SGP 029: How we got 1 Million YouTube views in under 48 hours with Life Size Lego Car

An amazing week at Sports Geek working on #SuperAwesomeMicroProjectWhat a busy week it has been at Sports Geek as we have been working hard on a secret project that has taken the internet by storm the last few days.  We have been a patron of the Super Awesome Micro Project over the past 80 weeks, helping a teenage genius Raul Oaida and Melbourne start up guru Steve Sammartino deliver a full sized Lego car to the internet.  On this episode I interview Steve about the project on Harf Time just 2 hours after we launched the video and then catch up with MicroDomination author Trevor Young about how PR & media has picked up the story as it goes viral.


Like this episode? please leave a review in iTunes.

On this podcast you’ll find out about:

  • How Super Awesome Micro Project got started
  • Challenges when creating content to go viral
  • How the lego car actually works
  • How we pushed the story our via social media
  • Excitement of watching analytics and social chatter around the project
  • What it is like to be on the inside when your content takes off

Resources from the episode

Watch the Super Awesome Micro Project Video

Social Media Post of the Week

Can’t go past this tweet to launch the #SuperAwesomeMicroProject from @sammartino, Twitter embeds did not exist when we started this project, they have definitely helped it go viral.

1 Million Views in under 2 days

1 Million Views in under 2 days


3 Million Views on YouTube

Super Awesome Micro Project reaches 2M views

Closing 2 Cents

Closing 2 cents from Sports Geek Podcast

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I did predict this….

Podcast transcription

In today’s episode we talk about the Super Awesome Micro Project, and how we launched a video that got one million YouTube hits in under two days.

DJ Joel: Welcome to the Sports Geek podcast, the podcast built for the sports digital marketer. And now here’s your host, who is checking the podcast, download stats right now, Sean Callanan.

Sean: Thanks, DJ Joel. I’m not actually checking the podcast stats today. We have hit over 10,000 downloads, so thank you very much. But today I have been checking the YouTube stats, and as I’m recording this we are inching closer to the one million views, and I’m absolutely positive as soon as you are listening, when you are listening to this or even before I even publish this podcast, or by the time I finish this sentence we will hit one million YouTube views. Super Awesome Micro Project is a project that I have been a part of as a patron and helped run the digital strategy in the website and design.

It’s a project where we helped a teenage kid from Romania build a full sized car out of Legos. I won’t explain it. I will get the founder of the project, Steve Sammartino, to explain it in my discussion on a half time, and then later on we will talk to author Trevor Young, the author of Micro Domination, about PR in the world and how it has affected the Super Awesome Micro Project. But first, here is my discussion on half time with Kevin Hilliard and Steve Sammartino.

Kevin: Sean is in the studio. He’s in the house.

Sean: G’day, Kev. How are you doing?

Kevin: I’m good. Yourself?

Sean: I’m good. I’m good.

Kevin: Now you’ve got to tell us about something that is just truly, truly amazing. I’ve just had a look at it, and it blew my socks off.

Sean: Yeah. Four words: Super Awesome Micro Project, and if you check out either the half time Twitter feed, half time SEN or Harf Time Facebook you will see a video of a full size Lego car driving down the street.

Kevin: It’s quite remarkable, and when you say full sized there’s a bloke sitting in it?

Sean: There’s a bloke sitting in it. It’s built like a hot rod.

Kevin: Driving it?

Sean: It’s got mag wheels, and I’m lucky to be a part of it. A mate of mine, Steve Sammartino, was one of the guys that founded it. He knew this, and this is strange. It’s an international thing. He knew this kid, this teenager in Romania who is a bit of an absolute teenage genius, who wanted to build a car, a full sized car, out of Legos. Like, mad type of – what an idea. What a dream. And he hit up Steve for some money to do it, to say, “Come on, how do we do it? How do we get this project going?” So Steven sent out a tweet and said, “Who wants to be part of this project? Who wants to help out? Let’s see if we can get this up off the ground.”

