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Tweet!
1/26/09: In addition to their PlanetOrange community site, The Phoenix Suns use micro-blogging site Twitter as a communications tool and a platform for sponsor messaging.
For example, the leader of the Dial Dancing Dads–a troupe that performs at home games and which is sponsored by The Dial Corp.’s Dial for Men line–promotes the company in Twitter updates, or “tweets,” prior to each performance.
“He’s an authentic individual who talks about going to practice or performing at All-Star events,” said the Suns’ Martin. “Twitter provides a way to thread through the Dial name in a very human way.”
The team’s marketing and PR staff also contribute updates to promote Suns marketing partners.
The team recently offered a Tweetup package to its Twitter followers (a first for an NBA team) that included tickets to a game, early access to pre-game practice; co-branded T-shirts, a meet and greet with general manager Steve Kerr and the chance to visit the Suns’ practice court after the game.
“We noticed there was an opportunity with Twitter to sell some tickets and strengthen the bond our fans have with each other,” said Martin, who plans to incorporate sponsors into future get-togethers.
The Suns also use Twitter to bounce team and sponsor promotional ideas off of fans.
Team marketers send messages seeking feedback on potential promotions. When necessary, the messages will refer to the sponsorship category, but not the specific sponsor or prospect.
“If I’m walking into a meeting with a potential sponsor, I can send out a message for immediate feedback,” the Suns’ Martin said. “In some cases I’ve received 50 responses in 10 minutes.”
In addition to Twitter, the team also reaches out to fans through a YouTube channel as well as Facebook and MySpace profiles. The Suns use the sites to tout promotions on PlanetOrange.net and SunsLockerRoom.com, its year-old site dedicated to team and sponsor promotions.