Twitter & the NBA Finals
During the 2016 NBA Playoffs and Finals, Twitter wanted to position itself as a leader in real-time sports updates and drive awareness around unique products, such as Moments and Conversation Cards. To make Twitter the go-to for Finals content and increase familiarity with new products, we hyper-targeted interactive content to relevant audiences. Our daily narratives drove strategy for content “in the game,” “around the game,” and “around the hype,” tracking unfolding stories in real time while recognizing the legacy of key teams and athletes.
Responsibilities: Content strategy + research, Investment + measurement, Community management
real-time optimizations
We targeted personalized content to respective team fans before, during, and after each game, optimizing for highest performance in real time. We also curated content for different audiences based on their fan level; fringe fans, for example, were served a Moment about Russell Westbrook's fashion faux pax, whereas knee-deep fans were targeted with a poll comparing Steph Curry and Lebron James.
daily narratives
We kept a close eye on developing NBA storylines, from “in-the-game” upsets like a knee to the crotch, to “around the game” events, like Craig Sager's passing, and even to “around the hype” buzz like Drake playing hooky and missing almost every Raptors game.