Engaging Fans & Extending Brand Exposure Beyond The Event

Transcription

1 Engaging Fans & Extending Brand Exposure Beyond The Event SALES PRESENTATION 1

2 ABOUT HUGGITY Huggity was launched at MTV s biggest party of the year, held in Malta in June 2011 and has been used as part of digital sponsorship activation on many international, high profile events since then. The Huggity application is based on a huge image of the crowd that allows brands and sponsors to engage directly with their audience at sporting events & concerts, through social media platforms. Huggity s client and event list is impressive to say the least. The company has worked with, the Football Association of Ireland, the Irish Rugby Football Union, Manchester United, Liverpool FC, Sunderland AFC, Sky Sports, Bupa Australia, Eircom, Anderlecht, MTV, Deutsche Telekom, Vodafone, RBS, Aviva, Swatch, Qatar Foundation, The Football Association, Allianz, Euro 2012 Fanzone. FanPics have also been produced for major international events such as the MLB World Series and the Breeder s Cup. FanPic is an engaging marketing tool, providing post event fan engagement and lets fans relive the joy and excitement of their favourite events. Once a FanPic is posted online, users can zoom into a crowd photo to find themselves and their friends. They can then share a branded message with friends and family on Facebook, twitter or through our tagging feature. Whether it is cheering on a team or singing along at a concert, Huggity captures the moment in time and allows fans to share it with their friends through Facebook. The branded interface and branded Facebook stories facilitate brand connection with the fan experience and extend brand exposure beyond the event itself. 2

3 FanPic Application Explained 3

4 ACTIVATING SPONSORSHIP ONLINE Most of the tools available to marketers and sponsors are designed to work either before or during an event. Once the event is finished, the focus of the fan is directed to another event. Huggity changes this by engaging users beyond the event with its content and increasing the length and return of the brand exposure related to the event. We have developed a digital sponsorship inventory which engages fans, extends brand exposure beyond the event, and delivers measurable results. 1 Activate Sponshorship Online FanPic allows Rights Holders and Sponsors to activate their sponsorship online and to build positive association between the brand, event and fans. 2 Extend brand exposure This post event marketing tool extends brand exposure, maximising ROI, through leveraging the power of Facebook. 3 Data Capture FanPic facilitates data capture for targeted post event campaigns through built-in highly engaging game and competitions. 4

5 4 Social Profiling FanPic allows for brands to build a profile of their fanbase and easily establish key markets for future campaigns. 5 Branded Content The importance of Sponsors being a part of events is huge. With FanPic, the key is organic integration of the sponsoring brand and sharable fan content. 6 Engage a global audience FanPic allows brands and sponsors to reach and engage with a global audience through one common passion. 7 Fulfill KPI s The user journey can be customised to match the brand s KPIs such as client acquisition, data capture and lead generation. 8 Social Media Activation FanPic encourages strong traffic to social sites for brands and sponsors. 9 Reach an audience beyond an event FanPic allows a brand to not just reach the direct audience in attendance, but also that of their friends and non attending fans. 10 Improve Fan Experience FanPic allows fans to relive the match day experience through it s stunning imagery. 11 Build a social community FanPic actively encourages a community building atmosphere focused around a common passion. 12 Full Customisation The FanPic interface can be customised to ensure branding is integrated with the user experience, and to achieve specific marketing objectives. 5

6 FanPic Tagging and Sharing Tagging - the Emotional Hook! - The I was there moment in time allows fans to tag themselves and their friends in the crowd and creates the leverage which drives the fan engagement. They can share a moment in time with friends and family on Facebook, Twitter or through the tagging feature, creating a powerful emotional association between the brand and the event. We use our special techniques to capture a FanPic, a 360º multibillion pixel image of all the fans at an event. We launch it within 24 hours after the event and invite fans to find themselves. Once they spot themselves in the crowd they can use Facebook to Tag themselves and share the moment in time 6

7 The FanPic is posted online and users can zoom into a crowd photo to find themselves and their friends. Once done, they can share branded photos of themselves on Facebook, Twitter, or . 7

