#smports

[tagboarddotcom]

Extending your TV campaign with a hashtag

It was the most watched show in U.S. television history, topping a long list of, well, past Super Bowls. Over 114 million viewers tuned in to watch the Patriots literally and figuratively snatch victory from defeat this past Sunday, and advertisers paid a pretty penny for a moment in the spotlight. With some spending as much as $4.5 million for just 30 seconds of airtime, it would only make sense for advertisers to search for ways to find added value. And if our analysis of the commercials airing during the Super Bowl are any indication, advertisers agree that the hashtag is the best solution. With the rise of the second screen, particularly during sporting events, it makes sense. Viewers are already tweeting, Instagramming and Facebooking their thoughts on both the game itself and the commercials (a highlight of every Super Bowl Sunday). By inserting a hashtag into the spot, advertisers are simply telling the audience where they can participate in a conversation around their campaign. It’s a clear call to action, and when executed correctly, it could lead to additional exposure in the social space, perhaps even trending, as we saw with several campaign hashtags on Sunday.

But who did it best? What can we learn? Let’s take a look at some key thoughts and takeaways...

1) Hashtags are the new URLs

The trend of inserting hashtags into Super Bowl spots began in 2012 (7%) and has only taken off from there. Meanwhile, advertisers are relying less and less on a URL as the CTA of choice. This year, according to Marketing Land, 50% of ads reviewed included hashtags while 44.6% displayed a URL. When the world’s biggest brands are shifting their marketing strategy, it’s not a bad idea to pay attention.

2) Make the hashtag “ownable”

One of the first things to consider when determining your hashtag is how unique it actually is. A hashtag is intended to be a tool to unite the conversation. When every other comment is unrelated to your campaign, you’ve failed to do that. If a quick search of the hashtag on Twitter or Instagram returns thousands of results before your spot has even run, you know you're going to be facing an uphill battle to stand out.

There are multiple ways you can think about choosing a hashtag. Do you make it unique, abstract and compelling or do you focus on incorporating the brand? Dove (#RealStrength) and Snickers (#EatASnickers) are two different approaches but both were effective in taking ownership of a hashtag.

While Esurance’s “Sorta” spots were well received, the decision to use #sorta as the hashtag was a peculiar one. A single word commonly used in everyday conversation is not the best formula for success.

As time passes, it will be interesting to see if Esurance can take more ownership of #sorta in the social space, but we’re not holding our breath.

3) Display the hashtag prominently throughout the spot

Want to make sure viewers don’t miss your call to action? Leave it on the screen for nearly the entire spot, just like #GoDaddy did during their second quarter commercial.

4) Have an activation plan in place

Including a hashtag in the commercial is a great first step, but it doesn’t end there. In order to truly maximize the potential value of a conversation about your brand on social media, you need to participate. Coca-Cola ran a great ad about turning negativity on the Internet into something positive. The message was #MakeItHappy. Now, if you see a negative tweet, respond with #MaketItHappy and @CocaCola will incorporate the characters of the tweet into a funny, cute image.

@LOLlennn We turned the hate you found into something happy. RT to make people :) http://t.co/h6kwi6Gg6B pic.twitter.com/xusd9DvxfU

— Coca-Cola (@CocaCola)

February 4, 2015

The best brands understand that the campaign isn’t over once your commercial has aired. In fact, it is just beginning. The hashtag is a great way to locate people talking about your company, so find them, engage with them, and begin developing a relationship that could pay further dividends down the road.

5) Stick with it

Nationwide made a curious decision on Sunday. No, we’re not talking about “The Boy Who Couldn’t Grow Up” spot (but yeah, what the heck was that?). In a teaser for their “Invisible Mindy Kaling” commercial, there was very clearly a screen promoting the #InvisibleMindy hashtag.

In fact, it stayed up for five seconds, an eternity for a :30 commercial. Yet what we saw during the Super Bowl had no hashtag at all. Take a look.

Why Nationwide would decide to remove any sign of the hashtag for the spot that aired on Sunday is unclear. Perhaps they felt all of the focus should be on their other hashtag airing that night, #MakeSafeHappen.

Funny @Nationwide calls the campaign #makesafehappen America calls it #BecauseIDied Hmm can we say #fail pic.twitter.com/hvXxFzY8Qu

— Mr. Awesome SaHD (@mrawesomesahd)

February 4, 2015

But that’s a conversation for another day.

Advertisers spend millions of dollars and months planning for the opportunity to reach millions of people for 30 seconds on Super Bowl Sunday. Perhaps even rarer than the size, this audience is actually interested in watching the commercials and discussing them on social media. Include a hashtag and give them a path to continue the conversation.

 #Tagboard

[bobmckamey]

25 Examples of how Sports Teams are using Custom Graphics and Video on Instagram

If you follow sports teams on Instagram you've probably noticed an increased use of custom graphics and video posts.

