Our daily lives have gotten to the point where everything is recorded, logged, and shared over the internet. Selfies have now become more common than hydrogen is throughout the universe (which is in fact the most abundant element in the universe), hashtags have expanded to consume more than just tweets and Facebook posts, and our personal lives have become anything but.
While the internet has allowed everyone to upload and catalog every facet of their daily lives, Snapchat has taken things in a new direction. Snapchat is unique in that it allows people to document their mishaps, goofy faces, and achievements, only to allow users to share them with their friends for a brief instance of time.
Not only are short videos supported, but photos can be set (by the sender) for a number of seconds – anywhere from one to 10 seconds. Even though users are capable of screenshotting photos sent via Snapchat, the whole idea is that they are then lost forever, or at least some people hope so.
With the idea behind Snapchat being a bit different than what most social users are used to, it’s interesting to look at multiple ways the app can be implemented into baseball to allow the MLB to better reach millennials.
MLB is launching its Snapchat account tomorrow from the #SpringTraining home of the world champs. Add MLBofficial now!
— MLB (@MLB) February 18, 2014
1. The Young Crowd is the “In-Crowd”
Because Snapchat relies on a system that makes media “magically disappear”, the app’s uses typically vary from social platforms like Instagram or Facebook. So in order for a league like the MLB to take advantage of such a technology, the sport must be proactive.
Not only that, but the average age of a World Series viewer in 2011 was 52.5. This statistic will certainly make Snapchat implementation that much more difficult.
If the MLB has one truly special way to use the app, it’s certainly by way of the MLB Fan Cave. “Cave Dwellers”, as they are called, are genuine mega-fans. Because Snapchat is a truly generational phenomenon and the average age of a fan cave fan is just 30 years of age, the two seemed destined to join forces.
Part of a cave dweller’s job is to watch baseball, interact with players, celebs, and musicians, and create social media content for the masses. One social platform that is not currently required is Snapchat.
Because these cave dwellers basically stir up social conversation for the MLB, why not go after a younger generation by using Snapchat? The quick-pic application could be used as an additional way for dwellers to reach younger fans. And of course, content will vary from other platforms because of the app’s “quick-hit” media.
2. Here Today, Gone in a Few Seconds
Baseball games often have entertainment between innings. Who doesn’t love watching big-headed presidents racing around the field?
During this downtime, scoreboards are often utilized for various reasons. Ballparks often scan the crowd with cameras, typically looking to depict grandpa snoozing or the middle-aged man that has no idea how to dance.
It’s all in good fun. But why not further the crowd interaction? More specifically, why not use Snapchat to reach out to the millennials in the crowd?
Yes, the dancing man with the ZZ Top beard is funny. But by using the scoreboard as a live Snapchat feed, crowd interaction can be taken to the next level. It will let fans choose what they want to appear on the big screen.
Of course, something like this will need to be unveiled with strict pre-screening. Not every snap would be “PG”, so a safe-check system would need to be put in place, just in case.
But something like this could have a big impact. Everyone wants their 15-seconds of fame. Taking the perfect snap and seeing it appear in front of thousands would give fans that feeling.
3. Marketing to the Millennials
Millennials are a bit more conservative when it comes to advertisements. Reasonably, they would rather not have ads thrown into their faces, whether they like the product or not.
This is where an app like Snapchat can “fill the gap”. Snaps are a great way to send a quick-hit message to someone. And if that person isn’t interested, it won’t be shoved down their throat.
Simply enough, the MLB would need to create a Snapchat account. Fans (most likely millennials) would then add the MLB as a friend and vice versa.
Considering the demographic, well-thought-out Snaps can be sent to Major League Baseball’s friend list. It would be a very simple and effective way of marketing to a specific demographic that the MLB desperately wants to reach, not to mention its cost effectiveness.
4. My Story, Shared to Everyone
A great way for the MLB to interact with millennials is through Snapchat’s “My Story” feature. This feature was created following the same guidelines as the rest of the app. The only difference is, the photos and videos added to My Story are compiled to create a narrative that hang around for just 24 hours.
Friends can view the story from beginning to end as many times as they’d like in those 24 hours. Here enlies the potential. Fans love to go behind the scenes of the sports world. They like to see all the grit and grind that goes into the final product.
Thus, it would be a rewarding experience for fans if the MLB used My Story to show just that: the grit and grind behind America’s favorite pastime. And because this is done through Snapchat, it would help Major League Baseball build value with millennials.
Additionally, fans could use My Story to share their gameday experience with baseball. To promote such an act of sharing, MLB would simply have to offer a feed on their website where fan’s stories would appear. The plan would make a full circle when positive stories are seen by the millions of people that visit MLB.com.
5. Fans Deserve To Be Rewarded
In general, sports fans are enthusiastic. Baseball fans are no different; they continuously support their teams by attending games and contributing to the sport’s excitement.
Game in and game out, baseball fans endure hefty parking fees, rising ticket prices, and the outrageous cost of adult beverages (which millennials often consume).
Simply put: Generation Y is an enthusiastic bunch that will respond to “fan rewards”. And using Snapchat as a promotional vehicle is a great idea.
A promotion through Snapchat could work something like this: The MLB sends a promotional picture that says something like “Screenshot 4 $10 off next ticket purchase” and sets the Snap timer to maybe four seconds.
Anyone that manages to react quickly enough and grab a screenshot would then earn the reward. The MLB could then double-check that the user managed to take a screenshot when they redeem the “coupon” online (because Snapchat does that sort of thing).
Not only would this create a good connection with millennials, but it also helps to get them inside ballparks. Having younger fans in seats should be of the utmost importance to Major League Baseball.
So while Snapchat and the MLB have a young relationship, it’s only too late when the craze is over. And as great as MLB Advanced Media has been, they could surely think up some unique ways to utilize the app to reach the younger Generation Y.
With 400 million snaps sent each day and 70 percent of college kids utilizing the app daily, it’s fair to say the younger demographic is present and accounted for. So keep calm millennials and selfie on as Major League Baseball learns to incorporate Snapchat into their digital repertoire.