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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?
Introduction
Reality Check
The New Playbook
Ready. Set. Infiltrate!




                         2
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
Introduction

Reality Check
The New Playbook
Ready. Set. Infiltrate!




                         4
“	

  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
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
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/
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
$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/
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/
“	

  To be successful with today’s
  consumer, a strategy of mass
  production or mass marketing
  is no longer sufficient.”
  —adidas Group




                              11
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
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/
“	

  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
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/
“	

  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
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
“	

  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
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
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
Meanwhile…                                                               —— NIELSEN RATING	

                                                                                    —— COST OF A 30 SECOND AD	





                                                                                                            21


DATA: http://tvbythenumbers.com/2009/01/18/historical-super-bowl-tv-ratings/11044
“	

  While 100 million saw [our]
  Super Bowl ads air once,
  online interactions with
  the ads now number
  more than 500 million.”
  —Coca Cola




                                22
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
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-
“	

  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
Introduction
Reality Check

The New Playbook
Ready. Set. Infiltrate!




                         26
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
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
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
“	

  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
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/
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/
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
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
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
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/
“	

  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
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
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/
“	

  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
Introduction
Reality Check
The New Playbook

Ready. Set. Infiltrate!




                         41
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!
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
Infiltrate Now!
www.brandinfiltration.com

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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?
  • 2. Introduction Reality Check The New Playbook Ready. Set. Infiltrate! 2
  • 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
  • 4. Introduction Reality Check The New Playbook Ready. Set. Infiltrate! 4
  • 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
  • 26. Introduction Reality Check The New Playbook Ready. Set. Infiltrate! 26
  • 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
  • 41. Introduction Reality Check The New Playbook Ready. Set. Infiltrate! 41
  • 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