Next-Gen Digital EntertainmentMarketing:LessonsLearnedfromCPG

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Next-Gen Digital EntertainmentMarketing:LessonsLearnedfromCPG

  1. 2. THE TIPOFF TV Content goes Social TODAY’S CONVERSATION IS ABOUT 3 THINGS Embracing deeper levels of social interaction CPG to Entertainment Marketing
  2. 3. From Consumer Packaged Goods Company to Entertainment Media Company Or…. From Coke to ESPN CPG to Entertainment Marketing
  3. 4. We all love sports
  4. 5. And Brands love sports too
  5. 6. Coca-Cola has the benefit of Maslov’s hierarchy of needs
  6. 7. But I would argue the hierarchy is this way for many people…
  7. 8. After all, we are a nation of Sports Fans <ul><li>For more than 15 years, nearly 9-in-10 Americans have been sports fans. </li></ul><ul><li>Today, there are 222 MILLION SPORTS FANS . </li></ul>Source: ESPN Sports Poll 1994-2009 Fan = Self-score of 1-10 on 0-10 scale
  8. 9. ESPN is the most well known brand in sports <ul><li>In total, the ESPN brand (with Monday Night Football and its sub-brands) is the most well-known brand in sports, SURPASSING such elite brands as THE OLYMPICS, THE NFL, GATORADE, AND NIKE . </li></ul>Source: ESPN Brand Reach Study April 2010
  9. 10. And ESPN gets high marks on the brand curve <ul><li>Nearly 3/5 OF CONSUMERS say ESPN is at its peak with another 1/5 seeing it on the way up. </li></ul><ul><li>THE PROPORTION OF CONSUMERS WHO SEE ESPN AS “ON THE WAY DOWN” IS AT A RECORD LOW </li></ul>ON ITS WAY DOWN 17% AT ITS PEAK 61% SAY IT’S ON THE WAY UP 22% Source: ESPN Brand Health Tracker Q4 2010 11% A. On its way up, still rising quickly 10% B. On its way up, but rising more slowly 61% C. At its peak and will stay there for a while to come 10% D . Nearing the end of its peak 5% E. Has dropped some, but still at a high level 2% F. Has dropped a lot
  10. 11. And has an overwhelmingly favorable standing vs our rivals Source: ESPN Brand Health Tracker (Aggregate Across Q2 ‘09 – Q3 ‘10) * Q: Based on everything you have seen or heard about each of the following networks for their sports programming, how you would rate each one? Please use a scale from 0 to 10, where 0 means poor and 10 means excellent. <ul><li>THREE-QUARTERS OF AVID SPORTS FANS RATE ESPN 9 OF 10 , far surpassing its competitors. </li></ul>% 9-10 RATING AMONG AVID SPORTS FANS FAMILIAR WITH EACH BRAND (Q3 ‘10) 72% 43% 41% 33% 32% 30% 29% 25% 23%
  11. 12. In the CPG world your product offering changes more slowly
  12. 13. Where with entertainment companies like ESPN, the # of brands grows fast 1979 2006 2005 2004 2003 2001 2007 2008 2009 2010
  13. 14. And the number of sub-brands explodes
  14. 15. At Coca-Cola distribution channels stay pretty constant
  15. 16. MOBILE While at ESPN the number of distribution channels is exploding … <ul><li>Sports fans have more options than ever to STAY INFORMED AND CONNECTED —and the rate of change is ACCELERATING . </li></ul>10 YEARS AGO 2011 TV ONLINE MOBILE RADIO PRINT RADIO ONLINE FANTASY STREAMING VIDEO STREAMING AUDIO VIDEO GAMES DIGITAL MAGAZINES TEXT ALERTS MOBILE WEBSITES SOCIAL NETWORKS APPS TV PRINT
  16. 17. As a result, it’s never been a better time to be a sports fan, but it’s also never been harder for us FACEBOOK lets you show your true colors as a fan—red in summer, blue in winter! EVEN MADDEN HAS A TICKER so you can keep track of what’s happening in real games. I always have the TV on, but I’ll have my laptop open if i need to find something quickly. IT’S SO MUCH EASIER AS A SPORTS FAN TODAY, IT’S ALL ABOUT INSTANT GRATIFICATION. I wasn’t into soccer until my roommate got me playing FIFA on our Xbox— I WATCHED MORE WORLD CUP BECAUSE I ACTUALLY KNEW SOME PLAYERS! MY PHONE IS THE BEST WAY TO BE A SPORTS FAN BECAUSE I ALWAYS HAVE IT.
