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Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
Mis mon 1015 christopher golier
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Mis mon 1015 christopher golier

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  • 1. Molson Canadian NHL PrePlay Second Screen Driving Fan Engagement
  • 2. NHL Mobile Offerings and Strategy Mobile Apps Mobile Web Tablet Apps Mobile properties exceeded 1b page views which constitute ~50% of total NHL digital page views 2
  • 3. In order to increase content consumption, more engaginguser experiences are needed during Digital Prime Time Polling, Sentiment, Predictive, Contextual Content … … drive constant usage and earned media across NHL properties Source: Omniture and Google Analytics Date Range: October 2010 – April 2011 3
  • 4. NHL PrePlay as second screen initiative 4
  • 5. Active Game Screen designed for simplicity 5
  • 6. Huddle Up and Brag made game watching more social 6
  • 7. Leaderboard and Player Card screens added a gamedynamic 7
  • 8. Trophy Case keep users coming back for moreachievements 8
  • 9. Broadcast Integration: NHL Live on NHL Network On air example of EJ’s pre-game predictions for Game 7 of the Capitals vs. Rangers series 9
  • 10. Branded Elements: Molson branding throughout thegame 10
  • 11. Branded Elements: Hockey House finder to drive tolocations and compliment on-premise activation 11
  • 12. Branded Elements: TV-Synced Ads TV-synced ads appear on mobile or tablet in the exact moment a commercial appears on TV 12
  • 13. Stanley Cup Playoffs Recap: User Engagement Goal of predictive gaming is to drive tune-in and sustain viewership Engagement • Average User Session = 16.4 mins for the first 5 games after launch • Average User Session = 24.4 mins for the last 5 games of the playoffs • 49% increase in 5 weeks • Users spent nearly 1.5 periods per game in the app on average Retention • 49% check in to games 7 days after signup • 42% check in to games 14 days after signup Users remained active throughout the playoffs even after their favorite team was eliminated 13
  • 14. Stanley Cup Playoffs Recap: Downloads iPhone Launch (June 4th) 58% growth within the first week of iPhone launch - App will be available on Android phones for next season 14
  • 15. Stanley Cup Playoffs Recap: Predictions iPhone Launch (June 4th) Predictions kept an even increase throughout the playoffs even as more teams were eliminated 15
  • 16. Stanley Cup Playoffs Recap: Check-Ins The introduction of iPhone provided a dramatic increase in users playing the game 16
  • 17. Stanley Cup Playoffs Recap: DemographicsGender of Registered Users Ages of Registered Users 55+ 3.5% Female 15.33% 34-54 20.7% 21-24 48.8% Male 25-34 84.67% 27.1% 17
  • 18. Stanley Cup Playoffs Recap: Demographics Guesses Made By Country USA USA USA USA 57.3% 55.4% 48.4% 45.4% CA CA CA CA 42.7% 44.6% 51.6% 54.6% 18
  • 19. Next season: more game improvements Fan enhancements NYR Fans This Season Friends • More social – make it NYR Fans easier for fans to search for friends Global • Enable customization 1 Username % Pts – select favorite team, avatar 2 Username % Pts • Diversify questions – 3 Username % Pts add additional 4 Username % Pts question types to encourage fans to play 5 Username % Pts beyond 1 period 6 Username % Pts 19
  • 20. Next season: more sponsor integrationIn-Stream Video/Display Ads• Appear during TV commercialbreaks and all TV timeouts at endof each period• 15 or 30 second spots; rich mediawith a call to action; full-pagedisplay ads•Sync ads – create separate unitsfor tracking 20
  • 21. Next season: more sponsor integrationOn-premise, on-package cross-marketing Window sticker with QR code to drive downloads of the app before heading into the bar 21
  • 22. Next season: more broadcast integration 22
  • 23. Chris GolierVP, Mobile Marketing & Strategy cgolier@nhl.com 23

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