If there’s a renewed sense of excitement in the air and people around your office are suddenly acting as if they have a new reason to live, it may be because football season is here! For all kinds of psychological reasons I won’t attempt to explain here, football strikes a cord and fires up a fanaticism amongst Americans like few other things.
If I were a brand, I’d be asking myself, “How did they do that?” How do you get so many people that deeply passionate about and emotionally attached to something? Are there any parallels I can tap into that would achieve even a tiny level of “football fever” for my product?
Here are few for your consideration:
- Tailgating The games are great, but you’ll notice fans organize parties on their own that are centered around the games. Look for ways to have your brand be a reason to have a party or gathering…be it real or virtual.
- Wearing the Gear No, not everybody will paint their face and/or chest, but if people like something enough, they’re eager to wear your colors, logo, etc. The key here is pride. Are you instilling a big enough sense of pride in your products that your fans want to show off they’re association with it?
- The Hype Football is as much about hype as it is about the action on the field. The countdowns to kickoff, the pre-game shows, the prognosticating, the band, the cheerleaders, jet flyovers, the national anthem, the smoke and fireworks as the teams enter the field. By the end of all that, you know something BIG is about to happen. Are you creating hype leading up to your campaign or just laying it out there to see if it sticks?
- Hunting for Tickets There’s a reason ticket sales, secondary ticket markets, and scalping thrive as an industry. There are a limited number of seats to a game. Not everybody can get in. Those that do get in feel special. There’s something magical about “access.” Can you create a limited commodity fans will jump through a hoop or two to get access to? Remember, it’s got to be worth it.
- Watching the Clock A great deal of the intensity, drama and pressure in a football game comes from the fact that there’s a limited amount of time in which to get the job done. If you can create deadline-driven drama, you might be able to keep those fans glued to see what the outcome is going to be.
- Yelling at the Referees Ever notice the referees seem to know it’s all part of the game and never lose any sleep over it? That’s how your community manager should be. It’s their job to enforce the rules and run the show, even if the fans occasionally boo them.
- Dumping Gatorade on the Coach When you’ve done something good, there’s nothing wrong with taking credit for it, or taking the time to celebrate it. The dousing is a bonding thing between players and coach. Letting fans share in your victories will further bond them to your brand.