Sports 2.0: Game On

SPORTS 2.0 Digital and social technology are dramatically reshaping the way consumers watch, play, share, and shop for all things sports-related.

Is your brand ready?

Introduction Reality Check The New Playbook Ready. Set. Infiltrate!

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Five years ago, the only way for a sports enthusiast to get her fix was the old fashioned way: watch it on TV (or in person), listen to it on the radio, read about it in a newspaper or magazine, discuss it with friends and neighbours, or participate in it yourself.

But that was before social networks like Facebook, YouTube, and Twitter became mainstream. That was before Wii Fit, RunKeeper, MiCoach, and NikePlus started competing for a share of our fitness focus. That was before the proliferation of smartphones, instant messaging services, 3G networks, and broadband turned a decades-old media distribution model inside out and upside down. That was before sporting event ticket prices began outpacing inflation and in-person attendance began a precipitous decline (in sync with the global economic crisis). That was before the first generation of digital natives came of age, TIVOing and multi-tasking their way through the world like a pack of Tasmanian Devils.

That was Sports 1.0.

Sports 2.0 is a whole new ballgame. Digital and social technology have dramatically and undeniably altered the way fans and athletes alike discover, experience, access, participate in, and share their love of the game. We saw this transformation play out on a global stage during the 2010 FIFA World Cup. Not only was the 2010 World Cup remarkable because it was (cumulatively) watched by 26 billion people, making it the most watched sporting event in human history—but also because it was watched across so many platforms and so many devices simultaneously. The cheers and boos of every

barroom and living room reverberated across continents and echoed throughout the social web, reminding every viewer how truly connected our world has become.

As the agency that coined the term brand infiltration™, Espresso is acutely interested in understanding how consumer expectations are changing in step with evolving technology—not to mention the demographic shifts, economic factors, and cultural phenomena that challenge our clients to rethink, revisit, and reinvent the way they engage with their customers both on and offline.

Sports 2.0 examines the challenges and the opportunities facing sports brands as they adapt to new consumer expectations, and highlights new plays, sharp moves, and a game plan that ensures success in a Sports 2.0 world.

Because if you’re going to play the game, you’d better know all the rules.

Game on!

Jacquelyn Cyr Chief Executive Officer Espresso

Introduction.

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Introduction

Reality Check The New Playbook Ready. Set. Infiltrate!

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The stadium is flattening. We're all part of a new genre in content creation and consumption called ‘fanned media.’ The fan voice is louder, infinitely more networked and viral, more inclusive, and unquestionably —and wonderfully—global."

—Pete Blackshaw, Executive VP of Nielsen Online Digital Strategic Services

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5 billion. The amount of individual pieces of content (links, news stories, blog posts, photo albums, etc.) shared on Facebook each week.

DATA: http://www.facebook.com/press/info.php?statistics

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The number of status updates posted on Facebook during the final 25 minutes of the 2010 gold medal Olympic men's ice hockey tournament between the U.S. and Canada.

3.5 Million.

DATA: http://techcrunch.com/2010/03/01/facebook-olympic-status-updates/

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20 Million. The number of people that become “fans” of Pages on Facebook each day.

DATA: http://www.facebook.com/press/info.php?statistics

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$71.84 The average additional amount Facebook fans spend on products for which they are fans compared to those who are not fans.

DATA: http://mashable.com/2010/06/12/facebook-fan-value/

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41 percent. The increased likelihood that a Facebook fan will recommend a fanned product to their friends as compared to non-fans.

DATA: http://mashable.com/2010/06/12/facebook-fan-value/

To be successful with today’s consumer, a strategy of mass production or mass marketing is no longer sufficient.”

—adidas Group

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50 MILLION. The average number of “tweets” per day on Twitter.

IMAGE: thesweetg / photocase.com DATA: http://blog.twitter.com/2010/02/measuring-tweets.html

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7 HOURS. The amount of time it took LeBron James to amass his first 150,000 Twitter followers.

IMAGE: elsone / photocase.com DATA: http://mashable.com/2010/07/06/lebron-james-twitter-2/

Whether it’s Tweetups or Facebook apps, social is definitely something our teams view as a ‘must have’ fan touch point.

—Michael DiLorenzo, Director of Social Media Marketing and Strategy, NHL

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32 percent. The proportion of Twitter users that make specific

product recommendations via Twitter at least once a week.

