Download - Sports & music sponsorship activation case studies 2012 banks and finance

© Havas Sports & Entertainment

June 2012Focus on banks and financial institutions

Sport & Music Sponsorships 2012


3


Our Services

Internal CommunicationsSponsorship

consulting

Sports & EntertainmentStrategic Consulting

Brand strategy

Branded content

Stunt marketing

Ideas &CreativityActivation

Social Media & Digital PR HospitalityLive

events

Sponsorship measurement (ROI and ROO)

Research & Measurement

Sponsorshipconsultation

Internal communications

Ambassadors & celebrities

Market intelligence studies


Today

1. Activations in Sport Sponsorship: Bank and Finance

2. Activations in Music Sponsorship: Bank and Finance

3. Sponsorship and the NBA: Digital, Social Media, +


01

Case Studies of Sponsorship ActivationBank and Finance

6


Santander F1Ferrari, Button & Hamilton & Title Sponsors

7

Dedicated web portal Facebook, content & gaming You Tube challenges

Branded credit cardsAppearances / InstallationsHospitality / Partnerships


Santander F1Longer format content. AFP ?

Awareness. Branding. Content. Partnerships. Innovation.

Santander Statistics F1 clip goes in here.Or… the animation of London F1 city centre

animation

(both on yourtube)


Santander Futbol Pasion

9


Banamex

10


Assets. Promotions. Great commercial. Not brought to life.

Ned’s Journey to the SuperbowlNFL - Visa

Visa NFL_ Ned_s Journey To The Super Bowl (extended version)

on youtube)



Promotions Social Media – Events Page Social Media On-going

AdvergamingYouTube TV Spot


Assets. Promotions. Great commercial. Not brought to life.



American Express US Open

14

CourseCast Radio & TVChampionship Experience Museum & touchscreens

Championship ExperienceSwing analysis, giveaways, fitness

Interactive walls News, leaders, fun facts

Members VIP Chalet inc. B2B and partners

Mobile apps & SocialMembers Concierge

& US Open


American ExpressUS Open

Innovative, relevant, utility, loyalty. Social sharing.

American-Express-Golf,-US-Open-2011

on youtube)


DNB BankingSponsorship of Norwegian Broadcasting Boys Choir

16

Relevance. WOM. 2m calls. (Pop. 4.9m)

on youtube)


Seattle Bank Debit CardUltimate fan card with the Seahawkes

17

Simple. Personal. Easy to leverage players and in-stadia.


02

Best Activation in Music SponsorshipBank and Finance

18

© Havas Sports & EntertainmentSource: Havas Sports & Entertainment 2011

76.7% of festival fans have a positive perception of activations

36% of fans agreed that they are more likely to purchase, as

a result of the sponsorship

32.5% of fans at festivals would visit the brands’ website once the

festival was over

Music Festival Study Insights Fans are willing to embrace brands

19


Barclaycard Wireless FestivalVisa, MasterCard NFC & RFID

20

payband


KBC BankToday’s Youth for Yesterday’s Youth

21


Engaging. Community. Fame. New customers. Loyalty.

Today_s Youth For Yesterday_s Youth

on youtube)

KBC BankToday’s Youth for Yesterday’s Youth


Heineken Jammin’ Festival

Cool Down Zone Main Stand The ‘Served Extra Cold Experience’

Heineken Beach ZoneSports CenterBody Painting


03

Sponsorship in the NBA & BasketballDigital & Social Media


NBA Social Media Awards

25


Real time, player driven, interactive, mainsteam coverage.

NBA Social Media Awards

First Annual NBA Social Media Awards - June 20 on NBA TV

on youtube)


American ExpressInside the Dream / NBA

27


Unique Content. No fan involvement. Low views & shares.

American ExpressInside the Dream / NBA

Amex inside the dream films

(on youtube)


Tijuana flats

29

Liquid Content. High redemption (12k). 25% new customers.

A Taco Is A Terrible Thing To Waste

(on youtube)


NBA 2012 Sponsorship Highlights

30


ING-DiBa – Dirk Nowitzki

31


ATL, Outdoor, geo location, innovation, mobile and social.

ING-DiBa – Dirk Nowitzki

Free Throws like Dirk Nowitzki presented by ING-DiBa

(on youtube)


WARNING!!!!Compliance with ASA

33

Contracts. Tweet. #endorsement #spon


Experiential = social•Real life activity becomes social currency to share

Online & Digital•Online experiences hype, extend and engage

Utilities & Fun•Practical information, integrated into entertaining content

Innovation•Opportunity to innovate and stand out. Next big thing - NFC?

