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SME Inc. 
O 212.924.5700 
F 646.439.9071 
www.smebranding.com 
Zach Kelly, VP Brand Strategy 
Zke l ly@smebranding.com 
WH...
WHERE ARE WE NOW? 
2
In-Stadium: Teams are beginning to cultivate an immersive, 
engaging and omni-channel experience unlike ever before 
3
At Home: With the availability of exclusive content and instant 
social conversation, fans can stay engaged on multiple 
p...
The Total Experience: In-stadium and at-home have begun to 
converge so that fans have the opportunity to always be connec...
WHERE ARE WE HEADED? 
6
The question becomes, how do we continue to build a total 
immersive experience across all in-person and at-home channels?...
• Navigation 
• Personalization 
• In Stadium History 
• Augmented Reality 
1 
BEACONS 
8
Beacon technology will help personalize and inform 
the fan experience though mobile interaction 
9
The evolution of Beacon interaction will begin to ease 
navigation through the stadium, giving fans directions to 
their s...
And allow fans to interact with specific locations within 
the stadium to initiate a telling of history or augmented 
real...
• Engagement 
• Social Media 
• New Apps 
2 
TEAM 
CONNECTION 
12
Today’s fans have a burning need to be engaged 
in social media throughout the game 
13
Increased wireless and cellular capabilities at stadiums 
will continue to give fans greater access to social 
media and o...
Apps like “Experience” offer 
seat upgrades and opportunities 
to meet players, mascots and to 
get on the fan cam 
http:/...
Gaming systems like Xbox One personalize your viewing 
experience by bringing interactivity to live games, stats, 
scores,...
Teams and Agencies continue to push the envelope with new 
creative mobile content that engages fans with more behind 
the...
• Google Glass 
• RFID Wristbands 
• Licensed Tech 
3 
WEARABLE 
TECH 
18
As innovation progresses, wearable technology will optimize 
the fan experience by bringing them even closer to the field ...
In game users wearing Google Glass will be able to 
stream content to the jumbotron or your TV, giving fans 
a first hand ...
Google Glass app “Skybox” overlays stats, graphics and video as 
you watch the game to make sure you don’t miss anything i...
RFID wristbands will continue to evolve the stadium experience by 
storing ticket info and checking fans in on social medi...
RFID wristbands can also be worn by athletes to give fans even 
more information on player movement, stats and action on t...
Wearable tech is breaking ground in sensory response with the 
“Alert Shirt,” which engages fans by giving them the emotio...
• E-Commerce / Mobile Payments 
• Parking Apps 
• Self-Serve Concessions 
4 
EFFICIENCY 
25
26 
RFID wristbands can link to your credit card information, 
simplifying food, drink and merchandise purchases 
NY Times...
Traveling to the stadium is easier than ever before with parking 
apps that let you purchase and guarantee parking in adva...
The 2014 MLB All-Star Game at Target Stadium in Minnesota 
was the first sporting event to feature self-serve beverages 
h...
• Clean Energy 
• Recycling 
• Transportation 
5 
SUSTAINABILITY 
29
Environmentally conscious fans, especially Gen Z, expect 
stadiums and teams to promote sustainable practices 
30 
Source:...
Programs such as “NHL Green” encourage and help fans recycle 
after tailgating events and promote food recovery initiative...
FIFA recently launched a number of on the ground 
environmental programs to help offset the carbon footprint left 
by fans...
START THE NEXT TREND 
WITH SME 
33 
SME Inc. 
O 212.924.5700 
F 646.439.9071 
www.smebranding.com 
Zach Kelly, VP Brand St...
SOURCES 
Ad Week: http://www.adweek.com 
APX Labs: http://www.aps-labs.com 
CNBC: http://www.cnbc.com 
Experience: http://...
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Top 5 Trends in Fan Engagement for 2015

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What’s next?

This is something we at SME have asked ourselves every day of our 25-year existence. The answer lies in creative inspiration and the fearless pursuit of the cutting edge. Our team of creatives and brand strategists strive to answer this question for every one of our clients. Check out our 5 key trends for fan engagement in 2015 below and give us a call to chat about how your brand can become a trendsetter and sharpen the cutting edge of fan engagement.

