The Future of Digital Content in Sports Sponsorship

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Short conference presentation on the role of digital content in the future of sports sponsorship. What can sponsors learn from the 2014 Ice Bucket Challenge, and a decade of research into digital fan activation?

Business

DR PAUL MARSDEN
THE FUTURE OF DIGITAL CONTENT
IN SPORTS SPONSORSHIP
DEUTSCHE SPONSORINGTAGE 2014
12./13. NOVEMBER 2014 | KIRCHE SANKT PETER, FRANKFURT AM MAIN

WHAT’S THE FUTURE OF DIGITAL CONTENT IN SPORTS SPONSORSHIP?
2

WHAT’S THE FUTURE OF DIGITAL CONTENT IN SPORTS SPONSORSHIP?
3
ICE + DIAPERS

ICE BUCKET LESSONS FOR SPONSORSHIP
4
#ICEBUCKETCHALLENGE
1.2M VIDEOS 2.3M TWEETS $100M DONATIONS

ATHLETES (AND FANS) USING DIGITAL MEDIA AS A CHANNEL FOR PUBLIC
IMAGE MANAGEMENT - ‘I’M COOL & I CARE’
5

PEOPLE HAVE ALWAYS USED MEDIA TO MANAGE THEIR IMAGE
(STRANGE AUSTRIAN GUY WANTING HIS PHOTO TAKEN WITH ME)
6

JUST AS THEY MANAGE THEIR PUBLIC IMAGE THROUGH THE BRANDS
THEY’RE SEEN WITH…
7

IT’S CALLED ‘CONSPICUOUS CONSUMPTION’ (SIGNALLING THEORY) - IT’S
ALL ABOUT LOOKING GOOD
8

NOW EVERYONE IS DOING ‘CONSPICUOUS CONSUMPTION’ ONLINE -
LOOKING GOOD THROUGH BRANDS AND PEOPLE WE’RE SEEN WITH…
9

BUT TRADITIONAL CONSPICUOUS CONSUMPTION IS CHANGING
10
LOOKING GOOD…
LOOKING GOOD
+ DOING GOOD

LOOKING GOOD + DOING GOOD = ‘CONSPICUOUS COMPASSION’
11

THE FUTURE OF DIGITAL IN SPONSORSHIP = ‘CONSPICUOUS COMPASSION’
LOOKING GOOD + DOING GOOD
12
#MAKETHEFUTURE
https://www.youtube.com/watch?v=iGsThiLDxzc

THE FUTURE OF DIGITAL IN SPONSORSHIP = ‘CONSPICUOUS COMPASSION’
LOOKING GOOD + DOING GOOD
13
#FIRSTHOMEGAME
https://www.youtube.com/watch?v=_FGKofNiRzo

THE FUTURE OF DIGITAL IN SPONSORSHIP = ‘CONSPICUOUS COMPASSION’
LOOKING GOOD + DOING GOOD
14
#IMMORTALFANS
https://www.youtube.com/watch?v=vUi6zTTpi3E

15
CONSPICIOUS COMPASSION
THE FUTURE OF DIGITAL CONTENT IN SPORTS SPONSORSHIP

SO WHAT’S THE DEAL WITH THE DIAPERS?
16
#IMMORTALFANS

DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS
- IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…
17
#SOCIAL

18
#PERSONAL
DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS
- IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

19
#LIVECAST
DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS
- IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

20
#3D
DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS
- IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

21
#SPONSOREDSTORIES
DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS
- IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

22
#IOT
DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS
- IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS
- IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…
23
#DTF

24
#ESPORTS
DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS
- IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

25
#DATATAINMENT
SYZYGY GOAB
DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS
- IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

26
#WEARABLES
DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS
- IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

28
LET’S LOOK AT A PRO IN DIGITAL FAN ACTIVATION…

29
THE P&G FAN ACTIVATION FORMULA
#FANFORMULA
FAN-FIRST VIP-VOTE
INSIDE
SCOOP

30
FAN-FIRST ACCESS
#FAN-FIRST
#VIP-VOTE
#INSIDE-SCOOP

31
FAN-FIRST ACCESS : SPONSORSHIP-STYLE
#FAN-FIRST
#VIP-VOTE
#INSIDE-SCOOP

32
VIP VOTE
#FAN-FIRST
#VIP-VOTE
#INSIDE-SCOOP

33
VIP VOTE : SPONSORSHIP-STYLE
#FAN-FIRST
#VIP-VOTE
#INSIDE-SCOOP

34
INSIDE SCOOP
#FAN-FIRST
#VIP-VOTE
#INSIDE-SCOOP

35
INSIDE SCOOP : SPONSORSHIP-STYLE
#FAN-FIRST
#VIP-VOTE
#INSIDE-SCOOP

36
FAN-FIRST VIP-VOTE
INSIDE
SCOOP
CONSPICIOUS COMPASSION FAN ACTIVATION
THE FUTURE OF DIGITAL CONTENT IN SPORTS SPONSORSHIP

37
We create interactive experiences that build relationships,
which deliver results for our clients. We love what we do.
SYZYGY is a full-service digital agency group with 500 employees and offices
in London, Berlin, Frankfurt, Hamburg, Bad Homburg, Warsaw and New York.
SYZYGY AG
Im Atzelnest 3
D-61352 Bad Homburg v.d.H.
Tel: +49 (0) 61 72 94 88 100
Fax: +49 (0) 61 72 94 88 270 syzygy.net
ABOUT SYZYGY GROUP

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The Future of Digital Content in Sports Sponsorship

