In an article published by Sports Business Insider, Account Director at Edelman Australia Paul Binney suggests campaigns are received well by consumers when there is “a relationship based on a mutual benefit and a two way conversation based on each other’s needs.” This important campaign tool is known as ‘value exchange’.
“Some people don’t want to engage with a brand, whether it’s directly or through a sponsorship, but many people do and it’s crucial that they aren’t just being ‘broadcast’ to, but are able to feel part of the brand experience,” Binney said.
Binney quotes the FIFA World Cup campaign executed by Adidas as an important example of value exchange, emphasising that real-time engagement was a major factor in its success.
Throughout the campaign, Adidas pre-prepared campaign material to be released timely throughout the FIFA World Cup Final, such as after goals and at the conclusion of the match. These campaign materials were received well and had high engagement with consumers.
Here at Interplay, we also believe that value exchange is necessary in sport campaigns and real-time engagement is an important tool in creating this integrated experience for consumers.
Much of our media is consumed by while watching sport, and one of the best examples we see of this is on the AFL Fantasy website Fan Footy.
Many users of Fan Footy visit the website when watching Live AFL games. This is to follow real-time live-blogging and user discussion around the game, and to follow live fantasy scores that are published on the site.
We believe that this engaged audience is extremely powerful for advertisers. An example of how this can be used is through the placement of Domino’s pizza advertisements around this type of sport content.