Twitter fans served as “Fifth Judge” in the Denny’s Slam Dunk Championship

Social media took center stage at the 25th annual State Farm College Slam Dunk and 3-Point Championship last week. For the second consecutive year, Intersport and Mass Relevance teamed up to empower fans to choose the winner of the Denny’s Slam Dunk Championship. As the “Denny’s Fifth Judge”, fans voted on Twitter for every dunk of the evening, making College Slam the most-talked about topic on Twitter during the broadcast.

Fans voted on every dunk by tweeting #CollegeSlam, followed by the player’s last name and a score between one and 10 (E.g. #CollegeSlam #Anderson10). The Mass Relevance platform calculated fan scores and delivered an average rating, which was added to four celebrity judges’ scores to make up each player’s total score.

Fans jumped at the opportunity to help select the winner, and social chatter about College Slam exploded. College Slam registered 16 unique and 24 total US and worldwide trending topics on Twitter. Halfway through the dunk contest’s first round, #CollegeSlam reached the number one US and worldwide trend for ten minutes, and reclaimed the top ranking later in the broadcast. Overall, fans sent nearly 60,000 topical Tweets during the two-hour event, generating 54 million impressions of College Slam content on Twitter. Both fans and journalists alike were excited to share their thoughts on #CollegeSlam:

The fan votes were tallied and Detriot’s Doug Anderson was pitted against Arizona State’s Carrick Felix for the final round. Anderson rose to the challenge, and was named the 2013 Denny’s Slam Dunk Champion. Fans erupted in applause for Anderson, both in the venue and online. 

The “Fifth Judge” is an integral piece of the event’s social media strategy, which also includes a Facebook campaign. Intersport understands the importance of giving fans a voice during live events, whether they’re in the venue, online or on their mobile device. The Mass Relevance team was proud to partner with Intersport on this campaign, and we look forward to seeing much more from Doug Anderson in the future!



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