How brands can be part of the second-screen fest during Euro 2016

As Euro 2016 is approaching, we are expecting a second-screen fest, which brings more opportunities for marketers to reach engaged football fans.

This year’s European Football Championship is another big occasion for football fans across Europe who anticipate for the forthcoming games.

We’re also expecting to see a further rise in ‘second screening’ during the games, as people take to ther phones, tablets and laptops while watching matches.

RadiumOne commissioned research agency Mindmover to poll 1,000 UK adults aged 16+ and found that 66% of those planning to watch Euro 2016 live on TV will also use a second screen for internet connection at the same time.

The rise of the second screen

Even from 2012 it was reported that 77% of us watched TV while using a laptop, phone, or tablet at the same time. Multi-tasking and the decreasing attention span contributed to the rise of the second screen, a trend that we now take for granted while watching TV.

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Image source: Think with Google

This trend was rapidly embraced by sports fans, as they started feeling part of the game, interacting with other fans and brands that increased their levels of engagement through organic interactions. Twitter was a popular destination for sports fan from the very beginning, although the options are now expanding to Facebook, Snapchat, but also many apps that brands and sport teams create to increase the engagement.

Back in 2010, it was observed that 18% of the searches about the World Cup took place on mobile devices, while the mobile searches reached 63% during the final of UEFA Champions League in 2014.

Euro 2016 and second screen

According to RadiumOne, smartphones are expected to be the most popular second-screen device during Euro 2016 with 73% of football fans preferring it over laptops and tablets.

The most popular second screen activities are expected to be:

  • online chat
  • reading online comments for each match
  • phone calls
  • posting comments on social media

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Image Source: RadiumOne

Football fans feel the need to be part of the game and that’s why they use the second screen to express their view, post a comment, interact with other fans, or share relevant content.

In fact, six in ten Euro 2016 fans are expected to share relevant content online, with the large majority of them (87%) preferring to post the content on ‘dark social’, avoiding the direct sharing through a social source.

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Image Source: RadiumOne

It’s up to the brands now to be part of the second screen experience and create the right conversation that will be appreciated by engaged football fans.

How brands can use the second-screen during Euro 2016

Brands have the opportunity to engage with a large audience during big events, especially when they know how to approach them. It’s the relevant and targeted content that will grab the football fan’s attention, while authenticity is appreciated.

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Image Source: RadiumOne

Nowadays, brands understand how the second screen can be used as a great marketing tool, provided that they take advantage of the right moment.

According to Rupert Staines, RadiumOne’s European Managing Director:

“Euro 2016 will be a second-screen fest which gives brands a sustained series of ‘moment marketing’ opportunities if they can connect second-screen usage to key moments, be it goals, scores or dodgy refereeing decisions.”

Thus, marketers need to understand the watching habits of the demanding football fans, in order to convince them to shift their attention, even for a few seconds, to their own message. Engagement is usually the primary goal, but always with a set ROI that will help improve the brand’s goals, whether it’s reach, leads, traffic, or beating the competitors in terms of popularity.

Eight ways brands can engage with sports fans in real time

A brand should create its content thinking from a fan’s perspective to ensure it is appealing and relevant.

Football fans use their mobile devices to feel part of the experience, to express their views, to share football-related content, to explore a different perspective, or even to kill time during the game.

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Image Source: RadiumOne

Thus, here are eight tips that can help a brand engage with them:

  1. Create a memorable experience that is relevant to the audience. Make the fans feel part of the game.
  2. Approach fans in an authentic way, seeking for engagement without sounding too promotional.
  3. Enhance communication, encourage participation.
  4. Reward engagement, seek for virality with good content.
  5. Embrace the power of social media and spot the best networks that work for your case.
  6. Build the relationship with your audience game-by-game.
  7. Create short and appealing content. Think of attention span.
  8. Always plan ahead and be prepared for the unexpected

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Coca Cola is preparing football fans ahead of the games, creating a memorable experience while increasing the association between the brand and the games

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