Viewing entries tagged
fan engagement

Love island taps fan buzz with new reactive mobile shopping experience

 

We are using cutting-edge technology to create a shop that means fans can be “wearing” that the Islanders have said within hours of them saying it.

Monterosa partners with ITV2 to launch first-ever ‘reactive’ mobile shop for Love Island. The shop lives inside the Love Island companion app and gives fans instant access to slogan T-shirts and personalised water bottles from the show, as it airs.

ITV2’s Love Island is back and already making headlines. Its all-new companion app created by Monterosa features a world first real-time, in-app retail experience. Dubbed “Watch & Wear”, the pioneering Shop enables viewers to buy fashionable T-shirts and vests featuring slogans from the Islanders.

Each ‘fast fashion’ slogan T-shirt will be sold in a ‘flash sale’ for a period of time starting from the moment the contestant says the words that appear on the T-shirt.  Both women's and men's T-shirts and vests, in a variety of sizes will be available for £15 plus postage within the UK. The shop also stocks the iconic Love Island water bottles, which can be personalised with up to 11 characters for £15. Purchases will be made safely and securely and include frictionless payments with Apple Pay.

Will Van Rest, Director of Commerce & Ventures, ITV Online: This is an exciting and bold step for ITV; harnessing the buzz that is created around a show like Love Island by using cutting-edge technology to create a shop that means fans can be “wearing” that the Islanders have said within hours of them saying it. Not only that but you’ll be able to keep your fluids up this summer with exclusive, personalised water-bottles – now there’s something to celebrate.”

Tom McDonnell, CEO, Monterosa: “The Love Island audience is young, committed and the companion app’s success proves how digitally engaged they are. This is an audience that buy their fashion online, and on mobile. ITV’s ambition and faith in Monterosa has made this agile, reactive retailing experience possible.”

The Love Island app is available to download now from the Apple App Store and Google Play.

HELLO! Magazine to use Monterosa's FanBot in search for "Star Mum"

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Facebook Messenger is soon going to be a powerful tool for publishers and I’m thrilled HELLO! is leading the way, using the expertise of Monterosa and their new FanBot voting product
— Rosie Nixon, Editor-in-Chief, HELLO!

HELLO! Magazine to use Monterosa's FanBot in search for "Star Mum"

HELLO! Magazine is teaming up with Monterosa to crown the nation’s ‘Star Mum’ in honour of Mother’s Day, using Monterosa’s FanBot to power live voting in Facebook Messenger.

The HELLO! Bot will feature a public vote to choose one of five Mums to be crowned the best in the UK. Powered by Monterosa’s groundbreaking FanBot and Messenger, the chatbot utilises our award-winning cloud platform, LViS, to create and manage the vote and will present each of the five fabulous mums in an easy-to-use Messenger conversation.

As an existing Facebook Media Solutions partner, Monterosa, has extensive experience delivering high-profile, live fan interaction products for leading media owners, brands and sports rights holders. Having just launched HappyBot, for BBC Earth; a brand new bot in Messenger which serves up tailored video montages, we are at the forefront of utilising Messenger bots to help brands engage meaningfully with their fans.

A panel of celebrity judges made up of Olympic Champion Rebecca Adlington, singer Kimberley Walsh, Loose Women panellist and model Penny Lancaster, BBC news anchor Kate Silverton and HELLO! blogger Jessica Knowles, has been busy narrowing down a longlist of 40 publicly nominated amazing mums-in-a-million to the shortlist of just five who will be featured in the vote.

The winning Mum will receive a fabulous prize including an overnight stay for two at the five-star Mandarin Oriental hotel in London, plenty of pampering, tickets to a West End show and the opportunity to experience what it’s like to be in the spotlight by starring in their very own HELLO! photo shoot.

Rosie Nixon, Editor-in-Chief, HELLO!: “I'm really excited about this unique collaboration between HELLO! and Facebook - it marks a special 'event' for us, and a first in magazine publishing. The icing on the cake is that we are pioneering some new technology at the same time. Facebook Messenger is soon going to be a powerful tool for publishers and I'm thrilled HELLO! is leading the way, using the expertise of Monterosa and their new FanBot voting product for our 'Star Mum' competition. It promises to make voting a fun and smooth process for users.”

