Using case studies from across the world, EventsTag's CEO Dan Strang talks through some of the most exciting new trends in fan engagement, sports marketing and fan interaction. Using photo marketing techniques Dan looks at how to convert passive fans into active fans

1. FAN ENGAGEMENT WORKSHOP

2. AGENDA
1. Introductions (10)
2. Types of fans (15)
3. Fan engagement principles (10)
4. 5 of the best case studies (20)
5. Fan engagement for £500 per event. (10)
6. 5 practical takeaways (20)
7. EventsTag and fan engagement (20)
8. Networking

3. INTRODUCTIONS

4. TYPES OF FANS

8. TYPES OF FANS
WHAT MAKES
A FAN?
● ENTHUSIASM
● LOYALTY
● DEDICATION
● PASSION
● OPINION
● KNOWLEDGE

9. TYPES OF FANS
FAN
SPECTRUM
PASSIVE
Consumes free content
Regurgitates information
CUSTOMER
Pays for content
Regurgitates information
ACTIVE
Pays for content
Creates own content /
opinion

10. TYPES OF FANS
NEEDS OF
PASSIVE FANS
CONTENT
Information to easily keep well
enough informed.
VALUE
This is vast but the ‘efforts’ of
keeping updated needs to give a
value return
COMMUNITY
At the early stages they need to
feel as though they are not alone
with passive and active fans.
ASPIRATION
Need to feel as though being
part of the fan club adds to their
social status.

11. TYPES OF FANS
NEEDS OF
ACTIVE FANS
UNIQUE
Ability to find information that is
only available to them. .
VALUE
Again they need to feel value for
the efforts they are putting in;
team winning, experience.
COMMUNITY
Need to feel that they are at the
top of the fan community, so they
need passive fans to prove this.
DEDICATION
Need to prove their dedication -
tattoos, season tickets, new
shirts.

12. FAN ENGAGEMENT

13. FAN ENGAGEMENT
AVAILABLE
CONTENT
COMMUNITY CREATE
COMMUNITY
OFFER UNIQUE
OPPORTUNITIES
FAN ENGAGEMENT
PASSIVE FANS TO ACTIVENEW PASSIVE FANS
ASPIRATIONAL
CONTENT
EXPERIENCE
(ONLINE)
EXPERIENCE (LIVE) REWARD
DEDICATION
UGC MATCHDAY
OWNED PROPERTIES

14. FAN ENGAGEMENT
FAN
ENGAGEMENT
PRINCIPLES
1. UNIQUE
3. EXPERIENCE
4. COMMUNITY
5. ASPIRATION
2. CONTENT
6. REWARD
All fan engagement activities
should have at least two of these
principles.

15. FAN ENGAGEMENT
PRE GAME
SOCIAL MEDIA
OWNED PROPERTIES (WEBSITE, EMAIL, APP)
LIVE EXPERIENCE
WHERE AND
WHEN?
DURING GAME POST GAME

16. 5 OF THE BEST CASE STUDIES

17. 1. TANGO SQUAD
[ADIDAS]
UNIQUE
CONTENT
COMMUNITY
ASPIRATION
REWARD
EXPERIENCE

18. 2. PAC 12
CHAMPIONSHIPS
[AT&T]
UNIQUE
CONTENT
COMMUNITY
ASPIRATION
EXPERIENCE CONTENT CREATED
843
LIKES
88K
IMPRESSIONS
4.25M

19. 3. LIVE GLOBAL
FANS [MAN
UNITED]
UNIQUE
CONTENT
COMMUNITY
ASPIRATION
REWARD
EXPERIENCE

20. 4. COLLEGE
SPORT FAIR
[EBAY]
UNIQUE
CONTENT
COMMUNITY
REWARD
EXPERIENCE

21. - CASE STUDY -

22. ACROSS 10 COLLEGE CAMPUSES EBAY INVITED
STUDENTS TO PLAY SOCIAL SLOTS.

23. 2,036 STUDENTS POSTED PHOTOS TO SPIN THE WHEEL.

24. 61 GRAND PRIZES WERE GIVEN AWAY.

