NEW APPROACH. NEW INVENTORY. NEW REVENUE. 3 STEPS TO INTEGRATING SOCIAL MEDIA INTO YOUR SPONSORSHIP OFFERINGS
SPONSORSHIPS CAN BE MORE THAN A LOGO PLACEMENT.
LOGO
IN FACT,
THEY SHOULD BE.
Don’t just put a sponsor’s logo in your ads (and vice versa). Instead, give interested brands a way to really grab the audience’s attention. Still need proof social is the way to go? We’ll give you 1,700 reasons. That’s the number of banner ads consumers get served every month.* On top of that, people are (over) exposed to more than 16,000 commercials annually – and struggle to recall any.* It’s not an exaggeration to say consumer attention is fragmented. So how can you ensure the packages you sell create affinity between brands and the consumers they desperately covet? By giving everyone a chance to connect with each other. After all, your audience is probably already talking about your event on Facebook, Twitter and Instagram.
80% 33% 0.1%
People who skip through commercials
Display ads paid for, but never shown
The average click-thru rate for banner ads
SOCIAL SETS SPONSORSHIP OPPORTUNITIES APART. • Differentiates your packages from other media outlets • Allows for new revenue while increasing value of owned properties • Enables unique, consumercentric experiences • Lets sponsors communicate with audiences in a way they love • Enables a dialogue that is one-to-many • Sparks relevant conversations and word-of-mouth
*Sources: Solve Media, A.C. Nielsen
Spredfast | Social Sponsorships
3
PUT THE “I” IN SPONSORSHIP
When in doubt, think of opportunities to interact — polls, conversations and more. By asking your audience what they think, it moves the focus to them. Companies are drawn to this dynamic new sponsorship model as it amplifies their
62%
brand and delivers greater ROI. Sure, this is a big departure from showcasing sponsor logos, but it can have far more impact, too. Don’t be afraid to try it.
of consumers would rather engage with a social brand.
ONE RELATIONSHIP DEEPENS THE OTHER
By creating experiences consumers want to take part in, you’ll make brand sponsorships less passive. Whether it’s at a venue (jumbotron, touch walls) or online (websites, second screen apps), social sponsorships allow advertisers be a part of conversations that are already happening without them. Instead of merely being affiliated with an event, sponsors can now be viewed as an integral part of it.
WHY TR ADITIONAL SPONSORSHIPS
LACK ADVERTISER APPEAL— $ HERE’S A HINT: IT HAS TO DO WITH
ROI.
Spredfast | Social Sponsorships
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TURN YOUR FANS INTO WELL, FANS. STEP
1
OFFER SPONSORS AN ENGAGED AUDIENCE— INTEGRATE SOCIAL MEDIA
Social sponsorships can happen almost anywhere a traditional sponsorship can — at a sporting event, on-air or across the web. Just ask yourself where your audience will most likely to want to interact with these experiences. Is it on a jumbotron? During halftime? On their phones? Choose wisely and you’ll spark conversations while spurring word of mouth.
WHY EMBR ACE SOCIAL? The question should be “why haven’t you already?” • Attract more attention • Create communities • Encourage participation • Increase reach and amplification • Drive traffic • Spur discovery
THE ADVANTAGE TO BR ANDS: A DIALOGUE WITH CONSUMERS THE ADVANTAGE TO YOU: A NEW REVENUE STREAM
Spredfast | Social Sponsorships
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GAME. SET. MATCH. THE US OPEN + XEROX
Live Event, Website Integration
When sponsorship demand exceeded the available opportunities, the U.S. Open needed to get creative. The result: this 8’ X 50’ digital installation, which was placed right outside the venue. Both the wall and its companion web page displayed the most compelling U.S. Open posts from Facebook, Twitter and Instagram. By showcasing fans’ passion in real-time, it pulled in those who were on the sidelines.
Limited inventory doesn’t have to limit revenue Spredfast | Social Sponsorships
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SCORE! THE WASHINGTON REDSKINS + VERIZON Facebook App
GAMETIME, a Verizon-sponsored secondscreen experience, was the right call for fans looking to compete in contests with other fans, weigh in on the game via polls, and tweet what they thought about the players and plays. With a live-stream of every game and ESPN radio feeds, GAMETIME was where fans headed when they weren’t heading to FedEx Field.
41% of all TV-related tweets are about sports programming Spredfast | Social Sponsorships
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BUILD TO L AST STEP
2
CREATE “OWNABLE” SPONSORSHIPS THAT BRANDS WANT TO INVEST IN LONG-TERM
The key is making sure what you’re asking companies to sponsor is something that aligns with their brand – and is something that they could own long-term. For example, Home Depot has been sponsoring ESPN’s College Game Day for nine consecutive years. Attaching themselves to an experience year after year, Home Depot has leveraged a lasting value on an ongoing basis. When the match is sustainable and ownable, it will resonate with brands, consumers, viewers and readers over and over again.
