Category Archives: Sports

Halloween 2015 Marketing Stats and Trends

Written by: Digitally Approved
Bookmark and Share
Bookmark and Share

Co-written: Hannah Redmond, Director of Strategy, and Rita Mogilanski, Senior Content Strategist

Halloween isn’t just a fun time for trick-or-treaters, it’s also a fun time for marketers. More than 157 million Americans plan to celebrate Halloween this year, spending an estimated $6.9 billion dollars. Brands have the opportunity to capitalize on consumers’ excitement and become relevant with deliberate seasonal content. Here are some content marketing trends and stats to consider this Halloween:

Brands are innovating in the digital space this Halloween.
Target launched an app called “Treatster” where consumers can find the best places to trick-or-treat. Users can add in their own houses and “up-vote” houses in the neighborhood to alert other trick-or-treaters in the area which doorbells they should ring.

34% of consumers used online search to find inspiration for their costume. (Statista) Researching and planning ahead online before buying in-store continues to be an integral part of the shopping experience this fall, with almost half of households nationwide researching online before purchasing Halloween-related items in physical stores.

Consumers are more likely to indulge during the holiday, whether they are celebrating it or not. The top 5 candy sales days of the year are in October. This is in part due to the “permissibility” people feel around the holiday – even those who aren’t trick-or-treating or going to a Halloween party still feel more comfortable enjoying a treat more than at other times of the year. Studies show that people think that the same treats “taste better” during the Halloween season (Mintel Reports).

Halloween videos account for 57% of seasonal makeup tutorial video views. (Think With Google)
Beauty and lifestyle brands should consider Halloween a key moment in their video and social marketing strategy.

Halloween-related searches on mobile grew more than 1,000% from last Halloween. (Bing Ads)This is one of many stats that confirms the need for all content to be mobile-friendly.

A Very Social Super Bowl

Written by: Hannah Redmond
Bookmark and Share
Bookmark and Share

A Very Social Super Bowl
As told by SNICKERS social strategists Hannah Redmond and Rita Mogilanski 

Super Bowl 49 was the most social Super Bowl ever. More than 65 million people talked about the game on Facebook and there were 24.9 million posts on Twitter during the game.

Brands are realizing that social media can’t be an afterthought when planning for the big game, but rather social needs to be a central part of the brand’s marketing and communications strategy.SB Post 1

The SNICKERS social team planned for the big day by working closely with partner agencies to plan a cohesive, 360 strategy with multiple touch points. As an official NFL partner and a brand with a Super Bowl commercial, it was imperative that we make the most of the moment. 

Pre-Game
  • Predictive and Strategic Research: No brand should wait for a “moment” to jump into the conversation on social media; rather they should arrive at game day prepared.SB Post 2
    The social analytics team at Fanscape came armed with information to help inform their social participation strategy, with items including Super Bowl trends from past years, SNICKERS social trends, and a list of brands to monitor. This information was necessary to prepare game day content and help find real-time opportunities during the game.
  • Rally To Release: The SNICKERS social team worked to help promote the Super Bowl trailer that was released on January 21. Our strategy was based around creating awareness and excitement around the campaign. We wanted to make sure we got fans involved in the process, so we asked them to like, comment, share, view the teaser, or use the official hashtag #EatASNICKERS to encourage SNICKERS to release the full Super Bowl spot before game day. After receiving over 2.5 million engagements, the full commercial was released 4 days before the game.

SB Post 3SB Post 4

SB Post 5

SB Post 6

Game Day
  • Social Media Command Center: A social media command center is the best way to track all the game day activity and manage outgoing content. The SNICKERS social team gathered several essential players, including an analyst to identify opportunities and measure and track success, a content and creative team to ideate when “real-time” opportunities presented themselves, an account team to push through client communications, and a community manager to keep a pulse on the community.SB Post 7
  • Real-Time Engagement: After creating a game time strategy and plan based on research and insights, SNICKERS focused on interacting with brands, fans, and media on Twitter during the game. We inserted the brand voice into the social conversation where relevant, while promoting the Super Bowl spot and NFL partnership.SB Post 8
Results
  • The most successful SNICKERS tweets were timely and relevant, which is a testament to the planning and strategic partnerships that were in place
  • The SNICKERS Super Bowl commercial was the 2nd most shared spot on social media
  • SNICKERS ranked #9 in the top 10 ads based on digital activity
  • SNICKERS was in the top 5 brands ranked by digital share of voice

