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Great Examples of Social Media Marketing in SportsBy Tyler BeckerIf you are a sports fan and social media aficionado, you are likely well aware of how large a roleWeb 2.0 platforms and applications play in the sports industry.With 40% of U.S. individuals utilizing second screen devices, it is tough to ignore the over-saturation of trending topics revolving around the big game, the star athlete, or the Twitter-revoked and tackle-taking cheerleader with weeklong glory. Sports fans are verbal, they arepassionate, and they are opinionated, which presents a unique opportunity for leagues and brandsto create brilliant examples of social media campaigns, contests, case studies, and even now, on-field tangibles to leverage this enthusiasm. With that, I bring you some spectacular examples ofsocial media implementation into the sporting world.MLB FanCave: An Offline-to-Online Content PowerhouseMajor League Baseball introduced in 2011 their Downtown Manhattan, New York based socialmedia hub called the FanCave. The idea: two fans, fifteen big-screen TV’s, and a season-longjourney to watch every MLB contest (that’s 2,430 games) of the 2011 season. With the help ofover 150 visits from professional athletes, musical performances from top artists, and TV andmovie star appearances, the 15,000 sq.-foot space played host to a social media content beast. Through 300 blog posts, 200 videos of celeb skitsand interviews, and most of all, good ole’ baseball banter, it all merged together and led to asizeable social media boom: a 200,000+ “Liked” Facebook page, a nearly 57,000 “Followed”Twitter account, and over one million social media impressions.While not every brand has the mass appeal and last minute resources to construct their very ownmarketing control center, the FanCave showed us that rich, engaging content can give you anedge over competitors who may not be utilizing their online space. Major League Baseballspiced up their social media presence; they threw a few curveballs with attention-grabbingvideos, shared behind-the-scenes photos, and strayed away from the traditional status update.New Balance Urban Dash: A New York City Playground
To create some buzz around their New York City store opening, New Balance created a mobileapp called Urban Dash giving New Yorkers, runners, competitors and a particular social medianerd who happened to be in the vicinity one morning the chance to compete for New Balanceswag, cash prizes, and pride. The app used a mix of geo-location, social network sharing, andaugmented reality, where gamers would physically race to virtually find, pick up, and deliverbatons to the New Balance store.To take note of some of the app’s social capabilities, users could work in teams and Tweet orpost to Facebook the location of the baton. This added a deeper level of user-to-user interaction.A push notification system gave users tips of best routes to take along with motivational phrasesto run faster and play harder.On a personal level, that particular Tuesday morning turned out to be a mild success. While I didnot officially redeem a baton, I was rewarded with a nice New Balance gift card for a valianteffort and a 2nd place finish. Just using the app, playing the game, and experiencing the online-offline campaign satisfied my social media fix. Job well done, New Balance!ESPN Sports Bar: Serving 60,000 DailyThe social gaming industry is an indestructible force that continues to snowball. It is projectedthat social gaming will be a $54 billion industry by 2015, with about $6 billion coming solelyfrom in-app purchases and add-ons. Sports and entertainment media giant, ESPN, jumped rightinto this social gaming mega-sphere with ESPNU College Town in September of 2010, a Sims-city type of game that has, to the dismay of many, officially ended.However, ESPN is back with its latest social game, ESPN Sports Bar, a Facebook application forusers to create, manage, grow, and share with others their very own sports bar and grill, (don’tworry under 21 gamers, while your age is in fact linked to your Facebook account uponregistration, you can still serve finger foods and soda pop in your custom tavern).
What works so well with ESPN Sports Bar is a combination of sponsorship integration, brand centralization, and mood-boosting gaming. Samsung, a sponsor of Sports Bar, has its products featured and integrated into the game. The Samsung Galaxy Tab is one of several products that users can unlock by completing missions and challenges. The game also revolves around the user by allowing full-on personalizing in their bar, from colors and menu items, to employees and TV channels. Looking at the numbers, ESPN Sports Bar has seen 582,000 monthly users and 60,000 daily. The ESPN Sports Bar Facebook page has about 130,000 “Likes” and offers tips, updates, and game announcements to an actively involved sports and gaming community. The sports industry is at the forefront when it comes to social media, digital marketing, and applications. With so many sectors as well: teams, leagues, retail, video games, venues, athletes, nutrition, annual events, and more, the opportunities are quite endless. Any business can certainly learn from these examples and the sports industry as well. Major League Baseball invented an offsite concept to generate great content, New Balance built awareness through a local experiential event that reinforced brand values and drove in-store customers, and ESPN connected people with a common interest, in this case through gaming. The competition for social media marketing has only just begun. Disquso LoginAbout DisqusLike Dislikeo 2 people liked this. Glad you liked it. Would you like to share? Facebook
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http://w w w .soTrackback URL inShare 5About the Author:Tyler is an Intern at Affinitive.Published: Dec 22, 2011Category: Case Studies,Marketing,Social Media
Tags: augmented reality, espn sports bar, espnu college town, fancave, geo-location apps, majorleague baseball, mlb, new balance, Samsung Galaxy, social network sharing, sports marketing,sports social media, urban dashRelated Articles Playground Buzz – The Most Intriguing Social Media News of the WeekCategories Case Studies (16) Design (2) Industry News (80) Marketing (74) PR (13) Productivity (2) Research (41) Self-Promotion (26) Social Media (125) Strategy (25) Technology (29) Uncategorized (8)Popular Home About Us Archives Subscribe RSS