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June 11, 2014 | Volume 12, Issue 25
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NEW ORLEANS SAINTS SEND SNAPCHATS TO EXPAND FAN BASE
The New Orleans Saints find a way to engage with younger fan base through the use of the picture messaging platform, Snapchat.
By: Rebecca Cave
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Click the image above to check out the New Orleans Saints website!
Dear Faithful Readers,
What a couple of weeks in sports we have in front of us! With the NBA Finals, Stanley Cup Finals, World Cup and the US Open all happening this week and weekend, it’s a great time to be a sports fan. Fans are always looking to get more connected with their favorite athlete or team’s and in the story below you will find a unique way that the New Orleans Saints have been connecting and growing their fan base.
The social media realm is growing rapidly as teams across all leagues are trying to stay connected with their fans. Snapchat is perfect for this and I am glad to see the Saints taking advantage of it. As a Snapchat user I think that it would be really neat to receive Snaps from my favorite teams. It definitely adds a personal touch to the team and makes them more relatable to their fans.
Hope you enjoy the read, enjoy all the sports and happy Father’s Day to all the dads out there!
Enjoy the feature,
Ryan
P.S. - Feeling creative? Send in your best marketing and advertising campaign from 2014 and your team could be the next feature in "Selling It"!
PROGRAM TITLE
New Orleans Saints: Snapchat
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OBJECTIVES
Snapchat is the ultimate marketing tool. The individuality, mobility, and popularity that the app possesses is becoming too good for teams to ignore. When creating their Snapchat account, the Saints were looking to expand their fan base. Snapchat gave them the ability to actively engage with fans in a way that seemed personal to each fan. They wanted to use Snapchat as a way to generate more Saints fans. By using this app, the Saints were able to appeal to Snapchat’s younger audience, and ultimately build a way to see into the team’s everyday life.
PROGRAM DESCRIPTION
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Snapchat is a free app that can be downloaded on iPhones and other smart phones and is used to send pictures, or “Snaps”. The feature of Snapchat that the Saints have chosen to focus on is the “My Story” function. This part of the app allows you to take pictures and post them to your “Story”, where they can be viewed unlimited times within a 24-hour period. This lets fans look at the Snaps more than once, rather a normal Snap that can only be viewed one time.
The Saints have aimed to focus their Snapchats on the most important thing to the fans, the players. Player shout outs, where specific players will be recorded thanking fans for coming to the game, have become the most popular Snapchats for the Saints. On game days, the My Story allows fans to see a timeline of what the Saints do, from arriving to the stadium, pre-game huddles, running out on the field, and even highlights of the game. The fans get an inside look behind the scenes of game day, and aspects of the team that a fan wouldn’t be able to see without being a Saints follower on Snapchat.
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Some examples of Snapchats from the Saints. Click above to visit the Saint's ticket site!
PARTNERSHIP
The Saints used the Snapchat picture messaging platform to expand their fan base, but are looking forward to partnering up with companies in the future to facilitate contests and giveaways through their Snapchat account.
RESULTS
The Saints Snapchat platform has given them a wide variety of results in terms of expanding their fan base. They have been able to find a way to personally appeal to fans, something that is hard to do on other social media platforms. They have seen a huge increase in their number of followers since its launch in October 2013, now with 41,000 followers and an average of 22,000 views per Snap. The Saints Web and Social Media Manager, Alex Restrepo, says, "We think of Snapchat as more of a personal social media app than others. Since Snaps aren't seen on a feed or timeline, fans see it as more of a direct message to them instead a message to a large audience. We constantly get messages like ‘The Saints Snapchatted ME’" As if we sent just a direct message to them. That one-to-one feel really connects with fans and I believe is driving force behind our large Snapchat audience."
LOOKING AHEAD
Moving forward, the Saints are excited to grow alongside Snapchat. With the growing popularity of the app, there will be new features added, more creative elements added, and the Saints are hoping for the app to become more brand friendly. The Saints also want to showcase more of what the fans send them, whether it is doodles of Saints logos or pictures of fans decked out in Saints gear. With the large amount of followers that they have, they receive a lot of Snaps from fans that they are looking forward to showcasing in different ways in the future. In terms of expansion, the Saints are hoping to expand the number of contests they have by facilitating partnerships with other companies to join together, and have more contests and giveaways promoted through the partnerships.
CONTACT
For more Information, contact:
Alex Restrepo, Web / Social Media Manager, New Orleans Saints
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