super-bowl-2012-emblem

Indy Welcomes Super Bowl Visitors With Social Media

  |  January 23, 2012   |  Comments

Host city will use team of 50 message makers.

super-bowl-2012-emblemNot far from Indianapolis's Lucas Oil Field lies a 2,800 square foot space that will be the city's social media nerve center for all things tourism on Super Bowl weekend. Around 50 staffers and content curators will address the travel and amenity concerns of those arriving in Indy to attend the big game.

The team consists of college student volunteers and others working for Raidious, a local firm hired by the city's host committee. They will use Facebook, Twitter, Foursquare, YouTube, Flickr, and a dedicated blog to push out messages about everything from parking to hotel information to emergency safety instructions should anything go wrong.

"It's a little bit more like a broadcast newsroom than it is a call center," Taulbee Jackson, Raidious CEO, tells ClickZ News. "We have two teams. We've got an engagement and moderation team, which handles social listening and response. And then we have a content development team on the other side of the room. [The latter] is going to really bring the event to life by capturing video, photos, and stories through these channels."

Jackson and his team ran a beta test of the social media program when Indianapolis hosted the Big Ten Football Championship in early December. Because of what it learned then, Raidious has partnered with question-and-answer service ChaCha.com to help facilitate fast help for Super Bowl visitors.

"People ask the same question in different ways," the Raidious CEO said. "Cha Cha has given us access to their Q&A database. Our team will be updating the Q&A database on the fly with real-time information... So no matter how a person asks a question, we'll be able to get them the right answer."

To orchestrate the broader program, the team is using a social media management system by the Burlington, MA-based company Awareness. Additionally for the Feb. 5 event, the larger game plan involves social media enhanced kiosks situated around the downtown stadium.

Indianapolis's civic leaders have focused on sports events tourism for decades. In addition to the hugely popular Indy 500 automobile race, this Midwestern city typically hosts a bevy of major college athletics events. Now, the Circle City looks to close the real-time tourism communications loop with a healthy dose of social media.

"This is what it's like to provide a great visitor experience in 2012," Jackson explained. "You can't just be at the airport, on the street, or at the game. You have to be at every touch point, every interaction our visitors have while in Indianapolis."

Here are links to Indianapolis's social media accounts, not including Foursquare - which involves numerous pages:

ClickZ Live San Francisco Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! (August 10-12) Educating marketers for over 15 years, we return to San Francisco this August with our action-packed, educationally-focused agenda that will cover every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Online Marketing Analyst
    Online Marketing Analyst (FULLBEAUTY Brands ) - New YorkINTRODUCTION: Are you interested in a unique career opportunity where you can represent...
  • Copy Editor
    Copy Editor (ClickZ / Search Engine Watch) - New YorkROLE OVERVIEW The role of the copy editor for ClickZ has many demands. Ultimately, the copy...
  • Editor
    Editor (Search Engine Watch) - New YorkRole Overview Search Engine Watch (SEW) provides tactical advice and information for businesses and site...