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Sport Club Recife: Immortal fans
Jay Chiat Strategic Excellence Awards, Honourable Mention, October 2013
This case study describes a campaign by Sport Club Recife, the Brazilian football club, to encourage fans to register as organ donors.
This case study describes a campaign by Sport Club Recife, the Brazilian football club, to encourage fans to register as organ donors. A club organ donor card was developed and marketed as a way to become an 'immortal fan', keeping their team spirit alive even after death. Family authorisation is the biggest barrier to organ donation in Brazil, as people often do not discuss their wishes - the campaign and donor card helped to stimulate these important conversations. The campaign featured people who were on the waiting list for organ transplants, and later on people who had received organs. It was launched at a football match where players were accompanied onto the pitch by patients, and followed up with television, radio, outdoor and print ads. Social media was used to allow people to sign up for donor cards online, and share the campaign. The campaign successfully increased registrations to donate organs, increased actual donations, and was featured in national news and blogs.
Mumbai Indians: Social IPL team
Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2013
This case study describes how the Mumbai Indians, a franchise cricket team that plays in the Indian Premier League (IPL), countered falling engagement scores amongst its fans to grow new loyalty.
This case study describes how the Mumbai Indians, a franchise cricket team that plays in the Indian Premier League (IPL), countered falling engagement scores amongst its fans to grow new loyalty. Research showed that fans follow players ahead of their teams, but also feel like they invest a lot emotionally without reciprocation. In response, Mumbai Indians players featured in personalised videos sent out to individual fans, in which the fan was addressed by name, thanked for his loyalty and asked to take the relationship further on Facebook. Further content was produced including inside views on players' lives, behind the scenes action and player responses to fan queries. This grew fan interactions on Facebook and growth in engagement. Sales for Mumbai Indians matches outsold official Indian international matches, despite being significantly more expensive.
Kettler S-FIT App
MMA Smarties, Gold, MMA Smarties, 2013
This case study describes a mobile strategy in EMEA by Kettler, the sports and leisure products company, which included the creation of a mobile app that linked a bike and smartphone via bluetooth for fitness tracking.
This case study describes a mobile strategy in EMEA by Kettler, the sports and leisure products company, which included the creation of a mobile app that linked a bike and smartphone via bluetooth for fitness tracking. The app connected to an online community which allowed users to measure and challenge themselves in various ways, depending on their goals. The helped improve brand perception and received press coverage.
V8 Supercars: Facebook Powered Slot Cars
Phil McDonald, The Communications Council, Silver, Australian Effie Awards, 2013
This case study describes an innovative campaign to attract more, younger fans to V8 Supercars motor races in Australia.
This case study describes an innovative campaign to attract more, younger fans to V8 Supercars motor races in Australia. The aim was to sell tickets via social media to the Sydney Telstra 500 V8 Race. The campaign included developing a Facebook app called the Fanatic 500 allowing the world's first Facebook powered V8 slot car race between Ford and Holden to take place. With just $30,000, in nine days the campaign achieved: $1,739,320 in ticket sales, far exceeding the sales objective of $200,000; a 70% year-on-year increase in content sharing by fans; and a 68% increase in fan engagement in social media.
Kazan: The Sports Capital of Russia
Yury Kan, Olga Tsukanova and Rupert Wainwright, Warc Prize for Innovation, Entrant, 2013
This case study describes a programme by the Mayor of Kazan, the largest city in the Republic of Tatarstan, Russia, to re-position Kazan as a sporting capital in Russia by contributing to the city's ability to host events, by attracting state and foreign investment and by promoting participation in sport among the local population.
This case study describes a programme by the Mayor of Kazan, the largest city in the Republic of Tatarstan, Russia, to re-position Kazan as a sporting capital in Russia by contributing to the city's ability to host events, by attracting state and foreign investment and by promoting participation in sport among the local population. It outlines efforts to make sport more attractive to younger Russians and to support the creation of new sporting facilities in Kazan. As evidence of the success of its approach, this case cites Kazan's success in attracting leading sporting events, increased investment and increased levels of public participation.
Tampa Bay Lightning: Be The Thunder
Effie Worldwide, Bronze, North America Effies 2013
This case study shows how the Tampa Bay Lightning, an ice hockey team from Florida, increased attendance for the 2011-12 American National Hockey League season.
