Presentation Oct 2013

1. BEYOND
THE EVENT
ENGAGING
FANS
& EXTENDING
BRAND EXPOSURE
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2. We developed a new
Digital
Sponsorship
Inventory
which engages fans, extends brand
exposure beyond the event, and delivers
measurable results.
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3. FanPic & Tagging...
We use our special techniques to capture a FanPic, a
360º multibillion pixel image of fans at an event.
We launch this FanPic within 24 hours of the event
and invite fans to find, tag themselves and share
the image with friends.
Each image they share is branded with the sponsors
story...
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4. After FanPic is launched, fans can visit
the FanPic page and login through facebook
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5. Once logged in, users can browse around the massive image.
Each FanPic is over 20 billion pixels in size. To put that in perspective, if you were to
print out a FanPic it would be 60 x 30 metres in size!
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6. Users can zoom right into the crowd….
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7. and find themselves
at the event
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8. Once spotted.....
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9. Fans can tag themselves and their friends,
and share it with their family and friends on Facebook
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10. PHOTO
FB STORY
Once the fan image is captured, they are prompted
to share the picture as a branded Facebook story and photo
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11. I’m Here!
Each user generated branded story and photo
is displayed on the fans’ newsfeed, timeline and other Facebook properties.
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12. 360
FanPic
Find me at Old Trafford!
This branded image is visible by all of the users’ friends,
increasing a brands’ reach and exposure beyond the event.
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13. 1 tag = 100’s of impressions
130 is the average number of facebook friends
FanPic application measures each time a story or photo
is shown to user friends.
An impression is a story shown to a user.
An impression may appear in a users newsfeed,
timeline, ticker and application aggregations.
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14. Case Studies
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15. VENUE / Old Trafford
FANS
CLIENT / Chevrolet
PERIOD /
9,256
/
75,500
10 days
12,3%
fans tagged themselves
of match attendance
Users generated over
1,740,000
Facebook Stories & Photos Generated
127,560
28,000
Branded
FanPic Visits
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3:06
Average
Time Spent
Twitter
Stories Shared

16. VENUE / PGE Arena
CLIENT / PSP
VS
FANS
PERIOD /
6,285
/
30,000
10 days
21%
fans tagged themselves
of match attendance
Users generated over
909,111
Facebook Stories & Photos Generated
52,000
3786
Branded
FanPic Visits
Wednesday 30 October 13
3:52
Average
Time Spent
Emails
Collected

