Together We Make Football is an online competition where the NFL reached out to fans from across the globe for their story about football and how football have impacted their lives. Across the globe, thousands of fans submitted their stories to be published on the site. From there, other users listen and read the individual stories, voting for their favorites. In the end, the winner will receive an all-expense paid trip to the Super Bowl for them and 10 of their friends.
NFL Together We Make Football
Walking through Madsbjerg and Rasmussen's five-steps, I will show how the NFL is using their insights to increase their fan and consumer base.
Step One - Reframe the Problem
The NFL is by far, America's most popular sport, brining in 35% of the vote. Their next nearest competition is the NBA and MLB with 11%. But the NFL is not satisfied with being just America's #1 sport. They have their eyes set on becoming the #1 global sport. To achieve this position, however, they must compete against soccer (futbol) in most countries and then basketball, which is rising in many Asian countries. The logical business question for them to ask is, "How do we gain market share in other countries?" Instead, I believe the NFL is using the Together We Make Football competition to reframe and gain their insights. They asked for what makes football important to fans instead of how could they gain market share. This re-framing allowed them to garner insights from across the world on the fan experience.Step Two - Collect Data
As I highlighted, they collected all of the fan experiences in a giant video library of information. Moreover, they collected the votes of other fans including the geolocation of where the votes game from giving them the ability to analyze specific user segments.Step Three - Look for Patterns
The NFL is beginning Step Three right now. Over the next few weeks they will continue to place an emphasis on driving fans to vote for their top choice in the final 6 candidates. All of this data will give them the ability to identify trends in different regions and across different segments of the population. Additionally, I feel like the NFL helped emphasize who would be in their finalist, as they span many different demographics. Each one is generic enough to represent different cultural perspectives, yet impactful enough to feel the fan's story.Step Four - Create Key Insights
For this category, I will take my best guess. If the NFL does find trends on why certain segments like football it will allow them to tweak and tailor their message to different markets. For instance, let's assume the NFL finds that the European markets overwhelmingly vote for the finalist that focuses on a team. If this were to happen, the NFL should market teams to the European market. Or if the market votes for stories, which talk about about the kicker experience, than perhaps the NFL should use the kickers as the franchise players to highlight.Step Five - Build the Business Impacts
With the insights and trends identified, this step will hopefully guide the NFL into adjusting their strategies in different segments of the world. If this happens, hopefully the fans will follow and thus the profits.Marketing efforts like this are why I feel the NFL is a Marketing Marvel.
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