How Brands Win in the Moment: Lessons from Live Sports

[00:00:00] Brian Quinn: In June, the biggest sporting event of the year kicks off when the World Cup comes to North America. I’ve had the chance recently to sit down with marketers deep in the planning live on stage at AppsFlyer’s Mama San Francisco Conference. Welcome to Home Screen Advantage. My name is Brian Quinn, President and General Manager at AppsFlyer.

[00:00:26] Brian Quinn: Live sports are the ultimate stress test for modern marketers. When millions of fans are buying tickets, watching games, checking scores, jumping into social communities, we see a collision of attention, intent, and action that almost always starts on the mobile device. And these moments aren’t just for sports brands, whether it’s the Super Bowl, the Olympics, the World Cup.

[00:00:51] Brian Quinn: These are cultural tent pole moments. Where all brands should be able to lean into for this conversation. I’m joined by Matt Ferrel from TickPick, Vincent Eterlet from Fubo, and DJ Capobianco from Reddit. Here is my live conversation from Mama San Francisco with Matt, Vincent and DJ. 

[00:01:13] Brian Quinn: Okay, so, um, before we get into this, uh, I’d love to hear from each of you briefly.

[00:01:18] Brian Quinn: What, what, what is your, what is your role in the company? Um, name and role and, and then we’ll get into it. 

[00:01:23] Matt Ferrel: Cool. Uh, Matt Ferrel. Uh, I run marketing and partnerships at TickPick, which is a ticket marketplace. Um, and so that includes performance, marketing, team partnerships, and all of the, the, the fun stuff around the brand for, for our, our work.

[00:01:39] Vincent Eterlet: Hi everyone. Uh, I’m Vincent. I work at FuboTV. FuboTV is a subscription, uh, TV streaming service. Uh, we are available across web, mobile, and connected device. And I run, uh, the user acquisition on everything apps. 

[00:01:54] DJ Capobianco: Awesome. And my name’s DJ Capobianco. I look after Reddit’s, North American Commercial Insights Practice.

[00:01:59] DJ Capobianco: So we look at our first party data and third party data to help marketers make best use of the whole platform to achieve their goals. 

[00:02:06] Brian Quinn: We’re gonna talk about mobile and apps, but it different layers of, of live sports, if you think about it. So Reddit communities, talking Fubo entertainment, you know, you know, watching these, these, these games and matches.

[00:02:17] Brian Quinn: And then TickPick, actually the offline purchase commerce sort of layer of that. So, um, we wanna talk about sports and sports moments, live sports for in the context of marketers, but from these kind of different angles. And it’s a big year in sports. We have World Cup coming up in this country in the summer, but I wanna focus the conversation on Super Bowl.

[00:02:39] Brian Quinn: Right. A lot of planning for Super Bowl major, major event, major audience, big part of the, the annual strategy. And so what I’d really love to hear is when there’s an event like this, which is very, very high stakes, a lot of expectations on the business, I’d love to hear the inside, uh, you know, version of this story.

[00:02:59] Brian Quinn: Um, what worked this year for you in your Super Bowl strategies, maybe what didn’t? But let’s get into sort of the, the, the inside the scenes. So I’m, uh, I’m gonna start with you.

[00:03:12] Matt Ferrel: Yeah. Um, we’re an interesting one with Super Bowl. Some people are marketing because it’s obviously an attention based, um, cultural tempo moment. We actually sell Super Bowl tickets. Um, and so what was formerly 20% of the revenue of the business, which was the Super Bowl, uh, has become thankfully, uh, less a percentage, but a, a big focus for us is.

[00:03:33] Matt Ferrel: In a marketplace setting, you’re hoping that the transaction moment from a product perspective is as frictionless as possible, almost to the extent that you forget the brand that you transacted with, and it just lets you access the event itself. What we’re trying to do and what we tried to do for this year and years previous is.

[00:03:51] Matt Ferrel: Be, uh, talk to the fans through the lens of a fan. So there’s the transaction moment, but then also like, how does TickPick, interact, engage and inform the fan, uh, on information that’s actually relevant to them. When should we buy? What’s the best teams in terms of what would be the cheapest ticket?

