Brand Thunder Passes 2 Million Downloads – 2 Reasons Why by Kevin Dwinnell

The growth chart is text book. Brand Thunder’s doubling its size in half the time. It took us 18 months to reach the 500,000 download mark. Nine months later, we reached the million download mark. Four and a half months after that, we’re over two million downloads. Nice momentum.

Distribution

It’s easy to see the caliber of brand that we’re fortunate enough to work with, our client list is full of great names from around the globe. Leveraging the power of the brand and their consumer touch points is common practice for affinity products. We try to bring a little more.

The web has splintered audiences. Think about how a sports fan may follow their favorite team. A fan may go to the team’s site, or they may go to a leading sports site, or they may participate in a blog or community focused on a team or sport. Limiting distribution through team channels limits the reach of the product. (As an aside, if you really want to learn about how teams can keep up with their fans, follow Sports Networker.)

Brand Thunder leverages distribution opportunities beyond the client site. We interact with communities where fans are gathering (always in a respectful way). We go through download sites where users are already looking for ways to personalize their experience. We look for other means to message the availability of the browser theme and get it to fans. We’ve seen a material benefit to our partners with this approach.

Product Extension

We love our client list and helping our clients connect with their fans is our biggest priority. But that’s not are only product. We also build interactive browser themes for the generalist or people that like stuff not represented by our client list. In the world of affinity credit cards, the NFL card is in the top 3 (don’t quote me on the exact number). Data accuracy aside, the illustration holds – most fans choose the NFL over their favorite team.

That’s why we have a Basketball theme, in addition to the NBA teams we work with like the Cavaliers, Magic, Sixers and Suns.

These product extensions help us reach the broader audience and grow our business. We continue to look for ways to meet the end user where they are and where their interests lie. We’ll continue to strive for that while we work our way toward the four million download mark.

Posted in Commentary, News | Tags: affinity marketing, brand thunder, Branded Browser, browser theme, Cleveland Cavaliers, custom browser, National Basketball Association, National Football League, NBA, NFL, orlando magic, pheonix suns, Philadelphia 76ers | No Comments »

Boom! Cleveland Cavaliers Browser Launches with Two Looks by Kevin Dwinnell

The Cleveland Cavaliers are the first NBA team to launch with a Brand Thunder Boom (branded browser) and they’re doing it with their fans in mind.

The Boom has two views: one focused on the team and Cavs.com, the other focused on CavFanatic.com – the official social network of the Cavs. And it’s more than just the look changing. All the toolbar buttons change to meet the needs of each user. You can check it out on their site here, or download from Brand Thunder here.

Brand Thunder’s Boom technology, which allows the real-time switching between the different browser customizations, helped make this happen. Our first two clients to utilize this capability, the Cavs and JOCKlife.com, both recognize the transient nature of the consumer and the desire to optimize the experience for their audience.

By transient consumer, I mean focus and attention is going to ebb and flow for each of us. Even diehard fans take a breather during the off-season or have a temporary shift of attention. JOCKlife.com, a sports site that offers the “voice of the athlete” with its list of notable athletes blogging on its site, launched its Boom with four views: a general JOCKlife.com look, and ones focused on baseball, basketball and football (you can get it here). This allows them to meet the need of the fan that wants it all, or the fan that wants to focus on the sport that’s in season.

The Cavs are no different. They just split their focus between the Cavs fan and the CavsFanatic. It’s a natural extension of the push this season to recognize members of their fan social network – CavFanatic.com. This focus has included game-night dedications and receptions for the community – and now a special view in the Cavaliers Boom.

When you really think about and act in the interest of your fans, transient isn’t much of a concern. You know they’ll be coming back.

Posted in Commentary | Tags: athlete, basketball, brand thunder, Branded Browser, Cleveland Cavaliers, custom browser, jocklife, National Basketball Association, NBA | 1 Comment »