Capturing Fan Engagement - Soccerex 2013

FAN ENGAGEMENTCAPTURING

ENGAGING FANS & EXTENDING BRAND EXPOSURE

@huggity

88%

92% sponsorship programmes

are activated through

digital media.

A survey by IMR

marketers use social media as

an sponsorship activation tool.

We developed a new Digital Sponsorship Inventory which engages fans,

extends brand exposure beyond the event,

and delivers measurable results.

FanPic ApplicationExplained

I’m Here!

I’m Here!

360FanPic

Find me at Old Trafford!

360FanPic

Find me at Old Trafford!

1 tag = 100’s of impressions 130 is the average number of facebook friends

An impression is a story shown to a user.

An impression may appear in a users newsfeed,

timeline, ticker and application aggregations.

360FanPic

CASE STUDY

Primary ObjectivesBuild facebook and twitter communityEngage with global audienceBrand exposure

Secondary ObjectivesExtensive Fan ProfilingEnhance the Fan Experience

Features UsedVirtual StadiumCustomised User Journey

FANS / 75,500 VENUE / Old Trafford

PERIOD / 10 days CLIENT / Chevrolet

TAGS

1,740,000

127,560

Branded FanPic Visits

3:06

Average Time Spent

Facebook Stories & Photos Generated

9,250 12,3%TAGS+VIRTUAL TAGS

28,000

Twitter Stories

increase in number of Facebook followers

for future marketing campaigns

Full fan base profiling

Captured Data30% Social

Profiling

12 months1,600,000 fans captured

4,800,000 FanPic page visits

19,250,000 branded posts

212,800 fan tagged

• Champions League qualifiers

• Premiership Rugby Final

• Euro 2012 Qualifiers

• Euro 2012 Fanzones

• 6 Nations

• English Premier League

• Belgium Premier League

• Norwegian Premier League

• Liga Total Cup Final

• Breeders Cup

• MLB World Series

• NBA

What Else?What are other ways to build fan involvement and loyalty.

New England Patriots

Pre-Game Social

World biggest virtual tailgate

During the football season, Patriots use their Facebook page to host a "virtual tailgate" two hours prior to game time, giving Patriots fans a chance to interact and talk about the team, tweet in questions, and post their tailgate party pictures.

Tailgate sponsored by JetBlue, recently by Dunkin’ Donuts

It is hosted by “Patriots Football Weekly” editors Paul Perillo and Andy Hart.

GamificationGamification is not equal to games. It is the application of gaming concepts to non-game experiences in order to drive desired behaviour from an audience.

If you want to get fans to do something that they might not to otherwise, make it a social game...

Adoption Engagement

Loyalty Sharing

Sales

Can be used to drive

Los Angeles KingsThe NHL's L.A. Kings became first pro sports team to add full game elements to their website and social networks.

Fans were rewarded for their loyalty and interaction with Kings brand online. They could:

• earn online badges and trophies

• work their way up a digital fan leaderboard.

• unlock exclusive rewards such as signed merchandise, personalized messages from the players, behind-the-scenes videos, private arena tours and more.

MLB Gameday appAdding player badges to the Gameday application: an animated version of a live baseball game with live stats and game highlights.

During live games, fans logged in to the Gameday app and earned badges for events that happened in the game.

Fans displayed them in a special trophy room.

Over 5 million badges were awarded.

Fans became so passionate about the badges that MLB received complaints if a fan didn’t earn a badge they were expecting.

Liverpool FC

During season 2012-2013 Liverpool FC launched LFC FanPic SuperFan game allowing fans to compete for SuperFan title and win experiential dream prize.

28,500 6,640 126,000Game

ParticipantsNumber of fans who tagged

themselves on at least 3 gamesBadges

Collected

Have an objectiveStart with real business goals

How to achieve success

Engineer the path to your goalsIdentify the behaviours you want to elicit and then choose tactics.

Rewards, RewardsIncentives must mean something

Take a holistic view and make it fun!Look at the big picture, try to tie it with rest of your content.

Value of digital activation

DigitalActivation

Fans Want

CamaraderieRecognition

Access

SponsorsWant

AttentionConsideration

Action

Teach Partners how to activate digitally.

We win by getting both fans and sponsors what they want.

Content and display needs to stay relevant for biggest impact

• no co-branding• irrelevant• no-call to action (in-context)

Creating digital & fan engaging activation

Did you set-up your goals?Building Loyalty, Fan Experience Enhancement, Monetisation (new inventory, sales)

Is it relevant and fun?

Campaign goals and message need to match your fans expectation

Is your messaging consistant

Web, Offline, Social

Are you leveraging social?

Design fun ways for fans to share content based on emotions.

Try to create cross channel campaigns.

How are your rewarding fans?Tangible and Virtual Incentives

See Examples on

www.huggity.com

social media tagging application

info@huggity.com +353 1 4100 600 @huggity facebook.com/huggity

@huggity @sikorskimike