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What's Trending in Sponsorship Activation and Fan Engagement?
October 2, 2013 02:52 PM
Trends in Sponsorship Activation and Fan Engagement
Blaise D'Sylva, Anheuser-Busch
Daryl Evans, AT&T
Adam Zimmerman, CSE
Super Bowl XLVIII will be played at MetLife Stadium on Feb. 2, and panelists were asked about the challenges that brands face in trying to break through the clutter of a marketplace like N.Y., and if that might deter their companies from activating around the event. D’Sylva said, “We’ll have significant activation around the Super Bowl both in the market as well as on television. We think it’s a tremendous opportunity and there’s going to be a lot of energy and excitement around an outdoor Super Bowl.” CSE President of Marketing Adam Zimmerman echoed the uniqueness of the event and said, “In a lot of ways it’s a throwback. We’re playing outside in the Northeast and I think that’s going to be fantastic with all that that’s going to bring.”
Asked about the NFL’s recent content deal with Twitter, Zimmerman said it proves “the power” of the social network. D’Sylva added, “It’s only going to grow. As we all talk about second screen experience, it really seems that Twitter is definitely the one out in front. … The more things that Twitter can continue to do and associate with, whether it’s the league or with the media partners, is only going to benefit them because it’s going to continue to drive people to Twitter, so I think it’s a smart move.”
Zimmerman on the second-screen experience: “There’s a realization that TV plus social is better. People are engaged, whether it’s sporting events or how Twitter and other media exploded around ‘Breaking Bad.’ It is a part of how people are engaging with content. Everyone should be exploring what that second screen experience is, and that becomes an opportunity to be ownable for a brand, to own that second screen.”
D’Sylva on consumer-created content: “Everything we do these days in marketing is really social at the core. … We’re constantly looking for … how do we involve the consumer in the creation of whatever we’re doing? … The millennial consumer today wants to be a part of it. They want to help create it.”
Zimmerman: “(Social media) helps us get closer to the holy grail of sponsorship, which is, what if I knew what my target, what my fan really wanted to do? … Well now social conversations, and us being able to listen and infiltrate those conversations, tells me exactly what that fan would like to do. … Knowing what we know, we can lift that insight and be so much more impactful with our activation and be real time because actual fans are telling us what they want to do as opposed to us supposing what they want to do.”