Any sports marketer knows that there are many types of fans to reach, not just one. Some fans love statistics and starting lineups. Some love the dancers and the t-shirt toss. At the Digiday Content Marketing Summit last month, Jason Wiley, vp of integrated marketing and content for the Philadelphia 76ers, spoke about the role of tailored content in getting both audiences to the arena.
“What we are looking at is how to get both of them to the arena to become paying customers,” said Wiley. A 76ers game is an entertainment destination for everyone, not just devoted basketball fans, he said. And social media plays a role in how the 76ers distribute content.
Listen to Wiley’s session above. Then learn how another brand with a devoted fan base took the chance on content: Doug Busk, global group director of digital communications and social media at Coca-Cola, described how the legacy brand measures engagement on the website “Journey,” its brand storytelling arm.
To hear more about media is changing straight from the people making it happen, subscribe to Digiday Live on iTunes or Stitcher.
More in Marketing
Future of Marketing Briefing: Accenture’s Whalar bet: own the room when creator marketing gets complicated
The Whalar deal is Accenture running the same play it ran on programmatic — only this time it got there earlier.
How DUDE Wipes turned to unconventional sponsorships after sports inventory prices surged
As sports sponsorship costs rise, brands like DUDE Wipes are turning to emerging leagues and unconventional placements.
Agency AI pitches are starting to face harder questions
As agencies race to sell proprietary AI the future of marketing, 3C Ventures argues advertisers need more proof.