This document provides an executive summary and background for a marketing campaign targeting Millennial sports fans for the TV show "FOX Sports Live." The goal is to increase brand awareness and viewership among Millennials. Research found that Millennials prefer to access sports content on mobile devices and through social media. The campaign will introduce "Uncle Paul," a humorous sports superfan character, to help Millennials relate to the show. It will use merchandise, social media, and campus events to build buzz around Uncle Paul and drive viewers to tune into the show. The campaign aims to position FSL as an entertaining, diverse source of sports news that integrates well with Millennials' mobile and interactive lifestyles.
Fox Sports Live is a sports news show that aims to increase its brand awareness among millennial viewers. The campaign will introduce "Uncle Paul," a humorous sports fan character embodied through social media and campus activations. Research found that millennials prefer to consume sports content on mobile devices and value humor and interactivity. The campaign will use Uncle Paul to build buzz on college campuses and engage millennials through social media, merchandise drops and exclusive events to drive viewership of the television show.
Member report: Google - Why the growth of mobile apps is good news for brandsIAB Europe
The screen in our hands is now the gateway to the online world - the first choice to answer any questions, accomplish any tasks, stay informed and entertain for hours. Marketers may assume that apps offer limited opportunities to reach and engage audiences, but our new research shows that’s false. Apps play a very important role in consumers’ daily lives.
Not that the world needs another presentation on social media, but am posting this overview given to the Masters in Sports Management program at the University of Northern Denmark nonetheless. It provides an overview of the growth of social platforms, the impact this has had on the traditional sports media landscape, the imperative for teams and leagues to change to match the tastes of the next generation of sports consumers, and what sports properties must consider when developing a social media strategy.
YouGov The power of gaming influencers report 2021Social Samosa
YouGov’s International Gaming Report 2021 on the global gaming influencer landscape, sizes the gaming influencer global fanbase across 17 international markets and reveals where these influencer followers sit within the global influencer sector as a whole.
This document summarizes key findings from the Reuters Institute Digital News Report 2013, which studied news consumption across multiple countries. Some of the main findings include:
- Tablet and smartphone usage for accessing news has significantly increased over the past year. Denmark has the highest usage of smartphones and tablets for news.
- Computers remain the most common device for accessing news, but smartphones and tablets are also widely used. Multi-platform access to news is becoming more common.
- Tablets are seen as offering a better experience for in-depth news compared to smartphones, which are more often used for quick updates. Apple devices are more likely to be used for news compared to other manufacturers' tablets and smartphones.
Rolfe William Swinton at the Video Insider SummitMediaPost
1) The document examines consumer behavior across three major sporting events - Super Bowl 2014, March Madness 2014, and World Cup 2014.
2) Viewing habits, demographics, locations, activities, emotions and media consumption differed greatly between the events and among audience groups.
3) Second screen usage varied widely based on context, demographics, and what was happening within the event itself. Younger audiences and those feeling bored or excited were more likely to engage with mobile/social media.
Fox Sports Live is a sports news show that aims to increase its brand awareness among millennial viewers. The campaign will introduce "Uncle Paul," a humorous sports fan character embodied through social media and campus activations. Research found that millennials prefer to consume sports content on mobile devices and value humor and interactivity. The campaign will use Uncle Paul to build buzz on college campuses and engage millennials through social media, merchandise drops and exclusive events to drive viewership of the television show.
Member report: Google - Why the growth of mobile apps is good news for brandsIAB Europe
The screen in our hands is now the gateway to the online world - the first choice to answer any questions, accomplish any tasks, stay informed and entertain for hours. Marketers may assume that apps offer limited opportunities to reach and engage audiences, but our new research shows that’s false. Apps play a very important role in consumers’ daily lives.
Not that the world needs another presentation on social media, but am posting this overview given to the Masters in Sports Management program at the University of Northern Denmark nonetheless. It provides an overview of the growth of social platforms, the impact this has had on the traditional sports media landscape, the imperative for teams and leagues to change to match the tastes of the next generation of sports consumers, and what sports properties must consider when developing a social media strategy.
YouGov The power of gaming influencers report 2021Social Samosa
YouGov’s International Gaming Report 2021 on the global gaming influencer landscape, sizes the gaming influencer global fanbase across 17 international markets and reveals where these influencer followers sit within the global influencer sector as a whole.
This document summarizes key findings from the Reuters Institute Digital News Report 2013, which studied news consumption across multiple countries. Some of the main findings include:
- Tablet and smartphone usage for accessing news has significantly increased over the past year. Denmark has the highest usage of smartphones and tablets for news.
- Computers remain the most common device for accessing news, but smartphones and tablets are also widely used. Multi-platform access to news is becoming more common.
- Tablets are seen as offering a better experience for in-depth news compared to smartphones, which are more often used for quick updates. Apple devices are more likely to be used for news compared to other manufacturers' tablets and smartphones.
Rolfe William Swinton at the Video Insider SummitMediaPost
1) The document examines consumer behavior across three major sporting events - Super Bowl 2014, March Madness 2014, and World Cup 2014.
2) Viewing habits, demographics, locations, activities, emotions and media consumption differed greatly between the events and among audience groups.
3) Second screen usage varied widely based on context, demographics, and what was happening within the event itself. Younger audiences and those feeling bored or excited were more likely to engage with mobile/social media.
The ThinkNow Mobile App Report is a nationwide survey that looks at how Americans use and perceive their mobile device apps. The report includes the following insights:
# The majority of mobile devices users download applications at least once a month.
# Younger people are more likely to download an app to share with others
# Users access their apps an average of 8x a day
# And More...
The document summarizes key findings from qualitative research on how brand and trust operate in fragmented news environments. It found that while platforms fit into different consumption routines, brands remain an important vehicle for trust. Brand visibility varies across distributed platforms. The importance of social media sharers depends on the situation. Views on algorithms versus editors are mixed, and some are unaware of algorithms. Overall, people want established news brands to continue providing trusted news into the future.
The spotlight is on pollsters in the UK, following the performance of the polls at the 2015 General Election. Are we alone in facing this challenge, or is it a global issue? Does the experience in other countries point to what we should be doing in the UK?
Ipsos has many of the leading polling experts from around the world, and we brought them together in London to provide unique combined insight. Our panel members from the US, Canada, Italy and Sweden talked us through the role and challenges of polling in their countries and what we need to do to get it right. They also updated us on the political landscape of their countries, with outlines of the major elections they have recently had, and in the case of the US, the on-going race to the White House.
This document discusses how time spent on social games and networking apps on iOS devices has grown to rival top television shows and sports in terms of audience size. A study found that 19 million Americans spend an average of 22 minutes per day on iOS social gaming apps, matching or exceeding viewership for popular TV programs. However, other research indicates that people are not choosing between TV and social media, but engaging with both simultaneously on different devices. The rise of mobile entertainment represents a significant change for the advertising industry which has traditionally targeted primetime TV audiences.
NFL fans spend a significant amount of time engaged with digital media and social networks. They spend an average of 1.81 hours per day on social media, accounting for nearly 30% of their total 6.32 hours spent online daily. The most popular social network is Facebook, used by 83% of NFL fans, nearly half of whom are active users. Second-screening is also very common, with 80% of fans using a laptop or cellphone while watching television, most often to check social media or chat with friends.
