Digital and social technology are dramatically reshaping the way consumers watch, play, share, and shop for all things sports-related. Is your brand ready?
Sports 2.0 | How digital & social technology are reshaping the sports industry.
1. SPORTS 2.0
Digital and social technology are dramatically reshaping the way consumers
watch, play, share, and shop for all things sports-related.
Is your brand ready?
3. Introduction.
Five years ago, the only way for a sports enthusiast to get her barroom and living room reverberated across continents and
fix was the old fashioned way: watch it on TV (or in person), echoed throughout the social web, reminding every viewer
listen to it on the radio, read about it in a newspaper or how truly connected our world has become.
magazine, discuss it with friends and neighbours, or participate
in it yourself. As the agency that coined the term brand infiltration™,
Espresso is acutely interested in understanding how consumer
But that was before social networks like Facebook, YouTube, expectations are changing in step with evolving technology—
and Twitter became mainstream. That was before Wii Fit, not to mention the demographic shifts, economic factors, and
RunKeeper, MiCoach, and NikePlus started competing for a cultural phenomena that challenge our clients to rethink,
share of our fitness focus. That was before the proliferation of revisit, and reinvent the way they engage with their customers
smartphones, instant messaging services, 3G networks, and both on and offline.
broadband turned a decades-old media distribution model
inside out and upside down. That was before sporting event Sports 2.0 examines the challenges and the opportunities
ticket prices began outpacing inflation and in-person facing sports brands as they adapt to new consumer
attendance began a precipitous decline (in sync with the global expectations, and highlights new plays, sharp moves, and a
economic crisis). That was before the first generation of digital game plan that ensures success in a Sports 2.0 world.
natives came of age, TIVOing and multi-tasking their way
through the world like a pack of Tasmanian Devils. Because if you’re going to play the game, you’d better know
all the rules.
That was Sports 1.0.
Game on!
Sports 2.0 is a whole new ballgame. Digital and social
technology have dramatically and undeniably altered the way
fans and athletes alike discover, experience, access, participate
in, and share their love of the game. We saw this
transformation play out on a global stage during the 2010 FIFA
World Cup. Not only was the 2010 World Cup remarkable Jacquelyn Cyr
because it was (cumulatively) watched by 26 billion people, Chief Executive Officer
making it the most watched sporting event in human history— Espresso
but also because it was watched across so many platforms and
so many devices simultaneously. The cheers and boos of every
3
5. “
The stadium is flattening.
We're all part of a new genre in
content creation and consumption
called ‘fanned media.’ The fan
voice is louder, infinitely more
networked and viral, more
inclusive, and unquestionably
—and wonderfully—global."
—Pete Blackshaw, Executive VP of Nielsen Online Digital Strategic Services
5
6. 5 billion.
The amount o
f individual pie
(links, news sto ces of content
ries, blog post
etc.) shared on s, photo album
Facebook eac s,
h week.
6
DATA: http://www.facebook.com/press/info.php?statistics
7. 3.5 Million.
The number of status updates posted on Facebook
during the final 25 minutes of the 2010 gold medal
Olympic men's ice hockey tournament between
the U.S. and Canada.
7
DATA: http://techcrunch.com/2010/03/01/facebook-olympic-status-updates/
8. 20 Million.
The number of people that become “fans”
of Pages on Facebook each day.
8
DATA: http://www.facebook.com/press/info.php?statistics
9. $71.84
The average additional amount
Facebook fans spend on products
for which they are fans compared
to those who are not fans.
9
DATA: http://mashable.com/2010/06/12/facebook-fan-value/
10. 41 percent.
The increased
likelihood that
recommend a a Facebook fan
fanned produc will
compared to n t to their friend
on-fans. s as
10
DATA: http://mashable.com/2010/06/12/facebook-fan-value/
11. “
To be successful with today’s
consumer, a strategy of mass
production or mass marketing
is no longer sufficient.”
—adidas Group
11
12. 50 MILLION.
The average number of “tweets” per day on Twitter.
12
IMAGE: thesweetg / photocase.com
DATA: http://blog.twitter.com/2010/02/measuring-tweets.html
13. 7 HOURS.
The amount of time it
took LeBron James
to amass his first 150,00
0 Twitter followers.
13
IMAGE: elsone / photocase.com
DATA: http://mashable.com/2010/07/06/lebron-james-twitter-2/
14. “
Whether it’s Tweetups or
Facebook apps, social is
definitely something our
teams view as a ‘must
have’ fan touch point.
—Michael DiLorenzo, Director of Social Media Marketing and Strategy, NHL
14
15. 32 percent. of Twitter users th
at make specific
once a week.
The proportion a Twitter at least
ndations vi
product recomme
15
DATA: http://www.briansolis.com/2010/09/twitter-is-home-to-the-most-influential-consumers-online-are-on-twitter/
16. “
Many large sports franchises
are still just dipping their toes
in the social media ocean,
and are missing an opportunity
to capture fan enthusiasm
as a result.”
