Best Brand on Twitter

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6th Annual Shorty Industry Awards Finalist


Produced by:


Date submitted:

Feb. 18, 2014


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Team members: Marcia Keegan - VP Production, Michael Shiffman - Executive Producer, Ed Eck - Producer, Scott Turken - Producer, Steven Roberts - Segment Producer, Daniel Duquette - Associate Producer, Tim Dwyer - Associate Producer, Kate Radway - Associate Producer, Stefan Carter - Production Assistant, Kaitee Daley - Associate Producer, Robert Snyder - Associate Producer, Chere Boone - Segment Producer, Nicole Peterson - Production Assistant, Mike Bucklin - Producer, Gabe Goodwin - Coordinating Producer

About this entry

SportsCenter - ESPN's flagship program - provides TV's most thorough presentation of sports news, highlights and analysis. The show’s Twitter account strives to deliver on the promise of ESPN’s mission statement, “to serve sports fans anytime, anywhere,” while extending SportsCenter into the social space and making ESPN’s TV presentation better through social media.

@SportsCenter aims to share content that our fans care about and enhance the show with material that is born in social. If our content is more engaging, the fan’s experience is enhanced on a second screen. Additionally, 6.6 million fans provide a platform that advertisers are eager to reach fans on.

The case for why this entry should win a Shorty

@SportsCenter is the definitive source for breaking sports news on Twitter and an aggregator of ESPN’s most shareable content. SportsCenter aims to serve fans through concise news summaries, high-end Photoshop art, curated “cool/buzz” content, highly-produced videos and creative storytelling. Social producers also scour the web and keep ESPN’s newsgathering up to speed with social media storylines.

SportsCenter’s Twitter account has also generated multiple succesful sales campaigns, including the hallmark #SCtop10. Several times per week, producers encourage fans to use hashtag to help find the best plays of the night, including user-generated video and sports that may have less awareness. The hashtag has earned critical acclaim for its success, which was also highlighted by Twitter as an innovative use of the platform.

Social takeovers have also been a successful focus of the show’s Twitter account. In June, Golden State Warriors star Stephen Curry took over @SportsCenter and its associated Vine account, providing live commentary and reaction for Game 3 of the NBA Finals. The stunt proved a successful launching point for SC’s Vine presence, as it now stands as a leader among all sports news brand accounts.

Additionally, SportsCenter was a top-25 most social TV show for 2013, according to Nielsen’s SocialGuide Intelligence rankings. @Sportscenter was mentioned 1.3 million times in December, leading all TV program accounts for the month (2X more than No. 2 @NBCTheVoice and No. 3 @TheXFactorUSA combined).

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