Be smart about smartphones analyses newsbrand reading behaviour tracked on smartphones over three months and explores how young people specifically weave newsbrands into their 24/7 mobile lives. We challenge assumptions, provide detailed insight into the smartphone day on newsbrands and suggest five key ways that will help clients and agencies to optimise campaign engagement.
Slideshare #3: NFL & The Change of DemographicsKristin Sample
The NFL and its demographics are expected to shift along economic lines. Effects of terrorism, globalization, and demographics on NFL. The "Ghettoization" of football.
Nic Newman presents research on the implications of voice technology and smart speakers for news. Some key findings include:
- Smart speaker ownership is growing faster than smartphones at a similar stage, with around 30 million users in the US. However, people primarily use voice assistants for basic tasks like weather, music, and timers rather than news.
- Broadcasters dominate the default news sources on devices due to their high trust and expectations for audio news. Few people change the defaults.
- News usage is split between interactive conversations, brief news updates, and passive radio/podcast listening. Publishers struggle with developing voice strategies due to lack of resources, path to monetization, discovery challenges, and lack of usage data.
The document summarizes mobile marketing trends based on data from various research organizations. It finds that smartphone ownership and mobile data usage are growing rapidly. Android and the Apple iOS platform are the leading mobile operating systems, though iOS has a larger overall reach across devices. Mobile activities like social networking, gaming, and music listening are all growing. Location-based check-ins and mobile video viewing are also increasingly common. The number of mobile purchases increased 123% from 2009 to 2010.
This document discusses 7 predictions about the future of media:
1. Digital media consumption will continue to grow significantly and surpass traditional media consumption. Younger generations already consume most of their media digitally on mobile devices.
2. Subscription models will continue to be a major revenue driver for digital media companies, as consumers are increasingly willing to pay for digital content and services.
3. Native digital advertising that fits the format and consumption patterns of different digital platforms will thrive. Major tech companies already generate tens of billions annually from digital advertising.
4. The issue of ad blocking will eventually resolve as publishers, platforms, and advertisers improve ad experiences and consumers choose between free content with ads or paid subscriptions without ads.
ShareThis Canadian Millennials Study_2015ShareThis
The document analyzes social media data from 6.7 million Canadian millennials aged 18-34 over 2 months. It finds that millennials are highly active and influential social media users who share across multiple devices and channels. Millennials share more often about serious topics like business and politics compared to older groups. Their social sharing also correlates with higher online purchasing in categories like electronics, food, and personal care. The document recommends that marketers target millennials based on their nuanced interests revealed by social media data and place ads in contexts where millennials are actively sharing and conversing.
Africa Global
49% 38%
47% 35%
45% 33%
43% 30%
41% 38%
40% 32%
1) The document discusses marketing in the mobile world and provides an overview of a mobile ad reaction study conducted in 18 countries including 3 countries in Africa for the first time.
2) Some key findings are that mobile devices are increasingly central to people's lives, presenting huge opportunities for growth in mobile communications and marketing. However, consumer attitudes toward mobile marketing are less favorable than other channels.
3) When done well, mobile ads can effectively build brands and play diverse roles in the marketing mix. Marketers need to
This is a presentation I gave on October 11, 2014 in Kuala Lumpur, at the inaugural Goinnovate event (organized by Malaysian media conglomerate Astro).
Do people remember the news brand when they visit a story via a social media or search engines? By employing a tracking study and a survey we find that less than half could remember the name of the news brand when visiting a story via a sideways access.
The document summarizes key media and technology trends from 2016, including the rise of "fake news" and declining trust in traditional media. It also discusses the financial struggles of digital publishers and growing power of tech platforms like Facebook and Google. Major developments included the expansion of distributed publishing through platforms like Instant Articles and AMP, increased focus on live and social video, and debates around the responsibilities of platforms.
#MobileRocks South Africa 2014: Part 2 - The Mobile AudienceRaymond Buckle
Mobile allows access to 97% of the SA Adult Audience, but there are different access segments which require a unique approach for marketing and advertising.
Tomi Ahonen famously called mobile the 7th Mass Media. In SA mobile is 1st in mass media, and the 1st screen for multi-screeners according to AMPS and MillwardBrown AdReaction 2014.
At Silverstone, we believe in mobile first marketing.
To do it successfully requires an understanding of the mobile audience – who they are and how they engage through their phones and tablets.
Part 2 of the #MobileRocks review of AMPS, deals with the audience, their core profiles and demographics based on the channel they engage through.
There are some really cool stats and infographics, and we’ve also included an opportunity guide and media cheat sheets per segment.
If you have questions about this report, the MMA or would like to explore how to effectively incorporate mobile into your marketing mix, please get in touch.
Enjoy – and if you like it please share and tell everyone! Use the tweet sheets and icons – make a wave!
#MobileRocks http://lnq.in/MobileRocks
Raymond & the Silverstone Team
// http://silverstone.solutions
The document provides an analysis and recommendation for Man Industries (India) Ltd stock. It summarizes the company's Q1 FY16 results showing increases in net profit, revenue, EPS and EBITDA compared to the same period last year. It recommends buying the stock with a target price of Rs. 135, citing anticipated revenue and profit growth, reasonable valuation multiples and positive industry outlook.
Strong families are characterized by avoiding and overcoming conflict. Studies have found that broken families can negatively impact children, so maintaining unity is important. Tips for families include preventing disagreements from escalating and finding ways to compromise.
This end project report summarizes the performance of a project against its objectives, details any changes made, reviews the quality of work, and plans for a post-project review. It includes statistics on achieving objectives, handling change requests, quality assurance activities, and schedules the post-project review date. The report is intended to record how well the project met its goals as outlined in the initial project documentation.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The ThinkNow Mobile App Report is a nationwide survey that looks at how Americans use and perceive their mobile device apps. The report includes the following insights:
# The majority of mobile devices users download applications at least once a month.
# Younger people are more likely to download an app to share with others
# Users access their apps an average of 8x a day
# And More...
The document summarizes key findings from qualitative research on how brand and trust operate in fragmented news environments. It found that while platforms fit into different consumption routines, brands remain an important vehicle for trust. Brand visibility varies across distributed platforms. The importance of social media sharers depends on the situation. Views on algorithms versus editors are mixed, and some are unaware of algorithms. Overall, people want established news brands to continue providing trusted news into the future.
The spotlight is on pollsters in the UK, following the performance of the polls at the 2015 General Election. Are we alone in facing this challenge, or is it a global issue? Does the experience in other countries point to what we should be doing in the UK?
Ipsos has many of the leading polling experts from around the world, and we brought them together in London to provide unique combined insight. Our panel members from the US, Canada, Italy and Sweden talked us through the role and challenges of polling in their countries and what we need to do to get it right. They also updated us on the political landscape of their countries, with outlines of the major elections they have recently had, and in the case of the US, the on-going race to the White House.
This document discusses how time spent on social games and networking apps on iOS devices has grown to rival top television shows and sports in terms of audience size. A study found that 19 million Americans spend an average of 22 minutes per day on iOS social gaming apps, matching or exceeding viewership for popular TV programs. However, other research indicates that people are not choosing between TV and social media, but engaging with both simultaneously on different devices. The rise of mobile entertainment represents a significant change for the advertising industry which has traditionally targeted primetime TV audiences.
