Super Bowl LV content planning at Twitter
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The Super Bowl LV was a tentpole event at Twitter, meaning planning for it began quarters ahead of time. The Curation team worked cross-functionally with stakeholders, ranging from Marketing to Partnerships to Policy teams to create an integrated content plan with a clear objective.
During our planning phase, we identified the audience, story angles, platforms and measurables. By doing this ahead of time we were able to optimize our resources such as staffing and deadlines. Here’s how we thought about the Super Bowl:
Audience: Apart from football fans, we were also thinking about people who were there for the Half Time show, or those who were focused on Super Bowl ads. Beyond live events, there were “evergreen” angles we considered such as Super Bowl recipe guides.
How to reach them: For us this was through live video content, supplied through partners, and displayed in a content carousel (see above). It also meant writing and sending a specific push alert for the start of the Super Bowl, Half Time show and at the end. Push alerts meant we were meeting people where they were, as the headline was sent directly to a locked phone screen. We focused on updating our headline in real time so fans understood content was fresh. We also considered product levers and featured the Super Bowl in the hero spot of the Explore tab ahead of the show, during and the morning after.
Measurables: As a team we were more interested in valuable engagement metrics rather than just how many people were clicking on a headline. How many people made it through the video? How many people made it to the end of the content? How many people clicked into a related piece?
You can see above that the finished product included a headline that would suit the “morning after” crowd, those who wanted a roundup of the most important NTKs. We broke the content into specific chapters, in case people were interested more or less in different topics. Finally, we used our editorial judgement to highlight the most impactful videos.
