During major televised events, audiences are not only anticipating the main spectacle but also the marketing efforts surrounding it. Access to millions of viewers and a highly engaged social audience means the stakes are higher than ever for advertisers to execute a successful campaign. PR Newswire and Commpro.biz co-hosted the webinar “Measuring the Effectiveness of Sponsorship and Event Initiatives” which discussed some of the emerging trends in advertising that were seen throughout Sunday’s big game. While some brands chose to invest millions into television advertising, others attempted to capitalize on real-time marketing through social media. The webinar’s expert panelists weighed in on which of these efforts were the most successful as well as future strategies for creating content that will achieve a desirable return on investment.
Brands that did not invest in game day advertising saw an opportunity to capitalize on its newsworthiness before the big event. Newcastle Brown Ale received tremendous exposure when their “No Bollocks” ad featuring Anna Kendrick became a viral hit. Jack Neff, editor-at-large for Advertising Age, has seen an increasing number of brands relying on this tactic and believes that the strategy’s effectiveness is due to a heightened awareness among consumers of the marketing efforts leading up to the game.
Ads acknowledging consumer awareness of brand messaging
Newcastle Brown Ale earned additional publicity from their decision to turn traditional marketing on its head and take a blatant, more honest approach to advertising. According to Consumer Products Executive, Zara Ingilizian, this type of advertising is a new way of building authenticity for the brand because it shows respect for the consumer’s knowledge of marketing tactics.
Telling a story across multiple ads
Brands like Bud Light and Wonderful Pistachio went against the typical short-form commercial by showcasing ads that filled multiple spots during the broadcast. According to Neff, while these types of ads cost substantially more money, they are successful in attracting a desirable ROI because they build audience suspense and benefit from a longer exposure time.
Producing videos in real-time
PR Newswire’s Global Director of Emerging Media, Michael Pranikoff, took note of the brands stepping up their content efforts by engaging on social media throughout the game and producing videos in real time. Tide cleverly used six-second Vine videos as a real-time response to the major ads being broadcasted live. Pranikoff believes that Tide benefitted from Vine’s ability to automatically play in the viewer’s newsfeed instead of directing audiences to a separate page. The brand showcased tremendous preparedness and took advantage of a unique opportunity to make an impression on a large audience for a product that might not be at top of mind during a sporting event.
Including hashtags in television ads
According to Ingilizian, hashtags were mentioned in about 60% of the total game day ads this year, a major spike from just 10% in 2013. Ingilizian believes that using this tactic will continue to be favored among consumers and drive real-time discussion on Twitter.
Though audiences look forward to witnessing extravagant marketing efforts on game day, Neff cites a study by research firm Communicus which found that 80% of the ads do not produce a change in purchase intent. To guarantee a desirable ROI, the panelists offered some advice on producing content with maximum rewards:
- Determine the purpose of your brand and whether your target audience will be present in the conversation. Sometimes it may not even make sense for your brand to participate in every flagship event.
- Build anticipation and the branding aspect beforehand to gain additional impressions. While there is a lot of attention and engagement during the big event, it is harder to stand out amongst a clutter of high-tech ads competing for the same attention.
- Stay true to your brand. While being creative is important, sometimes theatrics can overshadow what the brand is actually about
- Calculate your ROI based on the entire campaign and not just the 30-second ad. Ads should be part of a holistic effort to promote your brand message.
For more on measuring the effectiveness of event sponsorships, follow the link to view the on-demand presentation: https://www.webcaster4.com/Webcast/Page/10/3272