NFL fans spend a significant amount of time engaged with digital media and social networks. They spend an average of 1.81 hours per day on social media, accounting for nearly 30% of their total 6.32 hours spent online daily. The most popular social network is Facebook, used by 83% of NFL fans, nearly half of whom are active users. Second-screening is also very common, with 80% of fans using a laptop or cellphone while watching television, most often to check social media or chat with friends.
Be smart about smartphones analyses newsbrand reading behaviour tracked on smartphones over three months and explores how young people specifically weave newsbrands into their 24/7 mobile lives. We challenge assumptions, provide detailed insight into the smartphone day on newsbrands and suggest five key ways that will help clients and agencies to optimise campaign engagement.
Slideshare #3: NFL & The Change of DemographicsKristin Sample
The NFL and its demographics are expected to shift along economic lines. Effects of terrorism, globalization, and demographics on NFL. The "Ghettoization" of football.
Nic Newman presents research on the implications of voice technology and smart speakers for news. Some key findings include:
- Smart speaker ownership is growing faster than smartphones at a similar stage, with around 30 million users in the US. However, people primarily use voice assistants for basic tasks like weather, music, and timers rather than news.
- Broadcasters dominate the default news sources on devices due to their high trust and expectations for audio news. Few people change the defaults.
- News usage is split between interactive conversations, brief news updates, and passive radio/podcast listening. Publishers struggle with developing voice strategies due to lack of resources, path to monetization, discovery challenges, and lack of usage data.
The document summarizes mobile marketing trends based on data from various research organizations. It finds that smartphone ownership and mobile data usage are growing rapidly. Android and the Apple iOS platform are the leading mobile operating systems, though iOS has a larger overall reach across devices. Mobile activities like social networking, gaming, and music listening are all growing. Location-based check-ins and mobile video viewing are also increasingly common. The number of mobile purchases increased 123% from 2009 to 2010.
This document discusses 7 predictions about the future of media:
1. Digital media consumption will continue to grow significantly and surpass traditional media consumption. Younger generations already consume most of their media digitally on mobile devices.
2. Subscription models will continue to be a major revenue driver for digital media companies, as consumers are increasingly willing to pay for digital content and services.
3. Native digital advertising that fits the format and consumption patterns of different digital platforms will thrive. Major tech companies already generate tens of billions annually from digital advertising.
4. The issue of ad blocking will eventually resolve as publishers, platforms, and advertisers improve ad experiences and consumers choose between free content with ads or paid subscriptions without ads.
ShareThis Canadian Millennials Study_2015ShareThis
The document analyzes social media data from 6.7 million Canadian millennials aged 18-34 over 2 months. It finds that millennials are highly active and influential social media users who share across multiple devices and channels. Millennials share more often about serious topics like business and politics compared to older groups. Their social sharing also correlates with higher online purchasing in categories like electronics, food, and personal care. The document recommends that marketers target millennials based on their nuanced interests revealed by social media data and place ads in contexts where millennials are actively sharing and conversing.
Africa Global
49% 38%
47% 35%
45% 33%
43% 30%
41% 38%
40% 32%
1) The document discusses marketing in the mobile world and provides an overview of a mobile ad reaction study conducted in 18 countries including 3 countries in Africa for the first time.
2) Some key findings are that mobile devices are increasingly central to people's lives, presenting huge opportunities for growth in mobile communications and marketing. However, consumer attitudes toward mobile marketing are less favorable than other channels.
3) When done well, mobile ads can effectively build brands and play diverse roles in the marketing mix. Marketers need to
This is a presentation I gave on October 11, 2014 in Kuala Lumpur, at the inaugural Goinnovate event (organized by Malaysian media conglomerate Astro).
Do people remember the news brand when they visit a story via a social media or search engines? By employing a tracking study and a survey we find that less than half could remember the name of the news brand when visiting a story via a sideways access.
The document summarizes key media and technology trends from 2016, including the rise of "fake news" and declining trust in traditional media. It also discusses the financial struggles of digital publishers and growing power of tech platforms like Facebook and Google. Major developments included the expansion of distributed publishing through platforms like Instant Articles and AMP, increased focus on live and social video, and debates around the responsibilities of platforms.
#MobileRocks South Africa 2014: Part 2 - The Mobile AudienceRaymond Buckle
Mobile allows access to 97% of the SA Adult Audience, but there are different access segments which require a unique approach for marketing and advertising.
Tomi Ahonen famously called mobile the 7th Mass Media. In SA mobile is 1st in mass media, and the 1st screen for multi-screeners according to AMPS and MillwardBrown AdReaction 2014.
At Silverstone, we believe in mobile first marketing.
To do it successfully requires an understanding of the mobile audience – who they are and how they engage through their phones and tablets.
Part 2 of the #MobileRocks review of AMPS, deals with the audience, their core profiles and demographics based on the channel they engage through.
There are some really cool stats and infographics, and we’ve also included an opportunity guide and media cheat sheets per segment.
If you have questions about this report, the MMA or would like to explore how to effectively incorporate mobile into your marketing mix, please get in touch.
Enjoy – and if you like it please share and tell everyone! Use the tweet sheets and icons – make a wave!
#MobileRocks http://lnq.in/MobileRocks
Raymond & the Silverstone Team
// http://silverstone.solutions
The document provides an analysis and recommendation for Man Industries (India) Ltd stock. It summarizes the company's Q1 FY16 results showing increases in net profit, revenue, EPS and EBITDA compared to the same period last year. It recommends buying the stock with a target price of Rs. 135, citing anticipated revenue and profit growth, reasonable valuation multiples and positive industry outlook.
Strong families are characterized by avoiding and overcoming conflict. Studies have found that broken families can negatively impact children, so maintaining unity is important. Tips for families include preventing disagreements from escalating and finding ways to compromise.
This end project report summarizes the performance of a project against its objectives, details any changes made, reviews the quality of work, and plans for a post-project review. It includes statistics on achieving objectives, handling change requests, quality assurance activities, and schedules the post-project review date. The report is intended to record how well the project met its goals as outlined in the initial project documentation.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document discusses different sociological perspectives on pop culture. It explains that Pierre Bourdieu's cultural capital theory views high culture as a way for the dominant class to exclude lower classes, who lack the education to appreciate high culture. Functionalist theorists see pop culture as a unifying aspect of society that allows temporary escape from problems. However, it may also undermine core cultural values. Conflict theorists note that pop culture is a commodity created by corporations for profit, and it often reflects and perpetuates inequalities around race and gender found in broader culture.
The document outlines the curriculum for a Diploma in Wildlife Management program offered by Kitabi College of Conservation and Environmental Studies in Rwanda. The program aims to equip graduates with skills to manage protected areas sustainably and pursue careers such as game wardens, protected area planners, wildlife researchers, and community conservation officers. The curriculum focuses on developing students' abilities to formulate questions about protected areas, gain knowledge of people-wildlife interaction, critically examine issues, and make informed decisions. Standards are established for content, performance, and proficiency to ensure students understand biological, social, economic and political factors impacting protected areas.
Haiku Deck is a presentation platform that allows users to create Haiku-style slideshows. The document encourages the reader to get started creating their own Haiku Deck presentation on SlideShare by providing a link to do so. It aims to inspire the reader to try out Haiku Deck's unique presentation style.
