Connect with execs from Axios, The New York Times, Paramount and more.
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
D+ Research: Marketers hesitate to adopt AI for influencer and CTV marketing
Advertisers embrace AI for social media and retail media marketing, but are slower to adopt AI for influencer and CTV marketing.
OpenAI set to expand ads to France, Germany and Ireland
The ads solutions vacancies in those markets signify that OpenAI will have achieved a presence in every major global advertising region within less than a year.
How Bandit Running is expanding internationally while staying hyperlocal
Bandit’s focus on core running communities has helped it grow enough to start expanding outward.