1. DR PAUL MARSDEN THE FUTURE OF DIGITAL CONTENT IN SPORTS SPONSORSHIP DEUTSCHE SPONSORINGTAGE 2014 12./13. NOVEMBER 2014 | KIRCHE SANKT PETER, FRANKFURT AM MAIN

2. WHAT’S THE FUTURE OF DIGITAL CONTENT IN SPORTS SPONSORSHIP? 2

3. WHAT’S THE FUTURE OF DIGITAL CONTENT IN SPORTS SPONSORSHIP? 3 ICE + DIAPERS

4. ICE BUCKET LESSONS FOR SPONSORSHIP 4 #ICEBUCKETCHALLENGE 1.2M VIDEOS 2.3M TWEETS $100M DONATIONS

5. ATHLETES (AND FANS) USING DIGITAL MEDIA AS A CHANNEL FOR PUBLIC IMAGE MANAGEMENT - ‘I’M COOL & I CARE’ 5

6. PEOPLE HAVE ALWAYS USED MEDIA TO MANAGE THEIR IMAGE (STRANGE AUSTRIAN GUY WANTING HIS PHOTO TAKEN WITH ME) 6

7. JUST AS THEY MANAGE THEIR PUBLIC IMAGE THROUGH THE BRANDS THEY’RE SEEN WITH… 7

8. IT’S CALLED ‘CONSPICUOUS CONSUMPTION’ (SIGNALLING THEORY) - IT’S ALL ABOUT LOOKING GOOD 8

9. NOW EVERYONE IS DOING ‘CONSPICUOUS CONSUMPTION’ ONLINE - LOOKING GOOD THROUGH BRANDS AND PEOPLE WE’RE SEEN WITH… 9

10. BUT TRADITIONAL CONSPICUOUS CONSUMPTION IS CHANGING 10 LOOKING GOOD… LOOKING GOOD + DOING GOOD

11. LOOKING GOOD + DOING GOOD = ‘CONSPICUOUS COMPASSION’ 11

12. THE FUTURE OF DIGITAL IN SPONSORSHIP = ‘CONSPICUOUS COMPASSION’ LOOKING GOOD + DOING GOOD 12 #MAKETHEFUTURE https://www.youtube.com/watch?v=iGsThiLDxzc

13. THE FUTURE OF DIGITAL IN SPONSORSHIP = ‘CONSPICUOUS COMPASSION’ LOOKING GOOD + DOING GOOD 13 #FIRSTHOMEGAME https://www.youtube.com/watch?v=_FGKofNiRzo

14. THE FUTURE OF DIGITAL IN SPONSORSHIP = ‘CONSPICUOUS COMPASSION’ LOOKING GOOD + DOING GOOD 14 #IMMORTALFANS https://www.youtube.com/watch?v=vUi6zTTpi3E

15. 15 CONSPICIOUS COMPASSION THE FUTURE OF DIGITAL CONTENT IN SPORTS SPONSORSHIP

16. SO WHAT’S THE DEAL WITH THE DIAPERS? 16 #IMMORTALFANS

17. DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS - IT’S DIFFICULT TO KNOW WHAT TO CHOOSE… 17 #SOCIAL

18. 18 #PERSONAL DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS - IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

19. 19 #LIVECAST DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS - IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

20. 20 #3D DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS - IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

21. 21 #SPONSOREDSTORIES DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS - IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

22. 22 #IOT DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS - IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

23. DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS - IT’S DIFFICULT TO KNOW WHAT TO CHOOSE… 23 #DTF

24. 24 #ESPORTS DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS - IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

25. 25 #DATATAINMENT SYZYGY GOAB DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS - IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

26. 26 #WEARABLES DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS - IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

27. 27 TOO MANY OPTIONS!!!1

28. 28 LET’S LOOK AT A PRO IN DIGITAL FAN ACTIVATION…

29. 29 THE P&G FAN ACTIVATION FORMULA #FANFORMULA FAN-FIRST VIP-VOTE INSIDE SCOOP

30. 30 FAN-FIRST ACCESS #FAN-FIRST #VIP-VOTE #INSIDE-SCOOP

31. 31 FAN-FIRST ACCESS : SPONSORSHIP-STYLE #FAN-FIRST #VIP-VOTE #INSIDE-SCOOP

32. 32 VIP VOTE #FAN-FIRST #VIP-VOTE #INSIDE-SCOOP

33. 33 VIP VOTE : SPONSORSHIP-STYLE #FAN-FIRST #VIP-VOTE #INSIDE-SCOOP

34. 34 INSIDE SCOOP #FAN-FIRST #VIP-VOTE #INSIDE-SCOOP

35. 35 INSIDE SCOOP : SPONSORSHIP-STYLE #FAN-FIRST #VIP-VOTE #INSIDE-SCOOP

36. 36 FAN-FIRST VIP-VOTE INSIDE SCOOP CONSPICIOUS COMPASSION FAN ACTIVATION THE FUTURE OF DIGITAL CONTENT IN SPORTS SPONSORSHIP

37. 37 We create interactive experiences that build relationships, which deliver results for our clients. We love what we do. SYZYGY is a full-service digital agency group with 500 employees and offices in London, Berlin, Frankfurt, Hamburg, Bad Homburg, Warsaw and New York. SYZYGY AG Im Atzelnest 3 D-61352 Bad Homburg v.d.H. Tel: +49 (0) 61 72 94 88 100 Fax: +49 (0) 61 72 94 88 270 syzygy.net ABOUT SYZYGY GROUP

The Future of Digital Content in Sports Sponsorship

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