eSports: The Biggest Sport You've Probably Never Heard Of

Download eSports: The Biggest Sport You've Probably Never Heard Of

Post on 08-Jul-2015

24.223 views

Category:

Entertainment & Humor

0 download

DESCRIPTION

With millions of people already playing video games and the popularity of video game competition rising, gamers developed an interest in watching others play for fun, while learning tips to improve their play and witnessing pro-gamers showcasing their skills. eSports organizations recognized this trend and created platforms for people to participate and watch. The dramatic rise of game streaming services like Twitch, ESL, and MLG created communities between players and fans. Then came the big prize money. The professional game casters. Video games broadcast on major networks. Huge, sold-out crowds. Brand sponsorships. And from the beginning, unrelentingly passionate fans. A perfect sport that fulfills the cultural need to be the hero, to be part of a community as both participant and spectator and experience the thrill of victory.

TRANSCRIPT

  • THE BIGGEST SPORT YOUVE PROBABLYNEVER HEARD OF

    eSPORTS:

    The International at KeyArena by Dota 2 The International. https://www.flickr.com/photos/dota2ti/14919879595/ Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 2 | sparks & honey, 2014. All Rights Reserved.

    THE NUMBERS

    Photo: Dota TI4 Grand Finals by Dota 2 The International. https://www.flickr.com/photos/dota2ti/14733229938/in/photost-ream/ / Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 3 | sparks & honey, 2014. All Rights Reserved.

    THE PEOPLE ARE HERE.An explosive trend of millions of fans around the world watching people play video games.

    71 MillionThe number of people who watch competitive video gaming as a spectator sport.

    Source: Sizing & Profiling eSports Popularity | NEWZOO Market Research April 2014

  • 4 | sparks & honey, 2014. All Rights Reserved.

    VIEWERSHIP FREQUENCY AND ENGAGEMENT TIMES ARE STAGGERING ANDUNPARALLELED.

    Source: eSports: Digital Games Brief, April 2014 | SuperData Research www.superdataresearch.comTweaktown / HIS Technology Report 2013

    US eSPORTS VIEWER ACTIVITY, 2013BASED ON SUPERDATA SURVEY DATA

    2.2 hours

    19 times

    AN AVERAGE eSPORTS VIEWING SESSIONS LASTS:

    ON AVERAGE PER MONTH, VIEWERS WATCH eSPORTS:

    2.4 billion hoursTHE AMOUNT OF eSPORTS FOOTAGE WATCHED ONLINE IN 2013

    ONE QUARTERWATCH EVERYDAY

    ATTEND LIVE EVENTS

  • 5 | sparks & honey, 2014. All Rights Reserved.

    OVERWHELMINGLY WINNING THE FAN VIEWERSHIP BATTLE

    VIEWERS OF SPORTS EVENTS

    MLB WORLD SERIES

    NCAA BASKETBALL FINAL FOUR (AVERAGE)

    NBA FINALS(GAME 7)

    BCS NATIONALS CHAMPIONSHIPS

    LEAGUE OF LEGENDS SEASON 3 WORLD CHAMPIONSHIPS

    14.9 15.7 26.3 26.4 32.0

    eSports: Digital Games Brief, April 2014 | SuperData Research www.superdataresearch.com

  • 6 | sparks & honey, 2014. All Rights Reserved.

    THE MONEYIS HERE$25 MillionThe amount of money awarded in 2013 as prizes to professional gamers from sponsors and crowdsourcing prize packages.

    Photo: Blizzcon 2011 - Saturday by Brendan C. https://flic.kr/p/aygWNZ Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

    Blizzcon 2011 - Friday by Brendan C. https://flic.kr/p/axWScq Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 7 | sparks & honey, 2014. All Rights Reserved.

    With millions of people already playing video games and the popularity of video game competition rising, gamers developed an interest in watching others play for fun, while learning tips to improve their play and witnessing pro-gamers showcasing their skills.

    eSports organizations recognized this trend and created platforms for people to participate and watch. The dramatic rise of game streaming services like Twitch, ESL, and MLG created communities between players and fans.

    Then came the big prize money. The professional game casters. Video games broadcast on major networks. Huge, sold-out crowds. Brand sponsorships. And from the beginning, unrelentingly passionate fans.

    A perfect sport that fulfills the cultural need to be the hero, to be part of a community as both participant and spectator and experience the thrill of victory.

