Sports teams get up in the morning with natural advantages that most brands would kill for: a rich, emotional attachment; a devoted and growing user base; and a clear-cut value proposition. While these benefits have shielded teams from the adverse impact that technological innovations such as streaming and distributed content have had on other forms of entertainment, there is still untapped brand potential to be unlocked with mobile.
If we reference Mary Meeker’s “Internet Trifecta” of content, community and commerce as a baseline of digital brand optimization, it is evident that sports teams have room to rethink mobile to maximize their brand awareness and engage their fans in a more personal and rewarding manner.
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Proximity beacons inside BC Place helped deliver exclusive content to fans via the CFL Mobile app during the 102nd Grey Gup.
Photo by: GETTY IMAGES
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■ Content
Traditional mobile deployment has focused almost exclusively on providing content because teams are in an incredible position to offer unique, interesting and relevant information to a fan base that has an insatiable demand. Unfortunately, the current practice of offering content in a team-branded mobile environment is simply to repackage the team’s website in a mobile setting. This established practice divides a team’s digital user base, places teams in direct
competition with the ESPNs of the world, and fails to make mobile a worthwhile destination for its fans.
In order to capitalize on the mobile brand presence teams have, teams need to accomplish two things with content:
■ Tap into their fan community to create unique content that is uploadable, shareable and dynamic.
■ Provide this content in a beautiful, consumable and interactive user interface.
The Canadian Football League used the 102nd Grey Cup last fall to exhibit how unique video content can be distributed through mobile to enhance the fans’ game-day experience and make mobile a worthwhile destination. Fans who attended the Grey Cup with the CFL Mobile app received an exclusive, behind-the-scenes “Keys to the Game” video that was delivered by triggering proximity beacons placed throughout BC Place. The CFL’s use of mobile during the Grey Cup provided a scalable template that teams can incorporate to deliver true value to their mobile users.
Overall, teams have to look toward implementing a two-pronged strategy of offering exclusive, custom content through their mobile apps while encouraging their fan bases to share their favorite team experiences, memories and fandom through video and photos to effectively take content to the next level and make a team-branded mobile environment a worthwhile destination.
■ Community
Distinctive content that is created and tailored for a team’s fan base will lead to an increased sense of mobile community that is essential for mobile brand growth. Today’s mobile team products largely ignore the fan community aspect that is perfectly suited for sports by only providing a one-way content consumption channel in the form of website articles, recaps, scores, stats and schedules.
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The Clippers saw better participation in their in-game trivia contest after converting from text to mobile app.
Photo by: GETTY IMAGES
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In order to unlock the power of a strong, mobile community, teams must leverage exclusive content with dynamic features such as real-time chat, social gaming, loyalty/rewards programs and in-game functionality into their platforms. The Los Angeles Clippers recently demonstrated how to intersect mobile with a burgeoning fan community by converting their in-game trivia contest, presented by Mandalay Bay — held during every home game — from SMS messaging to a mobile solution directly within their team app. Instead of having their fans participate in the trivia contest via an unbranded text message, the Clippers leveraged their mobile app to connect directly with their fan community during the game. Early results have paid off, as the Clippers have realized improvements in trivia contest participation, Mandalay branding, and fan satisfaction over last season.
The team ecosystem is the perfect opportunity to connect like-minded people in an intimate setting to share their love and memories of their favorite team. Providing the right platform and scalable features will unlock the potential of a thriving community and help teams further the goal of making mobile a destination for fans.
■ Commerce
Teams have done a good job of providing embedded Web links into their mobile products that direct fans to commerce-related sites such as the team store or ticketing page. However, there needs to be a renewed focus on creating exceptional commerce-related experiences that are personalized, quick and simple. A baseline of in-app purchases that are as simple as one or two clicks has already been established and needs to be replicated if successful mobile commerce initiatives are to materialize for teams.
Mobile commerce has the potential to unlock the biggest opportunity for teams. A team can leverage its brand and user base with a cost-effective and scalable platform to offer physical and digital goods to fans at the arena, at home, at watch parties and during the offseason. Teams have started scratching the surface of mobile commerce by offering in-arena purchasing opportunities such as upgraded tickets, in-seat ordering and fan experience passes. For fans at home, at bars, or during the offseason, there are still abundant opportunities to integrate streamlined mobile commerce offerings for exclusive content, merchandise, tickets, team experiences and autographed paraphernalia. When it comes to mobile commerce, the overall goal for every team should be to make buying a team jersey on its app as easy as booking a ride on Uber.
Overall, teams are knocking on the door of a mobile revival that will usher in a completely new and engaged user base. This new generation of mobile users will readily consume, contribute and share unique content, participate in a thriving mobile community, and purchase exclusive opportunities in a team-branded environment. The days of teams settling for a mobile strategy that revolves around recycled content and one-way communication are nearing an end as more fans migrate to other channels to seek the required engagement and community of their favorite teams.
Proactively rethinking content, community and commerce will allow a team to maximize the value of its brand and the benefits associated with a fully functional mobile platform. It’s time to rethink our mobile strategy and usher in a new mobile renaissance.
Daren Trousdell (daren@1up.fm) is CEO of OneUp Sports.
See Thursday’s SportsBusiness Daily for a Q&A with Richard Peddie, strategic adviser to Daren Trousdell and member of OneUp's board and senior management team. Peddie is the former president and CEO of Maple Leaf Sports & Entertainment.
