Presentation Oct 2013

THE EVENTBEYOND

ENGAGING FANS & EXTENDING BRAND EXPOSURE

Wednesday 30 October 13

We developed a new

Digital Sponsorship Inventory which engages fans, extends brand exposure beyond the event, and delivers measurable results.


We use our special techniques to capture a FanPic, a 360º multibillion pixel image of fans at an event.

We launch this FanPic within 24 hours of the event and invite fans to find, tag themselves and share the image with friends.

Each image they share is branded with the sponsors story...

FanPic & Tagging...


After FanPic is launched, fans can visit the FanPic page and login through facebook


Once logged in, users can browse around the massive image.Each FanPic is over 20 billion pixels in size. To put that in perspective, if you were to print out a FanPic it would be 60 x 30 metres in size!


Users can zoom right into the crowd….


and find themselves at the event


Once spotted.....


Fans can tag themselves and their friends, and share it with their family and friends on Facebook


Once the fan image is captured, they are prompted to share the picture as a branded Facebook story and photo

FB STORY

PHOTO


I’m Here!

Each user generated branded story and photois displayed on the fans’ newsfeed, timeline and other Facebook properties.


360FanPic

Find me at Old Trafford!

This branded image is visible by all of the users’ friends, increasing a brands’ reach and exposure beyond the event.


1 tag = 100’s of impressions

130 is the average number of facebook friends

FanPic application measures each time a story or photo

is shown to user friends.

An impression is a story shown to a user.

An impression may appear in a users newsfeed,

timeline, ticker and application aggregations.


Case Studies


9,256 fans tagged themselves

VENUE / Old Trafford FANS / 75,500

CLIENT / Chevrolet PERIOD / 10 days

1,740,000

Branded FanPic Visits

Average Time Spent

Facebook Stories & Photos Generated

127,560 3:06 28,000

Twitter Stories Shared

12,3% of match attendance

Users generated over


6,285fans tagged themselves

VENUE / PGE Arena FANS / 30,000

CLIENT / PSP PERIOD / 10 days

909,111


Average Time Spent


52,000 3:52 3786

EmailsCollected

21% of match attendance


VS


Public Address

Announcement

Big Screeninfomercials

at event

LEDPromosat event

Match ProgramAdvert

Inclusion in event

PR

The results shown previously can be achieved through our activation guidelines, which outline best practice for clients to achieve the results we have become accustomed to. These guidelines are in place to inform fans about each FanPic through multiple communication channels.

ACTIVATION


ActivationSupport

Project Management

ObjectivesRecognition & Optimisation

ProductionReporting

&Analysis

We provide not only cutting edge technology but also proven activation guidelines, application customisation and full project management of each campaign.

END to END PROJECT DELIVERY


Deep Facebook integration allows us to create target group profiles of your fanbaselimited not only to their demographics but also their interests.

Social Profile Analytics and Reporting


Exposure and Awarness

Quality Data Capture CRM

Fan Experience Enhancement

Fan SocialProfiling

Merchandising Opportunities

What can we deliver?

New Revenue Streams

Surveying Opportunities


Beyond Tagging...


We hide items in the crowd and around the venue and invite fans to find them. Once found, fans answer trivia questions to collect points.

At the end of a journey, we ask them to leave their personal data, email or mobile to be notified about the competition results.

Quality data is captured to be used in our clients’ future marketing campaigns.

Treasure Hunt


With the FanPic ‘Treasure Hunt’ feature, items are hidden in the crowd and around the stadium.


Fans are invited to find these items.


Once found, fans are prompted to answer a series of questions.


These questions can be game related trivia, or primary research for the brand.


Once a set amount of items are found, we ask fans to leave their personal data, Quality data is captured for brands to use in future marketing campaigns.


We also allow fans who weren’t in attendance at the event to also take part in the FanPic. They can add their photo to the ‘Virtual Stadium’, and feel like they were there!

This is a perfect way to engage a global audience.Once logged into Facebook, the fan’s profile picture is added to the stadium…

Virtual Stadium“Wish you were here?”


360FanPic

CASE STUDYWednesday 30 October 13

Primary ObjectivesBuild facebook and twitter communityEngage with global audienceBrand exposure

Secondary ObjectivesExtensive Fan ProfilingFan Experience Enhancement

Features UsedVirtual StadiumCustomised User Journey


Virtual Stadium allows a global fan base to still be a part of the experience “Virtually”.


Fans can select the ‘Wish you were here’ feature and add their Facebook profile photo to the virtual stadium


The global audience is activated, engaged and all results are measured


The gamification aspect of FanPic encourages the retention of fan engagement over a series of FanPics.

We have created powerful game features, which allow fans to collect points and climb the FanPic Leader Board. These points and badges are collected through tagging, adding virtual tags and taking part in games built into the FanPic to enter fan circles.

Gamification


Liverpool FC

During the 2012/2013 season, Liverpool FC launched the LFC FanPic SuperFan game allowing fans to compete for the SuperFan title and to win an experiential dream prize.


Liverpool FC wanted to introduce gamification to retain fan engagement over a series of FanPics for the full season


This included Virtual Stadium to engage their global fan base as well as ‘Vote for Player’ giving fans the opportunity to have their say on who the fan’s man of the match was.


Using the Treasure Hunt feature allowed fans to collect more points


Points are added up and converted to badges, allowing fans to compete against each other for a dream prize at the end of the season


Fans can see their progress in the Leader Board and compete against each other for the top spot


168,250 12,560 672,000Competition Participants

Number of fans who tagged themselves on at least 9 games

Badges Collected

The results were huge, with over 160,000 competition participants. The main objective of retaining engagement over the series of FanPics was effectively met with over 12.5 thousand fans tagging themselves in at least 9 FanPics.


84,120 fans tagged themselves

VENUE / Anfield FANS / Av. 45,000

CLIENT / Liverpool FC PERIOD / 17 Matches

14,613,700


Average Time Spent


940,500 3:25

10,9%retention of fan engagement


In total, 84,120 individual tags were captured giving an average tag rate of over 10%. The gamification aspect to the FanPic campaign generated a total of over 14 million branded Facebook Stories and Photos and attracted 940,500 FanPic page visits.


Story so far...


18 months2,245,000 fans captured

5,600,000 FanPic page visits

57,541,000 branded posts & photos created

302,850 “I was there” moments shared


Brands we’ve promoted

360FanPic


Events we’ve captured

• 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



Fans Reactions



event

Huge Crowd Pho

to

Tell

them we are takin

g

we upload huge imageto our fast servers

it’s readyin

24HOURS

after the event

Direct Marketing CampaignsWe can design competitions, which will capture email addresesof visitors, to be used for post event marketing campaigns

Measure EffectivenessNumber of Facebook impressions and clicks on postsbranded page views and time on site

PROCESSit takes us

approximately

8-10 minutesto photograph

1000’s of fans

we stitch,

customise with branding

& use our application

to make facebook tagging

possible...


See Examples on

www.huggity.com

social media tagging application

[email protected] +353 1 4100 600 @huggity facebook.com/huggity


http://www.huggity.com

http://www.huggity.com

mailto:[email protected]

mailto:[email protected]

Presentation Oct 2013

Technology

branded fanpic visits

fanpic page

fanpic tagging

users friends

branded image

branded story

branded facebook story

fans newsfeed