Building an Online Audience

The Brooklyn Nets' success of re-branding utilized a number of social media marketing strategies as well as the use of technology.  The YES network wisely sponsored a small-startup business called The Brooklyn Game, an online news outlet for everything Brooklyn Nets related.  I had the pleasure to work for this company and it provided Nets fans not only in-depth coverage but a way to see the full Brooklyn Nets fan-base on a regular basis.  

Both the YES Network and The Brooklyn Game utilized Twitter in order to see how far the Nets brand could go.  During Nets live-game broadcasts the announcers would reveal segment called, 'Where Brooklyn At?'  Fans would submit a picture of themselves wear Nets apparel in a remote location such as Europe, Alaska, and even Africa.  As for the Brooklyn Game, they published a series a of tweets, using storify, called 'Rep Your Nets.'  This application gave The Brooklyn Game essentially free content to utilize in their story-telling.  

The Brooklyn Game would collect tweets throughout the game that would develop into a game story with fan commentary.  This helped create a a large online community following The Brooklyn Game as they now became part of the story.