For the majority of Gen Z, tuning into live sporting events on linear TV has become an obsolete method of staying up-to-date on the latest game or competition, with these younger consumers instead largely turning to social media channels for event highlights and sports news.
So, the Westminster Kennel Club has overhauled its social media strategy for the 147th edition of its titular dog show to appeal to this digitally-native audience. Rather than use social media as a supplement to the TV broadcast, the Westminster Kennel Club, and its creative agency, GLOW, have instead focused on transforming the organization’s social channels into the primary destination for Gen Z audiences to view the dog show.
For this year’s dog show, which began on May 6 with a dock diving event and an agility competition and runs through today, the Westminster Kennel Club has teamed up with Fox Sports to directly capture moments from the TV broadcast and upload them across both the organization’s and Fox Sports’ social channels. Though the Westminster Kennel Club and GLOW are also still incorporating some on-the-ground photos and video footage into the organization’s social content, this new emphasis on broadcast clips “aligns more closely with how sporting teams cover their live events,” said Alicia Barillari, an account manager at GLOW, in an email.
For example, NBCUniversal has partnered with Twitter to post real-time updates from the Olympics since 2021, and struck a deal with TikTok last year to do the same.
from Digital Marketing Education https://ift.tt/hgUL7V4
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