Twitter, partenaire d’une course de Nascar

Amis de longue date, le réseau social Twitter et le championnat de course automobile nord-américain, NASCAR, ont décidé d’officialiser leur union et annoncent un partenariat qui sera effectif le mois prochain pour les 400 miles de Pocono.

C’est le premier partenariat officiel entre Twitter et une ligue sportive, suggérant une nouvelle direction pour la plateforme de micro-blogging, utilisée largement par les férus de sport.

Le partenariat durant les 400 miles de Pocono tournera majoritairement autour du hashtag #NASCAR, selon la conférence de presse conjointe. « Durant la course, nous sélectionnerons, filtrerons, organiserons, et partagerons le contenu provenant des comptes liés à l’univers du NASCAR et mettront en avant les meilleurs tweets et photos des pilotes, de leurs familles, des commentateurs, des célébrités et des fans lorsque vous chercherez « #NASCAR » sur Twitter », dixit l’article sur le blog officiel de Twitter.

Pour Omid Ashtari de Twitter, ce partenariat est « moitié algorithme, moitié éditorial ».

Pourquoi le NASCAR? Tout simplement parce que c’est un des seuls sports capable d’attirer une telle population via la multitude de pilotes présents, sortant du cadre d’une opposition classique de la NBA, la NFL, la NHL ou encore la MLS. De plus, les fans de NASCAR sont extrêmement actifs sur Twitter et la ligue encourage l’utilisation des médias sociaux par les pilotes.

Effectuer ce travail de curation est donc le meilleur laboratoire pour apprendre les ficelles de l’éditorial pour Twitter. En cas de succès, il ne serait pas étonnant de voir fleurir de nouveaux contrats entre Twitter et d’autres ligues sportives mais aussi une vraie nouvelle stratégie pour la plateforme en tant qu’ « éditorialiste ».

Et vous, aimeriez-vous voir un partenariat entre Twitter et d’autres ligues sportives, comme La Ligue 1 ?

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