Tag Archives: sports

Pinterest Still A Good Option For Sports Brands

During the Christmas holidays, when I told my mom that the brand whose social media I manage had a Pinterest page, she was somewhat surprised and curious. What in the world, she wondered, could a sports brand gain on Pinterest?

Actually, there is and continues to be quite a lot still to be gained from pinning and repinning.

It goes without saying that there are a lot of options out there to engage an audience via social channels. Some, like Facebook and Twitter, are more established that others.

Each time a new social media channel comes along, there’s the tendency to expand social reach there and do what you can to make your brand’s presence make an impact and stick.

That’s where brands such as Pinterest were about a year ago. Once the opportunity to create a Pinterest brand page, there may as well have been a ‘Oklahoma Land Rush’ to set a sports brand’s page up on Pinterest.

Now, a year later, it’s easy to move away from Pinterest and focus on areas such as Facebook or Twitter.

But Pinterest can still be very valuable for brands, as odd as some casual observers may find it.

For starters, if you have any merchandise to sell, it’s a tremendous tool, especially if its new.

Photos of great moments or fans having a great time? That can be a gold mine on Pinterest. If you can get fans to re-pin content like that, it can do a lot of engage fans – especially in off-peak times.

Here’s a look at who does it well among sports brands

The Portland Trail Blazers cast a wide net, posting content for current promotions, great historical moments and even use it as a means for fans to keep up with them on other social networks.

The University of Washington does a nice job of upselling the entire experience of being around Seattle and the UW campus.

In the NHL, the Pittsburgh Penguins use multiple boards to push out images of current and former players plus images of Penguins and hockey inspired food. Few things can energize fans for about the at-game experience than posting about and talking about food!

And who doesn’t love posting about their young fans? The Atlanta Falcons have taken advantage of that with a board of baby photos of fans in Falcons gear.

Pinterest is not a one-size-fits-all network. And with different brands looking to emphasize different things, that’s a good thing.

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Stewart’s Gesture Adds Another Comparison To Earnhardt

It’s a dangerous thing when anyone compares a present NASCAR driver to Dale Earnhardt Sr. It’s almost like comparing someone to Michael Jordan or Bear Bryant. No matter what they do, they’ll never match all that those icons were able to do.

But Tony Stewart is treading close to Earnhardt territory not only on the track, but off it.

Like Earnhardt, Stewart has won multiple championships, gained a reputation as being an aggressive driver on the track and still seeks a Daytona 500 victory (Earnhardt finally won Daytona in 1998 after 20 years of trying).

And then there is this – that after Sunday’s Daytona 500, Stewart visited fans injured in as a result of the wreck near the end of Saturday’s NASCAR Nationwide Series race. Here’s the  thing, though. There were no cameras, and Stewart didn’t appear to be doing it for attention. The visit was only reported after word was leaked to ESPN and Stewart’s camp confirmed that he did indeed visit the hospital.

This wasn’t a PR / image friendly TV spot. This was an ambassador of a sport saying, ‘get well soon and keep your head up,’ so to speak.

It’s not too different from what Dale Earnhardt was known for. There are stories within NASCAR from when Earnhardt was alive where there would be a family in need and Earnhardt would help them – only if everyone agreed not to let anyone know he was behind it. 

Within two hours, one driver may have done more than any statement at press conference could ever do. 

The importance of being spontaneous

Fair or not, one of the most talked-about things from the Super Bowl will the 34-minute long power outage at the Super Dome.

Any time so many people watching an event have a diversion like that, things become downright entertaining on social media with countless individuals taking attempts at humor in light of the situation. The Packers – Seahawks ending this past season the the jet drawer explosion in the Daytona 500 come to mind, at first thought.

The key, for social brands, is to loosen up and get away from the structure and calling an audible, if you will. Here are some of the better ways brands capitalized on a very captive social audience. Major kudos to Oreo for the sharable content, too. It was retweeted more than 12,000 times within three hours, according to Buzzfeed.

Here are some of the better reactions to the black out, via USAtoday.com

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