It has been fascinating to the see the proliferation and evolution of Zoom during this COVID-19 outbreak. Many workplaces have used Zoom for meetings for years. But with so many businesses now working remotely, classes meeting remotely, and humans in general just seeking connection in a time of isolation, the Zoom platform has seemingly been ubiquitous in the past couple weeks.
The New York Times had an article recently about how Zoom is developing into something of a social network as users of all ages arrange video calls with friends of family to hang out, catch up, collaborate, and get as close as possible to simulate being in the same room together. With such a wide swath of the populace now spending time on Zoom, it stands to reason that sports teams and leagues experiment with the platform to help keep the relationship with their fans strong during this downtime.
The more traditional social platforms, like Instagram, Twitter, Facebook, YouTube, TikTok, Twitch and Snap, offer live video; they even offer interactive live video. Yet it’s Zoom that feels the less like a show being put on for fans, and more like an intimate hangout session. Or maybe it’s that Zoom is what we’ve become more comfortable in, since so many of us spend classes and work meetings in it for hours each day. Or perhaps it’s the ease of multi-tasking while sitting in a Zoom call, less common if you’re on a FaceTime call, let alone IG Live.
So what are some ways teams and leagues can jump in on Zoom and do something unique to engage fans on the platform of the moment? Let’s have some fun and ideate.
Help Fans Decorate their Zoom
The Zoom background is a chance to show off identity. To showcase a passion or something one cares about. So, just like a cellphone wallpaper, offering fans a collection of (or weekly) Zoom background that shows off the team and its players is a tremendous way to keep fans fans, and give the brand exposure when it’s harder than ever to do so.
Get Players Involved
Engage Season Ticket Holders
These most valuable of fans — the ones now many like to call ‘members’ — maybe aren’t as at risk of the casual fans of not coming back after coronavirus,. But these are fans that most value being connected to the team, and invest their hearts, minds, and paychecks into the team year after year. That devotion is why teams often have fan fests and kickoff parties just for them, offering them exclusive access to players and execs. What could such an exclusive event look like on Zoom? Maybe it’s groups of a couple hundred RVSP’ing and being able to hear from a GM or active/former player, and ask questions in an exclusive forum. Teams may even hold impromptu forums with their season ticket holders and other diehard fans, crowdsourcing ideas and getting feedback on ways the team can help and engage during this tough time.
A growing trend for sports teams and leagues has been the dedication to doing a better job of serving its partners, through providing knowledge and facilitating collaboration among sponsors of the same organization. These often take the form of summits, but consider how valuable a Zoom meeting could be now, and how the team can play that middleman to put it together. No one has all the answers right now, there is no predetermined game-plan to take on this pandemic shutting down much of society. Just like teams are talking to each other and bouncing ideas and strategies right now, so can partners. With so much anxiety and uncertainty, organizing a chance for sponsors to hear different perspectives and learn from industry leaders would be a great way to bring value to the partnerships at this time.
Meet and Learn From the Team
While Zoom is growing in its diversity of users and demographics, it still has spent much of its life as primarily a workplace meeting an video chat tool. So what an opportunity Zoom represents to engage the professionals, young and old, and students to find another reason to connect to the team, especially at a time when there are no games to do so. How many people would be interested to hear the GM or CMO of a sports team talk about their path to the position, their strategy, and to answer questions from the audience? Or what about the Creative Director leading a workshop on the Adobe Creative Suite to a number of attentive eyeballs? The team is comprised of many pros very good at what they do, and working in a sexy and highly visible industry like sports. And Zoom classes would be incredibly value for a team or league to offer right now.
Content for kids
I was blown away recently talking to my sister and hearing about my nieces going tio ‘school’ on Zoom every day, followed by a dance class, a play date, and there’s a gymnastics class tomorrow, all on Zoom. At a time when parents are trying to keep their kids occupied, increasingly relying on Zoom to help connect them to those outside resources of education and pastime, how can teams help? Could a player or broadcaster read to kids? Could a mascot lead a skit or help with an educational demonstration or lesson? Could a dance team member teach kids a dance? How about a strength coach with a fun exercise class? Or maybe the team partners with a school or university to put together something of a curriculum for kids that the team can host for its fans and their kids. Much of this content can be repurposed for social media, too, of course.
Charity and Community Social Responsibility
This is a time when fans want to help, they want to be part of the solution to this worldwide problem. The charitable endeavors led by teams can help raise funds and give their fans the opportunity to give. How can Zoom play a role here? Fans could purchase ‘tickets’ to an exclusive hangout on Zoom with players or alumni, with all proceeds going to charity. The team could even auction off one-on-chats with players, broadcasters, alums, and execs. On the CSR side, the team could also try to find and invite experts to come on Zoom and address questions from fans tuning and help placate the worries that permeate so much of everyday life right now. This could also work on social, as well.
Think Like a Game Show
Teams have been doing trivia on social platforms for a while now, but what unique features and opportunities exist on Zoom that teams could utilize to bring another level of connection and interaction at this time? This is where thinking more like a game show and less like a one for all trivia contest may help. Could contestants be part of a ‘live’ game show like Family Feud or Who Wants to be a Millionaire? Or maybe fans can watch players play a version of the Newlywed Game to see which pair of players know each other best. One could look at a list of game shows to get inspiration and get even more original and creative. There could be a lot of fun here and of course the final product can extend to other platforms.