About this entry
SportsCenter asked its 8 million strong following on Facebook to rank their favorite "This Is SportsCenter" ads for an hour-long TISC countdown special on ESPN, with fan voting determined the order of the Top 10 in the show. The objective was to create an interactive fan voting app on the SportsCenter Facebook page where fans could vote, drive interest through a series of strategic posts and promotional spots on the television show. In the weeks leading up to the show, the brand did the following to ensure fan interest both in the show and among the loyal social media following:
• Posted classic TISC spots to Facebook page with links to voting app
• Regular TV promos with celebrity host Jason Sudeikis
• Gave away 20,000 Burger King gift cards to the first fans to rank all 10 videos
Both the Facebook voting and the hour long special that benefitted from it were a rousing success. Over 1.1 million votes cast on the app, and it resulted in the single biggest week and the two biggest individual days in brand page history. Fans stayed on the voting app an average of four minutes on the page, and all 20,000 gift cards were claimed within three hours of the vote opening. The contest capitalized on an immensely popular, decades-long advertising campaign, and offered SportsCenter a chance to let fans affect the production of content that was ultimately for their viewing pleasure.