Right Brain, Left Brain Blog

26 posts categorized "Sport"

03 February 2014

The most innovative ad from the Super Bowl… and it wasn’t on TV

As VW pointed out in its teaser ad, there seems to be a tried and tested formula for Super Bowl spots, which usually includes celebrities and/or animals, slapstick humour and very high production values.

For the 48th edition of ‘the biggest show on Earth’ a lot of advertisers stuck to some variation of this creatively, which is understandable since a 30” spot on Fox can cost up to $4m. However, this year many more brands were thinking beyond airtime to tap into the cultural phenomenon that is the Super Bowl.

Continue reading "The most innovative ad from the Super Bowl… and it wasn’t on TV" »

17 December 2013

Social sports and the rise of the #smartfan

Say venn

“If winning isn't everything, why do they keep score?” - Vince Lombardi

Are you ready for some (social) football? As we gear up for the height of holiday sports season and head in to Super Bowl XLVII, the mobile/social fan is charged up and raring to go. From streaming live video directly, to checking player statistics, to posting comments on Facebook and following player hashtags, the rise of the SmartFan is upon us. Because when it comes to sporting events, fan experience is everything. The better the experience, the more likely fans will come back over and over again. These days, fans are streaming into stadiums armed with smart phones and tablets and an avalanche of downloaded apps. They want full immersion in the game, the players, the league … and they want to share it all with their friends in real-time.

Continue reading "Social sports and the rise of the #smartfan" »

06 February 2013

Acer's interactive Olympic campaign

 

Acer_IMG_5636
Acer's Olympic pavillion


Challenge

The London Olympic Games was the second Olympic event at which Acer held the title of ‘Official Hardware Partner’ – having previously sponsored the 2010 Winter Games in Vancouver.

In order to create an on-site brand experience like no other, Acer appointed total brand activation agency, Pico, to build a Showcase Pavilion within the Olympic Park. Pico in return appointed specialist experiential staffing agency Blackjack to select and train the Showcase Team to engage and host the site.

Situated close to the Athletes Village, Acer were able to exhibit and demonstrate their new products, latest technologies and innovations to the public inside the Showcase Pavilion, whilst simultaneously providing a corporate hospitality suite for VIP guests to soak up the incredible atmosphere of London 2012.

The Showcase consisted of three levels where guests would be immersed in an interactive experience combining projection, lights and imagery to create an unforgettable journey; the top floor included an exclusive VIP area for IOC members and athletes to use with spectacular views of the Olympic Park which included an unparalleled view of the Olympic Stadium.

Insight

There were two key objectives attached to Acer’s on-site Olympic activity.  First and foremost it wanted to attract visitors to the Olympic Park into the Pavilion to experience the Acer Journey through customer facing interaction. Once inside, the aim was to educate visitors on Acer products, new technologies and innovations to enhance brand knowledge and awareness.

Solution

An entirely unique experiential concept was created, to immerse the visitor in an unrivalled and entirely personalised brand experience. Blackjack provided event managers and brand ambassadors, all of whom had been approved by LOCOG (London 2012 Governing Body) and accredited for the Olympic Park beforehand.

Blackjack staff then guided visitors through an interactive journey that began outside the showcase in the Olympics Park. Visitors were issued with an interactive journey smartcard. Each card had a QR driver that, when swiped onto a QR reader positioned next to the various features on various levels, would allow each visitor a personal and individual interaction complete with info/avatar capture of themselves. The smartcard allowed QR activation at each feature display within the pavilion via a unique visitor QR code which isolated each individual visitor’s interaction through the various feature displays within the showcase, via a microsite: acerjourney.com

Once inside the Pavilion, visitors had 8 stations to experience:

  • Journey Sphere - Visitors could browse and explore through a variety of games and videos

  • “Fast Faster Fastest” Arena – An interactive challenge navigating a route through a computer circuit board in the fastest time

  • Infinity Gateway – A room which projected multiple images of the visitor on 3 different graphic backgrounds

  • Predator Gaming Area – Visitors could play the official London 2012 video game

  • Devices on Level 2 – A platform showcasing the very best of the Acer product portfolio

  • Devices on Level 1 – A platform showcasing the very best professional market devices
from Acer
  • Theatre – A unique mixed reality theatre show featuring AR and interactive images

  • Avatar – The chance for visitors to create a personalised avatar in the Pavilion and share it on acer.com

VIP guests also had use of the third level hospitality and viewing platform.

Results

In terms of meeting the first two objectives, the Acer Pavilion had 63,846 visitors during the Olympic and Paralympic periods, in which 40,222 registered to become a part of the Acer Journey, this can be measured as 63% of all people who visited the Pavilion registering.

This was an average of 2,500 visitors every day to the Pavilion during the course of the Olympics and Paralympics.

Due to a high number of visitors being children, some parents did not feel it appropriate for their children to fill out their personal details, therefore decreasing the percentage of visitors registering to become a part of the Acer Journey.

25 January 2013

Sky, sun and fun: Skytweeting with Paddy Power

By Cream Editorial

Last year in September, Irish bookmaker and betting services brand Paddy Power took ambush marketing to new heights, quite literally! And here’s the story behind the story.

