NBA Expanding Social Activation At All-Star Game To Include Snapchat, theSkimm
The NBA will make its first entry into the Snapchat photo-sharing platform and theSkimm online newsletter as part of its social media activation at this weekend's All-Star Game in New Orleans. The league will highlight Saturday night's Slam Dunk Contest on Snapchat, an application where photos are quickly viewed then are automatically deleted from company servers. The startup theSkimm, meanwhile, targets professional women as a daily news briefing, and Clippers G Chris Paul will contribute content previewing the weekend's events. NBA Senior VP/Marketing Melissa Rosenthal Brenner said, "All-Star is always a really good opportunity to push new strategic opportunities and help drive tune-in." Other NBA social activations this weekend will incorporate larger, more established platforms. The league will setup Instagram's InstaStop photo booths at various All-Star Game events around New Orleans that will allow fans to take self-photos, often dubbed "selfies," and post them on Instagram. A similar selfie feature on Twitter, the Twitter Mirror, will be used by players during the weekend. The NBA will continue its use of the Twitter Amplify feature to post near real-time video highlights of Sunday's All-Star Game on Twitter, including alternate camera angles now shown on TNT's TV broadcast. The clips will be sponsored by existing league partner State Farm.