SB Post 9

Learnings and Recommendations
  • Include Social Media as Part of 360 Planning
    Super Bowl planning, including creating a cohesive content strategy, communications plan, and creative elements, takes months. Social media elements should be injected into each part of planning, since Super Bowl has become such a “social moment.”
  • Involve Consumers
    Brands that foster consumer involvement earn more shares and a higher share of voice on social media. Whether it is part of the core campaign (like Doritos Crash the Super Bowl) or an activation that brings in or acknowledges fans during the game day conversation (like McDonalds), it is an increasingly important part of marketing during the Super Bowl.
  • Conduct Social Research Beforehand
    Don’t wait for a “moment” to chime in on social media. Arrive at game day prepared with conversation metrics and relevant topics from previous years, as well as have already investigated upcoming campaigns from competitors and general advertisers in the space. Making note of what has previously resonated with fans and seeing how other brands are implementing strategy based on their own research can help prepare and preplan content and ways to get into the upcoming social conversation.
  • Be Present on Game Day
    A social media “command center” is more than just multiple computer screens monitoring various hashtags. It is important to create a core team with specific roles to play on game day:

    • An analyst to help identify content opportunities and measure and track success;
    • A content team (including creative) to ideate when a “real-time” opportunity presents itself;
    • An account team to help push through client communication;
    • A community manager to keep a pulse on the trending topics and brand community conversation.

Each team member plays an important and deliberate role and together they drive success.

Overall, whether brands have an ad in the game or not, there are ways into the Super Bowl social conversation – by finding an angle that makes a brand relevant. Keeping these four elements in mind when creating this angle will set teams up for success.

 

Hannah and Rita are on the SNICKERS social team at TMADE.

Sources:

Reuters
AdAge
AdWeek
Twitter
Facebook
MediaPost
MarketingLand
Portada-online

 

Headlines & Stuff

Written by: Christy Wise
Bookmark and Share
Bookmark and Share

 

Here are some cool things we read about this past week:

Facebook and Twitter Lock Horns in Post-Super Bowl Battle of the Statistics
Facebook and Twitter released a barrage of data this week to claim the title of most popular social network for spectators watching the Super Bowl. Facebook boasted that 65 million people chimed in about the game. Twitter reported 28.4 million game-related tweets, compared with 24.9 million last year.  Facebook claimed that 676,000 people per minute commented or liked someone’s comment after the game-ending interception. On Twitter, the same play generated a surge of 395,000 tweets per second.

Twitter Launches Vine Kids
Twitter recently created its first child-friendly app – Vine Kids.  The main feature is the same, six-second looping videos, but the focus is clearly for children with animated characters leading them through the experience.

Nielsen Pitching New ‘Tweets Per Impression’ Metric to Entertainment Marketers
Nielsen has begun engaging movie studios and TV networks on a new metric — tweets per impression (TPI) — that gauges the social impact of entertainment marketing efforts. TPI maps the number of impressions a commercial has on TV against the number of tweets referencing that particular impression just minutes after the commercial airs.  While TPI isn’t limited to the entertainment industry, there has been significant interest from studios, which can adjust their TV advertising plans in real time based on input from the metric.

Tweets Will Return to Google Search
Twitter has reached a deal with Google to add tweets back to Google’s search results later this year. Google previously had to crawl Twitter’s site for tweets, but now the company will provide the data directly to the search engine. As part of the new arrangement, tweets will appear in search results as soon as they are posted.

Twitter Expands Promoted Tweets
Twitter has announced plans to expand Promoted Tweets beyond its own borders. Flipboard and Yahoo Japan have signed on as the first platforms to participate in Twitter’s newly syndicated ad network.  Twitter’s syndicated ads will be seen by users within Twitter content sections on third-party properties, as well as within third-party content areas.

