fox sports university challenge
TRANSCRIPT
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Fox Sports ChallengeNATHAN DICK | MIKE GLOER | EDUARDO SILVA | CONNOR SIMMONS
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Agenda
Problem Statement
Initial Considerations
Key FindingsStrategy &
Tactics
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Problem Statement
Millennials’ consumption of “traditional” television is shrinking, as they are opting to stream video content via on-demand and
internet-based platforms.
In order for Mediacom to capture and retain the millennial generation, it is imperative that they find new ways to showcase and promote their existing channels (Fox Sports Go & BTN2Go)
to foster long-term profitability and growth.
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Initial Considerations1. What type of content do millennials prefer to consume on the go?
2. How do millennials interact with streaming and TV everywhere services?
3. How, when and where do millennials prefer to consume media?
4. What marketing tactics are effective for engaging the millennial demographic?
5. What do millennials look for in a service provider?
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Primary Research Methodology
Focus group (Tippie MBA students)
• Friday, April 8
•Questions: 8
• Participants: 5 (3 male, 2 female)
Marketing Institute Survey
• Sample size: 1,228
oCleaned sample size: 543
•Gender breakdown: 22% male,
73% female, 6% unknown
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Key Findings
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Millennials consume more “entertainment” content than sports content while on the go
TV shows
Movies
User-generated content
Music videos
Millennials Phone first
Older generations TV first 3
Survey:50% do not watch media on the go at all22% watch TV shows on the go16% watch sports on the go 2
SOURCES: 1) MARKETING INSTITUTE FOCUS GROUP, SPRING 2016; 2) MARKETING INSTITUTE SURVEY, SPRING 2016, 3) ENTREPRENEUR:HTTPS://WWW.ENTREPRENEUR.COM/ARTICLE/247886
1
2
3
4
“I would watch a big game on the go, only if the interest threshold
is reached.” 1
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Aside from TV, millennials use laptops first, followed by desktops and smartphones
At least 65% of millennials use a second device while watching TV
75% post to Facebook, 73% post online, 49% tweet, 43% read an e-book 1
Millennials are using YouTube and Facebook first when it comes to viewing/interacting with sports content 2
YouTube has created its own “network” of its best sports-related content creators and channels 3
SOURCES: 1) VERIZON DIGITAL: MILLENNIALS AND ENTERTAINMENT, MARCH 2014; 2) FORTUNE: HTTP://FORTUNE.COM/2015/11/16/MILLENNIALS-SPORTS-TV-STUDY/, 3) SPORTING NEWS: HTTP://WWW.SPORTINGNEWS.COM/MORE-
SPORTS-NEWS/4626505-REACHING-MILLENNIALS-IN-A-MULTI-DEVICE-WORLD-YOUTUBE-BRANDS
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Using a second device while watching TV/consuming media: Focus group response
SOURCE: MARKETING INSTITUTE FOCUS GROUP, SPRING 2016
“I am a TV watcher in the living room. When I am on my phone while
watching TV, I am on Twitter. When watching sports content, I am always
on my phone, I want to see my friends’ reaction”.”.
“I always have my phone open on Twitter and text my friends when sports events are on, or during anything that is live.”
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Millennial preferences in consuming media
Large TV screens (50%), laptops are second2How
When
Where
5:00-11:59 PM (94%)
Sat. & Sun. (57% and 66%
respectively) 2
Off-campus housing
(72%) and Netflix
(71%) 2
How Netflix won:
Encourage personalization
Provide original content
Allow consumer control 1
SOURCES: 1) MILLENNIAL MARKETING: HTTP://WWW.MILLENNIALMARKETING.COM/2015/12/HOW-DID-NETFLIX-WIN-OVER-MILLENNIALS/; 2) MARKETING INSTITUTE SURVEY, SPRING 2016
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Millennials desire_____ in media content
“For many people, watching
sports is the only reason why
they still have cable.” 4
Streaming Services1. Rich and personalized
experience 2. Up-to-date content, stream
quality, speed 1Cable Services and Bundles
1. Access to nationwide sports content 2. Channel/Package Customization3. Great customer service 4. Reliable network (consistency) 3
SOURCES: 1) VERIZON DIGITAL: MILLENNIALS AND ENTERTAINMENT, MARCH 2014; 2) MARKETING INSTITUTE FOCUS GROUP, SPRING 2016; 3) SPORTING NEWS: HTTP://WWW.SPORTINGNEWS.COM/MORE-SPORTS-NEWS/4626505-REACHING-MILLENNIALS-IN-A-MULTI-DEVICE-
WORLD-YOUTUBE-BRANDS
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Snapchat’s popularity and potential makes it the best untapped social media platform
• 100 million active daily users
• 73% of Snapchat users are millennials
• 77% of college students use Snapchat daily
• 69% of college students would add a known brand as their friend
• 58% of college students would likely purchase from a brand that sent them a promotion via Snapchat
• 1% of marketers use Snapchat
SOURCE: EXPANDEDRAMBLINGS STATISTICS REPORT
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Strategy and Tactics
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Mediacom Strategy Play up Xtream brand
• Name and service resonate with millennials
• New offering, lower brand awareness
• Expose millennials to something new/different
Live game showing• “Xtream Gameday Powered by Mediacom”
• First away game of year (Iowa @ Rutgers)
oDate: September 24, 2016
oLocation: Hubbard Park/ Pentacrest
• Widescreen outdoor projection
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Mediacom (Xtream) Tactic
How does this work?