Kevin: And Steve is actually on the line joining us right now. How are you, Steve?

Steve: Hi, Kev. How are you?

Kevin: Yeah, good. Thank you. This is the most remarkable thing. Give us that, you can jump on obviously to our twitter, but the four words are? Super . . .?

Sean: If you pull over, don’t do it while you’re driving. Have a look. It’s on YouTube. Steve, I was just talking about your relationship with Raul. Do you want to tell us, it has taken 80 weeks to build? Do you want to give us a bit of a background on Super Awesome Micro Project?

Steve: Yeah. Well, it’s funny, because Raul is an internet stalker, and he found me on the web. We had connected over blogging and various things, and a stranger from Romania asking you for money from a foreign country, normally people say no. But I might say yes.

Kevin: Right.

Steve: So I did that, and he was a bit of a tech genius. He had already built a jet engine. We put a Lego space shuttle into space orbit about 18 months ago, and then we conceived this project. But it would be a little bit more expensive. So I thought, as much as I want to invest in some fun stuff, given that it’s not really a commercial project I decided to crowd fund it and put it out on Twitter and some other stuff.

Sean: So yeah. It’s pretty much mainly from people in Melbourne, so 40 people who knew each other from Twitter were like, “Yeah we’ll help out.” Raul spent time in the [sam] gave building it. We had it shipped out. Do you want to tell us about what it was like opening up the container after it got here in Australia?

Steve: I’ve got to be honest; it was pretty disappointing. Because we opened the container and I was expecting to see this amazing Lego car, and what I saw was an amazing amount of Legos just piled up. So we pretty much had to rebuild the thing. So that’s where having all these 40 patrons who were part of the project all come in, and we all had 18 hour shifts of labor, everyone rebuilding the car was good, because we had a template to build it. But we had to do a lot of rebuilding. But that actually made the whole thing fun.

Sean: So Kerry, the producer, is a bit of a skeptic. She saw the video and she goes, “I don’t believe it. I don’t believe it. How did it run?”

Kevin: How can she not believe it? It’s there in the video

Sean: I know. I’m a pretty trustworthy guy. She trusts me, but she doesn’t believe it. How does it run?

Steve: Well, it runs on air, and we say it runs on air because it sounds interesting and terrific. But it’s really compressed air. So we have compressed air that goes in through plastic Lego tubes into some little pistons. It’s got four radial engines with 256 pistons, and those pistons get pushed up and down by the air, which turns the drive shaft, goes into some gearing and pushes the car forward. That’s how it works.

Kevin: Which you can see in the video when you look at the video.

Sean: Yeah, when you look at the video you see the little pistons firing. There was a moment of truth when we did the filming because we had built it, we had seen the engine run, but it was a bit of, what were you feeling like, Steve, when we finally got it on the road and we are like, “Okay, we’re ready to go.”

Steve: Nervous. I was feeling, like, now I’m one of those crazy guys that invests so much time and money into something silly that might not work. But it did work. I was also really scared too, because to have it powered by air, it’s dangerous in a way. Because if we had pushed it too fast the whole thing could’ve exploded and we could have all gotten impaled by tiny Lego pieces.

Sean: Yeah, there was a danger that we would go too fast and there would be Lego pieces flying off like Mario karts.

Steve: That’s what we thought. We were a little bit scared. In fact, Sean and I were once doing a test at one point and there was a big explosion where one of the tubes popped and Lego went flying everywhere around the shed, hitting the tin shed. It was a really scary moment. So I was really nervous that the thing would explode, and just glad, just relieved when it drove. Because we had this promise we had worked on it and it’s kind of fulfilling to do something a bit crazy and see it work out.

Kevin: So first of all I guess it’s an apology to any fathers out there who have bought their kit a Lego car. They are going to see this video and they are going to be terribly disappointed, Steve.

Sean: Oh, the benchmark has just been pushed up.

