TORONTO — In a tweet last week, Sportsnet announced #OvertimeAlerts, a new Twitter experience for NHL hockey fans in Canada.
Starting April 29, Twitter users in Canada have been able to “like” the promoted Sportsnet tweet to receive an alert when a 2022 Stanley Cup Playoffs game goes into overtime. Fans are then able to watch the first few minutes of the OT action for free as it is live streamed from the @Sportsnet Twitter account.
The live stream will be available to all Canadians who use the Twitter service, with the campaign targeted to those in the Rogers service areas, according to an emailed announcement from Twitter Canada today.
“Rogers will run pre-roll content as part of the live stream, bringing to life the Ultimate Entertainment Experience with an Ignite TV and Internet Bundle, reaching Canadian hockey fans in a whole new way,” Twitter Canada’s email says. “This pre-roll will run during both the live stream and prior to game highlights as well.”
Twitter Canada also shared some insights about what the #HockeyTwitter conversation has looked like in Canada in recent months.
“The NHL is the most talked about sport league on Twitter in Canada with 65% of Canadian hockey fans saying Twitter is the social media platform they use to follow sports,” the email says.
“During NHL games, as usage drops on all other social media platforms, Canadians spend more time on Twitter.”
Furthermore, when an NHL game goes into overtime, “the most Tweeted moment of the game, on average, is following the overtime goal as fans Tweet in elation or frustration.”
Twitter Canada also says daily Canadian conversation volume during the 2021 Stanley Cup Playoffs grew 21% compared to 2020.
Image borrowed from Sportsnet’s Twitter account.
