“The only thing that is constant is change.” A phrase published by Heraclitus, a Greek philosopher, in 500 B.C. still holds true in 2015. Perhaps, no one understands that belief more than someone trying to sell a sport sponsorship in an increasingly competitive market.
Everyday is a new day, a fresh start. The people responsible for designing and activating sponsorships have to be at the top of their game. IEG, a leading organization in sponsorship analysis, insight, valuation, and measurement, proposes four trends to know and follow in hopes of leading a successful campaign.
Start by telling a story to the target audience, but don’t necessarily make it about your company. Take note of country singer Toby Keith’s song “I Wanna Talk About Me.” Potential buyers like talking about a brand, but what they really want is to talk about themselves: what they think, like, know, want, and see. A brand can nurture stories by asking people to participate and become advocates. Consider PepsiCo’s “Are You Fan Enough?” campaign with the National Football League in 2013.
The advertising creative captures the excitement of experiencing and connecting to the game by showcasing various fans, teams, players and coaches getting ready for kickoff.”
In an attempt to create the ultimate fan experience, the campaign used engagement. It’s crucial to make potential buyers feel like they belong, part of the community.
According to the official news release, a ten-city bus tour tailgate party that allowed fans to deliver a personal message to their favorite team in hopes of making it to the jumbo-tron. NFL rookies asked fans to show they are “fan enough” by voting online for Rookie of the Week. Fans also got a chance to win tickets, team merchandise, and participate in special moments by using #FanEnough.
A sponsorship is no longer just about the value for the company. Serving and value for the consumer should be a primary focus. This campaign wanted fans to express their passion, build morale, and stick together until the end. If a team makes it to the Super Bowl, fans will have bragging rights, the chance to see the game, and it can put their team/hometown in the national spotlight.
The “Are You Fan Enough?” campaign was the first to be activated across all of PepsiCo’s brands. For example, Diet Pepsi is targeted toward women. The company used that brand to communicate with women that they could share their fandom, like team-inspirted manicures, to win prizes. The campaign was also innovative with its different techniques and messages with fans to “bring them closer to the teams, players and ultimately the game they love.”