mis mon 1015 christopher golier
TRANSCRIPT
Molson Canadian NHL PrePlay Second Screen Driving Fan Engagement
2
Mobile Apps
Tablet Apps
Mobile Web
Mobile properties exceeded 1b page views which constitute ~50% of total NHL digital page views
NHL Mobile Offerings and Strategy
3
Source: Omniture and Google Analytics Date Range: October 2010 – April 2011
Polling, Sentiment, Predictive, Contextual Content …
… drive constant usage and earned media across NHL properties
In order to increase content consumption, more engaging user experiences are needed during Digital Prime Time
NHL PrePlay as second screen initiative
4
Active Game Screen designed for simplicity
5
Huddle Up and Brag made game watching more social
6
Leaderboard and Player Card screens added a game dynamic
7
Trophy Case keep users coming back for more achievements
8
Broadcast Integration: NHL Live on NHL Network
9
On air example of EJ’s pre-game predictions for Game 7 of the Capitals vs. Rangers series
Branded Elements: Molson branding throughout the game
10
Branded Elements: Hockey House finder to drive to locations and compliment on-premise activation
11
12
TV-synced ads appear on mobile or tablet in the exact moment a
commercial appears on TV
Branded Elements: TV-Synced Ads
Stanley Cup Playoffs Recap: User Engagement
13
Retention
• 49% check in to games 7 days after signup
• 42% check in to games 14 days after signup
Engagement
• Average User Session = 16.4 mins for the first 5 games after launch
• Average User Session = 24.4 mins for the last 5 games of the playoffs
• 49% increase in 5 weeks
• Users spent nearly 1.5 periods per game in the app on average
Goal of predictive gaming is to drive tune-in and sustain viewership
Users remained active throughout the playoffs even after their favorite team was eliminated
Stanley Cup Playoffs Recap: Downloads
14
58% growth within the first week of iPhone launch - App will be available on Android phones for next season
iPhone Launch (June 4th)
Stanley Cup Playoffs Recap: Predictions
15
iPhone Launch (June 4th)
Predictions kept an even increase throughout the playoffs even as more teams were eliminated
Stanley Cup Playoffs Recap: Check-Ins
16
The introduction of iPhone provided a dramatic increase in users playing the game
17
Ages of Registered Users
55+ 3.5%
34-54 20.7%
25-34 27.1%
21-24 48.8%
Stanley Cup Playoffs Recap: Demographics
Male
84.67%
Female 15.33%
Gender of Registered Users
18
USA
57.3%
USA
55.4%
USA
48.4%
USA
45.4%
CA
42.7%
CA
44.6%
CA
51.6%
CA
54.6%
Guesses Made By Country
Stanley Cup Playoffs Recap: Demographics
19
Fan enhancements
• More social – make it easier for fans to search for friends
• Enable customization – select favorite team, avatar
• Diversify questions – add additional question types to encourage fans to play beyond 1 period
Next season: more game improvements
NYR Fans This Season
1 Username % Pts
2 Username % Pts
3 Username % Pts
4 Username % Pts
5 Username % Pts
6 Username % Pts
Friends
NYR Fans
Global
20
In-Stream Video/Display Ads
• Appear during TV commercial
breaks and all TV timeouts at end
of each period
• 15 or 30 second spots; rich media
with a call to action; full-page
display ads
•Sync ads – create separate units
for tracking
Next season: more sponsor integration
21
Window sticker with QR code
to drive downloads of the app
before heading into the bar
On-premise, on-package cross-marketing
Next season: more sponsor integration
22
Next season: more broadcast integration
