Overview

• The TosiFani.mobi project– Goals and elements

• How did we promote– ”Around the game” and during the

game

• How did we do– KPI performance and other stats

• Online survey results

• Final analysis and next steps

The TosiFani.mobi project

• North Star Sports Management, together with Medge Consulting and Supponor Systems, approached Nokia with the goal of partnering around the Finnish National Basketball Team European Championship qualifying games in August-September 2008.

• Nokia agreed to support this pilot project, testing new digital technologies in and around live sporting events.

What were the goals• The agreed focus of the project was

driving new user experiences on the mobile phone, including:

– Consumption of streaming mobile video (instead of download to phone) and other online content

– Participating in surveys/polls via mobile web site (instead of SMS)

– Purchasing mobile game tickets (instead of traditional paper or e-mail PDF ticket)

– Other experiences, eg. sharing / uploading photos directly from phone, etc.

TosiFani.mobi elements

• Mobile-optimized web site featuring:– News stories– Player bios– Live game stats– Exclusive ”behind the scenes”

video content– Game photo gallery– LiveOpinion polling– Fan photo blog

TosiFani.mobi

• Created and updated by Ramblas Digital

• Video streaming by TwinApex

• Content by Finnish Basketball Federation and North Star Sports Management

TosiFani.mobi screenshots

Scoreboard Videos Fan photos

TosiFani.mobi screenshots

News Player pagesGame photos

How did we promote”Around the game”• KORI-lehti magazine insert• Press release• Ad banners• Print flyers• Video box on Koris.net

”During the game”• ”Jumbotron” calls to action• Courtside ads• Courtside VIP seatbacks• Game program print ad• In-arena PA announcements• On-air TV mentions and digital billboards

KORI-lehti magazine insert

• Insert in Finnish Basketball Federation’s official publication KORI-lehti

• Distribution to approx. 19,000 registered basketball players, coaches, club personnel, media, etc.

• Arrived in mailboxes 2-3 days before first game and same day as TosiFani.mobi launch

Press release

Koris.net

• Posted on Koris.net

• Distributed to approx. 100 domestic media on August 19.

Ad banners

• Banner run on fan message board site Koripallo.com from Aug. 20 thru Sept. 20.

• 7 separate banners:– 5 promoting players– 2 promoting mobile

ticket sales

• Total impressions:

Print flyers

• Flyers promoting mobile ticket sales distributed at two games:

– Approx. 1 000 generic mobile ticket flyers at Aug. 20 Finland-Bulgaria game

– Approx. 2 000 discount offer flyers at Sept. 13 Finland-Italy game

Video box on Koris.net

• Flash video hosted by TwinApex changed approx. twice weekly

• Total views: 7 718

Courtside ads

Total four-game paid attendance: 8 212 people

Courtside VIP seatbacks

• For each home game, 25 VIP Courtside seats featured a ”TosiFani.mobi VIP” sign that was clearly visible to all those in the arena.

• These seats were also used as prizes for TosiFani.mobi contest winners.

Jumbotron ”calls to action”

Visible in-arena before, during and after games

LiveOpinion voting

Fan photo blog

Game program print ad

• Back cover of all home game programs, distributed free of charge to fans

• Print run approx. 10 000 copies

In-arena PA announcements

• Multiple announcements promoting:– Tosifani.mobi

content– Photo blog– LiveOpinion voting– mobile ticket offers– contests

On-air TV digital billboards and mentions

• Digital billboards promoting TosiFani.mobi and MVP voting (2nd half of games in Finland) visible on broadcasts:

– Finland-Serbia: • 20:56 actual air time in Finland• 21:39 actual air time in Serbia

– Finland-Italy: • 20:52 actual air time in Finland• 26:51 actual air time in Italy

– Finland-Hungary: • 24:23 actual air time in Finland• 15:04 actual air time in Hungary

Total on-screen air time: 2 h 9 min 45 s

How did we do

• Total visitors, pageviews and video views

• Mobile ticket sales

• LiveOpinion participation

• Online survey

TosiFani.mobi stats

0

100

200

300

400

500

600

700

800

900

1000

18.8

.200

8

20.8

.200

8

22.8

.200

8

24.8

.200

8

26.8

.200

8

28.8

.200

8

30.8

.200

8

1.9.

2008

3.9.

2008

5.9.

2008

7.9.

2008

9.9.

2008

11.9

.200

8

13.9

.200

8

15.9

.200

8

17.9

.200

8

19.9

.200

8

21.9

.200

8

23.9

.200

8

25.9

.200

8

Visitors Pageviews Videos

Launch

FIN-BUL

ITA-FIN

FIN-SRB

HUN-FIN BUL-FIN

FIN-ITA

SRB-FIN

FIN-HUN

TosiFani.mobi stats

• Total visitors: 3 981– avg. 102 visitors / day

• Total pageviews: 9 764– avg. 250 pageviews / day

• Average pageviews: 2,5 ppv

• Total video views: 4 499– avg. 50 views / video– Avg. 1,1 videos / visitor– Avg. clip view: 1 min. 22 s.

