Analysis of Best Practice: Leveraging AthleteSponsorships Through Digital MediaMay 29th, 2012
Best Practice Comparison: LeveragingAthlete Sponsorships through Digital MediaBrands Identified:• Teva• Red Bull• Nike• Ma...
BRAND POSITIONING/MESSAGING
Competitive Brand Messaging•   Teva- Live Better Stories•   Red Bull- Gives You Wings•   Nike- Life Is A Sport. Make It Co...
Red Bull Leads in All Categories
COMPETITIVE BRAND ANALYSIS
TEVA
TEVA: Facebook                                 Teva’s page is inviting and full of                                        ...
Teva Cross-Promotes with its Athlete’s              other sponsorsMany of Teva’s athletes havemultiple sponsors.Teva often...
Teva’s Athletes are Activists Teva’s athletes go beyond competition. They show an active passion for their environment. Pr...
TEVA: Athlete Presence on YoutubeTeva categorizes athlete videos by sport and includeslinks to the athlete’s individual Yo...
TEVA: WebsiteThe Teva Tribe: Across multipledisciplines, Teva’s athletes areobsessed with fulfilling Teva’smantra-Live Bet...
TEVA: BlogCompany blog, “Teva Collect” tellsthe story behind its latestadventures.Blog posts can be filtered toinclude onl...
RED BULL
RED BULL: Embedded App Makes it Easy to Locate Athletes Red Bull’s Facebook page provides a front and center link to the R...
Red Bull:Recognizes/Celebrates Athlete              Birthdays   And provides viewers with a special   showcasing of the at...
RED BULL: TwitterAthletes hash tag Red Bull
Red Bull: Youtube  Red Bull creates “mini-series” for its athletes  Professional freestyle skier Bobby Brown has a 10  epi...
RED BULL: Website                    Individual athlete pages feature:                    A biography and a feed of recent...
Red Bull TV              Athletes take part in signature shows that              are broadcasted on cable and online
Red Bull Swag: The Definitive Helmet       of Extreme Action SportsRed Bull provides top athletes with a signature Red Bul...
NIKE
NIKE: Website                                          Beautiful layout and interface, but lacks content onAthlete pages a...
MARMOT
MARMOT: FacebookAthlete posts are lifestyle     Marmot encourages the athlete’s personal presence   related:   Personal ac...
MARMOT: TwitterMarmot tweets about recent athleteaccomplishments.Tweets are linked to the athletes’ videos,PR about new te...
Marmot: Athlete BlogsAthletes have personal blogsthat reference their sponsors.
MARMOT: Youtube                  Marmot’s Youtube Channel divides                    videos featuring its athletes into   ...
MARMOT: WebsiteMarmot’s main page has an expansive presentation of its athletes and theiradventures
MARMOT: Athletes PageEach sport also has its own subpage listing athlete bios                                  “Some are a...
KEEN FOOTWEAR
KEEN: WebsiteKeen Ambassadors: Not necessarily competitive athletes. Includes non-   competitive athletes, activists, guid...
KEEN: BlogCatches up with the KeenAmbassadors’ non-competitiveadventures.And provides athlete coverage aswell.
PATAGONIA
PATAGONIA: Website                     Patagonia’s home page                     features their ambassadors               ...
K2
K2: Twitter                                           @K2Skis reports on athletes’ recent                                 ...
K2: Youtube“Factory Team” athletes present and review K2’s new products
K2: Website              K2’s main page is athlete-              centric, with many links              for more info      ...
Not limited solely to competitive athletes, industry gurus are   recruited for R&D. A quick biography establishes their   ...
CLIF BAR
CLIF BAR: Facebook         The Facebook page maintains an ongoing list         of “Stories from Team CLIF Bar”
CLIF BAR: WebsiteTeam CLIF has a  dedicated blog and  multiple video series.• Stories from Team  CLIF• TRI-TIPS- training ...
Clif Bar’s TriathloungeA place where athletes and fans   connect.• Athletes favorite recipes are   posted.• Athletes provi...
SUMMARY OF BEST PRACTICE
Facebook• Announces new additions to pro team• Embedded Apps:  – Athlete Youtube videos  – Athlete social media posts (Twi...
Twitter• Athletes Hashtag their brand in tweets from  personal accounts• Recent athlete accomplishments• Links to others v...
YouTube• Athlete activism: Documentaries, pairing with  activists, songwriters, etc.• Categorization of athlete videos by ...
Site• Demonstrates how athletes connect with the  brand’s core vision.   – Depending on the brand, athletes do not necessa...
