LOUISVILLE BATS ENGAGE MILLENNIAL FANS WITH SNAPCHAT

Bats utilize the popular photo and video app to provide customer service to fans and improve its brand image on social media

By: Josh Kracoff

Editor’s Note

Dear Faithful Readers,
Each day, it seems like social media becomes more and more important to how we interact with our fans. With the millennial audience using social media as one of their main means of communication, it’s important that we adapt our social media strategies and how to effectively communicate with them across these channels.

This week we wanted to share a story about how a team used social media to help with an important aspect of the fan experience: customer service. The Louisville Bats set out to increase their engagement with millennial fans through Snapchat and saw great results while finding a new way to provide better customer service that fits the way millennials engage with each other.

Cheers,

Ashlee Tsukushi
Marketing & Communications Manager
ashlee@sports-forum.com

P.S. – Don’t forget to stay engaged with us on social media! Follow @NatlSportsForum on Twitter and Instagram and like us on Facebook!   

PROGRAM TITLE

Louisville Bats “Snapchat” Campaign

OBJECTIVES

Entering the 2017 Minor League Baseball season, the Louisville Bats marketing team was searching for new and exciting ways to increase the team’s brand awareness and improve its image on social media. After taking a closer look at its various social media platforms like Facebook, Twitter, and Instagram, the team noticed one thing that it lacked: interaction with the millennial generation. Identifying Snapchat as the up-and-coming social media platform to engage millennials, the Bats seized the opportunity to maintain a positive brand image and increase its follower base by catering strategically to the needs of the millennial demographic that Louisville was targeting.

PROGRAM DESCRIPTION

In order to engage their fan base in the most effective way, the Bats utilized a variety of Snapchat’s features to offer an interactive experience that was unlike any other. The team’s first order of business was to build up their following, which they was able to do by strategically placing Snapcodes—a small icon that is unique to each user and can allow the account to be added simply by taking a picture of the code—around the ballpark and routinely displaying the code on the stadium’s video board for easy accessibility. Furthermore, the Bats’ marketing team purchased a pair of Snapchat Spectacles—sunglasses that allow video recording with a small camera above the lens—that players were able to wear during batting practice so fans could see the field through the players’ eyes. Fans were also provided with a “behind-the-scenes” look into various aspects of the team and organization such as player interactions, dugout celebrations, and exclusive press box access that could only be viewed from the Bats’ Snapchat account. Throughout the season, the social media team was able to showcase the atmosphere of the ballpark through the eyes of the fans as well. From eating ballpark fare to starting the wave, highlighting a genuine fan experience was an emphasis of the Bats’ Snapchat initiative that attracted a large viewing on its account.

Perhaps the biggest focus of the Bats’ revamped activity on Snapchat was on providing its followers with a consistent means of interaction. Seeing how eager fans were to reach out to them, they used Snapchat to help provide better customer service to the fans. As the Bats gained more Snapchat “friends” over the course of the season, fans were able to recognize and take advantage of a unique opportunity to share their ballpark experiences and send photos directly to the Bats’ Snapchat account. Furthermore, fans were able to “snap” questions, ranging from locations of food stands to inquiries about ticket prices, with the team placing an emphasis on immediate and friendly replies to express their appreciation. Rather than simply providing customer service by answering fans’ questions throughout the game, the team presented a more interactive medium to communicate that catered to the needs of its younger fan base, thus achieving its goal of effectively engaging the millennial demographic.

PARTNERSHIP

In the offseason, the Louisville Bats teamed up with Social Media professor Dr. Karen Freberg of the University of Louisville Communications Department and students in her social media classes to gain valuable insight into social media practices of the millennial generation. The partnership provided the Bats’ marketing team with valuable market research and helped them to develop an understanding of how to improve their overall digital marketing strategy.

RESULTS

With an 800% increase in their Snapchat following from the start of the season to their final game, the initiative proved to be a tremendous success for the Louisville Bats. The rapidly-expanding follower base has led to a rewarding growth in social media publicity and fan engagement, as well as the luxury to generate new sponsorships and enhance existing ones as they continue to search for innovative ways to engage their fan base on a digital level. As Tony Brown, Director of Digital Marketing & Design, observed, “Snapchat is the perfect fit for Minor League Baseball. It’s a unique marketing platform that provides our team with a medium to be engaging, creative, and different. Our results are a positive sign that our investment in Snapchat is working.”

LOOKING AHEAD

The Bats will continue to utilize Snapchat in their overall marketing strategy for future seasons, as it provides the team with an opportunity to expand their reach, enhance sponsorship packages, and generate new revenue. Through giving fans a unique and engaging digital experience, the Louisville Bats have paved the way for future success and growth for years to come.

CONTACT

For more information, contact:

Tony Brown, Director of Digital Marketing & Design, Louisville Bats
tbrown@batsbaseball.com

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