Europe's most popular communications, PR
and media conversation

This week's chat

July 8, 2014 Transcript of #CommsChat on World Cup real-time marketing

This week on #CommsChat we gave in to World Cup fever and discussed the real-time marketing that surrounds this global event. We agreed that social tools are integral to real-time marketing and shared some of the most effective ways that brands have engaged with viewers during large-scale events.

  • ‏@kasaug6  it’s not just about the event, it’s also about what consumers are experiencing around the event -brands can capitalise on that
  • @JeremySinger1  Brands are now pre-producing content ahead of big events, so to be seen as original! Example: Suarez bite & Snickers!
  • @adamrubins  real time marketing has to live on real time platforms (i.e social). TV, outdoor, print all too late, too one way
  • @kasaug6  it’s still about deep understanding of your customer; now more & higher-tech ways to demonstrate it

To read the whole conversation, see below:

 

 

  1. Really good topic and thoughts tonight. Thanks!

  2. Thanks, a good chat! Interestingly not many sponsors being mentioned! Social amnesia perhaps!

  3. Maybe we are better off by asking ‘what do future events expect out of us/brands/agencies’?

  4. Hope you all will watch World Cup and other events with a keener eye toward brand. I sure will. G’night all, till next week

  5. We’ll be back next week for a preview of and will post the transcript of tonight’s chat tomorrow (that was confusing)

  6. also, following their shopping habits during live event to make timing of messages/offers more effective

  7. Join me in thanking for her expertise and thoughts this evening

  8. That’s it for tonight. Now pumped for the last three World Cup matches.

  9. Social will help shape & influence live events! The Rolling Stones asks their fans to choose a track to perform live.

  10. more real-time mktg that drives consumers to participate with brand/event

  11. more reactive but equally more pre-emptive response based on insight and scenarios. More 24/7 newsrooms

  12. Join the real-time T5: What impact does effective real-time marketing have on audiences (viewers and stakeholders alike)?…

  13. more opportunities if we are ready and willing to take them

  14. Last topic for last few min: What do you expect out of future live events?

  15. It means people are talking about the brand in a positive way! Ultimately, it’ll leads to increased or repeat sales!

  16. T5: it enables incredibly precise & relevant targeting and advertising, and truly measurable sales

  17. higher engagement, brand affinity, shares, awareness, OTS on news-feeds and ultimately sales

  18. I think they are good at helping people feel great about the event, as in going alongside the fun.

  19. it’s still about deep understanding of your customer; now more & higher-tech ways to demonstrate it

  20. T5: What impact does effective real-time marketing have on audiences (viewers and stakeholders alike)?

  21. believe they do solid research; get under the skin of the event; good at understanding how people feel about event

  22. and adidas’ brazuca is a good way to not disappear into game, but give the ball it’s own ‘personality’

  23. I was going to mention the video with ordinary people dribbling. That was good.

  24. Emirates online advert featuring Ronaldo & Pele was great, as it had the right mix of sports stars & humour!

  25. . Why do you think brands like McD’s and Coca Cola that are consistently good at events succeed so often?

  26. Mcdonalds has done nice job of capturing the authentic love of the game feels in touch

  27. Good example . I’ve also liked the Budweiser brackets with beer can flags

  28. I thought it was interesting that Beats By Dre positioned themselves alongside Nike and Adidas

  29. Yes,that is what I read.To me, they are ways to get there, not extensions of objectives.Or have misinterpreted

  30. Cross-channel integration is a must as long as u know why u do what u do & who & how consume your content.

  31. T3: Which have been most effective for their own purposes? Which have you enjoyed the most?

  32. No! Real events are the implementation part of your strategy which in itself has objectives.

  33. not to dodge the question but again depends on objectives!

