This document provides 3 steps for integrating social media into sponsorship offerings to attract new sponsors and increase revenue. Step 1 is to offer sponsors an engaged audience by integrating social media. Step 2 is to create "ownable" sponsorships that brands want to invest in long-term. Step 3 is to offer compelling experiences that consumers want to participate in, such as polls, hashtags, and contests. Examples are provided of social sponsorships between media properties and brands that drove engagement.

1. NEW APPROACH. NEW INVENTORY. NEW REVENUE.
3 STEPS TO INTEGRATING SOCIAL MEDIA INTO YOUR SPONSORSHIP OFFERINGS

2. SPONSORSHIPS
CAN BE MORE
THAN A LOGO PLACEMENT.
LOGO

3. 3Mass Relevance | Social Sponsorships
Still need proof social is the way to go? We’ll
give you 1,700 reasons. That’s the number of
banner ads consumers get served every month.*
On top of that, people are (over) exposed to
more than 16,000 commercials annually – and
struggle to recall any.* It’s not an exaggeration
to say consumer attention is fragmented.
So how can you ensure the packages you sell
create affinity between brands and the consumers
they desperately covet? By giving everyone a
chance to connect with each other. After all,
your audience is probably already talking about
your event on Facebook, Twitter and Instagram.
SOCIAL SETS SPONSORSHIP
OPPORTUNITIES APART.
• Differentiates your packages
from other media outlets
• Allows for new revenue
while increasing value of
owned properties
• Enables unique, consumer-
centric experiences
• Lets sponsors communicate
with audiences in a way they love
• Enables a dialogue
that is one-to-many
• Sparks relevant conversations
and word-of-mouth
IN FACT,
THEY SHOULD BE.
Don’t just put a sponsor’s logo in your ads (and vice versa). Instead,
give interested brands a way to really grab the audience’s attention.
80% People who skip
through commercials
33% Display ads paid for,
but never shown
0.1% The average click-thru
rate for banner ads
*Sources: Solve Media, A.C. Nielsen

4. 4Mass Relevance | Social Sponsorships
$
PUT THE “I” IN SPONSORSHIP
When in doubt, think of opportunities to interact
— polls, conversations and more. By asking your
audience what they think, it moves the focus to
them. Companies are drawn to this dynamic
new sponsorship model as it amplifies their
brand and delivers greater ROI.
Sure, this is a big de­parture from
showcasing sponsor logos, but
it can have far more impact,
too. Don’t be afraid to try it.
62% of consumers would rather
engage with a social brand.
ONE RELATIONSHIP DEEPENS THE OTHER
By creating experiences consumers want to take part in, you’ll make brand sponsorships
less passive. Whether it’s at a venue (jumbotron, touch walls) or online (websites,
second screen apps), social sponsorships allow advertisers be a part of conversations
that are already happening without them. Instead of merely being affiliated with an
event, sponsors can now be viewed as an integral part of it.
WHY TRADITIONAL
SPONSORSHIPS
LACK
ADVERTISER
APPEAL—
HERE’S A HINT:
IT HAS TO DO WITH ROI.

5. 5Mass Relevance | Social Sponsorships
Social sponsorships can happen almost anywhere a traditional sponsorship can — at a
sporting event, on-air or across the web. Just ask yourself where your audience will most
likely to want to interact with these experiences. Is it on a jumbotron? During halftime? On
their phones? Choose wisely and you’ll spark conversations while spurring word of mouth.
WHY EMBRACE SOCIAL?
The question should be
“why haven’t you already?”
• Attract more attention
• Create communities
• Encourage participation
• Increase reach and amplification
• Drive traffic
• Spur discovery
TURN YOUR FANS INTO WELL, FANS.
1
STEP
OFFER SPONSORS AN ENGAGED AUDIENCE—
INTEGRATE SOCIAL MEDIA
THE ADVANTAGE TO BRANDS: A DIALOGUE WITH CONSUMERS
THE ADVANTAGE TO YOU: A NEW REVENUE STREAM

6. 6Mass Relevance | Social Sponsorships
GAME. SET. MATCH.
THE US OPEN + XEROX
Live Event, Website Integration
When sponsorship demand exceeded
the available opportunities, the U.S.
Open needed to get creative.
The result: this 8’ X 50’ digital
installation, which was placed right
outside the venue. Both the wall
and its companion web page
displayed the most compelling
U.S. Open posts from Facebook,
Twitter and Instagram. By showcasing
fans’ passion in real-time, it pulled
in those who were on the sidelines.
Limited inventory doesn’t
have to limit revenue

7. 7Mass Relevance | Social Sponsorships
SCORE!
THE WASHINGTON
REDSKINS + VERIZON
Facebook App
GAMETIME, a Verizon-sponsored second-
screen experience, was the right call for
fans looking to compete in contests with
other fans, weigh in on the game via
polls, and tweet what they thought about
the players and plays. With a live-stream
of every game and ESPN radio feeds,
GAMETIME was where fans headed when
they weren’t heading to FedEx Field.
41% of all TV-related tweets
are about sports programming