Steve: Oh, you’ve got to push. That’s what the internet is all about. It’s about connecting and raising benchmarks.

Kevin: Super Awesome Micro Project. We have a few SMSs wanting to know. How fast can it go? Does it have a little Lego speedometer?

Steve: It does have a little speedometer. You will see that in the video. We think that, well, we know that it could push about 20 to 30 kilometers an hour. But it’s obviously quite fragile. It’s Lego pieces put together. So we just kind of drive it down the road.

Sean: And most of the pieces are stuck together. There are a few pieces that needed to be glued, but most of them are just clicked in.

Steve: Most of them are just Lego on Lego, put together in a designed fashion where they create some strength with each other, but we tend to not drive it fast just for safety reasons. But we have done the motor on its own outside of the car and it pushes incredibly fast.

Kevin: So have you shown it to the people at Lego? Do they know that it exists?

Steve: Yeah, the global people at Lego knew about it. We showed them during the development process, and they helped us get some special parts and pieces of Legos that are very hard to procure. So they were really helpful on that.

Sean: And it has only been out, we launched the video two hours, 50 minutes ago, so expect more people. If you haven’t seen it in your Facebook feed we hope that you will. But yeah, go to #Superawesomemicroproject is the hash tag. You could see that on Twitter. It’s currently trending in Melbourne because we’ve all those patrons who are really proud of the project.

Kevin: So what do you do with it now?

Sean: Well, we’re looking for a few venues of it now.

Steve: Yeah, where do we put it? That’s the question. Do we put it in Rome or New York? Do we put it in [Fitz] square? No, it’s actually in Melbourne. The car is in a secret location in Melbourne right now.

Sean: So we hope it have it . . .

Kevin: It’s the bat cave.

Sean: No, it’s the Sam cave. So we hope to have it to show the people in Melbourne, whether it be in a museum or at [Fed] square or something. Yeah, it’s an awesome car to see in real life and to see the engine go. It’s just jaw dropping.

Kevin: Well, it’s jaw dropping to watch it on the video enough, and to see it in person, if you could see it working in person that would be fantastic. Is [Fed] square the best place?

Sean: Oh, well, the bigger the better.

Steve: Don’t know. Not sure. We’re open to offers.

Kevin: Why don’t you do a lap for the Boxing Day test?

Sean: We could do a lap for the Boxing Day. That would be pretty awesome.

Kevin: How would that be?

Sean: Yeah. We will just get [Pop] in to drive it around.

Kevin: Or maybe to drive it out, because obviously it’s not super . . . What’s it weigh?

Sean: About half a ton, was it?

Steve: Yeah. Maybe slightly over 500 kilos.

Kevin: Well, you can take it out on the MCG. [Plugga] has been out on there

Sean: Maybe it’s the new roller for the MCG. We just take a Lego car out and the English don’t matter anymore.

Kevin: Do a Lego roller for the MCG.

Sean: Exactly. Maybe Schibeci can hook us up. He’s the voice of the MCG. Maybe we will do a lap of the MCG.

Kevin: That’s an amazing project. How long did it actual take?

Steve: Well, it was 19 months from conception until launching now. About three months of planning and design work. And then a lot of iteration. Probably about 12 months of pure building, and a couple of months of rebuilding when it came to Melbourne, though.

Sean: And when we did all the website and the video, and got it all ready for the Internet.

Steve: Yeah.

Sean: Yeah.

Steve: So it’s about 18 months all up, but look, it was complex, because we’re dealing with an incredibly clever kid who lives in Romania, Raul. But just working with him, and the ability to organize logistics and ship parts, and get money to him so he can buy various components. It was a really complex project, but in a way it was complex on purpose, because the complexities and what we did, none of this was possible ten years ago. I mean, blogging and twitter, none of that was even possible ten years ago. The payments methods we used in transferring money on PayPal and other various web tools that we used, you know, using Google to share documents and all sorts of stuff.

