CELEBRATING ANNIVERSARIES, CHAMPIONSHIPS & COMMEMORATIVE EVENTS - 4FRONT
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CELEBRATING ANNIVERSARIES,
CHAMPIONSHIPS &
COMMEMORATIVE EVENTS
OUR TEAM
DAN MIGALA KATIE LaCROIX KATIE FOGLIA
Partner & Co-Founder Account Exec, Innovation Sr. Manager, Innovation
Dan@Team4FRONT.com KatieL@Team4FRONT.com Katie@Team4FRONT.com
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OUR MISSION
We Are Innovators And Gamechangers In Sports
And Entertainment That Aim To Breakthrough
By Doing Things That Have Never Been
Done Before...
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OUR HISTORY
2007 2010 2014 2016
Property Consulting PCG SportsDesk Denver Presence
Group (PCG) Formed. adds data & Established
Offered Sponsorship analytics
Sales & Innovation
2009 2012 2015 2018
Chicago Office SportsDesk Media PCG & SportsDesk 4FRONT
Established Dallas Office Opens Media Merge Rebrand
Longest-
running
partner
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ANALYTICS DIGITAL MEDIA
WHERE
Make client and prospect data Full digital media services:
insightful and actionable strategy, planning, buying and
optimization
WE EXCEL
INNOVATION PARTNERSHIPS
Strategic problem solving Integrated partnership sales
through creative, big ideas and business development
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OUR WORLD-CLASS PARTNERS 7
WE MAKE COOL SH!T HAPPEN 8
THE 4FRONT WAY
ALL–IN BE LIKE MIDGE 95/5 WE GOT FOMO
YOUR BACK
We don’t watch the clock. We don’t settle for We show up as who we are. We have teammates, not We believe in the power
”the way it’s always been.” employees. of ice cream trucks.
We move without the ball. We never show up as who
We see color where others see we are not. We don’t say no to need. We laugh out loud.
We are fans for life. black and white.
We celebrate our differences. We assume a positive intent. We do costumes and contests.
We name the bulls. We never stop learning.
We keep it honest We win (and lose) We spend time with friends
We blaze new trails in and out and kind. together. and call it work.
of the workplace.
9
THE MINDSET 10
TODAY’S OUTLINE
BE MAKE CHALLENGE CULTIVATE
CURIOUS CONNECTIONS YOURSELF IDEAS
11TODAY
Once in a Generation Experience
• World-Class Strategies
Building the Plan
Key Timelines
Generating Revenue
Fan Engagement
• Lessons Learned
Your plan:
• Extraordinary in the Ordinary
• Spoke in the wheel
• No one will ever believe you
12CUBS: 2016 WORLD
SERIES CHAMPIONS
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INTRODUCTION: W11 STRATEGY
In the lead up to the historic 2016 World Series of Baseball, 4FRONT was engaged by the
Chicago Cubs to devise a strategy that created unrivalled fan engagement, unique
partnership opportunities as well as a platform to maximize revenues back to the Club.
The strategy was underpinned by 11 key pillars.
W Community
W #FlyTheW photo opps
W School initiatives
W Retail
W Wrigtoberville
W Priceless experiences
W Watch parties
W #FlyTheW partner amplification
W Trophy tour
W Fans fly the W
W Fan journey to the ballpark
15KEYS TO IMPLEMENTING THE
STRATEGY
THINK LIKE A BRAND EVALUATE & IDENTIFY PARTNERS
• Endemic business driving
TO APPROACH
• Traditionally spend & activate partnerships
• Brand building opportunities
• Offer high reach amplification opportunities
• Ownable & extendable across • Extendable throughout season
channel
• Incremental revenue opportunities
• Earned media & story telling
CREATE WIN / WIN POSITION AS A LONG TERM STRATEGY
OPPORTUNITIES • Capitalize long term
• For the Chicago Cubs • Set up for the following season and beyond
• For our fans
• For our partners
• For our community
16A CONSTANT STATE OF
PREPAREDNESS
4FRONT & the Cubs created a strategy that could be
turned on within seconds of the winning run being
scored which allowed the club to engage with fans
who had waited 108 years for this moment.
