Five great uses of digital sports Content

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Content. Content. Content. It’s a drum we are happy to bang, as digital content is absolutely key in this day and age. Whether it’s a blog, video or some regular news, it’s vital that fresh content being used to target an audience is a pretty regular stalwart of a modern website.

Gone are the days of paying an SEO firm £2,000 a month to get a business noticed. Engaging content is the way forward and we thought we’d showcase a few examples of people taking a different approach.

When trying to engage with an audience and produce some great content it can often be a fine line between success and failure. Companies and brands can try too hard to go ‘Viral’ and come a cropper. Take a look at Mastercard this week, who had to end their controversial and let’s be frank, quite ridiculous ‘meals for goals’ campaign. I’m not sure fine line was the right phrase to use for that campaign actually…

On a lighter note, here’s five examples of some ‘out there’ digital content which we think hit the spot:

1. Yeovil Town Football Club

Back where it all began? Of course digital content was not born in 2017, but it certainly feels that way with Yeovil. Last summer the League Two Club set the trend for quirky transfer announcements. It all started when The Glovers announced the signing of Jake Gray using the new maps feature on Snapchat.

After the success of their first announcement, Yeovil moved on to new ideas. Setting up a Countdown Conundrum on Twitter for the signing of James Bailey, before bringing EA Sports’ FIFA game to life with their video announcing Olufela Olomola – and he was only on loan!

As much as we are full of praise for Yeovil’s innovative ways, have they actually started something quite horrible. It now feels that every club has to try something ‘different’ when it comes to announcing a signing. Alexis Sanchez playing the piano on his move to the red side of Manchester is something we try and forget every morning!

2. European Tour

A sport that often needs a bit of a kick into the 21st Century is golf. Recently voted the most boring sport to watch by a YouGov survey ( I am terribly offended by this), it is doing all it can to entice young people to a game full of traditions.

An organisation that have been creating waves within golf is the European Tour. The tour itself has often struggled to keep up with the pace and prize money of their American counterparts at the PGA Tour, but they are certainly streets ahead of them in terms of pushing the game forward.

Much of this has to go down to CEO Keith Palley, who hasn’t been afraid to try new things. The innovative Golf Sixes event with shot clocks and funky formats was deemed a success, while the Celebrity Pro-Am at the flagship BMW event at Wentworth also gains great traction.

It was in the run-up to the latter in May where the European Tour created a pretty cool video. It was advertising the golf without actually showing a golfer…

Once again the European Tour stepped outside the box, and that’s what’s needed to get young people playing this fantastic sport (too many times to mention how much I like golf?).

3. England World Cup Squad

OK here’s one that might cause us some trouble. We all saw the England Squad Announcement video, and I’m sure a lot of you absolutely hated it… However, content is all about engagement and, unlike Mastercard’s offensive campaign, it was just a bit of harmless fun.

England’s marketing gurus could have quite easily put out a nice graphic on Twitter and called it a day. But they went for something a little different and, love it or hate it, it got people talking. Not only this, it felt that there was a bit of fan connection, showing people from all over the country getting behind the Three Lions ahead of the World Cup.

We are going to put our heads on the block here and say we liked it!

4. This Girl Can

Despite being a whole campaign and not just a strong digital content piece, This Girl Can is definitely worthy of a mention.

It’s a well known problem that there is a vast gender gap with regards to sports participation in the UK. Sport England carried out extensive research outlining that fear was the main barrier for women participating in sport and, if this could be taken away, those levels would rise.

And they certainly have! To date the campaign has resulted in an extra 1.6 million women participating in sporting activity, with rates rising quicker than men.

The campaign as a whole is far too vast to fully analyse within this blog, with TV ads, social media promotions and much more. What we loved about it is the use of normal women exercising and the concept as a whole. Instead of using a superstar female athlete to send the message ‘try and be like me’, ‘everyday people’ were shown participating in sport and that’s what really hit home. It’s created a real movement with the #thisgirlcan used daily on social media.

5. #MaukePeChauka – Cricket World Cup

A common theme across all these examples is the use of video. If used correctly, it can be a great tool. That was certainly the case with the 2015 Cricket World Cup in Australia and New Zealand. Broadcaster Start Sports used a string of online videos to tell a story before and throughout the competition.

Alongside their TV adverts, their YouTube videos gained a total of over 12 million views throughout the competition. Showcasing cricket-loving countries coming together in sometimes comical fashion…

From Yeovil Town Football Club through to the Cricket World Cup, digital content is performing well in sport. These examples are obviously great as they present something different that has been done very well. But it shows day-to-day engaging digital content shared with the right audience can be very effective. The conclusion, don’t be afraid to try something new!

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Staff

JONATHAN BARNETT

Chairman and Licensed Intermediary

Jonathan began his professional career as a management trainee with the Curzon Group in 1973 and spent 17 years working in various business sectors, gaining a wealth of invaluable experience, leading to his appointment as head of its PR division, which he maintained before leaving the group in 1990 following its sale.

DAVID MANASSEH

Managing Director and Licensed Intermediary

When David left Harrow School in 1988, he had to decide on whether to pursue a career in cricket with Somerset who had offered him a contract or a professional career in the property sector with Clive Lewis & Partners. He decided on a career in the property sector and became a key member of their team and also continued his cricket as a playing captain of the MCC.

 

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