But how can the tournament itself start to have a personality? And perhaps an even bigger question is this: Since these are neutral locations, everyone is traveling to play. How do you get fan bases across the nation to have a voice in your stadium?
Enter Twitter.
The Old Spice Classic is hosted Thanksgiving Weekend in Orlando (details here, it wrapped last night). Upon visiting their website, I was drawn right in by the header at the top: "Tweet for your team and our live cheering section will yell for them."
What?
Naturally, I headed straight over to the @OldSpiceClassic Twitter handle (here). And there, right on the left hand side of the Twitter skin is this guide. It's 8 teams, 8 Twitter handles and whoever gets the most social media love controls this section in game.
I did a quick look at the timeline and it is pretty clever. Check these 2 images. Same crowd, supporting Fairfield and then Dayton....
This is fascinating.
What works about this (beyond the fun factor) is that this takes something you can't do from home and impacts the game. How many of us have yelled at our TV's as if the team could hear us? Now, with a little help in rallying your friends, you literally can be heard in the arena. This is a fascinating opportunity for teams to take and apply. How can you transform your arena, or the presence of your crowd based on fan chatter?
For a simple start of season tournament to generate this type of social media power really helps define it as a brand with a personality -- and no doubt this helps to impact the type of experience teams have for playing in the Old Spice Classic. Now all we need is a live audio/video stream of the crowd to drive this home!!!
Tune back in Wednesday for more digital best practices. Until then, follow me here, or on Facebook (here) or Twitter (I'm @andypawlowski)
As always, thanks for reading!
Andy
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