Digital advertising is evolving along with technology, which has implications for companies trying to reach consumers, for figuring out what constitutes premium content, and for how brands determine success, said panelists on Day 2 of the '15 Intersport Brand Engagement Summit. A panel titled “Fan Engagement: What is the Future of the Digital Experience?” featured J.P. Colaco of online video service Vessel, Shannon Dan of Intersport, John Doyle of Liquid Thread, Shawn Quill of KPMG and Derek Dabrowski of Dr Pepper Snapple Group.
Dabrowski said that the prevalence of social media has made it possible for spontaneous campaigns to reach millions of people and still remain relevant. This makes preparation vital, as windows open and close quickly, he said. He cited a “Banana Tech” joke in a CFP commercial featuring “Dr Pepper Guy” Larry Culpepper. Soon after the release of a spot in which Culpepper jokingly sketches out a bracket featuring an “overrated” fictional team called Banana Tech, the ad’s traction on social media led to users referring to anything they deemed overrated as “so Banana Tech.” The joke trended for several weeks in the top 10 of social trend charts. “We had to be ready to jump on that,” Dabrowski said. “We had to just kind of go with the movement. It became something that people talked about. I think that’s the whole reason we’re there.”