Site Cont.• Supports an interactive athlete-fan  community  – Promotes back and forth communication  – Athlete provide tip...
Blog• In depth behind the scenes coverage of  athletes latest feats- both competitive and  activist related• Blog posts ca...
London Olympics 2012:The Olympic Athletes Hub
Top athletes are ranked                                               by popularity                                       ...
Athlete pages compile posts from Facebook and Twitter                   into a simple interface.Fans tune in with athletes...
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  • Red Bull’s marketing budget is HUGE
  • http://www.facebook.com/TevaFacebook keeps consumers in the loop with team developments and takes fans directly to featured videos.
  • Cross-promotion with other Sponsors allows Teva to benefit from the publicity of their events.
  • http://www.youtube.com/watch?v=VhrbtGnD5Ag&feature=autoplay&list=PLAF259F32A7F5B087&playnext=1Teva is an environmentally conscious company, and their athletes further that cause.
  • http://www.youtube.com/user/TevaVideos?feature=watch
  • http://www.teva.com/Athletes/athletes,default,pg.htmlNOTE* ALL LINKS FROM THIS PAGE ARE DOWN. Athlete Profiles, etc. are unavailable at this time.
  • http://blog.teva.com/For interested fans demanding more than a brief Facebook post, Teva’s blog goes into great detail about recent events.
  • http://www.facebook.com/redbull/app_111815930280
  • http://www.facebook.com/redbull
  • https://twitter.com/#!/redbull
  • http://www.youtube.com/playlist?list=PLD14F89E4F2C733A7&feature=plcp
  • http://www.redbullusa.com/cs/Satellite/en_US/Athletes/001242746208554#/related-content-athletes
  • http://www.redbullsignatureseries.com/
  • http://www.nike.com/nikeos/p/nke6/en_EMEA/athlete?id=louie-vito&sport=snow
  • http://www.facebook.com/marmotpro
  • https://twitter.com/#!/marmotpro
  • http://www.adventuresofpip.com/
  • http://www.youtube.com/user/marmotpro?feature=watchhttp://www.youtube.com/playlist?list=PLFDBEBEEF0253BBB8&feature=plcp
  • http://marmot.com/
  • http://marmot.com/athletes
  • http://www.keenfootwear.com/us/en/ambassadors.aspx
  • http://www.keenfootwear.com/us/en/blog/?cat=1033
  • http://www.patagonia.com/us/home
  • http://www.youtube.com/watch?v=i8tuTLIW8QQ&list=UUpBuVc6p9V6ENh65guMJ5kg&index=6&feature=plcp
  • http://k2skis.com/
  • http://k2skis.com/team/amp
  • http://www.facebook.com/clifbar
  • http://www.clifbar.com/Clif_Bar_TV/Tri-Tips#team_clif_bar_tri_tips_swim_tips
  • http://hub.olympic.org/
  • http://hub.olympic.org/home/athlete/239?name=Roger+Federer
  • Thule competitiveanalysis(jrs)

    1. 1. Analysis of Best Practice: Leveraging AthleteSponsorships Through Digital MediaMay 29th, 2012
    2. 2. Best Practice Comparison: LeveragingAthlete Sponsorships through Digital MediaBrands Identified:• Teva• Red Bull• Nike• Marmot• Keen Footwear• Patagonia• K2• Clif Bar
    3. 3. BRAND POSITIONING/MESSAGING
    4. 4. Competitive Brand Messaging• Teva- Live Better Stories• Red Bull- Gives You Wings• Nike- Life Is A Sport. Make It Count• Marmot- Gear provider for extreme outdoor pursuits.• Keen Footwear- Recess is Back• Patagonia- Providing equipment for the outdoor enthusiast through sustainable practice.• K2- Athlete driven snowsports company• Clif Bar- Food.Play.Soul.
    5. 5. Red Bull Leads in All Categories
    6. 6. COMPETITIVE BRAND ANALYSIS
    7. 7. TEVA
    8. 8. TEVA: Facebook Teva’s page is inviting and full of interesting content. It makes you feel as though you are preparing go to their next awesome event, whether it is the Teva Mountain Games in Vail, or a casual memorial day celebration. Embedded Youtube App page links directly to Teva’s collection of Videos. Announces new additions to their team of athletes.
