Social media platform Twitter and ESPN are activating around the College Football Playoff championship game with the debut of Twitter Tribune, a newspaper lookalike featuring fan tweets that will be distributed to supporters in the stands at the showpiece event set for January 10 between Alabama and Georgia at Lucas Oil Stadium in Indianapolis, Indiana.
On January 1, ESPN called on Alabama and Georgia fans to submit tweets congratulating their teams and cheering them on to win the big game, with the #FrontPageTweets hashtag. The @CFBPlayoff, @AlabamaFTBL, & @GeorgiaFootball handles followed suit.
The front page of the Twitter Tribune will feature an @ESPN National Championship tweet, a graphic related to the winning team along with the big headline and a CFP Tweet to commemorate the 2022 national champion.
The inside folds will then feature select fan tweets celebrating the winning team's season and accomplishments. Newspapers will be mailed directly to those fans whose tweets were selected to appear in the folds.
According to Twitter, the activation "will provide a new look and feel to on-field postgame ceremonies where we’re so accustomed to seeing players hold up national and local newspapers."
During the 2021 college football season, conversation around the sport jumped by nearly 4.5 times on Saturdays compared to the average weekday. There have been an average of 741,000 tweets on Saturdays, which marks a 444 per cent increase compared to the average weekday.
The top five most-tweeted about teams this season are the Alabama Crimson Tide, Ohio State Buckeyes, Michigan Wolverines, Oklahoma Sooners, and BYU Cougars.
It is a similar fan engagement strategy to the #PostcardsFromHomePlate campaign during Major League Baseball's World Series last fall.
In December, ESPN became the first sports organization to monetize a Twitter Space when listeners paid a $0.99 entry donation to benefit The V Foundation for cancer research.https://twitter.com/espn/status/1477293620629839873?s=20