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Home Index Industry sectors Leisure & entertainment

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

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.

In-depth

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Teatreneu: Pay Per Laugh

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2017

This case study explains how Teatreneu, a comedy theatre in Barcelona, Spain, introduced a 'pay per laugh' system to increase revenue.
Bergen International Festival brand campaign 2013-2016

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2017

This case study shows how the Bergen International Festival (FiB), a Norwegian music and theatre festival, reengaged with its audience by rebranding itself.
Loterias Y Apuestas Del Estado: Justino

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2017

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.
Barbie: Imagine The Possibilities

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2017

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.
#CNCOGO: CNCO Debut Album Marketing Strategy

Case Study • Tom Nield, Paul King and Rob Hampson, WARC Prize for Innovation, Shortlisted, 2017

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.
Art Institute Of Chicago: Van Gogh's Bedrooms: Let Yourself In Recommended

Case Study • Cannes Creative Lions, Grand Prix, Creative Effectiveness Lions, 2017

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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Tango Squads: How Adidas used influencer marketing and dark social to boost authenticity and engagement

Article • Emily Barley, Event Reports, Festival of Marketing, October 2016

This event report describes how Adidas, the sportswear manufacturer, utilised influencer marketing and dark social to boost engagement internationally through its Tango Squads.
How segmentation helps the Arizona Diamondbacks cover every base

Article • Reed Karaim, Event Reports, Digital Summit Phoenix, February 2017

The event report outlines how the Arizona Diamondbacks baseball team pursues a nuanced segmentation strategy.
The sports media of 'now': how fans will experience the 2018 FIFA World Cup

Article • Brian Carruthers, Event Reports, Advertising Week Europe, March 2017

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.
Infographic: Premier League Fans

Article • Admap, January 2017

This article summarises some of the key findings of research into the online behaviours of Premier League fans, presented in an infographic format.
UFC takes on a brand-building fight in South East Asia

Article • Anna Hamill, WARC Exclusive, October 2016

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.
How Lego uses digital to inspire the builders of tomorrow

Article • Jo Bowman, Event Reports, dmexco, September 2016

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

Article • Low Lai Chow, Event Reports, LEAD Singapore, October 2016

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. Make LEGO the Star of Christmas

    Article • Christopher Colter, The WARC Media Awards, Gold, Effective Channel Integration, 2016

    This case study explains how Lego, the toy company, built an emotional connection with Australian families in a Christmas campaign which increased sales.
  2. Lego evolves its brand with social media and content marketing

    Article • Low Lai Chow, Event Reports, LEAD Singapore, October 2016

    This article explores how Lego, the toy company, evolved its brand with social media and content marketing campaigns designed around specific cultural insights.
  3. What we know about marketing at major sporting events

    Article • WARC Best Practice, August 2016

    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. Barbie's road to multicultural reinvention - and renewed relevance

    Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2016

    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. 7 ways to engage sports fans

    Article • Dan Donnelly, Admap Magazine, February 2016, pp. 20-21

    This article explores ways to engage sports fans through opportunities presented by the inherent sociability, live TV, eSports, and expansion.
  6. 7 routes to more effective sports sponsorship

    Article • Misha Sher, Admap Magazine, February 2016, pp. 22-24

    This article outlines seven strategies by which brands can successfully leverage the power of sport sponsorship.
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Americas

Eva Kasten
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Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com

Eva Kasten

EMEA

Eva Kasten
+1 202 778 0680
americas@warc.com