RESERVE SEATS
RESERVE SEATS

                                       

                                      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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