Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
Any sports marketer knows that there are many types of fans to reach, not just one. Some fans love statistics and starting lineups. Some love the dancers and the t-shirt toss. At the Digiday Content Marketing Summit last month, Jason Wiley, vp of integrated marketing and content for the Philadelphia 76ers, spoke about the role of tailored content in getting both audiences to the arena.
“What we are looking at is how to get both of them to the arena to become paying customers,” said Wiley. A 76ers game is an entertainment destination for everyone, not just devoted basketball fans, he said. And social media plays a role in how the 76ers distribute content.
Listen to Wiley’s session above. Then learn how another brand with a devoted fan base took the chance on content: Doug Busk, global group director of digital communications and social media at Coca-Cola, described how the legacy brand measures engagement on the website “Journey,” its brand storytelling arm.
To hear more about media is changing straight from the people making it happen, subscribe to Digiday Live on iTunes or Stitcher.
More in Marketing
Ulta, Best Buy and Adidas dominate AI holiday shopping mentions
The brands that are seeing the biggest boost from this shift in consumer behavior are some of the biggest retailers.
U.K. retailer Boots leads brand efforts to invest in ad creative’s data layer
For media dollars to make an impact, brands need ad creative that actually hits. More CMOs are investing in pre- and post-flight measurement.
Ad position: web_bfu