PlayUp Is Seeking to Get a Leg Up On Sports Social Media
The quest for effective social and digital media platforms for brands is ever evolving, perhaps in no greater space than the worlds of sports and entertainment. Because of the emotion and passion involved in the live sporting event, the playing fields and stadiums of the world have become a great litmus test for how brands can engage in the digital space, and more importantly, how fans and those in the business of sport…athletes, teams, leagues…can effectively interact.
The ways of communicating sports has evolved a great deal. From News to Message Boards and Chat rooms to Blogs to Facebook, Twitter, and other social media. Despite the more frequent ways of social media to communicate, there was still there was a disconnect. People had a voice and a gathering, but that gathering still needed a third party or a different screen to give you the information you could talk about. Yes there are thousands of news sites where you could get stats and play by play, but connecting that live experience with social was a wide gap, until recently.
A number of teams, and a cross section of independent digital platforms, have begun experimenting with the marriage of all things sport and social. The New Jersey Devils last year launched “Mission Control,” a place where on a game night all information on the Devils ran through one central hub. The Los Angeles Kings have begun experimenting with a similar platform that also involves brand integration and offers as well. However those offerings are very team-specific, and even with their effectiveness, they only are for the fans of the one team, or even the one sport…hockey.
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The latest platform to address sports and social on a grand scale is called PlayUp, and it was soft launched this past month in the United States, after receiving tremendous response and growth with similar platforms for Indian cricket and Premier League football. What PlayUp does is pretty simple, it marries the worlds of social and sport, with real time stat feeds, and presents it via a mobile platform that until now had not existed. The result is a place where fans can amass by the thousands, or where someone can chat with his or her friends in a private group, while following games on a second screen or in person, not just for one game, but for virtually any live sporting event on the planet, 24/7. Man U fans in California can link with those in Beijing, expats who love the Patriots in Germany can follow with their friends in Boston, all in a familiar platform with a simple, free download.