NATIONAL LACROSSE LEAGUE BUILD A FAN-FIRST DIGITAL STRATEGY
NLL delivered real-time highlights and social videos for the 2019/20 season
The NLL is North America’s largest professional lacrosse league, ranking third in average attendance for pro indoor sports, with 13 teams in key markets across North America.
During the 2019/20 season, the National Lacrosse League (NLL) used Grabyo’s browser-based platform to strengthen the social content proposition. Building on the success of 2018, where the NLL’s digital viewership grew significantly through Turner and B/R Live- average unique views up 27%. Creating a fan-first digital strategy, looking to grow their audience, NLL used the cloud video platform to produce and deliver near-live highlights to fans across social media.
To reach high engagement levels, NLL had to ensure it was first to market, by reacting quickly to the action happening on the field and editing and distributing these clips to social channels. Using Grabyo, it was able to position itself as the go-to channel for updates and highlights, with fans served video content as it happens on the pitch. These included popular clips such as goals and moments of skill, allowing fans to watch and re-live the most exciting moments.
Optimizing the clips was essential for fan engagement, encouraging fans to interact with the action on a variety of social platforms. The digital team curated the content in a way that was suitable for mobile viewing using the Grabyo platform, allowing multiple clips to be published in a number of different formats.
For the NLL, sustaining the success of the 2018 season was crucial. By being the first to market with clips and highlights established their social channels to be the go-to destination for lacrosse fans.