Rights•Activation must start with asset audit and usage rights

Thought Starters

34


NOTICE: PROPRIETARY AND CONFIDENTIALNOTICE: PROPRIETARY AND CONFIDENTIALAll the content of this document (text, figures, lists, financial information, graphics, design, diagrams, as well as other graphic All the content of this document (text, figures, lists, financial information, graphics, design, diagrams, as well as other graphic elements and/or audio videos), whichever the format used (paper or electronic), is confidential and proprietary to Havas Sports & elements and/or audio videos), whichever the format used (paper or electronic), is confidential and proprietary to Havas Sports & Entertainment, Entertainment, ignitionignition and Cake. This document includes ideas and information based on the experience, know-how, and Cake. This document includes ideas and information based on the experience, know-how, intellectual/creative effort of Havas Sports & Entertainment, intellectual/creative effort of Havas Sports & Entertainment, ignitionignition and Cake. For these reasons, this material shall not be used, and Cake. For these reasons, this material shall not be used, reproduced, copied, disclosed, transmitted, transformed, commercialized or communicated, in whole or part, neither to third reproduced, copied, disclosed, transmitted, transformed, commercialized or communicated, in whole or part, neither to third parties nor to the public, without the express and written consent of Havas Sports & Entertainment, parties nor to the public, without the express and written consent of Havas Sports & Entertainment, ignitionignition and Cake. and Cake. Havas Sports & Entertainment , Havas Sports & Entertainment , ignitionignition and Cake © All rights reserved and Cake © All rights reservedThis presentation is not a contractual proposal and has no binding effects for any Havas This presentation is not a contractual proposal and has no binding effects for any Havas Sports & Entertainment, Sports & Entertainment, ignitionignition and Cake group company until a final and written and Cake group company until a final and written contract is entered into between the parties.contract is entered into between the parties.


36


What’s the story…To tie in with Euro 2012, and not being an official sponsor of this major sports event, the brand came up with an innovative and interactive campaign that features its primary assets and celebrates a new generation of motivated players

Can you find the hidden features?The “My Time Is Now” campaign promotes this new generation of players, the new Clash boot collection, and includes a three-minute video featuring members of the teams from France and HollandRather than creating a film for TV and running it online, they created a film for the internet, of which a version also runs on TVThe film integrates different types of content, interactions and experiences, thus testing the viewers’ desire to learn, their knowledge of the game, and their hunger to succeed- the defining qualities of a modern player

Nike – My time is now

37


ChallengeCreate a digital plan around the UEFA Champions League rights and related ambassadors communicating both locally in Europe and internationally among MasterCard cardholders and football fans

ActivationMasterCard has built an activation strategy around digital channels:Website: MasterCard cardholders who apply for UEFA Champions League tickets with their cards will have the chance to win prizes including tickets for the 2011 FinalFacebook: Through MasterCard's corporate Facebook page, MasterCard set up ‘the Big Shot” online game contest where fans could enter to win match ticketsAmbassador: Pierluigi Collina, one of the most famous referees in the football history shares memories of unforgettable matches and his proudest moments on MasterCard's Champions League page

ResultsThe activation is still in progress – as the Facebook activation is housed on MasterCard's corporate page there are no dedicated following for the activations

MASTERCARD CHAMPIONS LEAGUE DIGITAL


ChallengeLeverage MasterCard’s MLB rights in support of a cancer awareness foundation Stand Up To Cancer

ActivationMasterCard created an activation strategy both in stadium and onlineLive: Fans stood up to cancer during MLB games where thousands of fans stood up during Game 3 of the World Series to be part of MasterCard's groundbreaking "Priceless" momentOnline: A dedicated Facebook page was built for the campaign, for every like of the SoMe page, MasterCard donated $1 to the foundationAmbassador: Jake Gyllenhaal joined the MLB & Stand Up To Cancer team in the fight against cancer. Web video on YouTube was diffused in baseball news and fans websites

Results:MasterCard is a principle sponsor of the program and have, in associated with the MLB, to pledge $30M in donations to the organization

MASTERCARD MAJOR LEAGUE BASEBALL CSR AND DIGITAL


ChallengeCreate programs using online engagement platforms to interact with fans directly at MLB games and those attending

ActivationMasterCard created a digital activation strategy both in stadium and online around several online platformsMLB Dreams: Consumers interact with “Joe” (ambassador) and use their phone to upload their priceless baseball story or moments which can be mixed into a video montage which was posted on the site where winners are chosenCheck In: MasterCard holders and Yankees fans can win VIP seats for Yankees' matches while at the game by checking into the stadium via mobile phonesPriceless Perks: Priceless Perks is an online portal that offers MasterCard cardholders and MLB fans special offers and exclusive savings. Baseball fans can possibly receive complimentary tickets through MasterCard Sweet Seats on the site

ResultsNearly 100K fans submitted their story to MLB Dreams

The Check Into the Ballgame App reached over 100K fans

MASTERCARD MAJOR LEAGUE BASEBALL DIGITAL


AXA – The weeping house

41

Download - Sports & music sponsorship activation case studies 2012 banks and finance

Top Related