Sponsors, mass participation events &new media

Thomas Veje Olsen 09 2013

De næste par timer…

BaggrundKernefortællinger og cases – skab din egen platformLearningsEksterne platformeKMD IRONMAN Copenhagen 2013 casenFælles opgave

Background

2010 2011 2012 2013 2014

1700

1100

220012501800

215013003500

260014005800

270018009000

KBHAarhus4:18:4

Knæk koden…Hvordan knækker man kommunikations- og markedsføringskoden?

Hvad kan dit event? Hvad er kernefortællingen? Hvem er dine kunder? Hvilken forskel gør dit event? Hvordan set din marked ud? Hvem er dine konkurrenter?

Alle kan være med – fra verdensbegivenheder til indsamling til ungdomsafdelingen

En række cases som har forstået at bruge deres kernefortælling aktivt...

www.toughmudder.com

Egne platforme…

markedsføring – platform integration! Kommunikation på egne platforme I Den billige og bedste vej til sejr!

Målsætning: Fortæl din kernefortælling! Besøgende, der deler og besøger din platform for at fa ̊ information om dit event Du styrer informationenFå teknologien til at spille sammen!

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Egne platforme…Web site

Dynamisk indholdFa ̊ dit event til at vare mere end en dagDu er gatekeeper på informationenDeltagerne kigger din vej for at læse og lade sig informere

Facebook/social mediaDaglig interaktion med dine brugere INTERAKTION Let og uformel omgangs toneStor viral spredningGodt for både positivt og negativtChallenge Copenhagen 2010 casen Lillebælt halvmaraton 2012 tilmelding casen

YoutubeNem og billig visning af din event Spredning på andre platforme

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Kommunikation på eksterneplatformePR - ”Hvis bare vi var fodbold...”

Danske medier er enormt ensidigeSvært at gennembryde mediemurenDe klassiske medier er pressedeDe skal fortælle den historie læserne vil høre

Resultater er ikke en nyhed! Pressemeddelelsen er død

MediepartnerskabetDen nemme vej til omtale og annoncering

Brug din kernefortællingTilbyd noget uniktMedierne skal sælge en varer – de skal have produkter på hylderne

Klassisk PRHyr en PR agent

kræver 100 % fokus at bryde igennem murenVær kreativFortæl din kernefotælling!

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KMD IRONMAN Copenhagen case

Thomas Veje Olsen 09 2013

Online, social & mobile strategyBrand engagement

Invite participants and spectators to engage and activate IRONMAN brandInvite to open communication involving IRONMAN brand among key stakeholdersExploit IRONMAN’s high level brand recognition among key stakeholders further

Viral communication at low costUse existing platforms and technologies to virally spread event content (Live timing, Facebook, Twitter, Instagram etc.)Limit costs by having users produce relevant content and thereby avoid inventing the wheel twiceMake events last all year instead of only event days

Mass communication on own platforms using innovative solutionsExploit possibilities of mass communication with comprehensive live timing system on multiple platformsViral live timing with Facebook integrationBring relevant information and timing to the pockets of the athletes and spectators using mobile app

TargetsBrand and activate sponsorsBrand IRONMAN as an innovative and open brandMove IRONMAN to the next level among global sport brands

Brand & user engagement

Mass communication

Dynamic content, wide mass of users

Brings race relevant info + timing to the race site and peoples’ pockets

Various key stakeholder generated contentwith IRONMAN brand

Push of results to mass audience via participants own social media platforms

High level of key stakeholder engagement with brand

Num

berof users

Low

High

Best support

#kmdironmancopenhagen

Facebook

Mobile app

Live timing

IRONMAN.com

kmdironmancopenhagen.com

Push of race relevant information. Strongest global platform

Hub for information and platforms. Guides users to relevant technologies

Live timingFeatures

The live timing is equavalent to a TV production for KMD IRONMAN CopenhagenHigh level of usersHigh quality setupExtensive use of timing mats

Results5.395.000 Results hits WEB 216.000, Desktop WEB results visitors162.000 Mobile WEB results visitors43.500 used the map tracker14 results hits per page load (IRONMAN.com live timing is not part of these numbers)

Kmdironmancopenhagen.comFeatures

kmdironmancopenhagen.com serves as hub for all activities Facebook integration . All updates posted on frontpage#kmdironmancopenhagen social activities feeds to web siteLinks to: live timing, mobile app download, spectator information, event information, trafficinformation etc.

Results95.111 unique visitors August 14 – 19211.948 unique page views August 14 - 19

IRONMAN.comLive ticker

The live ticker and spotter were briefed to cover the the full race of pros and AG’s, so the full story of KMD IRONMAN Copenhagen were told.

All spotters had done the Copenhagen race before and knew the courses, the excitement etc.There was one spotter each on: Pro men, pro women, AG men and AG women to tell the full story about the race.There was picture updates from the course in almost every update, and with the use of smart phones, we had updates every 3-5 minutes throughout the first 10-11 hours of the race.The spotters also covered the atmosphere, the spectators, supporters etc. to cover the full story of the race.

