CLUB CONTENT SUCCESSES:HOUSTON TEXANS

Content Success Case Study• GOAL: Create original programming on

HoustonTexans.com for the purpose of:1. Featuring the lighthearted side of the team2. Supplementing existing content on Texans TV3. Increasing Texans TV viewership, particularly Tue.-Wed.4. Providing exclusive access to fans5. Growing our fan base6. Make players feel invested in HoustonTexans.com

Content Success Case Study• ACTION: We launched “On the Nose” Sept. 17, 2011 • WHAT IS IT? A weekly parody on Texans TV hosted by

nose tackle Shaun Cody• EPISODES: 20 total shows, posted on Tue./Wed.• STAFF/EQUIPMENT: Two producers, one editor,

Panasonic Mini-DV cam, wireless handheld mic, lav mics, Adobe Premiere, Adobe Photoshop

Content Success Case Study• RESULTS:

– “On the Nose” episodes accounted for 10.4% of Texans TV video begins from 9/17/11 – 2/15/12• Mr. McNair episode is 7th-most viewed clip since we joined NFL platform• 7 of our 25 most-viewed clips since joining NFL platform are “On the Nose”

– “On the Nose” featured frequently in Houston Chronicle– “On the Nose” featured weekly on NFL Network– “On the Nose” profiled on “The NFL Season” on NFL.com– “On the Nose” featured on ESPN’s AFC South blog– #OTN is part of our Twitter fans’ vernacular

Content Success Case Study

NOTE: Total video begins +189% in 2011 vs. YAGO

We smoothed the peaks & valleys relative to daily viewership in the regular season. The range was 5.5% lower in 2011 vs. YAGO.

Content Success Case Study

Featured on home page of Chron.com, which receives ~78mm page views/month.

Content Success Case Study

Feature story on Chron.com

Content Success Case Study

“On the Nose” on “The NFL Season”

Content Success Case Study

-Texans defensive coordinator Wade Phillips

“This is a tough game, practice-wise, work-wise, and you’ve got to kind of keep it in perspective and have a sense of humor. That’s why guys like Shaun (Cody) play for a long time in this business.”

-Texans coach Gary Kubiak

“Being serious 24-7 is not going to help anybody win.”

-Texans OLB Connor Barwin

“(‘On the Nose’) is funny to us because we’re around some of

the players, but I think it’s pretty clever.”

Content Success Case Study

#OTN praise on Twitter/Facebook…

Looking Towards Next Season

• More “On the Nose” – give fans what they want!• More efforts to establish #OTN as appointment viewing• More creative and unique programming:– Perhaps a web series with Texans Cheerleaders– Another player spin-off show is possible…

Peer to Peer• A few key learnings…

– Don’t pretend you’re not low-budget. Embrace it.– Credibility and consistency matter. Choose the player carefully.– Promotion is crucial…Facebook, Twitter, HP centerpiece, etc.– Capitalize on audience: We told folks to download our free

mobile app to watch #OTN on the go.– Find a hook to grow repeat visits (i.e. Barwin cameo)– Winning helps: 7-game win streak (10/23 – 12/11)– Star power of guests helps make the show viral