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finalist: #SCtop10
This entry was a finalist in the 6th Annual Shorty Awards which took place in 2014.
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Produced by

ESPN

Categories

Twitter Campaign Hashtag on Twitter

About this entry

As ESPN's flagship program, SportsCenter provides TV's most thorough presentation of sports news, highlights and analysis. The Top 10 plays of the night are a cornerstone of SportsCenter’s television presentation, and #SCtop10 is the thriving extension of the show in the social space.The #SCtop10 hashtag is a testament the show’s cultural impact, as fans strive to see their favorite plays and highlights on ESPN every night. It offers a way for SportsCenter to expand its content offerings and include user-generated video and sports that may have less awareness. Ultimately, the show ends up using #SCtop10 to its advantage, serving more fans, more sports, and maximizing a great show element.

However, a true indication of the hashtag’s ability to cut through is that it’s not just fans using #SCtop10 in on Twitter. Colleges, pro teams and athletes are also now putting the hashtag in tweets about games organically.

#SCtop10 was tweeted nearly 1 million times (970K) this year, up +145% from 395K last year. It garnered a multi-million-dollar sponsorship package from Mazda and also spawned an #SCtop10 "sub brand" of #SCnumber1, where fans can re-order the top 2 plays through tweet volume.

The hashtag has also migrated to other emerging platforms and is regularly used on Facebook, Instagram and Vine.


Why does this entry deserve to win?

https://blog.twitter.com/2013/a-hashtag-home-run-for-sportscenter
http://youtu.be/PlRh0DQa9Nk

See other entries from 6th Annual Shorty Awards Best Twitter Campaign