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International Tennis Federation Partners With Mass Relevance to Drive Real-Time Social Engagement for Davis Cup by BNP Paribas

Mass Relevance (Marketwired) - 27 November 2013


International Tennis Federation Partners With Mass Relevance to Drive Real-Time Social Engagement for Davis Cup by BNP Paribas

LONDON, UNITED KINGDOM--(Marketwired) - Mass Relevance, the US-based technology leader in enabling social experiences, today announced that the International Tennis Federation (ITF) has launched an online and in-venue social hub on the Mass Relevance 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.

Viewable at, the hub allowed fans and players to share social content that was displayed on the Davis Cup website as well as a digital screen in-venue.

"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. Through Mass Relevance, brands and media companies such as NBC, Nike, MTV, Microsoft and GE can spark and guide consumer conversation by leveraging social conversations curated from sources such as Facebook, Twitter, Instagram, GetGlue, Google+ and YouTube.

Experiences created on the Mass Relevance platform are:

  • Safe: Brands can now easily inspire consumers to generate and share relevant word of mouth from multiple mediums within a single, controlled experience that can be displayed across any digital endpoint.
  • Relevant: Real time, social content is updated based on automated rules or hand moderation to create a continuously fresh user-experience.
  • Sharable: Both editorial brand content and user-generated content can be shared socially. Visualizations built into the experience facilitate content generation, enabling people to Tweet, post, or comment through the social platform of choice without leaving branded site.

About Mass Relevance

Mass Relevance helps brands, media and agencies get more from their social media efforts by building social experiences into their marketing strategy. More than 300 major brands, sports teams, publishers and broadcasters trust the Mass Relevance SaaS platform to create real-time consumer engagement by aggregating, filtering, and re-displaying content from any social network to any digital property. In the past two and a half years, Mass Relevance has delivered more than 35 billion pieces of social content to multiple digital surfaces for world-class brands such as Pepsi, Campbell's, GE, Target, Walgreens and Microsoft. Mass Relevance has also supported iconic events like the Super Bowl and Academy Awards, launches such as The Avengers and Madonna MDNA, and television phenomenons American Idol, X-Factor, 80 Plates and The Voice.

The company is privately held with venture capital funding. For more information, please visit the company's website, or view the following videos: Mass Relevance overview [] // Brand overview [] // Media overview [] // Product Studio: [].

About Davis Cup by BNP Paribas

Davis Cup by BNP Paribas is the largest annual international team competition in sport with 130 nations taking part in 2013 in the ITF's centenary year. The competition is 114 years old having been founded in 1900. The title sponsor is BNP Paribas, the Official Bank of Davis Cup. International sponsors are HP (Official Technology Sponsor), Rolex (Official Timekeeper) Hugo Boss (Official Men's Fashion Clothing Sponsor), Adecco (Official HR Sponsor) and NH Hotels (Official Hotel). Wilson Sporting Goods (Official Ball) is an international partner.

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