Download Lesson 4.9 - Slides

Lesson 4.9 –
Digital Marketing
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing
What is digital marketing?
Today’s consumer is more cognizant of
the marketing messages all around them,
leaving them more likely to tune out
advertisements or other forms of
marketing communication
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing
What is Digital Marketing?
 In the “golden age” of television, an ad on one of
the big three networks could reach 70 percent of
the viewing audience
 According to Seth Godin (author of Permission
Marketing) today’s consumer receives roughly one
million marketing messages a year on average
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LESSON 4.9
Digital Marketing
Overwhelmed consumers are becoming
adept at tuning out marketing messages
 E-mail filters to block spam
 Digital video recorders (DVRs) to skip commercials
 Caller ID to screen telemarketers
 Recycling direct mail pieces without opening them
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LESSON 4.9
Digital Marketing
Overwhelmed consumers are becoming
adept at tuning out marketing messages
The Big Four networks (ABC, NBC, CBS & Fox) all
filed lawsuit against satellite cable provider Dish
Network in 2012 after it introduced a new DVR
feature that allows Dish viewers to automatically skip
commercials
In 2014, the courts ruled in favor of
Dish Network in a ruling Dish called
"a victory for American consumers.”
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LESSON 4.9
Digital Marketing
Business and marketing professionals
refer to this saturation as “clutter”
 Clutter is a major problem for today’s marketer
 The cost of selling has almost tripled over the past
decade
 Today’s consumer has a broken trust with traditional
marketing means (broadcast media, print media etc.)
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LESSON 4.9
Digital Marketing
How does clutter impact marketers?
 Marketers today must determine ways to effectively
cut through the clutter if the firms they represent
are to financially thrive
 Today’s digital marketers must become more
creative and free thinking in their approach to
promoting company products and services
 Sports, entertainment and event marketing provide
an effective means for cutting through today’s
marketing clutter
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LESSON 4.9
Digital Marketing
How are marketers adjusting?
Digital marketers turn to technology to help
reach target consumers
 Internet marketing
 Mobile marketing
 Social marketing
 Viral marketing
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LESSON 4.9
Digital Marketing
How are marketers adjusting?
The goal for digital marketers is to focus on
interactive elements, encouraging consumers to
participate in the marketing process
U.S. interactive marketing spending will reach $55
billion by 2014, making up 21% of all marketing
spending, according to a report issued by Forrester
Research
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LESSON 4.9
Digital Marketing
How are marketers adjusting?
Each team also owns an equal share in MLB Advanced
Media, which, among other things, has generated
massive revenue from its game-day video and audio app
MLB At Bat, the highest grossing sports app in the Apple
store on the iPhone and iPad for four consecutive years.
MLB Advanced Media generates more than $600 million in
revenue, and Forbes conservatively values the subsidiary
at $6 billion.
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Marketing Applications
LESSON 4.9
Interactive Strategies
To promote its fall drama "Person of Interest," CBS
created interactive billboards in New York City and Los
Angeles which took photos of passersby, then
incorporated those faces into the billboard’s display,
accompanied by a phone number and identification
number to text-message. If the person sends the text,
they receive a link to their "classified file" and can post
the photo on Facebook or Twitter.
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LESSON 4.9
Interactive Strategies
During the 2012 U.S. Olympic track and field trials, Nike
created an interactive "Camp Victory” experience on-site
that promoted various Nike products. The exhibit
featured a 15-foot-tall digital wall that provided a
visualization of the fastest runs from the Olympic trials
and head-to-head treadmill races for fans.
