World Cups are the pinnacle of experiential work in the sporting sector. They produce some of the best sports marketing campaigns, but also some of the worst. With England set to host the Rugby World Cup in September, Purity MD, Rob Quinn, views the line-up.
Posts Tagged: 2015
Agency Jack Morton invited Event to shadow its team at Ericsson’s Change-Makers experience – the largest brand space at Barcelona’s Mobile World Congress (MWC). Reporter Katie Deighton shares her very first MWC experience.
Will Northover, account director at Blackjack, reveals his pick of the live activity around this year’s gridiron spectacular, NFL Super Bowl XLIX.
Attracting a record 111.5 million TV viewers last year, the Super Bowl, the culmination of the American Football season, is simply the biggest sporting event on the planet. Unsurprisingly, it’s also a marketing phenomenon, with prime time TV slots going for over $4 million.
With behaviours to the fore and post-millennials demanding authenticity and relevance, experiential will be central to market strategy this year, says guest blogger Alex Smith, planning director at agency Sense.
There has been a shift in marketing recently. No longer can we work by identifying the latest hot platforms (Facebook, Twitter, viral videos, etc) and crafting creative to fit them – we’re now in an era where brands need to decide what they’re going to do, what behaviours are appropriate to their message, and then be confident that there will be an appropriate platform for amplifying that action. This has made brand experience central to marketing strategy – a behaviour is an action is a brand experience, and thus so much contemporary marketing has brand experience at its heart.