  34. Are live events an objective by themselves?? Surprisi.g

  35. What you refer as real time marketing is exposure & spending £££ on exposure has to be done with care.

  36. Which have been the most effective brands throughout the World Cup?

  37. I think both since marketers have to make decisions on content $ which channels to invest in to deliver content

  38. Exactly Multichannel engagement&content distribution based on your audience profile is the way forward.

  39. integration key for all comms – content not channels

  40. mktg orgs often still have separate people & budgets and they optimise just their bit

  41. Respectfully disagree TV & to some extent print is still leading & in fact drive the conversation on SM.

  42. Twitter for speed of delivery, reach & engagement. Also, post alternative content on FB & Instagram etc for extra!

  43. cross-channel integration needs technology and mind-set to see holistic picture and balance budget across goals

  44. Live events are just an extention to the overall objectives for brand comms Commitment& consistency needed to result.

  45. What does a brand need to do to enable integration across channels?

  46. T3: i think they work together. just like buyer journey is no longer a simple funnel, ads are not/don’t work in silos

  47. The one that reaches your audience, inspired by them, but not necessarily created by them

  48. What do we think about live events? Can be thrown together quickly, but require ££ and attendees

  49. That is down to how competent the brand is to build an attribution reporting/evaluation model.

  50. real time marketing has to live on real time platforms (i.e social). TV, outdoor, print all too late, too one way

  51. The best content is what your audience create you, aka UGC, based on your behaviour, aka word of mouth.

  52. T3: What are the most effective tools for promoting real-time marketing (video, Twitter, traditional advertising)?

  53. goal of advertising is critical to be clear: branding, performance/sales?

  54. To be socially engaged & gain attention of your audience you don’t need to necessarily sponsor events; just be you!

  55. Brilliant retro fun, although it hurts it was about Spain losing that match…

  56. . That’s a good question for everyone: What makes effective content for the BRAND as well as the event?

  57. agree, sponsors need to be smart and timely in using their edge

  58. the question is around objectives. Brand affinity/awareness? Sales? Hard to judge success before we know the goal

  59. Sponsors must work much harder to stand out in a crowded & competitive market. They need to remind people why & what!

  60. . Who remembers the Mini cars at London 2012 athletics events?

  61. social levels playing field a bit so non-sponsors can create an engaging bandwagon and run off with your consumers attention

  62. As brilliant as Adidas’ (or others) branding is then, it’s still gotta engage throughout the Cup to remain relevant?

  63. T2 …I think sponsors have the opportunity to be the lead in marketing for their event

  64. sponsor has advantage of visibility during game, but still needs to be in the conversation and the moment

  65. ads are no longer only ‘made and then shown’; they can evolve from an instant moment & message

  66. T2: What impact does being a sponsor have on perception/positioning? Does being sponsor matter in a world of digital comms?

  67. A good example, courtesy of is the Stabilo World Cup flip book spot. Will try to find a link

  68. . mm also a good point. It’s just requiring a bit more thought about what people watching actually want from brands

  69. sure, they may well have a larger audience which if the msg is wrong will have a negative effect on the brand

  70. Brands are now pre-producing content ahead of big events, so to be seen as original! Example: Suarez bite & Snickers!

  71. agree it’s about a shared experience and the authentic ‘moment’

  72. So can brands fail then, if they don’t do so but try to capitalise on real-time?

  73. . that’s a good point! Oreo was brilliant bc it wasn’t about the Superbowl, it was about the experience of watching it

  74. it’s not just about the event, it’s also about what consumers are experiencing around the event -brands can capitalise on that

  75. it’s good for everyone. It’s also (whisper it quietly) cheaper and arguably more effective than buying TV spots

  76. So it’s good for both the consumers and the communicators?

  77. consumers love real-time relevant messages they can participate in esp during sporting events

  78. more reactive newsrooming, bringing brands and content together with relevant and newsworthy copy

  79. So T1 is just to warm up (and out of the way!): What’s changed since the world found out “You can still dunk in the dark”?

  80. As a reminder, please please please use the tag when posting, don’t reply to me, then everyone can see what you’re tweeting : )

  81. We’ll be discussing the impact of real-time marketing on the World Cup and the changes made to live events comms in general

  82. There’s no football on tonight (or tennis) so you’ve got no excuse not to follow along

  83. : looks at all aspects relating to communications, When: Mondays, 8:00pm UK.

  84. We’ll be joined tonight by from ad tech company

  85. Hi all, Brittany here with a pre-semi-finals look at World Cup comms and real-time marketing

: , ,

Comments

No comments yet.

Leave a comment