We feel its important to put sponsorship into the context of today’s communications and media landscape. As we are all well aware this has changed radically in recent years and will continue to do so. From a brand and advertising perspective we term the current landscape as the Age of dialogue. The huge proliferation of media & comms channels, and an increasingly connected world has created an evironment in which people can share and engage with a huge variation of content across multiple different yetr interconnected channels. This increased sharing of content and the increasing number of communications channels that are interconnected has increased the potential for brands to deliver impactful comms strategies to large potential audiences offering consumers shared experiences and benefits that traditional advertising does not. It is this potential to engage consumers on so many different levels that makes sponsorship even more relevant as a comms platform and why we at MediaCom have created a dedicated resource in this area.
MC Sport has been created as a Specialist division due to the increasing activity of our clients in the field of sport and sponsorship.As a media agency we have an obligation to offer our clients expertise in developing communications channels and consumer insight. Sponsorship is a crucial communications platform, therefore as an integrated division within the agency we can work closely with MediaCom’s existing resource in to amplify our client’s activities in sport through strategic consultation, negotiation and exploiting our media resources to provide a more effective media activation of a sponsorship platform, and ensure it forms an integrated part of our client’s wider comms objectives.
Greater dialogue due to greater mobility in technlogy and connectivity.
Digital media is the focal point for consumer engagementFrom 15M superbowl related tweets in 2012. Up from 3M in 2011Nearly 50% of the tweets were about the half-time Superbowl ads than the game itselfTowards end of the game there were 12,233 Tweets per second
Social Media growth has accelerated a raft of technological platforms linking entertainment sources directly to social media platforms via what is called “Dual screen technology”.
Extensive growth of enhanced content providers linking entertainment to social media Accessible content for mobile devices continues to grow rapidly – has become a key product differentiator.CONTENT OWNERS MUST DELIVER NEAR REAL TIME CONTENTSky Go has approx 10 million view requests per week (from 2.5 million Sky customer devices)**Yahoo highlights = 1 million / month of which only 300K are via online. The rest via app (70%)ESPN Goals = 5.2 million video views in March 2012 from 2million mobile app downloads
SPORT IS MORE LIKELY TO PROMOTE A DIALOGUE WITH CONSUMERS. Its less about interrutpion, more about connecting with consumers around something they are genuinely passionate about. You are engaging with something people are passionate about and idealy contributing to that consumer experience and by doing so initiating a tangible interactive relationship, i.e. a dialogue which either extends the time spent by a consumer within your brand environment or allows them to share their experience with others.
Heineken have been a lead sponsors of arguably one of the highest profile sports properties in the world. They’ve recognised the need to combine the traditional branding message with a more engaging interactive consumer platform using their Champions League asset. We focus on What we call OUTCOMES. This is an active consumer relationship that requres the brand to engage consumers through sponsorship, not simply to let a brand presence do the job. This ENGAGEMENT of consumers requires STRATEGIC ACTIVATION of the sponsorship. Bringing the Sponsorship to life, making the assets “Sweat” as is commonly termed.
Developing an activation programme needs to begin with the Sponsorship strategy and what the business is aiming to achieve from the sponsorship. That will ensure that the right assets are put in place to make the best use of the platform
How is the sponsorship activated across media channels – broadly – Bought, owned and earned provides a good basis for a sponsorship activation structure. drive Earned brand dialogueSolely leveraging properties through bought sponsorship assets is not enough – we must deliver valuable experiencesOwned = branded content, digital consumer communication, experiential activitiesEARNED = Advocacy through dialogue. Customers become brand ambssadors
The top sponsors globally, here referencing those at an Olympic level who spend millions on sponsorship, are recognising the importance of this Earned media space – social and digital channels
Bought media = traditional channelsBroadcast exposure via branding assets. In-store product promotions. PR activities and at-event implementation via product displays etcTHIS IS THE AREA OF INCREASING FOCUS to make a sponsorship impactful. Consumers potentially interact with a brand environment over a long period of time.
