On my morning trawl of the internet this morning (on the search for awesome content to share over the newly awesome 1000heads Twitter feed), I came across this awesome video from HBO.
[contains mild swearing]
You’re forgiven if you don’t stick around for the whole thing; although compelling, if you’re no boxing fan then I doubt you’ll be that intrigued.
But, what amazes me is that HBO managed to get these two men in the same room for that amount of time. The ‘Face Off’ series is – to my surprise – nothing new. HBO have been pulling this off for some time now, but the best part is they’ve been posting them up on YouTube.
Yes!
At the time of writing the video only has 302 views but, with the world lining up to watch potentially the biggest fight of the year (and in spite of it weighing in at a hefty 12minutes), there is huge huge viral potential here. HBO have, unlike many other US-based media owners, allowed the clip to not only be embedded but also to be seen outside of the United States. With two weeks to go between now and the first ring of that bell, the build up is only just beginning and this video will fly.
“You don’t make a viral video, you can merely set the conditions and hope that something goes viral.”
HBO have a history of being fairly savvy online, their Twitter presences stretch far and wide and happily interact. One quick glance at the @HBOBoxing stream and you can see not only conversations with the fans, but also RTs of their content as well as that of their other flagship shows such as Game of Thrones.
This kind of social media integration cross-channel and cross-platform is exactly the kind of thing media producers, globally, should be implementing right now. HBO are clearly leading the way and one can only wonder what they might have lined up on Fight Night to help manage the huge global audience tuning in to watch Haye take on Klitschko.
Like X-Factor here in the UK and the Superbowl over in the US, this fight has the potential to create massive impact through social media both from an action/blow-by-blow standpoint but also from the perspective of potential advertisers.
It may seem silly to point it out, if you’re reading this you may even think that it goes without saying but – just in case – if you’re seriously lining up something for that ad space – like Yeo Valley before – do yourself a favour and think about social.
Big hat tip to Luca Massaro for finding the video first.
hmm, interesting that you’ve picked up on this James as I’d disagree with the sentiment of the article, specifically that HBO are leading the way. Â
I’d suggest that HBO have raised their game significantly out of necessity rather than choice. Â
UFC is the real innovator in this sector (as I’ve written about previously here http://goodtweetsforabigman.posterous.com/ufc-fighters-to-be-paid-for-tweeting) and Boxing is simply playing catch up with UFC in this respect. Â
James Whatley Reply:
June 17th, 2011 at 12:10
Heh, thanks for the insight JW. I quite like the fact that the resident sporty ‘head as jumped in to correct me on this… ;D
Cheers for the link too – will check it out.
Note: This could be classed as #Waffle
I have to agree that UFC are the leaders in this space. The evidence is all in Dana White the CEO who leads the front line. Everything stems from the top and UFC are doing some great things incorporating Social into sport.
However, not since Vitali Klitschko faced Lennox Lewis has a heavyweight fight been more anticipated and this changes everything. Boxing has always been the king of the professional fighting sports and while UFC is considered the future by some, that is only based around the fact that boxing has lost its edge.Â
This video signifies the need for more from boxing and the need to really blow the arse out of this fight and make good what the last five years have flopped on.
With Mayweather fighting later in the year, Carl Froch proving hes a real talent, Groves looking to face DeGale again and with David Haye in his prime, one can only hope boxing is on its way back to the top.
i’d like to see a more creative approach to social media with boxing for future fights but at least the future is bright.
James Whatley Reply:
June 17th, 2011 at 13:00
Joe came over to my desk before he posted his comment and mentioned Dana White also.
I agree around boxing’s reputation also. It needs sorting out. Fingers crossed we’re on the right track.