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Real Madrid presentation from Camerjam's M-Football conference, 21 Jan 2010, London
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Real Madrid · Mobile Marketing
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1.- Some figures of Real Madrid CF
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Some figures
Real Madrid: Historic Club based in the Triumph
- First positioned Club with more national
Championship (31)
- The Club with more European Cups (9)
2002 – Named by FIFA as:
“The best football Club of the 20th century”
National Championships European Cups
DALLAS COWBOYS
CHICAGO BULLS
AC MILAN
LA LAKERS
BOSTON CELTICS
MANCHESTER UTD
FC BARCELONA
BAYERN MUNICH
NY YANKEES
JUVENTUS
RM
5
6
13
14
15
15
17
19
26
27
29
DALLAS COWBOYS
CHICAGO BULLS
AC MILAN
LA LAKERS
BOSTON CELTICS
MANCHESTER UTD
FC BARCELONA
BAYERN MUNICH
NY YANKEES
JUVENTUS
5
6
13
14
15
17
21
19
26
27
31
FC BARCELONA.
MANCHESTER UTD
INTER MILAN
JUVENTUS
BENFICA
AJAX
BAYERN MUNICH
LIVERPOOL
AC MILAN
1
2
2
2
2
4
4
5
6
9
INTER MILAN
JUVENTUS
BENFICA
AJAX
BAYERN MUNICH
LIVERPOOL
AC MILAN
RM
3
3
2
2
2
4
4
5
7
9RM RM
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Some figures
Real Madrid is a worldwide brand
South Africa
Top-1: 35%
10,42 mill.
Fuente: Población representativa por país entre 16-69 años. International Study 2005/06
TOP-1-BOX: Real Madrid as
“Very Interesting“ (Scale 5 points)
Spain
Top-1: 36%
10,52 mill.
EEUU
Top-1: 3%
5,8 mill.
UK
Top-1: 14%
5,74 mill.
Italy
Top-1: 19%
7,9 mill.
Germany
Top-1: 19%
10,16 mill.France
Top-1: 17%
6,9 mill.
China
Top-1: 37%
136,7 mill.
Japan
Top-1: 12%
8,6 mill.
Corea del Sur
Top-1: 19%
5,5 mill.
India
Top-1: 4%
20,74 mill.
México
Top-1: 39%
19,9 mill.
Brazil
Top-1: 36%
45,74 mill.
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Some figures
Real Madrid has some of the most important business
characteristics to take advantage of the new media channels
nowadays:
• Prestigious Brand (1.063 M de euros, primera posición en fútbol, 28 en
global. Fuente: Bbdo Consulting).
• Worldwide focus
• Emotional vinculation between the Club and its fans.
• Continuous generation of exclusive content
• Financial resourses and important media exposure
Created in 2007
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2.- Main objectives
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Main objectives
Mobile Marketing Department was created in Nov 2007, under the structure of the
Deputy and Sales General Management, with the next objectives:
• Extra revenues through the mobile content sales.
• Creation of a direct communication tool between the Club and the fans, and
among the fans theirself: MOBILE COMMUNITY OF RM.
• To use the mobile channel in the usual communication actions of the Club
• New media channel for the sponsors
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3.- Content creation Strategy
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Content creation strategy
“Extra revenues through the mobile content sales.”
To reach this objective, the main step is to create the contentCreación de
flujo interno de gestión de contenidos
• Official Photos (Communication dpt)
• Audiovosual content: Real Madrid TV
• News Rss: Realmadrid.com
• Licensing business: official java games…
• Official music and chants of the Club.
•Contests
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3.- Content Distribution Strategy
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Spain
The mobile content distribution strategy is different in Spain than
outside this territory.
ESPAÑA Direct management
INTERNACIONAL business development through licensee
ON
OFF
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International
INTERNATIONAL BUSINESS LICENSEE MODEL
Dificultness of managing directly the mobile content
distribution in all the countries worldwide.
• RM looks for partners to be in charge of the mobile
marketing strategy in it’s territory.
• This partner acquires the exclusivity for that territory.
• This partner pays RM a licensee fee+Rev share
•The exclusivity and the fee are important to assure a
minimum level of promotion by the partner.
Quick growth, with low risk, assuring a
minimum level of incomes.
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International
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Internacional. Some examples
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4.- Mobile community of RM
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Step 1: Product and Content creation.
Step 2: Conten sales through the partners network worlwide
Step 3: Creation of the mobile community of RM
• Content and services mobile product that allow the users interact
in real time with the club.
• Take advantage of the existing partners network to sell this
product worlwide.
• Creation of a permission mkt data base for crosselling: tickets
sales, merchand sales, fidelity program….
MYMADRID
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My Madrid is the first mobile community
that a football club launches to the market.
It is a multilanguage and multiformat App
(java, iPhone and soon Android/360) for the
fans worldwide.
My Madrid allow users to access to:
Clasification, Schedule, exclusive contests,
Results, videos, News, Chat, 3d Goals,
Messenger, ticket sales…and soon fidelity
program and sales of jerseys.
My Madrid
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My Madrid · Services
News, minute by minute games, 3d Goals in Real Time, videos, chat, ticket sales…
SERVICIOS
NOTICIAS
J11
Casillas: “Estamos muy unidos”
15/11/2008 20H
Casillas: “Estamos muy unidos”
TITULARES MESSENGER
Cannavaro y Ramos con el gr...
“Volveré a meter goles”
“Hay unidad en la plantilla”
¡Todos con Ruud!
Manda tus mensajes de
apoyo a Ruud Van Nistelrooy(más…)
¡Todos con Ru… MESSENGER
¡Todos con Ruud!Manda tus mensajes de apoyo a
Ruud Van Nistelrooy
Ruud van Nistelrooy sufre una grave
lesión y permanecerá
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5.- Other services
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Other services
-Contracts with the main media group in Spain (Unedisa,
Prisa, La Sexta…) to develop continuos contest in TV,
internet, magazines…offering the fans the possibility to win
exclusive prizes (white days, tickets,…)
-Mobilising traditional serices: sales of merchand, fidelity
program…
-Usage of mobile in the traditional communication messages
with the fans: Videogreeting 3G in Christmas or after winning
the League Trophy.
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7.- Conclussions
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Conclussions
1. Football Clubs have competitive advantages to develop
mobile marketing strategies in a profitable and scalable
way.
2. Real Madrid has bet on the mobile media, as a new
channel to sell content, generate business, data base
creation and crosselling
3. Worldwide focus of all the activities
4. X10 the incomes generated in the last 3 seasons.
5. “To be where the user is, using the channels that the
user uses”
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Special AFC mobile
1. AFC mobile is our official mobile content
distributor in UK for the last 6 months
2. In addition, AFC mobile has generated lots of
mobile concepts (animations, wallpapers) that
are now currently on sales in lots of countries
(Spain, UK, soon Japan…)
3. Also AFC mobile manages the english section
of rm.com, allowing the visitors to the web to
buy mobile content.
4. Soon, new ways of collaboration…