• Stream game on BTN• Via Xtream platform
• Display Xtreampromotions on projectors
• Mediacom/BTN brand ambassadors• Free gear for app
downloads
Why this will work:
• Free event – no cover fees
• Giveaways• Hawkeyes + BTN +
Mediacom = recognition• Brings the game to us
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BTN Strategy
“Think like a millennial”
•Of those that watch BTN, 72% do not utilize BTN2Go 1
•Cost-effective rewards
• "The millennial generation, compared to others, yearns to be noticed [the most]” 2
•Use Snapchat as touch point
Guerilla marketing
• Spark buzz around BTN2Go
• Engage the millennial demographic
• Attain with incentives
• Create point of unity for B1G schools
SOURCES: 1) MARKETING INSTITUTE SURVEY, SPRING 2016; 2) NEW YORK DAILY NEWS: HTTP://WWW.NYDAILYNEWS.COM/LIFE-STYLE/MILLENNIALS-COMPETITIVE-CRAVE-ATTENTION-STUDY-ARTICLE-1.1811762
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BTN Tactic #1 – Big Ten Tailgate-To-GoCampus brand ambassadors:
• Equipped with tablets ensure requirements are met
o Give food/water voucher
o Inform patron of free campus access
What we ask for:
1. Download the BTN2Go app
2. Add BigTenNetwork on Snapchat
What they receive in return:
• Free hot dog, burger, or locally enticing dish
• Free water bottle
High-Traffic Games:
Oct. 15th- Ohio State @Wisconsin
Oct. 22nd- Wisconsin @Iowa
Oct. 29th- Michigan @Michigan State
Nov. 5th- Iowa @ Penn St.
Nov. 12th- Minnesota @ Nebraska
Nov. 26th- Michigan @Ohio State
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BTN Tactic #1 – Big Ten Tailgate-To-Go
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BTN Tactic #2 – Get the App, Send a SnapSteps for contestant:
Hashtag Options:
1.)#SportableStreaming2.) #TheB1GGame3.)#TheB1GSnap4.)#FreeOnCampus
Download the BTN2Go App
Add BTNSnapContest on Snapchat
Submit Snap using BTN2Go Filter and added Hashtag
Selection Committee decides winner• Weekly basis
• SnapStory advertising
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BTN Tactic #2 – Get the App, Send a Snap: Prize
Winning snapchat picture here
Contest
#SportableStreaming
#FreeOnCampus
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Fox Sports Strategy• Great way to get fans
involved throughout the season
Utilize Snapchat
• Utilize NFL season, especially postseason, for promotions
Build awareness
• Those watching game at home will have access to service provider
Leverage Super Bowl
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Fox Sports Tactic
Steps for contestant:
Hashtag Options:
1.)#SportableStreaming2.)#CantBeatUsWithCleatus
3.)#SuperBowlSnapOff4.)#FOXSportsGo
Add FOXSportsContest on Snapchat
Submit Snap using FOXSportsGo Filter and added Hashtag
Selection Committee decides winner
3% of respondents use FOX Sports Go 1
SOURCE: MARKETING INSTITUTE SURVEY, SPRING 2016
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FOX Sports Go Super Bowl Snap-Off
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Performance Metrics
Mediacom/Xtream
• Number of attendees
• at game viewing event
• who download BTN2Go app
• Increase in traffic on Mediacom website
• Sales of Xtream packages
BTN/FOX Sports
• Number of people who download the BTN2Go, FOX Sports Go apps
• Number of people who
add Snapchat accounts
who attend Tailgate-to-go (BTN)
submissions to contests
• Buzz generated: Social media analytics
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SummaryTactic #1: Xtream Gameday by Mediacom
Tactic #2: BTN Tailgate-To-Go
Tactic #3: Get the App, Send a Snap
Tactic #4: FOX Sports Go Superbowl Snap-off
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Thank
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References•Entrepreneur: https://www.entrepreneur.com/article/247886
•ExpandedRamblings Statistics Report
•Fortune: http://fortune.com/2015/11/16/millennials-sports-tv-study/
•Marketing Institute Focus Group, Spring 2016
•Marketing Institute Survey, Spring 2016
•Millennial Marketing: http://www.millennialmarketing.com/2015/12/how-did-netflix-win-over-millennials/
•New York Daily News: http://www.nydailynews.com/life-style/millennials-competitive-crave-attention-study-article-1.1811762
•Sporting News: http://www.sportingnews.com/more-sports-news/4626505-reaching-millennials-in-a-multi-device-world-youtube-brands
•Verizon Digital: Millennials and Entertainment, March 2014