Beyond Red | Here’s looking at you kid – Pitch-side fan-operated camera from Twitter
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Here’s looking at you kid – Pitch-side fan-operated camera from Twitter

Twitter Fan operated camera Sponsorship Activation LALookin

Here’s looking at you kid – Pitch-side fan-operated camera from Twitter

For a long while now, Twitter has taken a key position in live sports – enabling fans to keep up to the minute with the ir favourite teams, and have unrivalled access direct to the thoughts of their key athletes (and their PR/Social Media representatives!). Now Twitter wants to cement their position as enabling the fans to be the reporters – by adding prime professional photography to the fans’ game time tweets.

During MLS’ Heineken Rivalry Week, on Friday night, Twitter has turned its twitterers into game-side photographers. With a user-controlled professional camera located in the corner of the StubHub Center pitch for the El Tráfico match. The camera will be fan-operated, via Twitter.

Every time someone tweets with the hashtag #LALookIn, a reply will shoot back to them with a unique photo in time using the on-site DSLR camera. If there are any nearby corner kicks – the fans will get player close-ups. If a player scores, then hopefully their goal celebration will be sliding on their knees towards the fan’s camera.

MLS are conscious of the opportunities and are said to have briefed the players on the technology and their chance to get some extra visibility for their shirt sponsors.

Every tweet that’s sent with the #LALookIn hashtag will cause the camera to snap the shutter. The maximum limit is just the speed of the camera.

Back in March, Twitter and MLS agreed to a three-year partnership to include at least 25 live-streamed matches per season. MLS has the highest percentage of millennial fans among the U.S. sports leagues and is fully geared up to taking advantage of that through sponsorship activations such as this.

Twitter has already debuted their user-controlled camera at the Teen Choice Awards on 12 August with Twitter users able to snap red carpet shots. Sparo Social was the brand behind that activation.

Twitter has only planned this activation for now, and they said the MLS is a great rightsholder to work with as they are fully embracing of ideas and willing to try technology in new ways to provide enhanced experiences for their fans.

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