So none of this was actually possible 20 years ago, and that’s what makes the project amazing. It’s almost like Lego is the byproduct. It’s just really an example that we have used to show what’s possible with social based technology and how people in different parts across the world can collaborate and do amazing things.

Kevin: So hopefully we’ll see it maybe on the starting rid of the formula one in March.

Steve: I don’t think we will win the race. I don’t think we will win the race . . .

Kevin: Hey, but it will look great.

Steve: . . . but I’m more than happy to be a starter in the Grand Prix.

Kevin: No, we’re going to do the whacky race. So it’s going to have the lego one, the mechano one next to it, the clay one next to that. Steve, if you had to put a dollar value on it?

Steve: Gee, I don’t know.

Sean: Are we waiting for Jay Leno because he loves his hot rods? If he wants to make an offer we’re more than willing to drive it over to LA and take it onto the set of the Tonight Show.

Steve: That’s one of the great curiosities. What do people think it’s worth? We know that we have put a lot of . . .

Sean: Blood, sweat and tears.

Steve: . . . sweat and tears and all of that into it, but I’m not really sure where we go from here. So we’ll just have to wait and see what people think, really.

Kevin: Judging by what I’ve seen on the video it’s just amazing. It is. It’s Super Awesome Micro Project.

DJ Joel: Sign up for Sports Geek news at

Sean: Yeah, so it was really good to chat to Steve there on half time, and yeah, you can go to to check out the video and connect with Steve at Sammartino or Raul Oaida. Check the links in the show notes to connect with the two guys behind it, and also the patrons, the 40 patrons, which I am one of. And also to be driving the digital strategy, the website build and the social strategy as well as reaching out.

So I wanted to reach out to one of the patrons who helped with the PR, and the social strategy as well. Trevor Young, who wrote the book “Micro Domination.” I had a quick chat to him while we were watching the YouTube views go up on the response from the social media community, the press at large and how PR has changed with things like Twitter and Facebook, and how journalism has changed.

I’ve got a very special guest and a fellow Super Awesome Micro Project patron, and a good mate of mine. Trevor Young, the author of “Micro Domination” and also known on the internet as the PR warrior. Trev, welcome to the Sports Geek podcast.

Trevor: Thank you, Sean. It’s an auspicious occasion with the Super Awesome Micro Project. That still rolls off. I don’t know how many times you have probably said it in the last couple of days.

Sean: It is very long, and it is a bit of an effort to always put the Super Awesome Micro Project hash tag, and to type out Super Awesome Micro But I do think, Steve – I make sure I say Steve every now and again because people keep calling him Sam. Steve Sammartino. The long name has stuck.

It does make it memorable. Earlier we were just speaking with Steve on SEN, and we got off the radio and Jim Stewart, a good friend of ours and one of the blokes on Business Blokes called me up and said, “200 people, as soon as I put the call to action on SEN, went to the site,” and that was in the first two and a half hours.

I think we launched it two and a half hours before it was on SEN, and here we are, a little bit over 28 hours later, and the video is at 267,000 views on YouTube. So it has been a real roller coaster ride, and I wanted to chat to you about what you could learn from the Super Awesome Micro Project, and what you’ve learned in that Micro Domination space, and how you can use the media?

Trevor: Yeah. Sean, there are a couple of things that I found really interesting. I guess often that you see these things that go viral, and I’m a bit of an anti viral, you know, you can create the viral video and stuff like that, and 99 times out of 100 it doesn’t work, because it’s the people who make it viral. But we just, right from the day one everyone just thought this was an awesome project. A really good idea will carry.

Sean: Yeah.

Trevor: It’s not a PR stunt or anything. A genuinely good, authentic idea that people will like and find really cool, chances are if it gets some traction then it will carry, and I suppose good being on the inside of this one and seeing that from the inside, and how it is being done. From a traditional PR perspective, you know, if this was a few years back we would give a media outlet, you know, you would have a photo call and you would call in the TV cameras, or maybe give the Herald Sun newspaper an exclusive photograph, and all of that.

