SAP Uses 4C Sport Sync to Drive Contextual Engagement During NBA Finals

Aug 22, 2016


SAP partnered with Under Armour to deliver a better solution for live business through technology. SAP sought to open up messaging beyond their usual target audience of IT Decision Makers and reach a broad audience with contextually relevant co-branded messaging in conjunction with with important NBA Finals moments.


SAP’s media agency, Resolution Media, selected 4C Sport Sync to deliver promoted tweets at the same time as exciting NBA Finals moments that drive social engagement on Twitter. Co-branded creative with Under Armour, a sponsor of Stephan Curry, was triggered after important moments such as three pointers, dunks, lead changes, and flagrant or technical fouls. The technology delivered a solution for connecting SAP’s sport sponsorship with the detailed, measurable tracking of digital media to achieve greater results.


SAP understands the importance of being in the moment with its Live Business technologies that Run Simple to streamline business processes. 4C Sport Sync helped SAP improve the value from NBA Finals moments while demonstrating its sports sponsorships are integral through digital measurement.

Throughout the NBA Finals, Resolution Media outperformed its KPIs using 4C Sport Sync for its Promoted Tweets. Ads on Twitter that were triggered with 4C Sport Sync achieved 56% lower Cost Per Interaction (clicks plus engagements) while achieving a 13% higher Interaction Rate compared to non-synced campaigns and drove SAP’s NBA Finals #runsimple initiative with Under Armour to success.

Metrics 13% increase and 56% decrease in CPI