ESPN
        & Foursquare
Analysis | Opportunities | Recommendations
                by JESS3
Foursquare       ESPN
  Mayors of   = Superfans
Sports Venues
      let’s take advantage of this.


                    2
Why Foursquare?
    2 million users
  (and growing FAST)

 Embraced by brands




          3
Foursquare
                users are
                sports fans
• Five of the first 20 Super Swarms (250
 people checked ...
The Indy 500
was the first
 post-SXSW
Super Swarm!


                5
What would fans get by
   checking in at a venue?
• Opportunities to win various Foursquare badges
• Access to scores and ...
Tips, News, and Scores



          7
By checking in, users
would be able to access
  ESPN MobileWeb
           If you checked in at
           Wrigley Field fo...
Users would also get
   scores and news
directly on Foursquare


          9
ESPN Could Provide:
Tips, NEWS, Scores




 ESPN
 Carlos Beltran will make his season debut Thursday night when the Mets
 ...
ESPN Could Provide:
Tips, News, SCORES




 ESPN
 Mets (48-40, 18-24 away) at Giants (47-41, 25-17 home).
 Starting Pitche...
ESPN Could Provide:
 TIPS, News, Scores




 ESPN
 AT&T Park’s playing field is composed of a Kentucky bluegrass blend, wit...
Case Study 1: C-SPAN




         13
14
Case Study 2: History Channel




          15
16
Badges



  17
Some badges
would be easy to
   attain, while
others would take
 more fan loyalty
and commitment.

              18
Badges for
   ESPN Shows
• Viewers would also be
 awarded badges based on how
 often they check in to shows
• Examples: Mo...
Badges for
Various Sports
• Some viewers are diehard college
 basketball fans; some are puckheads;
 others watch every spo...
Badges for Cities
  • Viewers who attend or
   watch the most sports in
   one city would win badges
   for that town
  • ...
Badges for “Nations”
     • If a fan watches one team a
      certain amount of times, he or
      she would be awarded a
...
Owner’s Suite Badge
     • Fans who checked in to 25 events
      across various sports
     • Sweepstakes among all badge...
All-Star Badge
• Viewers who witness
 exceptional performances:
 Hat tricks, perfect games,
 200-yard rushing games




  ...
Champions Badge
  • Viewers who tune in to
   championships games and
   declare their loyalties

  • Foursquare already l...
V Badge
• Available with a special shout
• Only during College Basketball
 Championship Week
• For each badge earned, ESPN...
Case Study: CNN and
            World Cup
      • Fans were eligible for
        two CNN badges
      • The "South Africa ...
Other Case Studies



World Cup 2010   Dew Tour Super Fan   NY Times Olympian


                        28
Venues



  29
ESPN should recognize
 all pro sports venues,
but also minor leagues,
   college, local, and
  “heritage” venues.
        ...
Yankee Stadium: 12,189 check ins




           31
Rose Bowl: 1,298 check ins




    32
Durham Bulls’ Park: 1,090 check ins




             33
Even Augusta National
  has a few hundred...




 34
Every team also has its own
 unofficial hallowed ground
ESPN should recognize these
 “heritage” locations as well

       ...
36
How will ESPN
highlight mayors?


        37
On Air
• Mayors could have cameos on
 SportsCenter ads
• ESPN could encourage participation by
 offering rewards
• Mayors ...
Space on espn.com
• espn.com should have an interactive
  map showing “sports fandoms”
• The “fandoms” that have the most
...
Leaderboard
• espn.com would have a leaderboard
 for stats for various categories

• Users should have to opt-in




     ...
Foursquare API
• Building around the API
helps brands stand out
• ESPN could integrate
foursquare checkin
functions in the...
Integrate with ESPN Passport

                • Checking in on
                foursquare
                automatically up...
Looks like you have
some dead accounts




      43
JesseThomas@JESS3.com         LeslieBradshaw@JESS3.com
                                            571.213.4308    703.994...
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ESPN x Foursquare - strategy by JESS3

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What should ESPN be doing with Foursquare? find out what we think.


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ESPN x Foursquare - strategy by JESS3

