Case study giants

The Giants Drive Fan Engagement with Year-round Social Strategies

+Client: New York GiantsType: Entertainment Sector: Sports

We now have true two-way communication that allows fans to touch the Giants brand in ways they were never able to do before. People are seeking out ways to get more involved with us and we are trying to give them that which is a great thing.

- Mike Stevens, Senior Vice President & CMO, NY Giants

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OBJECTIVEGrow engagement with Giants’ fans on and off the football field through social media innovation.

STRATEGYBuild customized social media programs throughout the year using social curation and re-display of Twitter content in multiple channels – on-site and in-venue.

RESULTInnovative social programs drove an increase in fan participation, online sales, and fan engagement. Twitter followers grew over 122% in a month and a half.

Twitter: @massrelevance Email: [email protected] Web: www.massrelevance.com Page 01


Client: New York GiantsType: Entertainment Sector: Sports

+ The Giants Drive Fan Engagement with Year-round Social Strategies

BACKGROUND The New York Giants have been playing football for 87 years and have quickly become a model for how a once traditional organization can embrace change and win big with social media. For Big Blue, tradition worked – for a while.

However, as social media became a force in how people connect to each other and to their favorite brands, the Giants began to leverage this new channel to drive engagement with their fans. They understood that social media would allow them to intimately connect their fans with the team’s players and their brand in a way that traditional media outlets would not be able to do on their own.

The Giants subscribed to the Mass Relevance platform in order to innovate and build social media programs throughout the year using social curation and re-display of Twitter content. The subscription model gave the flexibility they needed to drive innovation and quickly implement social integrations into their marketing and media channels.

STRATEGYBring Twitter feeds to the broadcast and into the stadium. Beginning in the preseason, the Giants became the first team in professional sports to integrate live Tweets in game broadcasts both on TV and in stadium.

They tapped into the Twitter conver-sation by promoting #GiantsGame on-screen during games and show-casing relevant Tweets in the lower-third banner on-screen. They also displayed live fan Tweets throughout home games on video boards, pylons and ribbon boards. The on-air call-to-action, persistent hashtag, and pay-off display of relevant Tweets is the perfect recipe for stimulating a robust conversation with viewers watching the game.

They continued this during Breast Cancer Awareness Week where they encouraged fans to submit Tweets using #NYGBCA. These Tweets ap-peared on all stadium distribution channels. Fans liked that they were able to share how much the people they loved also loved the Giants.


Client: New York GiantsType: Entertainment Sector: Sports

+ The Giants Drive Fan Engagement with Year-round Social Strategies

Continue the fan activity and conversations off the field.Facilitating conversations about the team during the game is paramount, but the Giants also looked for ways to engage with fans when the players weren’t on the field.

One of their more clever solutions was through a weekly Twitter poll on Giants.com after each game. The poll asked fans to vote for the “Extra Effort” player of the game by Tweeting with a specific hashtag designated for a specific player. When a fan votes in a Twitter poll their vote goes out as a Tweet, amplifying the brand and message. The winning player’s jersey was discounted online, leading to an increase in revenue from impulse buys. The Giants also held a Social Media Day before the Super Bowl where a few players hosted Google+ hangouts with some lucky fans and streamed Twitter Q&A sessions via the Mass Relevance platform on their website.

Social integration with sponsorshipIn partnership with Party City, the Giants allowed fans to vote via Facebook and Twitter on which Halloween costumes rookies would wear during the Giants Hospital visit. This was a fun way to encourage participation, interaction and con-tinue developing fan engagement throughout the season – off the field.

RESULTSThe Mass Relevance subscription allowed for many innovative programs to be powered throughout the season.

The Giant’s Twitter followers grew by 122.87% in the 2011 preseason. (July 28 – Sept. 12)

Now, with more than 306,000 Twitter followers, the Giants went from ranking 20th to ranking 3rd for most Twitter followers in the NFL.

The “Extra Effort Player of the Game” drove an increase in online sales for the winning player’s jersey

7,000 votes driven through the Halloween Costume Contest Campaign drove amplification and awareness for the brand.

Case study giants

Technology

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