    WE HAVE NO IDEA WHAT THE LIMITS ARE. James Lampkin, product manager for ESL(Electronic Sports League)

    eSports is experiencing an explosion in popularity

    Photo: Cloud 9 Takes on Vici Gaming by Dota 2 The International. https://flic.kr/p/onnWS7 Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 8 | sparks & honey, 2014. All Rights Reserved.

    THE ARGUMENT: IS IT OR ISNT IT A SPORT?

    A POINT A VIEW

    ITS NOT A SPORT ITS A COMPETITION MOSTLY, IM INTERESTED IN DOING REAL SPORTS. ESPN President John Skipper(ESPN later went on to broadcast eSports game Dota 2 on ESPN 2 and 3. )

    AN ALTERNATIVE POINT OF VIEW

    IT DOESNT MATTER IF THE OLD GUARD CONSIDERS IT A SPORT OR NOTITS A MATTER OF WHEN, NOT IF. MLG (Major League Gaming) co-founder and president Mike Sepso

  • 9 | sparks & honey, 2014. All Rights Reserved.

    1) BIG DEALS. Amazon acquires Twitch.tv (a video game streaming platform) for $970 Million.

    2) GOLD MEDALS. For the first time, eSports game Call of Duty: Ghosts appeared at the popular ESPNs X Games in June 2014, where it awarded the inaugural X Games eSports gold medal.

    3) GOVERNMENT RECOGNITION The United States government recognizes eSports gamers as professional athletes and began granting gamers visas to come to the country to play.

    4) ATHLETIC SCHOLARSHIPS. Its official. Robert Morris University (RMU) became the first University to recognize video games as a sport under its athletic department and the first in the nation to offer video game scholarships.

    5) BREAKING RECORDS: League of Legends Championship Final (October 2013) sold out LAs 15,000-seat Staples Center in an hour, with and additional 8.5 million viewers watching via live stream.

    A CULTURAL MOVEMENT THAT IS CHANGING EVERYTHING

    Source: IGNSource: Huffington PostSource: Geek Wire

  • 10 | sparks & honey, 2014. All Rights Reserved.

    THE PLAYERS ARE CELEBRITIES

    Photo: TI4 - Grand Finals by Dota 2 The International. https://flic.kr/p/oJ9gZ2 Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 11 | sparks & honey, 2014. All Rights Reserved.

    THEY TRAIN FOR HOURS EACH DAY, FANS SCREAM THEIR NAMES, AND MILLIONS WATCH THEM COMPETE TO BE THE BEST IN THE WORLD.

    Photo: IMG_7623 by Jakob Wells. https://flic.kr/p/opiXMQLicensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 12 | sparks & honey, 2014. All Rights Reserved.

    THEY ARE DEDICATEDAND TRAIN HARDPRACTICEAs with any other sport, professional gamers have to practice, practice, and practice. They train their wrists and their brains to act simultaneously. They practice game play on average three hours a day but its not uncommon to hit upwards of twelve hours.

    FOODGamers eat high-protein foods created by dietitians who teach them to eat more healthily.

    FITNESSThey undergo daily training for physical and mental dexterity, agility, and to build a healthy body that supports the heavy gaming lifestyle. Training includes weightlifting, cardio, yoga, and brain mapping techniques.

    Source: New York TimesSource: RedbullSource: Motherboard

  • 13 | sparks & honey, 2014. All Rights Reserved.

    THEY LIVE A RIGOROUS, ON-THE-GO LIFESTYLELIVING ARRANGEMENTSCompetitive teams live together in gaming houses and dedicate themselves to long practice hours.

    TRAVELHighly competitive teams with sponsors travel frequently and worldwide for tournaments.

    ALWAYS ONTo make it in eSports requires a unique status that combines athlete, gamer, and TV celebrity to connect with fans.

    Source: Reddit / LifestylesPhoto: Gocie Intel Extreme Masters by Piotr Drabik. https://flic.kr/p/dU4PvC Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 14 | sparks & honey, 2014. All Rights Reserved.

    THEY HAVE PAID SPONSORSHIPS, FAN CLUBS, AND SOMETIMES EVEN GROUPIES.

