Tongal creates connections between young fresh talent and big brands to build a whole new kind of advertising.
I wish I had come up with this idea. Capitalizing on Web 2.0 tech and re-visioning the highly sought out word-of-mouth advertising, OF COURSE you would open up ad campaigns and creativity to the people. Both Tongal as a business model and the brands that seek out its services have a lot to gain here. Not to mention everyone who has now watched Mad Men and thinks they're ready to step into the world of advertising. A lot of win - wiN - WINS here.
E xecutives in most industries struggle to consistently deliver exceptional customer experiences.
This article reminded me of our "Your guest is as good as mine" article and how the sports world can learn a few things from the strategies currently employed by the heritage and culture industries, particularly the inclusion of volunteers - or superfans - in their operational structure. There are a few good examples of exactly that at work in the sports industry within this article.
Everyone wants #1, but in the absence of a championship, the fan experience is the ultimate measure of success against which a sports organization is held.
This boils down to - "It's all about the fans." Without these people there would be no home team to cheer for and that's ultimately what the fan experience is doing - reaching out to the people that make an organization what it is.
My big criticism of this article is that it thinks that technology is the end all to producing a great fan experience - but it isnt. It isn't giving fans that once-in-a-lifetime experience. Where they have to catch their breath because their favorite player is sitting right in front of them signing their baseball card. Those are going to be the moments that make all the watching-from-home and jersey-buying worth it.
Where this article gets it right though, is that the fan experience needs to be considered "end-to-end" - and technology is just a means to an end in that regard. This article also makes the comparison of fan experiences promoted by sports team and consumer experiences promoted by restaurants and retailers. Ultimately it's about connecting with fans, guests, consumers, et. al. in an authentic and "always there" way. Treat the sports team like the powerful brand it is and attend to the needs of your consumer - or - fan base.
The first major league game I saw live was in 1984: Phillies vs. Astros at old Veterans Stadium in Philadelphia. I was 10, and arrived prepared for the occasion.
Considers the possibilities and existing mobile approaches now that smartphones have made their way into stadiums and parks. We're only at the start of seeing how this rolls out - I appreciate the notion that while technology can enhance the experience, it's still not a replacement for the energy and emotion of being part of a crowd of people watching the same game in-person.
In their "Our Thinking" section there is an article called "Fanatic: A New Department" - driven by the desire to understand sport and music fans patterns of behaviour better and help our clients tailor more targeted campaigns to maximize effectiveness and return. Their first assignment looked at fan psychology. "The resulting white paper covered everything from authenticity to escapism and the compelling concept of ‘Liminality’ as a transcendental force that can help brands communicate to communities’. "
Sounds like a great conference! Interesting how this article positions technology as a type of threat to the fan experience. Causing people to become less engaged and not the loyal supporter that they once used to be because of the newer, higher quality in-home television experience and false "connected" feeling with mobile techonology constantly available to us.
Of course, as much as it can be seen as a threat - it acknowledges the need for interacting with teams and the sport through live experiences more than ever. Also - technology can be a tool harvested to keep the connection long before and after an event takes place.
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