My team and I were tasked to conduct market research on the millennial generation, and provide suggested strategies and tactics to engage with that demographic. After much hard work and determination, we were selected as the winners of the Fox Sports University Challenge at the University of Iowa.

1. Fox Sports Challenge
NATHAN DICK | MIKE GLOER | EDUARDO SILVA | CONNOR SIMMONS

2. Agenda
Problem
Statement
Initial
Considerations
Key Findings
Strategy &
Tactics

3. Problem Statement
Millennials’consumption of “traditional” television is shrinking,
as they are opting to stream video content via on-demand and
internet-based platforms.
In order for Mediacom to capture and retain the millennial
generation, it is imperative that they find new ways to showcase
and promote their existing channels (Fox Sports Go & BTN2Go)
to foster long-term profitability and growth.

4. Initial Considerations
1. What type of content do millennials prefer to consume on the go?
2. How do millennials interact with streaming and TV everywhere
services?
3. How, when and where do millennials prefer to consume media?
4. What marketing tactics are effective for engaging the millennial
demographic?
5. What do millennials look for in a service provider?

5. Primary Research Methodology
Focus group (Tippie MBA students)
• Friday, April 8
• Questions: 8
• Participants: 5 (3 male, 2 female)
Marketing Institute Survey
• Sample size: 1,228
oCleaned sample size: 543
• Gender breakdown: 22% male,
73% female, 6% unknown

6. Key Findings

7. Millennials consume more “entertainment”
content than sports content while on the go
TV shows
Movies
User-generated
content
Music videos
Millennials  Phone first
Older generations  TV first 3
Survey:
50% do not watch media on the go at all
22% watch TV shows on the go
16% watch sports on the go 2
SOURCES:1) MARKETINGINSTITUTEFOCUS GROUP,SPRING2016;2) MARKETINGINSTITUTESURVEY,SPRING2016,3)
ENTREPRENEUR:HTTPS://WWW.ENTREPRENEUR.COM/ARTICLE/247886
1
2
3
4
“I would watch a big
game on the go, only if
the interest threshold
is reached.” 1

8. Aside from TV, millennials use laptops first,
followed by desktops and smartphones
At least 65% of millennials use a
second device while watching TV
75% post to Facebook, 73% post
online, 49% tweet, 43% read an e-
book 1
Millennials are using YouTube
and Facebook first when it
comes to viewing/interacting
with sports content 2
YouTube has created its own
“network” of its best sports-
related content creators and
channels 3
SOURCES:1) VERIZONDIGITAL:MILLENNIALS AND ENTERTAINMENT,MARCH2014;2) FORTUNE:
HTTP://FORTUNE.COM/2015/11/16/MILLENNIALS-SPORTS-TV-STUDY/,3) SPORTINGNEWS:HTTP://WWW.SPORTINGNEWS.COM/MORE-
SPORTS-NEWS/4626505-REACHING-MILLENNIALS-IN-A-MULTI-DEVICE-WORLD-YOUTUBE-BRANDS

9. Using a second device while watching
TV/consuming media: Focus group response
SOURCE:MARKETINGINSTITUTEFOCUS GROUP,SPRING2016
“I am a TV watcher in the living room.
When I am on my phone while
watching TV, I am on Twitter. When
watching sports content, I am always
on my phone, I want to see my friends’
reaction”.”.
“I always have my phone open
on Twitter and text my friends
when sports events are on, or
during anything that is live.”

10. Millennial preferences in consuming media
Large TV screens (50%), laptops are
second2How
When
Where
5:00-11:59PM (94%)
Sat. & Sun. (57% and 66%
respectively) 2
Off-campus housing
(72%) and Netflix
(71%) 2
How Netflix won:
Encourage personalization
Provide original content
Allow consumer control 1
SOURCES:1) MILLENNIALMARKETING:HTTP://WWW.MILLENNIALMARKETING.COM/2015/12/HOW-DID-NETFLIX-
WIN-OVER-MILLENNIALS/;2) MARKETINGINSTITUTESURVEY,SPRING2016

11. Millennials desire_____ in media content
“For many people, watching
sports is the only reason why
they still have cable.” 4
Streaming Services
1. Rich and personalized
experience
2. Up-to-date content, stream
quality, speed 1
Cable Services and Bundles
1. Access to nationwide sports content
2. Channel/Package Customization
3. Great customer service
4. Reliable network (consistency) 3
SOURCES:1) VERIZONDIGITAL:MILLENNIALS AND ENTERTAINMENT,MARCH2014;2) MARKETINGINSTITUTEFOCUS GROUP,SPRING2016;
3) SPORTINGNEWS:HTTP://WWW.SPORTINGNEWS.COM/MORE-SPORTS-NEWS/4626505-REACHING-MILLENNIALS-IN-A-MULTI-DEVICE-
WORLD-YOUTUBE-BRANDS

12. Snapchat’s popularity and potential makes it
the best untapped social media platform
• 100 million active daily users
• 73% of Snapchat users are millennials
• 77% of college students use Snapchat daily
• 69% of college students would add a known brand
as their friend
• 58% of college students would likely purchase from
a brand that sent them a promotion via Snapchat
• 1% of marketers use Snapchat
SOURCE:EXPANDEDRAMBLINGS STATISTICS REPORT

