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Tosi Fani.Mobi Project Summary 1
 

Tosi Fani.Mobi Project Summary 1

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    Tosi Fani.Mobi Project Summary 1 Tosi Fani.Mobi Project Summary 1 Presentation Transcript

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