Mobile tickets sold

0102030405060708090

100

FIN-BUL FIN-SRB FIN-ITA FIN-HUN

172 mobile tickets = 2 % of total series audience

(Lippu.fi) = 0.6 % strong performance to date

0.1 %0.4 %

1.7 %

5.5 %

Last-minute promo

Discount promo

LiveOpinion participation

• 779 LiveOpinion participants– 20 % of site visitors

• 278 entered contact info– 36 % of participants– 7 % of site visitors

Key MetricsGoal Best Worst

1. Total visitors over 8 games 4300 8500 2150

2. Average page views per visitor 5 9 2

3. Video views 1750 10000 800

4. Total number of mobile tickets sold 200 1200 50

5. Qualitative Response to Express lane >60% >80% <40%

1. TAM = 66000 (registered players + TV audience), 13% of mobile phone holders ”surf the web” – Potential is 8500. We try to capture 50% of those

2. Based on interviews, no comparative data available (meteli.net & hakemisto.net, smallscreen media)

3. Based on interviews, no comparative data available (meteli.net & hakemisto.net, smallscreen media)

4. 200 tickets = 2% of estimated all tickets

5. Based on post-event interviews

KPI results

Result Goal

1. Total visitors over 8 games 3 981 4 300

2. Average page views per visitor 2,5 5

3. Video views 4 499 1 750

4. Total number of mobile tickets sold 172 200

5. Qualitative Response to Express lane N/A >60% N/A

Survey background

• Total of 115 responses in 10 days

• Survey respondents informed via Koripallo.com, Koris.net announcement

• Two participants awarded randomly with Finnish national team game shirt

Responses

Geographical breakdown of survey participants

38 %

4 %8 %7 %

7 %

36 %Helsinki region

Turku

Tampere

Joensuu

Porvoo

Rest of Finland

Responses

How many times have you visited TosiFani.mobi?

18 %

28 %

22 %

12 %

20 %

0 times

1-2 times

3-4 times

5-10 times

More than 10 times

Responses

When do you visit the site? (select all that apply)

30 %

15 %

5 %

25 %

25 %

Before gameday

Only on gameday

During the game

After the game

Day after game

Responses

What time of day do you visit the site? (select all that apply)

9 %

7 %

32 %

52 %

Morning

Lunchtime

Afternoon

Evening

Responses

What content do you find most interesting? (select all that apply)

24 %

28 %16 %

8 %

17 %

7 %

News

Video

Game photos

Photo blog

Live scores

Poll

ResponsesWhat content do you find least interesting?

(select all that apply)

10 %

34 %

16 %

8 %

9 %

23 %

Game photos

Poll

Live scores

News

Videos

Photo blog

Responses

Have you participated in a LiveOpinion poll?

29 %

63 %

8 %

Yes

No

Don't remember

Responses

If you participated, did you do so at the game?

34 %

45 %

21 %

Yes

No

Don't remember

Responses

If you participated, why did you do so?

28 %

39 %

33 %

To voice my opinion

To win prizes

Other reasons

Responses

Have you used the Live scoreboard application?

31 %

69 %

Yes

No

Responses

If no, why not?

30 %

40 %

20 %

10 %

At the game

Watched on TV

Followed online

No data plan

Responses

Would you watch a live stream of a game on your phone?

51 %

14 %

35 % Yes if it was free

Yes I would paysomething

Not interested

Responses

Have you uploaded a photo to the TosiFani photo blog?

3 %

97 %

Yes

No

Responses

If not, why not?

32 %

31 %

14 %

23 %Not interested

Didn't know about it

No camera phone

Can't afford MMScharges

Responses

Have you bought a mobile ticket to a game?

3 %

97 %

Yes

No

ResponsesIf you haven't bought a mobile ticket, why not?

(select all that apply)

19 %

39 %11 %

23 %

8 %Not interested

Didn't know about it

It won't work on myphone

I like paper ticketsmore

I ordered an e-ticket

Responses

What would entice you to buy a mobile ticket?

17 %

34 %

19 %

20 %

10 %

Better seats

Cheaper price

Easier delivery

Prizes

Nothing

Conclusions• The ability to control an event’s media rights and thereby

gain access to all aspects of the content and event is crucial.

• Close co-operation and communication with all parties involved (national federation, ticketing company, TV production, arena management, etc…) is also critically important.

• The TosiFani.mobi offering was a strong complimentary product for Finnish basketball fans and built a true following during the campaign period.

• Consumers are ready, when properly incentivized, to use their mobile phones for new purposes.

• There is definitely an opportunity to continue this type of partnership around new areas of interactivity and functionality (concessions, fan video, etc.).

Next steps

• Nokia´s future thoughts and plans for larger events and tournaments.

• Medge Consulting to propose list of options world-wide for 2009 – 2010.

• NSSM in close co-operation to propose the support and management of same.