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eSports: The Biggest Sport You've Probably Never Heard Of

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With millions of people already playing video games and the popularity of video game competition rising, gamers developed an interest in watching others play for fun, while learning tips to improve their play and witnessing pro-gamers
showcasing their skills.
eSports organizations recognized this trend and created platforms for people to participate and watch. The dramatic rise of game streaming services like Twitch, ESL, and MLG created communities between players and fans.
Then came the big prize money. The professional game casters. Video games broadcast on major networks. Huge, sold-out crowds. Brand sponsorships. And from the beginning, unrelentingly passionate fans.
A perfect sport that fulfills the cultural need to be the hero, to be part of a community as both participant and spectator and experience the thrill of victory.

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eSports: The Biggest Sport You've Probably Never Heard Of

  1. THE BIGGEST SPORT YOU’VE PROBABLY NEVER HEARD OF eSPORTS: “The International at KeyArena” by Dota 2 The International. https://www.flickr.com/photos/dota2ti/14919879595/ Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  2. 2 | © sparks & honey, 2014. All Rights Reserved. THE NUMBERS Photo: Dota “TI4 Grand Finals” by Dota 2 The International. https://www.flickr.com/photos/dota2ti/14733229938/in/photost- ream/ / Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  3. 3 | © sparks & honey, 2014. All Rights Reserved. THE PEOPLE ARE HERE. An explosive trend of millions of fans around the world watching people play video games. 71 Million The number of people who watch competitive video gaming as a spectator sport. Source: Sizing & Profiling eSports’ Popularity | NEWZOO Market Research April 2014
  4. 4 | © sparks & honey, 2014. All Rights Reserved. VIEWERSHIP FREQUENCY AND ENGAGEMENT TIMES ARE STAGGERING AND UNPARALLELED. Source: eSports: Digital Games Brief, April 2014 | SuperData Research www.superdataresearch.com Tweaktown / HIS Technology Report 2013 US eSPORTS VIEWER ACTIVITY,2013 BASED ON SUPERDATA SURVEY DATA 2.2 hours 19 times AN AVERAGE eSPORTS VIEWING SESSIONS LASTS: ON AVERAGE PER MONTH, VIEWERS WATCH eSPORTS: 2.4 billion hours THE AMOUNT OF eSPORTS FOOTAGE WATCHED ONLINE IN 2013 ONE QUARTER WATCH EVERY DAY ATTEND LIVE EVENTS
  5. 5 | © sparks & honey, 2014. All Rights Reserved. OVERWHELMINGLY WINNING THE FAN VIEWERSHIP BATTLE VIEWERS OF SPORTS EVENTS MLB WORLD SERIES NCAA BASKETBALL FINAL FOUR (AVERAGE) NBA FINALS (GAME 7) BCS NATIONALS CHAMPIONSHIPS LEAGUE OF LEGENDS SEASON 3 WORLD CHAMPIONSHIPS 14.9 15.7 26.3 26.4 32.0 eSports: Digital Games Brief, April 2014 | SuperData Research www.superdataresearch.com
  6. 6 | © sparks & honey, 2014. All Rights Reserved. THE MONEY IS HERE $25 Million The amount of money awarded in 2013 as prizes to professional gamers from sponsors and crowdsourcing prize packages. Photo: “Blizzcon 2011 - Saturday” by Brendan C. https://flic.kr/p/aygWNZ Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB “Blizzcon 2011 - Friday” by Brendan C. https://flic.kr/p/axWScq Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  7. 7 | © sparks & honey, 2014. All Rights Reserved. With millions of people already playing video games and the popularity of video game competition rising, gamers developed an interest in watching others play for fun, while learning tips to improve their play and witnessing pro-gamers showcasing their skills. eSports organizations recognized this trend and created platforms for people to participate and watch. The dramatic rise of game streaming services like Twitch, ESL, and MLG created communities between players and fans. Then came the big prize money. The professional game casters. Video games broadcast on major networks. Huge, sold-out crowds. Brand sponsorships. And from the beginning, unrelentingly passionate fans. A perfect sport that fulfills the cultural need to be the hero, to be part of a community as both participant and spectator and experience the thrill of victory. “WE HAVE NO IDEA WHAT THE LIMITS ARE.”