    9. 9. Teva Cross-Promotes with its Athlete’s other sponsorsMany of Teva’s athletes havemultiple sponsors.Teva often associates with itsathletes’ other sponsors. Even when they are not a primary sponsor, Teva recognizes and promotes progressive events in the outdoor sports scene. This gives the impression that Teva is associated with anything adventurous, and ready to take part in the fun
    10. 10. Teva’s Athletes are Activists Teva’s athletes go beyond competition. They show an active passion for their environment. Pro Kayakers paired with singers/activists defending their environmentTeva is noticeably purposedriven towards sustainability.They do a great job ofadvocating this purposethrough the actions of theirathletes. Through activism-based media, athletes connectwith the consumer on a levelmuch deeper than what can begained through shoe sales.
    11. 11. TEVA: Athlete Presence on YoutubeTeva categorizes athlete videos by sport and includeslinks to the athlete’s individual YouTube channel
    12. 12. TEVA: WebsiteThe Teva Tribe: Across multipledisciplines, Teva’s athletes areobsessed with fulfilling Teva’smantra-Live Better Stories.Demonstrates how athletesconnect with the brand’s corevision.NOTE* ALL LINKS FROM THISPAGE ARE DOWN. AthleteProfiles, etc. are unavailable atthis time.
    13. 13. TEVA: BlogCompany blog, “Teva Collect” tellsthe story behind its latestadventures.Blog posts can be filtered toinclude only those concerning onlyathletes.For truly dedicated fans, Teva’sblog goes into explicit detailabout their best adventures.What appears on Twitter as asingle sentence is oftenexpanded by the blog into amulti-page story, full of photosand behind the scenesexperiences.
    14. 14. RED BULL
    15. 15. RED BULL: Embedded App Makes it Easy to Locate Athletes Red Bull’s Facebook page provides a front and center link to the Red Bull Athletes AppThe app compiles Facebook andTwitter posts from all Red Bullathletes into a simple interface that iseasy to findRed Bull’s Facebook interfaceprovides best in classaccessibility to its athletes,simply by means of theembedded apps on their homepage. The ease of accessibilityemphasizes how importantRed Bull’s athletes are to RedBull
    16. 16. Red Bull:Recognizes/Celebrates Athlete Birthdays And provides viewers with a special showcasing of the athlete’s accomplishments Here, Red Bull is making an attempt at humanizing one of its superhuman athletes- 43 year old Felix Baumgartner, a man whose career is freefalling to earth from as near to space as possible.
    17. 17. RED BULL: TwitterAthletes hash tag Red Bull
    18. 18. Red Bull: Youtube Red Bull creates “mini-series” for its athletes Professional freestyle skier Bobby Brown has a 10 episode mini-series called “Bobby’s Life”
    19. 19. RED BULL: Website Individual athlete pages feature: A biography and a feed of recent media that the athlete was featured in. Red Bull’s athlete pages further promote the importance they give their athletes. Large colorful photos and personalized backgrounds for each athlete draw the consumer in to their awe-inspiring talent. Athlete bio’s are written with intentionally grandiose language, painting the athletes as god-like. It feels pretty convincing.
    20. 20. Red Bull TV Athletes take part in signature shows that are broadcasted on cable and online
    21. 21. Red Bull Swag: The Definitive Helmet of Extreme Action SportsRed Bull provides top athletes with a signature Red Bull helmet. These helmets are not available to the public and only to the most talented athletes. When you see a Red Bull helmet on an athlete, you know your in for a good show.Mark Mcmorris Professional Snowboarder Lindsay Vonn Professional Ski Racer
    22. 22. NIKE
    23. 23. NIKE: Website Beautiful layout and interface, but lacks content onAthlete pages are categorized by sport. athlete pages. Given the prominence of Nike, I was expecting much greater depth. Also, lack ofIndividual pages contain Q&A and the interactivity (facebook/twitter) leaves the consumerathlete’s competition titles. feeling out of touch with the athlete. Compared with Red Bull, Nike’s athletes seem neglected by the company
    24. 24. MARMOT
    25. 25. MARMOT: FacebookAthlete posts are lifestyle Marmot encourages the athlete’s personal presence related: Personal accomplishments, interests, packing listsIn stark contrast to Nike,Marmots athlete appearvery accessible. Marmotdraws you in by presentingthe day to day routine of itsathletes, and inviting you tovisit their personal blogs.For example, this photo ofan athlete’s packing listmakes them relatable tothe consumer, but alsofuels purchase intent byevoking a tinge of jealousyover all of that shiny new
    26. 26. MARMOT: TwitterMarmot tweets about recent athleteaccomplishments.Tweets are linked to the athletes’ videos,PR about new team signings andpersonal athlete blogs.
    27. 27. Marmot: Athlete BlogsAthletes have personal blogsthat reference their sponsors.