Tom McDonnell, CEO, Monterosa: “With over a billion monthly active users globally, Facebook Messenger is growing in popularity. It provides a fantastic way to involve audiences in content and interactivity without the need for new apps. This is a great opportunity for Monterosa to showcase the live voting capabilities of our new FanBot product and to work with such a high profile publisher HELLO!”.

To cast a vote for the HELLO! Star Mum, simply search for HELLO! in Facebook Messenger or click HERE now

ITV saddles up with Monterosa to produce horse racing companion app

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Horse racing is a major priority for us and we see the app as a crucial way to reach new and existing fans of the sport
— Sheena Peirse, ITV

ITV has once again selected Monterosa to create a bespoke fan interaction product; this time an app to accompany their horse racing coverage, which the channel has taken over the exclusive UK terrestrial broadcast rights for.

The app forms part of ITV’s commitment to bring racing to a wider audience and will feature interactive and exclusive content, video clips, racecards and results and the exciting ITV7 competition, which allows viewers to pick 7 winning horses for the chance to win a grand prize of up to £100,000. The app and competition are free to download and enter to all UK residents aged 18 and over.

Having recently delivered the hugely successful I’m a Celebrity fan interaction app for ITV, Monterosa leads the way in companion products to accompany television programming and sports events powered by our fan interaction platform LViS.

Sheena Peirse, Online Editorial Director, ITV Digital Studios: We’re very pleased to be working with Monterosa again on this exciting new product. Horse racing is a major priority for us and we see the app as a crucial way to reach new and existing fans of the sport and launch the ITV7 competition.”

Ben Barker, Director of Sport, Monterosa: With horse racing returning to ITV for the first time in 31 years we wanted to ensure that the app allowed ITV to engage both core racing punters, but also the wider ITV audience. The app powered by the Monterosa LViS platform is well-suited to deliver the huge scale that ITV will see for the main festivals of the racing calendar, whilst also delivering multiple capabilities during the course of the year.”

The ITV Racing app is available to download now from App Store and from Google Play for android soon.

English Football League’s Jonathan Casbon joins Monterosa as Head of Sport Development

 
Most recently Jonathan was helping the EFL deliver increased commercial revenues through securing new title and partner level deals.

 

 

 

 

 

It is an exciting time to join Monterosa as we build on the success from our most recent releases

 

 

 

 

English Football League’s Jonathan Casbon joins Monterosa as Head of Sport Development

We're really pleased to announce Jonathan Casbon has joined the Monterosa team as Head of Sport Development. Working with Director of Sport, Ben Barker, Jonathan is tasked with helping sports rightsholders, sponsors and broadcasters benefit from Monterosa's fan interaction platform and digital products. 

Jonathan is an experienced sports industry executive, working with rightsholders, brands and agencies to develop and exploit rights value through effective strategic partnerships. After starting his career with Football DataCo, a joint venture from the Premier League and English Football League (EFL) created to establish revenue opportunities from fixture and match data from the English and Scottish professional leagues, Jonathan moved agency-side to drive commercial opportunities from syndicated video content before most recently helping the EFL deliver increased commercial revenues through securing new title and partner level deals.

Throughout this period Jonathan has seen the emphasis of sponsorship deals move away from the traditional perimeter board media approach towards developing targeted campaigns that provide benefits to the audience, with digital fan interaction becoming a key component. His time at the EFL saw Carabao announced as the new EFL Cup partner alongside Checkatrade who joined as the EFL Trophy partner earlier this year, whilst supporting partner level deals with Ginsters, Mitre and EA Sports.

Monterosa's sports clients have included most recently the Rugby7Stars fantasy game developed for World Rugby to engage fans with the HSBC World Rugby Sevens Series as well as Carlsberg and UEFA for the 2016 Euro Championships, adidas and NFL. In the world of broadcasting the app we created for ITV’s I’m a Celebrity was number one in the free app chart for the entire season run delivering hundreds of millions of interactions.

Commenting on his appointment, Jonathan said: “It is an exciting time to join Monterosa as we build on the success from our most recent releases and develop tailored interactive products for rightsholders and brands alike to build stronger connections with fans. I look forward to working closely with Ben and the team to position Monterosa and the LViS platform as the preferred interactive partner in sport.”

