5-Engagement Ecosystem

“The fans own this team, and when you loose sight of that you’re in trouble.” Derrick Daye, Online Marketing Analyst, Utah Jazz | Customer Relationship Management, June 2008

“One of the challenges in professional sports is that there’s an offseason. There’s one magical day where there are no more tickets to sell and everything gets quiet. With social media, the conversation … continues around the brand, year-round … Now more than ever, the fan wants to be involved.“ Derrick Daye, Online Marketing Analyst, Utah Jazz | Customer Relationship Management, June 2008

“We have created … [for the] Utah Jazz … a fan portal called Jazzbots.com … built and co-branded with [partners]: Yahoo, MyBlogLog, and Flickr. We [created] two new revenue streams: 1) through advertising on the blog; 2) through advertising on MyLifeBrand. We also sell sponsorships of an interactive widget that … delivers real-time news about the Jazz [to our members]. Derrick Daye, Online Marketing Analyst, Utah Jazz | Customer Relationship Management, June 2008

“No one else has the capability of doing what MyLifeBrand does … a social networking platform that … aggregates all other social networking sites [that our fans use]. If one of our fans has a MySpace page with 100 friends, has a Facebook account with 200 friends, and may even a Match.com account, they can easily and free of charge sign up to be a part of the Jazz community, [importing], all of their friends from all of their social sites … they can manage their online life from our special Jazz-branded community.” Derrick Daye, Online Marketing Analyst, Utah Jazz | Customer Relationship Management, June 2008

“Another thing that comes with MyLifeBrand … a revenue share … [where] advertising is served in MyLifeBrand and [the] revenue split with the community.” Derrick Daye, Online Marketing Analyst, Utah Jazz | Customer Relationship Management, June 2008

“We see our reach using social media … for everything we do online. Right now, fans can submit videos … [that] express loyalty to the team. We’re holding video contests … [and] building offline, real-world events. Derrick Daye, Online Marketing Analyst, Utah Jazz | Customer Relationship Management, June 2008

“The trend is call branded entertainment or branded content, and it is intended to embed a product in the plot of [a TV] show, hoping to making it more more memorable that it would be if it merely made a brief appearance in a scene.”  Stuart Elliot, editor of Advertising, New York Times

“Branded entertainment brings the experience of the brand to the viewer, to the consumer, and does not rely on just a commercial. Putting something on TV is easy. Putting something on TV that’s effective and engaging and builds awareness - that’s the key.”  Mitch Sheiner, VP, Associate Media Director, Dos Equis media agency (Starcom)

“We like being able to be developers of the content, versus being a sponsor of show or just running a 30-second commercial.” Joe Tuza, VP, Marketing, Meow Mix (Del Monte Foods)

“As we explore branded content, the most important issue is  to determine how you get your points across without hitting viewers on the head with the brand.”  Kheri Holland Tillman, VP, Marketing, Dos Equis and Amstel Light, Heineken USA