· Teaser/Anticipation Campaign
o Building anticipation; running mid-February through mid-March
· Countdown Campaign leading to Opening Day
o Generating buzz and excitement; running mid-March through Opening Day
· Opening Day and Season Launch
o Electrifying launch into the season
Components of the fully integrated launch included:
· A comprehensive OAP campaign of:
o TVTs and Branded Messaging in support of Game Connect, Social Media Channels and FOXSportsSouth.com
o “Dark Horses” sizzle reel capturing the anticipation and excitement around the upcoming season
· Digital billboards:
o Ten billboards, visually striking with crisp headlines, strategically located in the Atlanta DMA devoted to TVTs, Brand Messaging, Web Headlines, Real-time scoring updates
· Video Loops on Atlanta’s Mass Transit (MARTA) promoting Atlanta Braves coverage
· Print media including Opening Day ad in the AJC, Program Guides, Pocket Schedules, and Posters
· In Stadium Assets including Jumbotron, Signage, Video Monitors, and LED Ring
· Bus Wraps and Bus Shelter Signage with compelling visuals and messaging, touting coverage
o Running late April through late June in key strategic locations
· Event Activation with Sponsors including an appearance by Brian Jordan, Atlanta Braves analyst and host of Braves Live, at Academy Sports Grand Opening
· PR appearances, with talent, including Ron Gant, Atlanta Braves analyst and host of Braves Live, appearing on Good Day Atlanta on May 3rd on FOX 5
· A social media strategy to engage with our Atlanta Braves game viewers in an unprecedented way:
o Invited viewers to become an active participant in the social conversation happening around the games
o Gave fans exclusive content and unrivaled access to the teams and the booth.
o A social media reporter introduced on Opening Day made viewers aware of the opportunity to interact with the broadcast and each other in several ways, including using the hashtag #FSBraves in order to take part in the game conversation.
· Some specific efforts and strategies to engage fans, carry on an interactive conversation, and give them behind-the-scenes access and information included:
o A daily “Question of the Day” (featuring a timely, game-relevant question soliciting fans opinions) posed to fans on Twitter and Facebook for every road game has received thousands of responses. In addition to the question being sent out via Twitter and Facebook before the broadcast begins, the social media reporter highlights the question during pregame BravesLive and encourages fans to let us know what they think with the hashtag #FSBraves.
o A pregame “Anticipation” campaign launched the morning of Opening Day on April 5 generated excitement leading up to the broadcast, making @SportSouth the #2 trending topic in Atlanta before the broadcast began. Exclusive, behind-the-scenes photos (such as the control room and BravesLive talent preparing for the show) helped generat buzz and excitement.
o Capitalizing on big moments, such as Chipper Jones’ return to the lineup on 4-10. After the photo of the lineup with Chipper in it was Tweeted, TweetReach.com showed the #FSBraves total reach at 56,558. For comparison at the same time, #Braves total reach was at 16,117. The post of the lineup photo on Facebook received 270 Likes, 60 comments and 40 shares. The Question of the Day (How will Chipper’s return to the lineup impact the Braves) received more than 160 responses on Facebook and several hundreds more on Twitter. The postgame “HE’s BACK!” and Braves win game story and photo on Facebook received more than 400 likes, 27 shares, and 30 comments.
o Capitalizing on big moments, such as Chipper Jones’ return to the lineup on 4-10. After the photo of the lineup with Chipper in it was Tweeted, TweetReach.com showed the #FSBraves total reach at 56,558. For comparison at the same time, #Braves total reach was at 16,117. The post of the lineup photo on Facebook received 270 Likes, 60 comments and 40 shares. The Question of the Day (How will Chipper’s return to the lineup impact the Braves) received more than 160 responses on Facebook and several hundreds more on Twitter. The postgame “HE’s BACK!” and Braves win game story and photo on Facebook received more than 400 likes, 27 shares, and 30 comments.
o A postgame “Twitter Takeover” with Dale Murphy on April 15, received upwards of 100 questions and comments in a 30 minute span with the hashtag #FSCHAT. Murphy responded to about 50 questions, and we received a lot of positive feedback from fans, thanking him and @SportSouth for hosting the chat.
o An in game “Twitter Takeover” with John Smoltz on May 2 generated more than 360 comments and questions with the hashtag #FSChat. According to TweetReach, more than 15,500 accounts were reached with the hashtag, creating overall impressions of more than 69,800. Between FoxSportsSouth and SportSouth we picked up more than 300 new followers. We also capitalized on John Smoltz’s appearance at the game to have him on BravesLive and in the booth for two innings. Several behind-the-scenes tweets captured the moment, including photos from the field during a pregame interview with Tom Glavine and on the set of BravesLive with Jerome Jerenovich and Ron Gant.
o An in game “Twitter Takeover” with John Smoltz on May 2 generated more than 360 comments and questions with the hashtag #FSChat. According to TweetReach, more than 15,500 accounts were reached with the hashtag, creating overall impressions of more than 69,800. Between FoxSportsSouth and SportSouth we picked up more than 300 new followers. We also capitalized on John Smoltz’s appearance at the game to have him on BravesLive and in the booth for two innings. Several behind-the-scenes tweets captured the moment, including photos from the field during a pregame interview with Tom Glavine and on the set of BravesLive with Jerome Jerenovich and Ron Gant.
o @SportSouth is up from 5,355 followers on April 4 (the day before Atlanta Braves Opening Day) to more than 8,107 followers on May 14. Our @FOXSportsSouth account is up from 14,026 to more than 17,311.
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