Interview with Greenfly CEO Daniel Kirschner: what is +Engage, the new Greenfly product?
Greenfly, the digital media exchange platform announced the launch of its new fan activation software, Greenfly +Engage. We have been very lucky to discuss with Daniel Kirschner, president & CEO of Greenfly to know more about it, how it works and which sport organisations are already using it.
First question Daniel, can you explain to us what is +Engage? And how does it work exactly?
The Greenfly platform enables marketing teams to request and collect original photos and videos from their advocates (their athletes, talent, and ambassadors) through the Greenfly mobile app, organize them centrally, and distribute to groups of any size - individually or through curated galleries. This advocate-generated content resonates with social audiences, puts a human face on the brand, and can be used for any sort of marketing promotion as the brand maintains full and perpetual usage rights.
+Engage takes that concept a step farther. +Engage is an add-on product that works in conjunction with the Greenfly platform and enables organizations to gather and organize photo and video submissions from fans, customers, viewers - just about anyone.
Greenfly +Engage efficiently automates the organization of hundreds or thousands of user-generated content submissions for the marketing team. This crowdsourced content is better than UGC: it’s purpose-created for the brand based on their specific requirements, it’s completely owned by the brand, and it can be used either edited or unedited for any marketing promotion.
Sports teams and leagues, as well as TV networks have used +Engage to spotlight avid fans, tell unique stories, take part in a contest, congratulate athletes, or capture the emotion of fans as they support their favorite team during a competition. For example, Major League Baseball’s 2020 World Series Champions, the Los Angeles Dodgers, compiled a fan-generated video commemorating their win.
Using +Enage is easy. The marketing team configures a branded webpage with +Engage, or embeds an iFrame collection mechanism on their own website or mobile app. They provide on-page instructions and guidance to their audience on what they’d like to see - media type, length, orientation, etc. Then, they promote this webpage as a simple way for a fan to submit their original media for whatever campaign they’re running.
How did the idea come up to your mind?
We found that Greenfly customers were trying to gather fan-sourced content (along with usage rights) from their customers and audiences to help increase engagement and inclusion, especially during lockdown. To do this, our customers were encouraging their fans and customers to download the Greenfly mobile app then register to submit their content. We wanted to remove the friction of downloading an app and creating an account as we knew eliminating these barriers would enable more fans to participate and the brand to collect more great media.
The branded +Engage webpages are much more powerful, easy to use, and more accessible than our mobile app for this type of content. They can be published on the brand’s website or in their own custom branded mobile app. +Engage doesn’t eliminates the need for users to download and register with Greenfly mobile app (which has much, much more functionality than they need). With +Engage, organizations that were collecting dozens of videos this way found they were able to collect hundreds or even thousands of submissions with +Engage, giving them access to some amazingly creative high-quality content to use in their digital promotions and social channels.
You mentioned that the Dodgers were already using it, (they made this amazing video thanks to your tool), do you have other fun examples?
Yes sure, we have some published examples from other teams here: