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WHAT’S NEXT FOR 2015?

5 KEY TRENDS IN FAN ENGAGEMENT SEPTEMBER, 2014

WHERE ARE WE NOW?

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In-Stadium: Teams are beginning to cultivate an immersive, engaging and omni-channel experience unlike ever before

3

At Home: With the availability of exclusive content and instant social conversation, fans can stay engaged on multiple

platforms from their living room

4

The Total Experience: In-stadium and at-home have begun to converge so that fans have the opportunity to always be connected

to the stadium environment, regardless of their location

5

WHERE ARE WE HEADED?

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The question becomes, how do we continue to build a total immersive experience across all in-person and at-home channels?

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•  Navigation

•  Personalization

•  In Stadium History

•  Augmented Reality

1 BEACONS

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Beacon technology will help personalize and inform the fan experience though mobile interaction

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The evolution of Beacon interaction will begin to ease navigation through the stadium, giving fans directions to

their seats, concessions and the nearest bathroom

http://techcrunch.com/ 10 MLB App: http://mlb.mlb.com

And allow fans to interact with specific locations within the stadium to initiate a telling of history or augmented

reality experience

http://techcrunch.com/ 11

•  Engagement

•  Social Media

•  New Apps

2 TEAM

CONNECTION

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Today’s fans have a burning need to be engaged in social media throughout the game

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Increased wireless and cellular capabilities at stadiums will continue to give fans greater access to social

media and other apps

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Apps like “Experience” offer seat upgrades and opportunities to meet players, mascots and to

get on the fan cam

http://www.expapp.com

Another example, “Uphoria” relays near instantaneous

highlights to fans, which can be viewed from multiple angles

15 Experience: http://www.expapp.com Uphoria: http://www.sportingkc.com/uphoria

Gaming systems like Xbox One personalize your viewing experience by bringing interactivity to live games, stats,

scores, highlights and Fantasy sports all on your TV

http://news.xbox.com 16

X Box One: http://www.xbox.com/

Teams and Agencies continue to push the envelope with new creative mobile content that engages fans with more behind

the scenes access than ever before

http://www.sportingnews.com/ 17

•  Google Glass

•  RFID Wristbands

•  Licensed Tech

3 WEARABLE

TECH

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As innovation progresses, wearable technology will optimize the fan experience by bringing them even closer to the field

19 Google Glass - http://www.google.com/glass/start/

In game users wearing Google Glass will be able to stream content to the jumbotron or your TV, giving fans

a first hand perspective of the action

http://blog.ted.com/ 20

USA Today - http://www.usatoday.com/story/tech/columnist/shinal/2014/06/26/google-glass-app-to-change-sports-fan-experience/11422667/

Google Glass app “Skybox” overlays stats, graphics and video as you watch the game to make sure you don’t miss anything if you

look away from the action

http://www.apx-labs.com/ 21

Skybox - http://www.apx-labs.com/products/skybox/

RFID wristbands will continue to evolve the stadium experience by storing ticket info and checking fans in on social media.

http://www.adweek.com/ 22

RFID wristbands can also be worn by athletes to give fans even more information on player movement, stats and action on the

field

23 Spartan Race RFID Example -http://www.spartan.com/

Wearable tech is breaking ground in sensory response with the “Alert Shirt,” which engages fans by giving them the emotional

and physical feel of the stadium, regardless of where they reside

24 Alert Shirt - http://wearableexperiments.com/alert-shirt/

•  E-Commerce / Mobile Payments

•  Parking Apps

•  Self-Serve Concessions

4

EFFICIENCY

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RFID wristbands can link to your credit card information, simplifying food, drink and merchandise purchases

NY Times. Disney Example - http://www.nytimes.com/2013/01/07/business/media/at-disney-parks-a-bracelet-meant-to-build-loyalty-and-sales.html?pagewanted=all&_r=0

Traveling to the stadium is easier than ever before with parking apps that let you purchase and guarantee parking in advance to

ensure that you always have the perfect tailgate spot

27 Parking Panda: http://www.parkingpanda.com

The 2014 MLB All-Star Game at Target Stadium in Minnesota was the first sporting event to feature self-serve beverages

http://www.cnbc.com/ 28

http://www.ipouritinc.com/

http://www.draftserv.com/

•  Clean Energy

•  Recycling

•  Transportation

5

SUSTAINABILITY

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Environmentally conscious fans, especially Gen Z, expect stadiums and teams to promote sustainable practices

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Source: Unilever Project Sunlights How Children Inspire Sustainable Behavior in Adults, August 2013; JWT Intelligence

Programs such as “NHL Green” encourage and help fans recycle after tailgating events and promote food recovery initiatives to redistribute prepared but unsold concessions to local shelters

http://www.nhl.com/green/report/ 31

http://summit.greensportsalliance.org/

http://www.nhl.com/ice/eventhome.htm?location=/nhlgreen

FIFA recently launched a number of on the ground environmental programs to help offset the carbon footprint left

by fans travelling to the World Cup from outside of Brazil

http://www.fifa.com/ 32

FIFA: http://www.fifa.com

START THE NEXT TREND WITH SME

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S M E I n c . O 2 1 2 . 9 2 4 . 5 7 0 0 F 6 4 6 . 4 3 9 . 9 0 7 1 w w w. s m e b r a n d i n g . co m Z a c h K e l ly , V P B r a n d S t r a t e g y Z ke l ly @ s m e b r a n d i n g . co m

What are you waiting for?

SOURCES Ad Week: http://www.adweek.com

APX Labs: http://www.aps-labs.com CNBC: http://www.cnbc.com Experience: http://www.expapp.com Fast Company: http://www.fastcompany.com FIFA: http://www.fifa.com Microsoft: http://news.xbox.com MLB: http://mlb.mlb.com NHL: http://www.nhl.com Parking Panda: http://www.parkingpanda.com Sporting Innovations: http://www.sportinginnovations.com Sporting News: http://www.sportingnews.com Tech Crunch: http://techcrunch.com TED: http://blog.ted.com Wearable Experiments: http://wearableexperiments.com NY Times: http://nytimes.com

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