Knock on wood. The comeback of sports is working. Fans are reconnecting and engaging with renewed passion. Whether it is small gatherings in a backyard recreating a tradional tailgate experience or actually trekking to a stadium to cheer on your favorite team – sports are back.
As a strategic partner with the team at STAR, we are ready to throw on our favorite team jersey, don a little eye black and take to the streets to drive the momentum. You have probably heard the story of the Vikings Table and its impact in the Twin Cities. The Minnesota Vikings, Winnebago Specialty Vehicles and STAR collaborated to create a community-minded food truck that has been a gamechanger for deserving youth and their families during the pandemic. The Vikings have become another great story in a long line of front-line responses to COVID-19.
It is simple. Brands and teams are ready to be front and center with fans driving energy and revenue. And, mobile activations are the perfect solution.
Navigate Research recently shared some great advice for “Optimizing the Post-COVID Fan Experience.” Their advice zeros in on the value of creating unique activations that can easily apply more broadly to all marketers creating strategies to reengage. The advice made me think of mobile marketing and the power to connect through targeted experiences that go where the fans work and live instead of expecting fans to come to us.
- Celebrate that fans want to return and keep them engaged in the interim.
- Communicate now to build trust with fans by building a strategy to combat the feeling of uncertainty
- Focus on Venue Touchpoints
- Keep communicating updates and remind fans that they are important and will be taken care of when doors open
This advice screams mobile. Imagine a giant Winnebago billboard pulling into a parking lot of a top sponsor and welcoming their employees back to work as COVID restrictions ease. The opportunities to engage are limitless – a socially distanced welcome from a team legend, a thank you t-shirt or other gift, or just a simply wave and thank you for being a sponsor. How about a team-branded Winnebago pulling up to a school parking lot to encourage students in this new world of hybrid learning formats. Maybe, a roving merchandise store allowing fans to easily purchase the latest in apparel and reconnect when they need it most. Regardless of the idea, it is time to consider mobile.
Mobile is the next step is helping fans ease back into the world of sports. Our teams are ready to tell the next story with you.