delight 2012 | dan harbison of the portland trail blazers

CONNECTING THROUGH DIGITAL

BY: DAN HARBISONSENIOR DIRECTOR DIGTAL

MEDIA/MARKETING

DIGITAL ENTERTAINMENT

•LARGE DEPARTMENT AT TRAIL BLAZERS

•BROADCAST (TV & RADIO)

•GAME OPERATIONS

•VIDEO PRODUCTION

•IT/ENGINEERING

•DIGITAL

BLAZERMANIA IS BORN

BRAND/COMMUNITY SEPARATION

NEEDING TO RECONNECT

CONNECT WITH INNOVATION

•IAMATRAILBLAZERSFAN.COM (2006)

•ODEN VS DURANT MICROSITE (2007)

•FIRST TEAM ON TWITTER (2007)

•FIRST TO STREAM GAMES (2009)

•TRAILBLAZERS.TV (2010)

•RIP CITY UNITED (2010)

•BLOGGERS NETWORK (2010)

RABID FAN BASE"The city of Portland, that has one professional team, and they care about the Blazers -- I always call them the Soccer Moms lovingly. They are so over the top…Your (Mark Titus) feature had been up for four hours and there were 375 comments under the link. You have this rabid fanbase, all they do is dissect every possible thing that's happening with this team."

ENGAGE TO SELL

•CONTENT MARKETING

•SEASON LAUNCH

•WESLEY MATTHEWS

•DAMIAN LILLARD

#2 WESLEY MATTHEWS

#0 DAMIAN LILLARD

PLATFORMS•TRAILBLAZERS.COM

•TRAILBLAZERS.TV

•IAMATRAILBLAZERSFAN.COM

•BLOGGERS NETWORK

•SOCIAL PLATFORMS

NEW JERSEY UNVEIL

•NEW ALTERNATE RED UNIFORMS LAUNCH IN 2012

•CREATE BUZZ TO SELL JERSEYS

•CREATE BUZZ TO TIP-OFF SEASON

•CREATE BUZZ FOR OPENING NIGHT FOR FANS TO #WearRed

NEW JERSEY UNVEIL

(TEASE ON SOCIAL)

NEW JERSEY UNVEIL

(PRESENCE ON SITE)

NEW JERSEY UNVEIL

•Unveiled full jersey on October 1st

•Full photo gallery

•Full video package

•Clear calls to action to purchase

PRESALE

PRESALE

•PROMOTED THROUGH DIGITAL CHANNELS

•BOUGHT PROMOTED STORY ON FACEBOOK

•REACHED 50,000 FANS, 40K THROUGH PAID

•PREVIOUS POST 13,000

SOCIAL CONTENT

FUTURE(MOBILE)

•FACEBOOK (USERS 2X MORE LIKELY TO LOG-IN DAILY IF ON MOBILE)

•TWITTER (60% OF USAGE ON MOBILE)

•GAME DAY EXPERIENCE AT HOME OR ARENA RIPE FOR MOBILE ENGAGEMENT

•MAJOR HURDLE: CONNECTIVITY

FUTURE(MOBILE)

FUTURE(EXPANSION OF SOCIAL)

•SOCIAL TV

•EXTENSION OF BROADCASTING SELF

•CREATE COMMUNITY

•USE HASHTAG #RIPCITY

•ONE T

SOCIAL TV BROADCAST

SOCIAL TV BROADCAST

TICKET CONNECT

•VIRAL TICKETING CAMPAIGN

•SEEDED WITH EMPLOYEES AND SEASON TICKET HOLDERS

•$5/$10 TICKETS TO PRESEASON

•OVER $40,000 IN REVENUE

•OVER 4,000 TICKETS SOLD

FUTURE(EXPANSION OF SOCIAL)

•SOCIAL ARENA

•PERSONALIZATION

•PROXIMITY MARKETING

•CONNECTION OF FANS

•EXPRESSION OF FANS

QUESTIONS

•THIS IS THE TIME WHERE YOU ASK QUESTIONS ABOUT EVERYTHING I DIDN’T COVER.

@darbisondanliveshere.com