Twitter and ESPN are teaming up for a new interactive advertising product tied to key sporting events. Kicking off with the NBA finals, a program called GameFace will be integrated in the live broadcasts, and ESPN’s NBA Tonight. There’s a dedicated hashtag (#GameFace) and fans are asked to tweet photos of their game face throughout the finals. NBA Tonight will highlight photos on air, and a gallery will be featured on espn.com. For advertisers, coming sponsorship opportunities exist for Road to the BCS National Championship, Super Bowl, World Series, and others. More here from ESPN.