DATA: http://www.briansolis.com/2010/09/twitter-is-home-to-the-most-influential-consumers-online-are-on-twitter/

Many large sports franchises are still just dipping their toes in the social media ocean, and are missing an opportunity to capture fan enthusiasm as a result.”

—Mashable, June 2010

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1 in 4. The number of fans that follows statistics from other live games while watching a game, match, or race.

DATA: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=123022

When it comes to media selection, we focus on investing in those media channels that deliver high return on investment, therefore our focus on digital.”

—Antonio Lucio, Chief Marketing Officer, Visa

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29 minutes. The average length of time spent online by simultaneous

TV and web users during the 2009 Super Bowl.

IMAGE: madochab / photocase.com DATA: http://blog.nielsen.com/nielsenwire/online_mobile/14-multi-tasked-and-got-social-on-the-web-during-super-bowl/ feb, 12 2010

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Facebook. The second most popular online destination during the 2009 Super Bowl (after Google), visited by 34% of all simultaneous TV and web users.

IMAGE: luxuz::. / photocase.com DATA: http://blog.nielsen.com/nielsenwire/online_mobile/14-multi-tasked-and-got-social-on-the-web-during-super-bowl/ feb, 12 2010

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Meanwhile… —— COST OF A 30 SECOND AD —— NIELSEN RATING

DATA: http://tvbythenumbers.com/2009/01/18/historical-super-bowl-tv-ratings/11044

While 100 million saw [our] Super Bowl ads air once, online interactions with the ads now number more than 500 million.”

—Coca Cola

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26 billion. The cumulative viewing audience of the 2010 FIFA World Cup, making it by far, the world’s largest sports broadcast in history.

DATA: http://www.cbsnews.com/8301-31751_162-20007587-10391697.html

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One-third. Estimated portion of the viewing audience that

consumed their 2010 FIFA World Cup content

on a non-TV platform. IMAGE: secretgarden / photocase.com DATA: http://tvbythenumbers.com/2010/07/18/world-cup-ratings-out-of-home-viewing-adds-14-non-tv-platforms-add-32/57429

For all the talk about fragmentation, fans are forgoing the DVR, flipping on Facebook or Twitter on a side device and tuning in to sports, en masse. New technology is enabling phenomenal new and exciting levels of interaction between fans and sports (with marketers finding a place within the medium).”

—Dan Shanoff, Founder, Quickish

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Introduction Reality Check

The New Playbook Ready. Set. Infiltrate!

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Back in the day, marketing was pretty straightforward. Then the web came along. TiVo. DVR. Smart phones. Social networks. Everything became sped up and amplified. And consumers—including even the most avid sports fan among us—became increasingly tired of being marketed at.

We may love the sports, the athletes, and the brands they are associated with, but the last thing we want is more ads.

Today’s savvy consumer won’t be won over simply with great creative. But we sure will respond to a great experience. We continue to long for real value, real relevance, and real connection.

So surprise us. Inspire us!

And for heaven’s sake, stop trying to “think outside the box.” In fact, forget the box.

In a Sports 2.0 world, there is no box.

But there are some smart plays and some proven guidelines. On the following pages, we’ve shared our favorites among them.

May they help your team make all the right moves in the coming year.

The New Playbook.

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Picture this: a bouncy, inflatable megaslide in the shape of a Nike swoosh appears at the world’s coolest beaches. Beach go-ers can’t resist trying it. Photographing it. Posting it to Facebook. And Flickr. And Twitter. And YouTube. Telling their friends online and offline. Pretty soon bloggers start featuring it. Major media starts covering it. It becomes a print ad; a TV ad; a viral phenomenon. All the while, reinforcing the brand image Nike has worked for decades to cultivate. There’s nothing timid or ordinary about it. It’s not an ad, it’s an experience. And it’s the kind of dazzling, memorable experience that people love talking about.

That’s Sports 2.0.

1. Create Experiences, Not Ads.

IMAGE: http://www.thecoolhunter.net/article/detail/1797/nike-extreme--just-experience-it

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Picture this: A major league baseball team is experiencing its lowest attendance in years. Do they slash ticket prices? Ramp up their ad spend? No. Instead, they roll out the red carpet to sports fans with big social graphs, as part of their “Tribe Social Deck” initiative.

What’s a Social Deck? For now, it’s a 10-seat section on the left side of Cleveland’s Progressive Field that’s earmarked for fans and “influencers” who love to tweet, post, and generally share

their passion for the home team—the same way they already do.

