#FansFirst: How Copa America Centenario Turned Sports Digital On Its Head

Presented by Christianne Harder (Copa America 2016 LOC), Justin Jewett (BKWLD), Billy Collins

(Punchkick Interactive), and Zach Henault (Copa America 2016 LOC)

THE OLDEST CONTINENTAL SOCCER TOURNAMENT IN SOUTH AMERICA…HOSTED IN THE UNITED STATES?

16 TEAMS

10 CITIES23 DAYS

FOR THE 100TH ANNIVERSARY OF THE COPA AMERICA CENTENARIO, WE KNEW WE HAD TO PRESENT A TOURNAMENT UNLIKE ANY OTHER.

The biggest names in international soccer

NFL stadiums hosting games on prime time TV

Website and mobile app that looked like nothing in the sports digital space

Text

OUR MANTRAS

1 Put the fan

experience first

2 Give them enough information to be

dangerous

THE RESULT

• 3 million social followers with a consistent 5+% engagement rate

• 1 million app downloads in less than a month • 200+k daily active users to CA2016.com and

the app • 50 million+ page views

And that doesn’t account for all of the special features we included on web, mobile, and social…

COPA AMERICA CENTENARIO DIGITAL WANTS TO IMPART…

Why you should make the fan the #1 driver of the digital strategy.

How you make investing in a mobile app valuable, when mobile focused websites could accomplish the same goal.

How you maintain interest in the entire tournament after the Group Round, when half the teams have been eliminated, and their fans no longer have skin in the game.

How you stand out from all the other powerful voices that are talking about your tournament (broadcasters, teams, fans).

TEAM WORK MAKES THE DREAM WORK

WEBSITE: MOBILE APP: SOCIAL: VISUALS:

CREATE A UNIQUE SUITE OF DIGITAL OFFERINGS

ONCE IN A LIFETIME SPORTING EVENTS DESERVE ONCE IN A LIFETIME DIGITAL EXPERIENCE

SEE YOU AT SXSW IN 2017!

#FansFirst