ITF Partners with Mass Relevance to Launch Social Media Hub for Davis Cup

Mass Relevance, the US-based technology leader in enabling social experiences, has announced a partnership with the International Tennis Federation (ITF) to launch an online and in-venue social hub.

The hub will be on Mass Relevance’s platform for its premier team competition Davis Cup by BNP Paribas.

Through Mass Relevance, the ITF offered fans following the 2013 Davis Cup Final in Belgrade on 15-17 November an engaging, interactive online destination that integrated real-time, brand-relevant social content from Twitter. The experience — which drove participation and encouraged visitors to join in the conversation — featured a social media hub that aggregated the most engaging social content from Twitter to create an interactive experience both online and in the Davis Cup Final stadium. Garnering high engagement rates throughout the weekend, the volume of conversation including the hashtag #DavisCupexceeded 47,000 mentions on Twitter, and 23 percent of attendants participated in the in-venue social experience.

“We are delighted to partner with Mass Relevance to bring social conversations to the center of Davis Cup,” said Ed Pearson, Web Editor at the International Tennis Federation. “The social media hub leveraged the power of real-time social content to create a compelling online and in-venue destination that amplified conversations related to the competition. By enabling fans to engage socially with Davis Cup, the ITF garnered more attention for the competition and allowed fans to be a part of the conversation.”

Behind the scenes, Mass Relevance’s social experience platform discovered, filtered and displayed the real-time conversations that drove the social media hub.

“Social networks are excellent platforms for sports fans to connect with others and get up-to-date details about players, games and matches,” said Sam Decker, CEO and Founder of Mass Relevance. “We’re pleased to help the International Tennis Federation create an online and in-venue social hub that seamlessly integrates and presents compelling, relevant social content from multiple sources. Davis Cup fans easily engaged with the brand and each other and felt like a valuable part of the experience.”

The Mass Relevance platform helps brands, media and agencies get more from their social media efforts by building social experiences into their marketing strategy.