The SAP Sapphire Marketing Forum
Jon Siegal
Founder & CEO
Fan Appz
Faye Walker
SVP Marketing
FEARnet
2
Fan Appz, an SAP Cloud Partner
A next-generation
marketing platform that
helps brands capture and
use consumer data to
target and personalize all of
their marketing efforts.
Always-on Real-time Integrated
The New Normal for Marketers
• Today’s empowered consumer
demands personal attention
• The proliferation of channels
(mobile, social, etc.) has created
unprecedented complexity
• The resulting explosion of data
holds great potential but is hard to
organize, analyze and act upon
-- IBM Global CMO Survey
3
Introducing FEARnet
• Joint venture of Comcast, Sony and Lionsgate
• Premier cable TV channel for fans of horror,
thriller & suspense entertainment
• Started Online and On-Demand only
– Quickly became the #1 HD VOD channel
– In an industry first, consumer demand prompted
the creation of the FEARnet cable channel
• Offer both original series and a rich catalog of
movies
Landscape
400,000
unique users
212,000 fans
7,000 subs
4 million views
40% of web
traffic is mobile
39,000
followers
7 million cable viewers
#1 HD VOD Channel
28 million homes
700 million views
How we are different
• A creative, multi-channel entertainment platform
- Relevant genre content across all environments
- Compelling interactive experiences 24 x 7 x 365
• A passionate community of fans
– Sharing news and views real fans care about
– Present at real-world events, Comic Con, etc.
• Fans, not “Marketers”
– Understand our audience and cater to their needs
– Be authentic & relevant; know their preferences
What we knew about our fans
• Horror TV audience is 94 Million TV fans* (Nielsen nPower)
• Genre Box Office in 2012 $4.9 Billion
• #1 Box Office of 2013 to date: Mama, Warm Bodies, Evil Dead
• Top TV: Walking Dead, American Horror Story, Dexter,
True Blood, etc.
What we wanted to know about them
• Who they are as people
• What they want and care about
• Which brands they connect and engage with
Selected Fan Appz
• Able to help us: – Grow, engage and learn about our fans
– Use data to identify the most relevant advertisers
– Create meaningful relationships with our fans
• Shared DNA: – Digital focus, data-driven and strategic
– Committed to authentic engagement by and for fans
– Committed to customer service and partnership
Engagement delivered critical data
•Understand our audience: – 50/50 on gender, a lot of soccer moms!
– Over-indexed in Hispanic and African American (45%)
– HUGE FANS of Adult Cartoons – Family Guy, South Park, The Simpsons
•Know which brands they are engaged with: – Retailers: Amazon, Wal-Mart, Target
– Consumer Brands: Subway, Dr. pepper, Dunkin’ Donuts
– Comedy: YouTube, Tosh.O, Jackass
•Business opportunity to: – Target our audience acquisition efforts to attract more of the same
– Approach the right advertisers; create promotions that will resonate
– Create or acquire the most relevant content
Personalized Marketing Platform
FEARnet Monster Madness
12
• Launched the world’s
first Interactive
Tournament of Terror
• Netted hundreds of
thousands of
consumer data inputs
