the art of partnership storytelling (alycia de avila, sap)
DESCRIPTION
In this Workshops Unplugged session, Alycia will describe how SAP utilizes technology to lead the way for their partnerships. Integral to this is how to leverage the partnership to tell a compelling story that consumers will want to hear about, allowing SAP to educate consumers about how their organization is part of their daily lives. Alycia will demonstrate how SAP has used customized technology to craft these stories in their various partnerships such as the NBA, WTA, and McLaren Mercedes Formula 1. Finally, using a case study from the Super Bowl in New York City, Alycia will share insights into how SAP creates engaging experiences for consumers that are both memorable and shareable.TRANSCRIPT
The Art of Partnership Storytelling
Alycia De Avila, Director of SAP Global SponsorshipsJuly 2014
Changing the Customer’s Perception
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 3Internal
Technology Showcase Media Snapshot: Q1
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 4Internal
Technology Showcase Media Snapshot: Q1
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 5Internal
Strategy: Allow the NBA to deliver advanced stats to fans around the world.
Key Highlights
• Total unique visitors since launch : 13,908,131
• Total Clicks on SAP branded banners: 366,305
• NBA fans now spend double the amount of time on nba.com/stats
Outcome : By solving the NBA’s business need of delivering its statistical history to fans, SAP demonstrates how life & business run better with SAP
Solution: Create year-long platform to reach new audiences through www.NBA.com/stats since the launch on Feb. 15, 2013:
NBA Use CaseNBA.com/stats
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 6Internal
Strategy: Leverage existing WTA tour stops to showcase how SAP is helping the WTA better engage with their key audiences: Players/Coaches, Media, and
Fans..
Key Highlights Brisbane International: QI Media value of partnership with tournament: $4.1M
internationally (Repucom) Sony Open: 800+ customers, partners and influencers from 100+ companies confirmed for
the entire tournament Sony Open: $185.7M+ in North America License, Cloud and Services pipeline attended All: Integrated comms plans included blogs and social media support by NA teams
Outcome : SAP created the official Tournament app at the Sony Open with over 72k downloads across iOS and Android, more than doubling 2013 numbers.
Solution: Activation at Brisbane International, Australian Open, Dubai Duty Free Championships & Sony Open showcased SAP technology solutions to
cement SAP as a key innovator in Tennis.
Tennis Use CaseWomen’s Tennis
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 7Internal
McLaren Use CaseTHE PERFECT LAP
Strategy: Capture how McLaren utilizes SAP to collect, process and analyze data in real time
Key Highlights
• Placement on 24 F1 TV broadcast networks
• TV broadcast coverage in 139 territories
• Global TV audience of 30M+ for The Perfect Lap
• Online version has received more than 170k views Outcome : The global reach of F1 provides SAP a platform to increase awareness and purchase consideration of SAP HANA & SAP HEC.
Solution: Distribute the 2014 Perfect Lap video in the lead-up to the Australian Grand Prix
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 8Internal
Strategy: Help the NFL gain market share in the Fantasy Football industry.
Key Highlights 1.8M – Total Sit/Starts – Total unique on the use of the PCT for decisions on which player to
sit versus which player to start. 788K – Total Add/Drops– Total unique on the use of the PCT for decisions on which player
to add to a team versus which player you should eliminate (drop) from your team. 1.1M – Total Trades - – Total unique on the use of the PCT for decisions on evaluating a
trade to determine whether or not a trade should be executed.
Solution: Create year-long platform for SAP to reach new audiences through NFL.com Fantasy Football Player Comparison Tool.
NFL Use CaseNFL.com Player Comparison Tool
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 9Internal
NFL Use CaseSUPER BOWL XLVIII
Strategy: Leverage New York and the Super Bowl to showcase how SAP helps NFL.com Engage With Fans .
Key Highlights
• Overall more than 1 billion impressions were generated through media, Super
Bowl Blvd, and game day activity
• Stats Zone attendance 200,000
• Online Engagement increase of 521%+
Outcome : A consumer grade SAP Cloud / HANA experience in an unexpected way delivering new audiences and purchase considerations
Solution: Create a consumer grade experience on Super Bowl Blvd and MetLife Stadium that would create a story telling platform
10© 2014 SAP AG or an SAP affiliate company. All rights reserved.
Pillars to Create Storytelling Platform
Find customers’ passion points and exploit
Use technology showcases to change perception
Use a modern platform to deploy campaigns
