Celebrity Marketing at Sporting Events

Sporting Events Post

When it comes to sporting events, celebrities and social media are the major players driving social engagement before, during, and after the game.

The impact of celebrities on audience engagement at sporting events is real. The impact of social media on audience engagement is just as real. Combined, these two influential forces and sporting events become one dynamite hotspot for brands to connect with fans.

Linking popular marketing campaigns to high-profile sporting events is not a new idea. However, the rise of social media adds a valuable, new element to the marketing mix. When social platforms work hand-in-hand with celebrity marketing campaigns featured at major sporting events, audience engagement will increase.

Brands that are able to generate creative and compelling videos can drive social engagement surrounding sporting events. Using the power of social media, these videos may become viral and generate buzz around the event. Similarly, brands featuring celebrities within their marketing campaigns at sporting events can achieve higher levels of engagement.

Beyond simply creating buzz, well-known sports teams and their social channels have found a way to engage with sports fans during the actual event.

A few professional sports teams have figured out how to draw attention away from personal phone screens and attract fans to the only screen that matters, the jumbotron. The Philadelphia Eagles, Seattle Sounders and San Francisco Giants use technology powered by Tagboard that shows their Instagram stories on massive displays inside the stadium. These teams have found the way to grow their social media followings and also keep the focus on the field.

Combining celebrity title with social media, these sports teams engage fans, while still promoting their brand. As teams recognize this potential for branding, they discover ways to monetize content.

In addition, these massive displays take fan engagement another step further by featuring user-generated content. This keeps fans involved in the action on the field, while simultaneously becoming the focus of the screen. Furthermore, Tagboard created a tool that makes it easier to search content across keyboards, phrases, accounts and hashtags.

Tagboard has put a new spin on advertising during sporting events. Brands that want to get a leg up and connect with sports fans must recognize the influence of celebrity marketing and in turn, create captivating video content for social media platforms that will get fans involved.

photo credit: Pexels via Pixabay.com

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Celebrity Marketing as a Form of Entertainment

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Creating entertainment through advertisements increases consumers ability to connect with brands.

Brands strive for consumer attention. Simultaneously, consumers want to be entertained.

Consumers are blasted with advertisements day after day. In an effort to escape from a workaholic lifestyle, consumers embrace entertainment as an enjoyable distraction. As attention spans grow shorter and ad-blocking efforts grow stronger, brands have to find a way to push through the clutter and become memorable.

In order to do so, companies have to move from simply adding brand value to adding entertainment value. Not only should companies sponsor the brand content, but these brands need to be the entertainment.

This “don’t sell, entertain” mindset has gained momentum, especially as musical artists, television stars and athletes have joined the movement. Celebrity marketing content that is entertaining erases the idea that advertisements are purely promotional.

Below are a few brands who have successfully used celebrity marketing to execute this approach:

North Face

With the help of Spotify, North Face partnered with White Denim to take advertisements to a whole new level.

In an effort to promote North Face’s Apex Flex GTX rain jacket, Spotify released the first weather-triggered song. White Denim’s song, “No Nee Ta Slode Aln” was made available by Spotify only in U.S. regions receiving rainfall. Using ClimaTune, Spotify determined which markets to release the song.

In addition, “No Nee Ta Slode Aln” can be heard throughout the marketing campaign for North Face’s new rain jacket.

Pizza Hut

Pizza Hut partnered with Kristin Wiig for its “Everyman” campaign with a goal to showcase how hot and fresh pizza can be loved by all.

Wiig is featured in two TV advertisements playing a variety of characters, such as an older farmer, male cheerleader, business woman, and mechanic. Chief brand and concept officer of Pizza Hut, Jeff Fox, was quoted in AdWeek saying, “Wiig was a great fit for the role because of her versatility and her ability to play so many different characters – as shown seen in her time on Saturday Night Live.”

Channeling these various personas, Wiig uses her celebrity status to entertain viewers and also promote Pizza Hut as a brand for everyone.

Chase

For its “Battle of the Paddle” digital banking campaign, Chase partnered with not just one celebrity athlete, but two. NBA player Stephen Curry and professional tennis player Serena Williams go head-to-head in an impressive battle of ping pong to promote the convenience of Chase Quickpay.

Yet, before the commercial even launched, Chase created teaser content on various social media channels to encourage viewer interaction. The company gave viewers the choice of #TeamStephen or #TeamSerena to build hype and create social buzz.

The teaser content alone amassed three million video views across Instagram and Facebook.

