Date post: | 14-Dec-2014 |
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KAT SHAFER & JASON LANGWELL
UNITED STATES OF SPORTS: PART 2
EPFFT
WHY SPORTS?
EPFFT
REAL TIME IS THE RIGHT TIME
WHY REAL TIME MATTERS TO FANS
GoTeam! THEY WANT IT LIVE
• The unknown possibility of what happens next
• Enablement of second screen activity
• Being a part of the conversation as it unfolds
WHY REAL TIME MATTERS TO BRANDS
@ESPNResearchDVR proof? 96% of ESPN viewing is done live & 98% happens within 15 minutes of live.
ERWIN PENLAND IS MAKING REAL TIME MATTER IN SPORTS
@DennysdinerIf it's any consolation Auburn fans, there are 47 chances to win on the way home. #BCSChampionship #BCS
MULTI-CHANNEL COMMUNICATION PLATFORM FOR GENERATION C (CONTENT)
When “sports marketing” was coined in 1979 it operated on two channels: TV advertising and on sight. But now it’s become a multi-channel platform.
Brands are stepping up to the plate and offering integrated campaigns to deliver against that.
Beijing in 2008, Coke produced 3 ads and 6 posters.
London in 2012, Coke produced over 120 forms of content mobile apps, documentary films – MOVE TO THE BEAT campaign, which actually cracked Ad Age’s viral video chart.
SPORTY THINGS HAPPENING IN SPORTS
EPFFT
Steady growth, but projected to only rise 4.3% in 2014.
Sponsorship growth is expected to exceed traditional advertising (4.3 % vs. 2.8%) while spend on other forms
of marketing techniques are expected to grow 4.4%.
CATEGORIES POISED FOR GROWTH IN 2014
EPFFT
ELECTRONIC CIGARETTES
Tobacco companies are seeing a big decline in sales for traditional products and are coming out into the competitive market of electronic cigarettes.
• Mistic + KVSH Racing IRL
• Vuse + Denver Fashion Week
ONLINE GAMBLING
Right now there are only 3 states where online gambling is legal, but that is on the rise for 2014.
• Partypokers + 76ers + Devils
BEAUTY BRANDS
Not a new tactic, but projected to get more competitive.
• P&G (CoverGirl) + NFL
• L’Oreal + NHL
USAGE-BASED AUTO INSURANCE
Auto Insurance has always had a sponsorship presence but with new insurance plans based on how far you drive, how many miles you drive, how often, this usage-based category has been created.
• Travelers + Rock-n-Roll Marathon
CRUISE LINES
After a rough year they need help driving awareness to a new ship, new type of ship or a new port.
• Carnival + Saints + Rangers
• Norwegian + Knicks + Radio City
Erwin Penland - Proprietary and Confidential
Food For ThoughtFood For Thought is Erwin Penland's thought leadership platform.
It began six years ago with a three-day annual symposium celebrating the intersection of food, creative thinking, entrepreneurialism and social responsibility through events, discussions and of course, dining.
The fully experiential gathering is crafted to inspire dialogue and debate among prominent entrepreneurs, business leaders and creative thinkers from around the country—showcasing how creativity is paramount to success in every organization, and in fact, in life.
The platform itself has been extended into quarterly client sessions, internal agency training programs, research and marketing trend presentations.
For more information:Joe SaracinoChief Marketing OfficerErwin [email protected]
Erwin Penlanderwinpenland.com@erwinpenland on Twitter and Instagramfacebook.com/erwinpenland
Food for Thought Conferencefoodforthoughtconference.com