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LESSON 4.9
Interactive Strategies
The last time the Dallas Mavericks rolled out a new
uniform design was in the 2001-02 season, but
owner Mark Cuban announced on his blog that they
would get a makeover for the 2015-16 season and
he reached out to fans to submit their designs in an
online contest
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LESSON 4.9
Interactive Strategies
It isn’t always enough to simply host a Facebook
page, so many organizations develop creative ways
for engaging fans with interactive elements
Phoenix Suns fans
can have their
picture taken by
Suns personnel at
a game and
retrieve it for free
on the team’s
Facebook page
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LESSON 4.9
Interactive Strategies
The Los Angeles Lakers provided a
virtual tour of the team’s locker room
for their fans on Facebook
Vancouver Canucks fans could play a
virtual hockey game on the team’s
Facebook page to win prizes and
coupon vouchers
Racing fans can test their NASCAR IQ
via a number of quizzes and polls
featured on NASCAR’s Facebook page
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LESSON 4.9
Interactive Strategies
In 2013, a 12-year-old found a "Tony Hawk"
customized Taylor guitar hidden at a local California
restaurant during the annual "Hawk Hunt", a
scavenger hunt hosted by skateboarding legend Tony
Hawk via Twitter where his 3 million followers keep
track of hundreds of clues sent out by Hawk and his
helpers
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LESSON 4.9
Interactive Strategies
The PGA Tour took an unprecedented approach to fan
interaction in 2013 when they announced that fans all
over the globe would help determine the pin placement at
the par-3 15th hole in the final round of the PGA
Championships through an online vote (they even
enlisted golf legend Jack Nicklaus as a host for the unique
event on PGA.com)
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LESSON 4.9
Digital Marketing Strategies
Internet Marketing
The Internet, far more than
any other medium, has given
consumers a voice, a
publishing platform and a
forum where their collective
voices can be heard, shared
and researched, creating a
more powerful and educated
audience than ever before
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LESSON 4.9
Digital Marketing Strategies
Consumer-Generated
Media (CGM)
Also referred to as
Online Consumer
Word-of-Mouth or
Online Consumer
Buzz
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Encompasses the millions of
consumer-generated
comments, opinions and
personal experiences posted
in publicly available online
sources on a wide range of
issues, topics, products and
brands
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Sports and entertainment properties
use the Internet for a host of
marketing functions
 Ticket sales
 Community relations
 Sponsorship sales
 Player/staff fan connection
(blogs, chats etc.)
 Merchandise sales
 Additional revenue
streams (banner advertising
on team websites etc.)
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 General promotion
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Marketing Applications
LESSON 4.9
Internet Marketing
The Lakewood BlueClaws Baseball Club uses the
Internet (specifically eBay and Craigslist) to sell
available luxury suite and premium seat inventory.
The team also utilizes Twitter and Facebook to stay
connected with fans.
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LESSON 4.9
Digital Marketing Strategies
Mobile Marketing
Mobile marketing refers to two
different marketing means: one
refers to marketing on or with a
mobile device (such as a mobile
phone) while the other (more
traditional) is meant to describe
marketing “on-the-go”
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LESSON 4.9
Digital Marketing
Mobile marketing represents an area
of massive potential growth
According to Portio Research, SMS traffic worldwide
will reach 8.3 trillion messages annually by 2015
81 percent of smartphone users have done product
research from a smartphone, and 50 percent have made a
purchase via their phone
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LESSON 4.9
Digital Marketing
Mobile marketing represents an area
of massive potential growth
Fan engagement (interaction with a device) via
mobile sports apps increased 300% during the 2014
FIFA World Cup, demonstrating the sports consumers’
willingness and desire to follow sports using mobile
devices
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LESSON 4.9
Digital Marketing Strategies
“Apps”
Apps have recently
gained a lot of
popularity among
consumers
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Apps are individual
software programs
designed to run on the
Internet, computer, phone
or other electronic device
typically designed to
increase functionality or
ease of use
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LESSON 4.9
Digital Marketing Strategies
In June of 2013, Apple announced that 50 billion
apps had been downloaded from their online “apps”
store, up from 30 billion apps in June of 2012
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LESSON 4.9
Digital Marketing Strategies
The sports and
entertainment industry
has taken note of the
apps trend and launched
a number of sports and
entertainment related
apps
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LESSON 4.9
Digital Marketing Strategies
At the start of the 2014 NBA Playoffs, Samsung
released a “LeBron” app in partnership with LeBron
James, featuring four main sections of content:
Athlete, NBA Playoffs, Style, and Journey.
Click here to watch the commercial (which has been viewed over 13 million times
as of August, 2014)
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LESSON 4.9
Digital Marketing Strategies
Perhaps the most commercially successful app developed
by a major league sports property, Major League Baseball’s
“At Bat” app reached 10 million paid downloads for the
2013 season, shattering the previous record (it is also the
10th highest grossing iOS app of all-time in the iTunes store)
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LESSON 4.9
Digital Marketing Strategies
With the “Fandango” app, users can watch film
trailers, find showtimes, buy tickets and get
directions to the theater, all from their mobile device
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LESSON 4.9
Digital Marketing Strategies
With apps like Zippo’s “concert lighter”, cell phones
have become the new lighters for today’s concert goers
(the app has been downloaded over 15 million times)
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LESSON 4.9
Digital Marketing Strategies
Apps like ESPN’s
Fantasy Football app
allow users to manage
their fantasy football
teams from the palm
of their hand
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LESSON 4.9
Digital Marketing Strategies
Nike Golf launched an app
(called “Nike Golf 360 or
NG 360”) that allows
users to track their rounds
(including statistics),
improve technique and
view golf-specific
workouts
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LESSON 4.9
Digital Marketing Strategies
In 2013, the NFL re-launched its app, providing
fans with the ability to watch the NFL Network and
NFL Redzone on their mobile devices, watch
highlights and access other video clips (including
videos on demand that had previously only been
available to Verizon customers). Fans can now also
listen to audio broadcasts from games (in English
or Spanish), listen to NFL podcasts, manage and
track their fantasy football teams, shop for NFL
gear on NFL.com and purchase tickets to games
through the NFL Ticket Exchange
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LESSON 4.9
Digital Marketing Strategies
Traditional Mobile Marketing
The NBA's Jam Van tour is an interactive basketball
program that travels from the United States to
China. The Jam Van is a 67-foot 18-wheeler that
transforms into 8,000 square feet of basketball and
interactive “off-court” activities
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LESSON 4.9
Digital Marketing Strategies
Traditional Mobile Marketing
The Green Bay Packers’ annual “Tailgate Tour” visits
five Wisconsin communities in five days during the
summer while raising money for local non-profit
organizations via tailgate parties at each stop.
Along the way, the “Tour” also makes unannounced
stops, often at schools.
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LESSON 4.9
Digital Marketing Strategies
Traditional Mobile Marketing
In 2011, Hard Rock took its world famous collection of
music memorabilia on the road with the “Hard Rock
International 40th Anniversary Memorabilia Tour. It
traveled to over 30 Hard Rock cafes around the USA in
an 80-foot-long double-wide truck specially constructed
to exhibit 64 memorable artifacts once owned by
popular musicians, such as a Jimi Hendrix custom
Gibson Flying V guitar that he played at the Isle of Wight
Festival in 1970, Janis Joplin's handwritten love letter to
a boyfriend, Buddy Holly’s glasses, Michael Jackson’s
iconic jacket, Katy Perry’s famous “birthday” dress and
Justin Bieber’s skateboard, among other things.
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LESSON 4.9
Digital Marketing Strategies
Traditional Mobile Marketing
The Chicago Cubs deployed a Cubs “trolley”,
equipped with 8 flat-screen TVs and Cubs
memorabilia, that would make appearances
throughout the city at parades, street festivals and
sponsor locations
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LESSON 4.9
Digital Marketing Strategies
Traditional Mobile Marketing
Nike deployed a branded “sportswear” ice cream truck
to the streets of New York City, selling everything from
branded Nike gear to ice cream while the Jordan Brand’s
#RISEABOVE truck traveled from Los Angeles to
Washington DC to promote its newest sneaker, the
Super.Fly
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LESSON 4.9
Digital Marketing Strategies
Traditional Mobile Marketing
To kick off 2014 Spring Training, ESPN’s Baseball
Tonight Goodyear Express bus tour visited the
Cactus League, making stops at camps in Florida
and Arizona.
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LESSON 4.9
Digital Marketing Strategies
Modern Mobile Marketing
Major League Soccer encouraged
fans to cast votes for their
favorite players to be included in
the All-Star game via text
messaging. Fans were instructed
to text the last name (or twitter
handle for those who chose to
vote via Twitter) of their favorite
player to a specific number to
cast their vote.
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LESSON 4.9
Digital Marketing Strategies
Modern Mobile Marketing
The Atlanta Symphony continues the tradition of
introducing members of the ASO to the audience with
an evening-long live, on-site broadcast of the concert
on large 15′x20′ screens, which are permanently
affixed on either side of the stage. The live feed will
include a pre-concert show, as well as live intermission
interviews of guest artists and musicians from the
Orchestra, fueled by text-message questions sent by
the audience the night of the concert.
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LESSON 4.9
Digital Marketing Strategies
Modern Mobile Marketing
In 2013, Chipotle enjoyed s much success through a
SMS text messaging campaign (called “Adventurrito”)
that they brought it back for 2014, teaming up with
Major League Soccer and offering customers the
chance to win an all-expenses-paid trip to the MLS
All-Star Game by texting “Homegrown” to 888222
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LESSON 4.9
Digital Marketing Strategies
Social Media
Social media describes the
online technologies and
practices that people use to
share content, opinions,
insights, experiences,
perspectives, media and to
otherwise interact
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LESSON 4.9
Digital Marketing Strategies
Social media presents itself in the
form of many variable applications
 Google+
 YouTube
 Twitter
 Snapchat
 Flickr
 Instagram
 Facebook
 foursquare
 Vine
 Pinterest
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LESSON 4.9
Digital Marketing
In today’s digital marketing era, harnessing
the power of social media has become a
top priority of sports and entertainment
properties of all shapes and sizes
Athletes, celebrities, leagues, teams, events and
corporate sponsors are all shifting the focus to
digital marketing strategies as they compete for
attention in the social media space
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LESSON 4.9
Digital Marketing
Among team sports properties internationally,
the NBA is the only non-soccer league to rank
among the top five in most combined Twitter
followers and Facebook fans in 2014 (as of
August they rank fifth behind FC Barcelona,
Real Madrid and Manchester United and just
ahead of Chelsea)
Click here for a slideshow featuring the top ten international sports teams
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LESSON 4.9
Digital Marketing
Sites like Starcount.com track the
popularity of social media users and
publish the results online. As of
August, 2014, based on the site’s
criteria of cumulative Facebook “likes”,
Twitter followers and YouTube views,
the most popular sports brands were
(click here for an updated and
complete listing):
Nike (global)
Adidas (global)
Adidas Footbal (global) Under Armour
Adidas Originals
Team Messi
Nike
Football
Nike Football
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LESSON 4.9
Digital Marketing
Why is social media important to a
sports or entertainment marketer?
 In theory, social media is free
 Allows an organization to reach a massive
audience
 Social media is still experiencing rapid growth,
presenting unlimited potential for marketers
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LESSON 4.9
Why is social media important to a
sports or entertainment marketer?
 Facebook: More than 1.3 billion active users
 As of February 2014, Google Plus claims over 1 billion
registered users and a 2014 study predicted that,
although the two platforms can be dramatically different
in terms of target audience and content, the number of
G+ users will surpass Facebook by 2016
 Linkedin: 313 million professionals and growing at
more than two members per second, representing every
company on the Fortune 500 in over 200 countries
 Twitter: : As of July 2014, there were nearly 650
million registered Twitter users with 135,000 new users
signing up every day
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LESSON 4.9
Why is social media important to a
sports or entertainment marketer?
 YouTube: According to their website, over 6
billion hours of video are watched each month
on YouTube—that's almost an hour for every
person on Earth
 Foursquare: A million users, a 50% gain from
the number of users in 2013
 Instagram: 200 million users who share an
average of 60 million photos per day for a total
of over 20 billion total photos shared in just four
years (the company was founded in 2010)
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LESSON 4.9
Why is social media important to a
sports or entertainment marketer?
Statistics from a 2013 report show the likelihood of
a consumer making a purchase increases when the
user has a social connection with a brand or its
products (social activities such as sharing and
recommendations drive sales, and fans of brands
are 51 percent more likely to buy than non-fans)
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LESSON 4.9
Digital Marketing Strategies
Why is social media important to a
sports or entertainment marketer?
According to a recent study, 29 percent of sports fans
globally indicated they use social media to follow
leagues, teams and players in 2013, up from just 15
percent in 2011
When the 2012 Summer Olympics
began in Beijing in 2008, Facebook
had 100 million users and Twitter had
just 6 million users, compared with
over a billion Facebook users and 650
million Twitter users when the 2014
FIFA World Cup kicked off in Brazil
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LESSON 4.9
Digital Marketing Strategies
Why is social media important to a
sports or entertainment marketer?
Recently, several start ups like Phanoto and
SportsFanLive have featured social networks
specifically targeting sports fans
Click here to view a slideshow
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LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
A research project conducted by Catalyst Public
Relations in conjunction with the Sports Business
Journal revealed that 61% of MLB fans and 55%
of NFL fans consider themselves bigger fans after
they began following their teams through social
media outlets
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LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
The marketing staff at Oregon State University used
information collected on the Beaver’s Facebook page
from “friends” to contact them in an attempt to
increase the donor base. People from 20 countries are
represented on OSU’s page, 92 percent of them are
younger than 44 and 58 percent are 18-24, providing
a much greater reach than traditional donor
marketing campaigns.
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LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
For its midseason showcase, the Winter
Classic, the NHL partnered with NBC to
conduct a Watch-and-Win promotion on
Facebook where fans were asked to
register at the league’s Facebook page.
During the game, names of selected
winners would appear on the TV screen.
Those fans would then receive phone
calls from NHL staffers with questions
related to the Winter Classic game.
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LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
Prizes including a Honda CR-Z and a trip to the
NHL All-Star Game were awarded for correct
answers. The effort helped boost awareness
and usage of the NHL’s Facebook page, now
with more than 1.7 million fans. The game on
TV also grew to an average audience of 4.5
million viewers, the largest draw for a regularseason NHL game since 1975.
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LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
Prior to the 2014 Super Bowl between the Denver
Broncos and Seattle Seahawks, Facebook teamed up with
Fox Sports to integrate content from Facebook into Fox
Sports’ pre-game television programming, including
public comments from Facebook and Instagram users
about the football game as well as fan statistics based on
collective data from Facebook's members
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LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
The Boston Celtics created the “3-Point Play” ,a
Facebook game where fans picked three Celtic
players and predicted a specific statistic for an
upcoming game. Points were then awarded based on
accuracy and the risk level of a fan’s picks. After each
game, the top-scoring fan won tickets to an
upcoming home game.
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LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
New Era, who became the
officially licensed hat for
the NFL in 2012 (replacing
Reebok), used its
Facebook page to provide
fans with a sneak peek at
the brand’s new hats on
NFL draft day
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LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
FIFA managed to reach 451 million
Facebook users with officially branded FIFA
content throughout the 2014 World Cup
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LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
Twitter’s popularity has exploded recently, in
large part because it allows for the user to
control the dialogue without any filter, creating
a direct line of communication between the
athlete, celebrity or sports/entertainment
property and the fan
Nearly all NBA players are on Twitter, including
almost all of the game's biggest stars
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Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
According to tweeting-athletes.com (a site that
curates the twitter handles of athletes), nearly
9,000 athletes (ranging from NBA rookies to
Olympic stars) are on Twitter
Click here to visit the site and see which of your favorite athletes are on Twitter
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LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
The Miami Heat were voted “Team
of the Year” on ESPN’s ESPY
award show, thanks to voting on
Twitter, while Harry Potter was
named “Best Hero” by fans on
Twitter at the MTV Music Awards
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LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
Many teams, like the
NHL’s New Jersey
Devils, featured Twitter
related messaging
(from Twitter “handles”
to “hashtags”) on team
merchandise
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Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
In 2012, Nike debuted a Twitter campaign on New
Year’s Eve with the hashtag #makeitcount that was
supported (via tweets) by Nike endorsed athletes all
over the world
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LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
The campaign drew the ire of officials in the United
Kingdom and Nike subsequently became the first
company to have a social media advertising campaign
banned when it was ruled that star soccer players
Wayne Rooney and Jack Wilshere’s tweets didn’t
clearly state they were advertising
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LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
The 2014 #Oscars tweets made an unprecedented 3.3
billion impressions
According to Time magazine, Barack
Obama’s election-night photo of him
embracing his wife held the record
with over 778,000 retweets; it took
less than an hour for Ellen Degeneres’
“selfie” tweet to beat his record and
hit over 1.2 million retweets
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LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
Sports Networker’s Twitter sports marketing guide
analyzes the top twitter users in sports (teams like
the Lakers and Real Madrid who enjoy the highest
follower counts on Twitter) and offers five key
steps for marketing a brand and interact with fans
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LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
1. When in Doubt, Tweet
2. Respect the Fan
3. Use the Resources You Have
4. Follow Back and Listen
5. If it isn’t Broken, Don’t Fix it
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LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
The Vancouver Whitecaps, MLS
expansion team opening play in 2011,
took full advantage of YouTube by
launching a "30-Day Countdown"
marketing initiative that featured thirty
consecutive days of viral videos
introducing the team to the city of
Vancouver, decorating landmarks,
interviewing celebrities, displaying 3D
billboard projections, and more
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LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
JK Rowling took to YouTube to create buzz prior to her
Pottermore announcement on the Harry Potter YouTube
channel by placing an interactive placeholder which
featured a collection of owls that refused to budge,
shaking their heads if touched — referring to the teaser
line, "The owls are gathering... Find out why soon."
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LESSON 4.9
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© 2014 by Sports Career Consulting, LLC
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LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
Rolex, in support of its long and storied
relationship with Wimbledon, launched a “Golden
Moments at Wimbledon” channel on YouTube
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
The Harlem Globetrotters have successfully created a
connection with fans by creating memorable content on
their You Tube channel, including a clip of one of their
players dunking a basketball without jumping (which has
garnered over 4 million views already). They later added
an interactive element by challenging fans to the "World’s
Largest Game of H.O.R.S.E." Fans were encouraged to
submit video of their best trick shots and would later be
attempted by a Harlem Globetrotter player. “Letters" were
awarded weekly, based on fan voting, and prizes were
distributed accordingly.
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
Many sports and entertainment business
professionals utilize LinkedIn, not only as a
networking and recruiting tool, but also as a
means by for exchanging ideas and information
and tracking current industry trends
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
The Milwaukee Bucks post
photos of the Bucks’
gameday experience on
their official Flickr page,
providing fans with a behind
the scenes look at the team
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
In 2012, the
Puerto Rico
Open became
the first official
PGA Tour event
to actively use
Pinterest during
tournament as a
promotional tool
and means for
engaging fans
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
The San Francisco Giants Pinterest page features
pictures ranging from 2014 Opening Day to
photos of the 2013 championship ring ceremony.
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
In 2012, Major League Baseball became the first
professional sports league to have every single one of
their franchises on Instagram while creating web-based
versions of their Instagram feeds so fans could view
photos from the league and their favorite teams online
Just one month into the 2012 season, there was already
a 400% increase in Instagram photos posted from big
league parks compared to the entire 2011 season when
more than 40,000 photos of ballparks were posted
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Copyright
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
Instagram was more popular than Twitter as the
most popular social medium among athletes
eligible for the 2014 NBA Draft
VS
Click here to see an infographic illustrating Instagram’s growth in popularity
with young pro athletes
Copyright
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
To build buzz for the release of her "Burn" music video,
Ellie Goulding enlisted her fans (via mashable.com) to
create Vines inspired by their nearest and dearest
friends. The short clips streamed in on Twitter and Vine
using the hashtag #ellieburnvine, with the best ones
mashed up in one video (below) before the official
release.
Copyright
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
According to a sportingnews.com story: “When the Giants
caught themselves in a bind without someone to throw
out the first pitch in 2014, the digital team adapted on
the fly and created a "#SFGBucketList" social media
contest. It asked fans "why should you throw out the
first pitch?" The submissions were plastered across the
team’s jumbotron and throughout AT&T Park. Ten
minutes after the contest opened on the team’s social
platforms, a fan responded with a catchy six-second
video that ended up securing him a chance to throw out
the first pitch.”
Copyright
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
The Minnesota Timbewolves and Minnesota Lynx
hosted a Google+ “hangout” with season ticket
holders, allowing fans to interact directly with front
office executives
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
Google leveraged their Google+ platform during the
2014 World Cup for a fun augmented reality campaign,
offering fans an opportunity to have their faces
painted with colors of their favorite team “virtually” by
simply uploading a photo of themselves and tagging it
with a hashtag of the team they support
Click here to check it out
Copyright
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
In 2013, Champs Sports included its Tumblr
address in its TV commercials throughout the NBA
playoffs, a move AdWeek suggest’s was the first
time a major brand featured its Tumblr page in an
ad campaign
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
The Boston Celtics created a customized, branded
“Evite” for users of the popular evite.com website
in an effort to help group leaders organize and
promote a Celtics outing
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Copyright
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
In 2013, UStream invested in the exclusive rights
to broadcast the popular music festival, Bonnaroo
(in 2012 YouTube had the rights and in 2011 Vevo
was the festival’s live stream partner).
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
The NBA launched its first Snapchat initiative by
highlighting the 2014 Sprite Slam Dunk
contest through the popular social platform
Click here to read an interesting sportingnews.com story on “Snapchat’s rise as
the ‘it’ social media channel in sports”
Copyright
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
Many NHL teams have partnered with the website
www.beardathon.com to help raise money for their
team charity as a way to piggyback on a longstanding
NHL tradition where players do not shave during the
playoffs.
In 2012, the “beard-a-thon” began integrating a
number of social media elements, including Twitter,
Pinterest, Facebook and even a Facebook app that
allowed those unable to grow facial hair the opportunity
to participate through augmented reality (the beard-athon effort raised over $520,000 for charities in 2012)
Copyright
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
Copyright
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
Taking it a step further, the Boston Bruins
launched a unique “network” (called the DEN
page) to serve as a portal to all the team’s social
media efforts, from Facebook to Pinterest, a
gateway to its mobile app, and a home for video
and other digital content offerings (the site
attracts more than 2.5 million fans every month)
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Copyright
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
To promote the 2013 blockbuster film “Man of Steel”,
Walmart implemented a multi-platform digital
marketing strategy that featured an augmentedreality mobile app that allowed fans to take photos
with the caped crusader, a free digital comic book,
and a social media campaign with the hashtag
#SeeSteelFirst (part of the overall marketing
campaign featured a promotion that provided
Walmart customers with the opportunity to see the
film a day before its official premiere)
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Social Media Marketing
To commemorate the retirement of New York Yankee
legend Derek Jeter, Jordan Brand rolled out a
#RE2PECT campaign via several social platforms,
including Twitter, Instagram, Facebook, and YouTube
Click here to watch the commercial
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Location-based Marketing
Location based social networking allows
users to “check into” businesses at a
physical location using a mobile device
while alerting their friends and contacts
know where they are and, in some
instances, to receive coupons and discounts
at the establishment at which they are
visiting (think of it as the convergence of
social media and mobile marketing)
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Location-based Marketing
The MLB Fan Cave in New York is a customized
Foursquare-linked smart phone vending experience that
dispenses official MLB baseballs upon user command.
Pedestrians on the streets of NYC who encounter the
experience can use their smart phones to check into
"THE FRANCHISE on SHOWTIME" via Foursquare,
notifying the intelligent storefront to release a baseball.
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Location-based Marketing
Leading up to the 2012 Olympic Games, Foursquare
users were encouraged to check-in to Olympic venues
around the world (the official Foursquare featured
more than 40 historic sites and venues from past
Olympic Games) for an opportunity to win a trip to
London while GetGlue sports fans were able to collect
stickers for watching all their favorite Olympics sports
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Viral Marketing
Viral marketing describes any strategy that
encourages individuals to pass on a
marketing message to others, creating the
potential for exponential growth in the
message's exposure and influence
Viral marketing is the digital marketer’s
version of “word-of-mouth” advertising
Copyright
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Viral Marketing
Nike launched a video as a way to tie in with the 2014
World Cup (named “Risk Everything” featuring some
of the biggest names in soccer) that racked up more
than 56 million views in just one week
Copyright
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Viral Marketing
Less than 24 hours after posting to YouTube, the Miami
Heat’s version of the “Harlem Shake” racked up more
than 2 million views, ultimately amassing more than 1
billion views in just 40 days
Copyright
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Viral Marketing
In the summer of 2013, DirecTV released a rap
video featuring Peyton and Eli Manning which
generated over 7 million views in the first week
of its release
Copyright
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Viral Marketing
Also in the summer of 2013, the band Mumford &
Sons enlisted actors Jason Sudeikis, Jason Bateman,
Will Forte, Ed Helms to play them in their ‘Hopeless
Wanderer’ music video, attracting more than 5
million views in less than two weeks
Copyright
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Digital Marketing Strategies
Ultimately, this shift in marketing trends
creates new opportunities for the sports
and entertainment industry
John Meindl, President of SPORTSBRANDEDMEDIA says on
their website: “Sports, TV, movies and music each offer
successful marketing models. But when sports and branded
entertainment work in unison, the result can cut through the
clutter of advertising messages and enable you to reach your
target audience in a unique and effective way. Executives
from sports and entertainment will share their insights and
demonstrate how the power of sports can help you build your
brand, engage your customers and sell your products.”
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.9
Blank Slide Available
for Teacher Edits
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© 2014 by Sports Career Consulting, LLC
LESSON 4.9 REVIEW (ANSWERS)
Marketing
Applications
1) Understand the concept of digital
marketing
Today’s consumer is more cognizant
of the marketing messages all around
them, leaving them more likely to
tune out advertisements or other
forms of marketing communication.
Digital marketers turn to technology
to help reach target consumers.
Marketers must be creative and
innovative to connect with today’s
consumer and target audiences.
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© 2014 by Sports Career Consulting, LLC