The document proposes launching a live video streaming service called Stre.am to showcase Jaguars fans from around the world celebrating the team's 20th season during their home opener against the Colts. Stre.am would allow selected fans to live stream from their devices, which would then be displayed on video boards at the stadium. This would give fans unable to attend the game an interactive experience and promote a sense of community among the worldwide fan base. Incentives like ticket discounts would encourage use of the Stre.am app during and after the game. The goal is to enhance fan engagement both at the stadium and beyond.

1.
Jaguars Stre.am Proposal
July 2014
Situation
To
commemorate
the
Jacksonville
Jaguars’
20th
season,
the
2014
home
opener
on
September
21st
against
the
Colts
will
be
dedicated
to
showing
our
support
of
the
both
the
team
and
the
city
it
calls
home.
In
conjunction
with
the
marketing,
advertising,
public
relations
and
social
media
initiatives
surrounding
this
event,
it
is
the
perfect
opportunity
to
take
the
“Fantasy
Football
for
Real”
campaign
to
the
next
level
through
an
interactive
and
engaging
event
geared
to
unite
Jaguars’
fans
locally,
regionally
and
across
the
pond
under
the
theme
of
“Celebrating
20
Years
of
Fans.”
Solution
We
recommend
launching
a
never-­‐before-­‐seen,
live-­‐feed
video
experience
that
highlights
20
years
of
football,
20
years
of
fan
support
and
the
new
era
of
fan-­‐
focused
initiatives.
The
concept
is
focused
upon
the
idea
that
Jaguars
football
is
larger
than
even
Jacksonville
can
imagine.
The
Jaguars
are
a
worldwide
brand
with
fans
across
the
nation
and
around
the
world.
While
Jags
fans
may
live
in
different
cities
or
countries
and
may
lead
different
lifestyles
from
varying
social
classes,
they
all
share
a
common
bond
in
their
support
and
celebration
of
their
team.
They
are
a
backbone
of
team
support
and
it’s
our
job
to
celebrate
their
20
years
of
support
by
giving
them
the
complete
fan
experience
with
“Fantasy
Football
for
Real”
on
and
off
the
field.
Implementation
Stre.am,
by
Infinite
Takes,
will
be
the
flagship
of
this
campaign.
About
Stre.am:
Stre.am
is
a
live
video
streaming
service
offered
by
Infinite
Takes.
Using
the
iOS
or
Android
app,
users
turn
their
device
into
a
live
web
camera
and
make
their
video
accessible
to
viewers
across
the
globe
via
Stre.am’s
video
sharing
service.
Stre.am
provides
the
perfect
compliment
to
the
newly
constructed
video
boards
at
EverBank
Field
and
the
two
can
be
used
hand-­‐in-­‐hand
to
communicate
the
campaign’s
message
of
“Fantasy
Football
for
Real.”
Using
the
video
boards,
pre-­‐selected
and
moderated
fan
streams
will
be
displayed
in
EverBank
Field
showcasing
Jaguars
fans
from
various
locations
and
perspectives
and
how
they
celebrate,
tailgate
and
support
Jaguars
football.
Target
Fans:
• Bold
City
Brigade
• Jax
United
• Military
• Jaxson
de
Ville/behind
the
scenes
locker-­‐room

2.
Jaguars Stre.am Proposal
July 2014
• UCF
Fan
base/Alumni
• Champions
Club
• Jaguars’
Women’s
Club
• Publix,
EverBank
and
Web.com
employee
groups
Streams
will
be
shown
on
the
Jaguars
video
boards
at
the
discretion
of
the
Jaguars
production
team.
The
timeframe
for
the
streams
will
begin
up
to
two
hours
prior
to
the
game
and
continue
during
the
event.
Bold
City
Brigade
Champions
Club
Publix,
Web.com,
EverBank
Employee
Groups
Tailgating
Jaxson
de
Ville
Behind-­‐the-­‐scenes
Jax
United
London
pre-­‐game
Pre-­‐Game
Experience

