On January 1, Time Warner Cable turned the lights out on the MSG Sports channel in New York City. Apparently the shut-down was due to a contractual dispute. Because most NY Knicks games aired on that channel, thousands of NYC-based fans were left with little hope of connecting to their favorite basketball team on their home TVs.

Enter social media. Marketers for the Knicks fled to Facebook, Twitter, a dedicated microsite and e-mail to organize "watch parties" at various local bars.

Fans that showed up to the venues during watch party hours received free NY Knicks swag, appetizers and even the chance to meet sports celebrities that were asked to attend by the team. Marketers armed with iPads also collected signatures for a petition to get the MSG Sports channel back.

This is a great example of innovation using social media as an alternative to what otherwise would be a detrimental turn of events for a brand. Thanks to the disruption of the MSG Sports channel, NY Knicks fans (and sports legends like John Starks) had reason to join together at local bars to network, grab free stuff and have fun. This face-to-face activity will inevitably lead to a stronger fan-dom if the team keeps it up.

via ClickZ