One of the things we noticed was that just the name (#lakers for example) misses a lot of tweets. You can look at the source JS for Twitter Bowl, but we ended up using "pittsburgh", "steelers", "roethlisberger", "tomlin", "polamalu", etc. We were able to catch a lot more relevant tweets at the time.
i can't help but get a strange feeling for sites that include that //bin.clearspring.com/at/v1/button1.swf flash script, which does nothing except tracking users for clearspring...
ah i didnt know about this. very slick. and you got ESPN involved?
they had the widget available, we assumed it was okay to embed -- since that what widgets are for :) It was a good way around the copyright issue of using the Super Bowl logo, too