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Diehard FanCase Study
forMarketing United
1
Robert BrownSr. Manager, Interactive MarketingApril 20th, 2016
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Cool App That Supports A Big College Program
ORMarketing Platform
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Context
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Content Marketing
Mobile First
OmniChannel
Mktng Automation
Big Data
Internet of Things
Social Media Mktng
2016 Industry Trends
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Digital vs. ‘Real Life’
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Brand Articulation
What is our responsibility to
embody ‘Innovation that
excites’?
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Background
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College Football Heritage
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Textbook Activation
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Nissan College 100
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‘Widest Reaching College Sports Sponsorship in History’
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Activation Challenge
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Onsite Roll Out
Powerful ON and NEAR campus Activation
Mechanism…
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Activation Gap
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Hyper Local vs Affinity
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Whistling Past the App Graveyard?
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Confluence of Consumer Behavior/Insight, Their Passion
Points, and Your Brand
Acceptable (Necessary!) Risk
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Sizzle, Sizzle
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Engagement: Anytime, Everywhere
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Results
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Reach and Mindshare
Source: Flurry
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Periodically, #1 Free Sports App
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Brand Attribution
AidedUnaided
68%
Source: Curious Brand Study March 2016
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Sentiment
Source: Curious Brand Study March 2016
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Recommendation
Source: Curious Brand Study March 2016
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How
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Visibility
WEB PAGE OPTIMIZATION (SEO)Maximizing web search discoverability
APP STORE OPTIMIZATION (ASO)Maximizing app store discoverability
+ =
Keys to Success
+
Promotion
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Search Results
Web SearchApp Store Search
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What’s Next?
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Don’t Do an
App
Identify the Confluence of
Consumer Behavior, Their Passion
Points, and Your Brand
Recommendations
Commitment to Flawless Execution
Make it findable/
Accountable
68% UnaidedAwareness
Get Credit
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Final Recommendation
All else being equal, use your boss’s alma mater in your comps-
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It’s About Brand Stories…
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Questions?36
