There are quite a few pro athletes using Twitter as a means of communicating with fans. But in what is believed to be a first, a sponsor has requested that an athlete, in this case Danica Patrick, join Twitter in a co-branded social marketing play. This is something I expect will happen on Twitter more often. Twitter actively engages a wide, defined audience in a way that may be more effective than trying to “push” consumers to an athlete’s website. It will be interesting to see how Danica balances the corporate spokesperson role with her role as an athlete with a fan base. (more…)
