Sports Marketers: 3 Ways to Engage Your Fans with New Technology

As a Sports Marketer, one of the biggest concerns you face today is how to keep your fans engaged in an increasingly digital and technological world. As a graduate student at the Northwestern Medill IMC program who has an interest in sports marketing, I have found two articles which address the growing technology trends and how they affect the sports industry.

In the GeekWire article, NBA Commissioner Adam Silver predicts how we’ll watch basketball in 5 years, Taylor Soper explains the way sports are being watched and how that is changing. Nobody sits and just watches a game anymore; whether at home or in-person, people are always looking at their smartphones and other devices. The challenge and opportunity lie in providing opportunities for fans to be looking at content that is relevant to what’s happening in the game. One proposed solution is developing Augmented Reality (AR) applications that will enhance the game experience such as seeing additional information like stats or potential scenarios overlaid on the court or field through a smartphone.

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The VentureBeat article, How Marketers Tap Sports Fans in Connected Stadiums, by Chris Nguyen details the importance of connectivity in stadiums and how that impacts the fan experience. It’s crucial for stadiums to have great WiFi and large data capabilities because fans expect to have access to real-time content such as player and game stats and video highlights when they are at the game. Fans also want access to exclusive, contextually relevant, experiences such as instant replays from angles not shown on the jumbotron that allows them to feel even more connected to the game. Teams and brands need to focus on creating experiences for fans that enrich the game through the devices and technology they prefer to use.

Based on my review of these two articles and relevant studies I have done at Northwestern University, I have developed 3 action items to consider.

• Make Streaming Happen - The way that fans watch sports and engage with teams is changing; use live video to build a strong and intimate experience with your fans.

• Invest in Augmented Reality - With shrinking attention spans, embrace new technology and find ways to truly augment your fans' experience at the game.

• Share the Experience - Give your fans what they want by using Virtual Reality and 360 video to put themselves in the athletes' shoes, review a play from any angle, and more. 

The next time you are thinking about how to take advantage of new technology, remember these action items to enhance your fans’ experience.

Katie Amys is currently a graduate student at Northwestern University pursuing a Master's degree in Integrated Marketing Communications, specializing in Content Marketing and Brand Strategy. With over three years of experience in marketing and sales in a variety of industries, I hope to pursue a career in sports marketing upon graduating in August 2017. Please feel free to contact me on Twitter or LinkedIn. 

Video Game Creative Directors: 3 Ways to Use VR for Immersive Storytelling

In the gaming industry, VR has emerged as a powerful tool to enhance game play and story experiences. As a graduate student in the Northwestern University Medill IMC program with an interest in gaming and new technology, I have found two articles that highlight two projects that combine VR with powerful human emotion to deliver immersive artistic visions.

Daniel Terdiman (@GreeterDan) reports for Fast Company about Asteroids!, a new project from Baobab Studio that debuted at Sundance 2017. In the 10-minute adventure game, the audience explores a space ship with two aliens, Mac and Cheez. These new friends communicate in a foreign alien language, but use vocal cues and intonation to convey emotions. During the tour, Cheez is accidentally knocked out of the ship and it is up to the viewer to initiate a rescue mission. Or not. The game's progression and structure depends on fostering the viewer's empathy.

Source: Unsplash via Pexels

Another project, Oculus’ “Dear Angelica,” approaches empathy in VR from a different perspective. As Josh Constine (@JoshConstine) reports for TechCrunch, the project combines brilliant animation with vivid storytelling. A girl reminisces about the lessons her mother, an actress, taught her about bravery. Brushstroke by brushstroke, the mother's movies envelop the viewer. The distinct, fluid art style brings to life the emotions of grief and nostalgia. Oculus used Quill, a VR animation tool, to bring the story of a mother’s memories to life, adding a tangible element of time to the work. This emotionally-charged experience is steeped in VR from production to delivery.

After reviewing these 2 articles and based on my studies in VR and IMC, here are three ways to make the most impactful art with this powerful technology:

• Start Experimenting Now - VR blurs the line between video games and movies. Now is the time to tap into that mire to create experiences that reach people’s emotional core.
• Interaction Leads to Success - While all stories expect a certain level of engagement, both these projects provide the viewer more agency than a traditional movie, leading to resonant experiences.
• Incorporate Natural Conversation - The characters in both projects react to conversations and situations in a natural way. This level of interaction enhances authenticity, empathy, and immersion.

VR has come a long way in the realm of experiential storytelling. As a creative director, these projects serve as examples of how VR can be used as a vehicle for introducing empathy to interactive art.

Jo Ladzinski is studying Integrated Marketing Communications at the Northwestern University’s Medill School. She has an interest in video games and technology with experience in digital media, social marketing, and publishing. Connect with her on Twitter or LinkedIn.