13. Strategy and Tactics

14. Mediacom Strategy
Play up Xtream brand
• Name and service resonate with millennials
• New offering, lower brand awareness
• Expose millennials to something new/different
Live game showing
• “Xtream Gameday Poweredby Mediacom”
• First away game of year (Iowa @ Rutgers)
oDate: September 24, 2016
oLocation: Hubbard Park/ Pentacrest
• Widescreen outdoor projection

16. Mediacom (Xtream) Tactic
How does this work?
• Stream game on BTN
• Via Xtream platform
• Display Xtream
promotions on projectors
• Mediacom/BTN brand
ambassadors
• Free gear for app
downloads
Why this will work:
• Free event – no cover
fees
• Giveaways
• Hawkeyes + BTN +
Mediacom = recognition
• Brings the game to us

17. BTN Strategy
“Think like a millennial”
•Of those that watch BTN, 72%
do not utilize BTN2Go 1
•Cost-effective rewards
• "The millennial generation,
compared to others, yearns to
be noticed [the most]” 2
•Use Snapchat as touch point
Guerilla marketing
• Spark buzz around BTN2Go
• Engage the millennial
demographic
• Attain with incentives
• Create point of unity for B1G
schools
SOURCES:1) MARKETINGINSTITUTESURVEY,SPRING2016;2) NEW YORKDAILYNEWS:HTTP://WWW.NYDAILYNEWS.COM/LIFE-
STYLE/MILLENNIALS-COMPETITIVE-CRAVE-ATTENTION-STUDY-ARTICLE-1.1811762

18. BTN Tactic #1 – Big Ten Tailgate-To-Go
Campus brand ambassadors:
• Equipped with tablets ensure requirements are met
o Give food/water voucher
o Inform patron of free campus access
What we ask for:
1. Download the BTN2Go app
2. Add BigTenNetwork on Snapchat
What they receive in return:
• Free hot dog, burger, or locally enticing dish
• Free water bottle
High-Traffic Games:
Oct. 15th- Ohio State @Wisconsin
Oct. 22nd- Wisconsin @Iowa
Oct. 29th- Michigan @Michigan State
Nov. 5th- Iowa @ Penn St.
Nov. 12th- Minnesota @ Nebraska
Nov. 26th- Michigan @Ohio State

19. BTN Tactic #1 – Big Ten Tailgate-To-Go

20. BTN Tactic #2 – Get the App, Send a Snap
Stepsfor contestant:
Hashtag Options:
1.)#SportableStreaming
2.) #TheB1GGame
3.)#TheB1GSnap
4.)#FreeOnCampus
Download the BTN2Go App
Add BTNSnapContest on Snapchat
Submit Snap using BTN2Go Filter and
added Hashtag
Selection Committee decides winner
• Weekly basis
• SnapStory advertising

21. BTN Tactic #2 – Get the App, Send a Snap: Prize
Winning snapchat
picture here
Contest
#SportableStreaming
#FreeOnCampus

22. Fox Sports Strategy
• Great way to get fans
involved throughoutthe
season
Utilize
Snapchat
• Utilize NFL season,
especially postseason, for
promotions
Build
awareness
• Those watching game at
home will have access to
service provider
Leverage
Super Bowl

23. Fox Sports Tactic
Stepsfor contestant:
Hashtag Options:
1.)#SportableStreaming
2.)#CantBeatUsWithCleatus
3.)#SuperBowlSnapOff
4.)#FOXSportsGo
Add FOXSportsContest on Snapchat
Submit Snap using FOXSportsGo Filter
and added Hashtag
Selection Committee decides winner
3% of
respondents use
FOX Sports Go 1
SOURCE:MARKETINGINSTITUTESURVEY,SPRING2016

24. FOX Sports Go Super Bowl Snap-Off

25. Performance Metrics
Mediacom/Xtream
• Number of attendees
• at gameviewing event
• who download BTN2Go app
• Increase in traffic on Mediacom
website
• Sales of Xtream packages
BTN/FOX Sports
• Number of people who download the
BTN2Go, FOX Sports Go apps
• Number of people who
add Snapchat accounts
who attend Tailgate-to-go (BTN)
submissions to contests
• Buzz generated: Social media analytics

26. Summary
Tactic #1: Xtream Gameday by Mediacom
Tactic #2: BTN Tailgate-To-Go
Tactic #3: Get the App, Send a Snap
Tactic #4: FOX Sports Go Superbowl Snap-off

27. Thank

28. References
•Entrepreneur: https://www.entrepreneur.com/article/247886
•ExpandedRamblings Statistics Report
•Fortune: http://fortune.com/2015/11/16/millennials-sports-tv-study/
•Marketing Institute Focus Group, Spring 2016
•Marketing Institute Survey, Spring 2016
•Millennial Marketing: http://www.millennialmarketing.com/2015/12/how-did-netflix-win-over-
millennials/
•New York Daily News: http://www.nydailynews.com/life-style/millennials-competitive-crave-
attention-study-article-1.1811762
•Sporting News: http://www.sportingnews.com/more-sports-news/4626505-reaching-millennials-in-a-
multi-device-world-youtube-brands
•Verizon Digital: Millennials and Entertainment, March 2014