capturing fan engagement - soccerex 2013
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FAN ENGAGEMENTCAPTURING
ENGAGING FANS & EXTENDING BRAND EXPOSURE
@huggity
88%
92% sponsorship programmes
are activated through
digital media.
A survey by IMR
marketers use social media as
an sponsorship activation tool.
We developed a new Digital Sponsorship Inventory which engages fans,
extends brand exposure beyond the event,
and delivers measurable results.
FanPic ApplicationExplained
I’m Here!
I’m Here!
360FanPic
Find me at Old Trafford!
360FanPic
Find me at Old Trafford!
1 tag = 100’s of impressions 130 is the average number of facebook friends
An impression is a story shown to a user.
An impression may appear in a users newsfeed,
timeline, ticker and application aggregations.
360FanPic
CASE STUDY
Primary ObjectivesBuild facebook and twitter communityEngage with global audienceBrand exposure
Secondary ObjectivesExtensive Fan ProfilingEnhance the Fan Experience
Features UsedVirtual StadiumCustomised User Journey
FANS / 75,500 VENUE / Old Trafford
PERIOD / 10 days CLIENT / Chevrolet
TAGS
1,740,000
127,560
Branded FanPic Visits
3:06
Average Time Spent
Facebook Stories & Photos Generated
9,250 12,3%TAGS+VIRTUAL TAGS
28,000
Twitter Stories
increase in number of Facebook followers
for future marketing campaigns
Full fan base profiling
Captured Data30% Social
Profiling
12 months1,600,000 fans captured
4,800,000 FanPic page visits
19,250,000 branded posts
212,800 fan tagged
• Champions League qualifiers
• Premiership Rugby Final
• Euro 2012 Qualifiers
• Euro 2012 Fanzones
• 6 Nations
• English Premier League
• Belgium Premier League
• Norwegian Premier League
• Liga Total Cup Final
• Breeders Cup
• MLB World Series
• NBA
What Else?What are other ways to build fan involvement and loyalty.
New England Patriots
Pre-Game Social
World biggest virtual tailgate
During the football season, Patriots use their Facebook page to host a "virtual tailgate" two hours prior to game time, giving Patriots fans a chance to interact and talk about the team, tweet in questions, and post their tailgate party pictures.
Tailgate sponsored by JetBlue, recently by Dunkin’ Donuts
It is hosted by “Patriots Football Weekly” editors Paul Perillo and Andy Hart.
GamificationGamification is not equal to games. It is the application of gaming concepts to non-game experiences in order to drive desired behaviour from an audience.
If you want to get fans to do something that they might not to otherwise, make it a social game...
Adoption Engagement
Loyalty Sharing
Sales
Can be used to drive
Los Angeles KingsThe NHL's L.A. Kings became first pro sports team to add full game elements to their website and social networks.
Fans were rewarded for their loyalty and interaction with Kings brand online. They could:
• earn online badges and trophies
• work their way up a digital fan leaderboard.
• unlock exclusive rewards such as signed merchandise, personalized messages from the players, behind-the-scenes videos, private arena tours and more.
MLB Gameday appAdding player badges to the Gameday application: an animated version of a live baseball game with live stats and game highlights.
During live games, fans logged in to the Gameday app and earned badges for events that happened in the game.
Fans displayed them in a special trophy room.
Over 5 million badges were awarded.
Fans became so passionate about the badges that MLB received complaints if a fan didn’t earn a badge they were expecting.
Liverpool FC
During season 2012-2013 Liverpool FC launched LFC FanPic SuperFan game allowing fans to compete for SuperFan title and win experiential dream prize.
28,500 6,640 126,000Game
ParticipantsNumber of fans who tagged
themselves on at least 3 gamesBadges
Collected
Have an objectiveStart with real business goals
How to achieve success
Engineer the path to your goalsIdentify the behaviours you want to elicit and then choose tactics.
Rewards, RewardsIncentives must mean something
Take a holistic view and make it fun!Look at the big picture, try to tie it with rest of your content.
Value of digital activation
DigitalActivation
Fans Want
CamaraderieRecognition
Access
SponsorsWant
AttentionConsideration
Action
Teach Partners how to activate digitally.
We win by getting both fans and sponsors what they want.
Content and display needs to stay relevant for biggest impact
• no co-branding• irrelevant• no-call to action (in-context)
Creating digital & fan engaging activation
Did you set-up your goals?Building Loyalty, Fan Experience Enhancement, Monetisation (new inventory, sales)
Is it relevant and fun?
Campaign goals and message need to match your fans expectation
Is your messaging consistant
Web, Offline, Social
Are you leveraging social?
Design fun ways for fans to share content based on emotions.
Try to create cross channel campaigns.
How are your rewarding fans?Tangible and Virtual Incentives
See Examples on
www.huggity.com
social media tagging application
[email protected] +353 1 4100 600 @huggity facebook.com/huggity
@huggity @sikorskimike