Why it matters
Brands like Bose, which have traditionally focused media investments on reach-generating activities like sport sponsorships, are turning to addressable media and livestreaming as a way of maintaining that engagement in light of changing consumer behaviour.
Takeaways
- Bose plans to switch the emphasis of its sport sponsorship away from on-field events and towards off-field activities on social media and digital channels.
- The brand is creating new ‘muscle memory’ that will leave a lasting change in its approach to campaign creation, from production through to distribution across global markets.
- In the future, Bose will use social media not only...