Twitter Australia takes the tennis to the streets via strategic partnership with APN Outdoor

19/01/2016

APN Outdoor, Australia and New Zealand’s leading outdoor media provider has this week announced a strategic partnership with social media powerhouse, Twitter Australia. The initial phase of this partnership coincides with the Australian Open, beginning this week and has several elements including live feeds, instantaneous score and news updates, and a consumer promotion giving tennis fans the opportunity to be sitting courtside at the finals.

APN Outdoor, Australia and New Zealand’s leading outdoor media provider has this week announced a strategic partnership with social media powerhouse, Twitter Australia. The initial phase of this partnership coincides with the Australian Open, beginning this week and has several elements including live feeds, instantaneous score and news updates, and a consumer promotion giving tennis fans the opportunity to be sitting courtside at the finals.

Using the unique hashtag #ausopenmoments, promoted through APN Outdoor’s expansive network of Elite Screens, tennis fans are invited to contribute to the conversation that will be subsequently broadcast through the same network, being updated in real time with the newest and most relevant Tweets. The feed of live Tweets will include chatter and score updates from official accounts such as @AustralianOpen, @Twitter as well as specific player accounts sharing their behind the scenes moments.

Twitter Australia’s Head of Growth David Ray, commented “Tennis is one of the biggest sports on Twitter with thousands of conversations taking place every day about matches all around the world. @AustralianOpen produces top draw content, with amazing access to the players and commentators, fun and personality that Twitter brings to a huge local and global audience. We already know that Tweets don’t just live on Twitter; they can be seen just about everywhere.  This partnership is a fantastic opportunity to share the reach of Australian Open Twitter content to APN Outdoor’s audience in a unique way and we are looking forward to seeing #AusOpen Tweets travel even further to help increase conversation around this great Australian event.”

As the tournament continues over the next two weeks, the partnership between Twitter and APN Outdoor will also heat up with consumers who have been actively using #ausopenmoments going into the running to win tennis tickets for the finals. When the field has thinned out toward the pointy end of next week the Elite Screens will also incorporate sentiment driven, real time updates of who the Twitter audience think will take out the title.

Mark Fairhurst, General Manager- Sales, APN Outdoor, commented on the partnership “The socialisation of Digital Outdoor is something we have been keen to explore with a leader in the social space for some time and taking the opportunity to work with Twitter, capitalising on the excitement and hype of the Australian Open was a no brainer. Twitter’s expertise in short form content and user generated interactivity makes for a perfect match with our Elite Screens and the analytics and results we anticipate receiving will further promote the complimentary nature of the two mediums. We look forward to bringing the results to market in the coming weeks with the first Headline Series presentation for 2016.”

APN Outdoor boasts Australia’s leading national network of superior quality digital billboards, known as Elite Screens, and have demonstrated an ongoing commitment to the leadership and pioneering of digital outdoor in Australia with developments across their Elite Screen, Transit Technology, XtrackTV and Airport portfolios nationally and the portfolio continues to grow.

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