A nail-biting finish for the University of Tennessee against South Carolina on Saturday. The Vols beat the Gamecocks 45-42 in overtime, clinching their first SEC victory of the season. Although the game was difficult, the team’s biggest challenge happens every day off the field.
Organizations must find ways to keep fans engaged. When a team provides content, it generates attention and fan-interest.
A recent Forbes magazine article highlighted Heineken‘s effort to put an umpire chair in the middle of Union Square. The company had volunteers, wanting to win tickets to the U.S. Open, sit and try to quiet passersby.
Brands such as Heineken can no longer rely on just commissioning stale 30-second promotional ads. They have to stand out by producing memorable experiences—both online and offline—that generate emotional connections and help turn viewers into fans.”
Red Bull is more than just an energy drink. The Austrian company invests a lot of money in extreme sports, like motocross, snowboarding, and cliff-diving. As one blogger wrote, establishing the brand in sport has been the key to success:
There was a clear niche that they could see in action sports that would tie in with their motto: “Red Bull gives you wings”. The real secret to their domination is that Red Bull haven’t just advertised in this market, they have become involved.”
The company sponsors several athletes and hosts multiple sporting events around the world each year. The brand is plastered everywhere: uniforms, equipment, naming rights, publications, pictures, videos, transportation, etc. Another blogger stated Red Bull is great at producing content because it owns and controls distribution channels:
Red Bull’s content success is largely due to staying ahead of the industry—where and how consumers are viewing content—keeping it relevant, and creatively blurring the lines between advertising and content.”
Tennessee Athletics is great at sending out content via social media. When the team is preparing for its next game, pictures are posted on the @Vol_Football Instagram account counting down the number of hours until kickoff. At the end of each quarter, pictures with the score are posted. When it’s a player’s birthday, a picture of them is posted to recognize their special day.
The initiative is highly effective because even the casual fan feels connected and stays informed by simply following the team on social media. When they “Like,” “Retweet,” or “Share” a post, it shows up in their friends’ timeline and grows the audience.
DIRECTV released a new advertisement over the summer, but it never aired on television. The video of Peyton and Eli Manning rapping about Fantasy Football is a viral hit with more than 3.8 million YouTube views. The brothers also did a video in 2013, which has 8.5 million views.
Brands need to continue to find innovative ways to create content that is eye-catching and entertaining. Earned media is more powerful and cheaper than paid media.