See how USF Amped up Fan Base through Social Sponsorship
 

See how USF Amped up Fan Base through Social Sponsorship

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The University of South Florida worked with Spredfast to create a sponsorable online and in-venue integrated social program for football and basketball games that used game-day excitement to further ...

The University of South Florida worked with Spredfast to create a sponsorable online and in-venue integrated social program for football and basketball games that used game-day excitement to further engage fans. The USF social hub encompassed a wide variety of social channels—doubling Twitter followers, increasing website engagement and #USF gaining a potential social reach of over 120 million people.

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See how USF Amped up Fan Base through Social Sponsorship See how USF Amped up Fan Base through Social Sponsorship Document Transcript

  • USF worked with Spredfast (formerly Mass Relevance) to create a sponsorable online and in-venue integrated social program for football and basketball games that used game-day excitement to further engage fans. University of South Florida Amps Up Fan Base Through Social Sponsorship OBJECTIVES: • CProvide USF fans with a dynamic and visual display of fan- and team-generated content that builds excitement around game-days • Create a sponsorable experience to re-sell • Drive ticket sales through exclusive in-venue social experiences • Reward in-venue participants and online fans 92% of the social hub content were original Tweets. #CoachTsBus became a viral campaign with 63% of its content retweeted, and a potential social reach of over 200,000. During the campaign, visitors engaging with website nearly doubled. Twitter followers across all campaigns nearly doubled- @CoachTaggart gained almost 1,000 followers, @USFAthletics gained almost 2,000 followers, @USFFootball gained over 2,600 followers. Case Study RESULTS:
  • “ 200 W. Cesar Chavez St. Austin TX 78701 512.538.0460 | spredfast.com | @spredfast | info@spredfast.com USF decided to work with Spredfast to create an in-game social experience that would engage on- site fans, but also be captured for offsite fans onto a single, online, social hub. This dynamic social aggregate would encompass a variety of platforms, including Twitter, Instagram, Facebook, Google Plus and FourSquare. At both its football and basketball games, USF offered attendees rewards for onsite participation in social platforms. This included a FourSquare Check-in Contest that offered rewards like USF hats, visors or sweatshirts, with one big winner per game showcased on the stadium jumbotron. During both football and basketball games, USF encouraged fans to tweet their opinions and responses to the game and to engage in team trivia questions that changed each week. During the football games, they further enhanced fan participation with user polls, such as “Vote for your Favorite Game Highlight.” The results of all the live Tweets, Instagram photos, FourSquare Check-ins, and live game coverage were available moment-by-moment online on the USF social hub for fans who were watching remotely. Each of these polls, check-in rewards, and trivia questions were also offered as social sponsorships for various USF corporate supporters, enabling the team’s sponsors to link their brands with the excitement of the game. SOLUTION: Our fan base contains heavy users of a variety of social media outlets. By taking our football and basketball experiences into the social sphere, we’ve been able to deepen our relationship with our fans and their experience. Their engagement offers a lot of value to the social sponsorship opportunities, which enable us to support and enhance our sports programs. AYO TAYLOR-DIXON | SENIOR ASSOCIATE AD AT USF