8 TAGGING Once a user finds themselves they can add a tag. Every tag generates a Facebook story and branded photo which builds association between fan, sponsoring brand and the event. The story and photo are distributed to the Facebook news feed, timeline, ticker and other properties where it can be seen by all the user s friends. 1 tag = 100 s of impressions (130 is the average number of facebook friends) Our analytical tools measure each time a photo or story appears in the user s friends newsfeed and timeline An impression is a story or a branded photo shown to a user. An impression may appear in a users newsfeed, timeline, ticker and application aggregations. BENEFITS Increased Brand Exposure Post Event Increased Fan Engagement Improved Fan Experience Powerful Association Building Tool Reaches audiences beyond the event via the Fan s circle of friends. Allows for digital and social media activation Helps to build social media community Brands Clubs Fans 8

9 Beyond Tagging 9

10 VIRTUAL STADIUM / I wish I was there Virtual Stadium allows fans who were not able to attend the event to experience the excitement and atmosphere online. This is a unique option for the sponsors to engage with fans outside the main arena and allows access to a global fanbase. BENEFITS Brands Allows the brand to engage with a global audience Lets non-attending fans share in the event atmosphere Extends brand reach Encourages sharing between all fans Lets brands access non-domestic fan base Lets brands access non-attending fans Clubs Fans 10

11 Competitions - Treasure Hunt Organisers of large events are in a unique position to offer prizes that money can t buy such as personally signed memorabilia. Competition entry also provides an easy means to capture high quality relevant data such as phone, address. Competitions spread the brand message through a fan s Facebook newsfeed, timeline, ticker and other properties Treasure Hunt facilitates competition entry. Fans are challenged to find treasure within the FanPic. The treasure is normally the team mascot or in the case of the Sky Ashes FanPic, the Ashes Urns. When they find a treasure they are asked a question and given a choice of three answers. They can collect up to 5 treasures and are asked up to 5 questions. One of these questions can be a marketing question and provides an opportunity to capture invaluable commercial data. After they have answered X amount of questions they are invited to enter a competition to win a money can t buy prize. BENEFITS Retention of fan engagement over a series of events Creates conversational topics for social media and PR. Data Capture Emotional Engagement Increased brand exposure post event Continuation of brand exposure between events Encourages word of mouth marketing Creates an opportunity to reward Fan loyalty Brands Clubs Fans 11

12 FANPIC GAMIFICATION Based on our experience gained over the last 2 years of engaging fans through FanPic technology, Huggity has developed a unique user journey to engage fans throughout the whole series and create a sense of belonging to an online community. We have developed gamification features so as to reward fans for taking part in each FanPic. This concept was tested during the 2012/2013 season with Liverpool FC and has been built upon to create an exciting user journey. Gamification works best over a series of events. Fans compete with each other on the Leader Board, collecting points and unlocking badges, these can be collected through tagging or using virtual tags, playing FanPic games such as Treasure Hunt, Challenge games or the Pre-launch Prediction game. Fans can be incentivised with experiential prizes such as VIP match day tickets, signed jersey etc. Alternatively or additionally, they can also be incentivised by allowing them to unlock exclusive content, collect personalised player cards and create unique content such as Facebook cover photos and profile pictures etc. 12

13 Leader Board The Leader Board displays the names of the fans that have the most points throughout the series the leading fans are entitled Super Fans. The Leader Board is displayed on the FanPic highlighting the rewards the series leaders have received and those that are up for grabs. Those that attain Super Fan status can post this privileged status to their social media profiles and are rewarded with a money can t buy prize such attendance at the team s training session. Badges When a Fan collects x points they earn a badge which entitles them to an exclusive virtual prize such as a download of video content featuring a player demonstrating a trick, private tour of the trophy room etc. The videos can be developed to incorporate the client s branding and product. There are 9 badges to collect e.g. Super Sub, Midfield Marhshall, Hat Trick Hero. When the fan hits the next level they earn a superior badge and are awarded with another exclusive virtual reward. Badges can be shared on Facebook giving the fan serious Bragging Rights. 13