25. AND THEIR HASHTAG GAINED A REACH OF 1,336,333 ON
SOCIAL MEDIA.

26. 5. EURO 2016
[NIKE]
UNIQUE
CONTENT
EXPERIENCE
ASPIRATION

27. FAN ENGAGEMENT FOR £500
PER GAME

28. GIVEAWAY
PHOTO PROPS
UNIQUE
CONTENT
COMMUNITY
REWARD
EXPERIENCE

29. SOCIAL
WALLLive stream your hashtag with our feature clad and
hair-raising social media wall.

30. GIF BOOTH
Multiple rapid fire photos are sewn together to create
jaw dropping GIFS, all made possible with our super
simple touch screen interface.

31. PHOTO
OPPORTUNITY
UNIQUE
CONTENT
COMMUNITY
EXPERIENCE

33. EVENTSTAG AND FAN
ENGAGEMENT

34. EXPERIENCE

35. EXPERIENCE

36. OUR
CREATE
EXPERIENCES

37. OUR CREATE EXPERIENCES PROVIDE CROWDS
WITH UNIQUE BRANDED CONTENT.

38. GIF BOOTH
Multiple rapid fire photos are sewn together to create
jaw dropping GIFS, all made possible with our super
simple touch screen interface.

39. SNAPMASK
We lose the make up and digitally transform your
guests into whoever or whatever you want them to
be with your own digital masking app.

40. GREEN SCREEN
Tear up the old school step and repeat with
our eye popping green screen technology.
Perfect for taking fans somewhere new.

41. SLOMO
Slow it all down with our slo motion camera stations. Using
our ever so simple touch screen interface to record a clip,
slow it down and send it your guests own mobile phone.

42. BOOMERANG
Back and forth and back and forth we go with our content
boosting boomerang booth.

44. OUR
AMPLIFY
EXPERIENCES

45. OUR AMPLIFY EXPERIENCES INSPIRE SOCIAL
INTERACTIONS THROUGH UNIQUE LIVE EXPERIENCE.

46. SOCIAL
SLOTSGiving away brand prizes? Hashtag a photo to play the
game. Watch the reels spin. Three in a row and the
jackpot is yours.

47. HASHTAG
MAILBOXTurn social snaps into old school physical postcards. Our
snazzy postbox lets you find your Instagram pic, add a
mailing address and send it off!

48. SOCIAL
WALLLive stream your hashtag with our feature clad and
hair-raising social media wall.

49. POLAROID
STATIONBring your social content bouncing back to life with our
polaroid stations. Guests hashtag content and print them
into branded 6x4 prints in a touch of a button.

51. NEXT
GENERATION
EXPERIENCES

52. SOCIAL
MOSAIC
TRADING
CARDS
DOUBLE
EXPOSURE
YOU’RE
THE STAR
OUR NEXT GENERATION EXPERIENCES INSPIRE
SOCIAL INTERACTIONS AND CONTENT.
CINEMA-
GRAPH

53. SOCIAL
SPIN
TWINSEY GET @ME BURST
ARRAY
OUR NEXT GENERATION EXPERIENCES INSPIRE
SOCIAL INTERACTIONS AND CONTENT.
WHERE’S
WALLY

54. SOCIAL
MOSAICOne photo in two different light exposures gives your
guests some of the most unique content they’ve ever
seen.

55. TRADING CARDS
Present your fans with the ultimate takeaway. A fully unique, nostalgia
heavy, branded trading card.

56. DOUBLE EXPOSURE
One photo in two different light exposures gives your guests some of the
most unique content they’ve ever seen.

57. CINEMAGRAPH
Create mesmerizing cinematography with your own unique cinemagraph
video ready to share on social.

58. YOU’RE A STAR
Using our super powered green screen backgrounds we can create a
totally unique scene for each guest. Think posters at football games
cheering on the guest or displays in Time Square plastering their name
in lights!

59. SOCIAL SPIN
Let your guests take a spin on our wheel of fortune. The trick being they
need to post a photo to social media to play. Once their photo is
displayed the wheel spins and they’ll win from the pre-selected prizes.

60. TWINSEY
Ever wish you had a twin? Twinsey brings that experience to consumers
in a fun photo or video takeaway. Consumers can step up to a green
screen, take two photos in different poses and get a takeaway with the
sibling they never had.

