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Case Study

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.

Article

Mastercard, the payments brand, is tapping the power of experiential marketing in a bid to engage consumers in meaningful ways around their passion points.

Case Study

Coca-Cola, a carbonated drinks brand, increased sales in Egypt by creating a national hymn to football that enticed the country's youth to get reacquainted with the national team.

Case Study

BT Sport Business, a group of sports television channels, increased sales and customer satisfaction among its main business clients, pubs, by introducing the Manager of the Month campaign for pub landlords in the UK.

Article

MillerCoors, the brewer, is using sponsorship as a means of engaging millennial consumers in powerful ways.

Research Paper

This article generalizes the well-known negative binomial distribution (NBD) theory to attendance behavior at sporting events.

Case Study

Lincoln Financial Group, a financial services group, launched a campaign in the US to raise brand awareness among NFL fans.

Opinion

In an emotional context such as sport, adding to – and not intruding on – the experience is of paramount importance, as the telco EE showed in its entertainment marketing strategy.

Case Study

Heineken, a premium beer brand, reached out to Nigerian consumers who had turned to more affordable beer brands by creating a video series with American rapper Jidenna.

Case Study

Skittles, a sweets brand, launched a two-tiered influencer and content campaign for the Super Bowl, in order to increase its share of voice in the US.

Case Study

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.

News

SINGAPORE: The English Premier League may be the most popular overseas football league in Asia, but Bundesliga, its German counterpart, intends to compete by growing its brand through the use of data and digital engagement.

News

HONG KONG/NEW YORK: Tencent Holdings, the Chinese internet giant, has secured a deal with Major League Baseball (MLB) of the US to live stream MLB games and highlights, including the World Series, to its huge base of online users.

Article

Football marketing has come a long way since Nike’s iconic 1998 World Cup ad featuring the Brazil team playing kickabout in an airport, not least because of social media which has shifted the focus to individual players.

Article

Marketing around the Russia World Cup requires brands to understand both the position of the host country and the changing behaviours and culture around football.

News

MANCHESTER: Even though Manchester United is the most viewed English Premier League football club on YouTube, clocking up a huge 843m views since the start of the 2017-18 season, it has resisted having an official YouTube channel – until now.

Article

The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.

Article

Snickers, the chocolate brand owned by Mars, made Super Bowl history when it ran a live TV commercial during the NFL showpiece event.

News

SINGAPORE: Twitter is ramping up its involvement in live sports in Asia Pacific with the expectation that sports bodies prefer it to the likes of Amazon and Facebook.

Article

Though in the UK men's sport has not broken any records or gone anywhere new in a while, women's sport is reaching new levels of international achievement; but brands still prefer to align with men's sport.

Case Study

Diageo, the drinks company, drove awareness of its Captain Morgan rum brand during the summer months in the UK through association with Leicester City FC, a Premiership football team.

Case Study

PepsiCo, a food and beverage company, leveraged its partnership with the UEFA Champions League in Ireland by launching a video campaign that surprised superfans by taking them to the UCL game.

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2017 WARC Awards.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.