NBC Sports Group is running its “most comprehensive social media plan ever” for the 142nd Kentucky Derby. The plan kicks in starting today and will feature the likes of a tweet-powered brooch worn by fashion and lifestyle reporter Johnny Weir, live streams of Churchill Downs via Periscope’s GoPro integration as well as Facebook Live chats on the red carpet with event reporter Rutledge Wood. Weir’s tweet-powered brooch will gallop and illuminate as more conversation is generated on Twitter while the Peacock Paddock will go live on Facebook and feature a 55-inch touch screen monitor to showcase social media trends, Kentucky Derby parties around the country, and assist Weir and Tara Lipinski’s fashion segments. Other elements will be housed at a “social center” NBCSports.com/Derby to allow fans to access and sort social media content from Instagram, Twitter and Vine via various streams including horse racing experts, horses, and more.
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