Eye-catching short video (<15 seconds) conveyed the message immediately, included early branding, and worked without sound.
Keyword targeting reached the right audience, in this case fans of the Vegas Golden Knights.
Crucial information, like the game time and TV channel, were included in both the videos and photos, and the Tweet copy.
The NHL is focused on innovative ways to grow and measure viewership of the Stanley Cup playoffs. We tapped into today’s consumer behavior of engaging in Twitter while watching live TV. Conversation targeting enabled us to get our tune-in message in front of the right sports fans at the right time.