From live production to social media, from pr to influencer relationships - Joseph Villeayoux, Hurricane Group
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The document discusses how sports events can transition to entertaining festivals that engage younger audiences through new technologies and interactive experiences. It advocates focusing on qualitative engagement over quantitative metrics by understanding audiences better and sharing compelling stories. The document also notes some legal boundaries may need redefining for digital content and rights in the new media ecosystem.
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From live production to social media, from pr to influencer relationships - Joseph Villeayoux, Hurricane Group
- 1. FROM SPORTS EVENTS TO ENTERTAINING FESTIVAL Joseph VILLEFLAYOUX CMO Hurricane Group
- 2. 2
- 3. 15-25 69% OF AUDIENCE BETWEEN 15 & 25 1 M SPECATORS EACH YEAR 80% REVENUES FROM PARTNERSHIPS
- 4. THE URBAN SPORTS AT THE DAWN OF 2020 OLYMPICS DISCPLINES IN 2020 INVOLVMENT OF INTERNATIONAL FEDERATIONS STRONG VALUES FOR THE YOUTH
- 5. 5 ATHLETES PARTNERS SPECTATORS PROVIDERS MEDIA EMPLOYEES FEDERATIONS CLUBS & ASSOCIATIONS RESIDENTS … IDENTIFY YOUR S TAKE HOL DE R S
- 6. ENTERTAINING FESTIVAL USER EXPERIENCE 1 - GET THE FREE E- TICKET 2 - ENTER THE GREATEST EVENT 3 - DARE WHAT YOU NEVER DARED 4 - OR TRY IT VIRTUALLY 5 - ASSIST THE BEST LEVEL OF COMPETITION 6 - THEN VOTE FOR YOUR FAVORITE RIDER 8 - SHARE IT ALL ON THE BRANDED SMART SOCIAL INTERACTIVE WALL ON SNS, LIVE SYNCHRONISATION 9 - DON’T FORGET TO HAVE A BEER AND EAT, IT’S A FESTIVAL ! 7 - MEET HIM/HER FOR REAL
- 7. 7 FROM A QUANTITATIVE APPROACH TO A QUALITATIVE OPERATION DATA BETTER REPORTS MARKET TRENDS IDENTIFICATION IMPROVING MEDIA COVERAGE MERCHANDISING GROWTH COMMERCIAL OPERATIONS BETTER AUDIENCE UNDERSTANDING DELIVERING CAMPAIGN TO RIGHTS CONSUMERS
- 8. 8 REPLACE AUDIENCE BY ENGAGEMENT THE NEW MEDIA ECOSYSTEM RIGHTS HOLDERS EVENT ORGANISERS AUDIENCE ATHLETESOTT SOCIAL MEDIA CREDIBILITY + BUSINESS MODEL AMBUSH MARKETING COMPETITORS LIVE
- 9. 9 GET TO GRIPS OF VALUES AND STORYTELLING : THE PREEMINENCE OF CONTENTS GENE RATE “BRAND LOVE” RECIPE = CONGRUENCE + STORYTELLING + EMOTIONS #ForTheBrave
- 10. 10 LEGAL BOUNDARIES TO REDEFINE CONTENT MARKETING RIGHTS SPONSORS MEDIA RIGHTS MEDIA AFFILIATION / VISIBILITY BROADCASTING DIGITAL’S TEMPORARY LIMITS? DIGITAL’S GEOGRAPHIC BOUNDARIES? TERRITORIES / PERIOD / USE MODES
- 11. 11 QUESTIONS?
- 12. 12 THANK YOU