This transcript has been lightly edited by AI
Sean: Yeah, and the important thing there is, again, from the discussions at SEAT London and the panel I had with Richard Ayers, we did discuss on our panel the importance of targeting those different fans. You can't just always be targeting… I used it in SEAT Miami. I used David Puddy from Seinfeld as the hardcore fan with the face paint on. You can't keep going to the David Putty's of the world. Vine allows you to get some of those casual fans. Who knows? It might get that fan more engaged with the 49ers, might then lead to another part of your role and getting people to download the app or consuming more content or tuning in on the TV, because they're all goals for you in the end. That's the opportunity, when you have a set strategy around a specific platform, that can get some wins. It's really valuable.
Scott: It gets you outside of just wins and losses. Sports teams, I think, will always be dependent on record and team performance, and those are things, as somebody who does digital and social media, you have zero impact on, but you also have to communicate your message to fans, even if that's after a loss, and it's a negative time of the year or negative time in your team's news cycle. Those are ways that you can still create compelling content.
I think you have to be able to… I always say you have to be able to capitalize on wins when they happen. In the NFL, we have 16 games. But if you look towards the other leagues, even… I loved what the Philadelphia 76ers did for their first win. They just embraced it. They'd gone so many games without getting their first win. But just kind of laugh at yourself. Have fun with it. Make it a big deal when that happens. I think just kind of being open and transparent and just creating good content… I think fans are gonna respect that, and they're gonna open up to it. You're gonna have more opportunities for those wins. They may not come as often when you're not successful on the field, but you really have to be able to set up and capitalize on them, and 40-Viners was definitely something that we were able to utilize for that as well.
Sean: Yeah. Brian's writing jokes about the best marketing strategy is winning a World Series. Right? The lucky thing for him is that they keep winning.
Scott: Yeah, keep doing it, Brian.
Sean: But the thing is it's a matter of getting your team, both your team internally but also your fans, ready for when that opportunity happens. We talked earlier at lunch around how the NFL is such… It's event every game, and it's an event. It can be a touchdown run or a two-minute drill, come back… They are massive events that your team… By putting out the right content, putting out the right tone, on the right network, can… The fans just want to be part of it. So it's a matter of training your fans for that moment to go, “This is the moment, guys. Go,” whether it's re-Vining, whether it's re-tweeting, whether it's using a hashtag, or whether it's taking a selfie when you're on the field. That's what we do every day. You got to try to train those fans to do exactly what you want.
