The future of the college sports fan experience involves leaning heavily into mobile-based content and gaming, as opposed to running away from it, according to panelists at the ’17 Learfield Intercollegiate Athletics Forum. Mirroring ongoing developments at the pro level, a fast-increasing number of schools, brands and marketing partners are looking to leverage mobile platforms not only for fan engagement, but also for generating leads toward other sales efforts. “We’ve seen such an uptick in digital games, for example, schools using their LED boards and videoboards,” said Learfield Senior VP/Integrated Marketing Keisha Taylor. Mobile platforms are also increasingly proving to be a highly fertile ground for the development of loyalty programs that leverage college sports affinity. “We’re ultimately trying to create different ways for fans to engage with us, and deliver experiential rewards that you can’t buy,” said MillerCoors Dir of Sports & Entertainment Marketing Adam Dettman. The brewing giant has successfully introduced its Coors Light XP loyalty app that includes exclusive access to sports events as part of its rewards structure. Dettman said, “You have to create an extension of the value to the consumer. And you can’t fight the behavior [of fans using their mobile devices]. So how do you participate and amplify that experience?” Advent Principal VP/Client Strategies Brock Warner agreed, adding, “This industry is all about creating an Instagram-able moment. You can’t run away from it, so you better lean into it.”
Quick Hits:
* When asked by moderator Terry Lefton what they were wanted for Christmas, each of the panelists said they were wishing for time with family and friends. Lefton, a proud Temple alum, said he wants a victory for his Owls in the Bad Boy Mowers Gasparilla Bowl on Dec. 21.
* Reaching younger consumers through college sports can often be aided by including a charitable and community element into the marketing strategy. “Millennials are very into philanthropic activity,” Taylor said.
* On whether brands will ever get usage of college player likenesses for marketing, Warner joked, “Isn’t that going to be in the courts for the next 50 years?”
* Book suggestion: Warner cited “The Power Of Moments” by Chip and Dan Heath, which explores how brief, but memorable moments can change lives.