[00:04:08] Matt Ferrel: What’s the most expensive ticket? What’s the best ticket for value? So. Uh, a big focus for us is to try and pull ourselves out of just the commerce moment mm-hmm. And into the connection moment, speaking the fans’ language. So whether that be through data, whether that be through social and, and sort of the communities aspect like, like Reddit will talk about.

[00:04:27] Matt Ferrel: But, um, yeah, that’s been a, that, 

[00:04:29] Brian Quinn: did that work, that worked well this year? 

[00:04:31] Matt Ferrel: It did. We, we had, you know, from a social’s perspective, and, and a lot of our work is through newsletters and data. You know, we had probably 700 hits in terms of. Press hits from a, from a proce per, from a pricing perspective, we occupy about 48% of the share of voice in terms of Super Bowl.

[00:04:49] Matt Ferrel: When it talk comes to like tickets and, and it’s punching way above our weight class from a market share perspective. Yeah. So you, we just try to interject and, and enter our, the conversation where we can Yeah. Leveraging the information that we have, which is ticket price data. 

[00:05:01] Brian Quinn: Got it. Vincent, what was your experience with the Super Bowl?

[00:05:04] Vincent Eterlet: Well, it was pretty easy this year because we decided not to advertise it, um, for uh, a lot of different reason. Um, and one of the reason is first, like we know that user who wants to watch the Super Bowl, we’re gonna come on their own, on our platform. Um, and the second reason is retention is the last game of the season.

[00:05:22] Vincent Eterlet: Uh, last game of the, the football season until, um, next August, September. Um, so we knew it was like gonna be poor retention and to be able, like to have, uh, like good quality subscriber was a good LTV. We would need like to have like the cheapest user acquisition, uh, on those user at, at the trial, um, ever.

[00:05:41] Vincent Eterlet: So we decided like just to not advertise it and even without advertising the Super Bowl, we did end up spending some money. It was really interesting this year. Just before the Super Bowl, the day before, like our entire team, uh, put like really low deli cap on all of our campaigns, that group. And when we’re talking low deli cap, they were like between like 100 to $500 just to try like to go dark without, uh, shocking too much the algorithm and on some of the platform to surprise.

[00:06:07] Vincent Eterlet: We discovered on Monday morning that we spend over like 10 to $20,000 on some of the campaign. So even by not wanting to advertise this year, we end up, uh, advertising the Super Bowl. 

[00:06:17] Brian Quinn: And are you happy with that decision? 

[00:06:18] Vincent Eterlet: Mm-hmm. Yeah, we were really happy, um, because a lot of user came, came on their own.

[00:06:23] Vincent Eterlet: Yeah. And exactly like we predicted. Uh, they didn’t stick. That was like one of the lowest retention events. Four 

[00:06:28] Brian Quinn: DJ what was your experience? 

[00:06:30] DJ Capobianco: Yeah. You know, at, at Reddit? Um, it’s interesting because obviously the Super Bowl is a huge moment culturally. Uh, we had almost a half a billion views of, of, uh, super Bowl content on the day of the game.

[00:06:41] DJ Capobianco: Um, but for Reddit and its community structure, that conversation is happening all the time. Like we, we call it the fandom flywheel where, um, there’s activity kind of your, your conversation about the game, but then there’s also everything that happens before which brings more people and afterwards. So from, from us and my team, I have the pleasure of looking after, uh, some tooling that we have, uh, which is, uh, the insights tool powered by community intelligence.

[00:07:05] DJ Capobianco: So we get to look at all the different communities conversations. And, uh, my team’s role is to really provide, uh, that context to marketers who want to. So, um, this is our first Super Bowl. Having that tool in place, we, we launched it last can, uh, and it’s, it was really helpful for, to be able to make sure that our marketers in different categories could get to the most relevant parts of the platform.

[00:07:24] Brian Quinn: Hmm. Is the Super Bowl, uh, or any live sport, is it like, how significant is it in your, the strategies that you share with your customers? Because it’s your, you’re kind of, you know, building community before, during, after. Is it, is it even that big of a deal? 

[00:07:37] DJ Capobianco: Well, I think relevance is really what we wanna shoot for here.

[00:07:39] DJ Capobianco: And, um, I, you know, uh, I spent a long time at a, a, uh, a different social platform that had a timeline and lots of hashtags. And I think like there’s, there’s a, there’s a framework I think for social marketing that, uh, really emphasizes the day of, and that’s certainly really important. Yeah. But, but red is about community and, and communities are about like, shared connections over time.