  1. 1. ESPN & Foursquare Analysis | Opportunities | Recommendations by JESS3
  2. 2. Foursquare ESPN Mayors of = Superfans Sports Venues let’s take advantage of this. 2
  3. 3. Why Foursquare? 2 million users (and growing FAST) Embraced by brands 3
  4. 4. Foursquare users are sports fans • Five of the first 20 Super Swarms (250 people checked in to the same venue) were at sports events • 150,000 check ins just at MLB stadiums • How does the Durham Bulls Athletic Park have nearly as many check ins as the Rose Bowl? That’s how quickly Foursquare has grown in 2010! 4
  5. 5. The Indy 500 was the first post-SXSW Super Swarm! 5
  6. 6. What would fans get by checking in at a venue? • Opportunities to win various Foursquare badges • Access to scores and news on ESPN MobileWeb • Tips, scores, and news about that venue or game 6
  7. 7. Tips, News, and Scores 7
  8. 8. By checking in, users would be able to access ESPN MobileWeb If you checked in at Wrigley Field for a Cubs-Phillies game, you’d be invited to visit the Cubs or the Phillies clubhouses on ESPN MobileWeb 8
  9. 9. Users would also get scores and news directly on Foursquare 9
  10. 10. ESPN Could Provide: Tips, NEWS, Scores ESPN Carlos Beltran will make his season debut Thursday night when the Mets begin a four-game road series against Tim Lincecum and the San Francisco Giants. 10
  11. 11. ESPN Could Provide: Tips, News, SCORES ESPN Mets (48-40, 18-24 away) at Giants (47-41, 25-17 home). Starting Pitchers: New York: Dickey (6-2, 2.77 ERA) San Francisco: Lincecum (9-4, 3.16 ERA) 11
  12. 12. ESPN Could Provide: TIPS, News, Scores ESPN AT&T Park’s playing field is composed of a Kentucky bluegrass blend, with a crushed volcanic rock infield and rubberized tartan-surface warning track. 12
  13. 13. Case Study 1: C-SPAN 13
  14. 14. 14
  15. 15. Case Study 2: History Channel 15
  16. 16. 16
  17. 17. Badges 17
  18. 18. Some badges would be easy to attain, while others would take more fan loyalty and commitment. 18
  19. 19. Badges for ESPN Shows • Viewers would also be awarded badges based on how often they check in to shows • Examples: Monday Nighter Badge, X Games Badge, PTI Badge 19
  20. 20. Badges for Various Sports • Some viewers are diehard college basketball fans; some are puckheads; others watch every sport • Viewers would get badges based on how often they tune in to a certain sport • Examples: Baseball Badge, Leatherhead Badge? 20
  21. 21. Badges for Cities • Viewers who attend or watch the most sports in one city would win badges for that town • Examples: Philly Sports Fan; Boston Sports Fan 21
  22. 22. Badges for “Nations” • If a fan watches one team a certain amount of times, he or she would be awarded a badge that shows they’re part of, say, Red Sox Nation. • Example: Red Sox Nation Badge; Who Dat Nation Badge 22
  23. 23. Owner’s Suite Badge • Fans who checked in to 25 events across various sports • Sweepstakes among all badge holders to determine “Ultimate Sports Fan” • Winner could make cameo on a SportsCenter ad wearing a Fourwquare mayor crown 23
  24. 24. All-Star Badge • Viewers who witness exceptional performances: Hat tricks, perfect games, 200-yard rushing games 24
  25. 25. Champions Badge • Viewers who tune in to championships games and declare their loyalties • Foursquare already launched this for the NBA Finals 25
  26. 26. V Badge • Available with a special shout • Only during College Basketball Championship Week • For each badge earned, ESPN donates to the V Foundation (up to a maximum) 26
  27. 27. Case Study: CNN and World Cup • Fans were eligible for two CNN badges • The "South Africa Explorer" badge was for people attending games in South Africa • The "Super Fan" badge was for fans watching in one of the other 31 countries competing 27
  28. 28. Other Case Studies World Cup 2010 Dew Tour Super Fan NY Times Olympian 28
  29. 29. Venues 29
  30. 30. ESPN should recognize all pro sports venues, but also minor leagues, college, local, and “heritage” venues. 30
  31. 31. Yankee Stadium: 12,189 check ins 31
  32. 32. Rose Bowl: 1,298 check ins 32
  33. 33. Durham Bulls’ Park: 1,090 check ins 33
  34. 34. Even Augusta National has a few hundred... 34
  35. 35. Every team also has its own unofficial hallowed ground ESPN should recognize these “heritage” locations as well For example… 35
  36. 36. 36
  37. 37. How will ESPN highlight mayors? 37
  38. 38. On Air • Mayors could have cameos on SportsCenter ads • ESPN could encourage participation by offering rewards • Mayors could win tickets or opportunities to be interviewed on air 38
  39. 39. Space on espn.com • espn.com should have an interactive map showing “sports fandoms” • The “fandoms” that have the most check-ins will recognized • Each city or fandom will have its own page where the mayor will be displayed 39
  40. 40. Leaderboard • espn.com would have a leaderboard for stats for various categories • Users should have to opt-in 40
  41. 41. Foursquare API • Building around the API helps brands stand out • ESPN could integrate foursquare checkin functions in the ScoreCenter iPhone app 41
  42. 42. Integrate with ESPN Passport • Checking in on foursquare automatically updates your ESPN Passport 42
  43. 43. Looks like you have some dead accounts 43
  44. 44. JesseThomas@JESS3.com LeslieBradshaw@JESS3.com 571.213.4308 703.994.7781 jess3.com blog - lesliebradshaw.com Thank You. blog.jess3.com foursquare.com/user/jess3 twitter .com/LeslieBradshaw linkedin.com/in/LeslieBradshaw Please stay in touch. facebook.com/jess3 twitter.com/jess3 delicious.com/jessesaves slideshare.com/LeslieBradshaw slideshare.com/jess3 44

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