne Campaign was this change for

fans to ask their question

Tweets Displayed in the

Big Screens in all stadiums

10

Pre-game, during halftime and

after the game

Biggest Fan Zones

5

Tweets & data viz Displayed every day all day in

Paris/Lyon/Marseille/Nice/Toulouse

Tweets Displayed in the

Tweets to Light-up

The Eiffel Tower

Every Game day, the most supported Team on Twitter won

@LaTourEiffel

With @Orange

EURO X3 Slides

Results

109MTweets

during the competition

10MUsers

By

32.6BImpressions

during the competition

RIO 2016

STRATEGY

BRING PEOPLE CLOSER TO RIO

Carioca Aqueduct Morro Dois Irmaos Mountain

260 EMOJIS!

VV

Home Notificati Messag MeMoment

Tweet

66K RETWEETS 120K LIKES

Usain St. Leo Bolt @usainbolt

Jamaica Stand Up!! This is for you my people

@Olympics #Rio2016

TWEETS

IMPRESSIONS

187M

75B

Results

21M TWEETS WITH VIDEO

Advertisers won with Amplify

PUBLISHERS

TWITTER AMPLIFY IS A WIN, WIN, WIN

PUBLISHERS

PUBLISHERS + BRANDS

TWITTER AMPLIFY IS A WIN, WIN, WIN

PUBLISHERS + BRANDS + FANS

TWITTER AMPLIFY IS A WIN, WIN, WIN

+

Published to Twitter within a few minutes

vv

Luis Suarez humiliates David Luiz on his way to a brace! #ChampionTheMatch @Heineken

FOX Soccer @FOXSoccer

Tweet

27 RETWEETS 73 LIKES

Promoted by Heineken

FOX Soccer @FOXSoccer Luis Suarez humiliates David Luiz on his way to a brace. @HeinekenSoccer #ChampionTheMatch

FOX Soccer @FOXSoccer Luis Suarez humiliates David Luiz on his way to a brace. @HeinekenSoccer #ChampionTheMatch

SNAPPY TV

LIVE

EDIT

SHARE

Olympic Example

VV

7Olympics@7Olympics

Tweet

246 RETWEETS 499 LIKES

Promoted by Maccas

#GoLIVE

Live content is being accessed in new ways

Mobile

Social

ConsoleOTT

Smart TV DVR

REACH NEW GLOBAL AUDIENCES

Target Millennials’ new live content viewing habits

DRIVE MOBILE VIDEO VIEWERSHIP

Serve content to audiences on-the-go and in-the-moment

GROW BRAND CONVERSATION

Leverage Twitter’s live connected audience on and off platform

INCREASE CONTENT MONETIZATION

Sell incremental digital reach for your content

Twitter is well positioned to be your simulcast partner

NFL LIVEThe best of both worlds in one place: the live video content ánd the conversation

vv

Tweet

Landscape streaming Full screen in landscape

LIVE

Logged-out

LIVE

Seriously @twitter live stream of #TNF has been great. Even the commercials - dare I say it - seem more enjoyable. @ged @NFL

5 37

Cynthia Chang

@cynthiawc

#TNF thanks for allowing me watch football all the way from Maputo, Mozambique #NFL #BillsvsJets

43 180

Yoni

@yonithegr8

Statement never before heard in offices around the nation, being heard this morning: "You see that game last night on Twitter?" #TNF

59 218

Paul Vigna

@DeAngeloRB

#Questions

#ThankYou