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Goooal! What We Can Learn From The Most-watched Soccer Match In U.S. History

My latest article from Mediapost – Marketing:Entertainment 

“Many people say I’m the best women’s soccer player in the world. I don’t think so. And because of that, someday I just might be.”

Mia Hamm, 1999 U.S. Women’s World Cup Team

I like that quote from Mia Hamm, one of the standout players from the 1999 U.S. Women’s World Cup champion team. Mia’s quote reflects a consistent theme of how the current U.S. women’s soccer team approaches playing — on and off the field. And just one of the many reason they are champions, in a sea of doubters.

Sunday’s Women’s World Cup championship’s stunning 5-2 win over Japan was a trill to watch. I was streaming in from my car en route from Seattle to San Francisco. It set records on and off the field. By the numbers, more than 26 million viewers tuned in to watch the match. Viewership peaked at 30.1 million from 8:30 to 8:45. Carli Lloyd’s impressive hat trick during the game was matched in the broadcast world with three amazing goals; the match bested the recent NBA Final viewership (13.9 million), the NHL Stanley Cup Final (7.6 million) and becoming the most-watched soccer event in the U.S. television history. The icing on the cake, for Fox Sports Go app, was a record-setting 232,000 concurrent streams. Very impressive numbers, to be sure.

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Given all the growth of U.S. youth soccer programs, especially girls leagues, women’s collegiate soccer, you would think the U.S. Women’s World Cup games would have been an attractive venue for marketers to reach their key audiences. Guess again.

Monday morning stats about the match should now silence the doubters about women’s sports being a big draw. Even the doubters should have seen this as an ideal entry point to test the waters with a minimal investment. So, I’m baffled that more marketers didn’t find ways to engage and reach what was certainly a key audience. Fox raked in an estimated $17 million on advertising revenue, a tiny number when you consider the $529 million ESPN made from advertising/sponsorship revenue from last year’s tournament in Brazil.

Granted, the men’s World Cup has been around longer. Fox aired 16 matches live (a new record for Women’s World Cup Soccer in the U.S.) and I counted ads from at least 15 brands, from QSR, auto, insurance, CPG and alcohol beverage companies. While there were more advertisers and revenue than in previous years, it was still a missed opportunity. Also puzzling was the noticeably absent traditional sports apparel brands that are typically sponsors. All day I dreamt about seeing them show up in the match somewhere. Hats off to non-traditional brands like Clorox and Tampax for stepping up. I think they will do well from their investment.

A lot of marketers rely on reports and historical data to help determine where to put their sponsorship dollars. Perhaps the brands that didn’t show up relied on these reports too much vs. considering market conditions, and the hyper growth of women’s soccer (even girls youth leagues). I’m guessing the reports suggested sticking with proven sports franchises for proven returns. Data is a great tool but it’s not the only one in the toolbox.

There have always been a lot of doubters about women’s sports, including the high-performance world of Women’s World Cup. And nearly every time, the women have something to prove and they do. Hopefully, this year was a wake-up call for brands that have been on the sidelines. As marketers, our goal is to connect with audiences in meaningful ways. The highly passionate women’s sports fans offer a great opportunity for many marketers to connect and tell their story in a meaningful way. How will you find a way to engage with this audience? I would love to hear your thoughts, feel free to comment on this article or find me @dougchavez on Twitter.

Categories: Uncategorized

The Whale vs. The Snail (and an ice cream cone)

March 12, 2014 8 comments

Earlier this week, Twitter went down for for some folks, including me. I couldn’t help notice that their design team updated the familiar “fail whale” with a new cartoon featuring a snail and ice cream cone. (there’s a making for a bad joke). Personally, I like the fail whale better, because, well, I’m used to it and like many I don’t always like change.

IMHO from a messaging perspective, the snail and ice cream cone do much better job conveying that Twitter is down or has a glitch vs. a while being suspended by struggling birds (read: we’re struggling over here).

Here’s to hoping we don’t see much of the snail and ice cream cone in 2014

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iOS 7.1 Tips and tricks

March 11, 2014 1 comment

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I upgraded to iOS 7.1 this week I have to say I really like the new features and UX upgrades. Many of the updates that you will notice are UX related and the iOS team has done a good job. There are many other feature updates that you may notice for a while since they are future focused and nuanced and hard to find. For example unless you already are using services such as accessibility, you won’t notice or find the feature updates.

