Paul George may very well be rising superstar and MVP candidate in the NBA, but basketball has always been a team game. The 30 franchises that make up the league have generated a revenue pie in excess of $5 billion. The digital age has enabled this game to reach its worldwide audience anywhere, anytime. Teams can build up their own local fan base through the sundry of platforms available.
Much like our #NFLTechSeries, this time SportTechie delves into the digital strategies–from web, social media, mobile apps, and any other technological connection–of each team and analyzes them, including insights from some of the digital executives involved. Today, the #NBADigitalSeries 2013-14 continues with the Indiana Pacers. Stay tuned to SportTechie this month for ongoing coverage of the #NBADigitalSeries.
The Indiana Pacers are embarking on a journey to be the top team in the NBA. With an improving nucleus of players, including the emerging Paul George, the Pacers have the opportunity to go for a title run. As they get better on the court, the Pacers are looking to get better off the court with their digital strategies.
This year they are focusing their social media efforts to drive ticket sales and grow their following.
“We feel like we have a pretty good handle on Facebook and twitter content, but some social media platforms like Pinterest, Vine, Instagram, and others, we are working on how to use those most effectively,” according to Jeff Tzucker, the Pacers’ Director of Digital Marketing.
Since the Pacers have gotten off to a hot start, they are using a social media campaign #PacersWin to show their excitement. On their website, they have included a Pacers social stream so fans can keep up with all the Pacers social channels.
The Pacers Blog has become a huge focus for the organization as well. Their blog offers exclusive Pacer insights from contributors within the organization. The Pacers are gaining new contributors and want the website to be the main source for Pacers news and offers.
Tzucker explains: “With the success the team is having on the court, it’s paramount that we create as wide a berth as possible from a content and ticket information perspective to make sure we’re not missing any opportunities to engage and educate fans coming to our site. ”
The state-of-the-art scoreboard that was put in last year has provided a great tool for enhancing the game-day experience. Similar in style to the Dallas Cowboys, the scoreboard features twin 1080p high definition (HD) video screens, each measuring 50 feet long – extending nearly foul line to foul line – by 21 feet high, capped off by 25’ by 14’ full 1080p HD video screen facing each baseline. Along with an enhanced sound system, the video board offers fans a dynamic experience at Bankers Life Fieldhouse. New this year, fans using the #PacersGameNight when taking photos have an opportunity for those photos to show up the big screen. The Pacers have integrated quick vetting process for photos to appear on the big screen.
Some of the Players from the Pacers were using technology during the offseason and showing the fans. Roy Hibbert has been somewhat famously using Google Glass since the summer.
He went so far as to record a workout video with them that he posted on YouTube and he also sat through a Media Day interview with us doing a bit of show-and-tell with Glass. George Hill is known to carry around a Go Pro camera with him to various activities. The players, in general, seem to have really taken to Instagram as well. The Player Relations department for the Pacers, who coordinate activities with the players, among other duties, are all about finding creative ways to engage with the players. So more activity is in the works during the season.
The Pacers have been close to a championship in years past, but could this be the year they get over the hump and get past Miami? We will have to wait and see, but as the popularity for the Pacers continues to grow, expect the social presence to grow as well.