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Analysis of Test Marketing Video
Public Response and Viral Impact
Question?
Could the idea / concept of Basketball-the-Remix spark a “buzz online” and “capture an audience?”
Target Market
Demographic Highlights:91% are males of an average age of 20.1 years.51% Caucasian; 16% African-American;12% Asian and 9% Hispanic34% attended or graduated college or more.63% are currently students.50% are employed (full or part-time).Average Household income is $54,674.
Over 90% play basketball for an average of 2.7times per week.
97% of readers watch the NBA on TV; 81% say the NBA is their favorite level of basketball.
SLAM Magazine 2008 Readers Survey: SLAM was founded in 1994 as the “in your face basketball magazine,” covering all things hoop related, from NBA, college ball and high school hoops to old-school stories, kicks, streetball and the fashion of the game. Fourteen years later, SLAM is still the No. 1 dominant media outlet—both in print and online—for all things that matter in the world of basketball.
Target Market 2008 SLAM READER SURVEY
85% say their favorite music is hip-hop.57% own an iPod.40% stated that they plan to buy a new iPodMP3 player in the next 12 months.
52% download music once a week or more.85% own a cell phone.64% download ringtones.87% play video games.
Please indicate your age:13-17 51%18-20 15%21-24 12%25-29 11%30-34 8%
Are you:Male 89%Female 11%
Overview
On January 16, 2011 a short, highlight clip of Basketball-the-Remix was posted on Worldstarhiphop.com (WSHH). WSHH is one of the top urban video platforms in the world with 120 Million monthly page views and 30 million unique visitors a month. After four days, I reviewed the viral reach of Basketball-the-Remix as well as the conversation stimulated by the video post.
WSHH Profile
Worldstarhiphop is a tube site broadcasting urban videos including music videos, gossip, news stories and user generated content.
You Are: Male: 53%Female: 47%
Ages: 13 – 17: 18%18 – 34: 34%35 – 49: 24%
Income: $0 - $30K: 24%$30K - $60K: 38% $60K - $100K: 23%$100K +: 14%
Education:No College: 57%College: 37%Grad School: 6%
Source: Quantcast.com
Views After Four Days
Views: Worldstarhiphop.com 186,9032KSportsMix (Youtube) 55,057Tv. Gawker 1,357Total 243,317+ Additional 23+ websites have embedded the video. View count from these sites are unavailable. 73% of embedded videos where taken from Youtube.
Social Media Feedback
Facebook Likes: Worldstarhiphop.com 6,000+ (3% of views) Barstoolsports.com 80Thablack1990.blogspot 45Rickeysmileymorningsshow 52Ksportsmix (Youtube) 18 Likes Twitter: 110+ Tweets Facebook Fan Page: 70 New Fans @ Basketball-the-
Remix
Viral Conversation: Comments Comments on 25 blogs or forums where reviewed. In addition, it was observed that fourteen of the sites embedded the video from YouTube with four sites embedding the video from Worldstarhiphop.com. Top Commented Sites: Worldstarhiphop: 232 (less than 1% of views)
Netball: 54Negative: 25Positive: 13
Barstoolsports.com: 25Netball: 1Negative: 2 Positive: 1
Nbademensions.net: 10Netball: 1Negative: 0 Positive: 4
Viral Conversation: Comments
Pros: 1.Expressed a desire to play or too see how Basketball-the-Remix develop. 2.Expressed a greater level of skill is required to play Basketball-the-Remix. 3.Viral conversation was spread through twitter (110+), blogs and forums (25+).4.Yielded 70 new Facebook Fans with an average friend base of 130 each.5.Talking about tour.
Cons: 6.Called or compared Basketball-the-Remix to Netball.2.Expressed confusion on how soccer and hockey have been integrated.3.How can I claim playing basketball without a backboard new?
Assessment: Cons
1. All unfavorable feedback can be distilled to claiming to have invented a new sport.
Resolution: Educate audience on game and specifically how rules integrated with hoop and court demarcation create a “new” and “unique” and never before combination of equipment, rules and athleticism.
Assessment: Pros 1. The overall feedback is positive and suggest strong potential to build a
niche market for basketball-the-Remix events and video content.
2. Basketball-the-Remix can “move the crowd” and “create an audience.” Crowd MovementTweets (110+) Facebook Likes (6,000 +) Blog Post/Forums (25+) YouTube video embeds (19)
Audience Creation70 New Facebook Fans Blog and Forum Comments.
3. People want to play, want more information, see value in improving skill, expect a tour this summer and interested to see how the sport develops.
What’s Possible?
1. What size audience could we create for Basketball-the-Remix, professional produced content? One million views a month?
Assumption: If one, 1:47 video generates 243K views in 4 days, igniting a buzz and on going conversation around Basketball-the-Remix.
Then a well produced 10 minute weekly webisode can generate 250,000 to 750,000 views per episode or 1 to 3 million views a month.
Summary
Change the Game, Change Communities! M. Tee Armstrong
Face Book: Basketball-the-RemixTwitter: @bballremix
602.465.8235
Basketball-the-Remix is a new basketball game based upon concepts expressed upon a United States Patent for basketball game, apparatus and method of play. Basketball-the-Remix objective is to create an alternative platform for urban recreational and streetball players to express there passion for basketball.
Our vision is to create the first social basketball company that provides professional, integrated experiential on-off-line basketball-the-remix events. We are currently seeking sponsorship to underwrite one of three initiatives for 2011.