3.
Jaguars Stre.am Proposal
July 2014
Uses
of
Streams
• Elevating
and
promoting
the
in-­‐stadium
experience
to
viewers
(incentivizing
ticket
upgrades)
• Used
to
deliver
messages
from
fan
groups
to
the
stadium
(London
fans
wishing
the
Jaguars
good
luck
and
hoping
for
a
win)
• Highlighting
specific
fans
(military
veterans,
celebrity
fans,
“Super
Fans”)
• Showing
fan
expression
and
celebrations
after
key
plays
Bounce-­‐back
Incentives
for
Jaguars
Stre.am
Users
Incentives
to
encourage
fan
engagement
and
the
use
of
the
Stre.am
app
will
be
distributed
to
fans
via
multiple
channels
including
cell
phone
push
notifications
and
email.
The
following
are
incentive
options
to
be
used:
Option
1:
$15
off
code
for
Stre.am
users
to
be
used
towards
future
ticket
purchases
for
upcoming
Jaguars
home
game,
delivered
via
randomized
push
notification
to
Stre.am
users’
phones
during
the
game
who
are
currently
watching
or
streaming
their
fan
experience.
(Encourages
continued
use
of
Stre.am
throughout
the
game.)
Bold
City
Brigade
Cabanas
Military
Section
#443
Jax
United
London
Jaxson
de
Ville
Roar
D-­‐Line
Stre.am
User
Exclusive
Access
In-­‐Game
Experience

4.
Jaguars Stre.am Proposal
July 2014
Option
2:
$15
off
code
for
Stre.am
users
good
towards
ticket
purchases
for
the
next
Jaguars
home
game.
Delivered
via
push
notification
to
Stre.am
users’
phones
in
between
the
3rd
and
4th
quarter.
Additional
Option:
$10
off
post-­‐game
“Thank
you
for
Stre.aming”
code
for
upcoming
single
ticket
purchases
sent
via
email.
Overall
Objectives
• Drive
and
enhance
home-­‐game
ticket
sales
through
added
in-­‐stadium
experience
value
• Showcase
theme
of
20
years
of
fans
• Encourage
fan
engagement
Resources
Needed
From
Stre.am
• Moderation
services:
• Stream
muting
• Ability
to
turn
on
and
off
the
public
visibility
of
specific
streams
• Ability
of
users
to
flag
inappropriate
streams
• Dedicated
moderator
• Jaguars
personnel
access
for
moderation
services
• Dedicated
Jaguars
page
on
Stre.am’s
website
• Ability
to
search
user’s
Jaguar
specific
streams:
• Via
connected
pre-­‐approved
hashtag
or
dedicated
video
lobby
• Aggregate
streams
based
on
location
or
stream
category
• In-­‐app
viewing
services
(current
app
takes
user
to
website
to
view
others'
Stre.ams)
• Ability
to
upload
select
user’s
videos
directly
from
iOS
or
Android
device
onto
the
in-­‐stadium
video
boards
• Integration
with
Jaguars.com
Phases
Involved
Phase
1:
July
31
–
Aug.
1
On
Ideas
and
Stre.am
must
work
together
to
address
the
resources
needed
from
Stre.am
listed
above.
Technical
details
and
their
implementation
can
be
discussed
and
reviewed
more
in-­‐depth
with
On
Ideas
and
Jaguars
personnel.

5.
Jaguars Stre.am Proposal
July 2014
Phase
2:
Aug.
4
-­‐
15
Work
with
Jaguars
staff
to
craft
tactics
of
the
campaign
and
finalize
methods
for
implementation
of
Stre.am.
Phase
3:
Aug.
18
–
Sept.
5
Reach
out
to
fan
demographics
and
solidify
dedicated
fan
groups
to
be
shown
on
the
video
boards.
From
each
fan
group,
name
an
organizer
in
charge
of
arranging
the
group,
setting
up
the
viewing
venue
and
ensuring
all
technology
is
working
correctly
(Note:
For
streams
to
be
viewed
in-­‐stadium,
device
tri-­‐pods
should
be
provided
to
maximize
video
quality).
Phase
4:
Aug.
18
–
Sept.
5
Finalize
Stre.am
calendar
and
methods
of
communication
between
Jaguars
staff
and
fan
groups.
Ensure
that
all
technology
is
fully
functional
before
game
day.

6.
Jaguars Stre.am Proposal
July 2014
Conceptual
Designs
Video
Board
Jaguars’
video
board
with
mock-­‐up
of
fan
dedicated
streams.
Integrated
seamlessly
alongside
traditional
scoreboard
functionality.
Stre.am
Takeover
Page
Dedicated
page
within
Stre.am’s
website
for
the
Jacksonville
Jaguars
and
their
fan
Stre.ams.
Integrated
into
Jaguars.com
on
game
days.