Stream the (insert your favorite team here!) on the Go

A key focus of mine while at NBC Sports was to introduce, inform, and excite an audience to watch their favorite teams. Seems like an easy value proposition, no?

Well - the product was anything but easy. To watch these teams, the consumer had to understand that...

  1. The product was streamed online... but could also be accessed through a connected device
  2. It required authentication - and therefore a cable/satellite subscription
  3. It also required a download of a new application, visiting a new website
  4. The content was going to be geofenced

To reach this new streaming audience, we needed to build a cohesive editorial strategy, create compelling messaging and tutorials, and reward the audience with a best-in-class product.

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We also leveraged the 1:1 connection our broadcast talent had with our fans, built co-branded materials for our team and league partners, and ran loyalty campaigns for repeat visitors. "Stream a Celtics game, look for a promo code during the broadcast, and enter to win courtside tickets!" was one of many successful hooks we deployed.

And guess what... it worked. Consumption for the first year of NBA far exceeded all expectations, revenue was trending, fan feedback was overwhelmingly positive and the Warriors won the Championship*.

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*Pure coincidence. Or was it... 

MarketingJen FranklinComment