AZRENA "Create contact in 10 seconds" Kawasaki Brave Sanders's possibility of sports x Tiktok [PR]

Many professional sports clubs use SNS to repeated trial and error to develop new fans and create business.Meanwhile, the short movie platform "TIKTOK", which has a wide range of users in a wide range of young people, also has a great possibility.

The B1 League, Kawasaki Brave Sanders, partnered with Tiktok for the first time in the B -League Club in October 2020, and concluded a “Creative Partnership” in November 2021.

The reason why Brave Sanders will be in the front and strengthen this platform, and the new business that comes from it will talk to Naoto Fujikake, a business department of DeNA Kawasaki Brave Sanders and Business Strategy Marketing Department. I heard.

[Provided: Tiktok Japan]

Tiktok, which was effective for attracting teenagers

-A announced the conclusion of a creative partnership with Tiktok.Where is the difference from the initiatives so far?

Until the last season, we have been conducting and verifying a wide variety of measures while exploring what kind of efforts we can do, and as a result, followers have increased.I felt a lot of stretching in that, so I wanted to focus and make it more effective in various aspects.As a specific initiative, we are increasing offline measures unique to professional sports clubs.We take measures using the vision of the venue and do a tiktok post campaign to invite to the original seat.Until now, measures that were completed on Tiktok were the main measures, but this season we are trying to soak in the venue and use Tiktok in various fields.

Until now, we have been consistently aiming at Tiktok to create a chance for those who have never seen basketball to be interested.However, in the future, we hope that fans will be able to provide content that can enjoy basketball from various angles.

-What is a measure using a vision?We are planning a project called "#Floating Tiktok" using the official timeout time when the Fujikake game is temporarily interrupted.It is a project to give a video quiz in a large vision in the center of the venue and answer it in Tiktok.I hope that it can be a factor that connects the arena and tiktok, which had been separated so far.

-Do you feel the change due to collaboration from a business perspective?When I first worked on Tiktok a year ago (the end of 2019), I did not know how much the number of registrants would increase.Under such circumstances, we cooperated with live distribution, and we studied a lot.As a result, we were confident that we got results in the numbers in one year.Next, I hope to have a new profit model.Since it is functioning as a tool that attracts customers, I want to establish a model of monetization such as sponsorship and EC separately.

-Do you feel that customers have grown?Fujikake: It has led to the attractive teen generation, which has been difficult to approach so far.Approximately 40 % of those who first came to the venue in this generation answered, "I saw Tiktok and bought a ticket."

A platform that is easy to create new encounters

-Is it a layer that you can't get on YouTube?The customer base is clearly different between Fujikake YouTube and Tiktok.There is a feeling that tiktok is more younger.In particular, measures to collaborate with Tiktok creators have been pierced by the younger generation.Due to the effects of such digital measures, the number of tickets purchasers in their 20s and under is actually increasing considerably.Now, all clubs have decreased the number of tickets for the whole ticket due to the incorporation and admission restrictions.Among them, it is unusual that tickets under the 20s are increasing as actual numbers.

Yamazaki: The fact that the number of young children is increasing works positively for sponsor sales.It is hard to see the number of new customers in Corona.In that sense, measures using Tiktok have become good PR.

-I think that sports clubs are having a hard time acquiring new and young people.

Fujikake Tiktok is not limited to followers, but videos that are likely to be interested in users are recommended.There is a chance to see young people who have not touched basketball just by swiping.You can easily approach Kawasaki Brave Sanders.I wonder if it is a platform that makes it easy for new encounters to be born.

We are also actively working on collaborating with creators to create opportunities for those fans to know Kawasaki Brave Sanders.In addition, the content of the content is devised by the platform so that the people who have touched it for the first time enjoy it.

In YouTube, even if you put out a long -shaped player fine play collection, you will get tired of those who see it for the first time.For this reason, we often use videos with strong entertainment elements such as challenging and verification.Tiktok also emphasizes those who are new to viewing, but we have a policy of having them interested in play images, taking advantage of the characteristics of shorts.On the other hand, Twitter and Instagram are already consciously using Kawasaki Brave Sanders for those who know content.

Go to get "gap time" by tiktok

-Tiktok's followers are 90,000, which is likely to exceed the number of subscribers on YouTube.I think that you can get a corporate PR project if you have only this.Yamazaki: We are actually working with companies to use new camera technology.I posted a video that could be seen from other angles from other angles, leaving dozens of cameras at the venue.

It is close to the experiment, but I think it would be interesting because there was no such connection without a tie -up with tiktok.

-The I wonder if there is a high demand for the content that can be consumed in a short time.

Fuji Kake had clearly felt the flow before.So, while focusing on YouTube, Tiktok also made a policy to focus on it.In this era full of interesting entertainment, content that fills the gap time is required.

However, there is some information that cannot be conveyed unless it is long.If you want to be aware of Tiktok and want to know deeply, I imagine that you transition to another platform.For example, a documentary with a certain level of quality takes about 20-30 minutes.If you can see it, it will be a strong content that you will be able to like even more, but you will get tired on the way even if you press it into a light layer.

With a little interest from a short time, I'm going to a 10 -minute or 20 minute video, and when I notice, I'm watching a 30 -minute documentary.She thinks, "Oh, I like Kawasaki Brave Sanders," and then follows the information in real time.We value such a story and map the role of each platform.That's why you need content that attracts it in 15 seconds as an entrance to it.

-Was it difficult to get the awareness of the teen layer before doing tiktok?A lot of new layers are coming via the recommendations and related videos in Fujikake YouTube.We have created content with an entrance element that can be enjoyed by people who do not know basketball, such as "I tried 〇〇", and have the opportunity for new people to know.However, this method can only get contact with those who are staying on YouTube.Tiktok has a different user base than YouTube, so you have contact with the layer that you couldn't approach before.

-Finally, can you tell us what you want to work on in the future?As long as Fujikake Sports Club works on Tiktok, I would like to find the value that can be delivered because it is sports, and the value that can only be done because it works online and offline.In addition, I want to challenge the results of sales.

Kawasaki Brave Sanders's digital measures have been clearly produced in a quantitative effect of attracting customers, which is a special point in the industry.I think that by creating a lot of results and achievements as a sports club by using Tiktok, other clubs will be actively working on it.In the future, we hope that by creating a variety of sales effects as well as attracting customers, we can contribute to the revitalization of the sports world by having a positive effect on the surroundings.

Yamazaki: Why do you do Tiktok?I wonder if many clubs think naturally.If you are doing Twitter or Instagram and Tiktok is added, you will have to assemble the staff's man -hours.The question is whether it is really effective.You don't have to call guests, edit, or upload twice a day.Such a voice is absolutely born.

That's why you have to increase the number of elements that lead to profits.Of course, increasing the ticket income is one of the purposes, but I think we need to make sponsorship achievements.YouTube increases the possibility of sponsorship projects by increasing the number of registrants, but now three years after opening, tens of millions of sales of YouTube sponsoring alone are being tens of millions a year.

In the same way, Tiktok is not only a ticket purchase, but also a sponsorship project from a company.Also, I want to start collaboration between Tiktok and SHOPIFY, so I want to buy goods there.Such measures can be considered because the users have a pool, so I would like to try various things and create that success this season.

I wonder if if you accumulate your achievements, you will be acknowledged that it is meaningful to do it.We hope that we can create new models and success cases and have many clubs operate Tiktok.