Global Social Media

China Tightens Its Grip on the Internet
Over the last two weeks, China has been further tightening its grip on the Internet, blocking several tools that allow users inside the country to escape and circumvent what’s popularly known as the “Great Firewall of China.” Some popular Virtual Private Networks were the latest victims of the censorship system, with many reportedly unable to use them to connect to censored websites.  Though China has always been aggressive in trying to control the Internet, this new crackdown is seen as unprecedented.

Noteworthy Campaigns

Gap Debuts Love Story ‘Micro-Series’ on Instagram
Following Gap’s noirish brand campaign from David Fincher, and quirky holiday ads directed by Sofia Coppola, the brand has launched a “micro-series” on Instagram to promote its spring collection.  “Spring is Weird” is a 12-part love story starring actor Paul Dano and “Marcel the Shell” creator Jenny Slate. The 15-second episode will roll out each week on Gap’s Instagram account. The story will also be featured on dating websites and apps. Followers of #APerfectFit will also get special offers for trying the brand’s form-fitting “Resolution Denim” featured in the series.

Headlines & Stuff

Written by: Christy Wise
Bookmark and Share
Bookmark and Share

 

Here are some cool things we read about this past week:

Snapchat Ads are Coming
Snapchat ads are coming soon, according to Snapchat CEO Evan Spiegel. The ads will be around the company’s “stories” product and will be optional to view.

LinkedIn Now Tells You Which Actions Led to Higher Profile Views
LinkedIn is giving users better information about which actions encourage people to look at their profile page. Under the “Who’s Viewed Your Profile” section, LinkedIn has added a new area listing the notable actions the user has taken. This could include posting a status update, joining a group, giving endorsements, or making new connections.  The hope is that when someone the user is keen to work with looks at their profile page, the user can deduce what they’ve done to trigger it.

Pinterest Pushing New Editorial Product with First Co-Marketing Campaign
Pinterest rolled out its first co-marketing campaign this week to promote a new editorial product called Pin Picks. The site has partnered with 10 companies including eHow, Cracked, and Funny or Die, as well as YouTube star Michelle Phan. Pin Picks are topic-specific collections of Pins and Pinterest profiles that the company has been testing since August. Pinterest is raising the profile of Pin Picks with a four-week Halloween campaign, each with their own themes: horror, villains and superheroes, humor, and last-minute ideas. Funny or Die and Michelle Phan are taking part in the horror phase; comedy site Cracked will be involved in humor; and eHow’s participation will span all four themes.

Facebook Messenger has Friend-to-Friend Payment Feature
Facebook could soon allow Messenger users to send mobile payments to their friends. A Stanford University student uncovered the feature via Cycript, a tool for developers.  The payment mechanism is said to be similar to that used in Square Cash, where Messenger uses it to debit one account, and then uses some means to look up the bank account number of the recipien, and deposit it.

Global Social Media

China’s Instagram Block is Here to Stay
For years, Instagram was one of the exceptions to China’s great firewall. It remained accessible even though Facebook, YouTube, and Twitter were blocked. It finally went dark in September when users began sharing photos of the pro-democracy protests in Hong Kong. It hasn’t come back since.  Of major US-based social media, LinkedIn is all that remains, and only because the social network agreed to play China’s game. Some people who post about sensitive topics get messages that their content is banned in China and cannot be seen by members there.

Noteworthy Campaigns

Dove is Trying Snapchat for Self-Esteem Effort
Unilever brand Dove is launching an initiative with Snapchat as part of its annual “Self-Esteem Weekend.” The brand has invited women to share their insecurities via Snaps, and as the Snaps disappear they can make room for more positive thoughts. Dove will have “Self-Esteem Ambassadors” on hand to respond to girls’ Snaps and provide real-time advice and feedback. The reason for using Snapchat, according to Unilever’s marketing director, is because “having a public conversation about your self-esteem can be intimidating.”