“Move to the beat” campaign
RBS wanted to make the Scottish rugby squad known by the whole of Scotland ahead of the World Cup, and broaden the audience appealBuild excitement with in-depth content following the training and preparation for the 2011 Rugby World Cup Broaden appeal with a focus on key players, insight into their personalities, and the people / family who support them
OVERALL RESULTSALMOST 29 MILLION CONTENT VIEWS OVER 40 MILLION IMPRESSIONS OVER 15 MILLION SOCIAL MEDIA REACH
Each level of sponsorship activation will deliver against identified key business objectives. Working with the likes of KANTAR SPORT, the digital age allows for even greater statistical measurement of consumer behaviour, brand impact and therefore sponsorship success.
As an agency we are working on effective tools that monitor social media activation providing key information on brand sponsorship impact with consumers, and behaviourial changes that need to be adapted to….
2. Buying the assets is not enough. Brands need to provide consumers with context for their involvement and with it engaging content3. Technology IS CONSTANTLY CHANGING. More connected, more mobile. Providing increasing breadth of communication and contribution to a fans experience4. APPETITE TO COMMUNICATE AND SHARE IS DRIVING SOCIAL MEDIA in sport. 5. Experiences and information need to be up to date. In our opinion this is how to make Sport sponsorship pay……..
Rory Maxwell - MediaCom Sport
SPONSORSHIP –MAKING SPORT PAY
Changing comms landscapeSport Fuels DialogueMaking Sport Pay - ACTIVATION
Trends in Media consumption arechanging FAST 2007 2009 2011 Global Internet 1,129 million 1,734 million 2,267 million users (17.2%) (25.6%) (32.7%) Facebook accounts 58 million 360 million 845 million Twitter accounts 340,000 18 million 200 million+ TRIPLED… Broadband availability has …in the last 5 YEARS… 5.9 billion mobile subscriptions
Mobile device browsing is expected toexceed desktop by 2014
Dual Screen Technology enhances theviewing experienceZeebox: Your TV sidekick■ It knows what you are watching■ It shows what your friends are watching■ It can give you more information about what you are watching■ It lets you buy and download relevant stuff
Brands are recognising the value ofengaging Social Media content"If you can figure out how to build communities aroundyour brand, its enormously powerful….…Consumers are spending about 8 minutes per visit, onaverage, on the "How Olympic Are You?". That is aboutdouble the time they spend on ordinary Samsung sites”Ralph Santana,Chief Marketing Officer of Samsung
Engaging activation using all assets BOUGHT / OWNED EARNED Consumers engaged by brands New involving sponsorship Traditional advertising Interactive communications & Dialogue
Social Media is set to be an OlympicBattleground “Social Media drives us toward content that is able to provoke consumer conversation, that drives longevity.“ James Eadie, Olympic portfolio director for Coca-Cola Co.
RBS Mud, Sweat & Tears: The Road to theWorld Cup Bought Owned Earned
Audi‟s US Ski team content optimisedmultiple media channels 1 Team endorsement - PR 7 Association with success Motion‟ 6 „Truth in free download Audi’s US ski team sponsorship activated Content creation through multiple media touch points 5 „Truth in Motion‟ 2 distributed on National TV Social media engagement „Truth in Motion‟ 3 4 content
Earning dialogue is what drives our KPIs Brand Values Audience Business Growth Relationship Property Assets Dialogue Bought Owned Earned KPI Metrics
The digital age allows for greatermeasurement and evaluation Tool Role Twitter mentions Mentions trend by day & hour Sentiment trend by day & hour Digital mentions Share of voice Evaluate Track Key sites and influencers Emerging topics Overall sentiment Monitor TV meets digital Event/ TV property and digital footprint Cross Media index score
TO RECAP SPONSORSHIP DELIVERS ENGAGING CONSUMER CONTENT ACROSS MULTIPLE CHANNELS TECHNOLOGICAL INNOVATION & SOCIAL MEDIA ENHANCE ACTIVATION OPPORTUNITIES ACTIVATION STRATEGIES MUST ENGAGE MULTIPLE CONSUMER TOUCHPOINTS