Date post: | 20-Aug-2015 |
Category: |
Technology |
Upload: | huggity |
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We developed a new
Digital Sponsorship Inventory which engages fans, extends brand exposure beyond the event, and delivers measurable results.
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We use our special techniques to capture a FanPic, a 360º multibillion pixel image of fans at an event.
We launch this FanPic within 24 hours of the event and invite fans to find, tag themselves and share the image with friends.
Each image they share is branded with the sponsors story...
FanPic & Tagging...
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After FanPic is launched, fans can visit the FanPic page and login through facebook
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Once logged in, users can browse around the massive image.Each FanPic is over 20 billion pixels in size. To put that in perspective, if you were to print out a FanPic it would be 60 x 30 metres in size!
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Fans can tag themselves and their friends, and share it with their family and friends on Facebook
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Once the fan image is captured, they are prompted to share the picture as a branded Facebook story and photo
FB STORY
PHOTO
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I’m Here!
Each user generated branded story and photois displayed on the fans’ newsfeed, timeline and other Facebook properties.
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360FanPic
Find me at Old Trafford!
This branded image is visible by all of the users’ friends, increasing a brands’ reach and exposure beyond the event.
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1 tag = 100’s of impressions
130 is the average number of facebook friends
FanPic application measures each time a story or photo
is shown to user friends.
An impression is a story shown to a user.
An impression may appear in a users newsfeed,
timeline, ticker and application aggregations.
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9,256 fans tagged themselves
VENUE / Old Trafford FANS / 75,500
CLIENT / Chevrolet PERIOD / 10 days
1,740,000
Branded FanPic Visits
Average Time Spent
Facebook Stories & Photos Generated
127,560 3:06 28,000
Twitter Stories Shared
12,3% of match attendance
Users generated over
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6,285fans tagged themselves
VENUE / PGE Arena FANS / 30,000
CLIENT / PSP PERIOD / 10 days
909,111
Branded FanPic Visits
Average Time Spent
Facebook Stories & Photos Generated
52,000 3:52 3786
EmailsCollected
21% of match attendance
Users generated over
VS
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Public Address
Announcement
Big Screeninfomercials
at event
LEDPromosat event
Match ProgramAdvert
Inclusion in event
PR
The results shown previously can be achieved through our activation guidelines, which outline best practice for clients to achieve the results we have become accustomed to. These guidelines are in place to inform fans about each FanPic through multiple communication channels.
ACTIVATION
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ActivationSupport
Project Management
ObjectivesRecognition & Optimisation
ProductionReporting
&Analysis
We provide not only cutting edge technology but also proven activation guidelines, application customisation and full project management of each campaign.
END to END PROJECT DELIVERY
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Deep Facebook integration allows us to create target group profiles of your fanbaselimited not only to their demographics but also their interests.
Social Profile Analytics and Reporting
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Exposure and Awarness
Quality Data Capture CRM
Fan Experience Enhancement
Fan SocialProfiling
Merchandising Opportunities
What can we deliver?
New Revenue Streams
Surveying Opportunities
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We hide items in the crowd and around the venue and invite fans to find them. Once found, fans answer trivia questions to collect points.
At the end of a journey, we ask them to leave their personal data, email or mobile to be notified about the competition results.
Quality data is captured to be used in our clients’ future marketing campaigns.
Treasure Hunt
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With the FanPic ‘Treasure Hunt’ feature, items are hidden in the crowd and around the stadium.
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These questions can be game related trivia, or primary research for the brand.
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Once a set amount of items are found, we ask fans to leave their personal data, Quality data is captured for brands to use in future marketing campaigns.
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We also allow fans who weren’t in attendance at the event to also take part in the FanPic. They can add their photo to the ‘Virtual Stadium’, and feel like they were there!
This is a perfect way to engage a global audience.Once logged into Facebook, the fan’s profile picture is added to the stadium…
Virtual Stadium“Wish you were here?”
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Primary ObjectivesBuild facebook and twitter communityEngage with global audienceBrand exposure
Secondary ObjectivesExtensive Fan ProfilingFan Experience Enhancement
Features UsedVirtual StadiumCustomised User Journey
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Virtual Stadium allows a global fan base to still be a part of the experience “Virtually”.
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Fans can select the ‘Wish you were here’ feature and add their Facebook profile photo to the virtual stadium
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The gamification aspect of FanPic encourages the retention of fan engagement over a series of FanPics.
We have created powerful game features, which allow fans to collect points and climb the FanPic Leader Board. These points and badges are collected through tagging, adding virtual tags and taking part in games built into the FanPic to enter fan circles.
Gamification
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Liverpool FC
During the 2012/2013 season, Liverpool FC launched the LFC FanPic SuperFan game allowing fans to compete for the SuperFan title and to win an experiential dream prize.
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Liverpool FC wanted to introduce gamification to retain fan engagement over a series of FanPics for the full season
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This included Virtual Stadium to engage their global fan base as well as ‘Vote for Player’ giving fans the opportunity to have their say on who the fan’s man of the match was.
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Points are added up and converted to badges, allowing fans to compete against each other for a dream prize at the end of the season
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Fans can see their progress in the Leader Board and compete against each other for the top spot
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168,250 12,560 672,000Competition Participants
Number of fans who tagged themselves on at least 9 games
Badges Collected
The results were huge, with over 160,000 competition participants. The main objective of retaining engagement over the series of FanPics was effectively met with over 12.5 thousand fans tagging themselves in at least 9 FanPics.
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84,120 fans tagged themselves
VENUE / Anfield FANS / Av. 45,000
CLIENT / Liverpool FC PERIOD / 17 Matches
14,613,700
Branded FanPic Visits
Average Time Spent
Facebook Stories & Photos Generated
940,500 3:25
10,9%retention of fan engagement
Users generated over
In total, 84,120 individual tags were captured giving an average tag rate of over 10%. The gamification aspect to the FanPic campaign generated a total of over 14 million branded Facebook Stories and Photos and attracted 940,500 FanPic page visits.
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18 months2,245,000 fans captured
5,600,000 FanPic page visits
57,541,000 branded posts & photos created
302,850 “I was there” moments shared
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Events we’ve captured
• Champions League qualifiers
• Premiership Rugby Final
• Euro 2012 Qualifiers
• Euro 2012 Fanzones
• 6 Nations
• English Premier League
• Belgium Premier League
• Norwegian Premier League
• Liga Total Cup Final
• Breeders Cup
• MLB World Series
• NBA
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event
Huge Crowd Pho
to
Tell
them we are takin
g
we upload huge imageto our fast servers
it’s readyin
24HOURS
after the event
Direct Marketing CampaignsWe can design competitions, which will capture email addresesof visitors, to be used for post event marketing campaigns
Measure EffectivenessNumber of Facebook impressions and clicks on postsbranded page views and time on site
PROCESSit takes us
approximately
8-10 minutesto photograph
1000’s of fans
we stitch,
customise with branding
& use our application
to make facebook tagging
possible...
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See Examples on
www.huggity.com
social media tagging application
[email protected] +353 1 4100 600 @huggity facebook.com/huggity
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