Sportlobster

Social media app & network launch

Overview

What is Sportlobster?
Designed, operated and populated by sports fans, Sportlobster is a one-stop-shop delivers the entire sporting world in one location, tailored to each fan’s passions, The power of social networks together with the   dominance of smartphones ensures Sportlobster’s simple, colourful and functional app will revolutionise how sports fans so fans will never again be forced to visit several sites or download multiple apps to stay connected to their sporting world.

With tens of thousands of users signing up within only a few months of launch, the Sportlobster community is rapidly expanding. Sporting stars and celebrities are using and endorsing the site thanks to unique features, such as the predictions and sports calendar, plus the ability to write longer articles and engage in more extensive debate than other, more limited, general networks.

It’s always fun guessing who will do well at the start of the season and Sportlobster offers football fans an opportunity to get competitive – and there’s not much that gets sports fans talking as much as the premier league.”

Michael Owen
Former Liverpool FC & England International

The app offers a way for sports fans to interact with their favourite athletes and sports teams and have their own voice heard by likeminded fans. Sportlobster is a one-stop-shop for sport and the launch of this app will allow fans to get the best out of Sportlobster while on the go. While other platforms may allow you to have a voice, Sportlobster offers a dedicated space to discuss real topics in sport. As a regular user I understand the value it can offer and the team is committed to delivering something truly unique to the sporting world. My investment shows belief in that commitment.”

Michael Owen
Former Liverpool FC & England International

The recent $1,000,000 is necessary because of the rate at which we’re growing. When we launched there were only three of us, now we’re a busy team of nearly 20 programmers and marketing professionals and this is all before we bring in a large commercial team in 2014 once confident our user experience is optimised.”

Arron Shepherd
Sportlobster Co-founder & COO

Our PR Brief

Henman Communications were engaged by Sportlobster to launch their new app and social media network and deliver three PR and media outreach campaigns throughout 2013.

  • Target audience: sports fans, celebrities, and sports clubs
  • Target demographic: 16-24 year olds
  • Target media sectors: business, sports, lifestyle, technology
  • Target media channels: print, broadcast TV & radio, online, bloggers, social media
  • KPI’s: click through rate, AVE values, No.of app. downloads

PR objectives

  • Create awareness of the Sportlobster website, get fans to sign up
  • Create awareness of the Sportlobster mobile app, get fans to download the app.
  • Generate sports industry acceptance and credibility
  • Endorsement by leading National Governing Bodies
  • Endorsement by key influencers in the sports sector
  • Raise media awareness of the Sportlobster, what it does and to get noticed.

Campaign 1

Michael Owen tips Chelsea FC for premier league title

PR Deliverables

  • Campaign strategy & planning
  • Press release drafting and distribution
  • Profiles, key messaging, quotes
  • Liaison with Michael Owen’s agent
  • Distribution list research
  • ‘Selling-in’ story to target media
  • Media monitoring & AVE report

Results

  • Total articles: 54
  • Publicity value: £166, 088.69
  • Circulation: 2,209,686

National and online coverage

Irish Mail on Sunday, Football and Fashion, Sportsvibe, Mail on Sunday, express.co.uk, Daily Express, Daily Star, EuroSport, Mail Online, Eurosport Asia, YAHOO! SPORT (UK), CMS, Sports Techy, Yahoo! Finance, Bloomberg BusinessWeek, Reuters, givemesport.com, thesportsreview.co.uk, football.fr, sportsmole.co.uk, dialyecho.com, elfvoetbal.nl

Social media

  • Michael Owen: 2,489,305 followers
  • Daily Express: 65,469 followers
  • Daily Mail Football: 6,954 followers
  • Daily Star: 54,948 followers
  • Southern Daily Echo: 15,520 followers
  • Bola: 194,956 followers
  • Manchester United FC: 21,368 followers
  • Facebook The Red White Lite: 3,836 likes

The Video See Michael Owen showing off some of his skills here
Instagram-screenshot

Campaign 2

Sportlobster secures $1,000,000 investment ahead of ‘Game-Changing’ app launch.

PR Deliverables

  • Campaign strategy & planning
  • Press release drafting and distribution
  • Profiles, key messaging, quotes
  • Distribution list research
  • Selling-in’ story to target media
  • Media monitoring & AVE report

National and online coverage in financial and corporate media

Yahoo! Finance, StreetInsider.com, BusinessWire.com, SYS-CON Australia, Bloomberg Businessweek, AjaxWorld Magazine, Yahoo! New Zealand, Irish Mail on Sunday, Football and Fashion, Sportsvibe, Mail on Sunday, express.co.uk, Daily Express, EuroSport, Mail Online, Eurosport Asia, YAHOO! SPORT (UK), CMS, Sports Techy, Bloomberg BusinessWeek, Reuters. Morningstar.com

Campaign 3

Sports social media app launches with celebrity backing to rival major players.

PR Deliverables

  • Campaign strategy & planning
  • Press release drafting and distribution
  • Profiles, key messaging, quotes, briefing documents
  • Co-ordination of a live Q & A interview session with Michael Owen at SL offices
  • High res images taken at the event
  • Media monitoring & AVE report

One-to-one media interviews arranged with: Daily Express, Metro, Eurosport, Mail on Sunday, Sportvibe, and Daily Mail

National and online coverage secured with: Daily Express, Metro, Eurosport, Mail on Sunday, Sportvibe, Daily Mail and other key online media outlets.

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