Tosi Fani.Mobi Project Summary 1


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Tosi Fani.Mobi Project Summary 1

  1. 2. Overview <ul><li>The project </li></ul><ul><ul><li>Goals and elements </li></ul></ul><ul><li>How did we promote </li></ul><ul><ul><li>” Around the game” and during the game </li></ul></ul><ul><li>How did we do </li></ul><ul><ul><li>KPI performance and other stats </li></ul></ul><ul><li>Online survey results </li></ul><ul><li>Final analysis and next steps </li></ul>
  2. 3. The project <ul><li>North Star Sports Management, together with Medge Consulting and Supponor Systems, approached Nokia with the goal of partnering around the Finnish National Basketball Team European Championship qualifying games in August-September 2008. </li></ul><ul><li>Nokia agreed to support this pilot project, testing new digital technologies in and around live sporting events. </li></ul>
  3. 4. What were the goals <ul><li>The agreed focus of the project was driving new user experiences on the mobile phone, including: </li></ul><ul><ul><li>Consumption of streaming mobile video (instead of download to phone) and other online content </li></ul></ul><ul><ul><li>Participating in surveys/polls via mobile web site (instead of SMS) </li></ul></ul><ul><ul><li>Purchasing mobile game tickets (instead of traditional paper or e-mail PDF ticket) </li></ul></ul><ul><ul><li>Other experiences, eg. sharing / uploading photos directly from phone, etc. </li></ul></ul>
  4. 5. elements <ul><li>Mobile-optimized web site featuring: </li></ul><ul><ul><li>News stories </li></ul></ul><ul><ul><li>Player bios </li></ul></ul><ul><ul><li>Live game stats </li></ul></ul><ul><ul><li>Exclusive ”behind the scenes” video content </li></ul></ul><ul><ul><li>Game photo gallery </li></ul></ul><ul><ul><li>LiveOpinion polling </li></ul></ul><ul><ul><li>Fan photo blog </li></ul></ul>
  5. 6. <ul><li>Created and updated by Ramblas Digital </li></ul><ul><li>Video streaming by TwinApex </li></ul><ul><li>Content by Finnish Basketball Federation and North Star Sports Management </li></ul>
  6. 7. screenshots Scoreboard Videos Fan photos
  7. 8. screenshots News Player pages Game photos
  8. 9. How did we promote <ul><li>” Around the game” </li></ul><ul><li>KORI-lehti magazine insert </li></ul><ul><li>Press release </li></ul><ul><li>Ad banners </li></ul><ul><li>Print flyers </li></ul><ul><li>Video box on </li></ul><ul><li>” During the game” </li></ul><ul><li>” Jumbotron” calls to action </li></ul><ul><li>Courtside ads </li></ul><ul><li>Courtside VIP seatbacks </li></ul><ul><li>Game program print ad </li></ul><ul><li>In-arena PA announcements </li></ul><ul><li>On-air TV mentions and digital billboards </li></ul>
  9. 10. KORI-lehti magazine insert <ul><li>Insert in Finnish Basketball Federation’s official publication KORI-lehti </li></ul><ul><li>Distribution to approx. 19,000 registered basketball players, coaches, club personnel, media, etc. </li></ul><ul><li>Arrived in mailboxes 2-3 days before first game and same day as launch </li></ul>
  10. 11. Press release <ul><li>Posted on </li></ul><ul><li>Distributed to approx. 100 domestic media on August 19. </li></ul>
  11. 12. Ad banners <ul><li>Banner run on fan message board site from Aug. 20 thru Sept. 20. </li></ul><ul><li>7 separate banners: </li></ul><ul><ul><li>5 promoting players </li></ul></ul><ul><ul><li>2 promoting mobile ticket sales </li></ul></ul><ul><li>Total impressions: </li></ul>
  12. 13. Print flyers <ul><li>Flyers promoting mobile ticket sales distributed at two games: </li></ul><ul><ul><li>Approx. 1 000 generic mobile ticket flyers at Aug. 20 Finland-Bulgaria game </li></ul></ul><ul><ul><li>Approx. 2 000 discount offer flyers at Sept. 13 Finland-Italy game </li></ul></ul>
  13. 14. Video box on <ul><li>Flash video hosted by TwinApex changed approx. twice weekly </li></ul><ul><li>Total views: 7 718 </li></ul>
  14. 15. Courtside ads Total four-game paid attendance: 8 212 people
  15. 16. Courtside VIP seatbacks <ul><li>For each home game, 25 VIP Courtside seats featured a ” VIP” sign that was clearly visible to all those in the arena. </li></ul><ul><li>These seats were also used as prizes for contest winners. </li></ul>
  16. 17. Jumbotron ”calls to action” Visible in-arena before, during and after games LiveOpinion voting Fan photo blog
  17. 18. Game program print ad <ul><li>Back cover of all home game programs, distributed free of charge to fans </li></ul><ul><li>Print run approx. 10 000 copies </li></ul>
  18. 19. In-arena PA announcements <ul><li>Multiple announcements promoting: </li></ul><ul><ul><li> content </li></ul></ul><ul><ul><li>Photo blog </li></ul></ul><ul><ul><li>LiveOpinion voting </li></ul></ul><ul><ul><li>mobile ticket offers </li></ul></ul><ul><ul><li>contests </li></ul></ul>
  19. 20. On-air TV digital billboards and mentions <ul><li>Digital billboards promoting and MVP voting (2nd half of games in Finland) visible on broadcasts: </li></ul><ul><ul><li>Finland-Serbia: </li></ul></ul><ul><ul><ul><li>20:56 actual air time in Finland </li></ul></ul></ul><ul><ul><ul><li>21:39 actual air time in Serbia </li></ul></ul></ul><ul><ul><li>Finland-Italy: </li></ul></ul><ul><ul><ul><li>20:52 actual air time in Finland </li></ul></ul></ul><ul><ul><ul><li>26:51 actual air time in Italy </li></ul></ul></ul><ul><ul><li>Finland-Hungary: </li></ul></ul><ul><ul><ul><li>24:23 actual air time in Finland </li></ul></ul></ul><ul><ul><ul><li>15:04 actual air time in Hungary </li></ul></ul></ul>Total on-screen air time: 2 h 9 min 45 s
  20. 21. How did we do <ul><li>Total visitors, pageviews and video views </li></ul><ul><li>Mobile ticket sales </li></ul><ul><li>LiveOpinion participation </li></ul><ul><li>Online survey </li></ul>
  22. 23. stats <ul><li>Total visitors: 3 981 </li></ul><ul><ul><li>avg. 102 visitors / day </li></ul></ul><ul><li>Total pageviews: 9 764 </li></ul><ul><ul><li>avg. 250 pageviews / day </li></ul></ul><ul><li>Average pageviews: 2,5 ppv </li></ul><ul><li>Total video views: 4 499 </li></ul><ul><ul><li>avg. 50 views / video </li></ul></ul><ul><ul><li>Avg. 1,1 videos / visitor </li></ul></ul><ul><ul><li>Avg. clip view: 1 min. 22 s. </li></ul></ul>
  23. 24. Mobile tickets sold 172 mobile tickets = 2 % of total series audience ( = 0.6 % strong performance to date 0.1 % 0.4 % 1.7 % 5.5 % Last-minute promo Discount promo
  24. 25. LiveOpinion participation <ul><li>779 LiveOpinion participants </li></ul><ul><ul><li>20 % of site visitors </li></ul></ul><ul><li>278 entered contact info </li></ul><ul><ul><li>36 % of participants </li></ul></ul><ul><ul><li>7 % of site visitors </li></ul></ul>
  25. 26. Key Metrics <ul><li>TAM = 66000 (registered players + TV audience), 13% of mobile phone holders ”surf the web” – Potential is 8500. We try to capture 50% of those </li></ul><ul><li>Based on interviews, no comparative data available ( &, smallscreen media) </li></ul><ul><li>Based on interviews, no comparative data available ( &, smallscreen media) </li></ul><ul><li>200 tickets = 2% of estimated all tickets </li></ul><ul><li>Based on post-event interviews </li></ul>Worst Best Goal >80% 1200 10000 9 8500 >60% 200 1750 5 4300 <40% 50 800 2 2150 5. Qualitative Response to Express lane 4. Total number of mobile tickets sold 3. Video views 2. Average page views per visitor 1. Total visitors over 8 games
  26. 27. KPI results >60% 200 1 750 5 4 300 Goal N/A N/A 172 4 499 2,5 3 981 Result 5. Qualitative Response to Express lane 4. Total number of mobile tickets sold 3. Video views 2. Average page views per visitor 1. Total visitors over 8 games
  27. 28. Survey background <ul><li>Total of 115 responses in 10 days </li></ul><ul><li>Survey respondents informed via, announcement </li></ul><ul><li>Two participants awarded randomly with Finnish national team game shirt </li></ul>
  28. 29. Responses
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  45. 46. Conclusions <ul><li>The ability to control an event’s media rights and thereby gain access to all aspects of the content and event is crucial. </li></ul><ul><li>Close co-operation and communication with all parties involved (national federation, ticketing company, TV production, arena management, etc…) is also critically important. </li></ul><ul><li>The offering was a strong complimentary product for Finnish basketball fans and built a true following during the campaign period. </li></ul><ul><li>Consumers are ready, when properly incentivized, to use their mobile phones for new purposes. </li></ul><ul><li>There is definitely an opportunity to continue this type of partnership around new areas of interactivity and functionality (concessions, fan video, etc.). </li></ul>
  46. 47. Next steps <ul><li>Nokia´s future thoughts and plans for larger events and tournaments. </li></ul><ul><li>Medge Consulting to propose list of options world-wide for 2009 – 2010. </li></ul><ul><li>NSSM in close co-operation to propose the support and management of same. </li></ul>