How to Improve Fan Engagement During Sporting Event Micro-Moments

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. 

Why Gamification Works

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.

Is AI “Creepy?”

Look, some people just don’t like the idea of artificial intelligence.

To them, it’s the kind of thing that spooky science fiction is made of. They don’t want to hear about the ever-increasing capabilities of computers and robots. They like to believe that people will always be in the driver’s seat, and that robotics is just a fad.

Seriously – in our view, you don’t have to be afraid of artificial intelligence. It’s just a set of capabilities, backed by digital technology. There’s no sinister face behind it.

AI and Big Brother

First, the idea that artificial intelligence is the same as centralized surveillance is kind of a myth.

If a computer is trying to figure out what you like with algorithms, that’s not the same as big brother spying on you. It’s guesswork based on technicality. It doesn’t compromise your identity or make you less of a person, or something like that.

Instead, AI brings efficiencies that help us to do more. That’s really what all of this is about. When we talk about augmented reality and gamification, we’re talking about helping your brand to succeed in a fan environment. Gamification requires some kinds of input. It’s not done to oppress somebody. It’s done to help them to have fun or get matched up with services that they want.

Sports is an excellent example of how technology can help us instead of making us feel funny. Yes, some sports fans are kind of reactive to cutting-edge technology. That’s fine, but there are really positive things to be gained from learning a little more about the tech world. Other sports fans are really into the kinds of tools that their apps offer them.

To that end, to know more about how all of this works, you can download our Digital Sponsorship Activity in Sports white paper to get a lot of information about what we have found to be effective in the sports advertising world. You can read case studies that show you in detail how some companies have made all of the stuff their own, and why it doesn’t constitute creepy activity, but is just a regular part of business, albeit one with a lot of positive potential.

Computers are not going to become our overlords – at least, not anytime soon. It’s okay to relax a little bit about technology. It’s okay to learn a little bit more and put that to work to enhance what you do as a human person.

For more on modern advertising, talk to us at Fanisko. We speak this language!

Know Your Fans with AI

Every business wants a way to really accurately measure customer engagement. This kind of business intelligence is worth its weight in gold as you try to chart a course for a business. We make it our business to help support yours! If you have sports branding or similar campaigns in mind, take a moment to check out how we can outfit your firm with what it needs to succeed.

You might not know it, but there are powerful types of tools out there for this type of project. Our AI visual dashboard design helps to pinpoint fan behavior, and helps business leaders to see how their branding campaigns are being received out there in the Internet universe. That’s helpful to a very great extent in planning for the future.

Our Visual Dashboard Approach

With our visual dashboard design, it’s easy to see how the numbers of activations and active users translate into real engagement on the platform.

You want to know which of your projects are generating the most interest, and how people are using your services.

When you get all of this information in easily digestible charts and graphs, you’re able to make decisions on the fly and put together longer-term reports to help people make decisions together.

AR and Gamification

Because we offer augmented reality and gamification tools for your audiences, we know how important visual processing is. That knowledge base goes into how we design these systems for business use. It also goes into our customer service model as we anticipate some of the biggest pain points our customers will have in achieving what they want to achieve in branding and visibility, as well as engagement and conversion.

Additional Tracking

In addition to looking at your number of active users, which is a benchmark of your business’s engagement health, you can also look at individual challenges. You can see when challenges are undertaken, and when they are completed. You can see which are the most popular with your users.

Analyzing fan audiences is one of the best ways to move your business forward over time, and we have the support resources that you need to build your business plans on solid ground. Take a look at the website for more on how we serve businesses embarking on fan branding campaigns and the audiences that rely on them for infotainment and digital venues. You’ll see the principles of our design on display, and get a first-hand view of how all of this works. Contact us with any questions!

Not Just a Gimmick

When people tend to think of gamification and augmented reality, they tend to think about it in one of two ways.

One big section of people will see those words and just say “what the heck are those? I don’t know anything about that.”

Some of the more tech-savvy people will look at the words and say “oh yeah, that’s just some kind of dressing up for websites and mobile apps, where you add a couple of cute pictures and icons to try to draw people in…”

The Real AR Trend

We think about it in a very different way. At Fanisko, where we help companies to engage a fan base, we know that there’s a whole other dimension to AR and gamification that is really effective, that isn’t just a gimmick or a type of little distraction. In fact, we would argue that the reaction to some of these visual designs is pretty reactionary and comes from a place of 20th-century nostalgia.

To put it another way, suppose your dad came down to breakfast and saw that your phone sported a picture of you with your favorite team’s logo on your cheek, and confetti raining down from the digital sky.

You’re likely to get some kind of snort or humbug, because it kind of offends his sensibilities in contrasting the digital world with the physical world that the last generations grew up with every day.

But we’re in a new world now, and a lot of these new technologies are very effective when you use them correctly. We explain to our customers how audience segmentation and AR implementations work. Then they understand that although some Luddites might not be attracted to this type of platform, a new emerging generation really does want to engage through these types of interfaces.

In a very simple key way, it is all about the interface. We explain this to clients in depth as we put together custom projects. It’s all in how people interface with technology. When your company spends more time thinking about this and building a customized plan, you see results. You see improvements in conversion and profit. You see influencers who are more enthusiastic about your company and its products and services. Take a look at the website to understand more about how this type of campaign optimization works. You can learn about digital sponsorship activation, peruse case studies, and check out our informational blog to stay informed about how modern marketing works – because it does!