The Future of Digital Content in Sports Sponsorship

DR PAUL MARSDEN

THE FUTURE OF DIGITAL CONTENT IN SPORTS SPONSORSHIP DEUTSCHE SPONSORINGTAGE 2014

12./13. NOVEMBER 2014 | KIRCHE SANKT PETER, FRANKFURT AM MAIN

WHAT’S THE FUTURE OF DIGITAL CONTENT IN SPORTS SPONSORSHIP?

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WHAT’S THE FUTURE OF DIGITAL CONTENT IN SPORTS SPONSORSHIP?

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ICE + DIAPERS

ICE BUCKET LESSONS FOR SPONSORSHIP

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#ICEBUCKETCHALLENGE

1.2M VIDEOS 2.3M TWEETS $100M DONATIONS

ATHLETES (AND FANS) USING DIGITAL MEDIA AS A CHANNEL FOR PUBLIC IMAGE MANAGEMENT - ‘I’M COOL & I CARE’

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PEOPLE HAVE ALWAYS USED MEDIA TO MANAGE THEIR IMAGE(STRANGE AUSTRIAN GUY WANTING HIS PHOTO TAKEN WITH ME)

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JUST AS THEY MANAGE THEIR PUBLIC IMAGE THROUGH THE BRANDS THEY’RE SEEN WITH…

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IT’S CALLED ‘CONSPICUOUS CONSUMPTION’ (SIGNALLING THEORY) - IT’S ALL ABOUT LOOKING GOOD

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NOW EVERYONE IS DOING ‘CONSPICUOUS CONSUMPTION’ ONLINE - LOOKING GOOD THROUGH BRANDS AND PEOPLE WE’RE SEEN WITH…

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BUT TRADITIONAL CONSPICUOUS CONSUMPTION IS CHANGING

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LOOKING GOOD…LOOKING GOOD+ DOING GOOD

LOOKING GOOD + DOING GOOD = ‘CONSPICUOUS COMPASSION’

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THE FUTURE OF DIGITAL IN SPONSORSHIP = ‘CONSPICUOUS COMPASSION’ LOOKING GOOD + DOING GOOD

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#MAKETHEFUTURE

https://www.youtube.com/watch?v=iGsThiLDxzc

THE FUTURE OF DIGITAL IN SPONSORSHIP = ‘CONSPICUOUS COMPASSION’ LOOKING GOOD + DOING GOOD

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#FIRSTHOMEGAME

https://www.youtube.com/watch?v=_FGKofNiRzo

THE FUTURE OF DIGITAL IN SPONSORSHIP = ‘CONSPICUOUS COMPASSION’ LOOKING GOOD + DOING GOOD

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#IMMORTALFANS

https://www.youtube.com/watch?v=vUi6zTTpi3E

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THE FUTURE OF DIGITAL CONTENT IN SPORTS SPONSORSHIP

CONSPICIOUS COMPASSION

SO WHAT’S THE DEAL WITH THE DIAPERS?

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#IMMORTALFANS

DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS - IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

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#SOCIAL

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#PERSONAL

DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS - IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

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#LIVECAST

DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS - IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

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#3D

DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS - IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

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#SPONSOREDSTORIES

DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS - IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

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#IOT

DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS - IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS - IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

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#DTF

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#ESPORTS

DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS - IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

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#DATATAINMENT

DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS - IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

SYZYGY GOAB

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#WEARABLES

DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS - IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

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TOO MANY OPTIONS!!!1

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LET’S LOOK AT A PRO IN DIGITAL FAN ACTIVATION…

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THE P&G FAN ACTIVATION FORMULA

#FANFORMULA

FAN-FIRST VIP-VOTE

INSIDESCOOP

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FAN-FIRST ACCESS

#FAN-FIRST #VIP-VOTE #INSIDE-SCOOP

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FAN-FIRST ACCESS : SPONSORSHIP-STYLE

#FAN-FIRST #VIP-VOTE #INSIDE-SCOOP

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VIP VOTE

#FAN-FIRST #VIP-VOTE #INSIDE-SCOOP

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VIP VOTE : SPONSORSHIP-STYLE

#FAN-FIRST #VIP-VOTE #INSIDE-SCOOP

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INSIDE SCOOP

#FAN-FIRST #VIP-VOTE #INSIDE-SCOOP

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INSIDE SCOOP : SPONSORSHIP-STYLE

#FAN-FIRST #VIP-VOTE #INSIDE-SCOOP

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THE FUTURE OF DIGITAL CONTENT IN SPORTS SPONSORSHIP

FAN-FIRST VIP-VOTE

INSIDESCOOP

CONSPICIOUS COMPASSION FAN ACTIVATION

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ABOUT SYZYGY GROUP

We create interactive experiences that build relationships, which deliver results for our clients. We love what we do.

SYZYGY is a full-service digital agency group with 500 employees and offices in London, Berlin, Frankfurt, Hamburg, Bad Homburg, Warsaw and New York.

SYZYGY AG Im Atzelnest 3 D-61352 Bad Homburg v.d.H. Tel: +49 (0) 61 72 94 88 100 Fax: +49 (0) 61 72 94 88 270 syzygy.net