Our Customers

Situation

NFL fans crave insider access, whether it is player interviews, game highlights or post-game press conferences. The Dolphins are never short on content, but in the past it had been difficult to streamline the video publishing and distribution process.

“When I first started working for the team, we were spending all our time rendering and uploading content rather than producing new content,” said Wayne Partello, senior director of content and creative for the Miami Dolphins. “We needed a way to simplify the back-end of the video content process – everything from rendering in multiple formats to uploading to serving pre-roll advertising.”

Solution

Brightcove Video Cloud Online Video Platform

ROI

• Streamlined uploading/processing
• Simplified distribution across a wide variety of platforms
• Increased revenue opportunities
• Increased fan interactivity

Brightcove Attributes

Innovative, Easy, Integrated

Video Innovation Enriches Fans’ Online Experience

In the NFL, there are avid fans and casual fans, each of which demand different kinds of online content, delivered in different ways. An avid fan, for example, wants access to live video content, giving them immediate access to team news and information. A casual fan may want similar content, but needs an option for viewing it on-demand, when it is most convenient.

“In a normal week, we’ll have several different content packages available to our fans,” Partello said. “Post-game highlights, interviews with players and coaches, community events with our team alumni or cheerleaders – we’ve literally got dozens of individual videos that need to be shared with our fans instantly.”

Prior to implementing Video Cloud, the Dolphins had another video solution in place that became increasingly difficult for the team to upload and stream content to in a timely fashion. This process severely limited the amount of content the team could generate in a given week.

“When I came to the Dolphins, I was already familiar with Video Cloud, and I knew it could make a real difference in how we produced and distributed video content,” Partello said. “With Video Cloud, we’ve gone from putting up two or three videos per day to sharing ten or more new videos every day. We’re giving our fans unprecedented, real-time access that allows them to engage with the team in new and exciting ways.”

Integrated Multimedia Enhances Dolphins’ Brand

With Video Cloud, the Miami Dolphins are able to create and publish a wide variety of video content, designed to bolster the team’s appeal to fans. The Dolphins’ in-house production company – Fins Integrated Media – and state-of-the-art studio facilities make content generation easy and versatile. The team’s fan portal, TheFinsiders.com, now offers live-streaming or pre-recorded game-day coverage, exclusive full-length radio segments and television interviews with players and coaches.

“It used to be NFL teams relied on sports media, particularly local radio and TV, to deliver news to fans,” Partello said, “but that was before the advent of social media and the Internet. Now, our fans don’t have to wait to read analysis and commentary in the next day’s newspaper, or rely on snippets of a press conference on the evening news.”

Thanks to Video Cloud, the team can now also feed video content directly to its partner websites, automatically updating global playlists the moment new content comes online.

“As we’re building out new platforms and working with new partners who are trying to deliver multimedia content on tablet and mobile devices, Video Cloud is a valuable asset,” Partello said. “It gives us the power to track user engagement and modify the content accordingly – for instance, if we are losing users at a specific point in a video, we can go back and re-edit on the fly.”

Future Plans

Sharing mobile- and social media-enhanced content is a key near-term priority for the Dolphins, and Video Cloud will provide a simple and reliable back-end distribution.

“Today, fans can access large amounts of rich content that used to be relegated to coaches and the news media,” Partello said. “The greatest part of this information-sharing revolution is that fans have better access to the team. Imagine a fan sitting on Twitter during the post-game press conference – that fan now can ask a player a question and watch that player answer in real time.”

Partello concluded: “Brightcove Video Cloud is by far the best partner to help the Dolphins give its fans access to the best content in the league.”