[00:08:00] DJ Capobianco: Yeah. So for, for marketers that are ready and equipped and able to jump in. Awesome, great. There’s lots of solutions and ways to be creative, but for marketers where that’s not the business and doesn’t make sense, maybe it’s smaller, maybe it’s a different type of conversation. There’s also options to do that.

[00:08:15] Matt Ferrel: That’s an interesting, like consumers, there’s all this conversation around FOMO and like. Going out and experiencing things for the fear of not being part of the cultural conversation. Right. Marketers feel that way as well. Right. And like the avoidance of marketing FOMO of like Super Bowl’s happening, we’ve gotta participate.

[00:08:32] Brian Quinn: Yeah. 

[00:08:33] Matt Ferrel: Like that can bite you way harder than it can be a benefit. 

[00:08:36] Brian Quinn: Yeah. 

[00:08:36] Matt Ferrel: Like, like to your point, the LTV and the retention rates, like we, we even as a seller of tickets for the Super Bowl struggle with the idea of the investment in that event itself because the payout often is so poor. 

[00:08:50] Brian Quinn: But you’d still have FOMO if you, if you didn’t invest.

[00:08:53] Matt Ferrel: Yeah. 

[00:08:54] Vincent Eterlet: Like for us, the FOMO this year was, oh, we didn’t see a lot of installs. Like we were not in the top 20 or the top 10, like most downloaded like entertainment apps. 

[00:09:03] Brian Quinn: Yeah. 

[00:09:04] Vincent Eterlet: So that was the fomo, but at the end, like install is just a vanity matrix, so. 

[00:09:07] Brian Quinn: Right. 

[00:09:07] Vincent Eterlet: We’ll leave without it. And, 

[00:09:09] Brian Quinn: but it sounds like you guys have this discipline, so you might have the fomo, but you have the, the underlying discipline to know.

[00:09:13] Brian Quinn: This is what we’re trying to do last game of a season, the retention isn’t gonna be there. And that’s kind of like the, the calm, kind of like professional decision that you’re making under, under 

[00:09:21] Vincent Eterlet: the, yeah, because at, at the end of the day, uh, if we felt like to get those subscribers, we’re not generating revenue and then we’re just getting like less money for our next user acquisition campaign.

[00:09:30] Vincent Eterlet: Uh, while our goal as user acquisition manager managers to get the most budget to then like, take wise decision to get them the best subscribers and then get even more budget. So it’s just like a, a really virtuous circle. So it’s not like. Um, football, like carry, like, almost like pretty much every major sports event and we have to make a, a deep cut at one pumps.

[00:09:49] Brian Quinn: Got it. Okay. So let’s shift the conversation and talk a little bit more about consumer behavior during these, uh, sporting events. Just any sort of like tent pole event. Right. So I think, you know, we talk a lot about omnichannel, we talk about fragmentation. Are these users, these consumers are bouncing to different platforms and different screens.

[00:10:08] Brian Quinn: So I’d love to understand, you know, how you see that. Vincent, I’ll start with you. You know, how, how does your business kind of see that? How do you manage that? How you take advantage of that, uh, that, that movement of users?

[00:10:21] Vincent Eterlet: Yeah, so the, the business, the viewership, the user acquisition has changed so much over the, like the, the last five years and haven’t accelerated like in the last two years. Um, so as mentioned, football is available on apps, Roku, Amazon Mobile, iOS, uh, web, and no, depending on the sports, the content, um, we’re seeing like user having different behaviors.

[00:10:44] Vincent Eterlet: Um, so for example, you take soccer, uh, with Champions League is uh, is really like, uh, around like 3:00 PM uh, on the East Coast time. User will watch that on their phone because they’re either at work or somewhere like, not actively in their living room. While football people will be at home on Sunday. So then they will want to, want to watch it like on the, on the bigger device.

[00:11:06] Vincent Eterlet: Um, but at the end of the day, like what we noticed is no matter what the differences between those user, like out there, uh, viewing the content is the acquisition always starts on mobile. Uh, we always see the user either seeing an ads on CTV or an ads on the big screen or somewhere else, but then the action of installing the app or making their research on mobile web.