 The brand used skywriting as a tool to post tweets high up in the sky in Chicago just above the Medinah County Club at the time of the Ryder Cup tournament. The aim? To motivate Europeans to cheer for their team. The cheeky brand did so by fuelling the US-Europe tussle at the golf matches through sky tweets cheering European players, and taking none-too-subtle jibes at American golfers.

Continue reading "Sky, sun and fun: Skytweeting with Paddy Power" »

09 August 2012

Olympic Brandalism in action!

As someone who has fallen foul of the draconian Olympic branding laws that prevent you from mentioning practically anything to do with the Olympics unless you work for VISA or Coca-Cola, I found this slap in the face for the IOC particularly entertaining. 

 

Space_hijackers-brandalism-street-art

For those of you that haven't heard, the Olympic branding guidlines handbook contains two lists: 'A' and 'B'. List A contains words like 'London', '2012', 'Twenty Twelve', 'Olympics', while List B has words like 'medals', 'gold', 'silver' and so on. The guidelines make the peculiar ruling that using one word from List A together with one or more words from List B probably means that you're infringing the Olympic brand if you use it for commercial purposes. 

The same guidlines go on to intimate that even if you avoid all the words in List A or B, you could still be doing something wrong. 

Maybe this act of brandalism was sponsored by Dr Dre...?

Social Media goes for gold at the Olympics

By Cream Editorial

Brands are spending a lot of money on advertising and social media throughout the Olympics, and with good reason. The shift in the way that people use social media since the 2008 Summer Olympic Games in Beijing has been monumental. Social media has become a part of everyday life for many people so it makes sense for brands to use it to their advantage.

Over the past four years the number of social media users has dramatically increased, Facebook has gone from 100mto almost 1bn users, and Twitter registrations have shot from 6m to 500m.

The number of people using social media isn’t the only thing that’s changed, coverage of the games itself and the way people want to view events like the Olympics has undergone a significant shift. This infographic from The Wall (below) is a great illustration of how social media has overtaken print and television as the most popular way to keep afloat of the games.

Olympics-2012-socialmedia

Twitter has become an integral part of the Olympics coverage. The BBC has shown athlete’s tweets across its broadcasts and on the BBC’s Olympic homepage. This demonstrates how important Twitter has become, in the UK it has become completely normal to see Twitter feeds on websites or television programmes or to be given a hashtag to use while watching TV.

The Olympics Hub provides an easy way to follow your favourite athletes and the games in general.  The hub allows users to sign up via Facebook or Twitter and shows visitors the top followed athletes for featured athletes for each day. The search facility filters queries by athlete, event, sport or discipline ensuring users find exactly what they’re after.

The official Olympic sponsors have been making the most of these changes and it seems to be paying off.

McDonalds is the most associated brand with the games. In the run up to the Olympics from January to July McDonalds was mentioned 90,911 times in conversations about the Olympics.

Samsung, with the help of Olympic Ambassador David Beckham, has also generated over 1,000 tweets about David Beckham and 22,519 general tweets and 15,210 blog posts mentioned the brand in association with the Olympics.

Coca-Cola has also been pulling out all the stops with its advertising in the months leading up to the games. Having been associated with the Olympics for 83 years Coca-Cola has launched its biggest ever Olympics advertising campaign for 2012. ‘Move to the Beat’ enlisted the help of Mark Ronson to create an original track for the campaign and he produced ‘Anywhere in the World’, sung by Katy B, to represent the individuals and sports involved in the Olympics. This campaign helped to ensure that Coca-Cola was one of the most recognised brands associated with the Olympics, 60,271 Twitter users also shared the image of the Olympic inspired Coca-Cola cans. 

 

Infographic via The Wall.

Can't get enough of the Olympics? Check out Cream's database of sports related case studies here.

07 August 2012

The Olympics are killing advertiser's creativity

By Giles Ivey

SAY VENN

"The excitement is growing so much I think the Geirger counter of Olympo-mania is going to go 'zoink' off the scale" - London Mayor Boris Johnson

The 2012 Olympics are here - and by the time you read this, it should be fairly obvious who many of the winners are. For the athletes, it will come down to going for gold. For brand sponsors, success will be measured in reach and recall metrics. And for the International Olympic Committee success is having as few embarrassing glitches go public as possible.

But there are plenty of losers this year too – and we're not talking about the human rights case of everyone at the Olympic Park having to drink Coke instead of Pepsi. We are witnessing a collective and massive missed opportunity in advertising this year as nothing about the games is left to chance.

By giving some brands a temporary monopoly, Olympic organisers have killed the Darwinian energy that compels advertisers to outdo their competitors, because there are none. And no competitors means no reactive strategies, no guerrilla tactics, and worst of all, no creative spontaneity. Every sponsor at the Olympics is guaranteed success metrics, but they're robbing themselves of those "YES!" moments that galvanise the next steps of creative thinking.

 

Read the full article: "The Olympics are killing advertiser's creativity" on the SAY Daily blog


 

22 May 2012

Brands shouldn't forget Euro 2012 opportunities

By Ruben Pillai

Although there’s just three weeks to go, there are still key opportunities still exist to get your brand associated with Euro 2012, without even leaving the UK.

With all the buzz around the London 2012 Olympics, it almost feels as if brands have forgotten about the excellent promotional opportunities that Europe’s biggest football tournament, Euro 2012, has to offer.

Continue reading "Brands shouldn't forget Euro 2012 opportunities" »

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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