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How #EveryMoveCounts Dominated NCAA Final Four Conversation

Authors: Gabrielle Hughes Gabrielle Hughes
Posted Under: Customer Experience
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This Week in Realtime Media

Degree’s #EveryMoveCounts

While we are on the subject of March Madness, it was interesting to see how brands took to social media during last week’s NCAA championship game.

Degree Deodorant, a sponsor of the NCAA, partnered with the organization to conduct a series of fan movement studies during the Final Four tournaments in Houston. The antiperspirant company utilized Lightwave, a new bio-analytics technology that measured everything from reactions to buzzers, to the crowds doing the wave.

This translated into a hashtag, #EveryMoveCounts, which was used wildly throughout the Final Four tournaments:

And spectators were undoubtedly following along. Degree dominated popular NCAA tweets, holding the top five spots during the championship game:

However, in looking at #EveryMoveCounts mentions as a whole, the largest spike in volume came last Saturday night:

This was due to a side contest Degree Women was having, including a prize with popstar Becky G, in which the same hashtag was used:

What does this illustrate of Degree? Their marketing strategies are cross-functional. Not only was the hashtag applicable in one of the biggest sporting events of the year, but it also worked in generating awareness around an exciting contest.

Journalist Takes on Start-Up Culture with New Book

Former Forbes/Newsweek reporter and “Silicon Valley” writer Dan Lyons published a new book this week, in which he unleashed his experience in the tech industry after a brief stint at HubSpot.

“Disrupted: My Misadventure in the Start-Up Bubble” was released on Tuesday, and since then, the media has had a field day with the picture Lyons paints. As seen below, the majority of the conversation is around the author’s “tech takedown.”

For years, HubSpot has been praised for its laid-back, open-space culture. In turn, the company issued a statement expressing their disappointment in Lyons’ commentary.

Whether you side with Dan Lyons or not, the release of this book is making headlines. In just 24 hours, Disrupted‘s author has been mentioned over 300 times…

…with reviews of the book found on several major media outlets:

Will this turn people away from HubSpot, or is this a case of any press is good press? While we may not know the answer to this question just yet, it’s safe to say both Dan Lyons and HubSpot are generating a ton of buzz.

Subscribe now to get the full This Week in Realtime Media delivered directly to your inbox. See you next week!

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