Name the team campaign | community buzz building               Charlotte major league lacrosse team            ...

Stage 1: define geographic agendaApril
1‐10
Charlotte
MLL
asked
its
Facebook
Fans
to
vote
and
discuss
the
geographic
area...

Stage 2: identify brand attributesApril
11‐21

Charlotte
MLL
asked
the
fans
to
explore
the
brand’s
emotive
characteristic...

Stage 3: Vote on design conceptsMay
2‐13

Based
on
feedback
and
voting
in
Stages
1
&
2,
Charlotte
MLL
presented
6
names
a...



Stage 4: Final voteJune
1
‐
10

Based
on
feedback
and
voting
from
Stage
3,
Charlotte
MLL
presented
the
top
three
design...


Name the team Facebook Community growth
Publicity 

    • Sports
Business
Journal
    • Charlotte
Observer
    • InsideL...
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Case Study - @CharlotteMLL Name the Team Campaign

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Case Study - @CharlotteMLL Name the Team Campaign

  1. 1. 
 Name the team campaign | community buzz building Charlotte major league lacrosse team A Case Study
Campaign goals • Increase
awareness
of
the
team
through
a
buzzworthy
campaign

 • Generate
fan
engagement/investment
in
the
team
 • Identify
the
team
name
and
color
scheme
that
fans
like
best

 • Capture
fan
profile
information
for
database

 • Build
excitement
and
momentum
into
the
launch
of
season
ticket
sales

 • Serve
as
the
launch
pad
for
Charlotte
MLL
to
grow
and
own
the
social
media
space
for
 Lacrosse
in
the
Carolinas

 The campaignAs
word
got
out
about
the
new
professional
lacrosse
team
coming
to
Charlotte,
fans
of
the
sport
started
to
join
the
Charlotte
MLL
Facebook
community
where
they
could
receive
the
latest
information
on
the
team
from
President,
Jim
McPhilliamy
and
Head
of
Marketing
&
Sales,
Wade
Leaphart.
Passionate
fans
began
commenting
on
the
Facebook
Page,
offering
input
on
the
new
team
name
and
colors.

Jim
and
Wade
were
listening
to
their
fans
and
with
the
season
still
a
year
away,
they
decided
to
build
buzz
for
the
team
and
create
a
vesting
interest
in
their
fans
by
letting
them
name
the
team.
They
hired
Buzz
Manager,
Inc.
to
help
execute
the
“Name
The
Team
Campaign.”


Sponsor:
OrthoCarolina

 1
of
6
 May
2011
|
Sports
Media
Challenge
©
2011


  2. 2. 
Stage 1: define geographic agendaApril
1‐10
Charlotte
MLL
asked
its
Facebook
Fans
to
vote
and
discuss
the
geographic
area
the
team
should
represent:
Charlotte
or
the
broader
Carolinas?


How
it
worked:

Wednesday,
March
30th:

Team
President
Jim
McPhilliamy
released
a
letter
to
the
fans
on
the
Charlotte
MLL
Facebook
Page,
that
outlined
the
creative
process
and
reasoning
for
the
“Name
the
Team
Campaign”
and
in
which
he
stated,
“
We
want
our
fans
involved
with
the
team
from
the
very
beginning.

We
believe
sports
teams
succeed
because
a
community
of
passionate
fans
wants
to
be
engaged
on
an
emotional
level
with
the
team.


We
hope
to
foster
that
type
of
active
engagement
with
our
fans
from
the
outset
by
involving
them
in
our
“Name
The
Team
Campaign”
powered
by
OrthoCarolina.”
(Letter
received
feedback
from
15
fans)


April
1­10:
A
customized
Facebook
Tab
(using
the
Wildfire
App)
launches
to
drive
traffic
to
a
microsite
where
fans
can
submit
votes
through
embedded
fields
connected
to
the
Charlotte
MLL
CRM
database.
The
database
collects
contact
information
for
fans
who
are
opting
in
to
received
information
about
season
tickets.