That’s how we used to do things day in, day out, and today we did a video, we put it up, obviously there’s a network around Steve Sammartino and the whole project, where we, in turn, are all connected, and that gave it a bit of juice early, and obviously being on SEN, media coverage is excellent as well. So it really is the combination of all these, I guess, micro interactions online, and this ripple effect that it’s getting.

Sean: One of the things, I mean, I completely agree. I think the key thing, and I have done a few podcasts on viral content, and when we are working in sports you would love to have a viral video. You would have had that brief, make a viral video, and it’s near impossible. One of the things I try to teach the sports teams is, just be ready when you do have viral content.

So I have had sports clients like the Perth Wildcats, where Nick Naitanui has turned up and done a dunk at half time. So for the people listening outside of Australia, Nick Naitanui is an AFL footballer, and he has gone and done a junk just getting up out of his court side seat.

The Perth Wildcats caught that on video and put it up on YouTube, and obviously it went viral. So you’ve got to, one, have the process to go, “Wow, that’s going viral. We want to leverage it,” and you can do things like link back to your own properties and pick ticket offers on that video. This one was different in that we truly wanted it to go viral.

For me, the two key things are the first two words of the project. It had to be super and it had to be awesome. A lot was invested in the idea. It was a terrific idea, and again, everyone should know it by now. We have already had the interview with Steve, but a car builder Lego, it just blows people’s minds when you show it.

Trevor: It’s got a lot of talk factor too.

Sean: Exactly.

Trevor: You see a lot of that, and there are a lot of articles. Sort of, I’m not getting a lot of work done today because I keep going on and finding out we are in the Daily Mail in the UK and the Daily Mail, I think, in New York, and Gizmodo.

Sean: I wanted to ask you, being from a more PR and the news space, and I sit with the sports space. It has been really interesting to see how news has reported it. Like, we set up a page, and if you go to, we set up a page where it gave enough information for media outlets to pick it up. We gave them some pictures from our friend Josh Row, took a lot of pictures and gave them some little factoids, and I have been really interested to see, one, how many news organizations have just taken that content and gone, “Yes, we’re good with that,” and they have written an article. So Gizmodo was the first, whereas others have been contacting Steve and doing follow up interviews.

And then the other hassle is, who wants to steal the content and the rights protection? But I found it a really interesting case study. The culture of the internet now makes it, first is best, so they are being really lean in taking that content and putting it up quickly to be the first to break it.

Trevor: Well, if you just put it up, just breaking the actual story, and this is what it looks like, then you can, if you are first out with that, that’s great. But from that point on you need a different point of view, a different perspective on it, and that’s if they interview him, they interview Steve, or just can take another angle to it. That’s what readers expect, because they can find the basics just about anywhere.

Sean: Yeah. And I think, and I would like your take on it, because you have really been at the forefront of understanding the social space from a PR point of view. But I think, I have been pretty much one that’s driving the digital of the site and helped the site build, and we really crafted all the share buttons to make it easy to share, the content, and also made sure it shared the hash tag and mentioned Sammartino and Raul as their Twitter handles. But what we have also done is used social media to reach the media.

Trevor: Yes.

Sean: As an example, I sent a message to Charley Pickering, who was at my Twitter breakie last year just to say, “Hey, have a look at this.” I sent it to him yesterday just after we launched it not expecting him to go, “Yeah, I’m going to go with it.” But yet, what is it now? Twenty hours later the project has finally sent out a tweet, and there’s every chance that Steve will be on the project tomorrow. But you’ve got to build those relationships up online and in the space, and the really savvy operators are using Twitter to find out what the latest trends are.