This document contains summaries of presentations from a 2006 paving conference on CSS (Context Sensitive Solutions) trends in transportation planning, NEPA processes, design, construction, and maintenance. The first presentation discusses how good transportation planning considers all users and modes of transportation, incorporates stakeholder input and community values, works with the natural environment, and evaluates alternatives. The second presentation discusses how NEPA processes are similar to CSS and emphasize stakeholder involvement and considering impacts. The third presentation outlines key CSS activities like stakeholder involvement and environmental reviews, as well as performance measures and goals like meeting commitments and preserving resources. It also emphasizes harmonizing planning, NEPA, design, construction and maintenance.
This document outlines a project for Team Quadcycle to design a vehicle that can be disassembled to fit through small spaces like manholes or valves to transport workers inside water mains. It lists customer needs such as fitting through openings as small as 24 inches, comfortably carrying an adult, and having corrosion resistance. It then provides sections on the team's last design, additional modifications made like a revamped seat attachment, and photos of the fully assembled final product.
Lodha Evoq is a 55-story luxury residential tower located in New Cuffe Parade Wadala, Mumbai near the Imax-Dome. It is situated on 23 acres of land within the new MMRDA development area, providing easy access to the metro, eastern freeway and monorail to avoid traffic. The tower offers luxury amenities like security, air conditioned rooms, an open space, library, swimming pool, kids play area and supermarket.
The document provides information about global and Romanian football consumers from market research reports. It summarizes that the global football fan is typically a married man between 16-44 years old with above average education who consumes 25% more media. In Romania, the average fan is also a married man between 14-44 with above average education and income. Brands focus sponsorship on major international competitions that attract broad, global audiences.
This document outlines a communication plan to increase Generation Y's awareness and support of NASA's 2030 Mars mission. The plan identifies Millennials (ages 18-34) as the key target audience and analyzes their behaviors and preferences, which include heavy social media use and interest in pop culture and brands like ESPN. The plan sets two main objectives: increase Generation Y's awareness of the Mars mission by 25% by August 2016 through sponsored content in popular media outlets; and gain their support through new social media accounts and events featuring celebrities that appeal to Millennials. The total estimated budget is $190,000 to implement strategies like sponsored articles, broadcasts, and expanded social media presence.
The campaign proposes redesigning @TheBuzzer's website to better meet the needs and preferences of its target millennial audience. Key elements of the redesign include integrating new video content categories labeled with sports terms to help users easily navigate to their preferred types of content. The categories include "Big Buzz" for top news, "Pregame" for pre-game hype, "Sideline" and "Locker Room" for insider perspectives, "Postgame" for recaps, and "Personal Foul" for other commentary. The goal is to improve users' digital experience and increase engagement metrics like video views and social media shares.
Cynisca, an all-female marketing agency, has crafted a campaign for @TheBuzzer, a sports news outlet targeting millennial males. The campaign aims to increase brand awareness, social media followers, and video views through improved digital experiences and strategic content delivery. Research found millennial sports fans want timely, relevant content delivered across social platforms to stay informed and participate in conversations. The campaign will provide customized content categories and social media engagement to give fans a "home-field advantage" in sports information.
The document discusses media coverage of sport from the 1980s to today. It notes that media coverage has expanded significantly, with more outlets now covering more sports. Television now includes dedicated sports channels like Sky Sports, and the internet allows 24/7 access to sports news and information. However, increased commercialization has also influenced sports as schedules are altered for TV and sponsorship deals are prominent. Overall, the relationship between sport and media is now highly codependent, with each influencing and benefiting the other.
This marketing campaign aims to increase brand recognition and loyalty for @TheBuzzer among millennials. @TheBuzzer is a subsidiary of FOX Sports that focuses on lighthearted sports entertainment content but lacks awareness. Research found that millennials prefer short, funny videos and sharing "passion points" they can relate to. The campaign will position @TheBuzzer as the source for passion point stories in sports through fun, shareable content on social media. It will appeal to millennials' need to be trendsetters by feeding their sports interests.
The document outlines a communication plan created by Auctus Communications for @TheBuzzer to increase awareness and followers among millennial sports fans. The plan includes objectives to grow @TheBuzzer's social media presence, a big idea to position @TheBuzzer as millennials' daily ritual for sports news and entertainment, and strategies for content creation, promotion, and use of digital/social media platforms. The goal is to make @TheBuzzer a daily destination that connects all sports fans to their favorite sports.
Smartphones will play a significant role in how consumers engage with the 2014 World Cup. Nearly half (48%) of respondents plan to use their smartphone to watch or follow the World Cup, making mobile the second most popular device behind TV (51%). Additionally, 37% will use their smartphone at half time and 35% will use it throughout games. This suggests consumers will be "dual screening" by using their TV and smartphone simultaneously. The large mobile audience and dual screening behavior present opportunities for brands to engage consumers and facilitate multimedia campaigns during the World Cup.
Phd 2014 World Cup Impact Report (Pre-newsletter)PHD_France
The document provides information on interest and planned consumption of the 2014 FIFA World Cup in Brazil across multiple markets and demographics. Some key findings include:
- 74% of respondents globally expressed high interest in the World Cup across 17 markets.
- 64% of respondents plan to post comments about the World Cup on social media, and 58% will follow or like a brand related to the event.
- 84% plan to use multiple devices like smartphones or laptops while watching the World Cup on TV.
Phd 2014 World Cup Impact Report from PHD_Franceyann le gigan
The document provides information on interest and planned consumption of the 2014 FIFA World Cup in Brazil across multiple markets and demographics. Some key findings include:
- 74% of respondents globally expressed high interest in the World Cup across 17 markets.
- 64% of respondents plan to post comments about the World Cup on social media, and 58% will follow or like a brand related to the event.
- 84% plan to use multiple devices like smartphones or laptops while watching the World Cup on TV.
This marketing plan summary analyzes the Red Sox Student 9's program, which offers discounted tickets to students. It finds the program has struggled with low attendance despite its goals of engaging students and creating lifelong fans. Trend analyses identify declining youth interest in baseball and increasing reliance on technology among millennials as challenges. The plan recommends targeting international students, excluding high schoolers, partnering with universities, and introducing incentives to boost ticket sales and brand awareness through expanded digital and campus marketing.
Our national consumer study of soccer fans reveals how Hispanics engage with soccer on social media and how they plan to follow and cultivate the World Cup experience. Download the study to better understand this enthusiastic fan base, how they will engage the World Cup, and how receptive they are to social media advertising. The study contents include the following:
# A significantly larger proportion of Hispanics than non-Hispanics consider themselves soccer fans
# Soccer seems to transcend language barriers among Hispanics
# Hispanics are significantly more engaged with soccer related activities
# Hispanics over-index in the use of computers and mobile devices when following soccer
Sorry, but for copyright reasons we do not allow the content o.docxrafbolet0
Sorry, but for copyright reasons we do not allow the content of this site to be printed.
All rights reserved. No part of the content on this site may be reproduced, printed, stored in a retrieval system, or transmitted,
in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written
permission of Kaplan Publishing.
Page 1 of 1
2/11/2015http://kfknowledgebank.kaplan.co.uk/KFKB/Wiki%20Pages/Expected%20...
