Sponsors, mass participation events & new media · 2016. 12. 25. · . Egne platforme ... Make...
Transcript of Sponsors, mass participation events & new media · 2016. 12. 25. · . Egne platforme ... Make...
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Sponsors, mass participation events &new media
Thomas Veje Olsen 09 2013
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De næste par timer…
BaggrundKernefortællinger og cases – skab din egen platformLearningsEksterne platformeKMD IRONMAN Copenhagen 2013 casenFælles opgave
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Background
2010 2011 2012 2013 2014
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KBHAarhus4:18:4
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Knæk koden…Hvordan knækker man kommunikations- og markedsføringskoden?
Hvad kan dit event? Hvad er kernefortællingen? Hvem er dine kunder? Hvilken forskel gør dit event? Hvordan set din marked ud? Hvem er dine konkurrenter?
Alle kan være med – fra verdensbegivenheder til indsamling til ungdomsafdelingen
En række cases som har forstået at bruge deres kernefortælling aktivt...
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www.toughmudder.com
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Egne platforme…
markedsføring – platform integration! Kommunikation på egne platforme I Den billige og bedste vej til sejr!
Målsætning: Fortæl din kernefortælling! Besøgende, der deler og besøger din platform for at fa ̊ information om dit event Du styrer informationenFå teknologien til at spille sammen!
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Egne platforme…Web site
Dynamisk indholdFa ̊ dit event til at vare mere end en dagDu er gatekeeper på informationenDeltagerne kigger din vej for at læse og lade sig informere
Facebook/social mediaDaglig interaktion med dine brugere INTERAKTION Let og uformel omgangs toneStor viral spredningGodt for både positivt og negativtChallenge Copenhagen 2010 casen Lillebælt halvmaraton 2012 tilmelding casen
YoutubeNem og billig visning af din event Spredning på andre platforme
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Kommunikation på eksterneplatformePR - ”Hvis bare vi var fodbold...”
Danske medier er enormt ensidigeSvært at gennembryde mediemurenDe klassiske medier er pressedeDe skal fortælle den historie læserne vil høre
Resultater er ikke en nyhed! Pressemeddelelsen er død
MediepartnerskabetDen nemme vej til omtale og annoncering
Brug din kernefortællingTilbyd noget uniktMedierne skal sælge en varer – de skal have produkter på hylderne
Klassisk PRHyr en PR agent
kræver 100 % fokus at bryde igennem murenVær kreativFortæl din kernefotælling!
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KMD IRONMAN Copenhagen case
Thomas Veje Olsen 09 2013
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Online, social & mobile strategyBrand engagement
Invite participants and spectators to engage and activate IRONMAN brandInvite to open communication involving IRONMAN brand among key stakeholdersExploit IRONMAN’s high level brand recognition among key stakeholders further
Viral communication at low costUse existing platforms and technologies to virally spread event content (Live timing, Facebook, Twitter, Instagram etc.)Limit costs by having users produce relevant content and thereby avoid inventing the wheel twiceMake events last all year instead of only event days
Mass communication on own platforms using innovative solutionsExploit possibilities of mass communication with comprehensive live timing system on multiple platformsViral live timing with Facebook integrationBring relevant information and timing to the pockets of the athletes and spectators using mobile app
TargetsBrand and activate sponsorsBrand IRONMAN as an innovative and open brandMove IRONMAN to the next level among global sport brands
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Brand & user engagement
Mass communication
Dynamic content, wide mass of users
Brings race relevant info + timing to the race site and peoples’ pockets
Various key stakeholder generated contentwith IRONMAN brand
Push of results to mass audience via participants own social media platforms
High level of key stakeholder engagement with brand
Num
berof users
Low
High
Best support
#kmdironmancopenhagen
Mobile app
Live timing
IRONMAN.com
kmdironmancopenhagen.com
Push of race relevant information. Strongest global platform
Hub for information and platforms. Guides users to relevant technologies
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Live timingFeatures
The live timing is equavalent to a TV production for KMD IRONMAN CopenhagenHigh level of usersHigh quality setupExtensive use of timing mats
Results5.395.000 Results hits WEB 216.000, Desktop WEB results visitors162.000 Mobile WEB results visitors43.500 used the map tracker14 results hits per page load (IRONMAN.com live timing is not part of these numbers)
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Kmdironmancopenhagen.comFeatures
kmdironmancopenhagen.com serves as hub for all activities Facebook integration . All updates posted on frontpage#kmdironmancopenhagen social activities feeds to web siteLinks to: live timing, mobile app download, spectator information, event information, trafficinformation etc.
Results95.111 unique visitors August 14 – 19211.948 unique page views August 14 - 19
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IRONMAN.comLive ticker
The live ticker and spotter were briefed to cover the the full race of pros and AG’s, so the full story of KMD IRONMAN Copenhagen were told.
All spotters had done the Copenhagen race before and knew the courses, the excitement etc.There was one spotter each on: Pro men, pro women, AG men and AG women to tell the full story about the race.There was picture updates from the course in almost every update, and with the use of smart phones, we had updates every 3-5 minutes throughout the first 10-11 hours of the race.The spotters also covered the atmosphere, the spectators, supporters etc. to cover the full story of the race.
