Case Study

The Spanish Basketball Federation pioneers the streaming of women's sport on Twitter with the Dia League

Key results

The opportunity

At the beginning of 2018, the Spanish Basketball Federation signed an agreement to broadcast a weekly game live on Twitter, with the support of the Dia Group, the official sponsor of the Women's Basketball League.

14 games were broadcast on Periscope, including two play-off games.

With this initiative, the Spanish Basketball Federation became a pioneer in Spanish sports, using Twitter as the digital platform to promote the values of basketball and increase the presence of women's teams.

The agreement and joint work of the FEB, Dia and Twitter have become a benchmark for other national and international clubs and federations.

The strategy

The Spanish Basketball Federation worked with a professional audio-visual production team to guarantee the highest possible audio-visual quality for their live content .

The organic activity surrounding the event was increased substantially for games with the largest numbers of viewers.

Likewise, the campaigns used event and interest targeting processes to reach the target audiences.

Dia used different pre-roll video shorts during the competition, alternating their use according to their performance.

The power of Periscope

Top-quality live broadcasts of each game with commentators.

Pre-game conversation.

The high amount of organic activity surrounding each game was used to create a buzz and amplify the reach of the event.

Video and more video.

Creating and including any type of video: highlights, upcoming games, player tributes, longer videos etc.

The success

The campaign achieved the objectives of providing high-quality broadcasts of games on Periscope, and also of taking women's basketball to new audiences with interest targeting.

In addition, this was the first time in history that a Spanish national women's team game was broadcast live on Twitter, hitting a spectacular 600,000 impressions.

The growing number of viewers of the live broadcasts of each game, driven by Dia's sponsorship agreement, helped the Spanish Basketball Federation spread the word successfully about how to support Spanish women's basketball.

 

The Spanish Basketball Federation has found the best partner in Twitter to implement its content digitization strategy and to expand its fan base, with the purpose of promoting women's basketball in Spain. We have managed to help our competition and its players receive the recognition they deserve thanks to an on-going effort and to the essential support of Dia.

Jorge Garbajosa, President of the Spanish Basketball Federation and former player of the Spain men's national basketball team

Solutions used

Expanding reach

Tweets are everywhere. And this enormous, international real-time reach is within your brand’s grasp.

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Audience targeting

You want your message to be heard by the right person. Twitter's targeting capabilities ensure it will be.

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