INNOVATIVE SOCIAL OPPORTUNITIES OFFER SPONSORS REPEATABLE EXPERIENCES YEAR AFTER YEAR.
5 TIPS FOR SUCCESSFUL SPONSORSHIPS • Look for partners that will appeal to your audience • Find ways to grab the audience – follow hashtags, conversations • Use what you’ve learned to tell authentic stories that captivate • Constantly re-evaluate your sponsorship relationships • Continue to provide new ways to keep sponsors (and audiences) interested
Spredfast | Social Sponsorships
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VERY HAUTE. STYLE.COM + MAC COSMETICS Website Integration
MAC Cosmetics brought the runway to fashionistas with an “as-it-happens” feed of photos and conversations from Fashion Weeks around the world. Visitors to the MACbranded experience could track fashion shows by Style.com reporters or popular hashtags, plus use an interactive map to see where their favorite designers’ collections were being shown (as well as find a MAC retail location). This program was the very definition of fashion forward, and as a result, over 30% of the interactions with the pins on the Social Map were with MAC Cosmetics’ pins.
Over 80% of the interactions on the social page were with photos Spredfast | Social Sponsorships
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GIRLS NIGHT. HBO + URBAN OUTFITTERS Website Integration
What do you do when your audience and a company’s audience are the same? Socialize. To celebrate Girls’ season premiere, Urban Outfitters asked their followers and the show’s fans to upload apartment pics to HBO’s very own platform, HBO Connect. One lucky urbanite was given a year’s rent and a $5,000 gift card to decorate their space with Urban Outfitter’s home line (perfect for furnishing that hip Brooklyn loft).
An interest in fashion-savvy millennials made this the perfect partnership Spredfast | Social Sponsorships
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TURN HEADS. STEP
3
OFFER COMPELLING EXPERIENCES
Give your audience an opportunity to see their responses. Serve up polls, hashtag battles, chances to vote and celebrity Q&As. These won’t disrupt the experience; they’ll enhance it (along with increasing your KPIs).
5 IDEAS TO SPUR CONSUMER PARTICIPATION: • Hashtag Battle • Celebrity Q&A • MadLib Fill-in-the-Blank • Photo Wall • Social Heat Map
CONSUMERS WANT TO PARTICIPATE IN MEANINGFUL WAYS. SOCIAL SPONSORSHIPS GIVE THEM THAT CHANCE.
Spredfast | Social Sponsorships
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GRAND SLAM DUNK. INTERSPORT + DENNY’S Live Event, On-Air Promotion
Taking advantage of ESPN’s live broadcast of the 25th annual College Slam, sports marketing agency Intersport worked with Denny’s to incorporate real-time social content into the viewing experience, both onscreen and on the venue’s jumbotron. With Intersport’s Fifth Judge program, those watching were able to shape the event’s outcome. Fans tweeted to vote for every single dunk and the 60,000 topical tweets on “Denny’s Fifth Judge” accounted for 75% of total content around the College Slam event – results worthy of Denny’s signature breakfast.
@DennysDiner gained 54% more followers during the week of the event than on the week prior Spredfast | Social Sponsorships
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STAR PERFORMANCE. AMERICAN IDOL + AT&T Live Event, On-Air Promotion, Website Integration
Already known for their second screen experiences, these online and on-air executions allowed American Idol to reach their audience across multiple touchpoints. AT&T-sponsored Tug of Wars around hot questions happened online and were shown onscreen, encouraging viewers to keep watching. Of all the Tweets around American Idol during AT&T’s sponsorship week, 27% contained the sponsored hashtags #IdolAgree and #IdolDisagree. Not surprisingly, a spike in social activity followed every on-air call to action. Talk about hitting all the right notes!
100,000+ tweets posted in a single evening Spredfast | Social Sponsorships
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Spredfast helps brands, media, and agencies get more from their social media efforts by building social experiences into their marketing strategy. The Spredfast SaaS platform is leveraged to create real-time consumer engagement by aggregating, filtering, and re-displaying social content from any social network to any digital property — TV, web, mobile, or jumbotron. @spredfast spredfast.com (512) 538-0460 200 W Cesar Chavez St Suite 600 Austin, TX 78701
If you’re looking to attract new sponsors while retaining existing ones, look beyond the expected ideas and to Spredfast. REQUEST A DEMO