    Matt Nadeshot HaagCall of Duty

    Danil Dendi IshutinDota 2

    Sasha Scarlett HostynStarCraft 2

    Bae Dade Eo-jinLeague of Legends

    Source: A.V.ClubPhoto: IMG_7578 by Jakob Wells, featuring Danii Ishutin. https://flic.kr/p/op9H3d Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 15 | sparks & honey, 2014. All Rights Reserved.

    THE PLOT AT TOURNAMENTS IS THE SAME AS A CHESS MATCH, FOOTBALL GAME, OR PRESIDENTIAL RACE: ITS THAT ONE VERSUS THAT OTHER ONE.

    THE GAMES

    Photo: Team rOtk steam-rolled team XBOCT by Dota 2 The International. https://flic.kr/p/o7BYgn Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GBSource: Casual esSports Fan

  • 16 | sparks & honey, 2014. All Rights Reserved.

    eSPORTS COMPETITION:THE TOP GAMES BY PRIZE

    *Prizes awarded to players

    # 1 Dota 2 $23,409,636.52ndj 618 Players

    # 2 League of Legends $17,947,201.592329 Players

    # 3 Starcraft II$14,430,969.58

    1142 Players

    # 4 Counter-Strike$10,470,505.812339 Players

    # 5 StarCraft: Blood War$10,470,505.81384 Players

    Source: ESportsEarnings

  • 17 | sparks & honey, 2014. All Rights Reserved.

    EACH GAME REQUIRES A DIFFERENT COMBINATION OF SKILLS AND PREPARATIONMULTI PLAYER ONLINE BATTLE ARENA (GAMES INCLUDE LEAGUE OF LEGENDS, DOTA 2) - Strong decision-making capabilities and foresight - Ability to plan, gather, and understand necessary resources that will provide immediate and long-term benefits- Strong keyboard and mouse hand coordination

    - Ability to multi-task and micromanage teams- Keen understanding of when to pull your team back and replace with stronger players or teams

    - Strong hand and eye coordination- Good memory for maps and power-up locations and caches- Visual and spatial awareness

    REAL-TIME STRATEGY GAMES (GAMES INCLUDES STARCRAFT SERIES)

    FIRST PERSON SHOOTER GAMES - (GAMES INCLUDE COUNTER-STRIKE, CALL OF DUTY)

  • 18 | sparks & honey, 2014. All Rights Reserved.

    THE DEBATE THAT MAY NEVER END: PC VS CONSOLE IN COMPETITIVE GAMING. A TALE OF TWO PLATFORMS...TOURNAMENTS AND LEAGUES Console-based eSports leagues do exist, but not on the same scale as PC franchises including Dota 2 and League of Legends. Call of Duty (for now) is the only console game with major tournaments.

    PC gaming is the more expensive of the two platforms to play at the competitive level. High-end gaming systems can run up to thousands of dollars.

    COSTS

    The battle between the controller and the joystick vs. the keyboard and the mouse may be won by the PC. They keyboard and mouse combination offers increased accuracy and a better level of detail and control, which can provide a distinct advantage in competitive play.

    SKILLS

    Source: Competive Gaming. PC vs Console

  • 19 | sparks & honey, 2014. All Rights Reserved.

    THE POPULARITY OF eSPORTS IS FUELED BY THE GROWTH OF ONLINE STREAMING CHANNELS

    Twitch is the worlds leading video platform and community for gamers, with more than 60 million visitors per month. It connects gamers around the world by allowing them to broadcast, watch, and chat from everywhere they play.

    TWITCH

    MLG

    AZUBU

    YOUTUBE

    Major League Gaming (MLG) is the global leader in eSports. MLG operates MLG. tv, the #1 online broadcast network for professional level competitive gaming.

    Azubu is a global broadcast network, delivering premium live and on demand eSports action, programming, news, and analysis.

    Gaming on YouTube ranges from casual to competitive. Competing streaming services also place their content on YouTube.

    Photo: To the victors goes the cheese by Dota 2 The International. https://flic.kr/p/op5adu Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 20 | sparks & honey, 2014. All Rights Reserved.

    THERE ARE APPROXIMATELY 300 MILLION eSPORTS FANS IN 152 COUNTRIES THAT WATCH GAMES ONLINE THROUGH STREAMING PLATFORMS

    Photo: Gocie Intel Extreme Masters by Piotr Drabik. https://flic.kr/p/dU4GNj Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 21 | sparks & honey, 2014. All Rights Reserved.

