Tag Archives: Video

Dodgers Dodged A Great Original Content Opportunity To Engage Fans

How exciting was it when the Dodgers were so hot at the end of the season to head into the MLB Post Season? For many in Los Angeles, just the thought that they will actually be able to watch the games on their television was enough to bring joy. Unfortunately, too many fans were unable to participate in the age-old ritual of being able to watch nearly any game on television because they didn’t have Time Warner Cable. For those who have sports superstitions (like I do), could it be too easy to blame the collapse on the very fact that many who couldn’t watch games when the Dodgers were playing lights-out could suddenly view every moment and, therefore, break the sports-win continuum? Naah! You can’t blame it on that. But the frustration the team felt with their post-season performance and the fans felt in not being able to watch as many games could possibly have been lessened if the Dodgers (and MLB) didn’t miss a golden opportunity to engage fans with original content production off the field.

The blown opportunity – like the blown mid-inning pitching and saves on the field – can be found in what the Dodgers didn’t do as much as what they did do. Granted, Clayton Kershaw had a mind-blowing year – leading to unending national coverage – and Yasiel Puig could fill crazy amounts of columns and blogs with those who love him and those who hate him, but what about the other players?  What about the opportunities to reach those who don’t care as much about the game, but the nuances and personalities of the players?

Looking at a key component of Olympic coverage provides a model for how the Dodgers can be even more compelling and attractive to fans. Every four years, people around the world start cheering for sports that they might have not cared about in the preceding three years and 50 weeks. They might be cheering for their countries, but lately, they’ve become more invested in the individual athletes due to the featurettes and clip packages conveying their journey.  Without being able to watch the Dodger players and hear the legendary Vin Scully talk about them during the games on TV, the Dodger fans (existing and potential) have very little opportunity to be “up close” and derive a more intimate interest and fandom.

The Dodgers (and by Dodgers, I may mean MLB as I believe MLB manages much of what the individual teams do) do a decent job of capturing the experience for fans and players with the Cut4 series of videos on their site, but the vast majority seem to be little more than PR pieces – as opposed to warm embraces between the players and the fans. it’s all too much on the surface.

Dodgers

Don’t get me wrong.  I don’t believe that a team needs to post videos depicting the harrowing sequence of events Yasiel Puig endured to get from his hometown to Chavez Ravine. There’s a lot of great stories in the clubhouse about how the players got to this place in their careers. All of this leads to deeper engagement with the core fans as well as inviting more into the fold – both physically and digitally.

Much like a motion picture based on a comic book needs to engage people beyond the hard core fans, so too do the Dodgers and all other sports teams. For every Kershaw, Puig and other established players like Andre Ethier, Josh Beckett or Carl Crawford, there’s a Paco Rodriguez, Drew Butera or Joc Pederson with a story that’s ripe for original content to engage and broaden the fan base.

TV Ads Score Supreme During A World Cup Of Fewer Ads

It is easy to get caught up in the fervor of the World Cup as hundreds of millions root for teams from around the globe. Many of those viewers may be seeing ad styles that they’re not used to seeing if they are not already watchers of Soccer/Futbol – with no breaks other than half-time. With that being said, it’s interesting to see the quality of the futbol-themed ads and the alternative viewing data that’s revealing itself in this first week of competition. Tubefilter reports that 1.2 Billion minutes of World Cup adverts have been watched on YouTube alone in the first week. What was refreshing beyond the numbers was the opportunity to see some great spots in a language I don’t fully understand when watching games on Univision – where the advertisers have really score in producing strong ads with emotional strings that defy language.

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While there are many good spots that capture the great skill of the sport in a technical sense as a solid celebration of the game, the strongest visceral response I had was to McDonald’s “House Divided” spot in Spanish.  Honestly, I even had a little letdown when I saw it in English as it changed the resonance somewhat.

What does seem to be the case is that the general public gets an opportunity to see ad creative surrounding the Beautiful Game that they otherwise might not get a chance to see.  In the case of McDonald’s, they’ve gone to an agency they’ve had strong history with from an emotional perspective tied to futbol the Alma agency based in Miami.  Alma created another futbol-based winner for the golden arches in February of ’13 with their Ancha spot.

World events like this have that great by-product – love ’em or hate ’em – of TV ads that can truly connect emotionally.  Even with the limited opportunities for running within the matches themselves, their strength and emotion reign supreme during this Beautiful Tournament for the Beautiful Game..

Aside

The growth and breadth of items showcased annually at CES has led to the attendance of more than sellers of electronics – it’s caused an ever-growing onslaught of entertainment marketing folks to jet over to Vegas. Wayne Friedman of MediaPost … Continue reading

Best Annual Map Of The Web! Now, Just Find The Time…

While we all wish we could just troll the web to check out the coolest sites, the most exhilarating use of technology, or the most elegant online animation, there just aren’t enough hours in the day. Even with those hours, it would be hard to find what is really cool and not just what has the most money going toward promotion of those online elements. So, there still aren’t enough hours in the day, but we’ve come to the time where everyone has a guide – The Webby Award Nominees… Again, it will take a very long time to get through everything, but at least there’s the semblance of a map of the web and some of this past year’s strongest offerings.