  17. 18. So how do you succeed in a world of proliferating brands and platforms? MOBILE RADIO ONLINE FANTASY STREAMING VIDEO STREAMING AUDIO VIDEO GAMES DIGITAL MAGAZINES TEXT ALERTS MOBILE WEBSITES SOCIAL NETWORKS APPS TV PRINT
  18. 19. But a brand isn’t just a logo… BRAND IS THE ULTIMATE NAVIGATOR It’s about a consistent BRAND PROMISE: SPORTS with AUTHORITY and PERSONALITY What we do How we do it What sets us apart
  19. 20. <ul><li>ESPN sometimes is less of a “face painted fan” and more of a “slick money man” </li></ul>SPORTS FAN SPORTS AGENT But we work hard to be more of a SPORTS FAN than a SPORTS AGENT Success and size will push us to the left So we need to constantly push to the right
  20. 21. TV Content goes Social Sports is Social
  21. 22. ESPN is the biggest sports fan <ul><ul><li>ESPN talks with fans, not at them </li></ul></ul><ul><ul><li>ESPN takes sports seriously, but we don’t take ourselves too seriously </li></ul></ul><ul><ul><li>ESPN entertains and informs, surprises and delights our fans </li></ul></ul><ul><ul><li>Treat promo as content – reward fans for every interaction </li></ul></ul>
  22. 23. Several Tactics to be more Social and combat the “Sports Agent” perception MNF STOREFRONT DISPLAYS NBA RV TOUR WINTER XGAMES HELMET CAM 1. Let fans touch the brand: 2. Poke fun at ourselves: PHELPS AD 3. Launch a brand campaign: “ The goal of the campaign is to demonstrate our love of sports, and how ESPN employees view ourselves as the world’s biggest sports fans.”
  23. 24. ESPN’s Brand campaign celebrates exceptional truths in sport “ ROLL TIDE” “ FANWICH”
  24. 25. <ul><li>351,707 new “Likes” on ESPN page </li></ul><ul><li>194 fanwiches submitted </li></ul><ul><li>41,447 votes in 4 weeks </li></ul><ul><li>Fans from 39 different states submitted sandwiches </li></ul><ul><li>Highlighted via sports celebrity endorsements, foodie blogs, local news affiliates and radio shows, online articles </li></ul>
  25. 26. ESPN Facebook Page <ul><li>Relate </li></ul><ul><li>Remind fans we love sports just as much as they do </li></ul><ul><li>Empower </li></ul><ul><li>Provide fans a forum to express their opinions and allegiances </li></ul>Reward <ul><li>Recognize fans for their contribution to the community </li></ul>Facebook is the quintessential social network, connecting people with their family, friends, and interests. As a brand, we need to fit in and add distinct value to the community.
  26. 27. @ESPN Twitter Feed <ul><li>Real-time Marketing </li></ul><ul><li>Drive engagement with live content </li></ul><ul><li>Highlighting Talent </li></ul><ul><li>Amplify talent analysis and perspectives </li></ul><ul><li>Twitter is an “information network.” Though interaction is important, people also use it for real-time information and access to personalities and perspectives. </li></ul><ul><li>Our goal is to become the primary “curator” of sports tweets on Twitter. In doing so, we seek to capitalize on our live programming and talent to engage fans. </li></ul>
  27. 28. ESPN YouTube Channel <ul><li>Providing only the most relevant, extraordinary moments in a highlight </li></ul><ul><li>Creating unique ESPN content that emphasizes our brand personality </li></ul><ul><li>YouTube is the hub of social video on the Web. Short-form, easily consumable content, often submitted by users, is what generates views. </li></ul><ul><li>Our content strategy is tailored to how fans use the platform. </li></ul>Social Highlights Original Content
  28. 29. SPEAKING OF, SOCIAL ALSO PROVIDES US A DEEP AND POWERFUL TOOLKIT TO BE “THE FAN” Setting guidelines and sharing learnings
  29. 30. THANK YOU! Questions and Discussion

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