Trevor: Well, they are. I think the whole notion of PR is, it’s public relations. It’s relationships with people, and it always has been. It’s just now that you might not pick up a phone to get to a journalist or a blogger or a media person, and everyone is a journalist somewhere along the line. It’s being able to pin them on Twitter and get their attention that way, and I know there are some people out there with 10,000, 12,000, 15,000 followers on Twitter. Often they’ve got a global audience.

You just need one other person to pick that up, who are influential, and it can go off in all different directions. I’ve pinned a couple of bloggers who will definitely take a different take on it as well. The take that I like on it is the fact that it is how one person put out a tweet and could seed fund, at least get the project going. There were 40, as you’ve called them, patrons, [SAMPians] who put money in, and that was just the result of one tweet from Steve Sammartino. That, to me, is a lot of trust. Some people didn’t even know him, or had never met him.

Sean: Yeah, that’s the thing. We did go through that, yeah. There were people who turned up over 80 weeks ago for the first SAMP meeting, and there were people turning up for the first time going, “Do you know what this is?” And we all put in $500 dollars. Some knew and some just trusted Steve and built up their trust.

But, yeah. It has definitely been a roller coaster ride. From opening up the crate and seeing the pieces are broken, to getting it up and running and on the road, and it has only been more of a roller coaster ride since. Like, it has been absolutely fascinating, one, watching how Twitter has picked it up, how Facebook has driven a lot of traffic.

I do think it’s going to be a really big year, 2014, for Google Plus and YouTube. The amount of traction and interaction we’re getting, because now Google Plus has tied into YouTube comments, there is a lot of virality to that. The fact that people are commenting with their actual real faces, real avatars, I think the stronger that YouTube ties with Google+, and vice versa, I think Google Plus will be a big winner out of that.

Trevor: Yeah, I agree. I have been really interested in looking, so I looked at the Gizmodo article just before. It has probably jumped up again a couple thousands, but it was about 13,000 likes on Facebook, and I don’t think we can underestimate the power of that. That’s not an instant thing. That will happen as people check their feeds and start seeing it, and then they put a like or a comment or a share, and I think we are just kicking off.

I’ve got no idea how many views this video will get, and where this ends up, but that was a couple of reasons for joining in. A mate had a great idea and he was enthusiastic about it, and you’ve got to support those things. But the second one is, it’s really interesting to see what – it will be interesting to see what will come of this, and also be on the inside and follow the journey as it unfolds to try and do a little bit of a case study.

I know I’m going to have to keep Googling for the next couple of days and follow that – there’s hash tag, there’s Lego, there’s everything we’re following.

Sean: Yeah, exactly. Google alerts keeps popping up, but yeah. We are doing this podcast in the midst of Super Awesome Micro Project. I’m definitely going to be breaking it down as far as what worked, what didn’t, and especially the way to actually, one, reach the media and get that extra coverage if you have got something . . .

Trevor: That kicks it along again.

Sean: . . . that kicks it along, and fingers crossed. I have made a connection with Sam [Led] at Mashable over time. He does a lot of the stuff around sports, and hopefully Steve is in the process of writing him back an email, and hopefully be on Mashable tomorrow. But we made some big targets. We want to be on Mashable. We want to be on Wired. Gizmodo was great to pick it up early, even if they did get the conversation of kilometers and miles per hour incorrect and said that the car went a little bit faster, but hey, we’re not going to correct them.

People believe things on the internet. So, yeah. It has been an amazing ride. I guess one more thing I just wanted to say, because it was advise that I have given both Steve and Raul, and we’ve mentioned him on the podcast before. Gary V. with his latest book, “Jab Jab Jab Right Hook,” I said, the thing I said to Steve and Raul yesterday, I said, “What you have to do tonight is you have to go back and like and comment and favorite every person that said, ‘What an awesome car’. ” And Steve, at least, “Oh, I don’t want to do that. I don’t want to be blowing my own trumpet.” I said, “Well, you’re not really. You’re being humble and saying thanks, and it will come back tenfold.”

