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Marketing payoffs and challenges in a cross-platform world
October 4, 2012 03:38 PM
Reaching sports fans on a wide range of platforms has never been easier, but creating an authentic and lasting impression is still a challenge for marketers, said panelists during the final panel of the 2012 Sports Marketing Symposium. Brands and leagues that employ smart and targeted messages that are native to each platform will do the best, they said, but speed is also important. “You can tell stories as they are evolving,” Waller said.
Sports Media and Sponsorship
in a Cross-Platform World
David Abrutyn, IMG Consulting
Todd Fischer, State Farm
Ken Fuchs, Yahoo
Tom McGovern, Optimum Sports
Mark Waller, NFL
Mark Wright, AT&T
Mark Wright of AT&T talked about the challenge of creating well-crafted targeted marketing by referencing his company’s promotion of Olympic champion Rebecca Soni after she won the 200-meter breaststroke event. AT&T was not a LOCOG sponsor, but had USOC rights.
“Actually being able to air that right after on NBC took an immense amount of coordination — getting approval from USOC legal [and the network],” he said. “It did great things for the brand.”
Fisher talked about State Farm’s “Discount Double Check” platform with Packers QB Aaron Rodgers, and said the decision to extend the advertisement came due to immediate fan feedback, which used to take more time to measure. “You now have instantaneous feedback with customers,” he said. “Public perception was clamoring for more – more brand messaging, more understanding of what Discount Double-Check was.”