BBL Basketball team, London Lions - London’s Only Pro Basketball Team
Brief: Originally appointed to promote its brand and raise the profile of UK basketball in the run up to the 2012 Olympics, our relationship with the Lions has gone from strength-to-strength.
We met the club's initial goal of increasing its fan base through online marketing acivities that allowed the club to open a two-way dialogue with fans for the first time - as well as raising awareness of the team amongst a wider audience.
In September, the Lions had a new challenge. The team (then known as the MK Lions) were forced out of their stadium in Milton Keynes - leaving them having to rebrand and relocate to Crystal Palace. The newly formed London Lions urgently needed to increase morale and retain support from existing Milton Keynes fans - while building a new fan base in London.
Solution: We developed a strategy to help the team retain support from existing fans, while reaching out and mustering support from a new community in London. Our plan included an increase in online marketing activity across a range of social media platforms - and included campaign creation utilising competitions and promotions, fan engagement and proactive communications, content creation and continual website analysis.
Our work with the Lions has seen its online fanbase double - and that's just since the teams relocation. Here's a taster of some of the things we've achieved:
Over 1000+ fans on Twitter through competitions, promotions news and two-way customer service interaction.
- Being unable to re-name the existing Facebook Page, we created a brand new one - and facilitated fan growth from 0-800 fans in only three months. Exceeding the number of fans and growth rate of the original fan page. The Lions now have 1000+ fans.
- With Facebook’s stringent rules on running competitions, we developed a strategy and selection of Facebook apps to enable the management of online promotions that don’t break any guidelines. Our apps facilitate the creation and management of regular promotions that receive hundreds of entries for the Lions.
- To influence two-way interaction and provide a way to gather feedback from fans, we developed an online presence for Louis the Lion, the London Lion’s Official Team Mascot - who not only drums up support for the team, but deals with any problems the fans face. He's now a true mascot, offline and online.
|Photograph by kind permission from the teams official photographer Andy Sidders|
Sports Photography London