The Debut
Sports games have become dual-screen events with Gatorade’s audience flocking to Twitter after every play.
Watching TV and using a mobile phone is the new norm, but nothing has brought the two experiences together into one. We wanted to turn the second screen into the only screen – to turn a live broadcast from a spectator sport into a fully interactive social experience.
#TheDebut is the first real-time sports broadcast experience designed for a digitally native audience. Each broadcast became a unique experience, merging the best of social into the game itself.
We found the top high school teams and players you couldn’t see anywhere else and broadcast eight games live on Gatorade’s Twitter handle. #TheDebut gave the reigns to the fans watching at home, letting them lead a live conversation.
Live tweets led the on-air game conversation, from the game MVP to what was shown on the hand-held host cameras. The conversation online became the broadcast’s dialogue. For the first time ever, fans did more than just watch the game – they became part of it.
Gatorade also responded in real-time on Twitter creating highlights as they happened, tweeting custom emojis in reaction to big plays, and building Twitter Moments that recapped the best content from each night’s game.
During #TheDebut’s two-month schedule, Gatorade’s Twitter followers increased 25x the average follower growth rate.
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