The engaging social & digital plan;
• Integrated partners in an authentic way to own a
unique moment in time
• Gave fans a glimpse behind the scenes into the
celebrations
• Provided a platform for fans to interact & engage with
their heroes
• Continue engaging fans throughout the hours, days &
weeks post game to drive revenue opportunities
17CHICAGO CUBS:
A CHAMPIONSIP
APPROACH
1819
A CONSTANT STATE OF
PREPAREDNESS
4FRONT & the Cubs created a strategy that could be
turned on within seconds of the winning run being
scored which allowed the club to engage with fans
who had waited 108 years for this moment.
The engaging social & digital plan;
• Integrated partners in an authentic way to own a
unique moment in time
• Gave fans a glimpse behind the scenes into the
celebrations
• Provided a platform for fans to interact & engage with
their heroes
• Continue engaging fans throughout the hours, days &
weeks post game to drive revenue opportunities
20SOCIAL & DIGITAL: ACTIVATIONS
ENGAGE PAST LEGENDS BEHIND THE SCENES THANK FANS
PARTNER INTEGRATION VIRTUAL REALITY VIDEOS SNAPCHAT FILTERS
21TODAY IS OUR DAY
The Cubs engaged their creative agency to covertly film fan reactions for the ‘Today is our
Day’ video, releasing it immediately post the World Series win.
60% of the video was filmed before the final World Series game to allow for a quick
turnaround in the event of a Cubs win.
RESULTS The video was covered on The Today Show and earned over 11 million views
22TODAY IS OUR DAY: PARTNER
EXTENSIONS
NIKE - DIGITAL NIKE - CONTENT NIKE - OOH
SPORTSCENTRE AMERICAN AIRLINES CRATE&BARRELL
23PR & EARNED MEDIA
In collaboration with the Cubs media team, players appeared on various talk shows
in the days post win, giving fans a personal look at how the players were feeling
after their World Series win.
24COMMUNITY CELEBRATIONS
From the party in Wrigleyville as the final out
came through on the TV screens, 4FRONT and the
Cubs devised a series of engagement opportunity
to give fans the opportunity to bask in the Cubs
historic World Series win.
• Opportunities to hold the trophy
• Meet and interact with the players
• Leave personalized messages on and around
Wrigley Field with congratulatory messages
• Murals and art to commemorate the win
• Family days
• Championship parade with 5M in attendance
25CHICAGO CITY CELEBRATIONS
CITY MURALS TRAIN TAKEOVERS BUILDING LIGHTS
CITY FLAGPOLES BRANDED CITY INVENTORY CITY LANDMARKS
26CHICAGO CITY TRIBUTES
CHICAGO BEARS - JOINT CELEBRATIONS
CHICAGO BLACKHAWKS - JOINT CELEBRATIONS
27PR & EARNED MEDIA
Nike, Under Armour and Majestic were among the Cubs partners that benefited
from the unprecedented rush to get official Cubs championship swag.
Key merchandise lines were strategically placed in key locations & events,
including PR & earned media, staff, players & social media to give fans the
opportunity to see the latest gear.
Ads were then served via a targeted digital & social strategy to maximize revenue.
28PARTNER ACTIVATIONS
American Airlines became the presenting partner of the Cubs official
World Series parade.
To complement this, Cubs’ partners were given unique opportunities to plug in
and capitalize on this historic moment in time.
These include Toyota, Nike, Vienna Beef, Hefty, Budweiser,
Mastercard and many others.
29PAINT THE W Benjamin Moore, Official Paint partner of the Cubs, gave fans a way to paint their own Cubs ‘W’ flag, famously flown at Wrigley Field after every Cubs win, by making 20,000 #PaintTheW stencils and handing them out to fans throughout the City. 30
UBER & FANTATICS
Uber & Fanatics immediately jumped on the chance to deliver on-demand
Championship merchandise to fans through the Uber app.
They even changed the colors of the app & signage on cars to Cubs red & blue.
Cubs legends and former players joined in the activation and helped to deliver
merchandise to lucky fans.