Trevor: It will. It certainly will. That’s the Gary Vaynerchuk style as well. He is big on, even though he is massively popular he still finds time to get out and acknowledge where he can. I think it’s a good strategy, and I was just looking before about, you were talking about the media and how they have picked it up as well, but the more traditional media and how it started small will people tweeting and Facebook and all of that, and Google+, and then a couple of the bigger hybrids I call them, they’re halfway between traditional and a blogger, pick up on it, and then that kicks off a stack of others. Then the traditional media picked it up, and then that reaches a larger audience again.

So it’s just going to keep ricocheting around that. So I think the boys are going to be kept busy with their interaction and their engagement with their burgeoning online communities.

Sean: Well, we are waiting, hopefully, for the first tweet from the Pope. Because Jim Stewart has been keeping an eye on all the analytics, and apparently we had a hit from Vatican city. So it must have been the Pope. He has already checked out the car, so we’re thinking of building a Lego car, Lego pope mobile is potentially the next project.

Trevor: That would be very double super awesome, wouldn’t it?

Sean: Exactly. Thank you very much, Trev, for joining me on the podcast, and look forward to see where this thing ends up.

Trevor: Thank you, mate.

Sean: Cheers.

DJ Joel: Check out which teams work with Sports Geek at

Sean: Thank you very much to Trevor Young there for joining me and having a bit of an analysis of the Super Awesome Micro Project, and as I said at the start, I thought we might hit one million views, and as I’m recording this we have just ticked over one million YouTube views. That noise there tells me to dedicate the episode. This is episode 29 of the Sports Geek podcast. I am going to dedicate it to SC’s own Kevin Bartlett, who owned number 29 with distinction for 403 AFL games for the Richmond football club, and I’m sure a few Tiger fans out there would like that dedication.

That wraps up another episode of Sports Geek podcast. For this week’s social media post of the week, I can’t go past Steve Sammartino, @sammartino . With a simple tweet replying to his initial tweet that asked people to invest and help out with the Super Awesome Micro Project. That tweet is in the show notes,

That wraps up the show. I will have as many links as I can in the show notes. Thank you to Sam Led, who, again, has always recorded this podcast, published on Mashable. So you can check out the air powered Lego car on Mashable. So it’s thanks again to Sam for doing the article for us. I will have links to the Nick Naitanui video I discussed, and also a few of the other links discussed throughout the episode.

Another thing I will link to, we did have a good chat with Steve and Raul in the Super Awesome Micro Project cave in the final few days of the build on the Beers, Blokes and Business podcast. So if you want a little bit more back story, and really just understand some of the trials and tribulations of the project, building a Lego car in a cave in Romania for 18 months, Raul went through some really dark times and we talk about that.

We also talk about the funding and the ways we went about promoting it. I’m going to have a full breakdown most likely after Christmas when maybe this thing slows down. Of all the digital marketing efforts we have put in, some of the changes we have made, just the journey itself, it has been absolutely amazing.

So again, if you haven’t gone to, I would really appreciate it if you do. Share it with your friends. Share it with your kids. Dream big, people.

That means it’s time for my final two cents, and it’s on viral content. If you want something to be viral, it has to be super, it has to be awesome, and you have to embrace your crowd. Cheers.

DJ Joel: Please leave a review on iTunes. Go to Find all Sports Geek podcasts at Sign up for Sports Geek news at Sports Geek Thanks for listening to the Sports Geek podcast.

Al Michaels, All Blacks, Concussions, @MCG & #NBALockout

Best of Digital Sports World #12

So nearly two months to the day, #BODSW is back in action! After a very busy time here at @SportsGeekHQ, the weekly #BODSW is firing back up, so let’s dive straight into what’s been happening in the digital sports world.

Head of the Nielsen Sports Group, Stephen Master, recently hosted a panel discussing, “How mobile is changing sports media & marketing”. The panel featured man high-end sporting professionals and is well worth a look.

