For those of you too old to use, or even understand, Snapchat, take 5 minutes and allow Bronagh (@bronaghad), our Atomic Sport Account Manager fill you in on why it works, why it's cool, and why you and your brand should be on it.
I was in the Aviva Stadium last November when the All Blacks turned the ball over in the 79th minute and as everyone knows left Ireland wanting for their first ever win against New Zealand. This August I was in Marcoussis when the Irish women beat the Black Ferns; the very first time they played and defeated a team who hadn’t lost in ten years. The results on those days were very different, but one thing was the same; I was there and could tell people this.
I’m an avid Snapchat user and one of the features I love about this app is the sports event stories. Recently, LeBron James made a return to the Cleveland Cavaliers, arguably one of the best NBA players of all time returned to his hometown team, an event that many brands have utilised, most notably Nike and Beats. On the night of this momentous occasion I was receiving live updates of the event, supporters in the crowd, the team warming up and James’s famous chalk ritual. There were images and videos coming to my phone from an event that I would have loved to be at. I could have followed the event on Twitter or other social platforms but on Snapchat I get to choose how much I consume and when I consume it (provided it’s less than 24 hours from when the stories are added).
The sports events can be either once off or recurring events such as the College Football stories. However, I actively follow some sporting organisations such as the NBA and the ASP World Tour. Their stories are interesting and engaging; the NBA share images and videos from big events such as the NBA Combine and the playoffs last June (an event that did not suit the Irish time zone). I was able to catch up on the previous night's game without having to search online for highlights, only to have them interrupted every minute with an ad, probably promoting products not available in Ireland.
The ASP (Association of Surfing Professionals) is another organisation that is using Snapchat very effectively; and yes, the nature of surfing lends itself to pretty pictures of sandy beaches and curling waves, but the level of exclusivity I receive from this app is incredible. During competitions, the ASP account sends out interviews and player autographs to their followers. They may be sent out to thousands of people, but when I chose to watch their stories I feel like the information is aimed directly at me.
It’s impossible to make it to every sporting event and momentous occasion in Irish sporting history, but it is great to be able to engage with them even when you’re not there. I would love to see more Irish NGBs, sports clubs and events using Snapchat as a source to connect and interact with fans across the world. Considering the amount of ex-pats we have abroad, it would be a great way for people to stay up to date with the GAA Championship, the 6 Nations and even the upcoming World Cup. The level of investment is minimal and in a world where everyone has an iPhone (and even more people have social media interns), it’s kind of a why wouldn’t you?