Tumblr and March Madness: a match-made in blogger’s Heaven
Sports Business Now interviewed Mark Coatney, Director of Tumblr, which ran a unique promotion during March Madness for fans to become their school’s representative on the social blogging site for the duration of their team’s run. We also discussed how Tumblr can be utilized in the sports industry.
- For those unfamiliar with Tumblr its both a simple blogging site and social network combined as you can share pictures, video, and text.
- Tumblr gave one fan from each school in this year’s NCAA Men’s basketball tourney to the chance to chronicle their experience with the Big Dance. They were posted on the special tournament Tumblr until the fan’s team went home. The idea has been executed with fashion brands, but evolved into sports and March Madness provided the perfect event to get a lot of people involved while playing into their passion for their school. The average age of Tumblr is 24, so obviously this caters to the many college students out there that use Tumblr every day. Over 5 million users (Tumblr currently has over 100 million blogs) saw the initial post announcing the contest in 24 hours.
- The NBA is one of the brands that has done well on the platform as Tumblr’s audience is 60% international and being that the NBA is such a global game, there is a nice correlation. The NBA also takes advantage of this platform by showing pictures in an exciting way that entices the fan to reblog their images. The MLB also has done very well along with teams like the Boston Bruins and the Portland Trail Blazers.
- Tumblr enables users to show their creativity mainly through pictures and teams can really capitalize on this by showing another point of view. Teams can use fans to depict their game experience, which ultimately can do a lot of the branding work for you. It also enables brands to use a form of storytelling that they are unable to do on their website with “the benefit of having a large network of people who are willing to share your story”, therefore spreading the ‘virality’ of your content.