Capstone – Project Charter

Marketing & Branding Improvements for LiveLike

A Collaboration Between

Engagement Synopsis

Project 1: Help LiveLike enhance their marketing and branding strategy while developing a new marketing campaign for their existing VR Product Project 2: Help LiveLike enhance their marketing strategy and develop a new marketing campaign for their new mobile product

Company Information

CompanyLiveLike
HQNew York
RevenueUnlisted
Employees50-100
StageHigh-Growth Startup
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time, Upper Level Full-Time
Websitehttp://livelikevr.com/

Company Overview

LiveLike is a technology company delivering the best live social sports experiences to fans on any mobile platform. The company’s platform integrates the latest innovations across VR, AR, and MR to revolutionize sports viewing around the world. Employing 3D avatars and spatial audio communication, LiveLike allows multiple people to view a game together in an interactive 360 degree “virtual suite” from multiple angles, no matter their geographic location – and with or without a VR headset. With top global broadcasters such as FOX Sports, BT Sport, France TV, and Dentsu as partners, LiveLike has been a part of the world’s most influential sports productions such as Super Bowl LI, the 2017 UEFA Champions League Final, and the French Open. LiveLike’s immersive experiences take fans beyond the traditional way of viewing live sporting broadcasts and offer audiences innovative ways to interact with game content. Recognized as the VR Startup of the Year in 2017 by VR Bound and taking first place in TechCrunch’s 2016 1st & Future Bringing Home The Game category, LiveLike continues to gain industry recognition as a leader in interactive sports technology with members of the founding team being recognized on Forbes “30 Under 30” and Sports Business Journal’s “40 Under 40.” LiveLike’s headquarters is in New York, USA with offices in Paris, France, and Gurgaon, India.

Company Supervising Team

Co-Founder & Chief Creative Officer

Jeremie

[email protected]

Course Info & Engagement Details

SchoolMontclair State University
Engagement FormatLive Case - Class Collaboration or Case Competition - This learning format allows educators to deliver experiential learning to students at scale. Students are often split into groups to work on a live case (or a series of cases) from a real host company that directly relates to key learning objectives.
ProgramAccelerated MBA Program
CourseMBA Capstone
LevelGraduate
Students Enrolled10 (2 Groups of 5 Students)
Meeting Day & Time5:30 - 6:45 Wednesdays
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration13 weeks (01/28/2019 - 04/22/2019)
Departments InvolvedMarketing
File Attachments

School Supervisors

Instructor

Manveer

[email protected]

Students

There are currently no students assigned.

Collaboration Timeline

  • January 18, 2019

    School faculty and project champion finalize project charter, legal documents, and background materials.

  • January 28, 2019

    OFFICIAL PROJECT LAUNCH: We’ll find a time on this day to web conference you into our class to kickoff the project.

  • April 22, 2019

    OFFICIAL PROJECT END: We’ll find a time on this day to web conference you into our class to close the project.

Key Milestones & Project Process

  • February 13, 2019 - MILESTONE 1

    Project 1: Analysis of Product and Existing Branding and Marketing Strategy

    • What’s included in LiveLike’s product portfolio? How has it performed to date?
    • Develop an understanding of the LiveLike business model, the industry, it’s competition, and clients (B2BC).
    • What is the LiveLike Brand Identity and branding roadmap for the VR product?
    • What marketing channels does LiveLike use to generate brand awareness and  interest from prospective clients and end users? (e.g., Social Media, Traditional Media, Webinars, Speciality Shows/Conferences, etc.)
    • How would you evaluate and rate performance for each of the marketing activities and channels?
    • What suggestions do you have to improve current performance in marketing? 

    Project 2: Analysis of Product and Existing Marketing Channels

    • What’s included in LiveLike’s product portfolio? How has it performed to date?
    • Develop an understanding of the LiveLike business model, the industry, it’s competition, and clients (B2B2C).
    • What is the LiveLike Brand Identity and branding roadmap for the new mobile product?
    • What marketing channels cans LiveLike leverage to  generate brand awareness and interest from prospective clients and end users? (e.g., Social Media, Traditional Media, Webinars, Speciality Shows/Conferences, etc.)
    • How would you evaluate and measure performance on each marketing category?
    • What suggestions do you have to launch and market the new mobile product?

    Suggested Deliverable:

    Develop actionable marketing and branding guidelines for the VR product

  • February 27, 2019 - MILESTONE 2

    Project 1: Social Content Strategy Recommendations

    • What has LiveLike’s social media strategy been to date?
    • Is the content they distribute for marketing purposes effective at converting new users? How is it being measured?
    • What type of content might they be able to publish to better capture client and end user interest?
    • Propose 3 different campaigns that would work well given LiveLike’s branding and product roadmap 

    Project 2: New Product Development Research 

    • What products are on the horizon for LiveLike in the mobile realm?
    • How is this supposed to be different than the existing product suite?
    • Who are the key stakeholders? Think about customers and end users. What are the pervasive demographics? Can you profile them?
    • What if any existing marketing and branding techniques can be repurposed for the new product?

    Suggested Deliverable:

    Project 1: Develop actionable guidelines to improve social media presence Project 2: Develop actionable marketing and branding guidelines for the new mobile product

  • March 13, 2019 - MILESTONE 3

    Project 1: Select Marketing Campaign for Development

    • Choose one marketing campaign to further explore and map out requirements and goals
    • Are there any similar campaigns you can reference?
    • Can you build out any of the content as a sample?

    Project 2: Marketing Planning for New Product

    • How would you similarly (or differently) market LiveLike’s new product to customers and end users? 
    • What marketing channels might be the most effective to reach customers and/or end users? Does LiveLike need separate strategies for different audiences and products? 
    • What should the content strategy be for the new product?
    • What resources are required?
    • How would you measure effectiveness?
    • Are there any similar campaigns you can reference?
    • Can you build out any of the content as a sample?

    Suggested Deliverable:

    Part 1: Develop one marketing campaign that aligns with the VR roadmap Part 2: Develop one marketing campaign that aligns with the new mobile product branding roadmap

  • April 22, 2019 - Final Presentation & Paper

    Prepare a presentation and paper that provides an overview of the process that was used and the results that were ultimately generated.