Clios In The House

Written by: Digitally Approved
Bookmark and Share
Bookmark and Share

clio-sports

In the ad world, there is no higher achievement than the Clio. In Advertising, it is the equivalent to the Oscars. If you are a Mad Men watcher, then maybe your remember when Don accepted the Clio for his work on GloCoat. But Peggy was insulted that he didn’t thank her.  Then Roger held the Clio hostage unless he acknowledged that it was a team effort.  But we digress.

clios

There are a number of Clio awards given for specific industries and they recently handed out statues for outstanding work in Sports. We were lucky enough to receive two of them and we’d love to give a shout out to the tremendous work exhibited by the entire creative teams at The Marketing Arm with special nods to Brandon Stuart and Marc Gilbar who accepted the awards for the Callaway Golf “Hit the Links” and PepsiMax “Test Drive 2” campaigns.

Four Tips On Getting The Most Out Of Your Brand’s Sponsored Celebrity Athlete

Written by: Nick Cernoch
Bookmark and Share
Bookmark and Share

Sports

A sponsored athlete to work with and utilize on your brand’s social channels can be a gold mine as long as you make sure to do the following:

1. Become Their Biggest Fan…Even If You’re Not
Brands sponsor athletes in order to create excitement among sports fans, and hopefully turn them into loyal followers of the brand.  To properly create content around your brand’s sponsored athlete you’ll need to know everything about them, from how their season is going (on and off the field/court/track) to their personal history and place in their sport’s landscape. You’ll even need to learn about the other members of your athlete’s team, other teams and personalities in their sport, and how other brands may utilize their competitors. Take the time to learn all there is to know about everything related to your athlete.

2. Learn Their Tone Of Voice
Access to content where the sponsored athlete speaks directly to your fans is a tremendous asset.  Often you will be creating content for your brand’s social channels in the voice of your athlete, so it is imperative that you are familiar with their tone and their personality. Any time you write copy that is associated with your athlete’s image, it should feel authentic. This authenticity will foster greater “linkage” to your brand and the athlete will be considered a true part of your brand’s community. If it doesn’t seem like your athlete is actually connected with your brand, then the relationship becomes less important to the fans and lessens the value of the sponsorship.

3. Utilize Their Own Social Channels
Many popular athletes have their own large social followings, so finding ways to take advantage of their social clout can be a huge win for you and your brand. The occasional (or regular) sharing of your brand’s content by your celebrity’s Facebook page or Twitter account can boost your organic reach tremendously. This is incredibly valuable these days, as organic reach on Facebook for brands is dwindling fast. So get to know your athlete’s social media team, manager, or learn how they use their own channels. This way you can find ways to create content for your brand that could be shared. Remember, this can go both ways, so using your brand’s channels (where appropriate) to share posts from your athlete can go a long way in relationship building.

4. Know When And When Not To Engage
Brands and those of us who work on their behalf can become incredibly close to sponsored athletes; sometimes we may even become friends. It is important to remember, however, that when it comes to being involved in personal matters, we should choose carefully when to engage. For instance, when a brand speaks up on social channels with messages of support after a sponsored athlete suffers a personal loss, there can be a fine line between appearing authentically sympathetic and appearing opportunistic. Always keep in mind the nuances of the relationship between the brand and celebrity.

There is certainly much more to managing the relationship between your brand and its sponsored athlete from a social perspective, but keeping the above in mind will help.

Headlines & Stuff

Written by: Christy Wise
Bookmark and Share
Bookmark and Share

Here are some cool things we read about this past week:

YouTube to Run TV Ads Promoting Video Creators in 2014 Push
Next week, Google will introduce a campaign to promote three YouTube creators with ads appearing across Google-owned properties as well as TV, print and out-of-home.  YouTube’s ad campaign will highlight creators from beauty/fashion and cooking verticals – and later this year will showcase creators from other Google preferred verticals.  The three creators Google has chosen include: make-up star Michelle Phan (also a Dr. Pepper spokesperson and has a cosmetics line with L’Oreal), beauty-and-fashion vlogger Bethany Mota (also has a clothing line with Aeropostale) and baker Rosanna Pansino. Each of them have more than one million subscribers to their respective channels.

