🔊 How the Minnesota Vikings are embracing the digital experience

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Plus, why Facebook might quit the EU.

Sep 22, 2020

Good morning Marketer, missing football?

With preseason games halted due to the pandemic, the 2020 NFL regular season might be the most anticipated in its 100-year history. But for the NFL’s Minnesota Vikings, this year’s offseason led to the creation of a new type of fan experience – one that could happen at the digital level.

The Vikings selected omnichannel marketing cloud Selligent to leverage data to uncover fan insights, create new ways to interact with players, build community and camaraderie, while using relevant content to ensure memorable and purposeful touchpoints with the organization.

“We did a lot of research with predictive models and how to engage each fan persona,” said Vikings Director of Analytics Rich Wang. “Our emails have to look different now and really demonstrate that we care about our community. Simply asking for credit card information for transactions will not work.”

The game-day experience will also look and feel a bit different for fans as the stadium won’t be at full capacity for the 2020 season – but it doesn’t mean a digital experience can’t be as valuable. The Vikings have partnered with Sleep Number beds, Miller beer, and U.S. Bank to create “homegating” experiences, sending homegating packages to season ticket holders. The Vikings are also creating hashtag campaigns for fans to share their homegating experiences.

Read more on how the Minnesota Vikings are taking the digital experience to the next level – and why it’s about much more than football this year.

Taylor Peterson,
Deputy Editor

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Social Shorts

Facebook says it may pull out of EU

As regulators in the European Union move to curtail the transfer of EU citizens’ data to U.S. servers, Facebook is saying it may quit the region altogether. Facebook is challenging a preliminary order issued last month by the Irish Data Protection Commission to stop sending user data to U.S. servers — a key piece in Facebook’s ability to serve targeted ads to those users.

Why we care. Many privacy experts see Facebook’s response as an idle threat, Vice reports. However, if the order holds, Facebook would need to reconfigure its systems which could keep users — and marketers — in the EU from accessing the Facebook portfolio of apps while that work is underway. It could also mean targeting ads to EU consumers looks a lot different. The order is aimed solely at Facebook now, but could eventually have implications for Google and other businesses that use U.S.-based cloud services, for example.