31PARTNER SOCIAL EXTENSIONS
JACK DANIELS RED BULL GUINNESS
WEBER UNDER ARMOUR GATORADE
32SALES DRIVERS
BINNY’S PEPSI
MARIO’S GIORDANO’S
33DESIGNING A
WORLD-CLASS STRATEGY
3410 TAKEAWAYS 1. Begin with Key Questions 2. Create a Celebration Team 3. Define the Timeline 4. Go All-in on Incorporating Anniversary Number 5. Allow Fans to Participate 6. Transform Traditions 7. Create a Digital Inventory 8. Identify Opportunities to Generate Revenue 9. Create a Strategy for Fan Engagement Across Key Touchpoints 10.Be Different & BE BIGGER! 35
OVERVIEW Not everyone will win a championship, but everyone can celebrate & honor milestones/ moments in time Every brand & property has a unique fanbase & therefore an ownable opportunity Anniversary campaigns are integral, yet infrequent, opportunities to fully and explicitly pay homage to the people and moments who have shaped the history and built the fan community Bigger than just a game or season, these campaigns heighten fan connections, create unprecedented meaning and excitement and generate incremental revenue 36
THE OPPORTUNITY
Take fans on a journey – past, present &
future – through the highlights, traditions,
developments & people that culminated in
the history to this moment in time.
Help pass down the love to future
generations, & foster connections +
bridge gaps between generations & eras.
Give rights holders access to new sponsorship
inventory & create opportunities for
impressions & engagement.
Create a narrative of &
commitment to the next ___ years.
37BUILDING
THE PLAN
38DISCOVER & DEFINE
• Who are the players, coaches and other stakeholder who helped shape
the unique history?
• What are the unique and iconic moments, traditions and
developments?
• When do we start/ end the celebration?
• Where do you want to go from here?
• Why are we celebrating this moment?
39CREATE THE TEAM Leagues Organize a committee or board, or in some cases and entirely separate organization Individual Teams Department Heads and / or one dedicated Leader Small team with dedicated percentage of time for anniversary planning Other Considerations Ambassadors -- engage alumni and historically-involved individuals to offer expertise and clout Hiring – some tasks may be better suited for interns or contract workers, such as writing or digital archiving Internal buy-in – everyone in the organization will have a part in the execution, so make them feel like a part of it Give gifts with logo on everyone’s desk for an internal launch Potential to involve fans, alumni, etc. in a committee 40
DEFINE THE TIMELINE
Anniversary Campaign Planning
(Start 2-3 1 year During 1 year
Early!!) years before after and
before beyond
Anniversary Execution – Possible Major
Moments*
Anniversary Special Specific Culminatin
Launch Celebratory Anniversary g Event
Event Date
41KEY MARKETING CONSIDERATIONS Burn the celebration into people’s minds. Think of all the possible ways to incorporate the anniversary number and / or year, both internally and externally Allow fans to participate. Build new fans for the future, instead of just engaging current fans Transform traditions. Create a digital inventory of photos and videos ready to use throughout the year 42
BRANDING Title Create a primary title that tells fans the What and When being honored. Official Hashtag to complement the title. Logo(s) Design Inspirations & Elements: • Vintage, blend of past, present and future • City & fan community • Anniversary colors e.g. 50 is gold • Number and / or Years • Description of Celebration e.g. “Championship Season” • Could have more than one logo building in these elements Other Key Considerations It’s critical to design the logo for use on an array of platforms – social & digital, printed materials, merchandise, etc. Quickly generate significant visual impressions so fans immediately become familiar with the branding 43
EXAMPLES 44
GENERATING
REVENUE
45PARTNER Potential New Inventory: • Presenting sponsorship of special anniversary programs • Jewel events • Theme nights • Limited edition promotional products • Limited edition merchandise and IP at retail • Presenting sponsor of entire anniversary campaign • News & Media outlets – endemic opportunities i.e. greatest moments, special edition newspapers • Website or micro-sites • Social graphics and promotions • Mobile app • Printed materials e.g. history books Additional Opportunities for Engagement • Hospitality involving special anniversary opportunities, such as special celebration events, Meet & Greets with legends, etc. • Collaborate with local brands to celebrate the property’s cultural presence in the community throughout the years – clothing brands, restaurants, community organizations, etc. • Promote programs and sponsors in-arena during games, in broadcasts, on digital & social 46