[00:11:27] Vincent Eterlet: Uh, then translate to a, to a signup on via mobile app or, or mobile web. And then later the user goes somewhere to to, 

[00:11:34] Brian Quinn: mm-hmm. You had mentioned in a previous conversation, sort of like late game, kind of like, you know, viewers actually retain better. Did I get that right? 

[00:11:43] Vincent Eterlet: Yeah. So, uh, so this, this one is a fun stat because, so what we noticed is during the game, for example, we’re gonna take a whatever, like football or, um, or, um, baseball or soccer, like.

[00:11:55] Vincent Eterlet: If the game is boring, we’re not gonna see a peak of user acquisition. This actually like, really changed in the past years where we’re just like doing our campaign before the event and then a little bit during the event. But no, most of the, the, the user acquisition is like just slightly before the event, like really a couple hours.

[00:12:13] Vincent Eterlet: And then during the event, if the game is interesting, during off time we’re gonna see a spike of sign up and downloads. Uh, and then in the last few minutes if the game is even more interesting. We’re gonna see a new spike of downloads. And so what we noticed is that later spike of user, were just like watching for the last few innings or the few second of the games.

[00:12:33] Vincent Eterlet: Uh, they watch what’s happening and then without really caring about the results, like continue their subscription because they arrived such as the last minute, such in a mood like to find the service and they were happy with the service. Uh, towards like those final moments, uh, that then they, they stick with the product and that at least do a one or two payment.

[00:12:50] Brian Quinn: Wow. 

[00:12:51] Matt Ferrel: That’s actually an interesting, like we see the same thing on actual ticket transactions. 

[00:12:55] Brian Quinn: Okay. 

[00:12:56] Matt Ferrel: Um. I’d be interested to see what the sort of long-term retention metrics are. I haven’t looked into it, but we keep tickets on sale, specifically for the Super Bowl’s. A good example, I mean, I think most people wanted to go to a bad Bunny concert, but um, they’re selling tickets through the first quarter, second quarter for the baseball season.

[00:13:12] Matt Ferrel: We keep the, 

[00:13:13] Brian Quinn: For the Super Bowl?

[00:13:14] Matt Ferrel: Oh, yeah. They’re waiting in the, I mean, for Taylor Swift, when tickets were $4,000 a ticket. 

[00:13:18] Brian Quinn: Yeah. 

[00:13:18] Matt Ferrel: People were tailgating waiting for the prices to go down. You’d hear the first song. 

[00:13:22] Brian Quinn: Yeah. 

[00:13:22] Matt Ferrel: And then all of a sudden tickets would plummet and you’d be like, I. Listen, it’s a three hour concert.

[00:13:26] Matt Ferrel: Wow. I can go to two hours of it. Um, and so people are, I mean, that’s a consumer model that I think is probably trained from people reading on Reddit or some sort of like consumer and then like watching it, going to it, like everyone’s waiting to make sure it’s worth it. Mm-hmm. The va, like the worth part is important.

[00:13:43] DJ Capobianco: Mm-hmm. Yeah, absolutely. I mean, o one thing that’s really interesting about Reddit is, of course it is a place where there’s lots of conversation, but, um, I, I think lots of folks in the media space like to draw a circle and say that they’re in the intersection of search and something else. Um, but I really think that, that it’s authentic when we, when we think about Reddit, um, to, uh, Reddit is added to a Google search 250 times a second.

[00:14:03] DJ Capobianco: Um, kind of bonkers volume there. And a lot of that activity as it relates to sports is planning for how and when to watch. Where is it available? I would say maybe that’s a little bit less the case from Super Bowl, but when we think about things like World Cup or Olympics, um, coming up with opportunities to either watch yourself or watch with others is another place where brand marketers can jump in.

[00:14:22] DJ Capobianco: Uh, because there’s some long, uh, some early signal about what folks intent is. 

[00:14:27] Brian Quinn: Do you think much like these guys are talking about, like, like the. The, the, the, the time in the event itself, the, like, do, do you advise on different strategies here? You see different insights within the, 

[00:14:37] DJ Capobianco: you know, I, I, I know that the phrase it depends really is, is a bummer of a phrase, but Yeah.

