Archive for the ‘Fan Engagement’ Category
By Stephanie Sones
March Madness is one of the rare events like the Super Bowl where fans actually tune into the live action – even during the workday. Last year, USA Today reported that 86 percent of people who plan to watch the games would devote time during their workday to check the scores, stats, or even watch a live feed. With the NCAA expanding the availability of their live feeds through multiple digital platforms this year, that number will likely grow.
With millions of American participating in office, friend and family pools, the popularity of the brackets draws a more broad and diverse demographic than other sporting events, giving marketers a chance to reach a wide audience at almost any point during the day for an entire month. And thanks to the Super Bowl, we already know where they’re interacting: Twitter and mobile. We take a look at ways to utilize these popular forums to get the most out of your marketing efforts:
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Tags: Basketball, March Madness, NCAA, Nike, oreo, Oscars, second screen, social marketing, Special K, Sports Marketing, Super Bowl, Twitter, Under Armour
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By IMRE Sports
So you’re using social media to boost your teams’ brand image, but are you really doing it right? If you want an example of two teams that get it, check out the Los Angeles Clippers and Brooklyn Nets. They’re two organizations maximizing their fan engagement through their social channels.
Here are a few ways to use your social channels to obtain audience engagement for your team or brand:
Create a voice – Give your team personality by creating a voice that is unique to your organization. Spice it up a little with something containing interesting, exclusive information or pictures that can’t be found anywhere else. A touch of personality doesn’t hurt. The Clippers do an amazing job at being personable through Pinterest, where they post quirky photos of pranks teammates pull on each other while on the road. After the voice or personality of the team is solidified, you’ll find it much easier to follow through with the remaining steps.
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Tags: Basketball, Brooklyn Nets, Facebook, Instagram, Los Angeles Clippers, NBA, Pinterest, social marketing, Vine
Posted in Brand ROI, Fan Engagement, Sports Marketing | No Comments »
By Andrea Cohen
Major brands and sports publications seem to be perplexed by female sports fans. Not all, but a troubling amount that has led to backlash from fans.
In the past year we’ve seen leagues like the NFL and MLB make strides in identifying and connecting with their female fan bases. It was a slow and steady maturation, but has brought the need to engage the female sports audience – you know, the one that accounts for 34 percent of sports viewership – to the forefront.
Now that football season is over, more attention moves to sports like basketball and hockey. Despite this year’s NHL lockout, the league’s steady growth in fan attention has put its ability to connect with female fans under the microscope – a demographic that makes up 40.8 percent of fans at NHL games.
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Tags: Female Sports Fans, Hockey, New York Rangers, NHL, Sports Marketing, Washington Capitals
Posted in Fan Engagement, Sports Marketing | 1 Comment »
By Andrea Cohen
The Super Bowl was first introduced to social marketing several years ago. There was instant chemistry. Many brands benefited from this harmonious relationship. Successful marketing campaigns were created. Everyone went home happy.
It should then be no surprise going into Super Bowl XLVII that social marketing is an integral part of marketing strategies. Taking a page out of last year’s playbook, brands have recognized the need to engage with viewers remotely in order to sustain continual engagement throughout all parts of the big game.
After surveying numerous brands’ strategies, we have identified four strategic ways that brands are targeting their remote audience during the Super Bowl: gamification, user generated content, sweepstakes and voting. In order to maximize engagement opportunities, many brands are utilizing multiple activations in order to best connect with their target audience. However, there’s additional opportunity as brands really begin to understand and tailor their social strategies to their audience. We provide our recommendations at the end of this post.
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Tags: 49ers, Beyonce, Coca-Cola, Coke, gamification, mobile, Pepsi, Ravens, social marketing, Super Bowl, Target
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By Stefen Lovelace
This week the X Games return, as the top winter and extreme sports athletes will both compete and wow a legion of dedicated fans. The X Games have grown from a niche event to a global showcase of big air, big tricks and big-name athletes.
