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Closing Bell

Intersport Brand Engagement Summit: Ads Evolve With Technology

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.”

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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