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SBD/December 16, 2010/Media
Knicks Unveil New Social Media Website That Aggregates Content
Published December 16, 2010
The Knicks last night unveiled KnicksNow.com, a new social media platform that seeks to aggregate exclusive video, game highlights, photo galleries, team and player-related Twitter, Facebook and FourSquare feeds, news content, user-generated content, a fan loyalty program, and other material into one centralized hub. The effort looks to build upon several years of aggressive social media initiatives by MSG for both the Knicks and Rangers, as well as capitalize on an improving Knicks team. "We're at a very important inflection point with this team," said MSG Sports Exec VP/Marketing & Sales Howard Jacobs. "The Knicks are on the way back up, and people are rediscovering this team and re-engaging with it. So our overarching question was what does the future of fan engagement look like? Our goal is to be very immediate and very engaging with this." The site will differ fundamentally from the club's primary web page, NYKnicks.com, in that the existing home page will remain more of a one-way channel for key information such as stats, schedules and ticketing, whereas KnicksNow.com will be a two-way destination, Jacobs said. The team was aided by The Kenny Miller Co., a N.Y. area-based digital consultancy. Mobile versions of KnicksNow.com are planned for a February release. KnicksNow.com does not include any monetization elements such as advertising or subscription-based content. Instead, the destination is designed in part to enlarge existing revenue lines such as ticketing, TV and radio consumption, and merchandise sales. MSG invested an undisclosed six-figure sum to start the site.