Yesterday John Hancock Financial announced it was launching a Twitter account (JFHS_Boston26) to support/celebrate this year’s race marking their 25th year as the principal sponsor. In this post we take a quick look at what can be done to enhance their effort.
As soon as we saw JF’s twitter page we knew there was an opportunity to do more based on the background alone, but after reviewing the related online touchpoints by all involved parties we came up with a little longer list of suggestions.
Twitter Specific Tactics:
1. Background Branding: As you probably have figured out by now, we’re huge proponents of properly branding your Twitter background. Below is a snap of the background, and you can see there are multiple problems:
2. Interaction Tactics: JF may do all these and more eventually, but some quick possibilities we came up with include:
Promotional Website:
We looked at what JF currently does on their own site around the BM, and we also looked at the official BM site. The JF site content is what you see from a lot of corporate event sponsors, they cover the basics of their sponsorship and leave it to the event official site to properly showcase in-depth content. Unfortunately in this case the BM site could be vastly improved (design and content). Interestingly we checked the Chicago Marathon site for comparison and it’s like looking at old school vs. new school.
Some of the obvious content features the site could have include the following – and each of these could be promoted via the Twitter account:
-Champions Countdown (24 previous years: Profile, Photos, Videos, etc. tied to Twit Background changes)
-Transcripts of Twitterviews
-Favorite BM Memories Share
-Vote on Most Memorable BM in past 25 yrs.
-Photo Share
-Participant Online Training Journal (Partnership w/ Adidas)
-25th Anniversary Shoe (Partnership w/ Adidas – specially designed shoe that can be awarded via Twitter contest)
As fans of the Boston Marathon we applaud John Hancock’s ongoing financial support of the race, and their effort to setup a Twitter promotion around their 25th Anniversary. Our list of suggestions above is really only the tip of the iceberg for what they could add to their online activation, and in the future we hope they really take advantage of all the opportunities the online channel provides.
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