17. Public
Address
Announcement
Big Screen
infomercials
at event
Match
Program
Advert
LED
Promos
at event
Inclusion
in event
PR
ACTIVATION
The results shown previously can be achieved through our activation guidelines, which outline
best practice for clients to achieve the results we have become accustomed to. These guidelines
are in place to inform fans about each FanPic through multiple communication channels.
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18. Objectives
Recognition &
Optimisation
Activation
Support
Production
Project
Management
Reporting
&
Analysis
END to END PROJECT DELIVERY
We provide not only cutting edge technology but also proven activation guidelines,
application customisation and full project management of each campaign.
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19. Social Profile Analytics and Reporting
Deep Facebook integration allows us to create target group profiles of your fanbase
limited not only to their demographics but also their interests.
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20. What can we deliver?
Exposure
and Awarness
Quality Data Capture
CRM
Fan Experience
Enhancement
New Revenue
Streams
Fan Social
Profiling
Surveying
Opportunities
Merchandising
Opportunities
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21. Beyond
Tagging...
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22. Treasure Hunt
We hide items in the crowd and around the venue
and invite fans to find them. Once found, fans answer
trivia questions to collect points.
At the end of a journey, we ask them to leave their
personal data, email or mobile to be notified about the
competition results.
Quality data is captured to be used in our clients’
future marketing campaigns.
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23. With the FanPic ‘Treasure Hunt’ feature,
items are hidden in the crowd and around the stadium.
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24. Fans are invited to find these items.
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25. Once found, fans are prompted
to answer a series of questions.
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26. These questions can be game related trivia,
or primary research for the brand.
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27. Once a set amount of items are found, we ask fans to leave their personal data,
Quality data is captured for brands to use in future marketing campaigns.
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28. Virtual Stadium
“Wish you were here?”
We also allow fans who weren’t in attendance at the event
to also take part in the FanPic. They can add their photo to
the ‘Virtual Stadium’, and feel like they were there!
This is a perfect way to engage a global audience.
Once logged into Facebook, the fan’s profile picture is added
to the stadium…
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29. 360
FanPic
CASE STUDY
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30. Primary Objectives
Build facebook and twitter community
Engage with global audience
Brand exposure
Secondary Objectives
Extensive Fan Profiling
Fan Experience Enhancement
Features Used
Virtual Stadium
Customised User Journey
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31. Virtual Stadium allows a global fan base to still
be a part of the experience “Virtually”.
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32. Fans can select the ‘Wish you were here’ feature and add
their Facebook profile photo to the virtual stadium
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33. The global audience is activated,
engaged and all results are measured
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34. Gamification
The gamification aspect of FanPic encourages the
retention of fan engagement over a series of FanPics.
We have created powerful game features, which allow
fans to collect points and climb the FanPic Leader
Board. These points and badges are collected through
tagging, adding virtual tags and taking part in games
built into the FanPic to enter fan circles.
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35. Liverpool FC
During the 2012/2013 season, Liverpool
FC launched the LFC FanPic SuperFan
game allowing fans to compete for the
SuperFan title and to win an
experiential dream prize.
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36. Liverpool FC wanted to introduce gamification
to retain fan engagement over a series of FanPics for the full season
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37. This included Virtual Stadium to engage their global fan base as well as ‘Vote for Player’ giving
fans the opportunity to have their say on who the fan’s man of the match was.
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38. Using the Treasure Hunt feature
allowed fans to collect more points
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39. Points are added up and converted to badges, allowing fans to compete against
each other for a dream prize at the end of the season
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40. Fans can see their progress in the Leader Board
and compete against each other for the top spot
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41. Competition
Participants
168,250
Number of fans who tagged
themselves on at least 9 games
Badges
Collected
12,560 672,000
The results were huge, with over 160,000 competition participants. The main objective of
retaining engagement over the series of FanPics was effectively met with over 12.5 thousand
fans tagging themselves in at least 9 FanPics.
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42. VENUE / Anfield
FANS
CLIENT / Liverpool FC
PERIOD /
84,120
fans tagged themselves
/
Av. 45,000
17 Matches
10,9%
retention of fan engagement
Users generated over
14,613,700
Facebook Stories & Photos Generated
940,500
3:25
Branded
FanPic Visits
Average
Time Spent
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In total, 84,120 individual tags were captured
giving an average tag rate of over 10%.
The gamification aspect to the FanPic campaign
generated a total of over 14 million branded
Facebook Stories and Photos and attracted
940,500 FanPic page visits.

43. Story so
far...
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44. 18 months
2,245,000
302,850
5,600,000
57,541,000
fans captured
FanPic page visits
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“I was there” moments shared
branded posts & photos created

45. Brands we’ve promoted
360
FanPic
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46. Events we’ve captured
•
Champions League qualifiers
•
Belgium Premier League
•
Premiership Rugby Final
•
Norwegian Premier League
•
Euro 2012 Qualifiers
•
Liga Total Cup Final
•
Euro 2012 Fanzones
•
Breeders Cup
•
6 Nations
•
MLB World Series
•
English Premier League
•
NBA
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47. Wednesday 30 October 13

48. Fans Reactions
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49. Wednesday 30 October 13

50. ge
u
o
to
H
em we are tak
in
l th
l
Te
Crowd Ph g
PROCESS
we stitch,
customise with branding
& use our application
to make facebook tagging
possible...
it takes us
approximately
event
8-10 minutes
to photograph
1000’s of fans
it’s ready
in
24
HOURS
after the event
we upload
huge image
to our
fast servers
Direct Marketing Campaigns
We can design competitions, which will capture email addreses
of visitors, to be used for post event marketing campaigns
Measure Effectiveness
Number of Facebook impressions and clicks on posts
branded page views and time on site
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51. social media tagging application
See Examples on
www.huggity.com
info@huggity.com
Wednesday 30 October 13
+353 1 4100 600
@huggity
facebook.com/huggity