ResultsAthlete Tracker:

86.000* visits 207.000* page views

Liveticker:44.000 visits100.000 page views

Mobile appPre event

Event maps using geo tracking: Find your way around the race venuesNews feed from Facebook, web site, media partner etc. Short lists for reg., bike check-in, race morning etc. Video integration

During eventLive timingAthlete tracking based on timing splits (no use of GPS)Favorite athletesHot spot locations and how to get there

Results19.500 total downloads: 6.225.000 app results hits/API requests320 estimated requests (hits) per smart phoneAvg. 2000 users at a time pr minutRanked 2nd on Danish app store on number of downloads

FacebookResults

+ 8800 likes in 2 monthsOngoing dialogue with participantsPersonal results and splits posted on the participants wall on race day with Facebook Connect

900 partcipants used the service11.000 splits where posted5.000 shares of posts329.000 impressions6.500 likes1.000 comments1.100 clicks on a link

Example of Facebook wall with live timing integration

FacebookThe result of a strong Facebook platform, one picture created:

27.844 likes1.094 shares971 comments412.000 impressions

#kmdironmancopenhagenConcept

Create a platform to and reason for target group to engage in brand and eventMake athletes, spectators etc. use #kmdironmancopenhagen to tell their story before, during and aftereventMake target group create content about event

Relevant for othersCostless for eventGenerate visitors to event platforms; web, facebook etc.

#kmdironmancopenhagen posts are feeded into www.kmdironmancopenhagen.com/social

ResultsCountless Twitter posts using #kmdironmancopenhagen1341 Instagram pictures using #kmdironmancopenhagenHigh level brand engagement from main stakeholders – they tell their stories using event and brand nameViral reach due to use of etablished social platforms

#kmdironmancopenhagen

kmdironmancopenhagen.com/social

IRONMAN Hawaii best supportConcept

Best support team helps athlete win one slot for IRONMAN Hawaii The most fun / creative / involving activity would win the slotActivate spectators and host city in eventDocumentation via social media using #kmdironmancopenhagen and #konaslot2013cph

Results177 participating pictures using #konaslot2013cphSpectators preparing for the event with banners, dress up, pictures etc.Creating life and extraordinary experiences on event dayHigh level of brand engagement among key stakeholders

Brand & user engagement

Mass communication

Dynamic content, wide mass of users

Brings race relevant info + timing to the race site and peoples’ pockets

Various key stakeholder generated contentwith IRONMAN brand

Push of results to mass audience via participants own social media platforms

High level of key stakeholder engagement with brand

Num

berof users

Low

High

Best support

#kmdironmancopenhagen

Facebook

Mobile app

Live timing

IRONMAN.com

kmdironmancopenhagen.com

Push of race relevant information. Strongest global platform

Hub for information and platforms. Guides users to relevant technologies

Project costsFacebook

Maintenance: 3 hours per weekLive timing integration: € 800 per event

Mobile appDevelopment: € 40.000Yearly maintenance: € 7.000

Live timing Online platform part of IRONMAN standard high quality timing system: € 0

#kmdironmancopenhagenwww.kmdironmancopenhagen.com/social development: € 500Campaign (public funded): 50 hours

ResultsNumbers

11.620.000 page views on live timing (5.395.000) and mobile app (6.225.000)+700.000 impressions on Facebook (live timing and Crown prince finisher pic)508.000 unique users of live timing (live timing website, ultimate mobile live timing web site and IRONMAN.com)211.948 unique page views on kmdironmancopenhagen.com (August 14 – 19)95.111 unique visitors on kmdironmancopenhagen.com (August 14 – 19)19.500 mobile app downloads1341 Instagram pictures using #kmdironmancopenhagen177 participating pictures on best support goes to IRONMAN Hawaii

KMD IRONMAN Copenhagen 2014 sold out in six hoursMany factors were vital for this achievement, but the level of exposure played a significant role.

High level of engagement between event and key stakeholdersUse of #kmdironmancopenhagen changed communication from push to real dialogueContent production put in the hands of key stakeholders

ConclusionsTechnology integration

Integration of different technologies create synergies that enforce value and user experienceViral synergies between users and technologies expose the event to substantial larger audience.Use of existing social media and online platforms secures viral effect and keeps costs lowLive timing implemented on facebook creates enhanced awarenessSocial feed on event web site creates enhanced motivation for users to engage in brand

IRONMAN.com is underperforming as mass communication platformRelatively low volume of users compared to live timing siteLow conversation rate from visitors to page views

IRONMAN.com – 2.4 page views per visitorLive timing online – 14 page views per visitorApp – 320 page views per download

Significant commercial potential in further exploitationIntegration of sponsor messages and activationsMerchandise salesHost city valueGeneral brand valueEtc.

Opgave

GrundlagDefiner kerne fortælling

TeknologiUdtænk en teknologi, der kan bruges til at kommunikere dit event (mobile, tidtagning, gps etc.)

PlatformHvilken online/socialt medie kan kommunikere dit event og hvordan? (facebook, web, instagram, youtube, twitter etc.)

IntegrationHvordan kan platformene spille sammen?