Jan 14, 2015
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.