33l OCTOBER 2007 l International Journal of Sports Marketing & Sponsorship
CASE
STUDY
Super Bowl: a case study of buzz marketing
Keywords
Super Bowl
event marketing
internet advertising
buzz marketing
word of mouth
advertising tools
Executive summary
When it comes to American football, the Super Bowl is
the premier game of the National Football League
(NFL) in the United States. The Super Bowl is
annually the nation’s highest-rated TV programme and
the most watched single-day sporting event. A great
deal of excitement revolves around the game, the half-
time show and the advertisements. The game tends to
have high Nielsen television ratings and on average
80–90 million Americans are tuned into the Super
Bowl at any given moment (Associated Press, 2007).
With consumers more broadband- and wireless-
connected, Super Bowl has become an entertainment
and social extravaganza in its own right, and has
emerged as ‘must watch’ television.
But what happens when the few TV programmes
that traditionally attracted millions of people fall prey
to competition? Despite the hype surrounding the
2006 Winter Olympics, the Games proved no match
for television’s gold medal-winning American Idol.
Given that the sporting environment is moving in
Abstract
In the US, the Super Bowl is annually the nation’s
highest-rated TV programme and the most watched
single-day sporting event. But could the Super Bowl,
like other sporting events that traditionally attracted
millions of people, fall prey to competition? This case
study argues that despite the increasing fragmentation
of viewing audiences, Super Bowl is an event in itself.
The case describes the marketing and social
environment encompassing the Super Bowl, and
addresses the metamorphosis that has helped it
maintain its competitive edge. The study concludes
with a discussion of buzz marketing as a complete
solution for maintaining competitiveness in today’s
sporting environment.
Iris Mohr
Associate Professor, Marketing Department, Tobin College of Business
St John’s University, 8000 Utopia Parkways, Jamaica, NY 11439, US
Tel: +1 718 990 7307
Email: [email protected]
Peer reviewed
34 International Journal of Sports Marketing & Sponsorship l OCTOBER 2007 l
CA
SE
ST
UD
Y
Super Bowl: a case study of buzz marketing
unexpected directions, is it possible that the American
Idol phenomenon could happen to Super Bowl? This
case argues that unlike the Olympics, Super Bowl is
not only about competition between TV networks, the
game itself or about.
Mini Brands for Holiday 2020 by Team Six Ad Co. (spr. 2020 final project)Shokolatte Tachikawa
Final presentation for MKT9785 Digital Marketing Strategy at Zicklin School of Business Baruch College - Spring 2020
Research on seasonal trend, heavy-up strategy and recent social media priority models i.e. TikTok, Instagram, Facebook, and more.
ADI: Super Bowl 50 Will Be Tipping Point For Ad IndustryAdobe
With more than one in three consumers watching live sports today on a device other than a traditional television set, Super Bowl 50 is likely to see some major shifts in how consumers watch the big game, according to new analysis by Adobe Digital Index (ADI).
The document discusses the impact of social media on sports. It notes that social media has changed how sports news and reactions are shared, as updates are now nearly simultaneous with events. More than 80% of sports fans now monitor social media during games. Athletes have also leveraged social media to gain large followings. Overall, social media has presented both new opportunities and challenges for the sports industry.
Fox Sports is analyzing its internal strengths and weaknesses as well as external opportunities and threats as the sports media industry grows rapidly. Fox Sports has a strong broadcasting team that brings in viewers and aims to expand into new markets globally. However, increased competition from streaming services and loss of broadcasting rights threaten Fox Sports' market share. Overall customer feedback has been positive for Fox Sports due to its quality coverage and avoidance of political controversies that have hurt other networks.
Television shows have taken on various forms of bias to promote their shows and ideas for money and power. This document analyzes bias in politics, sports, advertising, and race as portrayed on television. Political news shows bias through distortion and disagreeing over values. Sports coverage influences viewership and product purchases. Advertising targets demographics and uses characters to influence automatic eating behaviors. Depictions of race in crime news and ads can encourage modern racism and stereotypes.
2. 02
06
09
12
Executive Summary
Game Plan
Target Audience
Surveys
Goals & Objectives
SWOT
Primary Research/Focus Groups
TABLE OF CONTENTS
15
17
22
26
They Will Believe
University of Nebraska–Lincoln
Campaigns Team 2015 Partners
with “FOX Sports University”
to present “FOX Sports Live.”
3. STAND
OUT
1
EXECUTIVE SUMMARY
In order to stand out in the sports news show
business, “FOX Sports Live” (FSL) needs to be
recognized as a strong brand among Millennials.
This demographic looks for adventure and values
the experience. They need something to relate to
that holds the same values they do. Millennials rely
increasingly on mobile technology. This campaign
focuses on using mobile devices as the user’s first
experience with FSL, which then entices them to
tune into the televised program.
The campaign will have heavy ties into social media
to give Millennials a way to build a relationship
with FSL and satisfy their need for technology.
Recognition of the brand will begin with the release
of the “Uncle Paul” campaign and be carried out
through various acts associated with him.
This campaign focuses on giving Millennials a
connecting point to the show because Uncle Paul
is someone everyone knows: a clever, humorous
and passionate sports fan. Uncle Paul’s personality
replicates the characteristics of FSL: entertaining,
personable, and the voice of reason. Centered on
college campuses and starting with the football
season, the campaign uses merchandise drops,
exclusive tailgates and social media to build buzz
for the Uncle Paul reveal. This campaign can also
be used during other sports seasons.
2
Forbes. (2014). 2015 Is The Year Of The Millennial Customer: 5 Key Traits These 80 Million Consumers Share.
1
1
4. FSL has accounts on social networks including
Facebook, Twitter and YouTube. As of April 2015,
FSL’s Facebook page has approximately 206,000
likes, the Twitter account has about 160,000 followers
and YouTube page has about 39,000 subscribers.
These social media pages display photos and
videos from the FSL show as well as other sporting
events. They also provide breaking sports news,
announcements and teasers of upcoming show topics
and guest stars. The Twitter account often retweets
other FOX Sports accounts, sports stars, teams,
coaches and fans.
COMPANY BACKGROUND
FSL is a nightly sports news show. Hosted by Jay
Onrait, Dan O’Toole and Charissa Thompson. It
combines breaking sports news and highlights
with banter between former players and experts,
providing a unique perspective for fans. Since
FSL has been on air for a little less than two years,
many people are not familiar with the program.
Fortunately, because it is a new and growing
program, there is an opportunity to develop a strong
brand and bring in fresh ideas.
The show consists of three, one-hour segments
every night of the week. The first segment starts at
10:00 p.m. CT and focuses on highlights from recent
sporting events. The second segment starts at 11:00
p.m. CT and includes a Top-10 Countdown as well
as a round-table discussion. Lastly, the 12 a.m. CT
show is a combination of information from the first
two segments. FSL is a program on cable channel
FOX Sports 1, which reaches 73 percent or 85
million households out of 116.4 million homes. The
average viewing time of FSL is approximately 10
minutes 38 seconds.
3
148K
142K
34K
Facebook
Twitter
You Tube
4
“List of how many homes each cable network is in as of February 2015”, Zap2it, 4/20/2015, http://tvbythenumbers.zap2it.com/2015/02/22/list-of-how-many-homes-each-cable-
network-is-in-as-of-february-2015/366230/
“FOX Sports Live.” (2014). Ipsos Brand Awareness Tracking.