—Mashable, June 2010
16
17. 1 in 4.
The number of fans that follows statistics from other
live games while watching a game, match, or race.
17
DATA: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=123022
18. “
When it comes to media
selection, we focus on
investing in those media
channels that deliver high
return on investment,
therefore our focus on
digital.”
—Antonio Lucio, Chief Marketing Officer, Visa
18
19. 29 minute
The averag
TV and we s.
e length o
b users du
f time spen
ring the 20
t online by
09 Super B
simultaneo
owl.
us
19
IMAGE: madochab / photocase.com
DATA: http://blog.nielsen.com/nielsenwire/online_mobile/14-multi-tasked-and-got-social-on-the-web-during-super-bowl/ feb, 12 2010
20. Facebook.
The second most popular online destination during
the 2009 Super Bowl (after Google), visited by 34%
of all simultaneous TV and web users.
20
IMAGE: luxuz::. / photocase.com
DATA: http://blog.nielsen.com/nielsenwire/online_mobile/14-multi-tasked-and-got-social-on-the-web-during-super-bowl/ feb, 12 2010
21. Meanwhile… —— NIELSEN RATING
—— COST OF A 30 SECOND AD
21
DATA: http://tvbythenumbers.com/2009/01/18/historical-super-bowl-tv-ratings/11044
22. “
While 100 million saw [our]
Super Bowl ads air once,
online interactions with
the ads now number
more than 500 million.”
—Coca Cola
22
23. 26 billion.
The cumulative viewing audience of the 2010
FIFA World Cup, making it by far, the world’s
largest sports broadcast in history.
23
DATA: http://www.cbsnews.com/8301-31751_162-20007587-10391697.html
24. One-th ird. ie wing aud
ience tha
t
n of the v content
Estimat ed portio orld Cup
10 FIFA W
d their 20 .
consume rm 24
TV platfo
IMAGE: secretgarden / photocase.com
DATA: http://tvbythenumbers.com/2010/07/18/world-cup-ratings-out-of-home-viewing-adds-14-non-tv-platforms-add-32/57429
on a non-
25. “
For all the talk about fragmentation,
fans are forgoing the DVR, flipping
on Facebook or Twitter on a side
device and tuning in to sports, en
masse. New technology is enabling
phenomenal new and exciting levels
of interaction between fans and
sports (with marketers finding a place
within the medium).”
—Dan Shanoff, Founder, Quickish
25
27. The New Playbook.
Back in the day, marketing was pretty straightforward.
Then the web came along. TiVo. DVR. Smart phones.
Social networks. Everything became sped up and
amplified. And consumers—including even the most
avid sports fan among us—became increasingly tired
of being marketed at.
We may love the sports, the athletes, and the brands
they are associated with, but the last thing we want is
more ads.
Today’s savvy consumer won’t be won over simply
with great creative. But we sure will respond to a
great experience. We continue to long for real value,
real relevance, and real connection.
So surprise us. Inspire us!
And for heaven’s sake, stop trying to “think outside
the box.” In fact, forget the box.
In a Sports 2.0 world, there is no box.
But there are some smart plays and some proven
guidelines. On the following pages, we’ve shared our
favorites among them.
May they help your team make all the right moves
in the coming year.
27
28. 1. Create Experiences, Not Ads.
Picture this: a bouncy, inflatable megaslide in the shape of a Nike swoosh appears at the world’s coolest
beaches. Beach go-ers can’t resist trying it. Photographing it. Posting it to Facebook. And Flickr. And Twitter.
And YouTube. Telling their friends online and offline. Pretty soon bloggers start featuring it. Major media starts
covering it. It becomes a print ad; a TV ad; a viral phenomenon. All the while, reinforcing the brand image Nike
has worked for decades to cultivate. There’s nothing timid or ordinary about it. It’s not an ad, it’s an
experience. And it’s the kind of dazzling, memorable experience that people love talking about.
That’s Sports 2.0.
28
IMAGE: http://www.thecoolhunter.net/article/detail/1797/nike-extreme--just-experience-it
29. 2. Cultivate Community.
Picture this: A major league baseball team is experiencing its their passion for the home team—the same way they already
lowest attendance in years. Do they slash ticket prices? Ramp do.
up their ad spend? No. Instead, they roll out the red carpet to
sports fans with big social graphs, as part of their “Tribe Social To augment the physical Social Deck, the Indians also rolled out
Deck” initiative. an online version dubbed the “Social Media Clubhouse,” where
fans gather to share their love, their frustration, their hopes,
What’s a Social Deck? For now, it’s a 10-seat section on the left their photos, and so much more.
side of Cleveland’s Progressive Field that’s earmarked for fans
and “influencers” who love to tweet, post, and generally share That’s Sports 2.0.
