Agency Innovation Camp '13: Orange Group
Post on 01-Nov-2014
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BRAND HACKATHON TEAM: THE BIG “O”
DIGIDAY AGENCY CAMP - JULY 27, 2013
2.
Build loyalty among season ticket holders and fans by adding value pre, during, and post game.
THE OBJECTIVE
3.
With the increase of high definition and fantasy leagues more season ticket holders are staying home.
THE CHALLENGE
USERS.
BIG STEVE. • Age 35 • Annual Salary Over $100K • 2 Kids • Broncos Season Ticket Holder for 5 Years • Plays Fantasy Football with College Friends • Participates in 3 Fantasy Leagues • Checks His Fantasy Leagues 20x per Game • Tunes into NFL Redzone While Watching
the Game at Home • Lives in Denver, Colorado
Main Goal Enjoy the game with his friends and family.
VISION.
BRING THE CONVENIENCE
OF AT HOME AND MORE
TO THE STADIUM.
+ ü UTILITY ENTERTAINMENT
TOUCHPOINTS
PAGE 17
PRE-GAME ENGAGEMENT
DRIVE EXCITEMENT THROUGH EXCLUSIVE CONTENT AND
CONTESTS
LEVERAGE PAID MEDIA TACTICS TO INCREASE
AWARENESS
OWNED PROPERTIES CONTINUE THE TWO-WAY
CONVERSATION WITH FANS
GAMEDAY ENGAGEMENT
UNIQUE TAILGATE AND IN-STADIUM EXPERIENCE
GAMIFICATION TO INCREASE INVESTMENT
ENCOURAGE SOCIAL SHARING
POST-GAME ENGAGEMENT
MORE EXCLUSIVE CONTENT
POST GAME LOCKERROOM FOOTAGE WITH TEAM.
MEDIA PLAN.
STRATEGY
PAGE 19
PAID- GEO
DISPLAY SEARCH MOBILE SOCIAL VIDEO
OWNED
WEBSITE APP
EMAIL SOCIAL FEEDS
EARNED
PR WORD OF MOUTH SOCIAL
SHARING
CREATE BUZZ AND AWARENESS
PAGE 20
Partner with Media 6 Degrees to execute efficient targeting tactics • Prospecting- using Media 6’s algorithm to seek out potential new fan base • Rich Media and Video- use real live game footage as content for interactive units
to drive excitement around game day
• Promote #broncopass on Facebook, Twitter, and Instagram
• Social campaigns
DRIVE SITE ENGAGEMENT AND APP DOWNLOADS
PAGE 21
Partner with Media 6 Degrees to execute efficient targeting tactics
• Retargeting: First-Party data to Retarget season Ticket Holders and site visitors • Paid Search: brand, football ticket seekers • Search Retargeting: mirror paid search strategy to reach the same user on
multiple channels • Act a like modeling – Season ticket holders as seed data for model
SUCCESS METRICS
PAGE 22
1. Increase season ticket holder attendance
2. Site traffic and app downloads
3. Ongoing participation with app
THANKS!
PAGE 23
APPENDIX
PAGE 24
MEDIA COST BREAKDOWN
PAGE 25
Media Cost (per month) Timing Spend
Big Steve (Season Ticket Holders)
Facebook Retarge-ng $ 5,000 July-‐August $ 10,000
RTB Retarge-ng $ 5,000 July-‐August $ 10,000
Sub-‐total $ 20,000
Contempla;ng Charlie (Prospec;ve Ticket Holders)
Paid Search $ 25,000 April-‐May $ 50,000
Search Retarge-ng $ 5,000 April-‐May $ 10,000
Facebook Look a Like Targe-ng $ 5,000 April-‐May $ 10,000
Retarge-ng (Site + Video engagers) $ 20,000 April-‐May $ 40,000
Look-‐a-‐like targe-ng $ 5,000 April-‐May $ 10,000
New Fan Prospec-ng $ 7,500 April-‐May $ 15,000
Interac-ve Unit $ 25,000 April-‐May $ 50,000
Sub-‐total $ 185,000
Ad-‐ Serving/Crea-ve fees (es-mated) $ 1,000
GRAND TOTAL $ 206,000
INTERCEPTING OUR TARGET
PAGE 26
Season Ticket Holders: • Retargeting across Facebook and Web • Proprietary data to retarget via email
Prospecting: • Act-a-like modeling off current season ticket data • Implement Search retargeting to identify potential
ticket holders across multiple marketing channels
Rich Media • Leverage Say Media to deliver cross-platform rich
media experience
PRE-GAME ENGAGEMENT
PAGE 27
• Exclusive content delivered from that week’s practices, including coach and player one-on-one videos
GAMEDAY ENGAGEMENT
PAGE 28
Ticket Holders check-in at stadium to unlock special perks, including: • Loaner tablets to stay up-to-date
• View instant replays
• Concession feature
• Bathroom line updater
• Help call the plays on the field
• And more…
POST GAME ENGAGEMENT
PAGE 29
Ticket Holders check-in at stadium to unlock special perks, including: • Loaner tablets to stay up-to-day on all other NFL
games and Fantasy Football League standings/stats
• View instant replays from the game • Concession feature for ordering food at your
fingertips
• Bathroom line updater so you can get in/get out faster
• Gaming system where you get to help call the plays on the field
• And more…
ENGAGING TICKET HOLDERS
PAGE 30
• THE IDEA: App experience that provides utilitainment to Season Ticket Holders
• HOW IT WORKS: Leverage and connect simple game mechanics, utilitarian needs and NFL entertainment in one package
• THE BENEFIT: Drives engagement through point system for additional upgrades, prizes and more
• MEDIA AMPLIFICATION: Paid and social
media tactics drive to online site experience to download app
• Partners: Facebook, Media6, Say Media • Prospec-ng • Awareness
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