— James Lampkin, product manager for ESL (Electronic Sports League) eSports is experiencing an explosion in popularity Photo: “Cloud 9 Takes on Vici Gaming” by Dota 2 The International. https://flic.kr/p/onnWS7 Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  8. AGENCY OF RELEVANCE
  9. 8 | © sparks & honey, 2014. All Rights Reserved. THE ARGUMENT: IS IT OR ISN’T IT A SPORT? A POINT A VIEW “IT’S NOT A SPORT — IT’S A COMPETITION… MOSTLY, I’M INTERESTED IN DOING REAL SPORTS.” — ESPN President John Skipper (ESPN later went on to broadcast eSports game Dota 2 on ESPN 2 and 3. ) AN ALTERNATIVE POINT OF VIEW “IT DOESN’T MATTER IF THE OLD GUARD CONSIDERS IT A SPORT OR NOT…IT’S A MATTER OF WHEN, NOT IF.” — MLG (Major League Gaming) co-founder and president Mike Sepso
  10. 9 | © sparks & honey, 2014. All Rights Reserved. 1) BIG DEALS. Amazon acquires Twitch.tv (a video game streaming platform) for $970 Million. 2) GOLD MEDALS. For the first time, eSports game Call of Duty: Ghosts appeared at the popular ESPN’s X Games in June 2014, where it awarded the inaugural X Games eSports gold medal. 3) GOVERNMENT RECOGNITION The United States government recognizes eSports gamers as professional athletes and began granting gamers visas to come to the country to play. 4) ATHLETIC SCHOLARSHIPS. It’s official. Robert Morris University (RMU) became the first University to recognize video games as a sport under its athletic department and the first in the nation to offer video game scholarships. 5) BREAKING RECORDS: League of Legends Championship Final (October 2013) sold out LA’s 15,000-seat Staples Center in an hour, with and additional 8.5 million viewers watching via live stream. A CULTURAL MOVEMENT THAT IS CHANGING EVERYTHING Source: IGN Source: Huffington Post Source: Geek Wire
  11. 10 | © sparks & honey, 2014. All Rights Reserved. THE PLAYERS ARE CELEBRITIES Photo: “TI4 - Grand Finals” by Dota 2 The International. https://flic.kr/p/oJ9gZ2 Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  12. 11 | © sparks & honey, 2014. All Rights Reserved. THEY TRAIN FOR HOURS EACH DAY, FANS SCREAM THEIR NAMES, AND MILLIONS WATCH THEM COMPETE TO BE THE BEST IN THE WORLD. Photo: “IMG_7623” by Jakob Wells. https://flic.kr/p/opiXMQ Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  13. 12 | © sparks & honey, 2014. All Rights Reserved. THEY ARE DEDICATED… AND TRAIN HARD PRACTICE As with any other sport, professional gamers have to practice, practice, and practice. They train their wrists and their brains to act simultaneously. They practice game play “on average three hours a day but it’s not uncommon to hit upwards of twelve hours.” FOOD Gamers eat high-protein foods created by dietitians who teach them to eat more healthily. FITNESS They undergo daily training for physical and mental dexterity, agility, and to build a healthy body that supports the heavy gaming lifestyle. Training includes weightlifting, cardio, yoga, and brain mapping techniques. Source: New York Times Source: Redbull Source: Motherboard