    THE CASTERS

    Photo:Podczas Intel Extreme Masters by Piotr Drabik. https://flic.kr/p/dU4PSq Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 22 | sparks & honey, 2014. All Rights Reserved.

    CASTERS PLAY AN ESSENTIAL ROLE IN THE eSPORTS SCENE, PROVIDING INSIGHT, HUMOR, EXCITEMENT, AND UNIQUE PERSONALITY TO GAMES THAT WOULD OTHERWISE HAVE TO BE ENJOYED ALONE.

    Photo: The Witcher Battle Arena by download.net.pl - mobile. https://flic.kr/p/r2fqm7 Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 23 | sparks & honey, 2014. All Rights Reserved.

    WHO THEY AREFormer players

    Current players as guest commentators

    THE JOBProvide play-by-play and analysis between matches and games

    Create energy and excitement by discussing players performance and reviewing some of the best game plays

    Offer insights into the mechanics of the game and make the details of match-ups and key game moments understandable

    Ben Benson Bowe (received the first ever O-1 Visa given to an eSports broadcaster.)

    StarCraft 2 Caster Leigh John TotalBiscuit Bain

    Call of Duty caster, Ryan Wyatt (Fwiz)

    JOB OF THE FUTURE ALERT: CASTERSTHEY MAKE THE GAME INTERESTING AND EXCITING

    Source: MillenniumPhoto: Intel Extreme Masters @CeBIT by Patrick. https://flic.kr/p/7HnqJ2 Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 24 | sparks & honey, 2014. All Rights Reserved.

    FANS MAKE THE GAME SPECIAL

    Photo: Blizzcon 2010 by Michael Carian. https://flic.kr/p/97Nwbg Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 25 | sparks & honey, 2014. All Rights Reserved.

    AFFLUENT AND OVERWHELMING MALE

    THE U.S. FANBASE31.4 MILLION70% MALE30% FEMALEAGES 21 - 35

    Photo: League of Legends Season 3 Finals by artubr https://flic.kr/p/ihAuCV Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB Source: eSports: Digital Games Brief, April 2014 | SuperData Research www.superdataresearch.com

  • 26 | sparks & honey, 2014. All Rights Reserved.

    THEY ARE SOCIALLY SAVVY AND CONNECTED GAME STREAMERS ACTIVELY SHARE THEIR PERSONAL LIVES VIA SOCIAL MEDIA

  • 27 | sparks & honey, 2014. All Rights Reserved.

    A CULTURE IN WHICH TRASH TALK AND GAME APPRECIATION EXIST AT THE SAME TIMEeSports CHAT ROOMS for fan interaction has been one of the more defining aspects of eSports culture. The accessibility to pro-players opinions via chat rooms increases engagement, and sometimes anxiety.

  • 28 | sparks & honey, 2014. All Rights Reserved.

    FOR FANS, ITS MORE THAN A GAME ITS A COMMUNITYDuring non-game hours, game streamers are often socializing in live chat-rooms on platforms like TwitchThey talk about their personal lives - fashion, food, music, and more and the game.

    -

    -

  • 29 | sparks & honey, 2014. All Rights Reserved.

    COSPLAYEspecially for female fans, costuming for their favorite game is a passion.

    Jessica Nigri Akatsuki Tsukasa

    Photo: League of Legends Cosplay by artubr. https://flic.kr/p/dknjyV Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 30 | sparks & honey, 2014. All Rights Reserved.

    FANS ENJOY THE eSPORTS EXPERIENCE IN VENUES AND ARENAS

    Photo: Fan made signs by artubr. https://flic.kr/p/dknp6C Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 31 | sparks & honey, 2014. All Rights Reserved.

    THEY HAVE THEIR OWN GAMING STUDIOS AND DEDICATED SPORTS AND TRAINING FACILITIES

    MLG.TV ARENA - COLUMBUS, OHAt 14,000 square feet, Major League Gamings new eSports arena. Features bleacher seating, soundproof booths for players, a broadcast platform for live commentating, spectator screens, and warm-up areas for players.

    Photo: Evil Geniuses by Minyoung Choi. https://flic.kr/p/a9GVLa Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 32 | sparks & honey, 2014. All Rights Reserved.