[00:14:41] DJ Capobianco: You can’t say that on a Absolutely. Yeah. Yeah. I know. The, the thing is that, um, what’s, what’s great is that you can come up with a solution that makes the most sense for you. Um, there are absolutely some of our premium partner brands where if they are not owning the moment that that is a failure. But like we have a really lovely long tail business where we’re able to also work with.

[00:14:59] DJ Capobianco: You know, uh, mid-market B2B companies who might be, who want to be relevant to buyers and decision makers who also love sports. ’cause people show up to the platform not just as a customer, but also as a human. Uh, and there’s, uh, that can something that might be about planning right there, there are opportunities to go to go longer there.

[00:15:17] Brian Quinn: So what about the halftime show? There’s a lot of like, uh, opinions afterwards of the, of the halftime show and seemed to, you know, split. Split the, the country in terms of like, you know, was it, was it, was it good? What did you, what did we learn about that? Any interesting insights or, or signal from the business?

[00:15:32] DJ Capobianco: There’s over 20,000 communities talked about Super Bowl on the day of. Um, and so when we think about that scale of opinion, that really speaks to the fact that there is no one kind of God algorithm in the middle, right? This is, um, communities are different from audiences. Communities have shared understanding.

[00:15:50] DJ Capobianco: They shared boundaries and shared rules, whereas an audience might have like a, a shared demographic. So, uh, it also depends, you know, what, what, for a marketer, there’s different ways in, depending on how close you wanna be aligned. If you want to go the cultural route, the entertainment route, or the sports alignment route.

[00:16:05] Brian Quinn: Got it. And Olympics. Were you, were you active during the Olympics? Winter Olympics? 

[00:16:11] Matt Ferrel: We were not, uh, we are a US or North America only platform. But I think, like what I would say is the US winning the gold medal in hockey had a material effect in NHL tickets immediately thereafter. 

[00:16:26] Brian Quinn: Yeah. 

[00:16:26] Matt Ferrel: Um, which was really, it’s, it’s really interesting.

[00:16:29] Matt Ferrel: I mean, you start seeing. You know, and I tell my team this a lot because we don’t necessarily create a product. We’re a two-sided marketplace. Like the phrase I use, it’s a lot easier to ride a wave than to create a wave. 

[00:16:40] Brian Quinn: Yes. 

[00:16:40] Matt Ferrel: Like staying, uh, on top of what the cultural zeitgeist is in that moment. You know, historically Super Bowl performers would happen.

[00:16:49] Matt Ferrel: They would announce a tour. 

[00:16:51] Brian Quinn: Yep. 

[00:16:51] Matt Ferrel: And then you’d see like sales go through the roof of like, that was a great performance. I need to see that person live. And how do you take advantage of those? Really, really quick moments in, in broader culture, right, to affect your business. 

[00:17:05] Brian Quinn: Right. So what did you do? So us men’s win the gold, what do you do now when it comes to NHL tickets?

[00:17:11] Matt Ferrel: Well, we, we bifurcated Canada and uh, US in terms of two different marketing languages because. One was like, congratulations. Yeah. And the other was like, you got second. 

[00:17:21] Brian Quinn: Yeah. 

[00:17:22] Matt Ferrel: But like there’s, uh, which was not like 

[00:17:24] Brian Quinn: That’s a nice way to say it. 

[00:17:24] Matt Ferrel: Yeah. Like you lost Yeah. Here’s a discount code ticket.

[00:17:27] Matt Ferrel: Marketplaces have like a, a bad perception in the market, and so we need to be as closely aligned as we are also fans. 

[00:17:35] Brian Quinn: Yeah. 

[00:17:35] Matt Ferrel: So we should be saying the same things and sharing in the same joy as the fans that we service. Oh, interesting. And so that’s a lot of our language. Socially. That’s a lot of the things that we try to do is like.

[00:17:45] Matt Ferrel: We know that fans of the NHL are watching that game, how do we participate in that conversation, honestly? Yeah. Um, and so that was a big part of it, which was like giveaways, conversations, celebrations, you know, throwing certain parties. So it, it was, it’s a fun way to flex the marketing muscle of really quick action.

[00:18:05] Brian Quinn: Yeah. But, 

[00:18:05] Matt Ferrel: but 

[00:18:05] Brian Quinn: you don’t know who’s gonna win. So you don’t know if you’re even gonna be talking hockey after the Olympics, 

[00:18:09] Matt Ferrel: but you know someone’s gonna win and you know, someone’s excited. And how do you cater to that excitement and how do you cater to the disappointment of the auto other audience?