FOX Sports Live, Facebook, 4/20/2015, https://www.facebook.com/FOXSportsLive
@FOXSportsLive, Twitter, 4/20/2015, https://twitter.com/foxsportslive
FOX Sports Live, Youtube, 4/20/2015, https://www.youtube.com/channel/UCGF8KeO725lEB8vxWnlZOHw
206K
160K
39K
Facebook
Twitter
You Tube
Stats from Jan. 2015 Stats from April 2015
2
3
4 5
6
2
3
4
5
6
5. 5
Smartphones, computers and TV are the three leading
sources for sports consumption among the 158 people
who completed a survey about their sports viewing
habits. Many of the viewers like to have humor
included with their sports news along with straight-to-
the-point information.
The biggest competition for FSL is ESPN’s
“SportsCenter.” “SportsCenter” is leading the market
in sports news. One of the biggest advantages the
competitors have is brand awareness.
THE
GAME
PLAN
SITUATION ANALYSIS
FSL’s goal is to provide viewers with a humorous,
entertaining and educational sports news show. FSL has
had a difficult time connecting with Millennial viewers
and is striving to change that. One of today’s major
trends include moving into the digital age. A large
majority of sports enthusiasts view sports news on their
phone. In order to reach Millennial viewers, FSL must
adopt this trend and make it its own.
Most of FSL’s viewers are between the ages of 19 and
64. Males make up three-fourths of the audience. Many
of the viewers are also located in the Southeast and
Pacific regions of the United States. An improvement in
awareness could be made in the 19-34 range.
6
5
7
8
Nielsen. (2015). Year in Sports Media
“FOX Sports Live.” (2014). Ipsos Brand Awareness Tracking.
8
7
6. 8
Target Millennial demographic,
women, and minorities while
keep existing audience.
Increase mobile usage to drive
traffic to the show.
Provide feedback and ideas on
the show content.
THE
CHALLENGES
NEED TO
KNOW
Nielsen. (2015). Year in Sports Media “FOX Sports Live.” (2014). Ipsos Brand Awareness Tracking.
1
2
3
4
What are the strengths and
weaknesses of “FOX Sports Live.”
What attracts Millennials to sports
news shows?
8
What is the current awareness of “FOX
Sports Live” among Millennials?
How do Millennials consume their
sports news?
1
2
3
presented by “FOX Sports Live”
7
7
7. 9
Psychographics Demographics
TARGET AUDIENCE
COMBINED
CHARACTERISTICS
AGE: 19 - 24 AGE: 25 - 34
Mike is a prime example
of the younger Millennial
(19-24). He is a busy college
student who focuses his
free time on being with his
friends and keeping up with
his sports news. Considering
his fast-paced lifestyle, he
uses digital media platforms
to access sports highlights
and scores. While accessing
his sports news from TV,
he also likes to include a
second screen to enhance his
viewing experience.
John and Julie fit into
the older Millennial
demographic (25-34). They
are married with a one-year-
old daughter and settled
into their careers living in
the Midwest. After putting
their daughter to bed, they
use some of their free time
to sit down together, relax
and gather their sports news
through traditional media,
while also being engaged
with another device.
Sports fans
Like humor
Competitive
Excited about the “next new thing”
Uses smart phones/tablets daily
Tech-savvy 10
Open to change and
brand loyal
Watches sports news on a
regular basis
Actively seeks out sports
news on social media
Enjoys engaging with
other sports fans and brands
Median HHI of
$25,000-$48,000
Only 21% are married
23% have a Bachelor’s
degree
36% have children
This campaign is targeted toward two
different types of Millennials because
Millennials fall into two different diverse
groups (19-34). All millennials make
up approximately 17 million of the total
U.S. population.
9
(http://www.marketingcharts.com/traditional/demographic-stats-about-us-millennials-40016/)
8. 11
SPORTS,
11
BELIEVE
12
They Will Believe
“FOX Sports Live” enhances Millennials’
experience with sports news and entertainment
through humor, diverse and interactive content
that integrates into this active generation.
VOICE.
YOUR
YOUR POSITIONING STATEMENT
9. The demographics for FSL are ages 19-64.
The highest viewer rates are in the older age
ranges. Therefore, there is an opportunity to
increase viewership among 19-34 year olds.
The viewers are 75 percent male and 25
percent female. The majority of viewers for
the FSL 11 p.m. show are in the Southeast and
Pacific regions of the United States. Creating
awareness in other regions will help gain
viewers and help create brand loyalty.
In the target ages of 19-34, there was a 53
percent increase in those consumers viewing
sports digitally between 2013 and 2014. In the
sports world, on-the-go convenience is a must.
Smartphones offer one way to implement
this fast-paced lifestyle. “From October 2012
to 2014, the average smartphone user in the
United States increased their monthly time
spent on mobile sports content by 35 percent.”
(Master 5, 2014).
13
SECONDARY
RESEARCH
Awareness of “FOX Sports Live”
68% 67% 71%
October
November
December
*Sports
fans
ages
18-64,
2014
Ipsos
Brand
Awareness
Tracking
14
84% 81% 81% 71%
African-
American Caucasian
Asian-
American Hispanics
84% 81% 81% 71%
In 2008, smartphones were a nascent technology, with only 10% penetration. By the end of 2010, however, that jumped to
30%, and crossed the 50% in Q2 12. Today as it sits at a staggering 75% complemented by the rapid emergence of smart TV’s
and Tablets.
NIELSEN “Year in Sports Media Report”
“A collective 72.3 million Americans consumed a staggering 7.1 billion minutes of sports content in October 2014 alone, and those
numbers will only continue to grow” (Master, 5 2014). Asian Americans are “most likely to own smartphones compared to average
U.S. Consumers”
30% 46% 60% 66% 75%
N/A 2% 4% 8% 13%
N/A 10% 19% 29% 46%
73% 76% 60% 66% 78%
Smartphone
Smart TV
Tablets
Broadband
Access
2010 Q4 2011 Q4 2012 Q4 2013 Q4 2014 Q3
“FOX Sports Live.” (2014). Ipsos Brand Awareness Tracking
Nielsen. (2015). Year in Sports Media
Nielsen. (2015). Year in Sports Media
.
9
10
11
9
10
11
* Increase of Awareness
.
SMARTPHONE
USERS IN U.S.
RISE OF TECHNOLOGY
10. Focus Groups
Kobalt conducted qualitative research with two
separate focus groups exploring the thoughts and
feelings about sports news and entertainment from an
audience between the ages 19-34. Participants were
asked about their sports media viewing habits, what
their ideal sports program would consist of, and their
awareness of FSL.
The moderators encouraged them to be specific when
discussing what they liked, didn’t like and would
change. Participants watched a variety of clips of the
show itself and were asked follow-up questions to get
their opinion of the delivery, hosts and content. They
were also shown several tweets by the show’s main
Twitter account (@FOXSportsLive).
The tweets used different delivery techniques: straight
forward, humorous, with an article attached, and with
a video attached. They then watched part of a podcast
with Jay and Dan to show a different side of the hosts.
15 16
It goes down to
the material. If it’s
funny and it tells
me about sports,
I’ll watch it.
-Sean
“
”
* names have been changed due to confidentiality rules
PRIMARY
RESEARCH
* Race was predominantly Caucasian throughout the two focus groups.
