Instead of simply releasing mock draft picks online, the @NFL had Daniel and Bucky take turns picking for teams.
The three accounts tweeted out selections, commentary and other information, such as who was on the clock.
They discussed their picks in their Tweets, using exclusive video (including player highlights) to bring the conversation alive for their followers.
Creating the mock draft over Twitter gave it a very real feel, so that fans everywhere could interact directly with experts, as other analysts joined in on the fun. You can see the whole conversation here.
Tell us about your most innovative uses of Twitter at email@example.com.