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SBD/October 7, 2011/Events and Attractions
IMG Sports Marketing Symposium: Social Media Can Help Brands Create A Community
Published October 7, 2011
SUCCESSFUL IN THE SOCIAL SPACE: While Ashtari said “all teams want to attack the social space” and that “they see the value with daily dialogue with fans,” some have been particularly adept. “At the beginning of last season, the Chargers had a situation where they couldn’t sell all of their home seats and were going to be blacked out (on TV) and the Chargers and the Patriots, who were visiting, sent out a Tweet saying, ‘We need to sell a thousand more tickets or else we’re going to get blacked out,’ and they sold the tickets within an hour.” Crowley: “U.S. Soccer, for a friendly they played against Argentina over the summer ran a swarm special. If 500 people check-in here, you unlock 20% off the new red Nike jersey. I remember kicking around a soccer ball in the parking lot and all of a sudden our phones buzzed along with 500 other people to say, ‘Congratulations, you’ve all worked together to unlock this special, now enjoy 20% off.’” Grudin: “Folks that are willing to move fast and take risks, those are the folks that are going to see the biggest benefits.”