Cannes Lions

Accenture and Golden State Warriors: Teaming to Reimagine the Audience Experienc

CREATIVE ARTISTS AGENCY, Los Angeles / ACCENTURE / 2017

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Overview

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Credits

Overview

Description

Technology and innovation are at the heart of Accenture’s work with the Warriors. We are focusing on fan-driven ideas, experience design and new technology to deliver an entirely new fan experience.

• Inviting the Fans to Help Design Their Fan Experience: Leading up to the opening of Chase Center, the Warriors and Accenture will engage fans and the community in defining the future experience through “FANNOVATE”, a fan-involvement effort to capture input and ideas, the most promising of which could be incubated and prototyped as part of the Chase Center experience design.

• FANNOVATE Intentionally Dynamic: The FANNOVATE fan engagement platform will be ever-changing as we create many ways for fans to contribute ideas and engage with us as we design the new experience. Warriors fans and Chase Center audiences have the opportunity to contribute ideas on warriors.com, hackathons and many other ways.

Execution

To unveil the new partnership, our communications tactics included a variety of marketing tactics, including:

• Virtual Reality Experience

• Social Campaign, Twitter sweepstakes

• Brand Ambassadors

• Announcement Video - “Unforgettable Moments”, dedicated web presence on accenture.com and warriors.com

• Accenture Employee Engagement

• Media Tour featuring Julie Sweet, Chief Executive Officer, North America, Accenture and Rick Welts, President and Chief of Operations, Golden State Warriors

Our team used cutting-edge technology and a new Virtual Reality system that had 24 cameras to continuously shoot 360-degree footage—offering a unique virtual experience from a player’s point of view. But, we had just four weeks to shoot and edit the footage, and to create an integrated marketing campaign to position the partnership in the marketplace, which included working with multiple teams across different vendors and explaining our partnership and technology to fans who are otherwise unfamiliar with Accenture and our capabilities.

Outcome

The campaign exceeded expectations. The aims were to obtain local and national attention for the new Accenture and Golden State Warriors partnership around the message of driving technology innovation, as well as increasing brand awareness in the Bay Area.

The announcement was Accenture’s top Twitter mention of the past year with 5,400+ engagements, 1,300+ positive Twitter mentions and 31 million+ impressions.

The campaign leveraged earned media to amplify the message with a two-pronged strategy that focused on national press for broad awareness and local Bay-area press to meet fans in their own backyards. Targets spanned broadcast, print and online, across business, technology, sports and local Bay Area media. Earned media coverage resulted in more than 177 million impressions, from outlets including Yahoo! Finance, Forbes.com, FORTUNE’S Data Sheet and Bloomberg Radio.

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