Altogether, these three examples illustrate the power of celebrity marketing as a form of entertainment. Interrupting consumers with branded messages no longer works. Brands have to create entertainment and decide which celebrity can best enhance their message if they are going to connect with consumers.

photo credit: Al Ibrahim via Flickr

 

Celebrity Marketing and Esports Join Forces

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To promote brands and foster strong relationships with millennials, esports is the go-to industry to reach millennials.

To keep brands relevant in an age of overstimulated millennials glued to their screens, think gaming. While marketers use celebrities and digital influencers to reach consumers, they have overlooked one very important group of influencers: gamers.

The breakout industry, esports, has accumulated a large following thanks to these gamers. In fact, it was reported that gamers are the most followed influencers on YouTube, where three of the top five YouTubers are gamers.

With such a strong following, brands should utilize the reach of these gaming influencers as a way to attract more millennials.

Although esports originated in social media, it has pushed past its initial YouTube platform and jumped into major venues like Madison Square Garden and Key Arena, drawing in thousands of viewers and attendees.

As the gaming industry continues to grow in popularity, brands need to recognize the endless opportunities of partnering with gamers.

In pursuit of this fast-rising sport, a few brands have caught on to the gaming phenomenon.

For example, Snickers used the esports social platform creatively to reach their audience. Snickers partnered with three gamers with large social followings to transform its “You’re Not You When You’re Hungry” campaign into a live broadcast prank. Gamers began to play horribly because they were hungry, and the hungrier they became, the worse they played. It was not until they ate a Snickers bar that each gamer reverted back to their legendary gaming selves. The prank proved noteworthy as viewers went crazy with live-commenting throughout the prank.

Similarly, Coke was able to tap into the trend and feed fan excitement. Coke encouraged fans to get involved by handing out “cheer boards” for fans to write on during the gaming event. And if fans could not make the big event, Coke had a solution: host viewing parties. For instance, Coke created a nationwide viewing party of the League of Legends World Championship at L.A.’s Staples Center to over 200 movie screens across the United States.

Because esports is a developing platform, marketers must step outside their comfort zone. Risks are necessary, so take that risk by tapping into the powers of gaming influencers. In turn, brands will find success in reaching the much desired millennial consumer.

photo credit: Tobechi Ugwumba via Flickr

Viral Celebrity Marketing Campaigns Turn Brands into Cultural Phenomena

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Great celebrity marketing partnerships coupled with creative executions can go viral, launching brands into the cultural spotlight.

Pairing a powerful celebrity with an innovative concept provides the opportunity for brands to catapult themselves into the forefront of culture. In an increasingly digital world, the climate is perfect for brands to match celebrities with clever content and go viral, reaching millions of people through shares and retweets. Campaigns go viral because of the celebrities they feature. Consumers are drawn to interesting, funny, inspiring and captivating video ads that include people that they know and can relate to. Here are three elements of viral celebrity marketing campaigns.

 Entertainment Value

Making a campaign entertaining by putting a celebrity in an interesting situation is what makes ads authentic and enjoyable. It allows the brand to integrate with the content rather than being a tack on. This is what blends the brand with the celebrity and message fluidly, without making it seem too promotional.

Nike’s series of ads with Kevin Hart achieved great popularity. The ads were able to entertain consumers and hold their interest because they told an interesting story. Being released right at the New Year when people set goals to work out, the brand had perfect timing using an adored celebrity to position their brand and product at the center of that cultural moment.

 Cost Effective

Producing video ads can be costly, but placing ads at the right time and place is often extremely expensive. When a celebrity marketing campaign is positioned in the right environment for success the ad can go viral, garnering millions of views simply from initial placement on the brand’s social channels.

Apple music’s partnership with Drake and Taylor Swift is a great example of how taking a loved celebrity, a relatable situation and combining it with a funny execution makes a brand the center of social media. These ads had millions of views within hours of their release. The virality of the ads allowed a larger reach for a much lower cost than an alternative medium.

 Leverage From Social Media

Content recommended by friends has extra pull for consumers. They are more likely to trust, buy into, and like messages shared by friends than those placed by brands. Viral videos passed along through social channels from one user to the next have more credibility. Brands benefit when their celebrity marketing campaigns are those being shared.

KitKat created the perfect circumstance to become a cultural phenomenon with their campaign featuring Chance the Rapper. By partnering with a well known celebrity across their target demographic and creating an interesting ad, they reached a vast amount of people in a meaningful way.

By making an authentically interesting ad based around a celebrity, a brand creates an opportunity for themselves to become a cultural icon.

photo credit: Joe The Goat Farmer via Flickr