Bullies, Haters & Trolls > Sponsors & Sports Brands Take On The Twitter Critics

Tackling the pervasive negativity polluting so much social media – from Twitter feeds to website comment threads – is a huge challenge for the Internet. Indeed, Twitter CEO Dick Costolo is well aware that trolling is a major issue for the platform and has even told employees that he’s embarrassed for the company’s failures and would soon be taking stronger action to eliminate trolls. Interestingly it is also now being tackled head on by sponsors (eg Dove’s ‘Speak Beautiful’ at The Oscars), ambushers (eg Coca-Cola’s ‘Go Make It Happy’ at the NFL’s Super Bowl) and sportswear brands (eg Adidas ‘There Will Be Haters’). These are three very different campaigns, but they all share the same second screen tactic and the same goal: to take-on the Twitter trolls and web haters and to unite and inspire fans, supporters, viewers, consumers and the brands themselves to become a collective force for positivity.

 

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J&J Family Spot Kicks-Off New MLS Soccer Strategy

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NBA All-Star > How To Use Players’ Own Social Media

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NBA sponsors and basketball brands show the way when it comes to placing players’ own personal social media channels at the heart of a campaign. Download Briefing.

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Despite the explosion of competitor platforms, the Google online video behemoth retains its status as the pre-eminent, pre-game Super Bowl activation channel. Download Briefing.