  14. 13 | © sparks & honey, 2014. All Rights Reserved. THEY LIVE A RIGOROUS, ON-THE-GO LIFESTYLE LIVING ARRANGEMENTS Competitive teams live together in gaming houses and dedicate themselves to long practice hours. TRAVEL Highly competitive teams with sponsors travel frequently and worldwide for tournaments. ALWAYS ON To “make it” in eSports requires a unique status that combines athlete, gamer, and TV celebrity to connect with fans. Source: Reddit / Lifestyles Photo: “Goście Intel Extreme Masters” by Piotr Drabik. https://flic.kr/p/dU4PvC Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  15. 14 | © sparks & honey, 2014. All Rights Reserved. THEY HAVE PAID SPONSORSHIPS, FAN CLUBS, AND SOMETIMES EVEN GROUPIES. Matt “Nadeshot” Haag Call of Duty Danil “Dendi” Ishutin Dota 2 Sasha “Scarlett” Hostyn StarCraft 2 Bae “Dade” Eo-jin League of Legends Source: A.V.Club Photo: “IMG_7578” by Jakob Wells, featuring Danii Ishutin. https://flic.kr/p/op9H3d Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  16. 15 | © sparks & honey, 2014. All Rights Reserved. THE PLOT AT TOURNAMENTS IS THE SAME AS A CHESS MATCH, FOOTBALL GAME, OR PRESIDENTIAL RACE: IT’S THAT ONE VERSUS THAT OTHER ONE. THE GAMES Photo: “Team rOtk steam-rolled team XBOCT” by Dota 2 The International. https://flic.kr/p/o7BYgn Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB Source: Casual esSports Fan
  17. 16 | © sparks & honey, 2014. All Rights Reserved. eSPORTS COMPETITION: THE TOP GAMES BY PRIZE *Prizes awarded to players # 1 Dota 2 $23,409,636.52ndj 618 Players # 2 League of Legends $17,947,201.59 2329 Players # 3 Starcraft II $14,430,969.58 1142 Players # 4 Counter-Strike $10,470,505.81 2339 Players # 5 StarCraft: Blood War $10,470,505.81 384 Players Source: ESportsEarnings
  18. 17 | © sparks & honey, 2014. All Rights Reserved. EACH GAME REQUIRES A DIFFERENT COMBINATION OF SKILLS AND PREPARATION MULTI PLAYER ONLINE BATTLE ARENA (GAMES INCLUDE LEAGUE OF LEGENDS, DOTA 2) - Strong decision-making capabilities and foresight - Ability to plan, gather, and understand necessary resources that will provide immediate and long-term benefits - Strong keyboard and mouse hand coordination - Ability to multi-task and micromanage teams - Keen understanding of when to pull your team back and replace with stronger players or teams - Strong hand and eye coordination - Good memory for maps and power-up locations and caches - Visual and spatial awareness REAL-TIME STRATEGY GAMES (GAMES INCLUDES STARCRAFT SERIES) FIRST PERSON SHOOTER GAMES - (GAMES INCLUDE COUNTER-STRIKE, CALL OF DUTY)
  19. 18 | © sparks & honey, 2014. All Rights Reserved. THE DEBATE THAT MAY NEVER END: PC VS CONSOLE IN COMPETITIVE GAMING. A TALE OF TWO PLATFORMS... TOURNAMENTS AND LEAGUES Console-based eSports leagues do exist, but not on the same scale as PC franchises including Dota 2 and League of Legends. Call of Duty (for now) is the only console game with major tournaments. PC gaming is the more expensive of the two platforms to play at the competitive level. High-end gaming systems can run up to thousands of dollars. COSTS The battle between the controller and the joystick vs. the keyboard and the mouse may be won by the PC. They keyboard and mouse combination offers increased accuracy and a better level of detail and control, which can provide a distinct advantage in competitive play. SKILLS Source: Competive Gaming. PC vs Console
  20. 19 | © sparks & honey, 2014. All Rights Reserved. THE POPULARITY OF eSPORTS IS FUELED BY THE GROWTH OF ONLINE STREAMING CHANNELS Twitch is the world’s leading video platform and community for gamers, with more than 60 million visitors per month. It connects gamers around the world by allowing them to broadcast, watch, and chat from everywhere they play. TWITCH MLG AZUBU YOUTUBE Major League Gaming (MLG) is the global leader in eSports. MLG operates MLG. tv, the #1 online broadcast network for professional level competitive gaming. Azubu is a global broadcast network, delivering premium live and on demand eSports action, programming, news, and analysis. Gaming on YouTube ranges from casual to competitive. Competing streaming services also place their content on YouTube. Photo: “To the victors goes the cheese” by Dota 2 The International. https://flic.kr/p/op5adu Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  21. 