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Learning to play well: LEGO's eight-step comeback from near bankruptcy
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.
The competitive landscape for leisure: why wide appeal matters
This article reports the results of an analysis of participation across a range of leisure activities in the UK.
Webinar: Leisure and entertainment in Asia
An overview of leisure in Asia, from participating in and viewing sports to bars and online entertainment.
Leisure & Entertainment company profiles
Euromonitor data and analysis on the sector's major companies.
Paramanya: A million downloads in a month
This case study shows how Paramanya, a localised mobile game in Turkey, launched with a three-phase strategy to generate awareness and interactivity.
Chelsea FC: Planning plays love doctor to the rich and famous
This case study reveals how Chelsea FC, the London-based football club, used a targeted direct mail campaign engaging CEOs of potential sponsors to boost its revenues by £40m per year through signing a new long-term sponsorship partner.
Senet Group: How planning got millions of people to approach gambling more responsibly
This case study shows how gambleaware.co.uk, an Irish non-profit company, encouraged people to approach gambling more responsibly with a humorous campaign.
Rock In Rio: #RockInRioUSA influencer campaign
This case study describes how Rock in Rio, a rock festival with 30 years of history, launched in Las Vegas with a multi-pronged campaign across Twitter and Instagram to create awareness and to drive incremental ticket sales.
The future fan: Exploring the evolution of music fandom and what it means to brands and the media
This paper examines the world of fandom, its evolution, drivers and future direction, using Twitter as the baseline platform and outlining a social media usage strategy that can serve the music industry.
The science behind the magic – How Disney prepared for Star Wars: The Force Awakens
This article discusses The Walt Disney Company's use of research and insights, in the context of the release of Star Wars: The Force Awakens, predicted to be a huge hit for the corporation.
From tech savvy to content savvy: How tech brands can become the go-to content resource for consumers
This article uses consumer research in the UK to demonstrate how tech brands can use content marketing to reduce customer churn, improve brand perception and build trust.
Emojis spread Dell's back-to-school message
This event report shows how Dell, the technology group, employed emojis to support a back-to-school marketing campaign.
New conjoint approaches to scaling brand equity and optimising share of preference prediction
Ratings-based conjoint analysis suffers two problems: the distortion raised by consumer perceptions of brand equity, and the lack of efficiency of probabilistic models for estimating preference shares.
TomTom and DDB: Entering a new category and taking on Goliath
This event report looks at how one brand went about entering a new category and challenging the market leader there.
From CMO to CEO: what can we learn?
In this interview, the CEO of Fitness First reflects on the value his marketing experiences as CMO at Unilever and Cadbury provided in preparing him for his current role.
The growth of gamification in China
This article summarises developments in China around the topic of gamification, finding that gamers are becoming a big part of the nation's youth culture.
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