BYU Students Takeover Social Media Feeds of NASCAR and Major League Baseball, Help Fortune 100 Company

 In Case Study, Entertainment, News
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ive of BYU’s brightest minds were recruited by a Fortune 100 company this spring for brand research among Major League Baseball and NASCAR fans.

BYU communication students used live social media engagement software right from their BYU campus lab, honing in on stadiums of the sporting events to gauge brand interest of the fans in attendance.

The School of Communications is under a firm non-disclosure agreement with the Fortune 100 company. The NDA prevents any mention of the sponsor’s brand and products and as such, the client and its products will not be mentioned in this story.

Among those bright minds was Y Digital Lab account manager, Tassji Krupczynski. Reflecting on her experience she said, “Large brands are able to truly humanize their social when they talk to audiences, and we can help them do that.” The results Krupczynski’s team collected helped the client identify valuable sponsorship opportunities and move forward with data to back their business decisions.

Using HYP3R digital software, the students geo-fenced NASCAR tracks, then engaged fans on behalf of their client. Geofencing uses GPS or radio frequency identification (RFID) to outline geographic borders. After the virtual barrier is created, a generated trigger alerts the lab’s students of any mentions of the company coming from the selected space. The geo-fence allowed the BYU team to identify and initiate conversations with NASCAR fans attending the races who showed interest in the client’s brand.

BYU Y Digital students evaluate and respond to posts of fans attending NASCAR events

BYU Y Digital students evaluate and respond to posts of fans attending NASCAR events. (Adam Durfee/ Y Digital)

The BYU students tracked and analyzed posts that fans generated about the brand. They interacted with the fans by asking questions about both the brand and the races. During the 24 hour social media takeover, the Y Digital Lab increased the brand share voice of the client company by 48 percent – nearly half of the people within the geo-fence were talking or posting about the brand.

It was pretty phenomenal,In the history of engagement software where they’re measuring this stuff on a regular basis, Y Digital achieved one of the highest return on engagement statistics for live social campaigns.

“It was pretty phenomenal,” said Director of Y Digital Adam Durfee. “In the history of engagement software where they’re measuring this stuff on a regular basis, Y Digital achieved one of the highest return on engagement statistics for live social campaigns.” The outcome then led the national brand to see the benefits of promoting their products at NASCAR races.

The members of the Y Digital Lab are changing the game of digital marketing. These students are testing the social presence of national brands at high-profile events and allowing them to hone in on lucrative target markets.  After major success with NASCAR, the students took the same research experiment and a different product of the Fortune 100 company to various Major League Baseball stadiums.

The lab conducted similar live social media monitoring and engaged with baseball fans. But this time around, MLB fans weren’t nearly as responsive. Baseball fans showed minimal interest and low social engagement during the brand’s presence at the major-league games.

Both the NASCAR and MLB research done by BYU’s communications students helped identify the venues where the client’s products would be most successful.

BYU’s Y Digital team continues to work with notable companies through live social projects, right from their lab at BYU. Keep up with them online at ydigital.co.

Written by: Kei Akoi Clark

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