XFINITY leads the way with sports programing, but it isn't the only player in the space. To differentiate itself within the crowded entertainment and content category, XFINITY identified an opportunity to reinforce and expand its leadership position as a sports programming provider within the social media marketplace by creating an online engagement strategy in an effort to increase consumer brand perception, affinity and purchase consideration.
With the majority of sports-related tweets coming from live sports (both at-game and at-home), XFINITY used its sports platforms on social to showcase its differentiating product offerings, such as live mobile streaming, through social activation. This allowed the brand to use social to directly drive business, target sports fans who are consuming their sports games on TV/mobile and establish XFINITY as "Your Home for the Most Live Sports."
Through various touch points and activations, XFINITY sought to continue its already robust, targeted online and social engagement with sports fans through organic, relevant dialogue and one-of-a- kind experiences. From the everyday content calendar of @XFINITYSports that educates fans on how to experience the most live sports or a first-of-its-kind #SignMyTweet event with Emmitt Smith, fans were able to experience sports in a way they never had before. This social strategy aligns with XFINITY's overarching marketing communications around the X1 Entertainment Operating System – "Experience the most live sports like never before" with XFINITY. Additionally, a historic 10-year partnership with NASCAR in 2014 also provided a new platform for XFINITY to engage with a new demographic of fans and further expand XFINITY's social media sports presence.
Our Objectives
Simplify and enhance the way fans consume live sports by highlighting the breadth of programming available, demonstrating new product technologies that deliver superior live viewing experiences, while adding value to followers by ensuring they never miss a big moment
Seamlessly transition more than 47,000 NASCAR Nationwide Series social media followers to the new NASCAR XFINITY Series followers and establish @XFINITYRacing on Twitter
How We Did It
The XFINITY Sports Guy
In 2014, XFINITY looked to build on the success of the #XFINITYDreamJob Contest and enhance the program by identifying an authentic, credible voice in sports social media to engage with online sports communities and avid fans across the country. Leveraging the passion and authenticity of sports fans, we asked regular, everyday fans to compete in a nationwide contest to become the voice of @XFINITYSports.
The eventual winner, Bryan Mapes, received a one-year paid position at XFINITY that requires him to keep up on, stream and engage in conversation around the biggest events in sports for the 45,000+ followers of the @XFINITYSports Twitter handle. From educating fans on new XFINITY technologies to leading Twitter chats that put authentic influencers in direct communication with fans, Bryan is keeping fans connected to the sports and moments they love anytime, anywhere.
#SignMyTweet
XFINITY found a way to give fans greater access to the athletes they admire – and to use social media to deliver more than just a virtual experience. #SignMyTweet was a first-of-its-kind, Twitter-based live autograph session featuring NFL Hall-of-Famer Emmitt Smith. Fans were encouraged to creatively tweet @XFINITYSports with the hashtag #SignMyTweet for the chance to have Emmitt autograph a life-size print out of their own personal tweet.
Emmitt signed hundreds of the most inspiring and/or entertaining life-size prints of fan tweets during a Cowboys' Monday Night Football game All printed and autographed tweets were shipped to their owners with a certificate of authenticity and shared via @XFINITYSports for extended engagement with the brand.
@XFINITYRacing
The end of 2014 marked the official takeover of NASCAR's XFINITY Series from previous sponsor, Nationwide. With more than 47,000 fans continuing to get their Nationwide Series news from Twitter, XFINITY wanted to ensure a seamless transition for fans following the @NationwideNNS to @XFINITYRacing. Beginning in December, @XFINITYRacing deployed a series of engaging content, including videos, behind-the-scenes content, sharable graphics and influencer outreach that helped introduce followers to the XFINITY brand and grow the handle through unique content kicking off the official countdown to the start of the NASCAR season in Daytona.
Results
XFINITY Sports Guy
The 2014 Ultimate Sports Social Media Job Contest resulted in over 3,300 entries, up 50% over 2013. In the first five months of Bryan's tenure, @XFINITYSports has gained over 5,000 new followers (12.5% increase) and a 62% increased engagement rate of Bryan's targeted messaging and content.
#SignMyTweet
Over the course of 24 hours, @XFINITYSports received nearly 4,000 tweet submissions on the #SignMyTweet hashtag. This drove more than 15 million organic impressions on Twitter, 1,200 retweets, and participation from other professional athletes, sports journalists, and fans of all ages. The #SignMyTweet program pioneered the way fans think about autographs and harnessed the power of the ultimate Twitter status symbol – the Twitter shout out. And, the engagement speaks for itself (8.7% engagement rate – a 380% boost over Twitter's usual Sports Engagement Rate benchmark (2-5%).
Due to this success, the #SignMyTweet program will continue to enhance and raise the bar on the live sports experience with live signing sessions at Super Bowl XLIX and other marquee sports events throughout the 2015 calendar year.
@XFINITYRacing
Since launching in December, @XFINITYRacing currently has 51,000 followers, more than 3,000 new followers since transition on 12/30 (6.25% increase). Influencer engagement has brought out the big guns, as well with top names, such as Dale Earnhardt, Jr., Kevin Harvick, Joey Logano and Michael Waltrip all following and engaging with @XFINITYRacing.
The @XFINITYSports handle and the various activations executed during 2014 delivered on the main objectives to engage with social media users, sports fans and subscribers through organic, relevant dialogue and one-of-a-kind social content and unique moments, such as The #XFINITYDreamJob and #SignMyTweet, all while improving brand sentiment.
Recent research shows growth in purchase consideration scores from XFINITY's target audience (Top 2 Box Sports fans) has outpaced the growth in consideration scores from the overall general market by 85%. Since Q3 2009, sports fans have increased their purchase consideration of XFINITY by 92%. This means that our sports messaging, communicated through our social sports content, activations and sponsorships, are helping to positively impact consumer consideration of the XFINITY brand. Among each competitor (DirecTV, Dish Network, AT&T U-Verse and Verizon FiOS), avid sports fans consideration scores are also consistently higher than general market YOY.
