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fan interaction

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Keep your audience engaged before and after live events with a fan-first digital strategy

Keep your audience engaged before and after live events with a fan-first digital strategy

 
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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.


Source: PwC’s Sports Survey 2018

Source: PwC’s Sports Survey 2018

PwC’s 2018 Sports survey reiterated two key trends in consumer behaviour:

  1. Video consumption is not slowing down, and fans expect this type of rich engaging content outside of live sporting events

  2. 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.


 
 
 

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World Cup fans deserve world-class experiences

World Cup fans deserve world-class experiences

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The 2019 World Cup calendar is shaping up to be an exciting one, with the Cricket, Rugby, FIFA Women’s Football, FIBA Basketball AND Netball World Cups all happening across just seven months between May and November.

This is a great opportunity for sports organisations and sponsors to engage fans before, during and after each event with amazing interactive experiences, finding new ways to entertain passionate audiences and attract new fans.

We’ve pulled out some of our favourite fan engagement examples, powered by our award-winning LViS platform and implemented across multiple countries, brands and channels.


Maximising Rights - EA SPORTS 2018 FIFA World Cup

The FIFA World Cup Predictor was central to EA SPORTS FIFA’s engagement strategy this summer and we’re thrilled to see so many fans around the world interact with both experiences.
— Jon Cole, Global Community Engagement Strategist, EA SPORTS

Brand Activation - Carlsberg UEFA Euro 2016

The team at Monterosa helped Carlsberg reinvent fan interaction for UEFA Euro 2016. Their understanding of how fans interact around major sporting events, combined with their technology platform LViS, made Monterosa a critical partner in delivering the most engaging digital platform we have ever undertaken, with incredible results.
— Richard Whitty, Senior Marketing Manager, Football at Carlsberg Group

Attracting New Fans - Vodafone Qatar Football Fever

We’re extremely happy with how the Football Fever campaign has performed, interacting with millions of Qatari football fans, creating real moments of genuine engagement and boosting our brand positioning with a national audience. With Monterosa’s LViS platform we were able to rapidly launch some amazing digital experiences that our customers loved, helping us to own the football conversation for the duration of the World Cup. We look forward to using their fantastic tool to create even more exciting moments with fans in Qatar.
— Nick Gorgoglione, Head of Brand & Communications, Vodafone Qatar

If that’s not enough to get the creative juices flowing, we’re taking bets on which World Cup will have its own live mobile gameshow. Who will come up with a game-changing use for interactive video (think live video stream combined with layers of interactivity on top)?


Who’ll launch the most innovate sports app? There’s so much that can be learnt from the entertainment industry, with big names like Nickelodeon and ITV changing the way they connect with audiences through TV-AR and Instant Commerce.


If you’re looking for a scalable interaction platform that can power awesome fan engagement solutions, then get in touch.

 

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How we're powering global voting for EA SPORTS Premier League Player of the Month

Congratulations to Harry Kane, Harry Kane is September's Premier League Player of the Month

Congratulations to Harry Kane, Harry Kane is September's Premier League Player of the Month

The new EA SPORTS Premier League voting experience powered by Monterosa Fan Voice and LViS Platform.

 

More Information
Jonathan Casbon
jonathan@monterosa.co.uk

 

How we're powering global voting for EA SPORTS Premier League Player of the Month

Last weekend we helped EA SPORTS™ capture the attention of hundreds of thousands of Premier League fans. Social channels were awash with branded meme cards as the public chose their EA SPORTS Premier League Player of the Month for September.

It was a big month for EA SPORTS FIFA fans; a month in which FIFA18, the latest instalment of the FIFA gaming series was released, seeing the continuation of Alex Hunter in The Journey: Hunter Returns and the creation of the #ElTornado skill that is sure to be replicated millions of times on playgrounds, pitches and flatscreens around the world.

It was also a month that saw EA SPORTS engage with Monterosa to deliver the official EA SPORTS Premier League Player of the Month vote for the 2017/18 season. The vote, now hosted at potm.easports.com, is the first time the official vote has been made available for fans on the Lead Partner’s channels.

Utilising our LViS platform and Fan Voice voting product, FIFA fans can now review the shortlist of nominated players alongside official stats and videos, vote for their favourite, share their selected vote with friends on social media via a tailored meme generator and submit their online gamer details to enter a monthly prize draw to win in-game FIFA 18 prizes, further integrating the FIFA Ultimate Team (FUT) mode which has become so popular amongst gamers across the globe.

We are really excited to be embarking on this new project with EA SPORTS, a brand at the heart of fan engagement with football fans around the world. Make sure you don’t miss out on sharing your opinion when the vote opens again for October’s award, at potm.easports.com.

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.

We hit half a billion interactions in the last 12 months, but what does it mean?

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500 million interactions

We hit half a billion interactions in the last 12 months, but what does it mean?

Recently we recorded our 500 millionth interaction within 12 months, which is about a ten-fold increase on the same time last year. It’s big number, but what does that actually mean? It means people have voted, played, shared or otherwise actively engaged half a billion times with experiences provided by Monterosa and powered by our LViS platform in the last year, all over the world. 

People from 195 countries have participated through a blend of web-based apps such as Carlsberg and UEFA’s Euro2016 Goal of The Tournament, chatbots such as BBC Earth's Happybot, and native apps such as ITV’s I’m a Celebrity. In fact, we’ve achieved 12 #1 apps in France, Portugal, Sweden, Chile and the UK.

A lot of fun, but what is the purpose of all that interaction? That really depends who you are.

For fans: it means getting closer and having an impact on the TV shows, sports or topics you’re passionate about. It’s about getting something you couldn't get elsewhere by participating and being a part of the action. 

For brands: it’s about going beyond badging to genuinely contribute to the fan experience while benefitting from intense engagement, longer dwell times and the opportunity to invoke transactions and data capture.

For sports teams, leagues and governing bodies: it’s about making the fan experience better while providing compelling digital assets to global sponsors. It means owning and controlling the data, providing a way to communicate and market to your audience.

For broadcasters: it’s about providing both live and 24/7 engagement around your TV formats and sporting events, keeping show brands front of mind and giving brands a stepping stone to mobile, more than just a logo on TV. In a world where Google and Facebook dominate digital marketing investment, broadcasters need to offer brands for more than brand presence. They must be able to offer brands a way to engage then interact with fans directly. 

 

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