Brands take advantage of sports fandom with localized ad campaigns
Trend - Creating ties to current events, brands, typically outside the sports and athletic field, are jumping in to showcase support and loyalty for regional sports teams. Strategically releasing ads around playoffs and championship finals, brands are aiming to showcase pride and support for local teams through everything from referencing star players to highlighting local fan engagement.
Insight - Consumers connect with businesses that are values-driven and purposefully contribute to their community. One of the most effective ways to showcase values is through taking on a ‘corporate citizen’ role, where an organization takes action to help their specific region. This makes consumers value the shared connections between their community and the brands that contribute to it.
Insight - Consumers connect with businesses that are values-driven and purposefully contribute to their community. One of the most effective ways to showcase values is through taking on a ‘corporate citizen’ role, where an organization takes action to help their specific region. This makes consumers value the shared connections between their community and the brands that contribute to it.
Workshop Question - In what ways can your brand create more authentic connections with your consumers? What localized strategies could you employ?
Trend Themes
1. Localized Ad Campaigns - By creating ties to current events, brands are showcasing pride and support for local teams through localized ad campaigns, influencing the way businesses engage with consumers.
2. Purpose-driven Brands - Consumers value shared connections between their community and the brands that contribute to it, presenting an opportunity for purpose-driven brands to drive engagement.
3. Interactive Digital Platforms - Interactive digital platforms like Aviva's Raptors Voice Insurance showcase how businesses can incorporate interactive digital platforms into their business models to increase engagement with their audiences.
Industry Implications
1. Sports - Localized ad campaigns are influencing the sports industry by showcasing pride and support for local teams, which can drive audience engagement and brand loyalty.
2. Retail - Purpose-driven brands can drive engagement with their consumers, increasing brand loyalty in the retail industry and beyond.
3. Insurance - Interactive digital platforms present opportunities for the insurance industry to turn sports fandom into customer engagement while creating value outside their core services.
5 Featured, 37 Examples:
49,585 Total Clicks
Date Range:
Sep 18 — Jun 19
Trending:
Warm
Consumer Insight Topics:
