Photo Credit: Gigaom.com
A dominating topic at the first annual Cynopsis Sports Business Summit, where industry leaders gathered to talk about emerging trends in sports marketing, was “TV Everywhere.” TV Everywhere is the concept of accessibility to premium content (movies, TV sports, etc.) online via a variety of display devices including PC, mobile and TV. It can either be seen via the first screen (the standard channel fans use to consume news/sports – television) or second screen (where viewers can optimize their television experience via apps like Into Now, Miso, GetGlue, or Viggle; descriptions below). There was general agreement that marketers have huge opportunities to leverage the second screen to enhance engagement and brand loyalty.
Today, over 77 million homes in the US have “TV Everywhere” capabilities, which means those households can access second screen at home (i.e., iPad/tablet, mobile). Additionally there is a 50/50 usage rate between mobile and tablets. Marketers have generally found second screen users are highly engaged because they are actively seeking insider information and see the web, with its infinite opportunities, as the avenue to get that information.
Second screen is not without its disadvantages. Marketers have a hard time conceptualizing the return on investment because it’s extremely difficult to authenticate users. For example, consumers have to log in using their cable username and password for second screen apps HBO Go and Watch ESPN. However, most consumers do not know that information. And while “TV Everywhere” is meant to enhance an experience, a lot of wireless devices do not work while they are in a sports stadium. Fans are still continuing to attend games for the live experience, but with second screen and HDTV, they now expect more. So how can brands capitalize on this need to make that experience richer?
MMC has been leveraging the second screen experience at sporting events for a number of clients, providing behind-the-scenes access and insider information about spokespeople via video, exclusive photos and pre-launch teasers for Facebook fans. The key is to provide real-time updates via our client’s social media channels to keep fans engaged. As the idea of “TV Everywhere” continues to evolve, it will be interesting to see where marketers take the second screen concept.
Current trending second screen apps include:
- Into Now – real-time identification of the show you are watching and then connecting viewers to different information to bring them enhanced engagement (i.e., football game statistics)
- Miso – users can check into television shows to get a 360º experience that provides information such as what the cast is wearing, trivia, funny quotes and where they can purchase products
- GetGlue – social sites where users can see what their friends like in terms of books, TV shows and music and get recommendations based on their interests
- Viggle – a loyalty program for television that gives people real rewards for checking into the television shows they’re watching
This year’s Super Bowl in Indianapolis was the most watched television program in U.S. history, according to data from Nielsen. Participating brands all want to be a part of the swirl that is Super Bowl, including the week-long media frenzy prior to the game. However it takes experience and a keen strategy to be successful.
If your brand is part of the Super Bowl next year, here’s some advice from Super Bowl veterans on how your brand can successfully break through the enormous Super Bowl clutter.
- Choose a spokesperson with relevant credentials – Our client, Head & Shoulders, worked with Pittsburgh Steelers’ Brett (da’ Beard) Keisel, who is well known among media, players and fans alike for both his football skills and his amazing beard. Because of his trademark facial hair, brand mentions were weaved in organically during media interviews.
- Be strategic about the timing of your media schedule – Thursdays and Fridays are the busiest and most important media days; those are the days when shows book the biggest sports analysts and players to predict outcomes for the game. Those days are typically booked a week in advance so be mindful of that timing when you pitch. If your interest is in garnering brand mentions, book interviews earlier in the week when media are more flexible in what they cover.
- Leverage your sponsorships – If your brand is, for example, an ‘official’ sponsor of the NFL, there are many opportunities open to you – so take advantage of them. A key perk is access to Media Day, typically held on the Tuesday before Super Bowl when the teams are available to talk to media.
- Seek subtle branding opportunities – Ensure your spokesperson is wearing branded gear, especially when conducting TV interviews. It doesn’t have to be anything over the top — just a small logo on the breast pocket. This also reminds the interviewer why the spokesperson is there in the first place!
- Build in plenty of travel and planning time – Navigating around Super Bowl village is difficult, particularly if you are escorting a recognizable spokesperson. Allow for plenty of time and hire a driver who knows his/her way around the city to dodge any closed roads, traffic and fans. If you have a camera crew participating in Media Day, be sure to allow plenty of time for them to get a wireless frequency.
- Don’t get distracted from the main reason why you are at Super Bowl – If you are at Super Bowl as a brand representative, act accordingly! As a PR professional, your #1 goal is to garner media opportunities/impressions and mass attention for your brand. That means (unfortunately) that other brand’s events/parties, going out to fun dinners or even stargazing has to come second.
Image courtesy of CEW
The 36th Annual CEW (Cosmetics Executive Women) 2011 Achiever Awards took place on Friday, October 14th in New York City and there isn’t a sight comparable to that of the hundreds of powerful and intelligent women who attended, mingling in a ballroom. It was female empowerment at its best.
While the main focus was on the female honorees, it’s important to note that P&G Beauty & Grooming, select brands of which are MMC clients, was recognized as a company that encourages and cultivates an environment where women can achieve these types of recognitions. Of note, 42% of P&G’s managers are women and make up 39% of the global P&G workforce.