    AND SELL OUT MAJOR SPORTS ARENAS

    Riot Games sold out the 18,000 seats Staples Center in Los Angeles for the League of Legends Championship Series within an hour 10,000 seats for DOTA International were sold for the event at Seattles Key Arena. Tickets

    sold out within half hour after going on sale.

    Photo: League of Legends Season 2 World Championship finals panorama https://flic.kr/p/dkngsZ Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GBSource: RedbullSource: Dotatalk

    TEAM WE eSPORTS CAMPUS - SHANGHAI, CHINA Team We, one of Chinas earliest and largest professional e-sports groups, recently opened a new eSports traning campus in Shanghai to nurture and develop up and coming talent. It includes both classrooms and dorms.

    RED BULL eSPORTS STUDIO IN SANTA MONICA, CA

  • 33 | sparks & honey, 2014. All Rights Reserved.

    SELECT BRANDS:THE EARLY PIONEERS

    Photo: Gamescom 2014 by Tim Bartel. https://flic.kr/p/oHmJmM Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 34 | sparks & honey, 2014. All Rights Reserved.

    READY TO EXPLORE THE BUSINESS IMPLICATIONS OF eSPORTS?

    Photo: Azubu frost by artubr. https://flic.kr/p/dknqxE Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 35 | sparks & honey, 2014. All Rights Reserved.

    THE PERFECT OPPORTUNITY. EVERYTHING A BRAND WOULD NEED IN A SPONSORSHIP

    BIG FAN PASSIONAND FERVOR BIG MONEY$BIG AUDIENCES BIG PERSONALTIES

  • 36 | sparks & honey, 2014. All Rights Reserved.

    5 WAYS TO GET INVOLVEDAUTHENTICALLY CONNECT WITH PASSIONATE AUDIENCES ALLOVER THE WORLD

    eSPORTS IS PROBABLY GOING TO BE MORE CULTURALLY RELEVANT TO THE NEXT GENERATION OF KIDS THAN ANY OTHER SPORT. Jason Xu, founder and chief executive of Vancouvers Battlefy

  • 37 | sparks & honey, 2014. All Rights Reserved.

    Embrace the opportunity to partner with game developers, eSports organizers, and broadcasters to create brand sponsored tournaments. Brands can advance their story by creating content, prizes, and platforms that allow new fan engagement as well as player and gameplay development. This creates a natural way to integrate products and services.

    EXAMPLE: INTEL EXTREME MASTERS WORLDWIDE TOURNAMENT

    1. CREATE EXCLUSIVE PLATFORM SPONSORSHIPS

    Photo: Puchar IEM by Piotr Drabik. https://flic.kr/p/dU4GpS Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 38 | sparks & honey, 2014. All Rights Reserved.

    Embrace the opportunity to support and develop key players and eSport teams. Provide access to coaches and resources that will allow players to design and develop the skills they need to participate at the highest levels. Work with leagues and organizers to create paths to turn from casual to amateur to professional gamer.

    EXAMPLES: NISSAN SPONSORSHIP OF TEAM CURSE + COKE ZERO LEAGUE OF LEGENDS PLAYER DEVELOPMENT TOURNAMENT

    2. GET ACTIVELY INVOLVED WITH GAMERS

    Final Intel Extreme Masters World Best Gamers League of Legends by Camila Cunha/indice-foto via Campus Party Brasil. https://www.flickr.com/photos/campuspartybrasil/8439721002/ Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 39 | sparks & honey, 2014. All Rights Reserved.

    Partner with official eSports organizations to sponsor events at conferences, festivals, and on college campuses. Create official eSports college chapters and provide funding, access to promotional materials, event production equipment, and customized banners. Create the next generation of eSports brand ambassadors. Sponsor online video series sharing eSports stories about local teams.

    EXAMPLE: BLIZZARD ENTERTAINMENT MEMBERSHIP MILESTONE PROGRAM

    3. DEVELOP LOCAL AND REGIONAL EVENTS

    Photo: 20131108_083529 by Glenn Batuyong https://flic.kr/p/huNScQ Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GBSource: http://www.eslgaming.com/interview/helena-kristiansson-esports-photography-and-joining-esl-full-time-photographer

  • 40 | sparks & honey, 2014. All Rights Reserved.

    Work with online broadcast channel partners (e.g. Twitch, Major League Gaming, etc.) to create original content and tell brand stories that highlight fan and player stories thereby advancing the eSports lifestyle. Become official sponsors of select eSports casters and create programs and contests to find and develop the next casters.

