Thursday, April 29, 2010

HBO Tapping Social Networks For Mosley-Mayweather PPV Fight Promotion

HBO Sports is stepping into the social networking ring to promote its May 1 Floyd Mayweather Jr.-Shane Mosely pay-per-view boxing event.
Among the marketing tactics the network is using to promote the welterweight championship fight -- which is themed "Who R U Picking" -- is a heavy video and information presence on social networking services Facebook and Twitter, according to network officials. For the first time the network is offering visual clips from media press conferences and fighter workouts on Facebook so fans can get a behind-the-scenes look at the event.

In addition, soundbites from media conference calls have also been pushed out to fight fans and followers via Twitter and Facebook, as well as through the fight's dedicated website. HBO Sports vice president and general manager Tammy Ross said the social networking efforts allow HBO to talk directly to fans rather than relying on traditional television and radio media to get the word out about the event. "We can talk directly to our potential customers," Ross told Multichannel News.

The microsite also includes up to the minute Twitter feeds from fight fans as well as information on the fighters, how to purchase the fight, and other ways to see the event. HBO has also devised a "Who R U Picking" digital poll encouraging fans to choose the fight's winner and has purchased digital media on entertainment, urban, Hispanic and sports sites to promote the interactive poll, according to Ross.

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