That said, the four female honorees – EVP of Unilever Personal Care, Gina Boswell, SVP for Dior Beauty, Lisa Hawkins, GM of L’Oreal USA, Leslie Marino and SVP of Lord & Taylor, Barbara Zinn-Moore – each have led amazing and inspiring careers. We’ve captured below some of their life and career lessons, which they shared with us through their speeches. We hope that these insights and advice will leave you just as inspired as we were:
- It’s crucial to have a strong female support system — Gina quoted Madeleine Albright saying, “there is a special place in hell for women who do not help other women.”
- Comfort and growth will never co-exist – to stay fresh, you will always encounter situations that put you in a zone you don’t know.
- Love is crucial – if you do what you love, and stay close to those you love, the journey will be that much more enjoyable and rewarding, especially in the tough times.
- Failure is just a comma, not a period – just like the rest of us, they’ve encountered obstacles on their road to success and in those trying times have found strength.
- Stay fierce – doesn’t that say it all!
To hear more from the honorees themselves, check out this link.
Photo credit: Bob Riha
Head & Shoulders announced today that Alyson Hannigan, star of CBS’ How I Met Your Mother and American Pie, will be the brand’s official female ambassador. Beyond sharing her advice with women on how to get great looking hair, Alyson is leading the Head & Shoulders’ charge to help girlfriends everywhere put an end to head scratching behavior. Starting today, consumers can visit the Head & Shoulders for Women Facebook Fan page where they can offer up their own advice on a series of topics, from beauty faux pas to relationship blunders, with a chance to have their pointers published in The Good Girlfriend Guide – an e-book of girlfriend to girlfriend advice launching this November.
Check out Alyson talking about her head scratching moments on the red carpet at People.com.
Image courtesy of bigleaguebaseballs.com
This week, Head & Shoulders is hitting it out of the park at the Major League Baseball (MLB) FanFest, the largest baseball fan event in the world, in support of the brand’s #HatsOff Twitter movement – an H&S sponsored program that celebrates moments in sports that “just deserve a tip of the hat.” Working with Hall of Famer Cal Ripken, Jr, H&S is urging fans to tweet throughout the All Star game about #hatsoff team moments in the first half of the baseball season. For every #hatsoff tweet, Head & Shoulders will donate $10 to the Reviving Baseball in Inner Cities charitable program. Check out Cal talking about this social media movement on ESPN’s Mike & Mike this morning — http://es.pn/oGOAou
In a couple of weeks, I’ll be heading to India for vacation and with almost no research done, I mainly just have my infallible sense of adventure to get me pumped up. Well, and I also have a bunch of fragments through WOM to help me paint a very conflicting picture of India.
P.S. After I decided on India as my next destination, friends came out of the wood work proclaiming, “yes, I’ve been there too!” All of a sudden, India is the new mecca for off the beaten track tourism.
This is what I have pieced together so far:
- Indian food is delicious
- Indian food will get you sick
- Mumbai has the potential to be very dangerous: guide might be needed
- Goa, the beaches where most Bollywood films are shot, is a must see and hippies abound
- Some parts of India are still very old school and despite the 100+ degree weather, women must wear long sleeves
I have no idea what to expect. But come April, I’ll report back on the awesome adventure that I’m sure to have
This year is a landmark birthday for me. I’m hitting a quarter century. Normally, with landmark birthdays or major anniversaries, people take the time to reflect
. and I’m no different, but I promise to keep it short and entertaining!
April 16th, 1984- I was born a tiny bundle of joy in Hong Kong! Having had enough, my parents named me Ying-Chi Lee, which translates to “the last one”. Thank goodness I really was the last one!
3 yrs old- I quit my binky cold turkey. I threw it out in the garbage after other pre-school “friends” made fun of me. Mom picked up my binky from the trash just in case but I swore it off forever!
5 yrs old- My aunt got married. The day before her wedding, I fell on the bus and re-opened a major cut on my left cheek. I was a bleeding mess of a flower girl.
6 yrs old- Got bit by a dog on my right cheek. 3 rounds of shots to follow.
7 yrs old- Moved to the States, first landing in Chicago
9 yrs old- The wind blew us east to Connecticut
12 yrs old- Had my first date watching Austin Powers. Mom dropped us off and picked us up (not so groovy baby).
14 yrs old- Moved to Pennsylvania
not much going on there…
16 yrs old- Failed my driving permit test. Mom was not cool with it.
17 yrs old- Got my license and subsequently multiple fender benders
18 yrs old- NYU, freedom! No longer driving…Pennsylvania motorists, pedestrians and small animals rejoice!
18-21 yrs old- Complete blur
21 yrs old- First paycheck as a PR professional
22 yrs old- Moved to the Upper East Side, which at first seemed awesome until I was “overserved” at a bar and forgot I moved…
23 yrs old- First vacation that I paid for by myself. I went to Florida
25 years old- Marina Maher Communications, who knew working can be fun? Especially loving the education I’m getting at MMC and learning to enjoy the PR process as much as the results!
