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2021 SHORTLIST

hashtagsportsawards

#NETGENERATIONLIVE

Entrant Company: USTA

FINALIST

Most Creative Engagement During the Sports Pause

#NetGenerationLive

ABOUT THIS ENTRY

Net Generation Live (#NetGenerationLive) is designed to engage kids much like an in-person tennis camp or tennis lesson experience.

How does this represent “Excellence in Engagement”?

As accessibility to in-person sports and the experience continues to vary across the country, Net Generation Live (#NetGenerationLive) continues to bring the love of sport directly into the homes of kids and families who might not be able to socialize and play on their neighborhood courts with their friends or family members.

 

Objective: Net Generation Live (#NetGenerationLive) brings tennis to homes around the United States when getting outside to a local court for a tennis lesson, tournament, or even a casual session with friends and family isn’t possible. #NetGenerationLive delivers the fun, energy, social interaction, and physical activity of playing tennis directly to kids virtually! During the summer, as many were not able to attend summer camps, #NetGenerationLive transitioned into a special week-long Virtual Summer Camp event with two sessions per weekday.

 

Strategy & Execution: The segments of the live classes start with activities to get viewers moving, and include key sportsmanship teachings and tennis instruction developed for the at-home environment.

The series features special guests from other National Governing Bodies (USA Football, US Soccer, PGA Tour, US Figure Skating, and USA Baseball), pro American tennis players, and NFL Quarterback Kirk Cousins to gain the interest of kids not familiar with the sport of tennis.

Net Generation Live (#NetGenerationLive) emulates the feeling of a live tennis camp/lesson with the use of Tagboard integrations to bring the conversation together in real time, highlighting kids, parents, tennis programs, and schools reacting to (and engaging with) an on-camera coach.

 

Results:

Since its launch, Net Generation Live (#NetGenerationLive) has driven 884K video views on Facebook. Across Facebook, Twitter, and Instagram, #NetGenerationLive has generated 23K Interactions and received 4.55M Impressions. The series continues to be an integral part of digital and social USTA youth programming in 2021 with adjustments for the rapidly changing landscape.

PRODUCTION

United States Tennis Association
 
 

CREDITS 

CMO
USTA
 
Director, Tennis Engagement
USTA
 
National Manager, Research and ADM
USTA
 
Managing Director, Content & Creative Services
USTA
 
Director, Content Services
USTA
 
Manager, Corporate Communications
USTA
 
Sr. Manager, Social Media & Strategy
USTA
 
Sr. Social Media Producer
USTA
 
Social Media Producer
USTA
 
Sr. Manager, Video Services
USTA
 
Editor, Video Services
USTA
 
Editor, Video Services
USTA
 
Senior Designer
USTA
 
Sr. Manager, Consumer Marketing & Activations
USTA
 

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