Helping a sports photographer compete with Kevin Pietersen and Roy Keane
So, you’re buying a sports book for Christmas. Which do you choose: the one written by a giant sports hero? Or The Art of Sports Photography, written by the less famous (but no less talented) sports photographer Marc Aspland?
We took six of Marc’s best photos, each of a legendary sporting event. We separated them into a grid of 1,000 mini squares, and put them on a specially created website, picsworth1000tweets. We used bots to track down a thousand of the best tweets relating to each event, and embedded a tweet into each square.
We then tweeted the fans whose tweet we’d used, thanking them for helping us create something iconic. We suggested they re-tweet their new fame to their own followers. Anyone arriving at the site could add their own tweets or reply to the tweets they liked – relighting many of the sporting debates.
Far from being overshadowed, the The Art of Sports Photography ran through its 10,000 print run so quickly that another had to be hastily commissioned.