Cisco Seeks to Engage With NBA Fans With #ConnectedFan Contest Live
Cisco wants to find the most connected NBA fan and they've launched a social media contest to do just that.
NBA fans enter Cisco's Most Connected Fan Contest by posting status updates, photos and video onto their personal social media channels about how they stay connected to the game using both hashtags #ConnectedFan and #contest. The grand prize winner will win tickets to a regular season NBA game and NBA merchandise.Kayla Bruneau, PR Manager at Cisco, described the contest and why the company uses content marketing to ScribbleLive's Engage magazine.
SL: Is this the first year of the NBA's Most Connected Fan contest? If so, why did Cisco decide to launch the contest?
Kayla Bruneau: This is the first year of Cisco's Most Connected Fan Contest. We know that fans are more connected to the NBA than ever before and this will only increase in the future as the Internet of Everything shapes how leagues, teams and venues utilize technology to transform the fan experience. While our Sports & Entertainment Group has done significant global fan research, the contest is an engaging way for us to build rapport with fans and engage them to see the fun and unique ways they’re using technology today.
"The ultimate goal of the contest is to engage with Cisco and NBA’s fans and followers in a non-traditional way," said Kayla Bruneau, PR Manager at Cisco.
SL: What types of entries are you looking for?
KB: So far we’ve received a variety of entries. One fan shared a picture of how he uses his tablet in the shower to watch Warriors games. We want to hear (and see) how technology enables fans to the stay connected to the courtside action -- from any device, in or out of the sports venue. Die-hard fans can get creative when following their favorite teams or players, and we encourage them to share on Twitter.
SL: What are you hoping fans get out of participating in the contest?
KB: The ultimate goal of the contest is to engage with Cisco and NBA’s fans and followers in a non-traditional way. B2B companies often speak to very specific audiences about technical topics. With our technology partnership with [the] NBA, this presented an opportunity to engage with end-users about how technology impacts their everyday [lives].
SL: Cisco is the Official Technology Partner of the NBA. Can you describe what the service involves?
KB: Over the past seven plus years, the NBA has experienced tremendous growth in the consumption of digital media with the help of Cisco’s infrastructure, which allows the league to bring data and video from the court to fans around the world in real time. Innovation is at the core of our new agreement, embodied by a research and development initiative designed to identify ways to use leading edge Cisco products and solutions to enhance the NBA game. In addition, the initiative is focused on employing principles of the Internet of Everything to enhance courtside connectivity within NBA venues.
SL: What are the Cisco's Connected Sports Solutions? Can you describe those services?
KB: Cisco Connected Sports & Entertainment Solutions are in more than 275 venues in 35 countries including at Santiago Bernabeu (Real Madrid), Barclays Center (Brooklyn Nets), AT&T Stadium (Dallas Cowboys), O2 (London), Etihad Stadium (Manchester City), and the Melbourne Cricket Ground. The solutions Cisco is delivering are transforming the live fan experience and driving greater revenue and operational efficiencies. This ranges from StadiumVision, delivering engaging video and digital content to screens throughout the venue; Connected Stadium Wi-Fi, a high-density wireless network that delivers reliable and fast connectivity for fans; and StadiumVision Mobile, the first solution capable of delivering live video, including multiple camera angles, to the latest mobile devices, in a high-density environment with minimal delay.
SL: Has Cisco launched other social media contests?
KB: This was the first social media contest that we’ve launched with a brand such as NBA.
"Content marketing helps us insert ourselves in the larger conversations that the tech industry is having. When we create content in our corporate newsroom, it may not necessarily mention Cisco, but refers to an area we’re focused on. This gives us a position and perspective," Bruneau said.
SL: Why has Cisco tapped into social media and content marketing?
We use our corporate social properties (@cisco on Twitter, etc) to communicate and guide the conversation on the up-to-the-moment news. Through these channels, we interact with media, analysts and other influencers, and it’s where they interact with us. It’s a real-time conversation.
We also recognize that social media is on the front line of communications with news breaking constantly on Twitter, and more broadly, social media. With the elevated and evolving role that social media has taken in communicating with customers, partners, industry influencers and the media, we strive to engage in an ongoing authentic conversation. And, sometimes, that includes having fun.
SL: Can you describe the impact that content marketing is having for Cisco?
KB: Content marketing helps us insert ourselves in the larger conversations that the tech industry is having. When we create content in our corporate newsroom, it may not necessarily mention Cisco, but refers to an area we’re focused on. This gives us a position and perspective.
We have also won numerous awards for our Brand Journalism program on The Network, where reputable journalists submit thought leadership articles on topics that are highly relevant to our social audience.
The contest runs until March 6. Cisco is the official technology partner of the NBA.
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