20 | © sparks & honey, 2014. All Rights Reserved. THERE ARE APPROXIMATELY 300 MILLION eSPORTS FANS IN 152 COUNTRIES THAT WATCH GAMES ONLINE THROUGH STREAMING PLATFORMS Photo: “Goście Intel Extreme Masters” by Piotr Drabik. https://flic.kr/p/dU4GNj Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  22. 21 | © sparks & honey, 2014. All Rights Reserved. THE CASTERS Photo:“Podczas Intel Extreme Masters” by Piotr Drabik. https://flic.kr/p/dU4PSq Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  23. 22 | © sparks & honey, 2014. All Rights Reserved. CASTERS PLAY AN ESSENTIAL ROLE IN THE eSPORTS SCENE, PROVIDING INSIGHT, HUMOR, EXCITEMENT, AND UNIQUE PERSONALITY TO GAMES THAT WOULD OTHERWISE HAVE TO BE ENJOYED ALONE. Photo: “The Witcher Battle Arena” by download.net.pl - mobile. https://flic.kr/p/r2fqm7 Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  24. 23 | © sparks & honey, 2014. All Rights Reserved. WHO THEY ARE Former players Current players as guest commentators THE JOB Provide play-by-play and analysis between matches and games Create energy and excitement by discussing players’ performance and reviewing some of the best game plays Offer insights into the mechanics of the game and make the details of match-ups and key game moments understandable Ben “Benson “ Bowe (received the first ever O-1 Visa given to an eSports broadcaster.) StarCraft 2 Caster Leigh John “TotalBiscuit” Bain Call of Duty caster, Ryan Wyatt (Fwiz) JOB OF THE FUTURE ALERT: CASTERSTHEY MAKE THE GAME INTERESTING AND EXCITING Source: Millennium Photo: “Intel Extreme Masters @CeBIT” by Patrick. https://flic.kr/p/7HnqJ2 Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  25. 24 | © sparks & honey, 2014. All Rights Reserved. FANS MAKE THE GAME SPECIAL Photo: “Blizzcon 2010” by Michael Carian. https://flic.kr/p/97Nwbg Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  26. 25 | © sparks & honey, 2014. All Rights Reserved. AFFLUENT AND OVERWHELMING MALE THE U.S. FANBASE 31.4 MILLION 70% MALE 30% FEMALE AGES 21 - 35 Photo: “League of Legends Season 3 Finals” by artubr https://flic.kr/p/ihAuCV Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB Source: eSports: Digital Games Brief, April 2014 | SuperData Research www.superdataresearch.com
  27. 26 | © sparks & honey, 2014. All Rights Reserved. THEY ARE SOCIALLY SAVVY AND CONNECTED GAME STREAMERS ACTIVELY SHARE THEIR PERSONAL LIVES VIA SOCIAL MEDIA
  28. 27 | © sparks & honey, 2014. All Rights Reserved. A CULTURE IN WHICH TRASH TALK AND GAME APPRECIATION EXIST AT THE SAME TIMEeSports CHAT ROOMS for fan interaction has been one of the more defining aspects of eSports culture. The accessibility to pro-players’ opinions via chat rooms increases engagement, and sometimes anxiety.
  29. 28 | © sparks & honey, 2014. All Rights Reserved. FOR FANS, IT’S MORE THAN A GAME… IT’S A COMMUNITYDuring non-game hours, game streamers are often socializing in live chat-rooms on platforms like Twitch They talk about their personal lives - fashion, food, music, and more – and the game. - -
  30. 29 | © sparks & honey, 2014. All Rights Reserved. COSPLAY Especially for female fans, costuming for their favorite game is a passion. Jessica Nigri Akatsuki Tsukasa Photo: “League of Legends Cosplay” by artubr. https://flic.kr/p/dknjyV Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  31. 30 | © sparks & honey, 2014. All Rights Reserved. FANS ENJOY THE eSPORTS EXPERIENCE IN VENUES AND ARENAS Photo: “Fan made signs” by artubr. https://flic.kr/p/dknp6C Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  32. 31 | © sparks & honey, 2014. All Rights Reserved. THEY HAVE THEIR OWN GAMING STUDIOS AND DEDICATED SPORTS AND TRAINING FACILITIES MLG.TV ARENA - COLUMBUS, OH At 14,000 square feet, Major League Gaming’s new eSports arena. Features bleacher seating, soundproof booths for players, a broadcast platform for live commentating, spectator screens, and warm-up areas for players. Photo: “Evil Geniuses” by Minyoung Choi. https://flic.kr/p/a9GVLa Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  33. 