The big match of transmedia in sport
Numerous examples of transmedia storytelling exist in professional sports, the current environment surrounding the game has provided anyone with access to devices and an internet connection with the ability to participate in the storytelling. This is great for the professional sports industry as its success relies on fan engagement. We interviewed Jay Sharman, CEO of TeamWorks Media, Chicago-based media company specialised in transmedia in sport that combines visual storytelling, marketing, social media and public relations.
What’s new about transmedia in sport?
It’s pretty an interesting time. If you look at the explosion of different platforms and social media, in particular Twitter, it has had a significant impact on how people experience live sports. In US, majority still watch life matches on TV, they don’t record it. So, social media seem to work extremely well because you can communicate while there is a live event going on. People want to talk about the match while they are watching it on TV, Ipad or other devices, sharing comments with the community. They feel themselves part of event. Fan blogs, sport team blogs are coming out. Every team has an application so that in any location you can meet with people who are looking at the same event. Regardless of technologies and platforms, the core is the quality contents and sharing experience. Nowadays people, especially under 30′, don’t care about the source of information, if something is good it’s good and it is going to have an audience.
Sport is one of the biggest industry for advertising, lot of investments. Do you think these new channels can make the investment shift and re design the investment model?
From a macro perspective it is already shifting. If you just look at the television and online sponsorships, the shifting is clearly happening. It makes a lot of sense since that from a marketing perspective you have a clearer measurements with the on line than television cause you can truly now how many people you are reaching.
One of your most interesting work is the project to raise funds for St. Anthony School…
It’s a pretty unique project, we want to use every platforms, video, life event, social channels. It’s a transmedia fully integrated plan that connect people. Things are getting negative in US so we always try to tell the other side of the story and show the positive aspect. We believe that people respond to positive human stories. The result is that people are moved and they take action because they are willing to have positive impact. The added value of this project was show the human aspect because the link between human to human creates the engage.