Posts Tagged ‘ESPN’

It isn’t ESPN 3D or even vuvuzela-dampening audio tools. It’s this nifty little calendar created by for Sony Ericsson. It’s a complete guide to the month-long contest in one simple infographic. Yet even a soccer newbie like myself could easily get the hang of it. I started picking out my team’s schedule. Then checking the standings in the various groups and stages. And eventually, long after the USA was eliminated, I was watching more futbol than I have in a lifetime. My “Aha!” moment: when I started checking the date to see who’s playing today. I was hooked.

All the elements of a perfect engagement tool:

1. Something Worth Following

While this should be a no-brainer—and certainly is with the international fervor surrounding the World Cup—it’s amazing to me how much marketing effort is spent hyping non-events or pseudo-communities that would never pass the “What’s in it for me?” test.

2. K.I.S.S. (Keep It Simple, Stupid!)

As every good copywriter knows, a picture is worth a thousand words. Here, a simple unifying stadium graphic neatly organizes 32 teams, playing up to 4 games a day, across 10 locations, and keeps all the schedules, results and scores up-to-the-minute and instantly accessible in a single intuitive interface. Without any additional navigation, I can sift and sort the data that’s relevant to me—whether die-hard fan attending the games in South Africa or casual observer from the other side of the world. (There’s a Spanish version, too!) For an easy-to-follow World Cup schedule that’s fun to boot, it beats hands-down anything from FIFA, ESPN and Yahoo Sports.

3. What’s the Kicker?

One of the first things that I learned about writing TV spots was to end with a good kicker—a reward for watching. Presumably, the audience would endure your message over and over again waiting for a good kicker. So what’s my reward from the World Cup Calendar?

Understanding for the first time how the competition works, how teams advance and what’s coming next. Feeling more connected with this international spectacle. Being able to talk about it with my British-born husband and soccer-referee brother. And enjoying it all the more because of all of the above. Not a bad return on a very small investment of time and energy.

But enough of this. I’ve got the World Cup Final to watch now.