ResultsAthlete Tracker:
86.000* visits 207.000* page views
Liveticker:44.000 visits100.000 page views
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Mobile appPre event
Event maps using geo tracking: Find your way around the race venuesNews feed from Facebook, web site, media partner etc. Short lists for reg., bike check-in, race morning etc. Video integration
During eventLive timingAthlete tracking based on timing splits (no use of GPS)Favorite athletesHot spot locations and how to get there
Results19.500 total downloads: 6.225.000 app results hits/API requests320 estimated requests (hits) per smart phoneAvg. 2000 users at a time pr minutRanked 2nd on Danish app store on number of downloads
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FacebookResults
+ 8800 likes in 2 monthsOngoing dialogue with participantsPersonal results and splits posted on the participants wall on race day with Facebook Connect
900 partcipants used the service11.000 splits where posted5.000 shares of posts329.000 impressions6.500 likes1.000 comments1.100 clicks on a link
Example of Facebook wall with live timing integration
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FacebookThe result of a strong Facebook platform, one picture created:
27.844 likes1.094 shares971 comments412.000 impressions
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#kmdironmancopenhagenConcept
Create a platform to and reason for target group to engage in brand and eventMake athletes, spectators etc. use #kmdironmancopenhagen to tell their story before, during and aftereventMake target group create content about event
Relevant for othersCostless for eventGenerate visitors to event platforms; web, facebook etc.
#kmdironmancopenhagen posts are feeded into www.kmdironmancopenhagen.com/social
ResultsCountless Twitter posts using #kmdironmancopenhagen1341 Instagram pictures using #kmdironmancopenhagenHigh level brand engagement from main stakeholders – they tell their stories using event and brand nameViral reach due to use of etablished social platforms
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#kmdironmancopenhagen
kmdironmancopenhagen.com/social
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IRONMAN Hawaii best supportConcept
Best support team helps athlete win one slot for IRONMAN Hawaii The most fun / creative / involving activity would win the slotActivate spectators and host city in eventDocumentation via social media using #kmdironmancopenhagen and #konaslot2013cph
Results177 participating pictures using #konaslot2013cphSpectators preparing for the event with banners, dress up, pictures etc.Creating life and extraordinary experiences on event dayHigh level of brand engagement among key stakeholders
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Brand & user engagement
Mass communication
Dynamic content, wide mass of users
Brings race relevant info + timing to the race site and peoples’ pockets
Various key stakeholder generated contentwith IRONMAN brand
Push of results to mass audience via participants own social media platforms
High level of key stakeholder engagement with brand
Num
berof users
Low
High
Best support
#kmdironmancopenhagen
Mobile app
Live timing
IRONMAN.com
kmdironmancopenhagen.com
Push of race relevant information. Strongest global platform
Hub for information and platforms. Guides users to relevant technologies
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Project costsFacebook
Maintenance: 3 hours per weekLive timing integration: € 800 per event
Mobile appDevelopment: € 40.000Yearly maintenance: € 7.000
Live timing Online platform part of IRONMAN standard high quality timing system: € 0
#kmdironmancopenhagenwww.kmdironmancopenhagen.com/social development: € 500Campaign (public funded): 50 hours
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ResultsNumbers
11.620.000 page views on live timing (5.395.000) and mobile app (6.225.000)+700.000 impressions on Facebook (live timing and Crown prince finisher pic)508.000 unique users of live timing (live timing website, ultimate mobile live timing web site and IRONMAN.com)211.948 unique page views on kmdironmancopenhagen.com (August 14 – 19)95.111 unique visitors on kmdironmancopenhagen.com (August 14 – 19)19.500 mobile app downloads1341 Instagram pictures using #kmdironmancopenhagen177 participating pictures on best support goes to IRONMAN Hawaii
KMD IRONMAN Copenhagen 2014 sold out in six hoursMany factors were vital for this achievement, but the level of exposure played a significant role.
High level of engagement between event and key stakeholdersUse of #kmdironmancopenhagen changed communication from push to real dialogueContent production put in the hands of key stakeholders
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ConclusionsTechnology integration
Integration of different technologies create synergies that enforce value and user experienceViral synergies between users and technologies expose the event to substantial larger audience.Use of existing social media and online platforms secures viral effect and keeps costs lowLive timing implemented on facebook creates enhanced awarenessSocial feed on event web site creates enhanced motivation for users to engage in brand
IRONMAN.com is underperforming as mass communication platformRelatively low volume of users compared to live timing siteLow conversation rate from visitors to page views
IRONMAN.com – 2.4 page views per visitorLive timing online – 14 page views per visitorApp – 320 page views per download
Significant commercial potential in further exploitationIntegration of sponsor messages and activationsMerchandise salesHost city valueGeneral brand valueEtc.
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Opgave
GrundlagDefiner kerne fortælling
TeknologiUdtænk en teknologi, der kan bruges til at kommunikere dit event (mobile, tidtagning, gps etc.)
PlatformHvilken online/socialt medie kan kommunikere dit event og hvordan? (facebook, web, instagram, youtube, twitter etc.)
IntegrationHvordan kan platformene spille sammen?