NEW YORK: Chase Bank, the financial services provider, has enhanced the impact of its sponsorship program by injecting these partnerships with interactive components using channels such as social media and mobile.
Jess Sheehan, JP Morgan Chase's vp/head of social media, discussed this subject at a session during Advertising Week 2015 in New York.
And she reported that Chase – which has high-profile tie-ups with allies like the US Open tennis tournament, PGA golf championship and Emmy Awards for TV's brightest stars – was consistently giving its sponsorships a digital edge.
"It's more than the TV experience," said Sheehan. (For more, including examples, read Warc's exclusive report: Chase banks on social and mobile to drive sponsorship.)
"When we were sponsoring sporting events such as the US Open or PGA Championship, we knew we had to also tap into the mobile audience [and] the social audience, and make sure that we were placing our brand prominently in those conversations as well."
According to IEG, the whole of JPMorgan Chase invested between $60m and $65m in sponsorship in 2014 – and the return on this outlay can increasingly be boosted by making the brand's output interactive, not interruptive.
"There are so many more opportunities to be relevant. Because that's the other thing: you don't want to provide more noise to a situation and be putting horrible brand placements, basically, between the viewer and what they want to see.
"So we want to find ways to integrate ourselves naturally into those situations," said Sheehan,
During the US Open, for example, Chase helped provide a live digital content stream, alongside instant replays on Twitter. It also curated social media conversations on a dedicated campaign web page.
And the live stream from the tennis grand slam event offered views from multiple camera angles – a unique perspective not available anywhere else.
"We're all about showing the premier experience that you get with a Chase card. So it's all about showing inside access, the extras, the things that a normal consumer doesn't get to see or doesn't get to experience, so they understand, 'Oh, if I had a Chase card, I can get pre-sale ticket access; I can get into the Chase lounge; I can do x, y and z'," said Sheehan.
Data sourced from Warc