College football, ESPN/ABC, NBA teams

Warriors Give Season Subs, Fans An Immersive Experience From Nellie…

Teams are constantly looking for new ways to engage fans, build brand and create added value and access year round. The problem is in this challenged economy, and with all the options out there to draw a fans attention, especially ones that are free, how do you find something that will work and keep someone engaged that will also have enough value to turn them into a new customer or keep them as a repeat customer with their discretionary dollar. One alternative that seems to be more cost efficient and has a bit of a wow factor is outbound personalized calls and video. One team, the NBA’s Golden State Warriors recently used the technology developed by vontoo.com to create an outbound customized message from head coach Don Nelson directly to their season subscribers, along with a digital video where the subscribers name was embedded in the video. It is a much more personal use of the reverse 911 technology that teams and marketers have been using for several years, where you would get a message, a non-personalized one, delivered to your phone from a player, or a political candidate. Now the technology allows you to be immersed in the video and the message, with the hope that is both passed along to others to sign up and that it is engaging enough to keep the subscriber entertained and interested. The immersive idea also has a big upside for colleges looking to recruit general students or season subs, check out Boston College’s play here, or even for theme park operators or tourist destinations looking to draw repeat customers…it makes you feel like you are “one of them.” Now the next generation should be the ability to have multiple customized voice messages sent to fans after they are engaged from various people, although that step may be a bit cost prohibitive at this point. However the Warriors made a smart investment to create both a wow factor and find a new way to keep their fans engaged, using their popular coach and the outbound immersive technology at a time when the team is in flux. Smart, cost effective way to stay engaged.

Some other good reads…ESPN.com has a great series this week on the business of college sports…Business Week had a good “how to” on working with Mommy Bloggers... and in the “good profile” space, Time’s Sean Gregory had a solid profile on Newark Mayor and former Stanford tight end Cory Booker.