32 | © sparks & honey, 2014. All Rights Reserved. …AND SELL OUT MAJOR SPORTS ARENAS Riot Games sold out the 18,000 seats Staples Center in Los Angeles for the League of Legends Championship Series within an hour 10,000 seats for DOTA International were sold for the event at Seattle’s Key Arena. Tickets sold out within half hour after going on sale. Photo: “League of Legends Season 2 World Championship finals panorama” https://flic.kr/p/dkngsZ Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB Source: Redbull Source: Dotatalk TEAM WE eSPORTS CAMPUS - SHANGHAI, CHINA Team We, one of China’s earliest and largest professional e-sports groups, recently opened a new eSports traning campus in Shanghai to nurture and develop up and coming talent. It includes both classrooms and dorms. RED BULL eSPORTS STUDIO IN SANTA MONICA, CA
  34. 33 | © sparks & honey, 2014. All Rights Reserved. SELECT BRANDS: THE EARLY PIONEERS Photo: “Gamescom 2014” by Tim Bartel. https://flic.kr/p/oHmJmM Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  35. 34 | © sparks & honey, 2014. All Rights Reserved. READY TO EXPLORE THE BUSINESS IMPLICATIONS OF eSPORTS? Photo: “Azubu frost” by artubr. https://flic.kr/p/dknqxE Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  36. 35 | © sparks & honey, 2014. All Rights Reserved. THE PERFECT OPPORTUNITY. EVERYTHING A BRAND WOULD NEED IN A SPONSORSHIP BIG FAN PASSION AND FERVOR BIG MONEY $ BIG AUDIENCES BIG PERSONALTIES
  37. 36 | © sparks & honey, 2014. All Rights Reserved. 5 WAYS TO GET INVOLVEDAUTHENTICALLY CONNECT WITH PASSIONATE AUDIENCES ALL OVER THE WORLD “eSPORTS IS PROBABLY GOING TO BE MORE CULTURALLY RELEVANT TO THE NEXT GENERATION OF KIDS THAN ANY OTHER SPORT.” — Jason Xu, founder and chief executive of Vancouver’s Battlefy
  38. 37 | © sparks & honey, 2014. All Rights Reserved. Embrace the opportunity to partner with game developers, eSports organizers, and broadcasters to create brand sponsored tournaments. Brands can advance their story by creating content, prizes, and platforms that allow new fan engagement as well as player and gameplay development. This creates a natural way to integrate products and services. EXAMPLE: INTEL EXTREME MASTERS WORLDWIDE TOURNAMENT 1. CREATE EXCLUSIVE PLATFORM SPONSORSHIPS Photo: “Puchar IEM” by Piotr Drabik. https://flic.kr/p/dU4GpS Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  39. 38 | © sparks & honey, 2014. All Rights Reserved. Embrace the opportunity to support and develop key players and eSport teams. Provide access to coaches and resources that will allow players to design and develop the skills they need to participate at the highest levels. Work with leagues and organizers to create paths to turn from casual to amateur to professional gamer. EXAMPLES: NISSAN SPONSORSHIP OF TEAM CURSE + COKE ZERO LEAGUE OF LEGENDS PLAYER DEVELOPMENT TOURNAMENT 2. GET ACTIVELY INVOLVED WITH GAMERS “Final Intel Extreme Masters World Best Gamers League of Legends” by Camila Cunha/indice- foto via Campus Party Brasil. https://www.flickr.com/photos/campuspartybrasil/8439721002/ Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  40. 39 | © sparks & honey, 2014. All Rights Reserved. Partner with official eSports organizations to sponsor events at conferences, festivals, and on college campuses. Create official eSports college chapters and provide funding, access to promotional materials, event production equipment, and customized banners. Create the next generation of eSports brand ambassadors. Sponsor online video series sharing eSports stories about local teams. EXAMPLE: BLIZZARD ENTERTAINMENT MEMBERSHIP MILESTONE PROGRAM 3. DEVELOP LOCAL AND REGIONAL EVENTS Photo: “20131108_083529” by Glenn Batuyong https://flic.kr/p/huNScQ Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB Source: http://www.eslgaming.com/interview/helena-kristiansson-esports-photography-and-joining-esl-full-time-photographer
