Fox Sports ChallengeNATHAN DICK | MIKE GLOER | EDUARDO SILVA | CONNOR SIMMONS

Agenda

Problem Statement

Initial Considerations

Key FindingsStrategy &

Tactics

Problem Statement

Millennials’ consumption of “traditional” television is shrinking, as they are opting to stream video content via on-demand and

internet-based platforms.

In order for Mediacom to capture and retain the millennial generation, it is imperative that they find new ways to showcase and promote their existing channels (Fox Sports Go & BTN2Go)

to foster long-term profitability and growth.

Initial Considerations1. What type of content do millennials prefer to consume on the go?

2. How do millennials interact with streaming and TV everywhere services?

3. How, when and where do millennials prefer to consume media?

4. What marketing tactics are effective for engaging the millennial demographic?

5. What do millennials look for in a service provider?

Primary Research Methodology

Focus group (Tippie MBA students)

• Friday, April 8

•Questions: 8

• Participants: 5 (3 male, 2 female)

Marketing Institute Survey

• Sample size: 1,228

oCleaned sample size: 543

•Gender breakdown: 22% male,

73% female, 6% unknown

Key Findings

Millennials consume more “entertainment” content than sports content while on the go

TV shows

Movies

User-generated content

Music videos

Millennials Phone first

Older generations TV first 3

Survey:50% do not watch media on the go at all22% watch TV shows on the go16% watch sports on the go 2

SOURCES: 1) MARKETING INSTITUTE FOCUS GROUP, SPRING 2016; 2) MARKETING INSTITUTE SURVEY, SPRING 2016, 3) ENTREPRENEUR:HTTPS://WWW.ENTREPRENEUR.COM/ARTICLE/247886

1

2

3

4

“I would watch a big game on the go, only if the interest threshold

is reached.” 1

Aside from TV, millennials use laptops first, followed by desktops and smartphones

At least 65% of millennials use a second device while watching TV

75% post to Facebook, 73% post online, 49% tweet, 43% read an e-book 1

Millennials are using YouTube and Facebook first when it comes to viewing/interacting with sports content 2

YouTube has created its own “network” of its best sports-related content creators and channels 3

SOURCES: 1) VERIZON DIGITAL: MILLENNIALS AND ENTERTAINMENT, MARCH 2014; 2) FORTUNE: HTTP://FORTUNE.COM/2015/11/16/MILLENNIALS-SPORTS-TV-STUDY/, 3) SPORTING NEWS: HTTP://WWW.SPORTINGNEWS.COM/MORE-

SPORTS-NEWS/4626505-REACHING-MILLENNIALS-IN-A-MULTI-DEVICE-WORLD-YOUTUBE-BRANDS

Using a second device while watching TV/consuming media: Focus group response

SOURCE: MARKETING INSTITUTE FOCUS GROUP, SPRING 2016

“I am a TV watcher in the living room. When I am on my phone while

watching TV, I am on Twitter. When watching sports content, I am always

on my phone, I want to see my friends’ reaction”.”.

“I always have my phone open on Twitter and text my friends when sports events are on, or during anything that is live.”

Millennial preferences in consuming media

Large TV screens (50%), laptops are second2How

When

Where

5:00-11:59 PM (94%)

Sat. & Sun. (57% and 66%

respectively) 2

Off-campus housing

(72%) and Netflix

(71%) 2

How Netflix won:

Encourage personalization

Provide original content

Allow consumer control 1

SOURCES: 1) MILLENNIAL MARKETING: HTTP://WWW.MILLENNIALMARKETING.COM/2015/12/HOW-DID-NETFLIX-WIN-OVER-MILLENNIALS/; 2) MARKETING INSTITUTE SURVEY, SPRING 2016

Millennials desire_____ in media content

“For many people, watching

sports is the only reason why

they still have cable.” 4

Streaming Services1. Rich and personalized

experience 2. Up-to-date content, stream

quality, speed 1Cable Services and Bundles

1. Access to nationwide sports content 2. Channel/Package Customization3. Great customer service 4. Reliable network (consistency) 3

SOURCES: 1) VERIZON DIGITAL: MILLENNIALS AND ENTERTAINMENT, MARCH 2014; 2) MARKETING INSTITUTE FOCUS GROUP, SPRING 2016; 3) SPORTING NEWS: HTTP://WWW.SPORTINGNEWS.COM/MORE-SPORTS-NEWS/4626505-REACHING-MILLENNIALS-IN-A-MULTI-DEVICE-

WORLD-YOUTUBE-BRANDS

Snapchat’s popularity and potential makes it the best untapped social media platform

• 100 million active daily users

• 73% of Snapchat users are millennials

• 77% of college students use Snapchat daily

• 69% of college students would add a known brand as their friend

• 58% of college students would likely purchase from a brand that sent them a promotion via Snapchat

• 1% of marketers use Snapchat

SOURCE: EXPANDEDRAMBLINGS STATISTICS REPORT

Strategy and Tactics

Mediacom Strategy Play up Xtream brand

• Name and service resonate with millennials

• New offering, lower brand awareness

• Expose millennials to something new/different

Live game showing• “Xtream Gameday Powered by Mediacom”

• First away game of year (Iowa @ Rutgers)

oDate: September 24, 2016

oLocation: Hubbard Park/ Pentacrest

• Widescreen outdoor projection

Mediacom (Xtream) Tactic

How does this work?

