next-gen digital entertainmentmarketing:lessonslearnedfromcpg
TRANSCRIPT
THE TIPOFF
TV Content goes Social
TODAY’S CONVERSATION IS ABOUT 3 THINGS
CPG to Entertainment Marketing Embracing deeper
levels of social interaction
CPG to Entertainment Marketing
From Consumer Packaged Goods Company to Entertainment Media Company
Or….
From Coke to ESPN
We all love sports
And Brands love sports too
Coca-Cola has the benefit of Maslov’s hierarchy of needs
But I would argue the hierarchy is this way for many people…
After all, we are a nation of Sports Fans For more than 15 years, nearly 9-in-10 Americans have been
sports fans.
Today, there are 222 MILLION SPORTS FANS.
86% 86% 89% 88% 86% 85% 87% 86% 87% 87% 88% 88% 89% 90% 88% 86%86%
176 179186 186 188 187
192 193201 203
210 212219
226222219 222
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
PCT
US
P12+
150
160
170
180
190
200
210
220
230
240
250
P12+
(mill
ions
)
Pct U.S. P12+ P12+ (millions)
Source: ESPN Sports Poll 1994-2009Fan = Self-score of 1-10 on 0-10 scale
ESPN is the most well known brand in sports In total, the ESPN brand (with Monday Night Football and its sub-brands) is the most well-known
brand in sports, SURPASSING such elite brands as THE OLYMPICS, THE NFL, GATORADE, AND NIKE.
27%44%
45%57%
61%63%
70%70%71%
74%75%
77%80%
81%83%
85%88%
88%94%
95%
Versus
HBO Sports
MLS
Spike TV
NHL
ESPN on ABC
CBS Sports
NBC Sports
TNT
Fox Sports
NASCAR
Sports Illustrated
MLB
NBA
Adidas
Nike
Gatorade
NFL
Olympics
ESPN
Very familiar
Somewhat familiar
Sub-brandsSource: ESPN Brand Reach Study April 2010
And ESPN gets high marks on the brand curve Nearly 3/5 OF CONSUMERS say ESPN is at its peak with another 1/5 seeing it on the way up.
THE PROPORTION OF CONSUMERS WHO SEE ESPN AS “ON THE WAY DOWN” IS AT A RECORD LOW
11%A. On its
way up, still rising
quickly
10%B. On its
way up, but rising more
slowly
61%C. At its peak and will stay
there for a while to
come
10%D.
Nearing the end of its peak 5%
E. Has dropped some, but still at
a high level 2%F. Has dropped
a lot
ON ITS WAY DOWN17
%
AT ITS PEAK61%
SAY IT’S ON THE WAY UP22%
Source: ESPN Brand Health Tracker Q4 2010
And has an overwhelmingly favorable standing vs our rivals
Source: ESPN Brand Health Tracker (Aggregate Across Q2 ‘09 – Q3 ‘10)* Q: Based on everything you have seen or heard about each of the following networks for their sports programming, how you would rate each one? Please use a scale from 0 to 10, where 0 means poor and 10 means excellent.
THREE-QUARTERS OF AVID SPORTS FANS RATE ESPN 9 OF 10, far surpassing its competitors.
% 9-10 RATING AMONG AVID SPORTS FANS FAMILIAR WITH EACH BRAND (Q3 ‘10)
72%43%
41% 33%
32%
30% 29%
25%
23%
In the CPG world your product offering changes more slowly
Where with entertainment companies like ESPN, the # of brands grows fast
And the number of sub-brands explodes
At Coca-Cola distribution channels stay pretty constant
MOBILEMOBILE
While at ESPN the number of distribution channels is exploding …Sports fans have more options than ever to STAY INFORMED AND
CONNECTED—and the rate of change is ACCELERATING.
10 YEARS AGO 2011
TV
ONLINEONLINE MOBILEMOBILE
RADIORADIO PRINT RADIORADIO
ONLINEONLINEFANTASY
STREAMING VIDEO
STREAMING AUDIO
VIDEO GAMES
DIGITAL MAGAZINES
TEXT ALERTS
MOBILE WEBSITESSOCIAL
NETWORKS
APPS
TV
As a result, it’s never been a better time to be a sports fan, but it’s also never been harder for us
FACEBOOK lets you show your true colors as a fan—red in summer, blue in winter!