14 COLLECTING POINTS EXPLAINED Points can be collected by: Playing the pre-launch game Tagging Virtual Stadium / I wish I was there Inviting friends Playing Treasure Hunt Playing Super Fan challenge games Vote for Player / Pledge Allegiance Pre-launch game This is launched before the FanPic goes live and is based on a prediction of the game result(win / draw / lose). It drives fans to the FanPic overviewing what the user can do and win even before the FanPic is launched. Users begin collecting points by making a prediction on the game. The pre-launch game is a great activation tool, creating a platform for continuous communication and providing conversational topics. Tagging Fans earn points for tagging themselves in the FanPic image. 14

15 Challenge Games Players play in 1 vs 1 games with other FanPic players and score points. Players play a game against the clock to gain points, the quicker they complete the game the more points they earn. Players are also randomly paired with another FanPic player and their scores compared at the end. The person with the higher score gains bonus points for being the winner. Extra points are awarded if the person you play is higher ranked and you beat them in the game. The timer and bonus points mean that players have varying scores and it is less likely to have a lot of players with the exact same score on the leader board. For example if it takes you 5.6 seconds to answer a question you gain 56 points, your opponent takes 5.2 and gets 52 points. If you are in 20th position on the leader board and you play the person in 10th and win, you gain for example 10 additional bonus points. There are a collection of games and each game type is run for a set duration of time. This keeps players interested and adds variety to the gamification. Vote for a Player / Pledge your Allegiance Users can also collect points by voting for the Man of the Match or by Pledging their Allegiance to their team. When they vote for a player or pledge their allegiance a branded post is also shown in Facebook increasing brand exposure. 15

16 Gamification benefits Brands Clubs Fans Allows the brand to engage with a global audience Lets non-attending fans share in the event atmosphere Extends brand reach Encourages sharing between all fans Lets brands access non-domestic fan base Numerous opportunities for data capture Fans are incentivised to enter data Levels of information help to build fan profile Facilitates effective targeting Spontaneous brand engagement Use data to further engage fans Huggity use best practice standards for data collection and data protection Generate relevant data Retention of fan engagement over a series of events Creates conversational topics for social media and PR. Data Capture Emotional Engagement Increased brand exposure post event Continuation of brand and exposure between events Encourages word of mouth marketing Creates an opportunity to reward Fan loyalty 16

17 DATA CAPTURE Huggity can design the user journey to facilitate data capture or add data capture elements to the FanPic. The data capture will not affect the overall user experience and deliver good quality data. Our unobtrusive data capture features reward fans for taking part and create a sense of building a community. MERCHANDISING Huggity is currently working on a platform which will allow fans to purchase images and merchandise. This is an excellent opportunity for clubs to introduce new revenue streams. For the brand, it provides an opportunity to enhance their Corporate Social Responsibility status and donate the revenue achieved from sales to charity. This feature should be available by the end of September

18 Fan Profiling For clubs, FanPic is a powerful tool allowing for fan profiling by collecting demographic data such as: Age Gender Location Interests Education 18

19 Reporting 12 days post event the client will be provided with a report. The information will be collated during the ten day period from the launch. What information is available: Traffic volume and sources Total site visits Unique site visits Traffic source by country Traffic source by referral (what website the traffic originates from) Fan engagement * Number of tags Number of people added to virtual stadium Tagging rate (number of tags/event attendance) Treasure hunt: Number of people taking part in the treasure hunt Number of people finding all treasures Personal form (all data collected per specification delivered by the client on the order form) Social media Number of facebook posts and their impressions Number of facebook images posted and their impressions Number of tweets Demographic Age Sex Example reports can be found in the Appendices. 19

20 MAXIMISING FAN ENGAGEMENT LEVELS At Huggity we understand that providing a total client support service in order to maximise engagement levels is essential. Our Project Management Team guides each client through the whole process from the initial sign up stage right through to the final reporting. The client s time input into the project is kept at a minimum by our Project Managers. We have created Best Practice Guidelines on how best to activate the FanPic. Each client is fully briefed on what elements will work best for their respective project. In order to maximise Fan Engagement we recommend that the client uses as many of the following methods as possible to publicise the FanPic. Public Address Announcements at the event - this is also good practice in terms of giving the fans an opportunity to remove themselves from the FanPic if they wish to. Big Screen Infomercials at the event provided at an additional cost. LED Promotions at the event. Event Programme Advertising. Inclusion in event PR. Schedule of Announcements through club / artist /sponsor / event organiser social channels and Websites before and after the event. Twitter mentions by artist / players. Promotion by a media partner. Features of Fan / News sites and blogs. Full social content marketing plan provided. 20

