agency innovation camp '13: orange group

BRAND HACKATHON TEAM: THE BIG “O”

DIGIDAY AGENCY CAMP - JULY 27, 2013

2.

Build loyalty among season ticket holders and fans by adding value pre, during, and post game.

THE OBJECTIVE

3.

With the increase of high definition and fantasy leagues more season ticket holders are staying home.

THE CHALLENGE

USERS.

BIG STEVE. •  Age 35 •  Annual Salary Over $100K •  2 Kids •  Broncos Season Ticket Holder for 5 Years •  Plays Fantasy Football with College Friends •  Participates in 3 Fantasy Leagues •  Checks His Fantasy Leagues 20x per Game •  Tunes into NFL Redzone While Watching

the Game at Home •  Lives in Denver, Colorado

Main Goal Enjoy the game with his friends and family.

VISION.

BRING THE CONVENIENCE

OF AT HOME AND MORE

TO THE STADIUM.

+ ü UTILITY ENTERTAINMENT

TOUCHPOINTS

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PRE-GAME ENGAGEMENT

DRIVE EXCITEMENT THROUGH EXCLUSIVE CONTENT AND

CONTESTS

LEVERAGE PAID MEDIA TACTICS TO INCREASE

AWARENESS

OWNED PROPERTIES CONTINUE THE TWO-WAY

CONVERSATION WITH FANS

GAMEDAY ENGAGEMENT

UNIQUE TAILGATE AND IN-STADIUM EXPERIENCE

GAMIFICATION TO INCREASE INVESTMENT

ENCOURAGE SOCIAL SHARING

POST-GAME ENGAGEMENT

MORE EXCLUSIVE CONTENT

POST GAME LOCKERROOM FOOTAGE WITH TEAM.

MEDIA PLAN.

STRATEGY

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PAID- GEO

DISPLAY SEARCH MOBILE SOCIAL VIDEO

OWNED

WEBSITE APP

EMAIL SOCIAL FEEDS

EARNED

PR WORD OF MOUTH SOCIAL

SHARING

CREATE BUZZ AND AWARENESS

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Partner with Media 6 Degrees to execute efficient targeting tactics •  Prospecting- using Media 6’s algorithm to seek out potential new fan base •  Rich Media and Video- use real live game footage as content for interactive units

to drive excitement around game day

•  Promote #broncopass on Facebook, Twitter, and Instagram

•  Social campaigns

DRIVE SITE ENGAGEMENT AND APP DOWNLOADS

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Partner with Media 6 Degrees to execute efficient targeting tactics

•  Retargeting: First-Party data to Retarget season Ticket Holders and site visitors •  Paid Search: brand, football ticket seekers •  Search Retargeting: mirror paid search strategy to reach the same user on

multiple channels •  Act a like modeling – Season ticket holders as seed data for model

SUCCESS METRICS

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1.  Increase season ticket holder attendance

2.  Site traffic and app downloads

3.  Ongoing participation with app

THANKS!

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APPENDIX

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MEDIA COST BREAKDOWN

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Media  Cost  (per  month)   Timing    Spend    

Big  Steve  (Season  Ticket  Holders)  

Facebook  Retarge-ng    $                                  5,000     July-­‐August    $                                10,000    

RTB  Retarge-ng    $                                  5,000     July-­‐August    $                                10,000    

 Sub-­‐total      $                                20,000    

Contempla;ng  Charlie  (Prospec;ve  Ticket  Holders)  

Paid  Search    $                              25,000     April-­‐May    $                                50,000    

Search  Retarge-ng    $                                  5,000     April-­‐May    $                                10,000    

Facebook  Look  a  Like  Targe-ng    $                                  5,000     April-­‐May    $                                10,000    

Retarge-ng  (Site  +  Video  engagers)    $                              20,000     April-­‐May    $                                40,000    

Look-­‐a-­‐like  targe-ng    $                                  5,000     April-­‐May    $                                10,000    

New  Fan  Prospec-ng    $                                  7,500     April-­‐May    $                                15,000    

Interac-ve  Unit    $                              25,000     April-­‐May    $                                50,000    

 Sub-­‐total      $                            185,000    

Ad-­‐  Serving/Crea-ve  fees  (es-mated)    $                                      1,000    

GRAND  TOTAL    $                            206,000    

INTERCEPTING OUR TARGET

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Season Ticket Holders: •  Retargeting across Facebook and Web •  Proprietary data to retarget via email

Prospecting: •  Act-a-like modeling off current season ticket data •  Implement Search retargeting to identify potential

ticket holders across multiple marketing channels

Rich Media •  Leverage Say Media to deliver cross-platform rich

media experience

PRE-GAME ENGAGEMENT

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•  Exclusive content delivered from that week’s practices, including coach and player one-on-one videos

GAMEDAY ENGAGEMENT

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Ticket Holders check-in at stadium to unlock special perks, including: •  Loaner tablets to stay up-to-date

•  View instant replays

•  Concession feature

•  Bathroom line updater

•  Help call the plays on the field

•  And more…

POST GAME ENGAGEMENT

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Ticket Holders check-in at stadium to unlock special perks, including: •  Loaner tablets to stay up-to-day on all other NFL

games and Fantasy Football League standings/stats

•  View instant replays from the game •  Concession feature for ordering food at your

fingertips

•  Bathroom line updater so you can get in/get out faster

•  Gaming system where you get to help call the plays on the field

•  And more…

ENGAGING TICKET HOLDERS

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•  THE IDEA: App experience that provides utilitainment to Season Ticket Holders

•  HOW IT WORKS: Leverage and connect simple game mechanics, utilitarian needs and NFL entertainment in one package

•  THE BENEFIT: Drives engagement through point system for additional upgrades, prizes and more

•  MEDIA AMPLIFICATION: Paid and social

media tactics drive to online site experience to download app

•  Partners:  Facebook,  Media6,  Say  Media  •  Prospec-ng  •  Awareness