Right Brain, Left Brain Blog

29 posts categorized "Sport"

18 July 2014

Second becomes first at the FIFA World Cup

It occurred to me when I was in Brazil for the World Cup that when the 2010 tournament kicked off in South Africa, the iPad was just a couple of months old. Apple have shifted more than 200 million tablets since then and the second-screen experience is now the norm.  By the time Mario Goetze fired Germany to World Cup glory over Argentina in Rio de Janeiro Twitter use has increased by a staggering 13,500 per cent in just four years.

Not so long ago mankind was of the opinion that watching television was an activity that required total concentration. Of course several people could benefit from a single screen, but it was a silent, solitary activity, with interaction only enjoyed in reflection. Screen time was precious and, in a three-channel world, the “television event” could bring a nation to a standstill. Royal weddings had that power, so did the Olympic and Paralympic Games and, of course, football.

Continue reading "Second becomes first at the FIFA World Cup" »

13 June 2014

Infographic: Brace yourself for World Cup Fever

As World Cup fever sweeps the globe - and various hints suggest that this will be the most social sporting event ever - check out this new infographic from Offerpop which analyses social media around the World Cup 2014 in Brazil. On social media, brands, sponsors, athletes and countries are all vying for gold in social buzz, but who will take home the prize?

Continue reading "Infographic: Brace yourself for World Cup Fever" »

29 April 2014

Powerade taps Andrés Iniesta for 2014 FIFA World Cup campaign

Football fever is sweeping the globe and Powerade’s 2014 FIFA World Cup campaign, ‘There’s Power in Every Game’, is the latest effort to catch our eye.

Fronted by Spanish professional footballer Andrés Iniesta (who you may remember scored Spain’s winning goal in the 2010 FIFA World Cup), the campaign focuses on stories of five amateur athletes from around the world on their journeys to overcome adversity and power through.

Continue reading "Powerade taps Andrés Iniesta for 2014 FIFA World Cup campaign" »

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...?

About this blog

  • 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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