When a major sporting event occurs, major brands are looking for effective ways to capitalize on them. Unfortunately, there are far too many that are overlooking the potential of micro-moments. By taking advantage of these micro-moments, it is possible to enhance the fan experience and to monetize fan engagement. 

Keep reading to learn more about micro-moments and how you can use them to increase fan engagement during any sporting event. 

Micro-Moments and Fan Engagement

In sporting events, having a single screen is no longer enough. Most fans are turning to a second screen, which presents multiple micro-moments for brands throughout the course of any major sporting event. Today, the preferred second screen for fans is their smartphone. 

Most sports enthusiasts will turn to social media to share their thoughts or see what others have to say about the “big game.” This is an opportunity for big brands to engage in a new way. 

Marketing These Micro-Moments on a Fan’s Second Screen

While building fan engagement and improving the overall fan experience is essential to any effort made on a second screen, micro-moments also provide the opportunity to create a new sense of brand awareness. By taking advantage of this second screen, a company can engage all new consumers and fans with smart platforms that encourage those interested in speaking up or taking action. 

For example, consider the benefit of promoting your startup company to fans within a certain distance to the Super Bowl or World Series. Fans who are logging into their second screen and starting to engage with these events are already interested in what you offer and ready to jump into new brands that offer unique and exciting products. 

Unique Deals and Quality Pricing 

When you support micro-moments, it will provide stadiums, clubs, and sports brands with the opportunity to capitalize on an audience that is already primed to buy. This is done by offering special offers exclusive to the specific event or time and dynamic pricing offers. 

The Benefit of Second-Screen Marketing 

With second-screen marketing and taking advantage of micro-moments, you have a crucial bridge between stadiums, clubs, national teams, sports brands, and the fans supporting them. When it comes to football fans themselves, when they are at a fever pitch (like during the Super Bowl or competitive matchup), these micro-moments are going to show themselves and give your brand the chance to take advantage of this fan engagement. 

As you can see, there are more opportunities than you may think when it comes to engaging fans. With micro-moments, you can engage fans and find new opportunities to sell whatever it is your brand offers. Now is the time to try this and see how it can work for you. In the long run, this will provide you with the desired results and ensure you get the engagement you are looking for, regardless of what sport you are thinking about marketing. 

While the term gamification wasn’t uttered before 2002, the concept has been around and in use for much longer. Rewards have been used to foster customer loyalty for over a hundred years. We now know that good marketing content is not just about looking; it’s about experiencing. Using gamification allows you to connect, communicate and engage with fans. Let’s learn about the history of gamification, why, and how it works to your advantage.

History of Gamification

EdTech Magazine posits that the concept was in use in 1896 when marketers sold stamps to retailers who used them to reward customer loyalty. Fast forward to 1980, when Thomas Malone published a work introducing the idea that computer games provided learners intrinsic motivation to increase their intelligence. Companies really began to utilize the concept of loyalty rewards in the 1980s, finding unprecedented results.

Nick Pelling, British computer programmer and inventor, coined the term gamification in 2002. It became a mainstream concept when added to Gartner’s “Hype Cycle” list in 2011. Now you can see examples of gamification being used to change behavior in a multitude of contexts such as education, crowdsourcing, employee satisfaction, healthcare, and most importantly, marketing.

What is Gamification?

Gamification expert and author of “Actionable Gamification,” Yu-Kai Chou, defines the term as “the craft of deriving all the fun and addicting elements found in games and applying them to real-world or productive activities.” By making advertising fun, users are allowed to experience several of their natural human desires: learning, socializing, mastery, achievement, and status.

Why People Love Games

Dopamine is the neurochemical commonly associated with happiness, and it plays a vital role in human motivation. The chemical provides an addictive feel-good response that drives pursuance of more fun. Research has also indicated that dopamine response is increased when part of a game’s result is left up to chance. Dopamine also enhances memory encoding and recall, which is very useful when games are used in education and marketing.

How It Works For You

Interactive content is more successful than static content. More engagement means visitors are less likely to scroll past what they’re seeing. Gamification allows for interaction with the added benefit of motivation for the visitor to achieve status and rewards, which can be as simple as a sense of accomplishment. As visitors become motivated to complete tasks and achieve rewards, they become customers. The more time visitors spend interacting with your content, the more you learn about them, allowing for personalization.  Fanisko employs augmented reality, gamification, fan engagement analytics, and artificial intelligence to transform the way you connect with your fans. Know your audience, build connections, enhance your brand, drive sales and increase brand loyalty with Fanisko.