×
You will be redirected back to your article in seconds

NBA, Twitter Ink First 360-Degree Video Ad Deal With Samsung for Finals

As the NBA Finals tipping off Thursday night, get ready to see superstars Stephen Curry and LeBron James from every angle on Twitter — although only in pre- and post-game action, not during the actual games.

The NBA and Twitter have teamed up to deliver 360-degree video content before and after each finals game between the Golden State Warriors and Cleveland Cavaliers, sponsored by Samsung. The deal marks the first time a Twitter Amplify campaign has centered around 360-video content. Users can control the view by swiveling their device or dragging the cursor over the videos.

The 360-video content, available exclusively on Twitter, is slated to include pre-game warm-ups; shots of the team tunnels before the players take the floor; the captains’ meeting prior to tipoff; and post-game activity on the court. The NBA’s Twitter account will tweet all the content, starting with Game 1, and it also will be promoted on Twitter by @SamsungMobileUS.

The deal excludes game highlights, as ABC owns TV and digital distribution rights for the NBA Finals, starting with its live broadcast at 9 p.m. Eastern Thursday from Oracle Arena in Oakland, Calif.

Twitter has been eager to pump up such real-time video advertising deals, seeing live sports in particular as a huge draw for the service. In its biggest play so far on this front, the company snagged Internet streaming rights to the NFL’s Thursday Night Football games for next season. But Twitter’s growth has been sluggish compared with rivals — Snapchat now has 150 million daily users, topping estimates for Twitter — with analysts saying Twitter’s relatively confusing interface remains a barrier to attracting new users.

For Samsung, the deal is aimed at promoting not only its mobile devices but its virtual-reality products: The 360-degree videos will be shot using the Samsung Gear 360 camera. The NBA has worked with Samsung before on VR content, which included virtual-reality video from last year’s All-Star Game.

Here’s an example of what the NBA’s 360-degree video on Twitter will look like:

https://twitter.com/pixelsguy/status/736196345510264832

“We’ve been longtime video partners with both the NBA and Samsung, but this specific partnership is really interesting since it’s the first time we are utilizing a 360-degree camera to give fans an incredibly intimate look at the action of the NBA finals,” said Mike Park, director of content partnerships for Twitter Amplify.

Twitter launched the Amplify program in 2013, and now counts more than 300 TV networks, sports leagues and other content partners for the program.

More Digital

  • NBCU Reality Streaming Service Hayu Launches

    NBCU’s Reality Streaming Service Hayu Launches in Three New Territories (EXCLUSIVE)

    It’s easier to keep up with the Kardashians in the Belgium, the Netherlands, and Luxembourg after NBCUniversal launched its reality-TV streaming service, hayu, in those countries Tuesday. The service went live with about 6,000 episodes of unscripted fare from NBCUniversal’s lineup, including “Keeping Up With the Kardashians,” “Made in Chelsea” and “The Real Housewives” and [...]

  • Michael Uslan's U2K Becomes Asia-Hollywood Formats

    Michael Uslan's U2K Becomes Asia-Hollywood Formats Pipeline (EXCLUSIVE)

    Michael and David Uslan, the father and son producing team with credits that include “The Dark Knight” and “Sabrina: Secrets of a Teenage Witch” have struck a cluster of deals that makes them a two-way conduit for TV formats between Hollywood and Asia. U2K, a company that includes the Uslans and Jon Karas (“Believe in [...]

  • Dish Testing Flixpert Content Recommendation Service

    Dish Tests Movie Recommendations App Flixpert (EXCLUSIVE)

    Dish and its corporate sibling EchoStar have quietly been testing a movie recommendations platform called Flixpert, Variety has learned. Flixpert promises to help people find movies to watch through recommendations from friends and trusted contacts; Dish has been testing mobile apps for the service with a few hundred users. Online footprints suggest that Flixpert has [...]

  • Craig Hunegs WB

    Craig Hunegs to Exit Warner Bros. TV Group and Digital Networks (EXCLUSIVE)

    After nearly 25 years in the Warner Bros. family, Craig Hunegs is exiting his post as head of business for Warner Bros. TV Group and president of the studio’s digital networks wing. Hunegs said he has been discussing his exit with Warner Bros. chairman-CEO Kevin Tsujihara for the past several months. At a time of [...]

  • Google Placeholder

    Google Accelerates Google+ Shutdown Following New Privacy Mishap

    Google will shutter its struggling social network Google+ sooner than previously announced: The company said Monday that Google+ will shut down in April of 2019. It also disclosed a new security vulnerability that briefly exposed personal data of some 52.5 million Google+ users. The bug, which was introduced to Google+ in November, allowed developers to [...]

  • Eddie Lazarus Sonos

    Sonos Hires Tribune General Counsel Eddie Lazarus as Chief Legal Officer

    Smart speaker maker Sonos has hired former Tribune exec Eddie Lazarus as its new chief legal officer. Lazarus will be in charge of all legal, regulatory, compliance and SEC reporting issues, among other things. Prior to joining Sonos, Lazarus worked as general counsel and chief strategy officer for Tribune Media. Before that, he was chief of [...]

  • Rhapsody, Sony Music to Launch Spotify

    Rhapsody, Sony Music to Launch Spotify Competitor in Japan

    Rhapsody and Sony Music Entertainment today announced a partnership to launch what they describe as the first on-demand, high-resolution streaming music service in Japan. Rhapsody International is providing its “Powered by Napster” platform including a set of systems, tools and APIs to allow SMEJ to quickly launch and bring its on-demand service to market. The service, [...]

More From Our Brands

Access exclusive content