It happened so quickly, some of us may not have even noticed. But one night, several weeks ago, a president of a professional sports league sent out his office phone number to over 1 million fans. By accident.
What happened next? Well, the expected. The phone began ringing off the hook and fans retweeted the phone number, spreading it like wildfire. What was less expected was when the pro sports president began fielding these calls and carried on conversations with numerous fans for close to 90 minutes.
This was Dana White, President of UFC. What was Dana’s initial reaction? “If I’m dumb enough to tweet my number on here, I’m going to sit here and I’m going to talk to these people.”
At Digital Royalty, we listened to the overwhelmingly positive fan feedback and knew we could build upon this situation, learn something from the “accident” and make it something bigger. We used Dana’s serendipitous, misfired tweet as inspiration to develop a concept that will give fans unprecedented access to this larger than life personality. We always set out to bridge the virtual and physical worlds, providing value to fans when, where and how they want to receive it.
Dana now has a socially dedicated phone line with a number that will be available through all his social media channels, which total 4.3 million fans on Facebook and Twitter combined. Whenever Dana has free time to chat with fans, he’ll turn the phone on and invite the 4.3+ million people to give him a ring. Taking time to talk with fans is something that Dana really enjoys. This concept wouldn’t work without an authentic desire to connect with his fans.
When asked about accidently tweeting his number, Dana said: “And then when it was over I was like, that was cool, I’m actually glad that happened.”
On Saturday, Dana gave his phone number to the 4.3 million fans. Within 5 minutes, his number reached over 9 million people via social media due to celebrities retweeting the number. We shared the experience virtually by hypersyndicating video of this taking place for his entire network to watch. The fan reaction was just as we anticipated. Fans from the U.S., U.K., Australia, Canada and all over the world called in to make their predications moments before the event. A powerful testament to social media providing a unique value to fans that can’t be found anywhere else.