11. Survey 1 Included a
random sample of sport fans students
from the Introduction to Sports
Communication course.
of dedicated sports fans
use a second screen while
viewing sports
45%
75%
Highlights
Breaking News
Score Updates
Documentaries
Op-ed
142
213
110
111
109
120
94
103
43
13
*Each sphere represents 50 participants with a range of 0-300
17
What sports program content
appeals to Millennials the most?
Survey 2Targeted general
sports fans within the social circles of students in
the Advertising and Public Relations Campaigns
course. The purpose was to get information from
sports fans about their sports viewing habits and
social media use (n1=158, n2=266).
How do Millennials consume sports news & entertainment?
154
280
138
254
146
235
63
106
69
78
27
55
33
44
*Each sphere represents 50 participants with a range of 0-300
18
* Both surveys portrayed the lower end of the 19-35 target age group. The first focus group was comprised of all males. The second focus group was
made up of an equal ratio of male and female Millennials.
Dedicated sports fans
General sports fans
of general sports fans use
a second screen while
viewing sports
Dedicated sports fans
General sports fans
12. 19
Do Millennials prefer to receive their
sports content factually or with humor?
75%
54%
56%
68%
Facts
Humor
20
How do Millennials interact with sports
news shows on their second screen?
Retweets
75.4%
45%
Favorites
Likes
75.4%
38%
61.4%
60%
Dedicated sports fans
General sports fans
Dedicated sports fans
General sports fans
13. 21
21
“I tune in to them (FOX Sports) mostly
for NASCAR. It’s nice to have a
network that actually responds to it.”
- Lisa
* names have been changed due to confidentiality rules
22
“I kind of liked the initial plot of how
they were talking sports and putting
kind of a comical spin on it. Funny
things happen in sports.”
- Autumn
INSIGHTS TO RESEARCH
* names have been changed due to confidentiality rules
Misunderstanding of what “FOX Sports Live” provides
Second screen a growing opportunity
There is a high expectation of strong social media presence
Mobile accommodates on-the-go lifestyles
There is a lack of personal connection with “FOX Sports Live”
14. 25
23 24
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
FSL content can be accessed on multiple platforms
(TV, internet, mobile, etc.).
FSL consistently distributes fresh news with
sporting events happening every day.
FSL covers a wide variety of sports that appeals
to diverse audiences, including women and other
ethnic groups
FSL does not have rights to most of the major
professional leagues.
FSL lacks top-of-mind association with
Millennials.
Lack of digital interaction between viewers and the
show.
Millennials need a trustworthy icon to relate to for
information.
They also are looking for an unbiased sports news
source that can also be light-hearted.
Interacting with viewers on social and digital
platforms.
A majority of survey respondents were not able to
distinguish the FSL program from a live sporting
event.
Millennial viewers collect sports news from their
smartphone to fit their on-the-go lifestyle.
Many viewers use a second screen while watching
sports on TV to interact via social media.
Increase in fees to cover certain sports.
Competitors have more on-air viewers and online
followers and are more active.
Many people are cutting the cord on cable TV.
EXTERNAL
INTERNAL
HELPFUL HARMFUL
SWOT ANALYSIS
15. 25
MARKETING:
To increase the time viewers spend watching FSL
from 10 minutes 38 seconds to 11 minutes 30
seconds.
To increase viewership from 31% who watch the
show regularly to 34% one year
COMMUNICATION:
To increase FSL brand awareness from 21.3
percent to 31.3 percent among the Millennial
generation, women and across different races
within a six-month period.
26
CREATIVE:
To better engage Millennials, women and other
demographics with FSL, so it is their first choice
for sports news and entertainment.
To build an interactive relationship with the target
audience that fulfills the need for sports worthy
content as well as a fun environment.
GOALS & OBJECTIVES
18. TABLE OF CONTENTS
02 15
17
22
Creative Concept
Event Timeline
FOX Sports Live Tailgate
Campus Chaos
Paid Media
Owned/Earned Media
Segmenting
06
09
12
19. WE ARE
DIFFERENT.
This campaign and media presence relies on the
influence of Uncle Paul. Uncle Paul is FSL’s very
own sports fan. He calls it like he sees it. There is
an opportunity that exists to actually be with the
fans; not behind a desk in suits. Uncle Paul and
FSL aim to create an environment and show that
is centered on the fans by being among them. The
focus groups revealed that many sports news
focus groups revealed that many sports news
shows are biased and centered on specific voices
or stakeholders. Uncle Paul will be the voice of
reason for all sports fans. No biases and no ties to
a certain team, conference or league. Uncle Paul
gives straightforward sports thoughts without
being just another commentator or obligated to
follow corporate rules.
follow corporate rules.
CREATIVE CONCEPT
YOUR
YOUR
SPORTS,
VOICE.
1 2
20. WHO IS
UNCLE PAUL?
SPORTS FAN
BRAND LOYAL
ENTHUSIASTIC
WITTY
KNOWLEDGEABLE
ABOUT SPORTS
FAST-PACED
LIFESTYLE
FUN AND ECCENTRIC
3 4
21. EVENT TIMELIME
AUGUST - NOVEMBER SEPTEMBER - DECEMBER MARCH-MAY
5 6
GIFTS FROM
UNCLE PAUL
CAMPUS
CHAOS
FOX SPORTS
LIVE TAILGATE
22. GIFTS FROM
UNCLE PAUL
EVENT #1
The wooden crates will be stamped with the FSL logo
and will contain printed t-shirts and other FSL
merchandise. The contents of the crates will lead
students to FSL’s social media pages and teaser videos
of the personality of Uncle Paul with hashtags and
URLs. Students who share a photo of themselves with
their new Uncle Paul merchandise using the unique
hashtag “#UnclePaul” will have the opportunity to win
hashtag “#UnclePaul” will have the opportunity to win
additional prizes from FSL. These gifts from Uncle
Paul will create buzz as to who Uncle Paul is and what
his objective is. FSL will gain the attention and
awareness needed to launch the campaign into the next
stage.
During the first week of September, FOX
Sports will drop “Gifts From Uncle Paul”
across campuses in the form of crates.
7 8
23. Shortly after the drops, Uncle Paul and
FSL campus reps and/or student
involvement organizations will host a
tailgate on the participating college
campuses.
EVENT #2
The tailgates will bring an engaging experience to
the fans of FSL. Sports fans are passionate and
tailgates get the adrenaline and competitiveness
flowing. Students can gain access to the tailgate
by downloading the FSL app. The app will notify
them with the information about the tailgate. Once
in the tailgate, they will be encouraged to take
photos on Snapchat and use the FS
photos on Snapchat and use the FSL custom filter
which will then be added to the FSL Snapchat
Story. This will tie in Uncle Paul with
merchandise available at the tailgate.
FOX SPORTS LIVE
TAILGATE
9 10
24. ON YOUR MARKS...GET SET...GO!
EVENT #3
After creating a presence on college campuses
across the nation with crate drops and tailgate
parties for the passionate fans, FSL will bring a
competition to the students. “Campus Chaos” pits
the 24 schools from the Big Ten and Big East in a
friendly competition to claim supremacy of
school spirit. The competition begins in March of
the yearly campaign. In late Februar
the yearly campaign. In late February, FSL teams
up with student organizations on each campus to
promote and find the most passionate sports fans.
