How the Philadelphia 76ers create content for every type of fan
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
Why the New York Times is forging connections with gamers as it diversifies its audience
The New York Times is not becoming a gaming company. But as it continues to diversify its editorial offerings for the digital era, the Times has embraced puzzle gamers as one of its core captive audiences, and it is taking ample advantage of its advantageous positioning in the space in 2024.
Why B2B marketers are advertising more like consumer brands to break through a crowded marketplace
Today’s marketing landscape is more fragmented than ever. Like consumer brands, business brands are looking to stand out in a crowded and competitive marketplace, making marketing tactics like streaming ads, influencers and humorous spots more appealing.
As draft puts WNBA in spotlight, the NBA is speeding up ballplayers’ transition to creators
The NBA’s star athletes are its greatest marketing asset.