Despite narrowly missing out on Super Bowl XLIX, Green Bay Packers are one of the clubs leading the way when it comes to digital fan engagement – and as the only fan-owned NFL franchise, they’re in the perfect position to own the space.
I got the chance to share a beer with Garrison Cummings, Digital Manager for the Green Bay Packers, and talk about the Packers approach to digital content, and how it compares with the likes of Premier League football clubs.
Red Card 2015 is a preview to the annual Mailman ‘China Digital Champions League’ report that looks at the performance of Europe’s top clubs within the country. The agency has taken a look at the clubs outside of the top 15, almost the Europa League of digital performance.
Guest Post: David Johnson is Commercial Director at Skylab. David has vast experience as a digital video content strategist, and as a broadcast manager for the 2004 Olympic Games, two FIFA World Cups, two UEFA Euros, and a UEFA Champions League Final. He is also an award-winning creative director/producer.
How many people walk through the doors to a sports venue each time there’s a major event, is it hundreds? Thousands? Tens of thousands, perhaps? The possibility of connecting with each and every of them and deliver tailor made content directly to them has never been more real thanks to the continually and rapidly developing digital landscape.
Barclays Premier League Champions, Manchester City today announced the launch of their new official iPad App.
Designed for City fans, the City App iPad Edition is the latest addition to the Club’s ever expanding digital portfolio.
Full links and show notes available at SportsGeekHQ.com – SGP 060: Jack Elkins on business innovation at Orlando Magic
Thanks to Sean Callanan for the podcast, you can follow him @SeanCallanan on Twitter
The AELTC has announced that they shared more than 300 short clips across Facebook and Twitter during the tournament, generating over 3.5m clip plays using Grabyo’s video platform.
Facebook saw the largest number of Wimbledon clip plays with over 1.5m views (42.9%), while 1.4m (40.6%) were on Twitter and nearly 600k (16.4%) were viewed within the Wimbledon.com based video gallery powered by Grabyo.
Guest Post: Tom Kelk is a tech/sport blogger and Senior Social Exec at communications agency, Pitch. You can find him on Twitter (@TomKelk), LinkedIn and his blog
Was I the only one who looked through the Loops of my own account to be pleasantly surprised by the number of Loops I’d received on my personal channel? I’ve only put out 15 Vines, but these have been watched over 230,000 times.
This intrigued me on two counts, if I’ve amassed over 230,000 Loops, what have brands generated? And secondly, what do these Loops show? Is Vine actually providing more value to brands than we’ve thought?
First off, Vine is part of the digital strategy of many brands, but it’s not central to it. It’s a subsidiary. That’s not going to change, but looking at how brands are racking up thousands of Loops within a short space of time, Vine might just be a more central aspect of brand strategies. The numbers are particularly impressive.
Brands like Ford EU and Charmin have racked up over 20m Loops between them. Both of their YouTube channels combined total 34m views. So the results on Vine are not too shabby given the dramatic disparity between the cost of generating YouTube video compared to six seconds of Vine! If we break this down, Charmin attracted 8m Loops from 67 Vines, an average of 119,000 per Vine.
On YouTube, they’ve seen 159,000 views per video. It’s not far off. It’s even more apparent with Ford EU, who generated 12m views of 47 videos, averaging 255,000 Loops per Vine. Compare this to YouTube, where Ford EU has managed 29,673 views per video. Consider this greater deal of production cost, you’d have to argue that Vine is providing quite the value for Ford EU.
Then there are those putting more effort into Vine, including post-production uploading, like Nike Football. They’ve amassed over 19m Loops on their own through 14 Vines – that’s an average of over 1.35m Loops per Vine! Let’s say, for argument sake, that an individual watches a Vine three times (probably closer to two but go with it), that means around 5.5m people have potentially viewed Nike’s content on Vine.
With Nike so reliant on time with their ambassadors for content, the opportunity to create a series of Vines in their time with an asset, as opposed to one or two glossy YouTube edits, is an attractive option. Worth the investment? I think so.
Following on from these total numbers, there’s the added bonus of the watching of a Vine several times repeated. It begs the question, when watched three times, is the penetration of simple, condensed messaging, greater than a three-minute long YouTube video?
There are obviously pieces of content that need to be hosted on either channel through necessity, and it’s clearly not as black and white as the numbers suggest, but it could be worth a study, right?
