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Volume 26 No. 60
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Panel: How Content, Experiences Can Drive Brand Value

Tim Clark (l) said it is “not just good enough to have a lock-up with content” with brand partners
Photo: DAVID DUROCHIK

The first panel to start Day 2 of the '19 Intersport Brand Engagement & Content Summit revolved around tips for driving brand value through authentic and engaging experiences (i.e. breaking through the noise). NASCAR Senior VP & Chief Digital Officer Tim Clark said it is “not just good enough to have a lock-up with content” with brand partners. Clark: “It's got to be an authentic and engaging piece of content.” Allstate Dir of Consumer Marketing & Sponsorships Dan Keats added, “It's got to be able to tell our brand story the right way. Yes, we have to walk the tightrope a little bit in terms of what's going to be compelling to the consumer. And also, is it going to tell our brand story in an authentic, relevant manner? ... Just having Kirk (Herbstreit) deliver some content is great, but how do we get him doing more things showing off his expertise, so that we can, again, further enhance our brand story through that.”
 
INSIDE THE HELMET: Xenith VP/Brand & Experience Tammy DeMarco noted her company, a helmet manufacturer, recently signed a deal with IMG Academy in Florida and will be “developing product with them for the next five years, co-creating content, making sure that everything we do is authentic to the athlete.” DeMarco: “What's your hype music you listen to before a game? What are you training to? What are you doing in your workout? What are you eating? Those are the questions that our community is looking for, so it's much broader. It's more about what's happening in the ecosystem than just on gameday.”
 
KEEP IT SIMPLE: Clark said of how he wants to work with brands in NASCAR, “I don't want you to have to go make a phone call to a broadcast partner and then make a phone call to the track and then make a phone call to the brand department and the partnership marketing department or the team." He added, "Our new sponsor model is designed to attack that. So one investment for this premier set of sponsors allows you to make one investment and then get a connected sponsorship experience across digital, social, venue, broadcast, which I think is probably going to change the trajectory of the sponsorship model for us in a positive way.”