• Stream game on BTN• Via Xtream platform

• Display Xtreampromotions on projectors

• Mediacom/BTN brand ambassadors• Free gear for app

downloads

Why this will work:

• Free event – no cover fees

• Giveaways• Hawkeyes + BTN +

Mediacom = recognition• Brings the game to us

BTN Strategy

“Think like a millennial”

•Of those that watch BTN, 72% do not utilize BTN2Go 1

•Cost-effective rewards

• "The millennial generation, compared to others, yearns to be noticed [the most]” 2

•Use Snapchat as touch point

Guerilla marketing

• Spark buzz around BTN2Go

• Engage the millennial demographic

• Attain with incentives

• Create point of unity for B1G schools

SOURCES: 1) MARKETING INSTITUTE SURVEY, SPRING 2016; 2) NEW YORK DAILY NEWS: HTTP://WWW.NYDAILYNEWS.COM/LIFE-STYLE/MILLENNIALS-COMPETITIVE-CRAVE-ATTENTION-STUDY-ARTICLE-1.1811762

BTN Tactic #1 – Big Ten Tailgate-To-GoCampus brand ambassadors:

• Equipped with tablets ensure requirements are met

o Give food/water voucher

o Inform patron of free campus access

What we ask for:

1. Download the BTN2Go app

2. Add BigTenNetwork on Snapchat

What they receive in return:

• Free hot dog, burger, or locally enticing dish

• Free water bottle

High-Traffic Games:

Oct. 15th- Ohio State @Wisconsin

Oct. 22nd- Wisconsin @Iowa

Oct. 29th- Michigan @Michigan State

Nov. 5th- Iowa @ Penn St.

Nov. 12th- Minnesota @ Nebraska

Nov. 26th- Michigan @Ohio State

BTN Tactic #1 – Big Ten Tailgate-To-Go

BTN Tactic #2 – Get the App, Send a SnapSteps for contestant:

Hashtag Options:

1.)#SportableStreaming2.) #TheB1GGame3.)#TheB1GSnap4.)#FreeOnCampus

Download the BTN2Go App

Add BTNSnapContest on Snapchat

Submit Snap using BTN2Go Filter and added Hashtag

Selection Committee decides winner• Weekly basis

• SnapStory advertising

BTN Tactic #2 – Get the App, Send a Snap: Prize

Winning snapchat picture here

Contest

#SportableStreaming

#FreeOnCampus

Fox Sports Strategy• Great way to get fans

involved throughout the season

Utilize Snapchat

• Utilize NFL season, especially postseason, for promotions

Build awareness

• Those watching game at home will have access to service provider

Leverage Super Bowl

Fox Sports Tactic

Steps for contestant:

Hashtag Options:

1.)#SportableStreaming2.)#CantBeatUsWithCleatus

3.)#SuperBowlSnapOff4.)#FOXSportsGo

Add FOXSportsContest on Snapchat

Submit Snap using FOXSportsGo Filter and added Hashtag

Selection Committee decides winner

3% of respondents use FOX Sports Go 1

SOURCE: MARKETING INSTITUTE SURVEY, SPRING 2016

FOX Sports Go Super Bowl Snap-Off

Performance Metrics

Mediacom/Xtream

• Number of attendees

• at game viewing event

• who download BTN2Go app

• Increase in traffic on Mediacom website

• Sales of Xtream packages

BTN/FOX Sports

• Number of people who download the BTN2Go, FOX Sports Go apps

• Number of people who

add Snapchat accounts

who attend Tailgate-to-go (BTN)

submissions to contests

• Buzz generated: Social media analytics

SummaryTactic #1: Xtream Gameday by Mediacom

Tactic #2: BTN Tailgate-To-Go

Tactic #3: Get the App, Send a Snap

Tactic #4: FOX Sports Go Superbowl Snap-off

Thank

References•Entrepreneur: https://www.entrepreneur.com/article/247886

•ExpandedRamblings Statistics Report

•Fortune: http://fortune.com/2015/11/16/millennials-sports-tv-study/

•Marketing Institute Focus Group, Spring 2016

•Marketing Institute Survey, Spring 2016

•Millennial Marketing: http://www.millennialmarketing.com/2015/12/how-did-netflix-win-over-millennials/

•New York Daily News: http://www.nydailynews.com/life-style/millennials-competitive-crave-attention-study-article-1.1811762

•Sporting News: http://www.sportingnews.com/more-sports-news/4626505-reaching-millennials-in-a-multi-device-world-youtube-brands

•Verizon Digital: Millennials and Entertainment, March 2014