9. 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.
11. Primary Objectives
Build facebook and twitter community
Engage with global audience
Brand exposure
Secondary Objectives
Extensive Fan Profiling
Enhance the Fan Experience
Features Used
Virtual Stadium
Customised User Journey
12. FANS / 75,500 VENUE / Old Trafford
PERIOD / 10 days CLIENT / Chevrolet
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
17. • 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
20. 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
21. It is hosted by “Patriots Football Weekly”
editors Paul Perillo and Andy Hart.
22.
23.
24. Gamification
Gamification 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...
26. Los Angeles Kings
The 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.
27. MLB Gameday app
Adding 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.
28. 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.
30. Have an objective
Start with real business goals
How to achieve success
Engineer the path to your goals
Identify the behaviours you want to elicit and then choose tactics.
Rewards, Rewards
Incentives 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.
33. Content and display needs to stay
relevant for biggest impact
• no co-branding
• irrelevant
• no-call to action (in-context)
34.
35. 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