Students post photos, videos or any creative idea
promoting why they should be chosen to FSL’s
Facebook, Twitter or Vine pages. Other students
vote via FSL social media pages and the FOX
Sports apps on who they think should represent
Sports apps on who they think should represent
their college in the Campus Chaos.
The top three students from each school will
compete against each other in simple sports
games like making 10 free-throws the fastest,
kicking 10 penalty kicks the quickest, throwing
footballs through hanging tires in 30 seconds
and racing around campus in go-karts.
User-generated-content will be rewarded by
FSL as the competition continues. The UGC
FSL as the competition continues. The UGC
will be highlighted on social media and a
stand-alone section on the app. Once a
winner is claimed from each school, the fun
really begins.
CAMPUS
CHAOS
11 12
25. CAMPUS CHALLENGE BRACKET
The 24 winners from each school will be placed
into a bracket system. FSL will partner with Draft
Kings to create a bracket competition for the
students. Students create weekly brackets through
FSL apps, social media and Draft Kings. There is
no money involved, just fun prizes from FSL. The
24 students will participate in similar sporting
events as before and the winners from the
events as before and the winners from the
head-to-head matchups move forward.
Following the events and filling out the bracket is
not enough to make this competition a true
college experience. In the days leading up to the
head-to-head competition, students continue to
show their true colors by being the best and most
passionate fans by supporting their own college
representative.
CAMPUS
CHAOS
Weekly bracket winners are able to carry more
influence in the total number of votes for their
school or the school they are competing against.
They can add votes to their final score or detract
votes from the other school. The power is with the
students. As the bracket dwindles down, the prizes
and influence of the bracket winners and social
media support increases.
media support increases. The winner of the
competition and the overall winner of the bracket
earn their school a FSL Block Party. What sweeter
way to celebrate victory than an all out party?
13 14
26. There is an opportunity to use digital platforms to
reach Millennials. FSL will go to the consumers
through digital in order to bring them in to watch
the show. Video footage will be taken from the
tailgates and fall events and relay those
experiences into a short clip of highlights on
video websites like YouTube. Much of the
advertising and marketing for FS
advertising and marketing for FSL will take place
on the owned media sites like Facebook, Twitter,
Instagram, SnapChat and Periscope but also take
advantage of the advertising opportunities these
sites offer. The goal for the campaign is to run for
one year with Uncle Paul becoming a personality
people resonate with. In the goal of reaching 35
million people through social media ads, cost per
million people through social media ads, cost per
thousand impressions (CPM) will provide an
outlet to spend a smaller budget along with the
buzz created on social media from our events and
stunts.
MEDIA
PAID
15 16
27. Owned media will be the major point of contact
with the target audience. Uncle Paul’s personality
relates and directs Millennials back to FSL and
FOX Sports’ social media pages, apps and show.
The ability to use word-of-mouth, viral videos
and direct user engagement provides a costive
effective alternative to traditional advertising and
marketing. FOX Sports will need to monitor the
marketing. FOX Sports will need to monitor the
user-generated content to ensure it remains
positive and focused on FSL.
FOX Sports will focus on showing more
highlights, clips and podcasts from the show, and
the PR events throughout the year. Social media
enables companies to give users content on a 24/7
basis if they are unable to tune into the show or
podcast. The FSL app provides fans and users the
opportunity to watch portions of the show or
important segments. It will enable users to keep
important segments. It will enable users to keep
up with FSL and not miss any sports news.
It is vital to create a natural dialogue with the
viewers. The events will generate buzz and
curiosity about where FSL and Uncle Paul will go
next during the fall and what competitions will
happen in the spring. The initial ambiguity of
Uncle Paul will cause curiosity of who he is and
where he is coming from. Local news stations will
catch wind of the Uncle Paul events and the
catch wind of the Uncle Paul events and the
Campus Chaos competitions hitting the local
colleges. The events create stories for these news
stations to research and report on why FSL would
create these events and why FSL chose its city’s
college.
MEDIA
OWNED
MEDIA
EARNED
17 18
28. CONNECTING WITH THE TARGET
AUDIENCE.
In order to connect with FSL’s target audience, Kobalt
has determined that the addition of segments
specifically targeting Millennial trends will increase
viewership. These new segments better suit
Millennials’wants and needs. Full or shortened clips
from each of these segments can be accessed on the
mobile app to provide different options as to how
viewers can watch the segments.
viewers can watch the segments.
FOX SPORTS LIVE
SEGMENTS
19 20
29. SEGMENTING
This will include out-of-studio sessions in locations
that are relevant to ongoing sporting events. This
segment will relate to the insight that focuses on
bringing more opinions to FSL by interviewing fans
about their views on the specific event being covered.
This segment will be a fun, interactive break from
FSL’s sports news focus where anchors and athletes
will compete against one another to complete a
challenge. One example is go-kart races around the
FOX Sports facilities. Viewers can help determine the
weekly challenges by voting on the mobile app for
what kind of challenge they would like to see anchors
and athletes compete in. Research shows that
and athletes compete in. Research shows that
weekdays are the most likely times for Millennials to
view sports entertainment shows, so this segment will
be featured every Wednesday to accommodate those
findings.
Much like the “Throwback Thursday” segment, “The
FOX Focus” will feature different teams, athletes and
coaches. The main difference being that these featured
topics will be current, and in a documentary-style
format. Again, focus groups have provided insight on
Millennial interest in this topic. One of the most
consistent interests touched on during the focus groups
were documentary-style features. “The FOX Focus”
were documentary-style features. “The FOX Focus”
will air on Tuesday nights as to accommodate for Jay
and Dan’s on-air schedule as well as the Millennial
preference to view sports news on weekdays.
Throwback Thursday will highlight former teams,
athletes, coaches, sports broadcasters, etc. and delve
into their historic stories and cover what they are doing
today. This will help build a connection with FSL’s
current older male audience who witnessed these
featured stories when they first happened, as well as
Millennials who have a strong interest in these historic
events. Focus groups that were put into action revealed
events. Focus groups that were put into action revealed
that this is a topic Millennials are highly interested in.
*Full or shortened clips from each of these segments can be put on the mobile app to provide different
options as to how viewers can watch the segments.
This segment will feature celebrity sports fans
including actors, comedians, etc. and their opinions on
specific happenings in the sports world. This segment
will also contribute to bringing in more opinions to the
show as well as connecting to Millennials by
implementing humor from the guest comedians. This
segment will be a daily feature. These celebrities can
be featured on the show via phone, Skype or in-studio
be featured on the show via phone, Skype or in-studio
visits.
“Taking it to the Street”
“Wednesday’s Weekly Challenge” “The FOX Focus”
“Throwback Thursday”
“FOX Fans Live”
21 22
30. References
Forbes. (2014). 2015 Is The Year Of The Millennial Customer: 5 Key Traits
These 80 Million Consumers Share
http://www.forbes.com/sites/micahsolomon/2014/12/29/5-traits-that-define-th
e-80-million-millennial-customers-coming-your-way/
Nielsen. (2015). Year in Sports Media
"FOX Sports Live." (2014). Ipsos Brand
"FOX Sports Live." (2014). Ipsos Brand Awareness Tracking.
23 24