The typical X Games fan is savvy using their phones and the web to follow the action. ESPN is ensuring they’re capitalizing on the rich opportunity to reach that fan through several new second screen and digital marketing initiatives. IMRESportsIQ spoke with Adam Deutsch, the X Games senior director of digital product development about what we can expect digitally from the Games this year.
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Tags: Aspen, digital marketing, ESPN, Facebook, Gamecast, mobile, Shaun White, snow sports, Twitter, X Games
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By Stephanie Sones
The surge of unrecognizable bowl names has drawn criticism from college football fans yearning for the simple days of the Cotton Bowl, Sugar Bowl and Rose Bowl. Any recognition through football sponsorships is something, but there are varying degrees in how much money sponsor’s pay for these sponsorships, and how they use these sponsorships to garner true brand recognition.
So far this bowl season, the veteran title sponsors have emerged on top with their engaging and inspiring promotions. We take a look at a few winners here:
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Tags: BCS, bowl games, Chic-Fil-A, Outback, social marketing, Sports Marketing, Tostitos
Posted in Fan Engagement, Sports Marketing | No Comments »
By Andrea Cohen
If you happen to see a sullen looking individual blankly staring at patch of ice on the sidewalk, be kind. There is a very good chance they are mourning the loss of this year’s hockey season. Because, let’s face it, the future of this season looks grim, and hockey fans are depressed.
So depressed that many of them have clung to the idea of a season happening by creating support groups, just to fight the lonely days of winter. But, alas, the wager battle continues.
What also must continue is each team’s social presence. Just because the league with which a team is affiliated is caught up in a lockout, doesn’t mean the team can just call it quits and alienate their fans. Being in this position could actually present a huge opportunity for a team to elevate their presence within the social landscape. It could also pose a huge threat.
During the season, teams will tweet about scoring updates, player’s eligibility for games, ticket giveaways, player engagement opportunities, pre and post game coverage, as well as predictions about upcoming games and playoff contention.
So the question is, now what do these teams have to talk about?
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Tags: AHL, American Hockey League, Facebook, Hockey, Hurricane Sandy, Lockout, Los Angeles Kings, National Hockey League, New Jersey Devils, NHL, Pinterest, social marketing, Stanley Cup, Twitter
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By Stephanie Sones
It’s that time of year again. The leaves are turning, the smell of cider is in the air, and professional athletes are donning pink accessories. As the NFL begins its fourth “A Crucial Catch” campaign in partnership with the American Cancer Society (ACS) and in support of National Breast Cancer Awareness month, the annual promotion is in the spotlight more than ever.
Though recent reports call out the campaign for giving only 5 percent of proceeds to the cause, there’s no denying its national impact. For four weeks each year, one of the most-watched programs on television brings attention to the ACS and breast cancer, which affects one in eight women in America. On top of that, the NFL has donated over $3 million since 2009 to support research to find a cure. The Crucial Catch campaign targets women 40 and older, raising awareness to the importance of getting annual screenings to defend themselves against the deadly disease.
But for a sport that generates enviable coverage, there’s always more that can be done – especially when a large percentage of those viewers are women.
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Tags: A Crucial Catch, American Canacer Society, breast cancer, breast cancer awareness, NFL, pink
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By Matt Saler
The sport of professional golf is trending toward a younger demographic. What was once a sport of affluent, older white men is slowly transcending into a younger, more diverse fan base. This fan base is nearly 100 million strong and growing rapidly. One in 10 of these golf spectators are now between the ages of 18 to 24. Another 34 percent is between 25 and 44. Why the sudden youth movement?
First and foremost, the game is attracting younger players. Need proof? 22-year-old Rory McIlroy and his breakout performance at the 2011 US Open. Bubba Watson and his flair for the dramatic at the 2012 Masters, pink driver and all. The youth movement leader in Rickie Fowler and his association with young, hip brands that include Puma and Red Bull.
So why should brands get involved with golf now and how can brands make the most of their investment with the sport?
Here are three key strategies that golf sponsors should keep in mind:
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Tags: Brand Marketing, Bubba Watson, Callaway, Golf, PGA TOUR, PING, Red Bull, Rickie Fowler, US Open
Posted in Brand ROI, Fan Engagement | No Comments »
