The success of the ‘Dundee’ Super Bowl campaign points the way for the future, says Tourism Australia’s Lisa Ronson, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.
Ambush marketing, or the unexpected takeover of a sponsored event by an unauthorised brand, appears to be “growing in prevalence and sophistication”, according to a new paper in the Journal of Advertising Research (JAR).
Carmen Abril, Joaquin Sanchez and Teresa Recio, Journal of Advertising Research, Vol. 58, No. 3, 2018, pp. 297-310
This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.
Nicholas Burton and Simon Chadwick, Journal of Advertising Research, Vol. 58, No. 3, 2018, pp. 282-296
Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.
Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Digital First, August 2018
This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.
ZHONGSHAN, CHINA: Though the recent FIFA World Cup drew attention and ad-spend from some of the world’s biggest brands, it’s a little-known Chinese kitchen brand which is seeing huge buzz as a result of its unorthodox marketing strategy ...
LONDON: Almost one fifth of all ads shown on ITV during FIFA World Cup games were for gambling brands according to a new analysis which shows that betting ads had more screen time than alcohol and fast food commercials combined.
LONDON: Brands that tailor their creative to tap into national sentiments during the World Cup can “ride the emotional wave” and generate significantly higher levels of consumer engagement – as long as the team is winning.
Matthew Hearn, Research on WARC, July 2018
Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.
Colin Selikow, Gunn Insights, June 2018
The confectionary brand, Skittles, used the US Super Bowl to reach the masses by showing an exclusive ad to just one teenage fan, the public could watch his reaction via a Facebook live stream on Super Bowl Sunday.