August 24, 2011 | Volume 10, Issue 7

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Dear Faithful Readers,

Every so often, there comes a time when technological advancements alter the way we live our lives forever. We become so dependent on these improvements that we can no longer remember how we lived without them. Smart phones, social media, and HDTV are just a couple great examples of how we have altered the way we consume, especially when it comes to sports. The challenge for our teams is to incorporate these new technologies into the game day experience as to avoid losing their ticket holders to superior consumption alternatives. This concept is what drew me to this week's feature and how new technology is revolutionizing the game day experience for Denver Broncos fans. As you will read in the feature below, personal handheld replay and stat devices have allowed the Broncos to enhance their fans' experience by providing instant access to content all while enjoying the thrill of attending a live sporting event!

Enjoy the Feature,

Joe Shapero
[email protected]

P.S. Love the feature? Hate it? Wish we covered a great idea or program your organization is doing? Email me with your idea or any and all of your comments from this week's issue and we will include them anonymously on our NSF LinkedIn Discussion Board!

When Reality Isn't Enough, Broncos Turn to FanVision

Denver fans are able to bring benefits of watching game at home into the stadium by using FanVision.

CONTACT

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Sandy Young
Senior Marketing Manager
Denver Broncos
Phone: (720) 258-3121
Email: [email protected]

ORGANIZATION

Denver Broncos

PROGRAM TITLE

Broncos' FanVision

OBJECTIVES

The technological advancements that have taken place in the last decade have created a generation of fans that are accustomed to a constant flow of entertainment media. Now, keeping the fan's attention for a three-hour NFL game with plenty of commercial breaks can be quite the challenge. Mac Freeman, Senior Vice President of Business Development at the Denver Broncos states, "We are in the live event business, and in the last decade, the at-home experience has been super-charged with hi-definition televisions, and Internet that can fill commercial breaks with stat updates and fantasy football scores." These technological advancements have made watching the game at home or the local pub just as desirable (and economical) as seeing it in real life. The Denver Broncos knew they needed to bring some of the home elements to the in-stadium experience in order to keep people entertained.

PROGRAM DESCRIPTION

To accomplish their goal, the Broncos debuted FanVision, a handheld device that resembles a smart phone, at their first preseason game against the Lions in 2010. The device uses locally broadcast UHF video channels, which can be accessed from the stadium and its parking lot. It can receive multiple angles of live TV broadcast, the NFL RedZone highlight channel, simultaneously switch to in-division games, radio broadcasts and stat feeds.

The Broncos gave out complimentary devices to all premium seat holders (United Club seat and Suite level) and then did a lottery for select reserved season ticket holders to receive the devices free of charge. For all remaining fans, the device could be purchased on game day from one of three kiosks located throughout the stadium or online via Fanvision.com.

The emotional entertainment value that FanVision offers is the key component in enhancing the fan experience for the Broncos. 'Mike', a Broncos season ticket holder, posted on tailgate365.com "The real gem to me was the replay system... there were several calls we all booed and bitched about, and being able to see from other angles what happened was awesome".

For Broncos fans, FanVision provides more than enough to keep fans updated on other games and their fantasy players, which has transformed the in-game timeouts from being dreadful to a welcomed time to check out another game. "The NFL did research league-wide and saw how wide-spread Fantasy Football was. We knew we needed to do something to incorporate it into the fan experience of attending a game. FanVision allowed us to bring that aspect of watching from home to the experience of watching from the stadium" Freeman said. FanVision allows fans to get closer to the action and maximize the experience of being at a game.

Click Here to watch a demo of FanVision via CNet's Scott Stein.

MEDIA

The Broncos sat down with FanVision and worked out an inventory of marketing assets to promote the technology to fans. They used various channels including their personal website, program ads and in-game promotions.

PARTNERS

Currently, FanVision is not being used as an ad/sponsorship vehicle for the Denver Broncos. Although it has the capability, there are no sponsors involved.

RESULTS

The Broncos are extremely happy with the feedback they have received from fans and feel that they have accomplished the goal they set out to achieve. Michael Weisman, Vice President of FanVision said, "You get the fun and excitement of being at a game plus the satisfaction of all the things people at home have. Once fans experience it, they can't go without it".

A Broncos fan picks up his FanVision device at a kiosk at Invesco Field.

LOOKING AHEAD

The Broncos plan to use FanVision for the upcoming season and will continue to develop other content as well as pursue opportunities to use the device to promote other developments.

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