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sport

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