For Fox stations, the Super Bowl is a rare opportunity to create an a multiple day broadcast event. Instead of thinking of the game as a several hours of programming from Fox on their air, leading Fox stations take the opportunity to create an experience that demands viewers watch and participate in the days leading up to and during the game an event that feels very much like the station is presenting the Super Bowl.
Think of the game as a chance to have a Super Reach of your station on all platforms over the course of a week. Having the digital and social team join the conversation now can make sure that they have an hour by hour and minute by minute schedule for the game on all platforms. We can grow your ratings but also your reach on social media and the reach of your website and apps if they are fully integrated into the experience we are offering the viewers.
We should never assume that people will watch the game. If the season so far has demonstrated one concern, it is that even live NFL games increasingly have to compete against other media on other platforms. To have full engagement with the broadcast and tune in by even the most casual fan, we need to speak to three phases of engagement that we would like to create:
Anticipation: Content on all screens that builds up interest in the teams, the players, the coaches and the cities involved in the big game.
Participation: Content that is built in advance but is flexible enough to be posted as the national anthem is sung, as the fly over occurs, game begins, during key plays, big scores, half time, trending topics, and the game ending.
Congratulation: Content that is ready to go for the winning team, coach, MVP and others who had success during this game. Your station can be part of the happy feelings of those whose favorite team won the game.