Here are some links to the best update reviews I’ve seen

Brad Reed’s iOS blog – he always does solid reviews and has great videos that get to the heart of the matter. Here’s his review of the iOS 7.1 updates, including a video overview

Cult of Mac – these guys usually have pretty succinct reviews and they hit all the main points for the iOS 7.1 update. Here is their review.

Pocket-Lint – always like reading review from these guys – solid and usually have several good screen shots. This iOS 7.1 review is another great one from Pocket-Lint

Enjoy!

Great shot from Mobile Media Summit in San Francisco

February 2, 2014 1 comment

Somebody in the audience captured a good shot of the panel I was on at the Mobile Media Summit in San Francisco

Doug Chavez at Mobile Media Summit, San Francisco

Doug Chavez at Mobile Media Summit, San Francisco

Some good pictures

January 5, 2014 Leave a comment

Was just looking through some pictures from 2013 and thought I would post a few favorites from around San Francisco. Lots more from my travels this year – more on that later.   To the photos!

Doug chavez, mission cycling,NYE Mission Cycling ride to Alpine Dam and the Seven Sisters

photo (3)Getting ready to board Louis Vuitton marker boat during Americas Cup

doug chavez, pixlee, sharon goldstein, jeff chenSome quality time with some of the Pixlee team

Doug Chavez, David Armano,At the Chief Digital Officer Conference in Silicon Valley with David Armano

Doug Chavez,With friends at Muir Woods during the government shutdown

doug chavez, minnie ingersollCelebrating Minnie Ingersoll’s big news!

Tom Rothman, Doug Chavez,Spending the day on the Americas Cup race course with Tom Rothman

Beloit College’s Mindset List – Clues to Class of 2017

August 20, 2013 7 comments

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Each year Beloit College publishes their a list of interesting facts & trivia (those who know me, know I love random facts and trivia), that shape the way the incoming class may think. I especially like the list for the class of 2017

The Mindset List for the Class of 2017

For this generation of entering college students, born in 1995, Dean Martin, Mickey Mantle, and Jerry Garcia have always been dead.

1. Eminem and LL Cool J could show up at parents’ weekend.
2. They are the sharing generation, having shown tendencies to share everything, including possessions, no matter how personal.
3. GM means food that is Genetically Modified.
4. As they started to crawl, so did the news across the bottom of the television screen.
5. “Dude” has never had a negative tone.
6. As their parents held them as infants, they may have wondered whether it was the baby or Windows 95 that had them more excited.
7. As kids they may well have seen Chicken Run but probably never got chicken pox.
8. Having a chat has seldom involved talking.
9. Gaga has never been baby talk.
10. They could always get rid of their outdated toys on eBay.
11. They have known only two presidents.
12. Their TV screens keep getting smaller as their parents’ screens grow ever larger.
13. PayPal has replaced a pen pal as a best friend on line.
14. Rites of passage have more to do with having their own cell phone and Skype accounts than with getting a driver’s license and car.
15. The U.S. has always been trying to figure out which side to back in Middle East conflicts.
16. A tablet is no longer something you take in the morning.
17. Threatening to shut down the government during Federal budget negotiations has always been an anticipated tactic.
18. Growing up with the family dog, one of them has worn an electronic collar, while the other has toted an electronic lifeline.
19. Plasma has never been just a bodily fluid.
20. The Pentagon and Congress have always been shocked, absolutely shocked, by reports of sexual harassment and assault in the military.
21. Spray paint has never been legally sold in Chicago.
22. Captain Janeway has always taken the USS Voyager where no woman or man has ever gone before.
23. While they’ve grown up with a World Trade Organization, they have never known an Interstate Commerce Commission.
24. Courts have always been ordering computer network wiretaps.
25. Planes have never landed at Stapleton Airport in Denver.
26. Jurassic Park has always had rides and snack bars, not free-range triceratops and velociraptors.
27. Thanks to Megan’s Law and Amber Alerts, parents have always had community support in keeping children safe.
28. With GPS, they have never needed directions to get someplace, just an address.
29. Java has never been just a cup of coffee.
30. Americans and Russians have always cooperated better in orbit than on earth.
31. Olympic fever has always erupted every two years.
32. Their parents have always bemoaned the passing of precocious little Calvin and sarcastic stuffy Hobbes.
33. In their first 18 years, they have watched the rise and fall of Tiger Woods and Alex Rodriquez.
34. Yahoo has always been looking over its shoulder for the rise of “Yet Another Hierarchical Officious Oracle.”
35. Congress has always been burdened by the requirement that they comply with the anti-discrimination and safety laws they passed for everybody else to follow.
36. The U.S. has always imposed economic sanctions against Iran.
37. The Celestine Prophecy has always been bringing forth a new age of spiritual insights.
38. Smokers in California have always been searching for their special areas, which have been harder to find each year.
39. They aren’t surprised to learn that the position of Top Spook at the CIA is an equal opportunity post.
40. They have never attended a concert in a smoke-filled arena.
41. As they slept safely in their cribs, the Oklahoma City bomber and the Unabomber were doing their deadly work.
42. There has never been a national maximum speed on U.S. highways.
43. Don Shula has always been a fine steak house.
44. Their favorite feature films have always been largely, if not totally, computer generated.
45. They have never really needed to go to their friend’s house so they could study together.
46. They have never seen the Bruins at Boston Garden, the Trailblazers at Memorial Coliseum, the Supersonics in Key Arena, or the Canucks at the Pacific Coliseum.
47. Dayton, Ohio, has always been critical to international peace accords.
48. Kevin Bacon has always maintained six degrees of separation in the cinematic universe.
49. They may have been introduced to video games with a new Sony PlayStation left in their cribs by their moms.
50. A Wiki has always been a cooperative web application rather than a shuttle bus in Hawaii.
51. The Canadian Football League Stallions have always sung Alouette in Montreal after bidding adieu to Baltimore.
52. They have always been able to plug into USB ports
53. Olestra has always had consumers worried about side effects.
54. Washington, D.C., tour buses have never been able to drive in front of the White House.
55. Being selected by Oprah’s Book Club has always read “success.”
56. There has never been a Barings Bank in England.
57. Their parents’ car CD player is soooooo ancient and embarrassing.
58. New York’s Times Square has always had a splash of the Magic Kingdom in it.
59. Bill Maher has always been politically incorrect.
60. They have always known that there are “five hundred, twenty five thousand, six hundred minutes” in a year.

