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Leisure & entertainment

Leisure & entertainment is a broad sector containing categories such as museums, toys, sports properties, betting and music. Among these, marketing of music has become increasingly sophisticated as music consumption has moved online. As many of these categories involve offering a consumer an experience of some sort, marketers in this sector are increasingly looking at experiential marketing, both online and offline.

Key Reading

Important papers from across the Warc database

How the toy manufacturer recovered from the brink of bankruptcy to become one of the world's most-loved brands. This involved placing less emphasis on licensing deals, more on the consumer, and building advocacy via high-value fans.
This article reports the results of an analysis of participation across a range of leisure activities in the UK.
An overview of leisure in Asia, from participating in and viewing sports to bars and online entertainment.

Case Study

This case study describes how Latin American boyband CNCO used geo-location technology for a mobile campaign in Latin America, Spain and the US, to build excitement and social media buzz around the release of its debut album.

Case Study

This case study examines how Lego, a Danish toy manufacturer, boosted its Christmas sales by making an emotional connection with Australian families.

Case Study

This case study describes how the Art Gallery of New South Wales, Sydney's premier art gallery, promoted its 'Greats' exhibition by targeting 'Culture Casuals' and the group's engagement with the artisan movement in Australia.

Case Study

This case study describes how Sportsbet, an online bookmaker, highlighted its responsibility as a business by helping ensure responsible gambling in the Australian market.

Case Study

This case study details how CrownBet, an online betting platform, encouraged people in the Australian market to bet on US NBA games.

Case Study

This case study details how Lotto 6/49, a national Canadian lottery game, increased sales among millennial Quebecers by making them realise life is full of lucky moments.
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Article

This article outlines how the Australian Turf Club (ATC) modernised its appeal with social media outreach and a better customer experience to attract a new generation of punters.

Article

This event report outlines how Hasbro, the toy manufacturer, has used livestreaming to engage consumers.

Article

This article describes how Copa90, the football website, is preparing for the new media landscape that waits for the 2018 World Cup Finals in Russia.

Article

This event report describes how Adidas, the sportswear manufacturer, utilised influencer marketing and dark social to boost engagement internationally through its Tango Squads.

Article

This article summarises some of the key findings of research into the online behaviours of Premier League fans, presented in an infographic format.

Article

This webinar shares new learnings from successful cross-platform campaigns by ESPN and discusses the growing role that mobile plays in advertising.

Article

The article explores how the Ultimate Fighting Championship (UFC), one of the world’s most lucrative sports leagues, is using marketing to millennials with content marketing and OTT services, and how the brand is localizing its experience in South East Asia.
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  1. Article

    This article explores how Lego, the toy company, evolved its brand with social media and content marketing campaigns designed around specific cultural insights.

  2. Article

    This article explores the current thinking and reading on the subject of sports marketing, aligning a brand or product with an event or team.

  3. Article

    This event report outlines how Barbie, the iconic doll brand owned by Mattel, has transformed its product range and marketing strategy to reflect its diverse audience around the world.

  4. Article

    This event report examines the ways in which brands can leverage live experiences and looks at ways to address the scarcity of live events.

  5. Article

    This article explores ways to engage sports fans through opportunities presented by the inherent sociability, live TV, eSports, and expansion.

  6. Article

    This article outlines seven strategies by which brands can successfully leverage the power of sport sponsorship.

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