What’s next? This is something we at SME have asked ourselves every day of our 25-year existence. The answer lies in creative inspiration and the fearless pursuit of the cutting edge. Our team of creatives and brand strategists strive to answer this question for every one of our clients. Check out our 5 key trends for fan engagement in 2015 below and give us a call to chat about how your brand can become a trendsetter and sharpen the cutting edge of fan engagement.

1. SME Inc.
O 212.924.5700
F 646.439.9071
www.smebranding.com
Zach Kelly, VP Brand Strategy
Zke l ly@smebranding.com
WHAT’S NEXT FOR 2015?
5 KEY TRENDS IN FAN ENGAGEMENT
SEPTEMBER, 2014

2. WHERE ARE WE NOW?
2

3. In-Stadium: Teams are beginning to cultivate an immersive,
engaging and omni-channel experience unlike ever before
3

4. At Home: With the availability of exclusive content and instant
social conversation, fans can stay engaged on multiple
platforms from their living room
4

5. The Total Experience: In-stadium and at-home have begun to
converge so that fans have the opportunity to always be connected
to the stadium environment, regardless of their location
5

6. WHERE ARE WE HEADED?
6

7. The question becomes, how do we continue to build a total
immersive experience across all in-person and at-home channels?
7

8. • Navigation
• Personalization
• In Stadium History
• Augmented Reality
1
BEACONS
8

9. Beacon technology will help personalize and inform
the fan experience though mobile interaction
9

10. The evolution of Beacon interaction will begin to ease
navigation through the stadium, giving fans directions to
their seats, concessions and the nearest bathroom
MLB App: http://mlb.mlb.com 10
http://techcrunch.com/

11. And allow fans to interact with specific locations within
the stadium to initiate a telling of history or augmented
reality experience
http://techcrunch.com/
11

12. • Engagement
• Social Media
• New Apps
2
TEAM
CONNECTION
12

13. Today’s fans have a burning need to be engaged
in social media throughout the game
13

14. Increased wireless and cellular capabilities at stadiums
will continue to give fans greater access to social
media and other apps
14

15. Apps like “Experience” offer
seat upgrades and opportunities
to meet players, mascots and to
get on the fan cam
http://www.expapp.com
Another example, “Uphoria”
relays near instantaneous
highlights to fans, which can
be viewed from multiple angles
15
Experience: http://www.expapp.com
Uphoria: http://www.sportingkc.com/uphoria

16. Gaming systems like Xbox One personalize your viewing
experience by bringing interactivity to live games, stats,
scores, highlights and Fantasy sports all on your TV
http://news.xbox.com
16
X Box One: http://www.xbox.com/

17. Teams and Agencies continue to push the envelope with new
creative mobile content that engages fans with more behind
the scenes access than ever before
http://www.sportingnews.com/
17

18. • Google Glass
• RFID Wristbands
• Licensed Tech
3
WEARABLE
TECH
18

19. As innovation progresses, wearable technology will optimize
the fan experience by bringing them even closer to the field
19
Google Glass - http://www.google.com/glass/start/

20. In game users wearing Google Glass will be able to
stream content to the jumbotron or your TV, giving fans
a first hand perspective of the action
http://blog.ted.com/
20
USA Today - http://www.usatoday.com/story/tech/columnist/shinal/2014/06/26/google-glass-app-to-change-sports-fan-
experience/11422667/

21. Google Glass app “Skybox” overlays stats, graphics and video as
you watch the game to make sure you don’t miss anything if you
look away from the action
http://www.apx-labs.com/
21
Skybox - http://
www.apx-labs.com/
products/skybox/

22. RFID wristbands will continue to evolve the stadium experience by
storing ticket info and checking fans in on social media.
http://www.adweek.com/
22

23. RFID wristbands can also be worn by athletes to give fans even
more information on player movement, stats and action on the
field
23
Spartan Race RFID Example -http://www.spartan.com/

24. Wearable tech is breaking ground in sensory response with the
“Alert Shirt,” which engages fans by giving them the emotional
and physical feel of the stadium, regardless of where they reside
24
Alert Shirt - http://wearableexperiments.com/alert-shirt/

25. • E-Commerce / Mobile Payments
• Parking Apps
• Self-Serve Concessions
4
EFFICIENCY
25

26. 26
RFID wristbands can link to your credit card information,
simplifying food, drink and merchandise purchases
NY Times. Disney Example - http://www.nytimes.com/2013/01/07/business/media/at-disney-parks-
a-bracelet-meant-to-build-loyalty-and-sales.html?pagewanted=all&_r=0

27. Traveling to the stadium is easier than ever before with parking
apps that let you purchase and guarantee parking in advance to
ensure that you always have the perfect tailgate spot
Parking Panda: http://www.parkingpanda.com 27

28. The 2014 MLB All-Star Game at Target Stadium in Minnesota
was the first sporting event to feature self-serve beverages
http://www.cnbc.com/
28
http://www.ipouritinc.com/
http://www.draftserv.com/

29. • Clean Energy
• Recycling
• Transportation
5
SUSTAINABILITY
29

30. Environmentally conscious fans, especially Gen Z, expect
stadiums and teams to promote sustainable practices
30
Source: Unilever Project Sunlights How Children Inspire Sustainable Behavior
in Adults, August 2013; JWT Intelligence

31. Programs such as “NHL Green” encourage and help fans recycle
after tailgating events and promote food recovery initiatives to
redistribute prepared but unsold concessions to local shelters
http://www.nhl.com/green/report/
31
http://summit.greensportsalliance.org/
http://www.nhl.com/ice/eventhome.htm?
location=/nhlgreen

32. FIFA recently launched a number of on the ground
environmental programs to help offset the carbon footprint left
by fans travelling to the World Cup from outside of Brazil
http://www.fifa.com/
32
FIFA: http://www.fifa.com

33. START THE NEXT TREND
WITH SME
33
SME Inc.
O 212.924.5700
F 646.439.9071
www.smebranding.com
Zach Kelly, VP Brand Strategy
Zke l ly@smebranding.com
What are you waiting for?

34. SOURCES
Ad Week: http://www.adweek.com
APX Labs: http://www.aps-labs.com
CNBC: http://www.cnbc.com
Experience: http://www.expapp.com
Fast Company: http://www.fastcompany.com
FIFA: http://www.fifa.com
Microsoft: http://news.xbox.com
MLB: http://mlb.mlb.com
NHL: http://www.nhl.com
Parking Panda: http://www.parkingpanda.com
Sporting Innovations: http://www.sportinginnovations.com
Sporting News: http://www.sportingnews.com
Tech Crunch: http://techcrunch.com
TED: http://blog.ted.com
Wearable Experiments: http://wearableexperiments.com
NY Times: http://nytimes.com
34