In this post I take a look at 25 examples that can help inspire your team:

Buffalo Bills – Sponsorship Example: http://instagram.com/p/vTliUEQ2AS The overall custom graphic could be done better, but solid integration of: sponsor branding, relevant imagery, and details.

Chicago Bears – Sponsorship Example http://instagram.com/p/wNkEclnEnL http://instagram.com/p/wNXKcunElf  http://instagram.com/p/wMLBexHEiH The Bears might be the most proactive team in sports with sponsored social media graphics. Quick look at their activity in November: 27 total posts – 20 custom graphics and 19 were sponsored; 6 organic photos, and 1 video.

*For reference a previous more detailed review

Columbus Blue Jackets - Stats Presentation w/ video: http://instagram.com/p/veA6YpMX4M Interesting execution from the Blue Jackets, they’ve used a normal length infographic and the IG video feature to slow scroll the information.

Columbus Blue Jackets - Game Highlights: http://instagram.com/p/wFnLDKMX_w http://instagram.com/p/wFhaFQMX1i Blue Jackets do a nice job with their end-of-period score update that includes a relevant video highlight.

Duke Basketball - Video Highlights: http://instagram.com/p/vHEleNxGZ5 http://instagram.com/p/wFGVkKxGS4 Good use of mixing frame speeds of the video by Duke to enhance the highlights.

Iowa Basketball – Branding Frame: http://instagram.com/iowahoops http://instagram.com/p/vTfx5innaJ For their Tipoff Countdown posts, the Hawks used a consistent branding border with their logo & Iowa Basketball text – they used it 42 times over a period of 61 total posts.  I’d like to see a better mix of original, custom, and Tipoff posts, but the brand reinforcement definitely came across strong.

Kentucky & Maryland Football - Mantra and Motivation: http://instagram.com/p/t0sT1WqnEV/ http://instagram.com/p/tsZQ23heAc/ Most every team has a historical or seasonal mantra (more and more teams are doing this with hashtags for a season), and they also have specific motivational tags that coaches like to use – another good example of using built-in content by both schools.

LA Clippers – Marketing Campaign: Clippers rolled out a new marketing campaign “Be Relentless” for the 2014-15 season, and I liked how they promoted it on IG with a combination of the graphic and post copy (one of four vital elements to a good IG post) http://instagram.com/p/vHYvxCqlXG Strength does not come from winning. Your struggles develop your strengths. When you go through hardships and decide not to surrender, then that is strength. #BeRelentless

For frequency since the debut on October 30th, they’ve made 145 posts and seven have focused on the campaign (last one being Nov. 19th).

*For reference, details on the campaign can be viewed here: http://www.rpa.com/press/2014-10-28-los-angeles-clippers-be-relentless/

LA Clippers – Sponsorship Example: http://instagram.com/p/wHWYp1KleA http://instagram.com/p/wCMoJgqlYC Clippers do a nice job promoting their “Dunk of the Game”, and it’s also built-in content that can easily last throughout the season and culminate with a Dunk of the Year promotion.

This would have been even more impressive if they utilized IG video to show the dunks instead of pushing fans to the website – individual dunks should be on IG, and a branded gallery of all of them could be on the site and give the sponsor even more value. (Checking the site shows they don’t even properly promote this sponsorship, it’s hidden in the Team Highlights category in the Videos section while they give the “Crown Royal Shot of the Game” a navigation link.)

LSU Football – Preseason Stadium Hype: Aug. 10 - http://instagram.com/p/rih2trIPpB Aug. 15 - http://instagram.com/p/rvFdyvoPuH Aug. 17 - http://instagram.com/p/rz2MDLoPrq Aug. 22 - http://instagram.com/p/sARxgfIPi9 Aug. 25 - http://instagram.com/p/sInCpYoPtC Sep. 06 - http://instagram.com/p/sm1FjSoPm2 Sep. 13 - http://instagram.com/p/s5IouMIPoW Leading up to the start of the new season LSU did a great job with video of getting fans primed with these stadium videos.

Marquette Basketball – Holiday Example: http://instagram.com/p/v6CKt1sZdS http://instagram.com/p/vQuClysZek http://instagram.com/p/u0iEOiMZXe Holidays provide another great built-in content opportunity for teams.

Michigan St. Football - Instagram Play of the Day: http://instagram.com/p/uGkzCRtgA9/ Good use of video on Instagram, and the type of built-in content that could be showcased for every game. The only thing missing is a sponsor, definite opportunity for a tie-in.

Michigan St. Football - Flipagram: http://instagram.com/p/tyilmwNgFj/ Good example of using Flipagram by the Spartans, but adding music via the app could have made this even more impactful.

