How to create superfans for your content

Australia’s always been a nation of sports fanatics (just check out your bleary-eyed colleagues who couldn’t tear themselves away from the Paris Olympics!). But in the age of digital consumption, how do convert a sports spectator in a stadium to become a superfan of sports across all platforms?

Darren Werner, Head of Marketing at Kayo Sports, told The Business Of podcast he wants fans to be able to go deeper; whether that’s going back to watch previous events, watching behind-the-scenes docos and athlete interviews, or exploring codes they’ve never watched before.   

“Audiences get drawn into the highs and they want to ride the lows equally. The content you create around that is really important in driving deep emotional connections with the audience.” 

On The Business Of podcast, Darren shares tips on how to use the digital experience to convert casual viewers into brand superfans. Listen to that episode in your favourite podcast app or below.

The Business Of is a Deadset Studios production for UNSW, hosted by Dr Juliet Bourke.