Ahead of the 2017/18 NBA (National Basketball Association) season, Turner Sports has increased the number of real-time video highlights shared to its social platforms in the U.S. The company has been using live clipping and editing tools from cloud-video specialist Grabyo to increase its output to Facebook, Twitter, Periscope and Instagram. During the NBA playoffs more than 2,000 clips have been shared from Grabyo to these social pages by the Turner Sports team. Sponsorship campaigns have been created for the social distribution on Twitter and Instagram, with EA Sports, Gatorade and Mountain Dew among the brands represented.
“The NBA is one of the most popular sports on social media. Millions of fans engage with more real-time clips and highlights every day,” Grabyo says. “Turner can deliver every big moment from the NBA Playoffs as they happen, resulting in increased distribution, engagement and views – establishing TNT as the go-to channel for live NBA content.”
Grabyo has increased the speed at which Turner Sports can publish content and the potential to activate commercial partnerships through branded video content and sponsorships. Grabyo’s browser-based video editor enables the digital teams to quickly edit the NBA broadcast feed into square and vertical highlights, which are optimised for distribution and viewing on Twitter and Instagram.
Clips can have approved sponsor branding, attribution and post-roll bumpers added seamlessly for multiple sponsors. These capabilities were leveraged for brand sponsorship deals, which also included Cisco Jordan and Verizon go90.
Turner also partnered with Grabyo to expand its live social video and branded content offering around the 2018 All-Star event. Throughout the weekend, Turner delivered 137 live broadcasts directly to its social pages on Facebook, YouTube and Periscope, as well as to its own website and apps.
Using Grabyo, Turner created numerous new live experiences for fans across the All-Star weekend including an exclusive YouTube broadcast directly after the NBA Skills Competition. The broadcast featured Kendrick Lamar and was sponsored by American Express to create an exclusive social-first partnership between the two.