Top 5 Trends in Fan Engagement for 2015

  1. 1. SME Inc. O 212.924.5700 F 646.439.9071 www.smebranding.com Zach Kelly, VP Brand Strategy Zke l ly@smebranding.com WHAT’S NEXT FOR 2015? 5 KEY TRENDS IN FAN ENGAGEMENT SEPTEMBER, 2014
  2. 2. WHERE ARE WE NOW? 2
  3. 3. In-Stadium: Teams are beginning to cultivate an immersive, engaging and omni-channel experience unlike ever before 3
  4. 4. At Home: With the availability of exclusive content and instant social conversation, fans can stay engaged on multiple platforms from their living room 4
  5. 5. The Total Experience: In-stadium and at-home have begun to converge so that fans have the opportunity to always be connected to the stadium environment, regardless of their location 5
  6. 6. WHERE ARE WE HEADED? 6
  7. 7. The question becomes, how do we continue to build a total immersive experience across all in-person and at-home channels? 7
  8. 8. • Navigation • Personalization • In Stadium History • Augmented Reality 1 BEACONS 8
  9. 9. Beacon technology will help personalize and inform the fan experience though mobile interaction 9
  10. 10. The evolution of Beacon interaction will begin to ease navigation through the stadium, giving fans directions to their seats, concessions and the nearest bathroom MLB App: http://mlb.mlb.com 10 http://techcrunch.com/
  11. 11. And allow fans to interact with specific locations within the stadium to initiate a telling of history or augmented reality experience http://techcrunch.com/ 11
  12. 12. • Engagement • Social Media • New Apps 2 TEAM CONNECTION 12
  13. 13. Today’s fans have a burning need to be engaged in social media throughout the game 13
  14. 14. Increased wireless and cellular capabilities at stadiums will continue to give fans greater access to social media and other apps 14
  15. 15. Apps like “Experience” offer seat upgrades and opportunities to meet players, mascots and to get on the fan cam http://www.expapp.com Another example, “Uphoria” relays near instantaneous highlights to fans, which can be viewed from multiple angles 15 Experience: http://www.expapp.com Uphoria: http://www.sportingkc.com/uphoria
  16. 16. Gaming systems like Xbox One personalize your viewing experience by bringing interactivity to live games, stats, scores, highlights and Fantasy sports all on your TV http://news.xbox.com 16 X Box One: http://www.xbox.com/
  17. 17. Teams and Agencies continue to push the envelope with new creative mobile content that engages fans with more behind the scenes access than ever before http://www.sportingnews.com/ 17
  18. 18. • Google Glass • RFID Wristbands • Licensed Tech 3 WEARABLE TECH 18
  19. 19. As innovation progresses, wearable technology will optimize the fan experience by bringing them even closer to the field 19 Google Glass - http://www.google.com/glass/start/
  20. 20. In game users wearing Google Glass will be able to stream content to the jumbotron or your TV, giving fans a first hand perspective of the action http://blog.ted.com/ 20 USA Today - http://www.usatoday.com/story/tech/columnist/shinal/2014/06/26/google-glass-app-to-change-sports-fan- experience/11422667/
  21. 21. Google Glass app “Skybox” overlays stats, graphics and video as you watch the game to make sure you don’t miss anything if you look away from the action http://www.apx-labs.com/ 21 Skybox - http:// www.apx-labs.com/ products/skybox/
  22. 22. RFID wristbands will continue to evolve the stadium experience by storing ticket info and checking fans in on social media. http://www.adweek.com/ 22
  23. 23. RFID wristbands can also be worn by athletes to give fans even more information on player movement, stats and action on the field 23 Spartan Race RFID Example -http://www.spartan.com/
  24. 24. Wearable tech is breaking ground in sensory response with the “Alert Shirt,” which engages fans by giving them the emotional and physical feel of the stadium, regardless of where they reside 24 Alert Shirt - http://wearableexperiments.com/alert-shirt/
  25. 25. • E-Commerce / Mobile Payments • Parking Apps • Self-Serve Concessions 4 EFFICIENCY 25
  26. 26. 26 RFID wristbands can link to your credit card information, simplifying food, drink and merchandise purchases NY Times. Disney Example - http://www.nytimes.com/2013/01/07/business/media/at-disney-parks- a-bracelet-meant-to-build-loyalty-and-sales.html?pagewanted=all&_r=0
  27. 27. Traveling to the stadium is easier than ever before with parking apps that let you purchase and guarantee parking in advance to ensure that you always have the perfect tailgate spot Parking Panda: http://www.parkingpanda.com 27
  28. 28. The 2014 MLB All-Star Game at Target Stadium in Minnesota was the first sporting event to feature self-serve beverages http://www.cnbc.com/ 28 http://www.ipouritinc.com/ http://www.draftserv.com/
  29. 29. • Clean Energy • Recycling • Transportation 5 SUSTAINABILITY 29
  30. 30. Environmentally conscious fans, especially Gen Z, expect stadiums and teams to promote sustainable practices 30 Source: Unilever Project Sunlights How Children Inspire Sustainable Behavior in Adults, August 2013; JWT Intelligence
  31. 31. Programs such as “NHL Green” encourage and help fans recycle after tailgating events and promote food recovery initiatives to redistribute prepared but unsold concessions to local shelters http://www.nhl.com/green/report/ 31 http://summit.greensportsalliance.org/ http://www.nhl.com/ice/eventhome.htm? location=/nhlgreen
  32. 32. FIFA recently launched a number of on the ground environmental programs to help offset the carbon footprint left by fans travelling to the World Cup from outside of Brazil http://www.fifa.com/ 32 FIFA: http://www.fifa.com
  33. 33. START THE NEXT TREND WITH SME 33 SME Inc. O 212.924.5700 F 646.439.9071 www.smebranding.com Zach Kelly, VP Brand Strategy Zke l ly@smebranding.com What are you waiting for?
  34. 34. SOURCES Ad Week: http://www.adweek.com APX Labs: http://www.aps-labs.com CNBC: http://www.cnbc.com Experience: http://www.expapp.com Fast Company: http://www.fastcompany.com FIFA: http://www.fifa.com Microsoft: http://news.xbox.com MLB: http://mlb.mlb.com NHL: http://www.nhl.com Parking Panda: http://www.parkingpanda.com Sporting Innovations: http://www.sportinginnovations.com Sporting News: http://www.sportingnews.com Tech Crunch: http://techcrunch.com TED: http://blog.ted.com Wearable Experiments: http://wearableexperiments.com NY Times: http://nytimes.com 34

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