In the rights owner rush to engage fans via the latest sexy social platforms, the NBA’s Atlanta franchise encouraged supporters to link-up with one another via the people-connecting (dating) mobile app Tinder
Sponsored by ‘people-connecting’ app Tinder, the Hawks promoted ‘Swipe Right Night’ with the tagline: ‘Find your match with the Atlanta Hawks and Tinder’.
‘Swipe Right Night’ took place in mid January, as the conference-topping Hawks took on the Memphis Grizzlies, and was an attempt to transform the Philips Arena into the league’s premier social networking hub.
The app’s mechanics are simple: fans using the app are able to see photos of fellow Tinder users in close proximity and then can swipe right to express interest in meeting other Hawks fans at the venue.
Anyone who gets a swipe right like in return…well, that’s a match.
Even the team’s mascot, harry the Hawk, set up a Tinder profile to get into the spirit of the evening.
The franchise created designated in-arena locations for Tinder users to meet and also offered Tinder fans the chance to mingle with Jezebel Magazine’s ‘Most Eligible Atlantans’ (who were also be in attendance).
This ‘connecting fans’ theme also spanned a set of unique in-game promotions, and there was also an alliance with Hawks radio broadcast partner ‘92-9 The Game’ which ran a special ‘fan dating game’ involving its on-air talent.
The local news was certainly turned on by the initiative with a tidal wave of media coverage,
and national sports programmes also jumped on the bandwagon too.
After the event a time-lapse video of three hours on the Hawks Tinder Suite spread across the web.
‘Hawks games have always been a great place to meet fun and vibrant people and we think “Swipe Right Nigh” will take that to a whole new level,’ explained Hawks CEO (and matchmaker) Steve Koonin.
‘We were pioneers of the in-game “Kiss Cam” and are hopeful that we can assist in making some more love connections at our games.’
Comment
More ‘hook-up’ than ‘hook-shot’ – could this piece of fan engagement actually lead to a fan engagement?
Some might feel this is something of a tacky gimmick aimed more at driving PR around the team rather than actually offering fans a team-enhanced social service.
Indeed, the web loved the idea and ‘Hawks’ and ‘Tinder’ trended in Atlanta on the day.
But if being a fan and being on Tinder is at heart about shared interests and passion – then it should be a good match.
After all, all teams today are focusing on fresh ways to engage fans, but also for in-stadium offerings that enhance the live experience and thus keep ticket buyers flocking to the stands.
Of course, it is essential for any rights owner or sponsor to find the appropriate tonal approach to leveraging Tinder.
Links
Atlanta Hawks Website
NBA Website
Tinder Website
