How does it work: inside the Premier Lacrosse League’s social strategy

The Drum 31 Jul 2020 09:00
31 July 2020 10:00am
PLL leverages its massive visual library to engage fans on social.

‘How does it work?’ offers an explanation of interesting MarTech tools in practice. Here we look at how the Premier Lacrosse League is using PhotoShelter for Brands during its current championship series.

The Premier Lacrosse League (PLL) saw an opportunity to fill the void created by the delay of big summer sporting events such as the 2020 Olympic Games, so it partnered with NBC to broadcast its championship series, culminating August 9. In order to fire up its fanbase, it has leaned into social media with the help of PhotoShelter for Brands. Here’s how it works:

Marketer pain point: The need to quickly move visual media to social platforms.

How it works: The newly launched PhotoShelter AI sorts through thousands of images, recognizing athletes, jerseys, brands and sponsors. It then applies metadata to photos to simplify later searching. Then, the platform routes visual content to social teams, partners and players so they can share the images, via APIs to Adobe software, CMS platforms, email marketing, social media schedulers and project management software. Archiving comes easily, since the product’s foundational attribute is the ease with which it organizes large amounts of assets.

Top clients: FreshDirect, Chick-fil-a, Special Olympics, Applegate Natural & Organic Meats, NCAA, Nathan‘s Famous Hot Dogs & Restaurants and two thirds of US professional baseball and football teams.

Competitors: Adobe, Widen, Brandfolder, Dropbox.

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Premier Lacrosse LeaguePLL