Ben Barker, Director of Sport, Monterosa:We are delighted to have Jonathan on board, his calibre, experience and expertise will be a great asset to our growing sport business as we continue to work with fantastic sports clients across the globe delivering innovative and large-scale fan interaction products for them.

For all Monterosa sport enquiries please do contact Jonathan directly on jonathan@monterosa.co.uk

 

From engagement to affinity - do we need to stop worrying about views and likes?

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What if that briefest moment of their day is precisely how long that potential customer has spent thinking about, or engaging with, you?

From engagement to affinity -  do we need to stop worrying about views and likes?

We all want to be liked, right? Nowhere is this more true than on social media.

The rules of marketing have been almost entirely re-written in the past decade, and social or content is a massive focus of budget, time and energy for brands wanting to engage key audiences around sport and entertainment properties. Not long ago a few hundred, thousand or better still tens of thousands of, ‘likes’ of a Facebook post, Instagram image or Tweet had everyone in a marketing team congratulating themselves for a job well done. Not only had all of these people seen the hilarious/incredible/groundbreaking 140 characters, story, video or picture, but they had taken the time and liked it too! These are still positive barometers for how consumers feel about what brands create, but should we stop there or use this engagement to go further?

We believe that the world has moved on and what we can now do with this attention has evolved dramatically..

Reality has hit; all this effort and expense channeled into creating fabulous online content, but for what? Other than the rare (and probably unplanned) gem that goes truly viral – where is the value in a ‘view’ or a ‘like’ to a brand?  What if that briefest moment of their day is precisely how long that potential customer has spent thinking about, or engaging with, you?

And that’s what smart brands are looking for now – engagement and interaction. A meaningful relationship or affinity with their audience that adds genuine value and provides a measurable return on investment.

While the definition of ‘fan engagement’ may be unclear, ‘fan interaction’ is clear, definitive and measurably valuable. It’s what we do at Monterosa every day. The best digital fan interaction products provide experiences where repeated interactions can be created, linking a fan with his or her passion point and a brand. They look to create a valuable exchange, where a fan is able to benefit from digital interaction, putting them into a state of mind to greater appreciate a brand and its products. Be it giving fans a voice by voting on big moments or in key sporting tournaments, or playing an addictive game - competing alongside millions of other fans.

Fan interaction and ultimately getting into the palms of new audiences is vitally important for sports rightsholders, brands and entertainment organisations. Once we capture their attention, we take them on a journey leading to greater affinity, loyalty and conversion to sign-up or buy. Whether educating fans about a new sport, re-engaging a lapsed fan, or turning an event follower into a fanatic, it’s all about focussing on the interactions that deliver the best, most valuable experiences.

You see I don’t just want you to like me. I want us to be friends.

Ben Barker, Director of Sport

This article first appeared on DigitalSport.co

HSBC World Rugby Sevens Series fantasy game to include women's game

 

HSBC World Rugby Sevens Series fantasy game to include women's game

The highly successful online Rugby7Stars fantasy game, produced for World Rugby to engage fans with the HSBC World Rugby Sevens Series, has been updated to include the addition of the hugely popular women’s rugby sevens - the first time a fantasy game has combined both the men’s and women’s players in one fantasy experience.

 

The fantasy game will also now be available in Japanese, French and Spanish for the new season

Undoubtedly one of the great hits of Rio 2016 was the women’s sevens; the game is growing rapidly in popularity and the Rugby7Stars game will increase fan engagement throughout the six-tournament HSBC World Rugby Women's Sevens Series.

Monterosa has developed the game for World Rugby, with the goal of providing meaningful interaction with fans around the world via a dedicated website rugby7stars.com.  Rugby7Stars draws on the nostalgia of card trading games and live fantasy in a new way in addition to telling the rugby sevens story to new fans. To reflect the huge interest in sevens across the globe the fantasy game will also now be available in Japanese, French and Spanish for the new season. Other substantial updates made to the game play to enhance its appeal will include the addition of mini-leagues to enable fans to compete directly with friends and colleagues.

