Paddock Partners: NBC Extending Social Media Efforts Around Kentucky Derby
NBC Sports is adding to its extensive social media efforts for Saturday's Kentucky Derby through a new partnership with noted Vine video artist Ian Padgham and the creation of a new Derby social media portal called "Paddock 140." Located at NBCSports.com/Derby, "Paddock 140" seeks to make a link between this being the 140th running of the Derby and the 140-character limit on Twitter. The destination includes tweets from experts, fans and official horse handles, as well as Vines, photos and real-time Derby trends on social media. The alignment with S.F.-based Padgham, known at his @origiful handle, arrived after meetings with network officials in Russia during the Sochi Games, and he will be creating custom Kentucky Derby Vines that will be used both online and on air during the television broadcast. NBC Sports will also use the Twitter Mirror, a station where celebrities can take photos for use on social media, for the second year in a row. "The Derby is obviously so much more than just the two minutes of the race and one of those events that lends so well to social media," said NBC Sports & Olympics Dir of Social Media Marketing Lyndsay Signor. "Getting Ian is a big thing. I've had my eye on him for a while now."