29
30. “
As technology becomes more
pervasive, the world becomes more
interconnected and word-of-mouth
travels further. Outsized marketing
budgets become less impactful,
compared to building great
products and fostering passionate,
loyal communities.”
—Jason Jacobs, CEO, RunKeeper
30
31. 3. Engage Your Fans.
Picture this: an NFL team wants to drive fan engagement and boost
merchandise sales during a challenging holiday season. Instead of relying
on coupons, annoying email blasts, or gimmicky ads, they create a
campaign that’s all about the fans—a photo contest that invites fans to vote
on/submit photos of themselves wearing team gear. Daily and weekly
prizes, including autographed memorabilia, tickets to games, and premium
merchandise are awarded. But it’s the team—the Oakland Raiders—that is
the real “winner,” amassing over 1 million votes, 2000 submissions, and a
20+% increase in site traffic in just a matter of a weeks—and at a fraction of
the cost of a traditional holiday campaign.
That’s Sports 2.0.
31
IMAGE: http://www.flickr.com/photos/51035737977@N01/3923303152/
32. n The Barriers.
4. Break Dow u’re at a Toronto Bl
ue Jays game
and
ing
you tweet your
seat location.
t retweeted ts
handed a “I go iguing 140-character
Moments
hirt” from the
Picture this: Yo st pitch and be t intr
ing out the fir while your mos nal “historical
tweets”
late r, you’re throw and Fan Act ivation Intern, ongside fictio This
otions field, al ntasy? Nope.
Blue Jays Prom tron in centre arter. Just a fa
sted to the Jumbo g_O ut) and Joe C ll fran chise
update gets po t (@in_the_Dou loved baseba
ons Doug Aul e Toronto’s be in Canada in
fro m Blue Jays ic ppened th is season sinc Trending To pic on Twitter
of what’s ha own as the No.
1
is but a taste sdays—also kn
instituted #tweetingtue
s.
recent month
2.0.
That’s Sports 32
IMAGE: http://www.flickr.com/photos/25652598@N06/4511808861/
33. e .
5. Enhan ce The Fan Experienc duke it out in the post-
season. You don’t want
izens Bank Pa rk watching the Phillies r iPhone, fire up the ML
B
Picture this: You’re at Cit ng. So you whip out you
action, bu t your stomach is growli card, and sit tight until your
to miss a second of the tions, pay with a credit
one of several tasty op
At Ba t app, place an order for
t to your seat.
food is delivered—righ -centric
on iTunes. But with fan
-related apps available
e of the most expensive sports ds, live scoreboard, and now the
At $14.99, At Bat is on e roster and player car of
eo streaming, interactiv No. 1 top grossing app
featur es like live audio and vid in-venue location, it’s no surprise that it’s the
sions to your baseball fans across the
U.S.
ability to order conces t is being used daily by
all time and one of the few apps tha
That’s Sports 2.0.
33
34. 6. Dive In.
Picture this: You’re a major sports beverage brand. You know this social media demanded content, address product concerns, increase engagement (by 250%!)
‘thing’ isn’t a passing fad, so instead of treating it as a side project, you utterly and reduce exit rates (from 25% to 9%).
embrace it. You create a Social Media Mission Control Center—a war room of
sorts—where five members of the brand’s marketing team use six big monitors Sound amazing? It’s all in a day’s work for Gatorade, the brand with a mission to
to track everything consumers say, think, blog, and tweet about your brand, your “take the largest sports brand in the world and turn it into the largest
competitors, your athletes, and your industry—and then respond in real-time. participatory brand in the world.”
You use the data that’s collected to optimize landing pages, create fan- That’s Sports 2.0.
34
35. 7. Give ‘Em Power Tools.
Picture this: You’re training for your first marathon. A friend recommends Nike+, a community of over 3 million
runners who are collectively logging, sharing, competing, and musically-augmenting their training thanks to a little
bit of technology that collects in-activity fitness data and lets you monitor progress and get coaching so that you
improve.
Now imagine this inspires you to quit your job and pour all of your passion and energy into building a mobile
service that enables GPS-based fitness tracking, eliminates the need for a separate sensor or pair of shoes, and
works for not just running, but sports like cycling and skiing as well.
2.4 million downloads (and just two years) later, imagine your little Boston-based company (RunKeeper) has a Top
10 iPhone app on the books and is fostering real competition from global brands like New Balance and Adidas.
35
That’s Sports 2.0. 35
36. 8. Play! d some 2 millio
n Tony Hawk fa
ns are
s to
Ea ster Sunday an stream, looking for clue
Picture this: It’s legend’s Twitter have been
ateboarding other cool mer
ch
watching the sk cks, guitars and easure Hunt,
where skat eboards, backpa S. Part of Haw k’s 2nd annual Tr
sites across the
U. tradition, while
hidden in 60+ a decade’s old
tag has put a fresh spin on rate, and share
the #THTH hash te, play, collabo
e audience a way to compe
giving a captiv g.
their love of skateboardin
0.
