Keep your audience engaged before and after live events with a fan-first digital strategy
When it comes to media consumption, we’ve all heard it enough times: digital will become as important as linear in the coming years.
This puts a lot of pressure on sports organisations to think more creatively and diversify the content they create to retain their audiences’ attention.
Will one-off campaigns really be effective enough? PR stunts with buzz that dies down quickly, experiential campaigns that just don’t have the same reach as digital, or even live social media options that don’t facilitate an ongoing relationship in the same way owned platforms can.
The sports industry has an opportunity now to engage fans before and after live events, becoming a bigger part of their daily or weekly routines. We’re always advocating for strategies that create a real connection with your audience - fan-first approaches that are built on regular engagement and ensure you remain relevant.
PwC’s 2018 Sports survey reiterated two key trends in consumer behaviour:
Video consumption is not slowing down, and fans expect this type of rich engaging content outside of live sporting events
Ambassadors are as important as ever, but so is the ability for fans to feel part of the action and participate
The rise in interactivity provided by tech firms, coupled with the availability of live streaming driven by OTT, have enabled new innovative formats for sports organisations to bring fans together.
Some of the most effective approaches to fan engagement, from competitions to quizzes, don’t need to be static or one-way anymore. These can now be turned into live mobile experiences (think HQ Trivia!) that build stronger connections with audiences - combining low latency streaming with real-time fan interactions into an owned platform.
Sports organisations have a huge head-start compared to most. You just need to think about maximising existing assets to create a unique experience to you and your fans:
What ambassadors or talent do you have available?
What topical content would really hit home with your fan base?
How often do your fans want to engage? Daily? Weekly?
What are you driving your audience to - a live event, a subscription?
You can then align prizes, rewards and sharing opportunities to your objectives - whether that’s promoting brand partners or your own subscription targets.
Before you know it, you’ll have a new and engaging way to reactivate existing audiences that have become passive, and build on existing audience data with live contextual data. All whilst creating new opportunities for brands to maximise their sponsorship.
German network ProSieben launched this new innovative format to achieve its goals and develop a compelling set of commercial opportunities for brand partners. Live trivia app Quipp helps them capture attention and reactivate existing audiences with a live interactive quiz, broadcast daily at 8pm across Germany and Austria.