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Sports Slushed for FOX Sports U [Final]
- 1. SARAH DAVIDSON TALLA HASHEM DAN LAWRENCE NATHAN SESSIONS ELLEN TURNER
Notes de l'éditeur
- Both the sports and dining experiences are associated with leisure, friends and fun. The marriage of these two experiences creates the perfect love affair for FOX Sports and Sonic. We are Fox Sports & This is How We Sonic
- A quick overview of who FOX Sports is…we have extensive coverage of the NFL, MLB, UFC and soccer, just to name a few. We also have exclusive coverage of major events such as the U.S. Open, Daytona 500, UFC Fight Night and the Big East Tournament. We offer coverage on multiple platforms including broadcast, Internet, mobile and social; and we have five apps including FOX SportsGO, which offers extensive streaming to mobile, and FanHood (which is extremely personalized). However, what truly sets us apart is the innovative viewing experience we offer users. Technology by FOXLabs includes aerial drones, virtual reality broadcast and NFL Next GenStats. These are the elements that make FOX so much more than just sports.
- The components of Sonic Drive-In that have transformed the fast-food experience are why we see these two brands fitting seamlessly together. Sonic Drive-In has maintained the whimsical feel of a retro-diner while staying up to date with customized food and drink service. Sonic is a family friendly brand; even to this day customers are served by CarHops on roller skates. Where else can you choose from a million drink combinations?
- Shifting away from traditional media (broadcast) and incorporating FOX Sport’s innovative platforms Integrating Sonic’s unique food experience with FOX Sport’s technology without disrupting the viewer’s experience
- Taking this challenge into consideration we developed: Sports Slushed, a four-component umbrella campaign that utilizes digital media across platforms to foster a beneficial partnership between the biggest name in sports and America’s drive in This campaign targets the convenient mobile consumer on the go, aligning perfectly with the fact that sonic offers convenient food on the go.
- Campaign begins immediately as users open the FOX Sports Go App “Blast From the Past” based off Sonic’s Blast Shakes In place of a standard loading screen, a quote and picture of a sports figure appears The white dots below the quote indicate the loading progress
- SlushScreen SlushScreen is part of the SportsSlushed Campaign with Fox Sports and Sonic. As you know, there are over a million drink combinations at sonic, which allows the customer to create their own personalized slush. We wanted to set out and do the same thing for the mobile experience on FOX Sports GO. The Idea: Sometimes you need to double check a play because you just know that shouldn’t have been a goal. You know more than the refs do (don’t we all?) and THAT was not a goal. Sometimes you just want to see that MASSIVE hit again. And sometimes that one camera angle just doesn’t do the trick, especially on a typical mobile screen. That's exactly where FOX Sports Lab technology and the Sonic SlushScreen come into play. ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- “The SlushScreen is a feature integrated into the FOX Sports Go app that allows the user to control their view of the game and to create their very own unique experience, much like a Sonic slush. Simply slide your finger across the screen (from the Sonic cup to the left) and watch the slush flow across the screen (don’t worry, its virtual) This simple maneuver will enter the user into SlushScreen mode. From here the viewer will be able to swipe up and down to unlock different camera angles, fully immersing oneself in the event.” “By Clicking on the semi-transparent sonic slush cup in the right corner of the screen the user will be able to pull up real-time statistics. Want to go back to the regular game experience? Swipe to the right and watch the slush flow back into the cup (minor tragedy averted). ** Now fans will never have to miss a minute of the game--even on the go. Welcome to the new sports experience.” ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- **SlushScreen can easily be altered if design is too complex for designers. We just wanted to place the fans in the drivers seat by creating a experience catered to what would be easiest for them to use. Quick Points: A Feature integrated into the FOX Sports Go app Enter SlushScreen Mode by swiping from the cup to the left Slush tumbles across the screen (temporarily) Access to FOX LABS advanced and unique camera angles Statistics at your fingertips (by tapping the semi-transparent slush) Allows the user to control their view of the game and to create their very own unique experience Potential for any new innovations- inclusion of Next Gen Stats/New camera tech/virtual and augmented reality Slush can be customized to your favorite team colors How it works with FOX Sports’ diverse range of sports: NASCAR Gopher Cam Gyro cam XMO / Phantom Cams for Slow motion Virtual Graphics/Augmented Reality NFL / CFB (College Football) Dirt Cam XMO / Phantom Cams for Slow motion SkyCam Pylon Cam Bench/POV Cams Drone Cameras Virtual Graphics/Augmented Reality CBB (College Baseball) / MLB (Major League Baseball) Hawkeye Ball trails Movi Cam Bench/POV Cams Virtual Graphics/Augmented Reality Soccer Dirt Cam XMO / Phantom Cams for Slow motion SkyCam Bench/POV Cams Drone Cameras Virtual Graphics/Augmented Reality UFC 360 cams XMO / Phantom Cams for Slow motion GOLF XMO / Phantom Cams for Slow motion Hawkeye Ball trails Dirt Cam Drone Cameras Virtual Graphics/Augmented Reality NHL Ref Cam Bench/POV Cam How to get the word out/ How to get new app users: Social Media Paid Media Posts- Instagram (sponsored) posts showing the new innovative screen. Earned Media Posts- Fans sharing their #SlushScreen experience. Commercial The two guys at sonic playing with their new app – showing off the SlushScreen abilities (while wearing team jerseys and eating sonic of course). Could even introduce Virtual Reality by including one of the Fox anchors. He could be sitting in the back seat. It could even be from his perspective (for part of the commercial) Sports Bloggers Advertise at Sonic Locations
- Real-time Statistics Why close the screen and miss a minute of the game when you don’t have to? Pull up this stats screen while watching the game by simply tapping the Sonic cup. Works across all sports. Could possibly have a settings page where you can incorporate your favorite player/favorite team (for comparison). Uses pre-existing information from FOX Sports and places it in a on the mobile experience in a convenient window. “By Clicking on the semi-transparent sonic slush cup in the right corner of the screen the user will be able to pull up real-time statistics. Want to go back to the regular game experience? Swipe to the right and watch the slush flow back into the cup (minor tragedy averted). Now fans will never have to miss a minute of the game--even on the go. Welcome to the new sports experience.”
- Sonic Soundbite Offers content you wouldn’t normally hear on broadcast Soundbites from players, coaches, hockey fights, etc. that bring the fan closer into the in game experience. Bring sonic into this because it is a great opportunity Include short commentary from Sonic Guys, TJ and Peter. Another type of soundbite
- these screens are just an example of what Sound Bite would look like living on the Fanhood app. We would start this off on mobile and bring it into broadcast. Click on TJ and Peter’s head and it brings you to an interactive coupon from sonic
- “The final component of our campaign is Sports Happy Hour, inspired by Sonic’s “America’s Happy Hour,” which takes place every day from 2-4 p.m. and offers customers ½ price drinks. “Sports Happy Hour will consist of fun and happy moments from games and can easily be applied to any sport. For instance, this could include TD celebrations- Buzzer-beater celebrations- a NASCAR driver standing on his car and popping Champaign with his team after winning a race- Anything. Happy moments and celebrations are a huge part of sports and also a huge part of what fans enjoy and like to see” --Innovative drone technology sees every aspect of the sporting game, allowing for a new, complete view of the sports fan. The footage that Fox Sports drones capture that shows fan celebrations would also be included on the app, providing a unique perspective of the fan experience. This could be spread across smartphone apps and broadcast, but would primarily live on the fox sports website.—It could also be customized for specific sports and teams using the Fanhood app. “To make this idea even more interactive, fans will be able to tweet pictures using the hashtag #SonicHappyHour, showing them enjoying games and celebrating with their friends.” “Sports Happy Hour could also be easily integrated with special events that Fox Sports covers (SHOW IMAGES OR-such as the U.S. Open, Big East Tournament, and World Cup.) Fox Sports apps would feature temporary tabs for these events that would include happy player and fan moments from the event. Like the normal sports happy hour, fans would be encouraged to tweet photos that could be featured on the apps.” “A small note with this idea is that the content for Sports Happy Hour would be updated every day at 2p.m. to connect consumers to the fact that Sonic’s America’s Happy Hour starts every day at 2o’clock.
- ): “Lastly, a key broadcast opportunity that Fox Sports can offer Sonic is a Sports Happy Hour segment during the Big 12 pregame show on Saturdays. As you can see (in the pictures on slides 12 and 13), 8 of the 10 Big 12 teams are located in Texas, Oklahoma, or Kansas- states that have over 1/3 of all Sonic locations in the nation. This makes for a great opportunity to target a specific market and get Big 12 nation more involved with the Sonic brand as a whole and Sonic’s “America’s Happy Hour” in particular.”
- Our campaign, Sports Slushed has 4 parts and is all about engaging customers in a non traditional way. To recap, our umbrella campaign is called SportsSlushed. This four part campaign is made up of Blast From the Past, the Slush Screen, Sonic SoundBite and Sports Happy Hour. All of these ideas provide consumers with a way to actively engage with the brands. Utilizing non-traditional advertising methods, this campaign provides users with desirable content to enhance their sports experience. Blast From the Past- engages consumer s