It’s football season at last! The NFL is rolling out new twitter timelines for every game and even the league itself. The experience features real time scoring updates and commentary from the NFL, players, average users and the general media in an effort to connect and engage consumers with valuable content. The timelines make it even easier to track games, teams and players live, while watching the broadcast or not.
The feed recognizes any comments or searches bearing relevant NFL keywords; for instance, a search for #RamsvVikings, or #STLvMIN would yield updates and reactions to a phenomenal 34-6 victory from the Purple People Eaters, including a scintillating 67 td yard run by Vikings sophomore Cordarrelle Patterson.
If you followed the World Cup soccer this past June, the experience may feel familiar. FIFA implemented this strategy to great effect last June, promoting over 672 million tweets throughout the tournament.
What remains to be seen is how and when this vehicle will open itself up to brands. Major sponsors of the NFL would be remiss not to join in the fun and reach viewers consuming content via second screens to drive greater engagement, ad recall and purchase intent. Even brands not advertising on NFL programming would be wise to join in on the action. (Queue snarky comments weaving brands into the gridiron narrative: “Will somebody get Tony Romo some fast-acting Advil?”).
This Twitter initiative is a great move from the NFL, but it shouldn’t be the only brand to benefit.
Will Centner, Integrated Communications Assistant