A mock-up of an instant replay embedded in a Twitter post from ESPN.
For the holidays this year, college football fans are getting the gift of portable instant replay.
Starting Saturday, in time for bowl season, Twitter in partnership with ESPN and Ford will provide embedded replays from football games in posts sent via Twitter. Both ESPN and Ford will promote the tweets.
“The instant replay applies classic Twitter strengths, mainly mobile and real time, to video,” said Glenn Brown, the director of promoted content and partnerships at Twitter.
Fans of college football will be able to see the replays on whatever platform they use to access Twitter, though ideally with a mobile device, Mr. Brown said. “You get an alert on your phone, you can run into a bar and catch the rest of the game,” he said.
Instead of being sent to watch the video clips on a separate Web site, users will be able to watch the videos without having to leave Twitter.
The replays, which will begin with a short promotional clip for the Ford Fusion, will be selected by ESPN’s college football editors. The posts will be promoted to people who are not following Ford or ESPN but who may be interested in the clips based on the people they follow, and what they post to Twitter about, Mr. Brown said.
“When it comes to college football it’s a tremendous opportunity to watch across all our screens,” said Lisa Valentino, the vice president of digital and mobile advertising sales at ESPN. “That appetite is tremendous.”
Tanzina Vega writes about advertising and digital media. Follow @tanzinavega on Twitter.
Article source: http://mediadecoder.blogs.nytimes.com/2012/12/14/espn-to-use-twitter-to-send-instant-replays-of-college-football/?partner=rss&emc=rss
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