By Scott Burke, SVP Advertising Technology
Over the past couple of years, Yahoo has been focused on re-imagining our users’ daily habits, and mobile is at the center of everything we do. Today, I’m excited to announce the next step in our vision, that we have reached a definitive agreement…
Tumblr is known for its non-traditional sports coverage, and the conversation around the Tour de France is no exception: The top post about the big cycling feat is the above gif from the Denny’s Tumblr. Overall, 21.6k posts have been made in the past month by a community of 70.4k Tumblr users, earning 137k notes.
Other top posts cover everything from cycling schadenfreude to french fries and the Kardashians imitating the European cycling event (not to mention Dwight from The Office in spin class). On the more serious side, Instagram is covering the Tour de France and giving recommendations of which accounts to follow for coverage on their app, while another Tumblr covers the amazing cultural art work done in preparation of the tour starting:
Tumblr’s conversation around sporting events always incorporates humor, culture, and even social issues around them that usually aren’t touched on in traditional coverage. When brands embrace this language, as Denny’s has, they show that they get it and are rewarded with amplification and engagement.
If you want to keep up with the coverage for this particular Tour, follow these top hashtags in the conversation:
- Tour de France
Happy cycling! Just maybe don’t try the Tour de French Toast at home.
#cjmariage pyramide de champagne http://ift.tt/1p58G4n
Vive Les mariés #cjmariage http://ift.tt/1yHBp3e
“If you do the online ethnography for your important segments, you’d do well to know if they are represented on Tumblr. If your company sells micro-oscillator widgets that go into industrial machinery, no, this might not be the place for you. If you are consumer-oriented in any way, though, you should take a look.”
For anyone in your professional circle who still needs convincing.