Tosi Fani.Mobi Project Summary 1
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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.