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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 explains how Teatreneu, a comedy theatre in Barcelona, Spain, introduced a 'pay per laugh' system to increase revenue.

Case Study

This case study shows how the Bergen International Festival (FiB), a Norwegian music and theatre festival, reengaged with its audience by rebranding itself.

Case Study

This case study shows how the Spanish Christmas Lottery, a holiday lottery ticket, successfully increased its sales in Spain by developing a social media campaign where users could follow the everyday lives of its campaign ad's fictional characters.

Case Study

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.

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 shows how the Art Institute of Chicago (AIC), a museum in the US, successfully launched its new exhibition and increased brand awareness by inviting people to step into a life-size replica of a painting.
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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

The event report outlines how the Arizona Diamondbacks baseball team pursues a nuanced segmentation strategy.

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

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.

Article

This event report describes how a customer-centric approach to marketing has helped Lego, the toy company, raise its sales and reputation dramatically.

Article

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

    This case study explains how Lego, the toy company, built an emotional connection with Australian families in a Christmas campaign which increased sales.

  2. Article

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

  3. 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.

  4. 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.

  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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