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TICKET SALES Ticket Packages • Every game during the season • Anniversary / Legends Nights Series Package • Inclusion of “limited availability” admission to Marquee Events • Ancillary events Create Incentives with Select Theme Nights & Promotional Items • Reunion Nights • Select Classics or Retro Nights • “10-Year Tuesdays” • Pre-Game or In-Game Ceremonies Season Ticket Holders • Special ticket packages • Anniversary gifts • Recognize STH’s that have been involved from the beginning • Discount tickets to Special Celebrations 48
MERCHANDISE • Special anniversary & limited edition apparel collections • Official uniforms with anniversary logo patch • Memorabilia & collectibles • Ability to purchase through multiple channels, such as team store, through partner promotions, • at partner retail 49
MARQUEE/ ANCILLARY EVENTS
• Engage fans in regional towns or at historic venues
• Special celebration events & galas to honor legends
• Matches in non-traditional venues, cities
• Matches in classic venues – “return games”
• Alumni Games
• Classic matchups i.e. play against the same team
as founding match
Spotlight: Launch Events
• Signifies a defined start and sets the stage for the
upcoming celebrations
• Opportunity to host key stakeholders, such as
partners, season ticket holders, etc. and make
them feel involved
• Generate earned media via social and PR
50FAN ENGAGEMENT 51
IN & AT VENUE Season-Long • Anniversary Logos & Colors • Center court • Indoor / Outdoor static signage • LEDs • Commemorative physical spaces to create a museum- like walk-through experience (murals, timelines, displays) • Fan engagement activations & photo opportunities Permanent • Unveiling of new monuments, indoor / outdoor exhibits • Customized bricks (opportunity to sell to STHs, fans) • Example: Montreal Canadiens Centennial Plaza 52
IN- GAME ACTIVATION •Concessions items priced like the anniversary year •Concessions from through the years “___ Years of Flavor” •Team wears throwback uniforms •In-game entertainment mirrors what fans experienced during that season •Pre-game / in-game ceremonies honoring legends, alumni • Alumni autograph sessions •Branded equipment & gear •Historic highlights and other video content •Limited edition merchandise for sale •Birthday-like celebrations – massive birthday cake •Production •Vintage airplane flyovers •Announcements / celebrations during breaks in play •Recognize original season ticket holders •Fans ability to participate with special shirts, party hats, etc. 53
DIGITAL • Website & Micro-Sites • Interactive timelines • Video & photo galleries – digitize old photos • “This Date in History” / Top Memories • Micro-site for fans to participate by submitting their own photos and stories, voting programs Content • Anniversary launch / intro hype video • “This is our story” of the last XX years • Example: Liverpool FC 125 Years in 125 Seconds • Alumni stories • Short films & documentaries • Podcasts with alumni, long-time fans, etc. 54
SOCIAL Tactics: • Change social channel header photos and profile photos • Create an official Anniversary hashtag to be used in majority of posts, even if not directly related to Anniversary • Encourage players, coaches and other key staff to use hashtag Engagement: • Create physical activations in-game, at-venue and in the community that encourage fans to use social • Support partners with sponsored posts, promotions and sweepstakes; promoted with both property and partner channels • Allow fans to participate by creating CTAs to share photos and stories, participate in anniversary programs / fan voting 55
IN THE COMMUNITY • Integrate local culture • Restaurants – “Taste of 25” • Art – collaborate with local artists to bring fun and interactive festivities into the community • Displays / statues in iconic locations and high- traffic areas • Authentic historic venue elements displayed throughout city e.g. seats from Wrigley Field were displayed on Chicago’s downtown Michigan avenue and auctioned off for charity • Exhibits at state buildings, museums & other public buildings • Charity programs • 100 Gifts of Service year-long • Opportunity for earned media by giving fans CTA to post to social when they see activations in the community 56
COMMUNITY: YOUTH • Opportunity to support youth teams, develop new fans and players and invest in charitable initiatives: • Exhibits in public museums and libraries • Special school educational programs & appearances • Youth sport grants • Restore or build community recreational facilities 57
COMMUNITY: MOBILE TOURS • Ability to bring celebrations and activities to fans who may not be able to attend a game and /or live in more distant communities. Visit schools, hospitals, etc. 58
THANK YOU! Team4FRONT.com
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