Twitter What’s Happening Sports

The Challenge Creation of a new communication format based on infotainment

The pandemic emptied stadiums, but it made Twitter a prime place for fans to come together and continue to share their passion.

​Twitter became the new stadium, a perfect territory for brands to connect with their audience using Amplify – Twitter’s new sponsorship system. ​

​How do you communicate this new paradigm? With Twitter What’s Happening Sports: a digital event that breaks from traditional formats to reach brands in a new and attractive way. ​

​A high-level production that involves the creation of a new communication format based on infotainment: information and entertainment united in the same programme, with a top presenter such as Danae Boronat and some of the most renowned talents and influencers in the world of sport including Ona Carbonell, Mr. Chip and Olympic medallist Javier Fernández, among others.

The Project An unique event created to introduce advertisers to the possibilities that Twitter Amplify offers to meet their marketing objectives

The customer’s relationship with this new digital solution began when they received a personalised SMS with an offer to renew their mobile device. From there, they accessed the product offer landing page, where the whole transactional process began, which we defined and designed, at UX/UI level, at NATEEVO. ​

We started with research activities, analysing trends and segmenting user profiles to better define the visual and textual impacts that we had to offer during the process.​

After gaining clear insights, we started the whole process of user experience design (UX) and user interface design (UI):

• Definition of navigation flows
• Atomic definition of elements and components
• Wireframes development
• Line of sight definition
• High fidelity visual design
• Interactive prototypes

ResultsAverage of 9 points​ in the Net Promoter Score

On the day of its broadcast, What’s Happening Sports managed to bring more than 200 guests, including journalists, brands, media, marketing and advertising professionals, into the Twitter conversation.​

The hosts and guests helped to make the content we presented attractive to the rest of the internet users.​

It was a project with a very positive and shared acceptance, which received an average Net Promoter Score of 9 points from the clients who attended the virtual event.​

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