  41. 40 | © sparks & honey, 2014. All Rights Reserved. Work with online broadcast channel partners (e.g. Twitch, Major League Gaming, etc.) to create original content and tell brand stories that highlight fan and player stories – thereby advancing the eSports lifestyle. Become official sponsors of select eSports casters and create programs and contests to find and develop the next casters. EXAMPLE: X GAMES SPONSORSHIP 4. CONTENT PUBLISHER AND PRODUCER Photo: “X Games 17 @ L.A. Live” by Gerald Geronimo https://flic.kr/p/a8bC1a Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB Source: Wired
  42. 41 | © sparks & honey, 2014. All Rights Reserved. Embrace and create branded boutique broadcast training and practice facilities. (e.g. Red Bull Studios) Leverage any existing or temporary brick and mortar spaces for eSports training and development. Become a key sponsor or host for one of the major tournaments in arenas across the country EXAMPLE: RED BULL 5. STUDIO RIGHTS/EVENT SPONSORSHIP Photo: “Final Intel Extreme Masters World Best Gamers League of Legends” by Camila Cunha/indicefoto via Campus Party Brasil. https://www.flickr.com/photos/campuspartybrasil/8438629351/ Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB Source: Teamliquid
  43. 42 | © sparks & honey, 2014. All Rights Reserved. DON’T SIT ON THE SIDELINES. GET INVOLVED. Photo: Roy Hibbert
  44. 43 | © sparks & honey, 2014. All Rights Reserved. CAN HELP YOU GET STARTED Photo: “IMG_0331” by erocsid https://flic.kr/p/d3sXbm Licensed under (CC BY-SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/deed.en_GB
  45. 44 | © sparks & honey, 2014. All Rights Reserved. SCANNING THE WORLD FOR CULTUREJOIN US. EVERY DAY FROM 12-1PM EST WE HOLD A CULTURE BRIEFING IN OUR NYC OFFICES TO DISCUSS THE DAY’S MOST IMPORTANT 30-40 CULTURAL SIGNALS (CULLED FROM 10,000 SIGNALS FROM ALL OVER THE WORLD). WE SPEND THE HOUR CONNECTING THE SIGNALS TO OUR CLIENTS’ BUSINESS — I.E., HOW DOES THE SIGNAL IMPACT STRATEGY, INNOVATION, AND CONTENT? THE RIGOR OF DOING THIS EVERY DAY ALLOWS US TO SEE PATTERNS AND MAKE HORIZONTAL CONNECTIONS (THINK: CULTURAL “MUSCLE MEMORY”) WHICH ENABLES US TO FORMULATE AN INFORMED POV ON WHERE THE WORLD IS HEADED, AND WHY.
  46. AGENCY OF RELEVANCE
  47. 45 | © sparks & honey, 2014. All Rights Reserved. CULTURAL INTELLIGENCE Social & Cultural Listening Competitive Intelligence & War Gaming Segment Analysis & Tracking Topic Deep Dives Event Tracking Issue Monitoring Real-time Burst Identification Channel Analysis Content & Influencer Strategy Editorial & Cultural Calendars INNOVATION Macro Trend Identification & Quantification Projecting Segments into the Future (Consumers of the Future) Product, Service & Packaging Development Business Model Design & Reimagination Business Context Analysis Futurism Whitespace Identification Brand/Partner & Acquisition Recommendations CONTENT & DISTRIBUTION Pre-Planned (70/30) Content Pro- duction - Online and Offline Real-Time Content Production Real-Time Commerce Social Media Content (short and long form) - posts, tweets, vines, videos, blogs, etc. Community Management Influencer Outreach Channel Optimization & Fan Base Development Analytics & Measurement Real-Time Media Amplification AGENCY OF RELEVANCE CULTURAL STRATEGY AT THE CORE BRANDS SOCIAL AGENCY EVENT MARKETING AGENCY AD AGENCY SEARCH AGENCY DIGITAL AGENCY PR AGENCY POWERED BY - - - - - - - - - - - - - - - - - - - - - - - - - - -
  48. 46 | © sparks & honey, 2014. All Rights Reserved. Sign up on our website to receive updates and future reports: www.sparksandhoney.com For more information: 212.894.5100 info@sparksandhoney.com @sparksandhoney bigthink.com/blogs/amped facebook.com/sparksandhoney OPENING MINDS & CREATING POSSIBILITIES

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