To augment the physical Social Deck, the Indians also rolled out an online version dubbed the “Social Media Clubhouse,” where fans gather to share their love, their frustration, their hopes, their photos, and so much more.


2. Cultivate Community.

As technology becomes more pervasive, the world becomes more interconnected and word-of-mouth travels further. Outsized marketing budgets become less impactful, compared to building great products and fostering passionate, loyal communities.”

—Jason Jacobs, CEO, RunKeeper

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Picture this: an NFL team wants to drive fan engagement and boost merchandise sales during a challenging holiday season. Instead of relying on coupons, annoying email blasts, or gimmicky ads, they create a campaign that’s all about the fans—a photo contest that invites fans to vote on/submit photos of themselves wearing team gear. Daily and weekly prizes, including autographed memorabilia, tickets to games, and premium merchandise are awarded. But it’s the team—the Oakland Raiders—that is the real “winner,” amassing over 1 million votes, 2000 submissions, and a 20+% increase in site traffic in just a matter of a weeks—and at a fraction of the cost of a traditional holiday campaign.


3. Engage Your Fans.

IMAGE: http://www.flickr.com/photos/51035737977@N01/3923303152/

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Picture this: You’re at a Toronto Blue Jays game and you tweet your seat location. Moments

later, you’re throwing out the first pitch and being handed a “I got retweeted tshirt” from the

Blue Jays Promotions and Fan Activation Intern, while your most intriguing 140-character

update gets posted to the Jumbotron in centre field, alongside fictional “historical tweets”

from Blue Jays icons Doug Ault (@in_the_Doug_Out) and Joe Carter. Just a fantasy? Nope. This

is but a taste of what’s happened this season since Toronto’s beloved baseball franchise

instituted #tweetingtuesdays—also known as the No. 1 Trending Topic on Twitter in Canada in

recent months.


4. Break Down The Barriers.


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Picture this: You’re at Citizens Bank Park watching the Phillies duke it out in the post-season. You don’t want

to miss a second of the action, but your stomach is growling. So you whip out your iPhone, fire up the MLB

At Bat app, place an order for one of several tasty options, pay with a credit card, and sit tight until your

food is delivered—right to your seat.

At $14.99, At Bat is one of the most expensive sports-related apps available on iTunes. But with fan-centric

features like live audio and video streaming, interactive roster and player cards, live scoreboard, and now the

ability to order concessions to your in-venue location, it’s no surprise that it’s the No. 1 top grossing app of

all time and one of the few apps that is being used daily by baseball fans across the U.S.


5. Enhance The Fan Experience.

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Picture this: You’re a major sports beverage brand. You know this social media ‘thing’ isn’t a passing fad, so instead of treating it as a side project, you utterly embrace it. You create a Social Media Mission Control Center—a war room of sorts—where five members of the brand’s marketing team use six big monitors to track everything consumers say, think, blog, and tweet about your brand, your competitors, your athletes, and your industry—and then respond in real-time.

You use the data that’s collected to optimize landing pages, create fan-

demanded content, address product concerns, increase engagement (by 250%!) and reduce exit rates (from 25% to 9%).

Sound amazing? It’s all in a day’s work for Gatorade, the brand with a mission to “take the largest sports brand in the world and turn it into the largest participatory brand in the world.”


6. Dive In.

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Picture this: You’re training for your first marathon. A friend recommends Nike+, a community of over 3 million runners who are collectively logging, sharing, competing, and musically-augmenting their training thanks to a little bit of technology that collects in-activity fitness data and lets you monitor progress and get coaching so that you improve.

Now imagine this inspires you to quit your job and pour all of your passion and energy into building a mobile service that enables GPS-based fitness tracking, eliminates the need for a separate sensor or pair of shoes, and works for not just running, but sports like cycling and skiing as well.

2.4 million downloads (and just two years) later, imagine your little Boston-based company (RunKeeper) has a Top 10 iPhone app on the books and is fostering real competition from global brands like New Balance and Adidas.


7. Give ‘Em Power Tools.

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Picture this: It’s Easter Sunday and some 2 million Tony Hawk fans are

watching the skateboarding legend’s Twitter stream, looking for clues to

where skateboards, backpacks, guitars and other cool merch have been

hidden in 60+ sites across the U.S. Part of Hawk’s 2nd annual Treasure Hunt,

the #THTH hashtag has put a fresh spin on a decade’s old tradition, while

giving a captive audience a way to compete, play, collaborate, and share

their love of skateboarding.


