SHORTY AWARDS TEAM USA MIRACLE ON ICE LIVE BEST USE OF TWITTER

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1 SHORTY AWARDS TEAM USA MIRACLE ON ICE LIVE BEST USE OF TWITTER OBJECTIVES Every Olympic Games has memorable victories, legacies, and moments of greatness tucked away in the history vaults. And this country s Olympic history is a gold mine unlike any other. February 22 nd, 2015, marked the 35th anniversary of when the "Miracle on Ice" became part of American sports lore. Stories about where people were when Team USA s young hockey team pulled off the stunning 4-3 upset against the Soviet Union have remained vibrant over the years. But what if you weren t alive in 1980? Team USA s social media team proved that the opportunities to unleash history on a new generation and reminisce with an old one are endless with a little creativity. In honor of the 35th anniversary of the legendary Miracle On Ice game, account (now known tweeted the game as if Twitter existed 35 years ago. STRATEGY AND TACTICS Tweets were sent out at the exact time that moments in the game occurred in By watching the original footage of the broadcast weeks beforehand, the team was able to create a minute-by-minute timeline of the game s action. The team then set to work, preparing for the event by gathering archival photos from the game and creating graphics in the vintage style that became iconic to the era. The final product included verbatim color commentary, stylized graphics, original photos, score updates, and more. EXECUTION Utilizing the detailed log of the game, the social media team was able to effectively educate fans about the live tweet and tease the event. Just as any sports live tweet conducted today, once the game began, the team was prepared with lineups, good luck messaging, score graphics, quotes, intermission graphics, archival photos, and congratulatory messaging to walk fans through an accurate experience of the game. The social media team consistently interacted with fans throughout the game, thanking them for cheering on Team USA through such an important game. After the live tweet had concluded, the team then posted an imitation press release to TeamUSA.org, detailing the historic win. EVALUATION OF SUCCESS / RESULTS / ROI The live tweet was considered a great success, and news of the anniversary event was picked up nationally by fans and media outlets alike. On social media, results of the #MiracleOnIceLIVE event were tremendous: Over the course of the tweeted 70+ times, complete with vintage graphics and photos Tweets garnered more than 17K+ retweets, 23K+ favorites, and 9,943 replies #MiracleOnIceLIVE hashtag was used over 12k+ times for a potential reach of over 44M+ #MiracleOnIceLIVE trended in the United States for 3+ hours and over 4+ hours in specific cities, such as Los Angeles, Chicago, Phoenix, Denver, Toronto, Boston, and Minneapolis

2 WEB SITES / URLs All tweets s live tweet of #MiracleOnIceLIVE were later archived through storify for our fans who were unable to follow along during the event. Storify: After the game, the team posted an imitation press release, detailing the game and previewing the upcoming match against Finland, as if the game had actually occurred. This cross-platform promotion of the event proved a fun, useful archive of the event for our fans. TeamUSA.org Press Release: SCREENSHOTS OF #MIRACLEONICELIVE The team teased the event across all social channels with graphics created in the style of the era s television broadcasts: After teasing the event across Team USA s social channels, the team changed all social headers, bios, and avatars to support the #MiracleOnIceLIVE event:

3 Team USA even showed off Coach Herb Brooks infamous pregame speech as the live tweet began, setting the scene from the 1980 Olympic Games in Lake Placid, New York: Team USA also let fans experience the environment of the arena through the use of photos from its extensive archives: Utilizing verbatim commentary from legendary broadcaster Al Michaels, fans felt as if they were on edge, watching the television broadcast, exactly as they would have 35 years ago:

4 After each intermission, Team USA posted graphics that updated fans on the score, made in the style of the television graphics of the day. When a player scored, the team utilized archival photos along with stylized graphics that mirrored the television broadcast to celebrate the goals with fans: The final call, Do you believe in Miracles?, was immortalized in sports history again as the final tweet of the game was posted:

5 ROI STATS On social media, results of the #MiracleOnIceLIVE event were tremendous: Over the course of the tweeted 70+ times, complete with vintage graphics and photos Tweets garnered more than 17K+ retweets, 23K+ favorites, and 9,943 replies #MiracleOnIceLIVE hashtag was used over 12k+ times for a potential reach of over 44M+ #MiracleOnIceLIVE trended in the United States for 3+ hours and over 4+ hours in specific cities, such as Los Angeles, Chicago, Phoenix, Denver, Toronto, Boston, and Minneapolis MEDIA COVERAGE Reporters from Sports Illustrated, Twitter, and CNN among others were quick to pick up on the national event: The Twitter Sports team supported the campaign and promoted to their extensive following. With twelve of the players on that miraculous team hailing from Minnesota, teams like the NHL s Wild shared their connection to the live tweet with their fans:

6 TESTIMONIALS Our Team USA fans were excited and enthusiastic about the live-tweet: