This document proposes ways for ESPN and Foursquare to collaborate by integrating sports content and gamification features. It suggests ESPN provide scores, news and tips to Foursquare users who check-in at sports venues. Users would earn badges for checking into different teams, sports and events. Case studies show how other brands like CNN integrated with Foursquare during the World Cup. The document recommends recognizing both major league and smaller venues. It also proposes ways to highlight top Foursquare users, or "mayors", through features on ESPN platforms and a leaderboard.

1. ESPN
& Foursquare
Analysis | Opportunities | Recommendations
by JESS3

2. Foursquare ESPN
Mayors of = Superfans
Sports Venues
let’s take advantage of this.
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3. Why Foursquare?
2 million users
(and growing FAST)
Embraced by brands
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4. Foursquare
users are
sports fans
• Five of the first 20 Super Swarms (250
people checked in to the same venue)
were at sports events
• 150,000 check ins just at MLB stadiums
• How does the Durham Bulls Athletic Park
have nearly as many check ins as the Rose
Bowl? That’s how quickly Foursquare has
grown in 2010!
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5. The Indy 500
was the first
post-SXSW
Super Swarm!
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6. What would fans get by
checking in at a venue?
• Opportunities to win various Foursquare badges
• Access to scores and news on ESPN MobileWeb
• Tips, scores, and news about that venue or game
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7. Tips, News, and Scores
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8. By checking in, users
would be able to access
ESPN MobileWeb
If you checked in at
Wrigley Field for a
Cubs-Phillies game,
you’d be invited to
visit the Cubs or the
Phillies clubhouses
on ESPN MobileWeb
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9. Users would also get
scores and news
directly on Foursquare
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10. ESPN Could Provide:
Tips, NEWS, Scores
ESPN
Carlos Beltran will make his season debut Thursday night when the Mets
begin a four-game road series against Tim Lincecum and the San Francisco
Giants.
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11. ESPN Could Provide:
Tips, News, SCORES
ESPN
Mets (48-40, 18-24 away) at Giants (47-41, 25-17 home).
Starting Pitchers: New York: Dickey (6-2, 2.77 ERA) San Francisco:
Lincecum (9-4, 3.16 ERA)
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12. ESPN Could Provide:
TIPS, News, Scores
ESPN
AT&T Park’s playing field is composed of a Kentucky bluegrass blend, with
a crushed volcanic rock infield and rubberized tartan-surface warning
track.
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13. Case Study 1: C-SPAN
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14. 14

15. Case Study 2: History Channel
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16. 16

17. Badges
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18. Some badges
would be easy to
attain, while
others would take
more fan loyalty
and commitment.
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19. Badges for
ESPN Shows
• Viewers would also be
awarded badges based on how
often they check in to shows
• Examples: Monday Nighter
Badge, X Games Badge, PTI
Badge
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20. Badges for
Various Sports
• Some viewers are diehard college
basketball fans; some are puckheads;
others watch every sport
• Viewers would get badges based
on how often they tune in to a
certain sport
• Examples: Baseball Badge,
Leatherhead Badge?
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21. Badges for Cities
• Viewers who attend or
watch the most sports in
one city would win badges
for that town
• Examples: Philly Sports
Fan; Boston Sports Fan
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22. Badges for “Nations”
• If a fan watches one team a
certain amount of times, he or
she would be awarded a
badge that shows they’re part
of, say, Red Sox Nation.
• Example: Red Sox Nation
Badge; Who Dat Nation Badge
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23. Owner’s Suite Badge
• Fans who checked in to 25 events
across various sports
• Sweepstakes among all badge
holders to determine “Ultimate
Sports Fan”
• Winner could make cameo on a
SportsCenter ad wearing a
Fourwquare mayor crown
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24. All-Star Badge
• Viewers who witness
exceptional performances:
Hat tricks, perfect games,
200-yard rushing games
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25. Champions Badge
• Viewers who tune in to
championships games and
declare their loyalties
• Foursquare already launched
this for the NBA Finals
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26. V Badge
• Available with a special shout
• Only during College Basketball
Championship Week
• For each badge earned, ESPN
donates to the V Foundation
(up to a maximum)
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27. Case Study: CNN and
World Cup
• Fans were eligible for
two CNN badges
• The "South Africa Explorer"
badge was for people attending
games in South Africa
• The "Super Fan" badge was for
fans watching in one of the other
31 countries competing
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28. Other Case Studies
World Cup 2010 Dew Tour Super Fan NY Times Olympian
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29. Venues
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30. ESPN should recognize
all pro sports venues,
but also minor leagues,
college, local, and
“heritage” venues.
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31. Yankee Stadium: 12,189 check ins
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32. Rose Bowl: 1,298 check ins
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33. Durham Bulls’ Park: 1,090 check ins
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34. Even Augusta National
has a few hundred...
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35. Every team also has its own
unofficial hallowed ground
ESPN should recognize these
“heritage” locations as well
For example…
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37. How will ESPN
highlight mayors?
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38. On Air
• Mayors could have cameos on
SportsCenter ads
• ESPN could encourage participation by
offering rewards
• Mayors could win tickets or opportunities
to be interviewed on air
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39. Space on espn.com
• espn.com should have an interactive
map showing “sports fandoms”
• The “fandoms” that have the most
check-ins will recognized
• Each city or fandom will have its own
page where the mayor will be displayed
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40. Leaderboard
• espn.com would have a leaderboard
for stats for various categories
• Users should have to opt-in
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41. Foursquare API
• Building around the API
helps brands stand out
• ESPN could integrate
foursquare checkin
functions in the
ScoreCenter iPhone app
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42. Integrate with ESPN Passport
• Checking in on
foursquare
automatically updates
your ESPN Passport
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43. Looks like you have
some dead accounts
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44. JesseThomas@JESS3.com LeslieBradshaw@JESS3.com
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