21 Fans Privacy and Child Protection Fans Privacy and regulations surrounding is very important for Huggity. We sought the advice of Data Protection commisioner and legal counsel to ensure we are fully compliant with existing regulations. We achieve this in several ways: 1. Clear Announcments of time FanPic is taken The time of the FanPic is clearly announced before and during the event so that individuals know when to exclude themselves from the crowd if they wish to do so. This can be done through: PA announcements. Big screen infomercials. Match day programme features. Social Media Posts on Sponsor. Association and Partner sites. Press Releases. Media partner promotion etc. Additionally fans are aware of the fact that the event is televised and documented in other forms of recording. 2. Post Event Blurring If a fan decides after the event that they wish to be removed from the FanPic, they have that option also. This option is offered through a Remove Me option in the FanPic, where our post production team blurs out a selection sent by fan up to 24 hours after receiving a notification. NOTE: Our average number of removal requests from each FanPic is between 3-5 per pic. 21

22 Child Protection Child protection can be ensured in a number of ways. There is no connection between images and names on FanPics unless a tag is added by the user. Minors may only tag themselves with parental or guardian consent under Huggity Terms and Conditions. Abusive interaction The Huggity FanPic is not open to abusive interaction. The Huggity FanPic user validation is integrated deeply in Facebook in the first instance. This being the case, taggers cannot create fanciful, discriminatory or abusive identities and attach them to the FanPic. We can also facilitate special blurring solutions for VIP areas, corporate boxes, royal enclosures and security sensitive areas etc by but ensuring these are blurred out of the image before the FanPic goes live. IMPORTANT NOTICE The Huggity FanPic is not open to abusive interaction. Unlike other providers, the Huggity FanPic is tagged through Facebook, therefore, taggers cannot create discriminatory or abusive identities and attach them to the FanPic. Other providers allow interaction with their Pics via addresses and this opens the tagging process to violation. 22

23 Huggity has worked with some of the world s top brands, sports and music events. Here are some of the organisations we have worked with. Events we ve worked at CHAMPIONS LEAGUE QUALIFIERS PREMIERSHIP RUGBY FINAL EURO 2012 QUALIFIERS EURO 2012 FANZONES 6 NATIONS ENGLISH PREMIER LEAGUE BELGIUM PREMIER LEAGUE NORWEGIAN PREMIER LEAGUE LIGA TOTAL CUP FINAL BREEDERS CUP MLB WORLD SERIES NBA 23

24 TESTIMONIALS 24

25 Testimonials Brett Williams - RBS Sponsorship Manager Huggity were great to deal with. From the very first meeting to getting the analysis back they covered everything. They walked us through every step of the journey. The FanPic is a great piece of fan activation. Mark Russell Aviva (activation of sponsorship) The Huggity FanPic has been a great way to activate our sponsorship of Aviva Stadium. It integrates well with our other fan promotions and the results have always exceeded our expectations. We look forward to running further FanPics with Huggity in 2013 Kevin Brown Director of Live Events and Festivals QMDI - A Qatar Foundation Joint Venture Huggity created some spectacular imagery of the Qatar Foundation flagship event enabling students and their families to view themselves and tag using social media sites. The Event was attended by Her Highness Sheikha Mozah Bint Nasser, the Chairperson of Qatar Foundations. We were very impressed by the speed that Huggity turned around its service thus not losing the enthusiasm and impetus generated by the event itself. 25

26 Equipment and Positions. 26

27 SPORTS EVENTS The photographer positions himself at a point on the side of the pitch where he can best get a 360 view of the fans. To minimise any possible obstructions, the photographer will stand up only for the duration of the shot - approximately 10 minutes. 27