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

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.

Proof point: Nearly 20,000 images have been captured and shared during the PLL championships so far. It identified 5,300 sponsor logos and tagged within the first three days.“AI recognition of our photos helps us save hundreds of hours tagging and organizing photos,“ says Tyler Steinhardt, director of marketing, PLL. “It enables us to share content with our partners, players and fans faster than ever before.”

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.

Key stats: PhotoShelter 36% year-to-date 2020, and received $8 million in funding from Level Structured Capital.

Competitors: Adobe, Widen, Brandfolder, Dropbox.

Date founded: PhotoShelter launched in 2005. B2B division debuted in 2015.

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