It’s been a number of months
since Major League Soccer launched its new digital platform, Golazo!. In short, Golazo! is a social content
aggregator based around specific MLS games.
A feed of stats, highlights and social media posts are all aggregated to
a single dashboard for each game. Fans can
follow along with the game, see highlights and stats but also see Twitter and Instagram
postings from fans at the game. This
creates a viewing experience where fans at home can see the objective facts and
highlights of the game alongside the subjective comments of fans.
The concept of Golazo! is interesting,
but there is a question of whether people will go to Golazo! in order to
consume social content surrounding games as they watch them. If this is the case, Golazo! and other platforms
that act as social media aggregators may find traction with advertisers. Creating a platform where super fans can interject
themselves into the conversation surrounding a game is extremely interesting and
has the potential to elevate the game viewing experience (at home and maybe
even in the stadium given technology capabilities). Advertisers may want to be associated with
this experience, and it may make sense for this association to go far beyond
banner and display ads. Golazo! presents
an excellent opportunity for an advertiser to own a content medium instead of
simply passively advertising on a site.
For the right price, advertisers can “own” Golazo! by branding it under
their name. This goes beyond a simple ad
to really interject a brand with something which stands to be a major facet
of the game experience for certain fans.
This angle for Golazo! extends to
all similar platforms. Possibilities for
advertisers to move beyond passive ads to ownership of content should be explored
whenever possible. It provides
advertisers with a much more powerful way to advertise, truly engaging fans and
gaining an association with a powerful fan tool.
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