Welcome to our latest #SocialRoundup blog series about new social media efforts and best practices. Today, we visit the stadium turf and the concert stage to see how brands leveraged the Super Bowl and the GRAMMYS to drive awareness and engagement with their audiences.
The New England Patriots’ 28-24 victory over the Seattle Seahawks was the most watched TV show in U.S. history. The challenge for brands, which spent a record $4.5 million for a 30-second TV ad, was maximizing this investment on social media.
The live TV event that is the GRAMMYs proved to be another potent venue for social media, with brands like MasterCard and Patron using Twitter to publish promoted tweets in real time in reaction to what was taking place during the show.
You can’t forget about one of the biggest basketball games of the year –NBA All-Star 2015. This week, the Cisco Corporate Social Responsibility team followed Deborah Huyler and Andrew Torres, two Cisco Networking Academy Dream Team students, as they set up wireless access points and provided network troubleshooting in advance of the NBA All-Star 2015. They have been sharing their stories from Madison Square Garden, the Barclays Center, and other event venues through journal entries, photo slideshows, and videos.
Learn more about Cisco’s involvement at the NBA All-Star game and follow the #NetAcadNBA hashtag on Twitter to see real-time updates from Deborah and Andrew’s NBA All-Star 2015 experiences.
“What they are doing for our fans – on a daily basis, at every one of our games, be it during the day or at night – is truly remarkable. We are able to create a better experience for our fans using this technology. Our only wish is that we had done this a little bit earlier.” Todd Goldstein, President, AEG Global Partnerships
Cisco recently upgraded the digital capabilities at STAPLES Center, one of the premier sports and entertainment venues in the world that hosts four major sports franchises (LA Lakers, LA Clippers, LA Kings, and LA Sparks) and more than 250 events a year (Grammy’s, concerts, etc.), so the venue could better service its fans.
The result? Over the past year AEG (the operator of the facility) has been able to deliver a more engaged fan experience and is seeing a strong return on its investment from the digital and dynamic menu boards at concession stands. For example, AEG saw a 9 percent increase in revenue (year over year) from concessions for Los Angeles Kings games. Even more impressive was the 400 percent increase in revenue (year over year) from select promotions offered this past season (2011).
Cisco delivered a Connected Stadium environment, including Cisco StadiumVision, an innovative digital video and content delivery system that transformed STAPLES Center and provides fans with a more memorable experience. All of this was done over the course of just a few months and AEG never missed a beat in hosting world class events at the venue.
Today more than 30 marquee properties are operating new business and revenue models with Cisco digital sports technologies at the center. From Real Madrid to the Pittsburgh Penguins to Sporting KC to Eden Park, Cisco is transforming the sports and entertainment environment around the world.
I witnessed the transformation earlier this year at the Grammy’s…and I just might have sat next to a couple of celebrities – well, that was where my friends told me I was going to sit!