The Miami Dolphins have been catching a lot of flack the past couple of years because of mediocre play on the field. But one area the Dolphins seem to be leading in is “thinking outside the box.” Now the Dolphins have become the first sports team to utilize a new Twitter feature called ‘Collection’.
Basically, ‘Collection’ allows the user to create a custom timeline of tweets the user selects. But the Dolphins used it in a different way. The team released a series of tweets to unveil their throwback jerseys for the December 14th game against the New York Giants. The tweets are linked to the Twitter page that allows the user to stay on Twitter while browsing Miami Dolphins’ products. Covering the story for Forbes, @AnthonyDiMoro explains,
“Each product has a landing page that has product information, prices and a conversation. The landing page serves as a gateway to the team’s online shop where customers can complete a purchase.”
Here are some screen shots.
Dimoro had a chance to talk to Dolphins Senior VP & Chief Marketing Officer Jeremy Walls about the ‘Collection’ feature:
“We saw this opportunity to reach fans where relevant conversations around the uniform unveiling were taking place. As an organization, we constantly strive to deliver content to our fans in the manner in which they want to consume it. In addition, we strive to be on the leading edge of technology.
Through the Collection, we were able to highlight our throwback uniforms and 50th season merchandise, making it easier for our fans to see what is available. As social platforms continue to evolve, we believe e-commerce will continue to play a larger role. We anticipate using the Twitter Collection feature throughout the fall as we release new lines of merchandise.”
For those of us that are avid users of social media it’s clear to see that the Dolphins understand its power. The team routinely wields this power and in doing so has “energized” the fan base. It should be evident to anyone watching the Dolphins that they care tremendously about the brand. They want to be seen as a progressive, innovative team with a “state-of-the-art” facility that will compete for championships.
The new stadium; the revamped roster; great looking throwbacks; sports science/analytics; and now the integration of e-commerce with social media platforms are all great examples of this effort. Now let’s see if the players and coaches can deliver.
This story was written by Carlos Hernandez. Follow him on Twitter: @LosDez
Latest Dolphins News