We’ve not really seen much smart activation using Twitter’s vine around sport. Even up to this year’s Superbowl the greatest excitement was around small clips of p[layers running out onto the pitch.
It’s a neat trick to catch a moment but the continual loop means that to work in commercial terms it really needs to be clever in order to capture something that people will want to share, and drive them potentially towards buying something the sponsor is selling.
Last night we caught Paddy Power’s tweet promoting round by round betting in Saturday night’s Mayweather Pacquaio fight. A little bit of technical smarts, nice colour association in the background and a continual loop that makes you want to keep watching, and pressing pause, and watching, and pressing pause.
We can’t reproduce it here on the site but it’s well worth checking out to see how good marketing around a big event can work.
Join us for Friday’s Digest when we will bring you 10 things you need to know about the biggest boxing fight in decades, where tickets are trading hands for $150,000.
