Beginning in the preseason of 2011, the New York Giants partnered with Mass Relevance to create a one of a kind fan experience. The Giants wanted to grow engagement with their fans on and off the football field through social media innovation. They accomplished this by becoming the first professional sports team to integrate LIVE Tweets into their broadcasts using #NYGiants. The Mass Relevance platform’s ability to get Tweets on screen in 2 seconds helped the Giants accomplish this feat. In addition to this, they displayed Tweets in stadium on video boards, pylons and ribbon boards. They also created a weekly Twitter poll that went up on Giants.com after each game. The poll asked fans to vote on the “Extra Effort” player of the game by Tweeting with a specific hashtag designated for a specific player. The players that won had their jersey discounted on Giants.com.
During the preseason the Giants Twitter followers grew by 122.87% and they moved from being the 23rd most social team in the NFL to the 3rd most social team in the NFL.