[00:18:16] Brian Quinn: There’s a lot of folks in the room across different kind of categories. We’ve got like health, we’ve got FinTech, we got e-commerce. And so, and I think, you know, all of them will look at tent pole events from a, from a, from, you know, their own perspective. So we have, um, world Cup upcoming in North America.

[00:18:32] Brian Quinn: And I’d love to sort of, um, you know, hear from you maybe just at the start, you know, how are we, how are, how are each of your business sort of approaching it? 

[00:18:42] Vincent Eterlet: This World Cup, uh, is gonna be really interesting because first there’s a lot of teams, uh, and it’s gonna be like a month and a half of soccer in North America.

[00:18:51] Vincent Eterlet: So we are treating that event Exactly. If it was like sort of a mini season. Um, if you may, um, because for us, so as mentioned, we’re not advertising the Super Bowl because it’s the last game of the year, but when it’s the first game of the year of the, the NFL week one, that’s first Sunday, it’s where we are willing, like to take the risks to increase like our cost of acquisition.

[00:19:12] Vincent Eterlet: Mm-hmm. Because we know like. Most of the user were coming. Even if it’s expensive, those users are most likely gonna do their first payment and then probably stay until the end of the season with like six to seven months of football. And then if our CRM team and acquisition team, we did a good job, we can move those user to another sports like hockey or maybe baseball.

[00:19:32] Vincent Eterlet: Mm-hmm. Or wait for, um, more entertainment. So here, like to have, like the opportunity to have, uh, a competition, uh, that is gonna be more than a month and a half. Uh. On, uh, in the US and Canada and, uh, and Mexico, but in the same time zone, we’re treating that exactly as a season. So we’re gonna start really strong, uh, at the beginning to try to get as many as customer as we can.

[00:19:54] Vincent Eterlet: Mm-hmm. Even if it means they’re a little more expensive in the hope, they’re gonna stay at least for that first month’s tournament. Um, and then, uh, and then we’ll see. 

[00:20:03] DJ Capobianco: Yeah, absolutely. I I, right now the team is focused on finding the relevant areas for each marketer, um, to speak for us globally, global platform with tons of global growth.

[00:20:14] DJ Capobianco: I have the pleasure of looking after North America where there’s maybe a little bit less engagement with, with soccer. And so, uh, what we have been really focused on is finding those opportunity areas in, as an example, um, there’s a ton of conversation around the kit. Like almost from a fashion perspective, right?

[00:20:30] DJ Capobianco: Mm-hmm. And that is a really relevant angle that’s very accessible for lots of marketers. 

[00:20:34] Brian Quinn: Yeah, I bet. 

[00:20:35] Matt Ferrel: I think for us, again, it’s looking at it from the fan perspective and the reality is like we are both party to the expense of the tickets, but also trying to support fans that want to attend or participate in the cultural element of it.

[00:20:49] Matt Ferrel: And so we kind of find ourselves in this weird pulling ourselves apart moment, which is like, certainly it’s great to participate at a thousand dollars ticket. As a marketplace that takes a margin off of that transaction. Yep. But what we’re also realizing is we, we’ve recently acquired a primary ticketing business, and so not only are we our ticket marketplace, we can originate and, and build events that ourselves.

[00:21:11] Matt Ferrel: We’re working with bars and most local municipalities to ticket watch parties. So if you can’t afford the price of the ticket, you can still participate in the event in a meaningful way or in a community that’s. Celebrating the actual event itself. So we’re trying to cover it from a 360 perspective.

[00:21:28] Matt Ferrel: Yeah. Which is, sure you can go to the game, but we can also ticket, you know, there’s Tom’s watch bar, there’s a, you know, so many local bars that’s like, we should ticket these events themselves. And those that are watching watch party or buying watch party tickets should also have some sort of benefit to go to the games themselves if they can.

[00:21:45] Brian Quinn: Very interesting. 

[00:21:46] Matt Ferrel: We’re just trying to build it from the ground up a bit at the front. 

[00:21:48] Brian Quinn: Okay. So very quick, I wanna hear it kind of rapid fire. What should the audience not do, upcoming. Vincent?