    EXAMPLE: X GAMES SPONSORSHIP

    4. CONTENT PUBLISHER AND PRODUCER

    Photo: X Games 17 @ L.A. Live by Gerald Geronimo https://flic.kr/p/a8bC1a Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB Source: Wired

  • 41 | sparks & honey, 2014. All Rights Reserved.

    Embrace and create branded boutique broadcast training and practice facilities. (e.g. Red Bull Studios) Leverage any existing or temporary brick and mortar spaces for eSports training and development. Become a key sponsor or host for one of the major tournaments in arenas across the country

    EXAMPLE: RED BULL

    5. STUDIO RIGHTS/EVENT SPONSORSHIP

    Photo: Final Intel Extreme Masters World Best Gamers League of Legends by Camila Cunha/indicefoto via Campus Party Brasil. https://www.flickr.com/photos/campuspartybrasil/8438629351/ Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GBSource: Teamliquid

  • 42 | sparks & honey, 2014. All Rights Reserved.

    DONT SIT ON THE SIDELINES.GET INVOLVED.

    Photo: Roy Hibbert

  • 43 | sparks & honey, 2014. All Rights Reserved.

    CAN HELP YOU GET STARTED

    Photo: IMG_0331 by erocsid https://flic.kr/p/d3sXbm Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB

  • 44 | sparks & honey, 2014. All Rights Reserved.

    SCANNING THE WORLD FOR CULTUREJOIN US. EVERY DAY FROM 12-1PM EST WE HOLD A CULTURE BRIEFING IN OUR NYC OFFICES TO DISCUSS THE DAYS MOST IMPORTANT 30-40 CULTURAL SIGNALS (CULLED FROM 10,000 SIGNALS FROM ALL OVER THE WORLD). WE SPEND THE HOUR CONNECTING THE SIGNALS TO OUR CLIENTS BUSINESS I.E., HOW DOES THE SIGNAL IMPACT STRATEGY, INNOVATION, AND CONTENT?

    THE RIGOR OF DOING THIS EVERY DAY ALLOWS US TO SEE PATTERNS AND MAKE HORIZONTAL CONNECTIONS (THINK: CULTURAL MUSCLE MEMORY) WHICH ENABLES US TO FORMULATE AN INFORMED POV ON WHERE THE WORLD IS HEADED, AND WHY.

  • 45 | sparks & honey, 2014. All Rights Reserved.

    CULTURAL INTELLIGENCESocial & Cultural ListeningCompetitive Intelligence & War GamingSegment Analysis & TrackingTopic Deep DivesEvent TrackingIssue MonitoringReal-time Burst IdentificationChannel AnalysisContent & Influencer StrategyEditorial & Cultural Calendars

    INNOVATIONMacro Trend Identification & QuantificationProjecting Segments into the Future (Consumers of the Future)Product, Service & Packaging DevelopmentBusiness Model Design & ReimaginationBusiness Context AnalysisFuturismWhitespace IdentificationBrand/Partner & Acquisition Recommendations

    CONTENT & DISTRIBUTIONPre-Planned (70/30) Content Pro-duction - Online and OfflineReal-Time Content ProductionReal-Time CommerceSocial Media Content (short and long form) - posts, tweets, vines, videos, blogs, etc. Community ManagementInfluencer OutreachChannel Optimization & Fan Base DevelopmentAnalytics & MeasurementReal-Time Media Amplification

    AGENCY OF RELEVANCECULTURAL STRATEGY AT THE CORE

    BRANDS

    SOCIAL AGENCYEVENT

    MARKETINGAGENCY

    AD AGENCY

    SEARCH AGENCY

    DIGITAL AGENCY

    PR AGENCY

    POWERED BY

    -

    -

    --

    -

    -

    --

    -

    -

    ---

    -

    --

    -

    -

    -

    -

    -

    --

    -

    -

    --

  • 46 | sparks & honey, 2014. All Rights Reserved.

    Sign up on our website to receive updates and future reports:www.sparksandhoney.com

    For more information:212.894.5100info@sparksandhoney.com

    @sparksandhoneybigthink.com/blogs/ampedfacebook.com/sparksandhoney

    OPENING MINDS & CREATING POSSIBILITIES