This case study shows how the Tampa Bay Lightning, an ice hockey team from Florida, increased attendance for the 2011-12 American National Hockey League season. Its ticket sales were inconsistent and dependent on the team's win-loss record, so the Lightnings needed to generate greater loyalty. The insight was that people didn't feel like they had a stake in the local team. This led to the message that powerful fans are an essential element of a powerful team and called people to 'Be The Thunder'. The media strategy put the fans, rather than the players, at the centre and used television, social media, local newspaper, digital billboards and owned media, supported by a loyalty programme and giveaways. As a result, average home attendance saw a 7% increase, average TV viewership grew by 57% and overall season ticket sales doubled over the previous year.
Marketing to communities
Letitia Hristodorescu, Radu Dimitriu and Simon Knox, Warc Best Practice, April 2013, pp. 42-43
This article puts forward three essential principles that need to be considered when practising community marketing.
This article puts forward three essential principles that need to be considered when practising community marketing. Research has shown that community-oriented marketing can be a powerful tool for branding relevant products and building relationships with community members. Using the action sports communities of inline skating, BMX and snowboarding as examples, the piece explains how some brands, such as Salomon and Monster and Red Bull energy drinks, have built highly successful community links where others have failed using a traditional marketing approach.
Spike TV: Bellator MMA Live Launch
ARF Ogilvy Awards, Gold, Digital & Media, 2013
This campaign was developed to launch Spike TV's new weekly series Bellator MMA (Mixed Martial Arts) Live.
This campaign was developed to launch Spike TV's new weekly series Bellator MMA (Mixed Martial Arts) Live. The channel had won the rights to broadcast the sports show from MTV2 for the upcoming season. Seeking to elevate the status of MMA in the minds of viewers to the level of a full-fledged professional sport, the campaign's messaging points included the return of MMA to the network which first made the sport famous, the show's emphasis on the athletes as individuals, and the fact that Bellator MMA Live would use a more democratic, tournament-based structure to determine its champions. Media ranged from TV, to out-of-home, to digital. Targets included not just MMA fans, but also general sports fans. The premiere of Bellator MMA Live was the highest-rated and most-watched Bellator broadcast ever, with 400% more total viewers – and a 200% higher M18-49 rating – than the previous season's premiere.
Procter & Gamble: London 2012 Olympic Games - Thank You Mom
ARF Ogilvy Awards, Grand Ogilvy and Gold, Sports, Entertainment and Media, 2013
This campaign was designed around Procter & Gamble's (P&G) sponsorship of the London 2012 Olympic Games; it was the household goods company's first ever global-scale program behind its Olympic sponsorship as well as the largest initiative in P&G's history.
This campaign was designed around Procter & Gamble's (P&G) sponsorship of the London 2012 Olympic Games; it was the household goods company's first ever global-scale program behind its Olympic sponsorship as well as the largest initiative in P&G's history. The campaign was designed to provide a heart-warming umbrella that would connect P&G, its individual brands and the Olympics movement together in the minds of consumers. The idea was to create a campaign that would resonate with consumers on a highly emotional level by bringing a universal insight to life that was linked to P&G and Olympic values: the 'Thank You Mom' campaign was created to honour the role mothers play helping their kids to reach their full potential. Ads featured the mothers of Olympic athletes, as well as the athletes themselves. P&G employed real-time optimisation to maximise effectiveness. The campaign's broader activation included 32 brands in over 50 countries; it recorded a 40% stronger brand equity performance than the 2010 P&G Olympic ads.
For Better, for Worse? What to Do when Celebrity Endorsements Go Bad
François A. Carrillat, Alain d'Astous and Josianne Lazure, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 15-30
This experimental study examined what is the optimal decision for a company whose brand is endorsed by a celebrity immersed in a scandal (revoking versus continuing the endorsement) as a function of brand/endorser fit (congruence versus incongruence) and of the veracity of the negative event created by the celebrity’s reaction (denying versus admitting the facts).
This experimental study examined what is the optimal decision for a company whose brand is endorsed by a celebrity immersed in a scandal (revoking versus continuing the endorsement) as a function of brand/endorser fit (congruence versus incongruence) and of the veracity of the negative event created by the celebrity’s reaction (denying versus admitting the facts). In the case of congruence, revoking the endorsement is suboptimal with respect to brand attitude and purchase intention. Furthermore, denying lowered the endorser’s trustworthiness which, in turn, hampered attitude and intention. Managerial and theoretical implications, as well as directions for further research, were also considered.
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