Twitter Acquires SecondSync & Mesagraph
Two social-TV companies announced they had been acquired by Twitter for undisclosed sums – France–based Mesagraph and UK based SecondSynch. The second had announced an international partnership with Facebook in January to analyze conversations about TV that take place on the social network. Facebook was looking to SecondSync to make the case that Twitter wasn’t the only medium that mattered for real-time conversations about TV happening at scale. They even published a white-paper with results learned from SecondSync’s efforts.  Now Twitter owns them. SecondSync is not commenting on their previous partnership with Facebook.

Amazon Announces Fire TV
Amazon has just announced Fire TV, an compact, streaming video set-top box that can also play games. Titles from Ubisoft, Double Fine, TellTale Games, EA, Disney, Sega, and Gameloft will be coming to the Fire TV.  The unit itself will be $99, the controller $39.99 and the average price of games will be $1.85 with free titles also available.  Video streaming services will include: Amazon, Netflix, Hulu, YouTube and WatchESPN. Music services will include: Pandora, iHeartRadio, and your Amazon library.

Vine Releases Private Messaging Feature
Vine released a new private messaging feature this week. Users can now send video and text messages to one another through the app. They can record a video message, add text, and send to those in their Vine network, as well as those in their phone’s address book.

Monthly Cost of an Instagram Ad Campaign Can Approach $1MM
Much like Pinterest, Instagram is out pitching advertisers on a premium ad offering. Following the conclusion of a test late last year with ten advertisers, the photo and video sharing platform is out pitching Instagram ads at CPMs that would put a month-long buy deep into six figures and verging on seven depending on the reach and frequency sought. Quotes ranging from $500,000 to $1 million for a month have been leaked by advertisers. No rates have officially been set in stone.

Global Social Media

China Surpasses U.S. In Mobile Commerce
China leaves the U.S in the dust when it comes to embracing m-commerce. Seven out of 10 smartphone users in China have used their devices to make a purchase in the last three months, compared to only 22% in the U.S. and 13% in France.

Noteworthy Campaigns

Pepsi Ad Changes the Plot With a Click
With the World Cup just two months away, Pepsi has released a new ad that celebrates Rio and the game of soccer with a few interactive detours that gives the viewer control over the narrative. There are 11 instances in the video where a viewer’s cursor turns into a symbol. Click on it and the video launches into a vignette that you wouldn’t see otherwise. For example, at one point there is a cameo from soccer superstar Lionel Messi, who is shown reading a newspaper. If you click, the scene changes to show the crowd discovering Messi and mobbing him. If you don’t click, the scene moves on quickly and Messi picks up the paper and just continues to read it.  Watch the ad here.

Stats of the Week

Written by: Jackie Mendez
Bookmark and Share
Bookmark and Share

Every week we compile lots of interesting stats here at Fanscape and we try to share a lot of what we learn with you in these posts. With March Madness in full swing, this week’s post takes a deeper look into how people plan to keep up with the wins, losses and bracket breaking upsets of this year’s tournament.

Over 50% of US Mobile Users Plan to Check Mobile Apps to Keep Track of March Madness

March Madness lovers who want to follow the games both day and night can breathe a sigh of relief—thanks to mobile apps. According to a study conducted by Harris Interactive for SOASTA, mobile users are turning to their second screen during the workday to keep up with this year’s National Collegiate Athletic Association (NCAA) basketball tournament.

March 2014 polling found that just over half of US smartphone and tablet users planned to check mobile apps during the workday to keep track of March Madness. Nearly three-quarters said they would take a peek at their mobile device when they took a break from work, and about two-thirds planned to check in on the games during downtime. Lunchtime appeared to be another popular time for catching up with the tournament, with over six in 10 saying they would do so while eating.

Part of the appeal of mobile apps are the live updates they provide: 41% of respondents said that these improved the March Madness experience. Being able to access and manage brackets on the go ranked second (29%), and easy access to team and player information was also popular (27%).

The fact that fans use mobile apps for easy, quick access to information may be why July 2013 research by Informate Mobile Intelligence found that US smartphone users who used sports apps spent little time with them, launching the apps 1.4 times a day and spending 3.7 minutes with them daily. With 41% of respondents to Harris Interactive/SOASTA’s survey planning to check for March Madness updates on their app more than once a day, usage may see an increase over the next few weeks.

Source: eMarketer