With the big dollars pouring into college athletics and the brands investing the dollars looking for more ROI, Universities are on the constant look for new integration platforms that are both effective and fall within the constraints of engagement with student-athletes, especially in sports away from football and basketball.
One smart and simple added value platform was launched this week with the University of Tennessee and the Vol Network, which debuted a simple and effective way for fans of any sport to engage with their favorite coach. The First Tennessee First Chat, was launched this week as a regular person to person engagement opportunity for fans, parents and alumni to check in and get answers from coaches in any sport.
The live chat series launched with UT Wide Receivers Coach and Passing Game Coordinator Zach Azzanni talking about recruiting, spring practice and all else going on around Neyland Stadium and will continue throughout the year with key coaches and personalities connecting with both a large, and sometimes a core fan base. What made the platform even better was UT pulled in, through their partners at IMG College, First Tennessee Bank as the promotional partner for the low cost, high impact digital offering, giving one of the school’s biggest supporters more consistent visibility and a chance to engage with consumers away from the game. It also gives the Bank a chance to reach fans who may not follow the bigger sports like football or basketball by being involved with the live sessions when they bring in sports like volleyball and soccer as well. The University benefits by being able to engage with a loyal partner on a regular basis and by taking advantage of a network or consumers that may be outside the traditional UT audience; those who use the bank’s services and may have a casual interest in sport but may now log on just to learn more.
Is an online video chat new? No. Is it surprising that it is the first time an SEC school has set up a consistent presence for fans? Yes. Is it scalable and repeatable for any school? Maybe not for every school as there needs to be interest, but for anyone with a passionate following looking to know more the First Tennessee First Chat is a must, and although it is a “first” it certainly won’t be a last.
