We have talked in past articles about how clubs put fans pictures on everything from shirts to buses. Well, now you can get your little head on right on to the football pitch – during a huge game!
Juventus FC are offering fans the opportunity to have their faces shown on the pitch side advertising for the game against AC Milan this February.
Imagine your face on the side advertising as your favourite striker runs with the ball in your beloved stadium — in front of tens of thousands of supporters in person – and millions of viewers worldwide.
Yes, this campaign is pretty cool.
Let’s take a look at the details.
So, the prize is to have your photo on the side advertising.
To start the process you need to download the Juve app (smart marketing hack #1 – as is an opportunity to get more visibility for their app)
Once the app has been downloaded, you need to submit your photo and then get your friends to vote on that photo (smart marketing hack #2 – as drives further recognition of the campaign and the club).
This campaign is a clever use of what is available to the Juventus marketing team. With a certain portion of pitch-side advertising, they can be creative as they like. You will often see clubs advertising their own app or tickets to future games, but this fan engagement campaign is very clever and I hope it succeeds.
Keep an eye out on February 7th to see this campaign in action.
More than ever before, clubs need to have a global presence. Understanding and communicating with your international fans are a key to building your brand past your native country.
Barcelona is one club who has taken this into account. Here is one simple way in which they communicate with their fans from China to Chile.
As you can see its a simple image (and not necessarily a beautiful one) – but the thing to note is that they are trying to make it as easy as possible for fans to follow their matches.
I personally don’t like the design, and find it hard to read, but the idea is right. It follows the ‘Don’t make me think’ principle whereby global fans can just look at the time in their zone and see when they need to get to follow Barcelona’s feed.
It’s smart, it’s simple – let’s just hope they make it easier to read the image.
What are you doing to make the experience for your users/fans as simple as possible?
Celtic are close to my heart because of their close ties to Ireland, but also because of fantastic social marketing efforts like this.
On the 20th of December, 2014, the Scottish club offered the opportunity for anyone who was unemployed at Christmas to attend a game – free of charge.
This really shows that Celtic is behind the city, so much so that even a Rangers fan might appreciate this gesture :).
The initiative reflects our commitment to stay true to the founding principles of the club by helping those less fortunate and remain a Club open to all.
I am a big fan of social entrepreneurship and anything that gives back to the community, and this initiative is right up my alley.
Both the fans and Celtic win in this situation. The fans get a chance to experience the incredible atmosphere at the stadium, when they may not have had the extra funds to do so. At the same time, the club gives back and builds trust and respect in the city, and from a direct marketing and PR perspective, they get extra visibility for their club in national and international press. This specific piece was picked up by Sky Sports, Fox soccer, and many other media outlets.
We often see famous players making visits to children’s hospitals and this is another clever way in which a club can show appreciation to the city and it’s people.
The acts of kindness can become lifelong memories for people and hopeful inspiration for those who participate.
What socially responsible efforts have you seen from other sports teams that have impressed you?
Roma have a new American owner and the marketing smarts from Pallotta and his forward thinking approach are starting to show.
One of the initiatives that they have been pushing across social media and their website is the Roma bus – and the chance to have your face on the side of the vehicle.
This is a fun project that provides Roma with revenue and loyalty and gives fans an opportunity to be visible every time the Roma bus pulls into the stadium.
New York City FC recently launched the same initiative for their shirts, but this option was limited to season ticket holders only.
As a sports team, what can you give fans the opportunity to be a part of?
I am a Serie A fan, but definitely not a Juve fan. It’s nothing to do with the club per se, but more as a result of their dominance in the Italian league. I like to see different clubs competing for the Scudetto, and always having one team winning can become tiresome.
Nevertheless, I have been very impressed with their marketing, and today I want to highlight one aspect – which is how they provide unique opportunities for their fans.
In this tweet we see Brazilian Teodoro with exclusive access to the pitch and to a player. You can see from his face that this is an incredible moment.
Providing this unique opportunity shows that they care about their fans and is consistent with their dedication to providing experiences for what they call JMembers.
The MVP award that Buffon is receiving in the image above was also voted by the fans, as is done after every game, so not only does an individual fan have his dreams come true, but each of the Juve fans from around the world are part of that moment. Like New York City FC have recently done with their City Voice site, Juventus give the fans a chance to contribute to the club.
Take a look at the full experience here:
What can other clubs take away from this?
Look for opportunities with your club where you can turn the spotlight to your fans – often at no cost. Give your supporters the chance to be close to the club and it’s players and then promote these events when they take place.
In an effort to drive season ticket sales before their inaugural season in the MLS, Orlando SC have started a referral push.
I am a big believer in referrals and leveraging the community and advocates you already have following your product – so is good to see Orlando taking this approach. The likes of Uber, Airbnb, Seamless are new tech companies which have relied heavily on referral systems and looks to have worked well for them.
Their offer of 5% credit is not massive, but at the minimum for fans who are already recommending friends, it is an added bonus to get them to push their friends to sign on the dotted line for a season ticket.
There were 59 clicks on this twitter post as of Jan 20th [see https://bitly.com/1yGKICY+] from their 54k+ twitter followers, which shows some interest in this campaign, but this type of initiative may need to be sent out a number of times across multiple channels to make sure all season ticket holders know of, and are reminded of, the opportunity at hand.
What other referral programs at sports events have you seen?