The Challenge: Sports media evolves rapidly and competition for fans’ time is intense, forcing key players to innovate or risk falling behind. A major sports broadcaster was seeking bold and visionary strategies to solidify leadership among sports fans today.
The Solution: A large qualitative study with an online community of fans around the US to identify behaviors. This was followed by in-person, filmed immersive sessions with fans as they interacted with sports media with their friends. Group discussions rounded off the fieldwork to help map the sports media landscape and explore content opportunities.
The project concluded with an interactive workshop which identified sports fans’ needs and honestly evaluated how the client was meeting those needs. The workshop inspired new thinking and provided strategic vision, both for the client’s existing titles, and opportunities for new content development. Three creative films brought to life a play-by-play way to keep modern sports fans part of the brand’s family.
The agency & my role: The Pineapple Lounge, working as VP of Strategy.