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Leveraging Engagement: Global Football (Soccer) Study

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The Leveraging Engagement framework seeks to help reveal the nuances of fan involvement, specifically
identifying the various fan objects, activators and environments that inspire people to engage, as well as the
media properties and communities associated with them.

This study offers a sports fanship framework aimed at building a unique brand engagement positioning that
draws on a’ deep understanding of communities and shared passions. The framework can be used to
develop better marketing and communications tools.

Published in: Marketing
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Leveraging Engagement: Global Football (Soccer) Study

  1. 1. LEVERAGING ENGAGEMENT RESEARCH Logics and Mindsets from the Havas / AIL FANS.PASSIONS.BRANDS Global Football Study Erin Reilly, research fellow: ereilly@usc.edu Jake de Grazia, project manager: degrazia@usc.edu 1
  2. 2. THE LOGICS OF ENGAGEMENT The Logics describe the various ways fans approach their objects of fanship and the goals that drive their fannish behaviors. 2
  3. 3. Because these Logics are motivated by internal factors and are marked by certain behaviors that all fans exhibit, we believe they can be applied not only to soccer but to other domains, including film, art, music, and politics, to name a few. 3
  4. 4. ENTERTAINMENT enjoying the overall experience and atmosphere surrounding soccer 4
  5. 5. SOCIAL CONNECTION participating in the soccer fandom in order to create or deepen relationships with other fans 5
  6. 6. PRIDE reflecting one’s soccer fanship in outward appearance and public behavior 6
  7. 7. IDENTIFICATION strongly associating oneself with teams, players, leagues, or the sport and defining oneself as a soccer fan 7
  8. 8. ADVOCACY championing on behalf of teams or players and taking positions on issues within the soccer fandom 8
  9. 9. IMMERSION losing oneself in soccer’s parallel universe by shifting one’s focus from “real life” and into the sport 9
  10. 10. MASTERY interest in learning and understanding detailed information and stories about soccer 10
  11. 11. PLAY virtual or real life participation in activities related to soccer 11
  12. 12. 12 Logics act as lenses through which we can understand fans’ motivations and desires to engage with a specific type of content.
  13. 13. 13 Fans are usually engaging through mixtures of the Logics, and common mixtures are recognizable as recurring fan mindsets.
  14. 14. 14 While many fans resemble one of these fan mindsets most of the time, most fans shift from mindset to mindset, depending on situational triggers ● What does the fan know? ● How does the fan engage with others? ● Where is the fan? ● When does the engagement happen? ● What is the mood of the experience?
  15. 15. 15 Fans.Passions.Brands. Global Football Study 2014
  16. 16. THE FOLLOWER Followers are mildly passionate but active and participatory fans. Being a fan is not important to me, but I like the social events around it. - Raina, France I’m a middle of the road fan. I’m not going to paint my body, but I’m an at-the-game-cheering-you-on type of fan. - Penny, USA Countries with high percentages of Followers: Germany, Italy, Brazil Defining Logics: Social Connection, Play 16
  17. 17. THE PATRIOT Patriots are dutiful—though not particularly passionate—fans of their favorite teams. I’m a normal fan. I’m more into it than some people I grew up with but not as extreme as others. I’m a more discreet fan. - Jane, USA I wanted to cheer for Canada or a Vancouver team during the World Cup, but I didn’t have anyone to cheer for. - Julia, Canada Countries with high percentages of Patriots: USA, UK Defining Logics: Identification, Advocacy, Social Connection 17
  18. 18. THE EXPLORER Explorers not only love the game of football, but they are also fiercely loyal to their favorite teams. I’m a 100% fan. You can’t be more fan than that. - Pedro, Brazil Being a fan of your team is like the perfect love. You can change jobs. You can change cities. You can change wives. You can change almost everything in life, but your love for your football team is immortal. It will go with you all the way to the end. - Salvador, Spain Countries with high percentages of Explorers: China, Mexico, South Africa Defining Logics: Advocacy, Identification, Pride, Social Connection, Play 18
  19. 19. THE CONNOISSEUR Connoisseurs are fans of the sport above all else. I’m seriously considering taking an unpaid leave of absence from my job so I can watch the World Cup full time this summer. - Winston, USA All my friends, my family, and my husband talk about football with me. I provide information about football for everybody. - Pauleta, Brazil, F, 31 Countries with high percentages of Connoisseurs: Brazil, Colombia, Argentina Defining Logics: Play, Mastery, Social Connection, Pride 19
  20. 20. THE OBSERVER Observers are somewhat interested in football, but most of them don’t see the sport as an important part of their lives, at least not right now. What I know about this year’s World Cup is that Brazil barely got its act together in time and that there’s political stuff going on that could rear its head during the tournament. - Mary, USA From when I was little, even though I played soccer, I always thought of it as an Italian sport and a Brazilian sport, not an American sport. But I know now that I’ve watched some World Cup with fans that it’s a sport that I could get excited about. - Gail, USA Countries with high percentages of Observers: UK, France Defining Logics: Entertainment, Immersion 20
  21. 21. THE GUARDIAN Guardians are loud, high-energy, high-emotion, fun-loving fans. I’m a flaky fan—I went the past two years not being a fan at all—but when I decide to support a team, I go all the way. I put my heart into. I watched every single game of the World Cup. - Patricia, Colombia After the match, I’ll use the phone to call friends or send messages, but never during the match. - Carlos, Chile Countries with high percentages of Guardians: Colombia, South Africa, Argentina Defining Logics: Pride, Immersion, Entertainment 21
  22. 22. 22 Once we’ve collected this information, what can we do with it?
  23. 23. 23 Next steps with Leveraging Engagement 1) MUSIC FANS 2) UNSCRIPTED ENTERTAINMENT FANS 3) TRANSMEDIA UNIVERSE FANS ** NEW LOGICS: ADD CREATE; EXPLORATION MERGE IDENTIFICATION / PRIDE; EXPAND ADVOCACY

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