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08
An US+Partners Social Media Exclusive
The ideas, concepts and processes expressed on this page and throughout this document are the property of the US+Partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of US+Partners LLC. Copyright © 2011,
US+Partners LLC.
NFL Fan Nation
advertising for the second digital age http://www.usandpartners.com
The Opportunity
US+Partners is the exclusive liaison for the more than 5,000 NFL fan communities on Facebook.
That’s right. We’re engaged -- deeply -- with a loyal, social mega-network of more than 13 million highly educated, passionate, and engaged cause-wired football fans -- a big-spending, burgeoning demographic slice of America. Ready, able and uniquely willing to embrace and experience your brand. Right now.
And that’s just for starters. This powerhouse is growing fast -- in size and influence. Grassroots. Credible. Authentic. Peer-to-peer. Continuously connected, in season and off.
Only US+Partners can offer you this advantage. For the past 3 years, we’ve used our proprietary social media optimization (SMO) model to identify, follow, qualify and engage the most influential people in each of these thousands of tight-knit fan bases comprising this network.
We’ve connected them to each other. We can connect them to you.
Think hundreds of thousands of fun-loving local “buying clubs” across America, united by their passion for football and their use of your brand. Continuously sharing their food, clothing and lifestyle choices with each other. With US. With you. Uniquely. Around the clock.
The Holy Grail for marketers in this Second Digital Age? You bet. A trusted, dynamic, always-on hyper-network of consumers that’s open to experiencing good brands in new ways. Exclusively.
It’s the new advertising.
But make no mistake. We don’t bring these millions of carefully tended, trusted relationships to just anyone. At US+Partners, we’re about bringing only the best, most progressive brands and experiences to the most qualified consumers. Where THEY live and play -- online and off, throughout the NFL season and beyond.
That’s because we know that “social” means more than just a popular Facebook page. At US, we see “social” as a new language of collective action.
Go ahead. Let US help your brand hear it -- and speak it -- beautifully, in conversations your rivals won’t find -- or can’t have on their own. Without interrupting.
Jump the gates without crashing the party.
Don’t just find friends. Find the RIGHT friends and keep them. Catalyze them.
What are you waiting for?
The ideas, concepts and processes expressed on this page and throughout this document are the property of the US+Partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of US+Partners LLC. Copyright © 2011,
US+Partners LLC.
The Benefits for You
We don’t just talk “social.” We monetize it.
Viral product placement. We establish, grow and develop wider online audiences for your brands. We provide content that tracks, proves and measures engagement.
24/7 engagement of NFL fans around specific brand experiences. We enable actions online that derive from and contribute to actions in the real world.
Real-time customer behavioral data around shared lifestyle values. Amplified, accelerated word-of-mouth. We manage your brand presence online. Digitally targeted, specialized campaigns that integrate Facebook, YouTube, Flickr, Twitter. Cause partnerships that leverage social media quickly and effectively. The creation of “custom communities” for special pricing deals/product incentives. On-demand, real-time focus/test groups for new products and services. A 24/7 “listening channel” for cutting-edge consumer trends and insights. Trusted alliances and affinities for progressive brands over time. Benchmarking and metrics for each brand experience. Built-in, high-touch market for hotel, airline, quick-serve restaurant, automotive, tech verticals.
Who They Are
*Our NFL mega-community is a powerful spending group.
37.8% Millennials; 27.1% GenX; 16% teen; 17% Baby Boomers 76% male; 24% female 72% college-educated or higher 30% earn $100,000 or higher 75% attend tailgate parties 39.5% NFL; 15.3% NCAA; 8.3% NASCAR 63.3% travel outside their local areas to attend tailgating events 55.6% make tailgating a day-long event 46.9% have tailgating parties attended by 11 or more people 35% or more spend more than $100 per each tailgating party Nearly 10% spend more than $250 16.3% spend more than $500 a year on new gear or equipment for their tailgate parties 61.8% spend up to $500 per year on team-affiliated hats, shirts, jerseys, jackets, signs Nearly 50% learn about new tailgate products online and in digital social networks
* 2010 Tailgate Survey/US+P
The ideas, concepts and processes expressed on this page and throughout this document are the property of the US+Partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of US+Partners LLC. Copyright © 2011,
US+Partners LLC.
What They Look Like - A Sampling of 13 Million Fans Across The Country
The ideas, concepts and processes expressed on this page and throughout this document are the property of the US+Partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of US+Partners LLC. Copyright © 2011,
US+Partners LLC.
Impact-driven
Example 1: Viral Marketing. During the 2010 NFL season, US+P’s SMO model catalyzed Facebook advocacy for the NFL and a variety of brands. At one point during the NFL lockout, this mega network’s ongoing conversations trended top on Google. And it’s no wonder. In a recent study by the Center for Media Research, 70% of Millennials reported feeling more excited when their friends agreed with them about where to shop, eat and play. During the week of January 23-30 of this year -- the run-up to the 2011 NFL Pro Bowl -- US +P’s SMO model generated more than 200,000 unique page views for brands on NFL Tailgate Nation, NFL On Location, and NFL Pro Bowl Fan Experience pages on Facebook -- just three of the more than 5,000 NFL fan communities on Facebook.
Example 2: Targeted Local Sales. In 2010, US+P’s model was able to drive more than 1,000 teens and young adults from 7 high schools and junior colleges in South Florida to area McDonald’s franchises over a 3-week period to buy burgers and specially-priced tickets for the NFL Pro Bowl game. The “buy a meal, get a ticket” campaign not only increased burger sales but integrated McDonald’s story widely with the NFL experience via Facebook. Besides helping to drive record ticket sales for the game, these Facebook communities served as online brand ambassadors for McDonald’s and the NFL. Fans shared their brand experiences online with their local and extended networks of friends and family continuously during the period; their words, photos and short videos showing them experiencing McDonald’s and the NFL were posted on thousands of Facebook pages across the region -- before, during and after the game, from tail-gating parties to their enthusiasm in the stands.
Example 3: Product Placement. At Super Bowl XLV, US+P’s SMO model drove dozens of NFL fan communities, mostly Packers and Steeler’s fans, to post their week-long NFL experiences online, from fan rallies to tailgating parties -- integrating a number of key brands in that content and those experiences. In this way, US+P was able to help document and integrate the Coor’s beer brand into the experience of the game. Coor’s, the official sponsor of Super Bowl XLV, featured prominently in hundreds of thousands of favorable postings by the more than 50,000 members of NFL’s influential Tailgate Nation community on Facebook.
Example 4: Continuous Engagement. During the recent NFL lockout, US+P’s model continued to engage fans, following their likes, dislikes and activities throughout the blackout, providing brands with key opportunities to energize fans, regardless.
Contact US
For more information, call Jerry Moore, Managing Director, at 310-270-5451, or email him at [email protected]. For more on our social media strategies, contact Marcia Stepanek, Managing Director, New and Social Media, at 212-712-9119, or email her at [email protected].
You, me -- and everyone we know. US. Advertising for the Second Digital Age.
http://www.usandpartners.com
The ideas, concepts and processes expressed on this page and throughout this document are the property of the US+Partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express permission of US+Partners LLC. Copyright © 2011,
US+Partners LLC.