Rugby7Stars is based on a card gaming format and every player in the men’s and women’s HSBC World Rugby Sevens Series has a card that lists their attributes. Fans use the cards to play head-to–head games against one another and then win player cards to take into the live tournaments and play live fantasy Sevens. To add to the excitement for fans, and to match the speed of sevens, fans will be able to live sub players during and between games to maximise their ability to score fantasy points.

World Rugby Head of Broadcast, Commercial & Marketing, Murray Barnett: As a governing body we are very aware of the need to reach new fans and entertain existing ones. We are delighted to be pioneering this by working with Monterosa to engage with rugby sevens fans across the globe. Introducing the excitement of the women’s game to Rugby7Stars can only help the sport go from strength to strength.”

 

HSBC Global Head of Sponsorship and Events, Giles Morgan: “We have seen the impact of the Rio 2016 Games on the sport of sevens, and initiatives such as Rugby7Stars enable new fans who are just starting to get excited by the sport to learn more and continue their journey. The combining of the women’s series is a big step forward as we look to promote the game of sevens to all sexes, and generations.”

Monterosa Director of Sport, Ben Barker: “Rugby7Stars is a great game to play.  We have created a fan interaction solution for World Rugby that we want to exceed fans’ expectations and provide a really enjoyable experience.  Adding the women’s game along with new languages brings a totally fresh and contemporary feel and we are looking forward to seeing huge numbers playing.

Rugby7Stars is available via the World Rugby Sevens website or at http://rugby7stars.com

Context, timing and personalisation are key to maximising fan engagement

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Context, timing and personalisation are key to maximising fan engagement

 

Fan engagement is a term much discussed but little understood. An increasing array of apps, games, streaming and social network propositions are vying for fans’ attention. That attention is limited; although we spend more time consuming media than we do sleeping, there are limits.

So how can rightsholders, broadcasters and sponsors make sense of it all and make sure they hit the right note with fans to cut through the noise?

In such a fast moving space, the answers will change annually if not faster. In 2017 the key will be good timing, contextual relevance and personalisation.

Prophecies on the future of fan engagement often suggest there might be a singular method of consumption such as VR or AR. But the real answer will be a diverse mix that depends on the demographic and psychographic profile of the fan, the type of sport, the fan’s location and the time of day. The same fan behaves differently in the stadium, in front of the TV and on their daily commute.

As fans we have always benefitted from social currency generated by our shared passion. Today that currency has never been more temporal. Victories, athlete stories and controversies on and off the pitch, now gain instant traction.

As the still-dominant platform for watching live sports, TV or streaming is the jumping off point. Moments are then propelled via social networks (Facebook, Instagram , Twitter, Snapchat primarily), and instant messaging such as WhatsApp and Facebook Messenger.

 
 
 

When Alistair Brownlee helped his brother over the line last month, a social media viral hit emerged in less than a day, TV footage of a triathlon gaining more views than TV itself.

But then, almost as fast as everyone was talking about one moment, attention shifts to the next. Even the biggest sporting moments have a relatively short half-life.

There is no singular medium or digital solution for fans, because they use many devices and apps, often at the same time as TV. Despite that, there is one universal fact – fans are hungry and impatient. They need to be entertained, educated, and amused in the moment.

While traditional TV isn’t going anywhere for the time being, apps, social and messaging channels have the advantage of personalisation. An app can send push notifications tailored to your team, a Messaging Bot can speak to you as if it’s your friend. A fantasy game can let you compete with your own friends.

 

 

HSBC World Rugby Sevens: Live Multi-screen Fantasy

 
 
 

Engaging fans on multiple screens simultaneously is a challenging approach that can be particularly rewarding when executed well. HSBC and World Rugby Sevens, for instance, worked with us to speak to a new generation of Sevens fans, to enhance the global TV broadcast and to build a Sevens CRM database.

We created a new breed of live fantasy which attracted fans from 140 countries in 2015-16.

The “Rugby7Stars” game engages fans both between events and while they’re watching live on TV, solving a key problem with traditional fantasy: lack of engagement between events. In the game we created, Sevens fans are given the opportunity to build their fantasy squad between events 24/7 by opening card packs of players from each country, then competing head to head with other fans around the world to steal players.

