Case Study: Major League Soccer (MLS) achieves 37,464 fan votes and boosts Twitter engagement with Hootsuite

How Major League Soccer uses Hootsuite social contesting to build a fan base

Major League Soccer (MLS), a North American professional soccer association, wanted to expand its audience and deepen fan engagement by appealing to both loyal supporters and new followers. The social team faced the challenge of running a high-volume Twitter contest and needed a reliable, scalable way to capture, filter and archive votes so they could pick a winner and measure impact.

MLS launched a Twitter vote asking fans to tweet their favorite player’s name or handle with #MLSAllStar, then used Hootsuite’s keyword/search streams, archives and analytics to collect and analyze entries. In just 36 hours the campaign generated 19,704 tweets and 37,464 votes (the winning player, Marco Pappa, received 621 votes), boosting MLS’s Twitter presence, engagement and providing concrete demographic and ROI insights.

Major League Soccer