61. WHERE’S WALLY
What better way to celebrate other than taking a childhood story and put
a new ending on it. Consumers take a full body photo over green screen
and are then placed into a Waldon style scene which can be printed as a
takeaway or displayed on screen.

62. BURST ARRAY
Using our super simple burst booth we capture a 180 degree plane of
movement in one simple boomerang style clip.

63. CUSTOM
SOLUTIONS

64. WE’VE GOT YEARS OF EXPERIENCE IN CREATING
SUPERPOWERED EXPERIENTIAL TECH. OUR
PLATFORM IS FLEXIBLE, OUR TEAM IS IDEA LEAD,
AND OUR EXECUTION IS WHAT KEEPS PEOPLE
COMING BACK. THIS COMBINATION MAKES US
CONFIDENT WE’RE CAPABLE OF WORKING ON
ALMOST ANY EXPERIENCE CAMPAIGN.

65. PHOTOS
745
PRINTS
1490
SOCIAL REACH
7.9M
To celebrate O2's 10th Birthday EventsTag
took over the big screen outside the venue.
Fans entered their name on our tablets to
send to the big screen. They walked onto
stage with their name behind them whilst our
photo booth captured them in action!
YOUR NAME
IN LIGHTS.
CUSTOM SOLUTION

66. WINNERS
30
PHOTOS
1,083
SOCIAL REACH
1.3M
American airline gave Cubs fans the chance to
not only create unique, shareable content
through a branded snowglobe, but EventsTag
also built a sweepstake mechanic where fans
could win a prize by entering their phone
number. Our system scheduled 30 winners
throughout the day and randomly distributed
prizes on entry.
SNOWGLOBE
SWEEPSTAKES
.
CUSTOM SOLUTION

67. TWEETS
1,265
LIGHT CHANGES
52
OUTREACH
5.7M
Sally Hansen wanted to create a gigantic
splash at New York fashion week. So we
transformed their store into a fully functional
Twitter powered light show. Fashionistas
flocked to the pop up store, posted their
favourite nail varnish colour on Twitter and
watched as their name appeared on screen
and the lights instantly switched to the colour
of their choice!
TWITTER
LIGHTSHOW.
CUSTOM SOLUTION

68. IMPRESSIONS
78M
TWEETS SHOWN
48,000
TRENDING POS.
1st
During the Rugby World Cup 2015, O2 had the
challenge of making social noise without being
a sponsor. We gave them the power to do this
with the world's largest social media wall.
Selected tweets were beamed onto the roof of
the O2. Cameras were then timed to take a
GIF of their individual image and automatically
tweeted back to them!
ON TOP OF
THE WORLD.
CUSTOM SOLUTION

69. SCORE
CAMERA
ARRAY
A camera array goes off as fan’s showcase a
triumph moment. Soccer balls are thrown in the
same area as the fan as the camera’s go off.
The camera array captures them in mid-air for a
GIF with some serious dimension. Overlay
include CFC branding and match highlights.
Special moments: mascot, pyro-technic’s,
blue + white+ yellow confetti

70. BOBBLE HEADS
We will give fans the chance to create their
own personalised bobblehead as a digital and
physical takeaway to keep and share on social.

71. PASS IT
ON
We give fans a live interactive experience
combined with a unique takeaway. At the game
they record their own video of receiving a pass,
performing a trick and passing the ball. We
then stitch this live on screen to videos of other
fans, celebrities and even pre recorded player
videos. Once the game is over fans are sent
their own unique video loop to share on social.

72. 5 TAKEAWAYS

73. CONTENT
Enable active fans to create
unique content that attracts
passive fans to the club.
ASPIRATION
Fans need to feel as though buying a ticket to a
game is an exclusive club that only they are part of.
UNIQUE
Fans want unique experiences,
so use technology to customise
the experience for them.
VALUE
Value doesn’t have to be
expensive to you. A piece of
content is valuable to a fan.
USE SPONSORS
USe your sponsors to help with Fan Engagement. In
the United States this is common practice to have 5 -
10 sponsors offering enticing experiences.

74. Dan Strang | CEO | +44 7545 334888 | dan@eventstag.com | IG: dmdstrang