CenturyMOMA

The site itself could possibly put itself up for an award. With smooth movement and simple voting mechanisms, it’s easy – though I sometimes wish it had a more elegant solution to jump in and out of details, live sites, voting and more.

As we’re constantly working to output product ourselves, there never is enough of a chance to see what else what’s out there – especially in other verticals. Without a set determination or rule of who gets to develop better experiences on the web – remember back in the day when Auto sites and porn subscriptions were at the vanguard of web development – you’re losing ground if you’re only checking out what your competitors have published. Events/sites like the Webbys remove any excuses for that research.

Remember, these are awards, so electioneering definitely plays a part.  Some offerings may not be there while others with deeper pockets and promotions teams are.  But, for the most part, everything that we’ve seen major buzz for throughout the year is in there to provide credence to these being the best of the year.

There used to be less categories for easier reviewing – but just like the web, there’s so many permutations of content that call for more categories. If you were to consider all of the entries in every category and vote on them, I imagine you would derive a lot of pride and deeper understanding of what’s out there.  I’ll just be happy if I can get through half of it.

What excites me the most are sites that convey its purpose – marketing, news, commerce – in an elegant way. For me, that means I check out the Arts and Entertainment categories first. And with that, I fell in love with MOMA’s site on the Century of the Child. I really feel that the way users can move from one part to another fluidly is the way everything should be moving, and the content is extremely fun regardless of interface.

The showcase of products by category also illuminates how some things stay similar to how they’ve always been (check the two Disney films with almost identical navigation to what is usually seen for Disney titles and the beautiful BEASTS OF THE SOUTHERN WILD site that has long downloads for beautiful pictures but very little content.) The cool thing is finding the specific nuances that tweak typical offerings in just the right way.

Ultimately, the voting part takes away from what I like the most about the annual announcement of the nominees – the exploration.  Spending time to figure out what is best when there are so many differences even within same category nominees seems to diminish what we can truly get out of this. There is just so much to see in sites, advertising, video and more.

With that being said, I’m stopping this entry that went longer than I hoped for so that I can jump back to my map of the web and continue exploring – there’s not much time…

Have The Dodgers Found Their Magic Sports Marketing Mix?

There may be no other entertainment property that can match Sports’ ability to trade on both nostalgia and hope.  Politicians may hope that they can – perhaps they have to work a lot harder to convince their fans that, however bad they were the year before, there is a chance they might become better. For that reason, it is impressive when a team’s sports marketing shines above the rest. They may be talking about different marketing angles at theSports Marketing Association Conference in October, but the true magic comes from the mix of talent and entertainment – which the Los Angeles Dodgers now have in spades.

Koufax

There’s a 24/7 machine of sports information across radio-waves and numerous cable or network channels. Home cinemas bringing viewers closer to the action than they could by spending more than their plasma screens cost in the first place. Yet some franchises are able to fill their stadiums or arenas time and time again.

The Dodgers have historically brought league leading numbers (or close) to the park until they ran into an issue caused by their previous ownership – apathy. That fan apathy plus the availability of games on TV led many fans to stay away or not even pay attention. It was something that was unheard of for a perennially solid team with a rabid fan base. Other teams (like the Marlins) might have won more championships recently, but their fans were getting burned by the ups and downs that lesser franchises find in the balance between owners making money and fielding winners. But, the Dodgers (thankfully) got out of a bad situation by being sold to a collective of people who seemed to care more about winning and fielding a solid team for the fans.  The fact that the face of the ownership is local legend, Magic Johnson.

The team struggled in the first year under the new ownership and I think I might be representative of the general public when I only attended one game after attending a lot more per season prior to the bad owner’s “regime.”  I was thinking this year that it might take a few years before I go as many times as I used to.

That thought change immediately directly before the Opening Day game on Monday. This change was because of something the team did to draw upon that mix of nostalgia and hope – again,  as only sports teams are able to. They leveraged both to drive excitement about the possibilities in an opening video that saw the ball passed from local sports heroes to entertainers and finally to Magic Johnson.  Not satisfied in having Magic throw the first pitch, they threw some drama by having the Dodger manager call for a pitching change – to one of the best pitchers in baseball history, Sandy Koufax. It was well written and perfect genius.

The excitement it generated fed into the belief that everything can happen – and that is sure to fill the seats and get more people to tune in.  It didn’t hurt that the team beat their rivals on that opening day game.  It will be interesting to see how the Dodgers repackage and build upon that video footage through the course of the year.  If done right, fans can remain excited without regard for the fact that the team proceeded to lose the next two games to the Giants. The beauty of sports is that there is always a point that we can look forward to next year.  Hopefully the Dodgers don’t drop the ball on the field or in their media plan and allow for any gains to be lost.