Please excuse the crude analytics, but they simply illustrate the potential in Vine if executed correctly. Many brands will have Vine as a part of their digital strategy, but perhaps it’s time for a little bit more of that YouTube budget to be reallocated into creating Vines.
Back in April last year, I wrote about how brands should be taking Vine more seriously, and whilst it is evolving, it’s been painfully slow with brands. Maybe, with quantifiable metrics, we might just see that investment.
It’s all over. The most connected World Cup. The most digital World Cup. The most social World Cup…ever.
New sporting records were set for tweets sent, Facebook interactions and inappropriate photos involving Mario Balotelli and the Queen.
But with everyone from sponsors to sports stars, brands to broadcasters clambering over themselves to tap into the Brazilian buzz, what made you smile or share?
Andy McKenzie of digital sports content specialists LiveWire Sport picked out some memorable moments from the last month.
— Twitter Data (@TwitterData) July 14, 2014
The weeks and months leading up to major events are always hugely important for brands to maximise their time with big names before disappearing behind FIFA’s commercial curtain.
Digital campaigns leading up to the World Cup Finals generally centred around gaining maximum exposure for high-end advertising campaigns featuring star players.
Nice storytelling, a hint of humour and Rooney’s dodgy Scouse accent helped earn their 64m YouTube views for The Last Game, without any of their stars presumably even having to appear in front of a green screen or step into a recording booth.
Good job they got in early as the only player in the campaign that made it as far as the semi-finals was David Luiz, who perhaps took Nike’s ‘Risk Everything’ message too seriously.
Hats off to the Daily Telegraph’s Project Babb for a brilliantly stitched together Roy Hodgson rap. Altogether now – “You’ve got to hold and give…”
Time to unveil the shiny new technological toys.
The official FIFA.com site had a new live centre and a social hub that was packed full of detail and data, with sponsors like McDonald’s, Hyundai, Castrol and Budweiser handed some prime real estate, while Sony had a destination of their own at One Stadium Live.
Facebook created a World Cup hub to access content, while Twitter rolled out a number of innovations including hashflags, man-of-the-match voting (sponsored by Budweiser), score updates and dedicated match pages for each game.
ITV used Grabyo and partnered with Paddy Power and Twitter Amplify to maximise their live rights, while everyone enjoyed some friendly fun at the expense of Robbie Savage
— Gary Lineker (@GaryLineker) June 16, 2014
Every detail of the tournament was analysed – even down to who won the World Cup of arm-folding (some welcome news for Tottenham fans).
The rapid rise of real-time content continues.
Who can react quickest to those huge talking points, with brands all trying to create that ‘Oreo moment’.
Adidas set up a newsroom in Rio to react to events by creating content and it seems the #allin motto applies to the resources they put behind it.
— Listerine Global (@ListerineGlobal) July 13, 2014
Brazil’s monumental fall from grace was perfect Paddy Power territory
— Paddy Power (@paddypower) July 9, 2014
while PornHub gained an unexpected uplift in extra followers on the back of their tweet.
Please stop uploading the game highlights to Pornhub… Our public humiliation category is full. #BrazilvsGermany
— Pornhub Katie (@Pornhub) July 8, 2014
Brilliant Ads shared a quite brilliant take on the 2014 logo that got nearly 13k retweets
— Brilliant Ads (@Brilliant_Ads) July 8, 2014
while @brazuca was silenced for one night.
— Getty Images Sport (@GettySport) July 8, 2014
Hats off to the Scottish FA for reacting to Germany’s crushing of Brazil with a timely and humorous post about their upcoming Euro 2016 qualifier (v Germany).
Things turned out nice in the end for adidas in their battle with Nike as Messi and Muller, Argentina and Germany all manufactured their way to the final, seeing off the Nike-sponsored pair of Brazil and the Netherlands in the semi-finals.
Adidas had David Beckham on their YouTube show The Dugout, the official ball, the winners of the Golden Glove, the Golden Ball and the Golden Boot.
Nike still had the match-winning Mario Gotze
— Nike Football (@nikefootball) July 13, 2014
but maybe nobody reacted better than Lufthansa to Germany’s win.
As another major sporting event passes through our timelines, what has stood out for you? Did we miss any outstanding World Cup content? Is anyone out there really interested in animals predicting scores?