    28. 28. MARMOT: Youtube Marmot’s Youtube Channel divides videos featuring its athletes into Gear Reviews and Action Videos Athletes provide reliable gear reviews and testimonials on Marmot’s Youtube channel
    29. 29. MARMOT: WebsiteMarmot’s main page has an expansive presentation of its athletes and theiradventures
    30. 30. MARMOT: Athletes PageEach sport also has its own subpage listing athlete bios “Some are active competitive freeskiers, others just focused on exploring in their own backyard.” • Marmot does not require competitiveness with of its athletes. Talent and motivation are primary.
    31. 31. KEEN FOOTWEAR
    32. 32. KEEN: WebsiteKeen Ambassadors: Not necessarily competitive athletes. Includes non- competitive athletes, activists, guides, adventurers.Keen is an especially laid back recreational brand. This is evidenced by their site’s colorful,playful interface. Their athletes are coined “ambassadors” as opposed to “pros”. Keen’saverage ambassador is presented as recreational athlete or a “weekend warrior”, not acompetitor determined to place in the top three of an upcoming competition
    33. 33. KEEN: BlogCatches up with the KeenAmbassadors’ non-competitiveadventures.And provides athlete coverage aswell.
    34. 34. PATAGONIA
    35. 35. PATAGONIA: Website Patagonia’s home page features their ambassadors in action.
    36. 36. K2
    37. 37. K2: Twitter @K2Skis reports on athletes’ recent news. This makes up about 60% of all tweets from K2.Most tweets are linked to external pageswhere athletes are featured.
    38. 38. K2: Youtube“Factory Team” athletes present and review K2’s new products
    39. 39. K2: Website K2’s main page is athlete- centric, with many links for more info Sponsorship is categorized by top of skier, and then by Professional Amateur or International
    40. 40. Not limited solely to competitive athletes, industry gurus are recruited for R&D. A quick biography establishes their credentials.
    41. 41. CLIF BAR
    42. 42. CLIF BAR: Facebook The Facebook page maintains an ongoing list of “Stories from Team CLIF Bar”
    43. 43. CLIF BAR: WebsiteTeam CLIF has a dedicated blog and multiple video series.• Stories from Team CLIF• TRI-TIPS- training tips for triathlons
    44. 44. Clif Bar’s TriathloungeA place where athletes and fans connect.• Athletes favorite recipes are posted.• Athletes provide training tips that are viewed on Clif TV Positioned as a community, but outreach opportunities are not apparent. Communication with athletes feels inaccessible.
    45. 45. SUMMARY OF BEST PRACTICE
    46. 46. Facebook• Announces new additions to pro team• Embedded Apps: – Athlete Youtube videos – Athlete social media posts (Twitter, Facebook)• Cross promotes events with athletes’ other sponsors• Posts feature competitive feats, but also appear personal and lifestyle-related
    47. 47. Twitter• Athletes Hashtag their brand in tweets from personal accounts• Recent athlete accomplishments• Links to others videos, athlete blogs, Facebook posts, anything newsworthy
    48. 48. YouTube• Athlete activism: Documentaries, pairing with activists, songwriters, etc.• Categorization of athlete videos by sport• Links to athlete personal channels• Athletes star in personal mini-series: short episodes that showcase their abilities• Athletes provide product testimonials and reviews• R&D developments, prototypes, new products- all announced by athletes
    49. 49. Site• Demonstrates how athletes connect with the brand’s core vision. – Depending on the brand, athletes do not necessarily need to be competitive.• Industry gurus (hired as testers) are included featured alongside athletes.• Athlete Bio’s feature: – Biography – Q&A – Awards and titles received – Recent Media Feed – Recent Social Media Feed
    50. 50. Site Cont.• Supports an interactive athlete-fan community – Promotes back and forth communication – Athlete provide tips, both athletic and personal• Athletes pages categorized by sport• Athlete pages are easily accessible from home page – Athletes are showcased visually on the main page
    51. 51. Blog• In depth behind the scenes coverage of athletes latest feats- both competitive and activist related• Blog posts can be filtered to show only those about athletes• Individual athletes can be searched for specifically
    52. 52. London Olympics 2012:The Olympic Athletes Hub
    53. 53. Top athletes are ranked by popularity Favored athletes can be shared with friends on Facebook and Twitter Compete with friends by unlocking rewards and winning prizes to see who is the ultimate Olympic fan.Olympic athletes sign up for a personal page
    54. 54. Athlete pages compile posts from Facebook and Twitter into a simple interface.Fans tune in with athletes as theyprepare for the OlympicsThe pages of favored athletes canbe shared with friendsWhen the Olympic Games begin, acustomized event schedule will belisted under sports events

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