Twitter, NBA Launching New Fleet Function Featuring Tyler Herro’s Rookie Journey With Miami Heat


As part of Twitter’s
new Fleets function, where tweeted photos, text and video will only appear on your feed for 24 hours, the NBA is using its first Fleets to celebrate Miami Heat star Tyler Herro’s journey ahead of Wednesday’s draft.

Debuting Tuesday night leading into the draft, the NBA’s Twitter page will feature multiple clips from a longform interview with the 20-year-old Herro to be posted using Fleets. There, he’ll discuss his incredibly successful first season, from being selected by Miami with the 13th overall pick in the 2019 draft from the University of Kentucky to being a rookie sensation who helped the Heat improbably reach the NBA Finals at the league’s Orlando bubble.

“This is one of our biggest launches in some time, and we’re really excited to be able to work with the NBA on it in time for the draft tomorrow,” said Kelsey Taylor, Twitter’s sports partner manager. “When new products are launched, being able to have huge publisher partners like the NBA, and have their teams and athletes and players lean in, that really helps to have other people use it on the platform.”

The @NBA Twitter timeline will also feature highlights looking back at Herro’s rookie season to support the original Fleet content.

“Being able to see his success in the bubble this past season was incredible to see,” Taylor said. “Even if you’re not a Heat fan, obviously Tyler was a breakout star during their path through the bubble experience and playoffs and Finals.”

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After a regular season where the 6-foot-5 Milwaukee native averaged a solid 13.5 points and 4.1 rebounds per game, including shooting 38.9% from 3-point range, Herro increased his output to 16 points, 5.1 rebounds and 3.7 assists per game during the playoffs. That included a monstrous 37-point performance in Game 4 of the Eastern Conference Finals against the Boston Celtics when Miami only won by three.

On draft night on Wednesday, the NBA will also feature behind-the-scenes coverage via Fleet from ESPN’s studios in Connecticut along with real-time Fleets from players, prospects, teams and celebrities.

Herro had such a strong and impactful rookie season that he began to become somewhat of a celebrity himself. He began to resonate in pop culture, even garnering a song named after him by Kentucky-born rapper Jack Harlow that’s generated nearly 16 million views on YouTube in just three weeks and more than 32 million Spotify listens. Herro has nearly 300,000 Twitter followers on his verified personal account.

“We saw so much conversation around him on our platform,” Taylor said. “People were just loving him as a rookie and him showing up for the team, which was awesome to see. So I couldn’t think of anyone better than Tyler to do something like this, especially as we get ready for the new rookie class that’s coming in tomorrow.”

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