8. Play!


I will predict that location-based mobile services are going to be a huge new connection point between sports marketers and sports fans, combining the reach of a platform like Foursquare with the individualized (or ‘in-the-bar’) access to fans at a key point of purchase.

In other words: Get ready for ‘Coorsquare.’”

—Dan Shanoff, Founder, Quickish

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Picture this: You need a new pair of sneaks. So you head down to your favorite local sporting goods store, and upon arrival, you “check in” via FourSquare. And since you’ve checked in so many times, you unlock the Mayor badge—which happens to come with a $10 electronic gift card that is instantly redeemable. Now imagine your status as Mayor is projected on a 50” plasma screen near the store entrance, challenging other frequent shoppers to oust you as Mayor and win their own gift card.

In June 2010, this very scenario played out at hundreds of Sports Authority locations across the U.S. The concept is simple: location-based mobile services now make it possible for sports brands to connect with sports fans wherever, whenever, and however they want. From the social network to the in-store/on-site activation, geo-social platforms like FourSquare, Gowalla, Facebook Places, Loopt, Wifitti, and SCVNGR (among others!), are combining massive reach with an individualized touch… and opening the door to a slew of exciting new opportunities.


9. Location, Location, Location!

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Picture this: The president of the fastest growing sport (who has 1.2 million Twitter followers) tweets that he’s headed to a bar, has free tickets to give away, and will bestow them upon the fan who beats him at Pop a Shot. Twelve (yes, 12!) seconds later, the first fan shows up at the bar. Within minutes, 200 more arrive. Bud Light, the strategically-chosen marketing partner for this social media experiment, kicks in free beer for the first 100 fans that arrive and say “Hey UFC, give me a Bud Light!”

Within two (2) hours, over 15 million directly accessible impressions of this event—and all three brands that participated (UFC, Bud Light, and Dave & Buster’s)—are made across Facebook and Twitter. Then NBC and Heavy.com show up to cover the story. And one lucky fan scores a 60 at Pop a Shot and a seat next to Dana White at the next UFC match.


10. Experiment.


Twitter is amazing. You can talk directly to your fans instantly… Why would I not want to talk to somebody who loves what I do just as much as I do? I could sit there and hang out and talk with the fans all day.”

—Dana White, President, UFC

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Introduction Reality Check The New Playbook

Ready. Set. Infiltrate!

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Ready. Set. Infiltrate! Sports have always been a social medium. One might say that the rise of social platforms like Facebook and Twitter is simply a natural extension of how we’ve experienced sports for eons. They’ve amplified our passion and enthusiasm, sped up our ability to discover, share, and participate in the conversation, and connected us in ways that no medium—not even broadcast TV—was able to in the past.

From creating active communities of fitness enthusiasts to turning live events into massive yet intimate global experiences, digital and social technology are making the sports industry more social, more participatory, and more personal than ever before.

To thrive in a Sports 2.0 world, brands will have to look beyond the tried-and-true marketing strategies that worked in a pre-2.0 era. They’ll need to be nimbler, bolder, and ever more innovative in the products they produce, the services they provide, and the stories that they tell.

Because let’s face it. The days of marketing at people are over. The time has come to start marketing with them. Instead of wasting precious dollars building brands and campaigns that people ignore, why not create inspiring, inventive consumer-driven experiences instead? Around here, we call that brand infiltration™.

So get ready. Get set. Infiltrate!

Hi, we’re Espresso.

STAY IN TOUCH, WHY DON’T YOU?

TORONTO Jacquelyn Cyr, CEO + Owner 416 620 6773 [email protected]

BOSTON Marta Kagan, Managing Director, US 617 477 5811 [email protected]

THE STATS Founded: 1996 Staff: 30 Key clients: Callaway, Carlsberg, City of Toronto, eBay, Koodo, Samsung, Pearson

We’re an organization that firmly believes it’s time to stop wasting precious marketing dollars creating ads that people ignore, and focus instead on creating fully integrated experiences that infiltrate all channels to drive sales. We’re super-committed to doing it in the most [cost-]effective way possible – while never losing sight of our relentless pursuit of being Amazing at Life™.

brandinfiltration.com

Infiltrate Now! www.brandinfiltration.com

Sports 2.0: Game On

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Transcript of Sports 2.0: Game On