Wolves Madness- Minnesota Timberwolves Social Media Campaign

#WolvesMadness Social Media Campaign

March 1- March 11

WHAT IS #WOLVESMADNESS?

The #WolvesMadness campaign was designed around the use of a single hashtag to foster fan engagement and create excitement built around the Minnesota Timberwolves. Timberwolves fans were

prompted to track the #WolvesMadness hashtag to win prizes and unlock incentives that were available exclusively on social

media.

The ten day campaign began on March 1st and concluded with Social Media Night on March 11th.

When #WolvesMadness reached 500 Tweets...

TWEET FROM THE SUITE

GIVEAWAY

– Eight fan followers were selected

to join the FOX Sports North Social

Media Suite to 'takeover'

Timberwolves social media on

Social Media Night

– The winners spent the evening

with the FSN girls and provided

the live game updates on social

media

– The winners also participated in

the FSN Broadcast


TIMBERWOLVES FASTBREAK FOUNDATION DONATION

– In honor of the NBA’s Read to

Achieve month in March, the

FastBreak Foundation donated

1000 reading supplies to local

community groups:

• 1000 posters

• 1000 bookmarks

• 1000 folders


PLAYER MEET & GREET

• Prize included:

– Two lower level tickets to the

Timberwolves game on Social

Media Night (March 11th)

– Authentic team signed basketball

– Opportunity to meet Corey Brewer

after the game

Other prizes

Winners were periodically selected throughout the duration of the campaign for use of the #WolvesMadness hashtag.

• PRIZES INCLUDED– Timberwolves tickets – player and team signed basketballs– Timberwolves baseball caps and other merchandise

Fans were directed to Timberwolves.com/wolvesmadness to track the #WolvesMadness hashtag and view hashtag activity

The hashtag was tracked with a gauge that increased as the number of tweets grew:

Campaign Promotion

• IN-ARENA PROMOTION:

– Fans prompted by in-arena hosts

to tweet the hashtag

– "Tweet #WolvesMadness"

displayed on the score board

– Twolves Army held

#WolvesMadness letters during

games leading up to Social Media

Night (March 5th, 7th, 9th, and

11th games)

Campaign Promotion:

• FOX SPORTS NORTH PROMOTION:

– #WolvesMadness was

promoted during FSN

Timberwolves telecasts:

March 5th, 7th, 9th, and

11th games

– Promoted by FSN and the

FOX Sports North girls on

social media

Social promotion on Facebook, Instagram and Twitter:

INITIAL POSTS TO KICK OFF CAMPAIGN:


• Daily tweets prompted fans to

use the hashtag to unlock the

incentives and win prizes

• As each hashtag level was

unlocked a corresponding

graphic was used to launch

the next incentive


• Fan tweets containing the hashtag were regularly retweeted

• Contests were ran throughout the campaign to keep fans engaged

SOCIAL MEDIA NIGHT- MARCH 11TH

A night completely focused around the desire to directly connect and communicate with Timberwolves fans by providing fun and unique ways to engage in real-time and bring the world of social

media into the Timberwolves arena

Social Media Night- March 11th

TIMBERWOLVES.COM PRE-PREGAME SHOW

• Interactive, live-streamed pregame show hosted by Timberwolves web/social team: Mark Remme, Kyle Ratke, Bridget Anderson

• The 30 min show was live streamed on Timberwolves.com

• Included #WolvesMadness promotion, #AskWolves segment (fan Q&A on Twitter), fan interview, social media discussion, fan tweets, and T.E.N. videos

• Total viewers: 1,414


FOX SPORTS NORTH SOCIAL MEDIA SUITE

• 8 fans selected at 500 #WolvesMadness tweets

• “ Tweet from the Suite”- The suite members "took over" Wolves Social Media & provided the live-game updates from their personal Twitter accounts- which were retweeted from the MNTimberwolves Twitter handle

Fox Sports North Social Media Suite, "Tweet from the Suite"


IN-ARENA SOCIAL CONTESTS• Contests ran throughout the game

that required fans to submit votes using Twitter:– “Wolves Klondike Challenge”-

Fans voted on what one "lucky" fan had to eat • Total: 231 votes

– “Play the DJ” - Fans voted for a song• Total: 141 votes

– “What's Up, Crunch?” - Fans voted for Crunch's next act• Total: 135 votes

• Prizes were awarded to fans who used the #WolvesMadness hashtag throughout the game


FSN BROADCAST• The campaign was promoted

throughout the FSN game broadcast to encourage fans to join the conversation on Twitter and win Timberwolves prizes using the #WolvesMadness hashtag

• Pregame, halftime and postgame hits included interviews:– Pregame hit:

http://youtu.be/C2or5GSceYQ– Postgame hit:

http://youtu.be/ps-MF0ldDq0

http://youtu.be/C2or5GSceYQ

http://youtu.be/ps-MF0ldDq0


PLAYER MEET & GREET• One fan selected at 5000

#WolvesMadness tweets• The winner and a guest were

taken backstage to meet Corey Brewer after the game and received a team signed basketball and a Timberwolves baseball hat

Totals:

• Total #WolvesMadness hashtags: 4,916 tweets (Date: March 1-March 11)– March 1st, 9:29pm: 500 hashtag

mark was reached– March 2nd, 9:03pm: 1000

hashtag mark was reached– 5000 hashtag mark was reached

on March 12th

• Real-time Tracker: #WolvesMadness

(Date: March 1-March 28)

Totals:

Top Posts: #WolvesMadness tweets with highest retweet rate

Totals:

#WolvesMadness use on March 11th, displaying high traffic times during the Timberwolves game. The highest peaks appear to be during the FSN broadcast pre- and postgame hits.

Wolves Madness- Minnesota Timberwolves Social Media Campaign

Social Media

Transcript of Wolves Madness- Minnesota Timberwolves Social Media Campaign