The paper "NFL Social Media Sports Campaign - Twitter Amplify" is an outstanding example of a marketing case study. Social media has emerged as a very powerful marketing tool today. Companies across industries are turning to social media in large numbers as a campaign tool because of the popularity of social media. Since the beginning of the 21st century in 2004 following the emergence of Facebook, a number of social media sites have emerged that people use to engage and interact with each other key among them being Facebook, Twitter, Instagram, Snapchat, WhatsApp, YouTube, and LinkedIn just to name but a few (Newman & Peck 2013, p.
14). The sports industry, in particular, has been a pioneer in the adoption of social media as a marketing tool (Bruton 2015, p. 195). Social media provides users with the opportunity to get real-time updates, team statistics, and scores update 24 hours a day. Besides, social media has changed how teams interact with their fans and how individual players build their brand. Zinn (2015, p. 12) study reveals that fans are using multiple forms of social media platforms to talk about their teams and the teams and players have also taken notice of this and have turned to various social media platforms, such as Facebook and Twitter to leverage game interaction with consumers and fans.
The American National Football League (NFL) is an example of the sports leagues that use social media as a marketing platform. This social media campaign analysis is based on the NFL Twitter Amplify Program sports campaign by assessing its strengths, weaknesses, how it engages with fans and the major strategies used. Strategy Used to Engage Users NFL is believed to be the most popular sport in America.
According to a study conducted by Harris Interactive in 2012 found that 34% of Americans cited the NFL as their favorite sport (Jaffery 2015). However, industry analysts predict that NFL sport will reach saturation in its market soon. Therefore, the NFL intends to increase its market share by expanding to other parts of the world, including Europe, Australia, and Canada among other countries. To attract fans and to market this sport, the NFL is turning to social media that provides it with a platform for engaging with its customers and fans from across the globe. Twitter is one of the social media platforms that NFL uses to promote its brand.
In particular, NFL promotes its brand using Twitter Amplify that allows the league to reach out to more than 350 million users (Murphy 2013). The Twitter Amply as a campaign platform for NFL allows NFL to promote the league by streaming highlights of selected games, which are equipped with short video ads from partners like Verizon and McDonalds.
The Twitter Amply campaign has proved a big success since NFL started using this platform for marketing its brand to the extent that it has been dubbed the “ champ of Twitter’ s Amplify Program” (Zafar 2013). NFL uses Twitter Amplify in a variety of ways to engage with fans and customers. NFL uses live twitter’ s components to connect with fans from across the globe. As soon as the big play develops on the field between teams, a highlight for the play is immediately availed through NFL Twitter account for fans.
The highlights provide NFL with an effective way to engage users. Besides the play highlights that are made available on the Twitter accounts, NFL also engages the users through a call-to-action prompt on television to tweet views (Murphy 2013). Additionally, NFL also engages its fans by giving them the opportunity to participate in a Twitter poll (Zafar 2013). Once the fans have participated in the Twitter poll, the results are then discussed on air by analysts.