The document discusses the Trail Blazers' digital media and marketing department and their efforts to connect with fans through various digital platforms and initiatives. It describes how the department pioneered the use of new technologies like streaming games online and using social media to engage fans. It also details several campaigns the department ran to promote the team and sell merchandise, like unveiling new jerseys online and a viral ticket promotion. The document envisions further expanding their social media presence and using mobile technologies to enhance fan engagement both at home and in the arena.
6. CONNECT WITH
INNOVATION
• IAMATRAILBLAZERSFAN.COM (2006)
• ODEN VS DURANT MICROSITE
(2007)
• FIRST TEAM ON TWITTER (2007)
• FIRST TO STREAM GAMES (2009)
• TRAILBLAZERS.TV (2010)
• RIP CITY UNITED (2010)
• BLOGGERS NETWORK (2010)
7. RABID FAN BASE
"The city of Portland, that has one
professional team, and they care about
the Blazers -- I always call them the
Soccer Moms lovingly. They are so
over the top…Your (Mark Titus) feature
had been up for four hours and there
were 375 comments under the link.
You have this rabid fanbase, all they do
is dissect every possible thing that's
happening with this team."
8. ENGAGE TO SELL
• CONTENT MARKETING
• SEASON LAUNCH
• WESLEY MATTHEWS
• DAMIAN LILLARD
12. NEW JERSEY
UNVEIL
• NEW ALTERNATE RED UNIFORMS
LAUNCH IN 2012
• CREATE BUZZ TO SELL JERSEYS
• CREATE BUZZ TO TIP-OFF SEASON
• CREATE BUZZ FOR OPENING NIGHT
FOR FANS TO #WearRed
19. FUTURE
(MOBILE)
• FACEBOOK (USERS 2X MORE
LIKELY TO LOG-IN DAILY IF ON
MOBILE)
• TWITTER (60% OF USAGE ON
MOBILE)
• GAME DAY EXPERIENCE AT HOME
OR ARENA RIPE FOR MOBILE
ENGAGEMENT
• MAJOR HURDLE: CONNECTIVITY
24. TICKET CONNECT
• VIRAL TICKETING CAMPAIGN
• SEEDED WITH EMPLOYEES AND
SEASON TICKET HOLDERS
• $5/$10 TICKETS TO PRESEASON
• OVER $40,000 IN REVENUE
• OVER 4,000 TICKETS SOLD
25. FUTURE
(EXPANSION OF SOCIAL)
• SOCIAL ARENA
• PERSONALIZATION
• PROXIMITY MARKETING
• CONNECTION OF FANS
• EXPRESSION OF FANS
26. QUESTIONS
• THIS IS THE TIME WHERE YOU ASK
QUESTIONS ABOUT EVERYTHING I
DIDN’T COVER.
@darbison
danliveshere.com
Editor's Notes
This is 1977.
First time a team won the championship in first time appearing in playoffs.
Love affair of team and city. Portland identified with humble, team winning right way.
Continued on throughout the years.
Mid-90’s, problems started
Players aged, traded, winning at all costs. Not building organically with the right guys.
Stopped winning, fans were fed up.
2004, 2005 started cleaning up roster
Draft 2006 turning point.
Fans weren’t engaged, needed to get them back.
Needed to find new ways to tell our story. Connect with fans that were still around.
BUILDING WITH PARTNERS, BLAZERSEDGE.COM, OREGONIAN, RADIO PARTNERS.
Content marketing. Getting people to care about your brand through content. Tell a story.
Twitter 35k – 100k in less than a year
Instagram 13k followers (3 years to hit that on twitter)
Utilize Facebook Connect as a means to capture names and data for leads
Four images cropped from photoshoot that we held with three of our players on Tuesday. Leaked on Instagram that posted on Twitter, Facebook, Tumblr, Pinterest and G+
Rolled out to traditional sites that referenced first Instagram. Also included all pics in a blog post.
Over 1,500,000 impressions on Twitter/Facebook alone (Team and players). Still calculating RT’s and hashtag #WearRed
New app rolling first half of October.
iOS, Android to follow
Mobile Web page getting upgraded first of October as well
Mobile ticket purchasing available now via mobile web
See this as a way to connect a larger audience and know more about that. More engagement, means more potential leads and research to act on.
Get 100k people to chant defense as if they were in arena
Spread through invites via email, facebook. Little promotion.
Connectivity is a problem
Real time highlights
2nd screen experiences in arena
Changing environments