LOS ANGELES: DKC is conducting brand awareness and media outreach campaigns for the launch of SportsFanLive.com, a Web site combining sports news aggregation with social networking applications.
The Web site, founded by former Yahoo and CBS executive David Katz and launched August 18, features team- and player-specific news aggregation, a user-activity tracker, personalized pages, polls, and a feature for finding sports bars within a geographic area.
It chose DKC in July as its first AOR after fielding a list of 10 PR agencies from business contacts.
“I think that sports fans are the most passionate audience that I know of on the Internet,” Katz said. “They've been treated to the same offerings for a long time, [but] there are many more tools available to Web users today and a lot more content. Our goal is to create a different type of sports experience for fans with the content and the community aspects that they want.”
There are no plans for the site to include gambling platforms, though it does allow users to place and track gentlemen's wagers, called “BuxBets,” against each other, noted DKC MD Scott Miranda, who added that the site aims to provide “a virtual sports bar atmosphere.”
DKC targeted The New York Times and TechCrunch during its initial media outreach, then sought coverage in technology blogs and media, as well as advertising trade publications, added Miranda. It also plans to conduct brand awareness programs specific to the sports calendar's seasons, he said.
The agency assisted SportsFanLive.com in setting up two blogging programs during last month's Summer Olympics. One event featured 28 college students at a George Washington University program in Beijing who blogged for the site during the Games, according to Katz.