Copyright © 2021 Centaur Media plc and / or its subsidiaries and licensors. While mobile technologies and social media are transforming both sports and sports businesses. A challenge at the best of times. Most sports marketers have jumped eagerly on the social media bandwagon for these reasons, creating an incredibly competitive landscape for sports brands to set themselves apart with unique and clever campaigns. Here’s the three lessons that we think marketers should take from these campaigns: One more thing: stay on your toes. According to P&G, the latest campaign “celebrates mum’s role as her child’s first and greatest advocate. On its social effort, Paddy Powers head of engagement Paul Mallon has commented: “I can’t think of many brands who produce the standard of in-house social and editorial content that we do”. EMEA/USA: +44 (0)20 7970 4322 | email: subs.support@econsultancy.com. It produces, seemingly round-the-clock, Facebook, Twitter, and Snapchat posts. GIFs are such a big part of social media today that I thought I should tip my hat to Google and EA Sports for noticing the trend in its ascendancy back in September 2014. Some pretty cool marketing that’s for sure. If you really want to engage and inspire the fans following you on Facebook, Twitter, YouTube, SnapChat or Instagram then you need to be creative and make social media part of your overall marketing strategy. This allowed Seahawks fans to access exclusive content on Snapchat. Let’s revisit some of the most remarkable moments in social media marketing, and why these top social media campaigns work so well. One platform for all your digital advertising, Create personalised advertising at scale, effortlessly, Display, social and affiliate networks in one click, Gain insight and increase return on investment. A marketing stunt. One is be predictable. Plus, its creation of an online community of individuals who would normally be ignored. To access all of our premium content, including invaluable research, insights, elearning, data and tools, you need to be a subscriber. And what are the lessons we can learn? Street-casting led to the choice of real people (doing their regular exercise) to feature in the adverts and commercials. So smart … Something that no doubt helped it get shared repeatedly. At the heart of the campaigns is emotional storytelling. One more thing! A potent mix. Explore our subscription options and get instant access for you, your team and your organisation to a wealth of resources designed to help you achieve excellence in marketing. The only slight dampener on the Red Bull Stratos success story? For the campaign, they asked players and fans to post their goals and mark it with the hashtag. All winnings, for those that hit their time mark, went to their chosen charity. #DareToZlatan pic.twitter.com/zshiqHl9eY, — Zlatan Ibrahimović (@Ibra_official) March 10, 2014, There are 2 things Zlatan cannot do @at_sunshine. A bit of a blast from the past now (and not digital, I apologise). It’s estimated to be worth $1.3 trillion dollars worldwide. Digital transformation in sports: from diamond to gridiron. Launched in 2019, it has been such a success that it has not just resulted in kids being found but it is now being exported to other clubs to be part of their social campaigns too. Below are more ideas about how you can use social media to bring attention to your team whether you’re trying to rally support for a club sport or designing multimedia campaigns for the NFL. At this stage in VR’s development, and given Sky’s potted history with 3D broadcasting, the broadcaster opts to use the technology in a marketing capacity. I’m beginning with a slightly left-of-field choice. Because 83% of fans are checking social media while watching sports on TV and 63% of fans are using social media while at the stadium. Great marketing creative is always popular on the Econsultancy blog. I wanted to keep it current, so I’ve included Sky Sports’ first dabble with 360 degree video. And that’s why we salute Paddy Power’s use of social media. Rachel Lyall is Marketing Manager, EMEA and APAC, at Mediaocean. And the purpose of this dramatic enterprise? It paved the way for further streaming on social media and showed – if done right – it could be another tool in the digital marketers’ arsenal. This month’s topics include WeChat, video advertising, Indian ecommerce, Chinese digital agencies and much more. Result! Out of the sports betting companies on the market, Unibet is well known for supplying insightful information to customers in its sports marketing campaigns, whether that is through its digital video, social channels, or blog. Enter to win sweepstakes. What can we learn from the top marketing campaigns and strategies of sports brands? Professional sports teams know how to engage a crowd – both in stadiums and on social media. Here's just a view of the amazing sports marketing campaigns that got our attention in the last couple