That’s Sports 2.
36
IMAGE: http://www.flickr.com/photos/12325410@N00/395028468/
37. “
I will predict that location-based mobile
services are going to be a huge new
connection point between sports marketers
and sports fans, combining the reach of a
platform like Foursquare with the
individualized (or ‘in-the-bar’) access to fans
at a key point of purchase.
In other words: Get ready for ‘Coorsquare.’”
—Dan Shanoff, Founder, Quickish
38. 9.
Location,
Location,
Location!
Picture this: You need a new pair of sneaks. So
you head down to your favorite local sporting
goods store, and upon arrival, you “check in” via
FourSquare. And since you’ve checked in so
many times, you unlock the Mayor badge—which
happens to come with a $10 electronic gift card
that is instantly redeemable. Now imagine your
status as Mayor is projected on a 50” plasma
screen near the store entrance, challenging other
frequent shoppers to oust you as Mayor and win
their own gift card.
In June 2010, this very scenario played out at
hundreds of Sports Authority locations across the
U.S. The concept is simple: location-based
mobile services now make it possible for sports
brands to connect with sports fans wherever,
whenever, and however they want. From the
social network to the in-store/on-site activation,
geo-social platforms like FourSquare, Gowalla,
Facebook Places, Loopt, Wifitti, and SCVNGR
(among others!), are combining massive reach
with an individualized touch… and opening the
door to a slew of exciting new opportunities.
That’s Sports 2.0.
38
39. 10. Experiment.
Picture this: The president of the fastest growing sport (who has 1.2 million Twitter Within two (2) hours, over 15 million directly accessible impressions of this event—
followers) tweets that he’s headed to a bar, has free tickets to give away, and will and all three brands that participated (UFC, Bud Light, and Dave & Buster’s)—are
bestow them upon the fan who beats him at Pop a Shot. Twelve (yes, 12!) seconds made across Facebook and Twitter. Then NBC and Heavy.com show up to cover the
later, the first fan shows up at the bar. Within minutes, 200 more arrive. Bud Light, story. And one lucky fan scores a 60 at Pop a Shot and a seat next to Dana White at
the strategically-chosen marketing partner for this social media experiment, kicks in the next UFC match.
free beer for the first 100 fans that arrive and say “Hey UFC, give me a Bud Light!”
That’s Sports 2.0.
39
IMAGE: http://www.flickr.com/photos/37552189@N06/3492372604/
40. “
Twitter is amazing. You can talk
directly to your fans instantly…
Why would I not want to talk
to somebody who loves what
I do just as much as I do?
I could sit there and hang out
and talk with the fans all day.”
—Dana White, President, UFC
40
42. Ready. Set. Infiltrate!
Sports have always been a social medium. One might say that the rise of social To thrive in a Sports 2.0 world, brands will have to look beyond the tried-and-
platforms like Facebook and Twitter is simply a natural extension of how we’ve true marketing strategies that worked in a pre-2.0 era. They’ll need to be
experienced sports for eons. They’ve amplified our passion and enthusiasm, nimbler, bolder, and ever more innovative in the products they produce, the
sped up our ability to discover, share, and participate in the conversation, and services they provide, and the stories that they tell.
connected us in ways that no medium—not even broadcast TV—was able to in
the past. Because let’s face it. The days of marketing at people are over. The time has
come to start marketing with them. Instead of wasting precious dollars building
From creating active communities of fitness enthusiasts to turning live events brands and campaigns that people ignore, why not create inspiring, inventive
into massive yet intimate global experiences, digital and social technology are consumer-driven experiences instead? Around here, we call that brand
making the sports industry more social, more participatory, and more personal infiltration™.
than ever before.
So get ready. Get set. Infiltrate!
43. Hi, we’re Espresso.
We’re an organization that firmly believes it’s time to stop wasting precious marketing
dollars creating ads that people ignore, and focus instead on creating fully integrated
experiences that infiltrate all channels to drive sales. We’re super-committed to
doing it in the most [cost-]effective way possible – while never losing sight of our
relentless pursuit of being Amazing at Life™.
STAY IN TOUCH,
WHY DON’T YOU?
TORONTO
Jacquelyn Cyr, CEO + Owner
416 620 6773
jacquelyn@brandinfiltration.com
BOSTON
Marta Kagan, Managing Director, US
617 477 5811
marta@brandinfiltration.com
THE STATS
Founded: 1996
Staff: 30
Key clients:
Callaway, Carlsberg, City of Toronto,
eBay, Koodo, Samsung, Pearson
brandinfiltration.com