USA Swimming Dives Deep into Social Sponsorship Offerings
We all like to watch talented swimmers and we certainly like to talk about them. Their looks, their diets, oh yeah—and their athleticism. At the Phillips 66 National Swimming competition, USA Swimming wanted to capture all of the online conversations taking place and deliver them to audiences in a fun and engaging format.
Continue reading to learn how USA Swimming created value for sponsors and fans with content that was covered by layers of consent and moderation.
Just Keep Swimming...And Socializing
USA Swimming wanted to bring more value to its longtime title sponsor, Phillips 66, and that required a big splash of social. The organization dove right in—using a variety of interactive, social visualizations in order to involve audiences. Included were polls where spectators could vote for their fan favorites, a spotlight of individual Tweets that used the #Phillips66Nats hashtag, and a real-time mosaic that showcased multiple pieces of user-generated content.
In addition to the on-site patrons, fans who couldn’t attend the event were able to participate and have their content—including photos and videos—featured on the big screen. The sport itself drew an audience, but the added social components activated a crowd of highly-involved fans.
Lifeguard on Duty
The USA Swimming National Team is filled with world-class athletes featuring huge fan bases, including young fans. USA Swimming added layers of consent and moderation to Twitter and Instagram in order to protect content and curate appropriate social comments suitable for their audience.
Like swimming, social is all about technique. USA Swimming is armed with analytics technology to evaluate its strongest social movements. USA Swimming shares these metrics with sponsors to highlight valuable interactions and prove their overall impact. Year-over-year, USA Swimming can prove to sponsors that their engagement is growing.
Full Speed Ahead, Sponsors
USA Swimming saw social as a fundamental, long-term resource—capable of increasing engagement, amplifying reach, and growing the organization’s social footprint. The organization’s sponsor, Phillips 66, was able to directly enrich audience’s experience using visualizations that captured real-time conversations and got fans excited. As their season continues, we’re excited to see how USA Swimming continues to integrate social at every touchpoint.