of years. A wise move. What better way to improve brand image, collect some data, do something good, and subtly get people to try gambling. Download this free eBook … You can also try to market your social media platforms, and try to increase engagement by incorporating the use of engagement tools for various platforms, for example, Quantum Marketer talks about this tool that can help with running Instagram marketing campaigns on autopilot and much more! All rights reserved. It created a new dynamic data feed for its display advertising called “Value Stats”. And even if you’re rallying fandom for something else, like a business or a cause, there’s still something to learn from a sports team’s social media playbook. The best practices of social media in social media are changing in the current social climate, too. A feeling that evokes a strong reaction in millennial males. According to Sport England’s own figures, This Girl Can directly resulted in 2.8 million women engaging in more active lifestyles. 4. There’s no real template provided by this Nike campaign, based as it is on the inimitable public persona of Zlatan Ibrahimovic, but it did show social media as a channel with punch. Registered office at Econsultancy, Floor M, 10 York Road, London, SE1 7ND. It’s an awesome example of how a sponsor can craft a link between (let’s be honest, some fairly boring) products and the sporting event it backs. Some Amazon vendors are learning the hard way that selling their wares through the retail giant is a double-edged sword. More information can be found in our Cookies Policy and Privacy Policy. The two Washington State giants teamed up to produce co-branded cup sleeves that not only looked like Seahawks jerseys but featured a Snapcode too. The campaign worked not just because of the Seattle connection but because of how it used lifestyle and everyday technology. The best part: a number of fans who did so had their goals fulfilled and documented. | GDPR, 7 great (and not so great) sports marketing campaigns, transforming both sports and sports businesses, celebrates mum’s role as her child’s first and greatest advocate. Sometimes the most obvious solution is the best one. The best became finalists, with their stories being made into video spots by the NFL. It’s a cost effective way to build brand awareness, increase affinity with the brand, and differentiate themselves from competition. If you continue browsing, we assume that you consent to our use of, Digital transformation in sports: from diamond to gridiron, 10 examples of great travel marketing campaigns, The rise of Amazon’s private labels shows the perils of not owning your data & customers, The best APAC digital marketing stats from April 2016, A day in the life of… Hew Bruce-Gardyne, Head of Business Intelligence at TVSquared, Three steps to effective cross-team collaboration in ecommerce, Death of the PDF? The best part: Women that have been photographed have defined their own search descriptions that they think are relevant to them and their beauty. The one who sees her child’s potential regardless of how others see them”. It was very successful and aimed to foster more connection between players and fans while making a difference in the community. Let me explain, Wayne Rooney is a footballer and not an actor (and he’s terrible). One of the best new marketing strategies is to work with influential people that have large social followings. It is not surprising then that a significant amount of budget is assigned to these campaigns. Its compound annual growth rate (CAGR) between 2017-22 is expected to be 22.3% and most of this revenue is generated by sponsorships.With numbers like these, eSports marketing has become a … Across the world millions huddled around desks, watched from phones, and sat transfixed in classrooms as Austrian Felix Baumgartner jumped from the edge of space into blue oblivion. The honest truth is we love remarkable sports advertising here at Bannerflow, especially those that involve online display. On top of this, Google Now offered World Cup integration, Street View allowed you to glimpse inside the stadia, and Google Trends was used to flesh out a beautiful stat-filled microsite. Brands that use sponsorships or digital promotions have increased affinity and loyalty with their audiences. Danny Bluestone, CEO of UX-driven digital transformation agency Cyber-Duck, highlights some key considerations for web designers and content producers after the UK government updated its content design guidance for open formats. Somewhere, someone at 20th Century Fox thought that linking up with Manchester United for cross promotion purposes was a good idea. A marketing strategy that uses social media for maximum effect, capturing people with equal parts amazement and awe. Influencers and media outlets were engaged well before the campaign. The nominees for the Best Sports Team in Social Media Shorty Award 5th Annual Shorty Social Good Awards Categories The final deadline is on Wednesday, September 16th, 2020 . 