8. 8Mass Relevance | Social Sponsorships
The key is making sure what you’re asking companies to sponsor is something that aligns
with their brand – and is something that they could own long-term. For example, Home
Depot has been sponsoring ESPN’s College Game Day for nine consecutive years.
Attaching themselves to an experience year after year, Home Depot has leveraged
a lasting value on an ongoing basis. When the match is sustainable and ownable, it
will resonate with brands, consumers, viewers and readers over and over again.
5 TIPS FOR SUCCESSFUL
SPONSORSHIPS
• Look for partners that will
appeal to your audience
• Find ways to grab the audience –
follow hashtags, conversations
• Use what you’ve learned to tell
authentic stories that captivate
• Constantly re-evaluate your
sponsorship relationships
• Continue to provide new
ways to keep sponsors (and
audiences) interested
BUILD TO LAST
2
STEP
CREATE “OWNABLE” SPONSORSHIPS
THAT BRANDS WANT TO INVEST IN LONG-TERM
INNOVATIVE SOCIAL OPPORTUNITIES OFFER SPONSORS
REPEATABLE EXPERIENCES YEAR AFTER YEAR.

9. 9Mass Relevance | Social Sponsorships
VERY HAUTE.
STYLE.COM + MAC COSMETICS
Website Integration
MAC Cosmetics brought the runway to
fashionistas with an “as-it-happens” feed
of photos and conversations from Fashion
Weeks around the world. Visitors to the MAC-
branded experience could track fashion shows
by Style.com reporters or popular hashtags,
plus use an interactive map to see where their
favorite designers’ collections were being
shown (as well as find a MAC retail location).
This program was the very definition of
fashion forward, and as a result, over 30% of
the interactions with the pins on the Social
Map were with MAC Cosmetics’ pins.
Over 80% of the interactions on
the social page were with photos

10. 10Mass Relevance | Social Sponsorships
GIRLS NIGHT.
HBO + URBAN OUTFITTERS
Website Integration
What do you do when your audience and a
company’s audience are the same? Socialize.
To celebrate Girls’ season premiere, Urban
Outfitters asked their followers and the
show’s fans to upload apartment pics to
HBO’s very own platform, HBO Connect.
One lucky urbanite was given a year’s rent
and a $5,000 gift card to decorate their
space with Urban Outfitter’s home line
(perfect for furnishing that hip Brooklyn loft).
An interest in fashion-savvy millennials
made this the perfect partnership

11. 11Mass Relevance | Social Sponsorships
Give your audience an opportunity to see their responses. Serve up polls, hashtag battles,
chances to vote and celebrity Q&As. These won’t disrupt the experience; they’ll enhance
it (along with increasing your KPIs).
TURN HEADS.
3
STEP
OFFER COMPELLING EXPERIENCES
CONSUMERS WANT TO PARTICIPATE IN MEANINGFUL WAYS.
SOCIAL SPONSORSHIPS GIVE THEM THAT CHANCE.
5 IDEAS TO SPUR
CONSUMER PARTICIPATION:
• Hashtag Battle
• Celebrity Q&A
• MadLib Fill-in-the-Blank
• Photo Wall
• Social Heat Map

12. 12Mass Relevance | Social Sponsorships
GRAND SLAM DUNK.
INTERSPORT + DENNY’S
Live Event, On-Air Promotion
Taking advantage of ESPN’s live broadcast of
the 25th annual College Slam, sports marketing
agency Intersport worked with Denny’s to
incorporate real-time social content into
the viewing experience, both onscreen and
on the venue’s jumbotron. With Intersport’s
Fifth Judge program, those watching were
able to shape the event’s outcome. Fans
tweeted to vote for every single dunk and
the 60,000 topical tweets on “Denny’s Fifth
Judge” accounted for 75% of total content
around the College Slam event – results
worthy of Denny’s signature breakfast.
@DennysDiner gained 54% more
followers during the week of the
event than on the week prior

13. 13Mass Relevance | Social Sponsorships
STAR PERFORMANCE.
AMERICAN IDOL + AT&T
Live Event, On-Air Promotion,
Website Integration
Already known for their second screen
experiences, these online and on-air executions
allowed American Idol to reach their audience
across multiple touchpoints. AT&T-sponsored
Tug of Wars around hot questions happened
online and were shown onscreen, encouraging
viewers to keep watching. Of all the Tweets
around American Idol during AT&T’s sponsorship
week, 27% contained the sponsored hashtags
#IdolAgree and #IdolDisagree. Not surprisingly,
a spike in social activity followed every on-air call
to action. Talk about hitting all the right notes!
100,000+ tweets posted in a single evening

14. @massrelevance
massrelevance.com
(888) 330 6441
800 Brazos Street, Suite 340
Austin, TX 78701
Mass Relevance helps brands, media,
and agencies get more from their
social media efforts by building social
experiences into their marketing strategy.
The Mass Relevance SaaS platform is
leveraged to create real-time consumer
engagement by aggregating, filtering,
and re-displaying social content from any
social network to any digital property
— TV, web, mobile, or jumbotron.
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If you’re looking to attract new sponsors
while retaining existing ones, look beyond
the expected ideas and to Mass Relevance.