Contenu connexe Similaire à The Sports Fan in 2015 - Richard Ting and Kyle Bunch, R/GA (20) The Sports Fan in 2015 - Richard Ting and Kyle Bunch, R/GA1. The Sports Fan Experience in 2015
#SXSport2015 | March 10, 2012
Richard Ting, SVP, Executive Creative Director
Kyle Bunch, Executive Producer
Proprietary & Confidential. © 2012 R/GA All rights reserved.
2. Your speakers this morning
Richard Ting Kyle Bunch
@flytip @bunch
Founded R/GA’s Mobile & Social Leads R/GA’s Social offering
Platforms practice
Co-founded Blogs with Balls
Provided creative leadership for
some of R/GA’s earliest Nike work
Proprietary & Confidential. © 2012 R/GA All rights reserved.
3. Agenda
1. The Digital Shift
2. The Sports Fan Experience: Yesterday & Today
3. How Brands are Connecting with Fans - Case Studies
4. Tomorrow
5. A Day in the Life
Proprietary & Confidential. © 2012 R/GA All rights reserved.
4. The Digital Shift
SO MUCH HAS CHANGED…
Proprietary & Confidential. © 2012 R/GA All rights reserved.
5. The Sporting World went digital
And with it:
1.) Always-on, total access to sport creates an explosion in
global media consumption
2.) Social media leads to enhanced transparency and a
dramatic rise in shared experience
3.) Increased personalization and choices as hundreds of
channels evolve into millions of sites and billions of hours of
new content
Proprietary & Confidential. © 2012 R/GA All rights reserved.
6. Athletes embrace digital to better
control their brand images
TOP U.S. NEWSPAPERS DAILY CIRCULATION
USA Today 2,113,725
4,871,510 3,269,716 3,138,170
Wall Street Journal 2,082,189
The New York Times 1,039,031
Los Angeles Times 723,181
The Washington Post 665,383
Daily News 602,857
New York Post 558,140
Chicago Tribune 501,202
Houston Chronicle 425,138
The Arizona Republic 389,701
Proprietary & Confidential. © 2012 R/GA All rights reserved.
7. My experience as a Sports
Fan will be vastly different
from my daughter’s.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
8. The Sports Fan Experience
YESTERDAY AND TODAY
Proprietary & Confidential. © 2012 R/GA All rights reserved.
9. Then
and
Now
How the sports fan experience has evolved since we were kids
Proprietary & Confidential. © 2012 R/GA All rights reserved.
10. We used to hang their picture on our walls.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
11. Today we talk live with our favorite athletes. No
more settling for posters.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
12. Watch the nationally broadcast game.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
13. Today we watch whatever game
we want, wherever we want it.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
14. Get our highlights from SportsCenter.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
15. Today, no more waiting for SportsCenter
to see the highlights.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
16. We used to see international stars play
…every four years.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
17. Today international stars are known well
before they set foot on U.S. soil.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
19. Today we buy any ticket to any game at
anytime… safely and securely.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
20. Show up early hoping to grab an autograph
from our heroes…
Proprietary & Confidential. © 2012 R/GA All rights reserved.
21. Today the Athletes want to meet us.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
22. We use to wait in line to buy
cheap food anonymously.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
23. Today RFID lets concessions know exactly who
you are and greet you personally.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
24. Team management rarely
ever connected with fans.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
25. Today teams dedicate entire staff to coordinate
social media outreach with fans.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
26. Referees took abuse from the players and fans
and accepted it.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
27. Today referees now have an outlet
to defend calls.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
28. Players fought…. on the court.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
29. Today players still fight, but now….. on Twitter.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
30. Players connected with fans during
sideline interviews.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
31. Today players now use Twitter to connect with
fans directly from the sidelines.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
32. Steve Diekmann
Single Season DIII Scoring Record
Grinnell College
Iowa
37.3 ppg
Who?
Proprietary & Confidential. © 2012 R/GA All rights reserved.
33. 5’10”
Senior
DIII – Illinois College
~ 5million YouTube views
Today we have Jacob Tucker
Proprietary & Confidential. © 2012 R/GA All rights reserved.
34. Today we have Jacob Tucker
Proprietary & Confidential. © 2012 R/GA All rights reserved.
35. Today we have Jacob Tucker
Proprietary & Confidential. © 2012 R/GA All rights reserved.
36. How Brands are connecting with Fans
Case Studies
Proprietary & Confidential. © 2012 R/GA All rights reserved.
37. Brands see this shift and
now have to alter how they
connect with their
consumers
Proprietary & Confidential. © 2012 R/GA All rights reserved.
38. “Check In to the Ballgame”
Proprietary & Confidential. © 2012 R/GA All rights reserved.
40. NIKE BASKETBALL
“Black Mamba”
Proprietary & Confidential. © 2012 R/GA All rights reserved.
43. No Slowing Down for Digital or Sport
2.7 Billion $145.3 Billion
Projected global internet users Projected global sports revenues by
by 2015, 2015,
up from 2 billion in 2010 up from $120 Billion in 2010
(Source: IDC) (Source: PriceWaterhouse Coopers)
Proprietary & Confidential. © 2012 R/GA All rights reserved.
44. The Borders For Fandom
Cease to Exist
Proprietary & Confidential. © 2012 R/GA All rights reserved.
45. Jeremy Lin fans rise early in Taiwan
to watch him play
Proprietary & Confidential. © 2012 R/GA All rights reserved.
46. Man U. fan accosted by Liverpool
fans in Malaysia
Proprietary & Confidential. © 2012 R/GA All rights reserved.
47. Never Be Alone At A Game
Proprietary & Confidential. © 2012 R/GA All rights reserved.
48. Find ALL of your friends at a game.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
49. Augmented Viewing:
“Second Screen Experiences
become Commonplace”
Proprietary & Confidential. © 2012 R/GA All rights reserved.
52. The Fans Control
Their Views
Proprietary & Confidential. © 2012 R/GA All rights reserved.
54. The Fans Have More Power
Than Ever:
“Crowd-sourced Team
Decisions”
Proprietary & Confidential. © 2012 R/GA All rights reserved.
55. Will the fans be able to impact a coach or
GM’s decision?
Proprietary & Confidential. © 2012 R/GA All rights reserved.
56. Open APIs:
Leads to new innovations in
the Sports Fan experience
Proprietary & Confidential. © 2012 R/GA All rights reserved.
57. The fans will create their own
future experiences
Proprietary & Confidential. © 2012 R/GA All rights reserved.
58. The future of sports subscription
packages will change.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
59. Available data will continue to grow…and
evolve the game viewing experience.
Proprietary & Confidential. © 2012 R/GA All rights reserved.
60. A Day in the Life
Jed Berger
Proprietary & Confidential. © 2012 R/GA All rights reserved.
61. Jed Berger
Mid-30s
Senior Marketing Exec.
Urban Dweller
Sports Nut
Proprietary & Confidential. © 2012 R/GA All rights reserved.
80. Sending request to control
Jed’s iPhone camera…
Proprietary & Confidential. © 2012 R/GA All rights reserved.
86. IN THE FUTURE, MORE:
Fan grouping apps
Crowdsourced coaching
In-arena personalization
Frictionless sharing via NFC
Explosion of second screen apps
Biometric-enhanced box scores
Remote fandom via telepresence
Redefinition of fan access
Proprietary & Confidential. © 2012 R/GA All rights reserved.
87. Questions?
Richard Ting Kyle Bunch
@flytip @bunch
Proprietary & Confidential. © 2012 R/GA All rights reserved.