New Media allows sports
brands to benefit by enabling new kinds of interaction between fans, players
and clubs. This form of media would have synergies with the target audience of Twenty20
cricket.
The problem with Twenty20
cricket is that there seems to a lack of fan engagement. Mintel (2011) suggests
that sports organisations should do more to improve fan engagement, and New Media
could bridge a gap between the event and its consumers. It would be recommended
that the event could have an application in mobile devices,
which has proved popular for other sports and events. This has proved an
effective means of
communicating digital content such as live scores, future events, team
news, interviews, replays, live statistics and social media activity. It would
also be a positive move to have free Wi-Fi available at every venue, which
would ensure easy access to the applications. This would be relatively
inexpensive to set up, but would coincide with the brand personality of
innovation and entertainment.
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