Those
that
voted
were
required
to
fill
in
the
following
selection:




The NumbersFacebook
Fans:

April
1:
1,364
April
10:
1,588
+277
in
10
days


453
votes
cast.
294
(65%)
opted
in
to
receive
more
information
about
tickets.

 2
of
6
 May
2011
|
Sports
Media
Challenge
©
2011

  3. 3. 
Stage 2: identify brand attributesApril
11‐21

Charlotte
MLL
asked
the
fans
to
explore
the
brand’s
emotive
characteristics
and
discuss
the
teams
identify,
look
and
feel.



How
it
worked:

Facebook
status
updates
and
comments
promoted
discussion
on
the
Charlotte
MLL
Facebook
Page.
Those
fans
not
on
Facebook
could
submit
their
feedback
through
a
microsite
integrated
with
the
team’s
CRM
database.

The NumbersFacebook
Fans

April
11:

1,605
April
21:
1,789
+
184
new
fans
in
10
days
648
comments
were
posted
on
Facebook
during
Stage
2,
resulting
in
249
unique
name
suggestions.




 3
of
6
 May
2011
|
Sports
Media
Challenge
©
2011

  4. 4. 
Stage 3: Vote on design conceptsMay
2‐13

Based
on
feedback
and
voting
in
Stages
1
&
2,
Charlotte
MLL
presented
6
names
and
design
concepts
for
fan
commentary
and
voting.


How
it
worked:

Facebook
status
updates
and
comments
directed
fans
to
the
Facebook
Tab
displaying
the
logos.


The
Tab
linked
to
a
custom
built
Facebook
app
that
allowed
fans
to
rank
the
logos.
Live
results
generated
a
heated
competition
amongst
the
names.


Ongoing
discussion
on
the
Facebook
Page
allowed
fans
to
offer
feedback
and
input
on
the
logos
and
colors.



The NumbersFacebook
Fans
May
2:

1,917
May
13:
2,400
+
483
new
fans
in
10
days


1107
ballots
cast
in
Stage
3







 4
of
6
 May
2011
|
Sports
Media
Challenge
©
2011

  5. 5. 


Stage 4: Final voteJune
1
‐
10

Based
on
feedback
and
voting
from
Stage
3,
Charlotte
MLL
presented
the
top
three
design
concepts
for
a
final
fan
vote.


How
it
worked:

Facebook
status
updates
and
comments
directed
fans
to
the
Facebook
Tab
displaying
three
versions
each
for
three
logos.


The
Tab
linked
to
a
Facebook
Poll
that
allowed
fans
to
vote
for
their
favorite
name
and
logo
for
that
name.

The
Facebook
Poll
prompted
fans
to
share
the
poll
on
their
wall
and
invite
their
friends
to
vote.


Season
Tickets:

During
this
stage,
Charlotte
MLL
began
taking
deposits
for
season
tickets.
They
sent
out
a
Facebook
status
update
announcing
that
they
were
accepting
season
ticket
deposits.

In
2
days,
they
had
55
deposits.



The NumbersFacebook
Fans
June
1:

2,784
June
10:

3,487
+
703
new
fans
in
10
days


817
votes
cast
in
Facebook
Poll
149
votes
cast
through
microsite


Of
the
817
votes
cast
on
Facebook
Poll,
258
fans
(32%)
wanted
more
information
on
tickets.
15%
of
those
voting
on
Facebook
shared
the
poll
on
their
wall
and
invited
friends
to
vote.
732
friends
were
invited
to
vote.









 5
of
6
 May
2011
|
Sports
Media
Challenge
©
2011

  6. 6. 

Name the team Facebook Community growth
Publicity 

 • Sports
Business
Journal
 • Charlotte
Observer
 • InsideLacrosse.com
 • Fox
Charlotte
 • WSOC
TV
 • WFAE
 • Charlotte
Business
Journal
 • MajorLeagueLacrosse.com
 

Picture:
Jim
McPhilliamy
being
interviewed
by
Charlotte
TV
station,

WSOC
TV.






 6
of
6
 May
2011
|
Sports
Media
Challenge
©
2011


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