This year’s @MotoGP season has been more emotionally charged than ever. After 2015’s end-of-season controversy and rule changes, it’d be difficult to bet on this year’s winner. Whatever happens, Twitter is the place where fans come to experience all the excitement of the championship live as it happens through updates, exclusive content and above all video.
As the main broadcaster of every @MotoGP race in Spain, digital TV platform Movistar+ (@movistarplus) saw this as an opportunity to extend its relationship with @MotoGP beyond television. Through Twitter Amplify, which enables brands to associate themselves with premium content and connect directly to fans, @movistarplus became the exclusive sponsor of some of the best moments of each race, in real time. Tweets of @MotoGP video highlights featured pre-roll promoting @movistarplus programming. The campaign raised awareness of @movistarplus’s brand, reinforced its association with @MotoGP and, what’s more, positioned it as innovative in the digital space.
The campaign has seen excellent results. Each race brought over three million impressions and over 43,000 engagements. And we know that Amplify lifts funnel metrics as well – a 2015 Nielsen Brand Effect Study showed Amplify boosting message association (+ 10pp), brand recall (+ 9pp), favorability (+ 24pp) and intent (+20pp).
Twitter Amplify brought together the work of Dorna, who own MotoGP media rights, and our own media agency Forward Media, to put the Movistar + brand at the heart of the #MotoGP conversation when it mattered most to fans.Cristina Burzako@cburzako,Marketing & Communication Director, Movistar+
Check out this short video and feel the impact of the campaign for yourself:
How Twitter Amplify put Movistar+ at the heart of the #MotoGP conversationhttps://t.co/KLtP4QDWjX— Twitter Ads UK ( @TwitterAdsUK) July 12, 2016
The success of @movistarplus’s campaign goes to show that Twitter is the perfect companion for live events, and the place where brands can capitalise on the online conversation about them.