[00:21:59] Vincent Eterlet: So for the upcoming World Cup? 

[00:22:01] Brian Quinn: World Cup.

[00:22:01] Vincent Eterlet: What they should not do. So, uh, what’s gonna be really interesting about that World Cup is you’re gonna have so many teams again, and so many nationality in the US so you can really address like a specific message to each member of, like, community or their, their teams or like, so it’s gonna be really interesting.

[00:22:22] Vincent Eterlet: To do like specific message and not like, just do a generic message like watch the us Okay? ’cause then you’re gonna lose a massive audience because yes, people are gonna be intrigued. The, the casual soccer fan and the non soccer fan are gonna be intrigued to watch the World Cup, uh, to watch, to support the US team.

[00:22:36] Vincent Eterlet: But in the US you have like so many communities, so many like different nationalities. Uh, you have Argentina, Colombia, Mexico, uh, that they’re gonna be. Like, you will need to address them, like in, in a way, uh, to, to cap their, their attention to be, to be able to convert them as a, as a user on your app. 

[00:22:54] Brian Quinn: All great.

[00:22:55] DJ Capobianco: Yeah. Uh, don’t wait. It’s happening already and it will be happening. Um, and then the other thing, uh, is, is uh, give to the communities that you’re irrelevant to. You add value by either, by being helpful, making people feel seen or connecting them to some kind of experience. 

[00:23:09] Brian Quinn: Okay. 

[00:23:10] Matt Ferrel: I would say don’t use your generic messaging as well.

[00:23:12] Matt Ferrel: I mean, I know it’s already, but like. Connect to the fans. These, there’s a passion for the sport. Try and figure out what the passion of the sport connects to with your business. Yeah. And make a clearer communication in the marketing message there. 

[00:23:23] Brian Quinn: Okay. And then last questions, not sports. So there are folks in the room, advertisers in certain categories.

[00:23:29] Brian Quinn: That this is not a big topic, it’s not a big part of their strategy. So they might have a Black Friday event, uh, you know, this fall. They might have other sort of events in three year, translate some of your, you know, best insights from live events into a non-sporting event. Give, give some advice. 

[00:23:46] Vincent Eterlet: Um, so one of the things that we’ve seen in the, in the, this year and and accelerating continuously is we need to watch our campaign in real time, though.

[00:23:55] Vincent Eterlet: Uh, and we are like being, like when we have like those big sports event. Uh, and same for Black Friday, because we do have some promo, uh, we need to watch like those campaign like almost like 30 minute per incremental or 30 minute during the day until we exhaust the budget and we call it the day. Yeah. Uh, it’s been a, a real interesting journey, uh, to see how much we can spend and fast.

[00:24:14] Vincent Eterlet: No. 

[00:24:15] Brian Quinn: Okay. 

[00:24:15] Vincent Eterlet: We have to be really careful about, uh, the digital acquisition cost. 

[00:24:19] Brian Quinn: Got it. 

[00:24:20] DJ Capobianco: Yeah. Uh, um, everybody should, uh, convert their Reddit account to Reddit pro. It comes with listening tools. It can show you where the conversations are happening. You can go back in time and figure out what’s most relevant for you.

[00:24:31] Brian Quinn: Oh, cool. Historical. 

[00:24:32] DJ Capobianco: Exactly. Nice. So you start to plan for those moments. 

[00:24:34] Brian Quinn: Great. 

[00:24:35] Matt Ferrel: I think from my perspective, the like philosophical approaches, these large temple events from sports and entertainment are sort of like the last tribal experiences. It has these really high moments of community connection.

[00:24:47] Matt Ferrel: And even in the high moments of community connection or attention, try and find the consumer or like human truth in the marketing that you’re doing. Yeah. Because it’s the one moment where everybody gets together looks at some sort of singular point. 

[00:24:59] Brian Quinn: Yes. 

[00:24:59] Matt Ferrel: And your message will resonate if you can connect to them.

[00:25:03] Matt Ferrel: In a more human level rather than a more marketing and performance level. Right? So try and find the deeper connection in the language that you use in these, these tent pole moments. 

[00:25:11] Brian Quinn: I like that guys. Thank you very much. 

[00:25:13] ALL: Thank you. Yeah. Yeah. Thank you.