HelloWorld eBook Maximizing Your Event Sponsorships with Mobile

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Concerts, sporting events, and festivals are exciting events with highly attentive audiences.   They’re also big time engagement opportunities. When you’re sponsoring one of these live events, learn how mobile can play a huge role in activating your consumers.

Driving Rich Engagement In-venue

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The 2014 Super Bowl saw

800% more data connections

than the 2013 game.

– Verizon Wireless

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BEFORE MOBILE: One-way brand messaging

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WITH MOBILE: Active, two-way engagement with 40,000 fans

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Mobile’s Unique Role at Live Events

•  Mobile allows for direct connection with crowd using venue screens. •  User generated content sent via mobile extends brand messaging

and enthusiasm to those not present using social media. •  Mobile associates your brand with an exciting event •  It allows you to connect on a personal device, extend the relationship

with mobile opt-ins, and send exclusive content, coupons, and offers.

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Over 50% of participants opt

in for ongoing messaging - HelloWorld

Mobile calls to action in venue result

in an average of

15-25% unique responders

- HelloWorld

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Real World Example: The Country Music Association uses live voting, text to screen, photo uploading to screen, and more. Their database of fans get exclusive offers at the CMA Awards and CMA Fest, like seat upgrades and chances to win autographed merchandise.

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Country Music Association Uses Mobile

Tweet to Screen

In-venue Voting Text to Win

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Media & Content Use mobile to:

›  Invite consumers to text for info

›  Deliver event content

›  Send alerts or schedule updates

Types of Live Event Activations

Social Interactions Mobile gives attendees the chance to send moderated texts, tweets, and photos to:

›  Jumbotron

›  Twitter

›  Instagram

›  Brand microsite

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Types of Live Event Activations

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Contest & Games Use mobile to engage with:

›  Instant win games

›  Trivia contests

›  Sweepstakes

Types of Live Event Activations

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Types of Live Event Activations

Voting & Polling Use mobile to inspire on-screen fan engagement:

›  Real-time voting

›  Polling

›  Q&A

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These campaigns allow brands to:

CONNECT •  Interact with audiences in real-time •  Create user-generated content •  Excite audiences with special offers

COLLECT •  Drive permission-based mobile

or email opt-ins •  Acquire key unique data including

demographics, interests and location-based data

CONVERT •  Drive to web for online engagement •  Drive to store for coupons and offers •  Drive to in-venue experience

Maximizing a Live Event

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Make it strategic

Choose your social channels wisely

Don't think of mobile as a single entity

Provide authentic value

Continue the conversation

See Specific Ideas on Live Event Campaigns

Schedule a strategy session

samantha.bankey@helloworld.com 248.543.6800 x 6211

LET’S CHAT

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