The Wisdom of Warren Buffett

November 20, 2012 Leave a comment

I saw this post going around Facebook and thought I would share this as well.  I agree with Warren Buffet on some things and not on others, this one I totally agree with. Congress has become the proverbial “fat, dumb and lazy” and while they do little for their communities they have done one thing well – feather their own beds. We need more than change in congress and Washington D.C., we need an overhaul.

 

 

Warren Buffett, in a recent interview with CNBC, offers one of the best quotes about the debt ceiling:

“I could end the deficit in 5 minutes,” he told CNBC. “Y

ou just
pass a law that says that anytime there is a deficit of more
than 3% of GDP, all sitting members of Congress are ineligible
for re-election.

The 26th amendment (granting the right to vote for 18 year-olds)
took only 3 months & 8 days to be ratified! Why? Simple!
The people demanded it. That was in 1971 – before computers, e-mail,
cell phones, etc.

Of the 27 amendments to the Constitution, seven (7) took one (1) year
or less to become the law of the land – all because of public pressure.

Warren Buffet is asking each addressee to forward this email to
a minimum of twenty people on their address list; in turn ask
each of those to do likewise.

In three days, most people in The United States of America will
have the message. This is one idea that really should be passed
around.

Congressional Reform Act of 2012

1. No Tenure / No Pension.

A Congressman/woman collects a salary while in office and receives no
pay when they’re out of office.

2. Congress (past, present & future) participates in Social
Security.

All funds in the Congressional retirement fund move to the
Social Security system immediately. All future funds flow into
the Social Security system, and Congress participates with the
American people. It may not be used for any other purpose.

3. Congress can purchase their own retirement plan, just as all
Americans do.

4. Congress will no longer vote themselves a pay raise.
Congressional pay will rise by the lower of CPI or 3%.

5. Congress loses their current health care system and
participates in the same health care system as the American people.

6. Congress must equally abide by all laws they impose on the
American people.

7. All contracts with past and present Congressmen/women are void
effective 12/1/12. The American people did not make this
contract with Congressmen/women.

Congress made all these contracts for themselves. Serving in
Congress is an honor, not a career. The Founding Fathers
envisioned citizen legislators, so ours should serve their
term(s), then go home and back to work.

If each person contacts a minimum of twenty people then it will
only take three days for most people (in the U.S. ) to receive
the message. Don’t you think it’s time?

THIS IS HOW YOU FIX CONGRESS!

If you agree, pass it on. If not, delete.

 

 

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