Nebraska Basketball - Stay Connected: http://instagram.com/p/uJOmXSI-ze/ Really surprised this isn’t used by more teams, but smart of the Huskers to promote all their social channel handles and the #Nebrasketball hashtag in this custom graphic. Every now and the it’s ok to remind fans and recruits of all your social touchpoints.

New York Giants – Great Content Example: http://instagram.com/p/vhFqZqPaOJ/ The one example i wanted to include that is not a custom graphic or video - This post from the Giants shows it doesn’t have to always be about players and action photos – only Odell Beckham Jr’s catch of the year had more engagement during the month of November.

New York Islanders – Infographic: http://instagram.com/p/wIUHs3EwyM Solid game recap infographic by the Islanders – only posted when they win though.

Notre Dame Football – Irish in the NFL Player of the Week: http://instagram.com/p/t8B1DjtvyL There are a couple things to like about this concept by the Irish – the NFL schedule provides them built-in content for at least 18 weeks, and more importantly it provides a weekly reminder to recruits that the program is a pipeline to the NFL.

Notre Dame Football – Brand Integration: http://instagram.com/p/sS_vlVtv_e http://instagram.com/p/sisfKvNvxO http://instagram.com/p/s0uAzxtv3A http://instagram.com/p/tsRa13tv-k http://instagram.com/p/t8sVCltv6- This season kicked off the new UND and Under Armour partnership, and the Irish did a great job of integrating UA’s “Protect This House” tag for their first five home games (including at Indy vs. Purdue).

Oakland Raiders & Chicago Bears – Sponsorship Comparison Example: http://instagram.com/p/v9hjwAJOZW http://instagram.com/p/vwlAfgnEhs Both teams have integrated BOSE as the sponsor, but in very different ways: Raiders as “Playlist Sounds of the Week”, and Bears as “Player of the Game”.

Notes:

Raiders do a great job of making a relevant tie between sponsor and content.

The ‘Presented By’ qualifier is also a needed touch, the Bears leave BOSE on an island in their graphic – should be moved above PLAYER or with a ‘Presented by or Sponsored by’ qualifier. If I’m BOSE I also appreciate the larger logo.

Not crazy about the readability of the all B&W graphic, but definitely get how it fits with the Raiders brand.

Ohio St. Basketball – Use of Multiple Video: http://instagram.com/p/ibpsjPTch-/ http://instagram.com/p/ioa2z5Tchq/ Good use of multiple video in one post by the Buckeyes. It’s not that hard to do, but it’s something different and they don’t overuse it so it has a better chance of standing out with recruits. Also the “Favorite Memories” concept is a content play that could be used to showcase various players and coaches giving it a longer shelf-life.

Tampa Bay Lightning – Post Game Video: http://instagram.com/p/wCPgEpoeC7 http://instagram.com/p/vcqphyoeJO When the Lightning win at home they feature a video highlight of all their goals – well done.

Texas A&M Football - Kenny’s Quotes: http://instagram.com/p/t_YDruK0Ek http://instagram.com/p/tsjhrGq0KO http://instagram.com/p/taqV-DK0LV http://instagram.com/p/tIosQqK0Mv The Aggies provide a great example of showcasing players in a unique way. The Aggies feature QB Kenny Hill writing down an inspirational quote on a whiteboard. Players like to get exposure, and recruits like to see the creative ways programs can give players the spotlight. They ran this for only four episodes, would have like to see it run for a full season, but at any rate a good example that could be done with players or coaches.

Vancouver Canucks - Stats Example: http://instagram.com/p/vaNZQGtOAA/ Nice job by the Canucks with this infographic template they use on game recaps. Well done combination of action graphic and overlay with most important game stats. They change out the last module info area, but bonus points for when they integrate “Tweet of the Game”.

Washington Football - Coach Quotes: http://instagram.com/p/wCJINXGOxB/ http://instagram.com/p/u9QL-LmO20/ http://instagram.com/p/uq6e5RmO8j/ The Huskies do a great job with quotes from Head Coach Chris Peterson. It’s built-in content that can be used throughout the season, it’s motivational, and if done well it helps shape an impression in recruit’s minds.

Washington Football – Player Quotes: http://instagram.com/p/ragBmomO_f/ http://instagram.com/p/rX0ikgmO0-/ http://instagram.com/p/rVChU6mOz7/ Along with the HC quotes, the Huskies use the built-in content quote from their players too. Don’t underestimate the value in showing recruits that you promote players through social media – for reference nobody does it better in college athletics than Duke with their “Blue Planet” platform.

Washington Huskies – Stats Example: http://instagram.com/p/wA8mz5GO_D/ Huskies do a good job of integrating their “Data Points” Quick-Hitters content into their individual program Instagram accounts. A great resource to have, in case you haven't checked it out click here.

[uncommonthinking]

An update on our initial audit of the NFL and how the teams integrate social media on their websites - Stats, Best Practices & Activation Reviews.