Crowd Engagement is Brand Necessity

The Brand: Chicago Bulls

Event: Exposition game. Pacers vs. Chicago Bulls.

Location: Purcell Pavilion, Notre Dame, IN.

B U L L S – BULLS! I have no idea the chants and cheers of the Chicago Bulls. And unfortunately for the Bulls, after their exposition against the Pacers not many first-time fans will be able to say they are familiar with a Bulls’ game-like experience either.

The brand is a living element of any company or organization. From Apple to your local grocery store, the brand must be recognized as a legitimate piece to any organization. The Bulls brand suffered recently due to a low-energy “home” crowd at an off-site. Better energy could have changed the game experience. And the game experience is a piece of the brand.

I sat with a friend in level two of the arena for our first Bulls game experience. Immediately walking into the arena, I questioned what the energy would be for this game. As the game moved forward, I found myself hoping for energy from the cheerleaders, mascot, players, or anyone. And I wasn’t the only who noticed the low crowd engagement. It echoed across the arena – probably because it was so quiet.

Props are due to the Bulls entertainment team. The mascot had dance moves that would compete with any break out dancer, the dance team whipped their hair around the arena and moved as one unit, and the free t-shirt guys were able to excite the crowd during time outs.

Here’s where the Bulls brand took a hit.  It was a quiet arena, all game. If your core product is basketball, why is it that by the end of the game a visitor would have only learned the “Let’s Go Bulls” chant. The game lasted maybe 2 ½ hours and my section cheered for the Bulls once. My section didn’t stand, we barely made a noise.

Brand fix: Wherever you go Bulls, get the crowd engaged in the game. Utilize the dance team by giving them signs and engaging the crowd with your cheers. This will possibly spark energy on the court. Place your crowd engagers all around the arena throughout the stadium to get the arena into the game. For goodness sake play music throughout the game that will get people excited in their seats.

Who knows Bulls, you might get more fans from the experience if you engage them. If you choose not to act, you risk losing potential fans to the likes of another team or brand that will engage them. That organization will welcome them with open arms.

Exhibition game or not, make people feel your brand. Your sales will spike because of it. Your team will appreciate it the crowd engagement.

Written by Joshua Wilson

@jjwil325