1. 480,000 subscribers were gained in just three months and the Clasico Live Story generated 185m impressions. How the World Cup can surprisingly help us understand attribution. Zlatan used this simple thought process. Years in the making, the record breaking “Space Dive” was the most watched YouTube live stream ever in 2012 with 8 million concurrent viewers. According to Umbel, 175.5 million people interacted with Super Bowl 51 alone. Online voting determined the best effort, with that fan receiving 2016 Super Bowl tickets (in the end, all five finalists were declared winners). Paddy Power wants to engage with its punters in real-time. The stats speak for themselves: 600,000 women and girls joined the This Girl Can social media community. Done well, sports marketing campaigns have the ability to capture the hearts and minds of sports fans. Christopher Ratcliff breaks down the strategy in a previous Econsultancy post. VP of Marketing and Insight at Unruly, Devra Prywes, noted that the aesthetic of the Under Armour ad worked in its favour. It was exactly this feeling that it attempted to capture with its gritty Rule Yourself campaign. The #DareToZlatan Q&A was promoted with some video content on YouTube, but carried out solely on Twitter. If you’re following a social strategy for a major sporting event, there’s the problem of hashtag hijacking. All the tools, at the tip of your fingers, to scale up and improve your digital campaigns. Learn more about your audiences with these lead generating social media contest ideas. 7 social media campaign examples to learn from Coors Light #CouldUseABeer. The result is predictably horrific. If you continue browsing, we assume that you consent to our use of cookies. In 2016, Google Cards and the integration of various media into its semantic understanding of the web are commonplace. We handpicked 20 social media campaign ideas to give you an edge when planning your social strategy for 2020. Several of the campaigns revolve around broad social and cultural issues, such as climate change and the #MeToo movement. It’s a volume game. Remember this? Hew Bruce-Gardyne is Head of Business Intelligence at TVSquared. I love the home-movie aesthetic (the grainy, handheld camera work). It was of no surprise that Sport England choose to return to the campaign again and again, with a new version for 2020. Created specifically to tackle the gender gap in sports participation between males and females in the UK. Do you need to improve the return on your marketing investment? The outcome: phenomenal. Real Madrid has a sprawling digital presence as one of the biggest soccer brands in the world. Share . 3 social media contest ideas to collect leads. The value stat data feed is tailored for each market and according to Unibet resulted in increased ad performance. For the company’s 25th anniversary, David Beckham has filmed an interview in VR with Kirsty Gallacher talking about his top three Premier League goals. This campaign video explains the work of TBWA/London. This new dynamic feature – used across Unibet banners and landing pages – provides smart insights based on the games highlighted by another data feed in the ad. Worldwide Breast Cancer’s campaign raised awareness of the symptoms of breast cancer with their distinctive educational poster of 12 lemons in an egg carton. And one in a series of ‘mother’ themed ads by the consumer goods giant. “With younger viewers, over three-quarters will lose trust in a brand if an ad feels fake. Here is a list of recent social media campaigns from large brands. Ouch. Under Armour’s recent campaigns are all consistently authentic”. The Florida Gators have their own experience making full use of social media, launching their “#GatorAlways” campaign last fall and integrating the fans into the campaign by having them share their own personal story about becoming a Gator via social media. By doing a giveaway on social media, you can increase your social media profile traffic, increase brand awareness, increase engagement and so much more. Michael Vick, the now-disgraced former Falcons Quarterback, featured in this Powerade commercial. But Zlatan is practising. Lost stakes went to Cancer Research UK. Our website uses cookies to improve your user experience. Promoting Zlatan’s new clothing line, agency bods took control of Ibra’s Twitter account in March 2014 and created some superb comedic responses. Here’s a summary. Through social media contest ideas, to a global player, Under Armour ad worked in its favour Seattle but... Guard Derrick Rose invited queueing fans to post their goals fulfilled and documented soccer brands in the UK digital. Used lifestyle and everyday technology Econsultancy ’ s for sure has come from nowhere to. In Econsultancy ’ s first and greatest advocate a day in Hackney East... 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