During the live broadcast, live TV graphics on the world feed feature leaderboards of fantasy players, with commentators calling out fan names making them part of the coverage.

Interaction with live TV or streaming is no longer a gimmick. Although forcing fans to interact during the most exciting moments is an unwelcome distraction, allowing them to make live substitutions in down-moments is a very successful technique.

 

 

How to maximise business value from engaging fans?

It’s essential to be clear about what you’re trying to achieve. Educating new fans, communicating with younger ones, building a database for ticket marketing are all legitimate goals but they can lead to very different approaches. 


 
 
MLB’s Statcast uses live tracking data to tell new stories and create a new sponsored product

MLB’s Statcast uses live tracking data to tell new stories and create a new sponsored product


 
 

It goes without saying that if you aren’t making something significantly better than it was before, your idea won’t last very long. Just look at Major League Baseball’s new StatCast as a product that provides value for fans through new real-time stats and stories based on live player and ball tracking data. It's truly groundbreaking using new types of tracking data never seen before. 

 
 
 

Value for Rightsholder & Sponsor

What we create has the potential to add value for the rightsholder and sponsors, a capability that can be monetised through specific sponsorship from a brand looking to associate with smart data, in MLB’s case that is Amazon Web Services.

 
 
 

We also provided Carlsberg and UEFA with a new take on both Man of The Match and Goal of The Tournament for Euro 2016. The two ‘sole & exclusive’ rights formed part of Carlsberg’s partnership and the brand wanted to activate fans while fulfilling its promise of “doing it better for fans”.

As such, they could simultaneously vote on all platforms including UEFA app, Carlsberg’s football hub, Twitter and Facebook. The experience included video, social buzz, ambassador commentary and personalised meme sharing. For the first time, the brand was able to use goal footage on social media to promote the vote. Delivering an impressive 2 million users and 9 minutes average dwell time, it proved how doing things differently drives attention and brand exposure.

 
 

The Value of Data

Last but not least, sensitively collected data is a both a by-product and for some, the most valuable output of interaction. In Norway with broadcaster TV 2, Monterosa activates fans of a sports reality competition show “Best of the Best”, with a prediction game that drives location-qualified test drive requests for sponsor Renault. Location-qualified leads carry great value to car brands. 


 
 
For our client TF1, one of France’s official broadcasters of Euro 2016, our LViS platform powered a live overlay panel featuring line-ups, live stats and audience reactions.

For our client TF1, one of France’s official broadcasters of Euro 2016, our LViS platform powered a live overlay panel featuring line-ups, live stats and audience reactions.


Forward-looking broadcasters like the UK's Channel 4 recognise that building a registered database of profiled users helps drive premiums on targeted ads and help to target marketing by age, location and interests. 

 

 

Maximising Value: Five Takeaways

 
 
  1. Do something different or better

  2. Pick your moment to motivate action

  3. Request sign-up, purchase or share at the least interruptive time

  4. Personalise the experience wherever possible

  5. Avoid pinning a strategy to a single platform or social network

 
 

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How live sports data is powering the next generation of mobile fan experience: 3 examples

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How live sports data is powering the next generation of mobile fan experience: 3 examples

 

Team Monterosa are having a busy weekend of live sport interactivity across horse racing, rugby and cycling. We're powering a growing number of real-time interactive products that add to the fan experience and help both brands and rights-holders maximise the opportunities in participation and audience data. Here are three live examples, all powered by our LViS platform and feeding mobile, social content and live TV graphics. 

1. Horse Racing & Live Tracking

Horse Tracker is busy helping Channel 4 audiences track their horses, using wearable tracking technology and our LViS platform to sync live maps and speed/position data. 

 

2. Live Fantasy Gaming

Our new Fantasy Live app is powering the official World Rugby 7s fantasy in Hong Kong. Unlike most fantasy games, you can substitute your players live while watching in stadium or in the living room. 

 

3. Cycling Predictions

Lightweight interactivity is powering TV 2's cycling coverage, engaging fans with real-time predictions for fuel sponsor Uno. The experience is available on mobile web and Twitter, allowing fans to engage on whichever platform they prefer and see their votes impact TV graphics and commentary. 

 

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