Cory Treffiletti, president of Catalyst SF says that fantasy football is without a doubt the most perfect example of integrated marketing in existence today. It marries the best of online marketing and social media with real-world events and that most basic of human traits: pure, unbridled competitiveness.
First and foremost, fantasy football is an integrated marketing platform. It takes an offline event, one that is still considered appointment viewing in television and is less likely to be DVR’d and time-shifted, and marries it with online tools that allow you to keep track of the games no matter where you are and what time it is. It generates enormous page views and it is also one of the fastest growing online video plays.
Fantasy football is also a social networking opportunity, with more and more people engaging in competitive leagues each year for money and bragging rights alike. There are numerous platforms for creating and managing a league.
Active fantasy team managers don’t just wait till Sunday to log in to their teams. They are interacting daily: checking injury reports and waiver wires, reading local news on their star players, etc. Some fantasy team managers log in and spend as much as 30 minutes or more just doing research (much of which is likely done at work).
Fantasy football is also an open, distributed platform, much like Twitter and Facebook Connect. Fantasy football apps are all the rage this time of the year. It would appear there are just as many people accessing their teams through mobile devices as through the Web and the standard PC interface.
And of course, fantasy football is the ultimate social lubricant. Fantasy sports, especially fantasy football, are a unifying factor in the U.S. for just about all casual sports fans because they force you to watch and root for multiple teams beyond just your hometown.
The NFL has embraced this pastime with a marketer’s eye. They understand that marrying together social and standard online media with an offline event can help tap into the innate passion for a product and drive consumer engagement.
Thursday, November 5, 2009
Fantasy Football: The Best Marketing Program Ever!
Cory Treffiletti, president of Catalyst SF says that fantasy football is without a doubt the most perfect example of integrated marketing in existence today. It marries the best of online marketing and social media with real-world events and that most basic of human traits: pure, unbridled competitiveness.
First and foremost, fantasy football is an integrated marketing platform. It takes an offline event, one that is still considered appointment viewing in television and is less likely to be DVR’d and time-shifted, and marries it with online tools that allow you to keep track of the games no matter where you are and what time it is. It generates enormous page views and it is also one of the fastest growing online video plays.
Fantasy football is also a social networking opportunity, with more and more people engaging in competitive leagues each year for money and bragging rights alike. There are numerous platforms for creating and managing a league.
Active fantasy team managers don’t just wait till Sunday to log in to their teams. They are interacting daily: checking injury reports and waiver wires, reading local news on their star players, etc. Some fantasy team managers log in and spend as much as 30 minutes or more just doing research (much of which is likely done at work).
Fantasy football is also an open, distributed platform, much like Twitter and Facebook Connect. Fantasy football apps are all the rage this time of the year. It would appear there are just as many people accessing their teams through mobile devices as through the Web and the standard PC interface.
And of course, fantasy football is the ultimate social lubricant. Fantasy sports, especially fantasy football, are a unifying factor in the U.S. for just about all casual sports fans because they force you to watch and root for multiple teams beyond just your hometown.
The NFL has embraced this pastime with a marketer’s eye. They understand that marrying together social and standard online media with an offline event can help tap into the innate passion for a product and drive consumer engagement.
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