EVEN MADDEN HAS A TICKER so you can keep track of what’s happening in real games.
I always have the TV on, but I’ll have my laptop open if i need to find something quickly.
IT’S SO MUCH EASIER AS A SPORTS FAN TODAY, IT’S ALL ABOUT INSTANT GRATIFICATION.
I wasn’t into soccer until my roommate got me playing FIFA on our Xbox—I WATCHED MORE WORLD CUP BECAUSE I ACTUALLY KNEW SOME PLAYERS!
MY PHONE IS THE BEST WAY TO BE A SPORTS FAN BECAUSE I ALWAYS HAVE IT.
So how do you succeed in a world of proliferating brands and platforms?
MOBILEMOBILE
RADIORADIO
ONLINEONLINEFANTASY
STREAMING VIDEO
STREAMING AUDIO
VIDEO GAMES
DIGITAL MAGAZINES
TEXT ALERTS
MOBILE WEBSITESSOCIAL
NETWORKS
APPS
TV
But a brand isn’t just a logo…
BRAND IS THE ULTIMATE NAVIGATOR
It’s about a consistent BRAND PROMISE:
SPORTS with AUTHORITY and PERSONALITY
What we do How we do it What sets us apart
ESPN sometimes is less of a “face painted fan” and more of a “slick money man”
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SPORTS FANSPORTS AGENT
But we work hard to be more of a SPORTS FAN than a SPORTS AGENT
Success and size will push us to the left
So we need to constantly push to the
right
TV Content goes Social
Sports is Social
ESPN is the biggest sports fan
ESPN talks with fans, not at them
ESPN takes sports seriously, but we don’t take ourselves too seriously
ESPN entertains and informs, surprises and delights our fans
Treat promo as content – reward fans for every interaction
Several Tactics to be more Social and combat the “Sports Agent” perception
MNF STOREFRONT
DISPLAYS
NBA RV TOUR
WINTER XGAMES HELMET CAM
1. Let fans touch the brand:
2. Poke fun at ourselves:
PHELPS AD
3. Launch a brand campaign:
“The goal of the campaign is to demonstrate our love of sports, and how ESPN employees view ourselves as the world’s biggest sports fans.”
“ROLL TIDE”“ROLL TIDE” “FANWICH”
ESPN’s Brand campaign celebrates exceptional truths in sport
• 351,707 new “Likes” on ESPN page
• 194 fanwiches submitted
• 41,447 votes in 4 weeks
• Fans from 39 different states submitted sandwiches
• Highlighted via sports celebrity endorsements, foodie blogs, local news affiliates and radio shows, online articles
ESPN Facebook Page
Relate Remind fans we love sports just as much as they do
EmpowerProvide fans a forum to express their opinions and allegiances
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RewardRecognize fans for their contribution to the community
Facebook is the quintessential social network, connecting people with their family, friends, and interests. As a brand, we need to fit in and add distinct value to the community.
@ESPN Twitter Feed
Real-time MarketingDrive engagement with live content
Highlighting TalentAmplify talent analysis and perspectives
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• Twitter is an “information network.” Though interaction is important, people also use it for real-time information and access to personalities and perspectives.
• Our goal is to become the primary “curator” of sports tweets on Twitter. In doing so, we seek to capitalize on our live programming and talent to engage fans.
ESPN YouTube Channel
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• YouTube is the hub of social video on the Web. Short-form, easily consumable content, often submitted by users, is what generates views.
• Our content strategy is tailored to how fans use the platform.
Social HighlightsProviding only the most relevant, extraordinary moments in a highlight
Original Content
Creating unique ESPN content that emphasizes our brand personality
SPEAKING OF, SOCIAL ALSO PROVIDES US A DEEP AND POWERFUL TOOLKIT TO BE “THE FAN”
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6
Setting guidelines and sharing learnings
THANK YOU!
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Questions and Discussion