With the digital world growing rapidly in terms of news and current affairs websites and writers, News Limited are becoming trendsetters by planning a digital subscription news website. Ross Dawson (@rossdawson) has all the details in his blog.

Excellent interview of legendary NFL commentator Al Michaels with ESPNs (@espn) Bill Simmons. (Side note: If you’re a fan of sports writing with twists and unrivalled flair, follow Simmons on Twitter, @sportsguy33, and check out Grantland. You won’t be disappointed).

Let’s come a little bit closer to home now, with new Collingwood (@Collingwood_FC) coach Nathan Buckley giving an exclusive interview to Collingwood’s in-house media channel, CTV. The video, which can be watched here, has had nearly 4,000 views on YouTube it shows how clubs can now manage the media message as both The Age and the Herald Sun quoted from the interview.

Now we head back to the US with our #bodsw, with Technology Review’s (@techreview) story about the Stanford School of Medicine using specially-designed mouth guards to conduct a study on the effects of head injuries in football players. Get all the details of the study right here.

With the ongoing #nbalockout still causing grief to players and fans alike, PR Week US (@PRweekUS) has published a story, telling of the National Basketball Players’ Association educating it’s members on how to be smart with social media and not lose the PR war.

A warm Sports Geek welcome to Twitter for the @MCG

Now we now the Melbourne Cricket Ground is not new to Twitter but they now have a Twitter handle that befits their standing in Melbourne’s sporting scene.

Sports Geek was engaged to obtain the shorter @MCG and transition from @MCG_News.   Navigating the Twitter support ecosystem can be tricky but we’ve done it before obtaining @WestCoastEagles and managing the move from @WCEOfficial.

No need to change your Twitter lists or follow the new accounts if you were following @MCG_News you are following @MCG, but now it is easier to mention them in your tweets.

If you would like to secure your rightful place in the twittersphere please contact us we are more than happy to consult and take you through the process.

[blackbirdpie url="!/MCG/status/120962588875030528"]

Best on Ground

This week’s BOG goes to the All Blacks.

Not only have they dominated on the field, getting to the final of the Rugby World Cup, but they’re leading the way digitally off-field, also. Check out how the All Blacks are taking advantage of digital media and making a splash on Facebook.

The anticipation awaits….

Video of the Week

If you haven’t checked out CNBC Sports Biz (@SBGameon) you should with host Darren Rovell (@darrenrovell) and Erin Sharoni (@erinsharoni) they will keep you up to date in the sports business world.  Take a look at their video on Apple founder Steve Jobs’ impact on sports.

Thanks to @Dion_Anthony for assistance in compiling #BODSW

A look at the “Super Bowl effect”

An interesting post from Twitter blogs about the effect showing the effect the Super Bowl had on Twitter traffic.  Twitter is a great outlet for sports fans to share their own special comments.  A great job by NFL in their “Tag it #sb44″ promoting a specific hashtag for all social media platforms.  They got a great response from NFL fans, look at the results from fans at the Tag the Super Bowl site.

I guess my question was answered?

@seancallanan: Can sports pick hashtags? Won’t #superbowl get a good run? RT @NFLprguy: We will be using #sb44 for all things Super Bowl-related. #sb44 4:57 PM Feb 1st from TweetDeck

Graph credit – Twitter Blog

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Formspring…. fan press conference?

Now I am collating my thoughts from the #sportsgeektrip, if you have a question please hit me up via Formspring.

Formspring allows anonymous questions to be asked and answered via a simple web form.

Could Formspring be a good way of getting fans to ask questions and connect with your sport?

How could you use formspring in sports?

  • Take questions from fans for coaches, perhaps a formspring press conference?
  • Setup a season ticket sales account to answer queries & encourage sales
  • Setup an account specific to an event or promotion to handle questions
  • Manage queries from fans surrounding a big news event e.g. New signing or trade

If you have any questions for me about formspring or #sportsgeektrip or anything at all, please ask away…

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