FOX Sports’s social media plans for World Cup Russia 2018 revealed
FOX Sports has announced an agreement with Twitter and Snapchat as part of its coverage of the FIFA World Cup in Russia to expand the broadcaster’s social content in the US throughout what will be a truly global event.
First, FOX Sports has teamed up with Twitter to produce a 30-minute live show from Moscow’s Red Square each matchday (27 shows in total). The show will be hosted by Rachel Bonnetta featuring guests like former Everton midfielder Landon Donovan. This live show will provide main match action highlights, recaps and Twitter users’ reactions. Only available in the US, to Twitter’s logged-in and logged-out audience, the live show will be streamed from @FOXSports and @FOXSoccer on all devices.
Still on Twitter, FOX Sports will also be active all along each day providing near real-time video highlights to Twitter for each game, including every goal scored, as well as video featuring talent Q&As, player/coach interviews and press conference clips. Of course, all live and video actions from FOX Sports on Twitter will include advertising packages for sponsors.
— Twitter Comms (@TwitterComms) January 9, 2018
Second, on Snapchat, FOX Sports will create a Publisher Story that chronicles the day-by-day drama of the event. Snapchat users will view recaps, preview and features produced especially for the platform via broadcast-level highlights and expert analysis of the main moments.
Snapchat will also produce, of course, a FIFA World Cup “Our Stories” featuring video highlights of goals and other key moments from the tournament provided by FOX Sports, alongside exclusive reactions from fans from Russia and around the world.
Alexis Ginas, SVP of Cross-Platform Solutions for FOX Sports, is excited by these both collaboration as it represents a great opportunity to leverage the world’s greatest sports event. “Alongside our FOX Sports-owned properties, they’ll help amplify this summer’s incredible live events programming – 64 matches total at the FIFA World Cup. We’ll immerse fans in the ‘beautiful game’ even further through our experts and fun, creative content from Moscow.” he said in a Press Release.
As Twitter and Snapchat are social platforms used a lot by football fans to comment and share reaction about a game, FOX’s strategy is interesting with the broadcaster targeting a quality audience with its next content and programming actions.
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