Navigate Research

Industry Insights

As the industry leader in evaluating and measuring marketing investments, Navigate has a wealth of knowledge in the sponsorship and marketing space. This blog shares our knowledge and insights on current events in the sports business, marketing and sponsorship worlds.

Activation Monday - 6.9.14

Navigate Research - Monday, June 09, 2014
Each Monday, we will share our insights of the latest innovative sponsorship activation in sports. Internally, our GAS (Gurus of Activation in Sponsorship) keep an eye out for the leading trends in sports sponsorship activation, and we want to share some of those insights with you.

Pepsi Offers #Drinks4Skills via Gaming Vending Machine


Pepsi has rolled out hybrid vending machines with an
interactive gaming experience targeted at soccer fans in the US and Europe. For
a little time, users can showcase their skills and get a free drink. Fans using
the #FutbolNow drink dispenser play as series of football tricks, and the drink
machine displays an avatar mimicking the moves via Microsoft Kinect technology.

This is yet another example of ambush marketing surrounding
the 2014 FIFA World Cup, with Pepsi trying to gain some market awareness
despite not being the official sponsor. It leverages Pepsi’s array of soccer
player ambassadors to make people associate Pepsi with the World Cup rather
than Coca Cola.</p>

Adidas Anthropomorphic Bruzuca World Ball Tour

 

An official FIFA sponsor, adidas is all in for the 2014
World Cup, expecting to increase revenues by more than $2 billion surrounding
the worldwide event. In conjunction with agency TWBA, adidas developed a ball
with six cameras inside and sent it on a journey throughout the world.</p>

The cameras were used to film images used in a web-episode
series featuring pickup games and behind-the-scenes footage from adidas player
ambassadors. Adidas even created a special Twitter account for the ball
(@brazuca). 

Navigate Daily - 6.6.14

Navigate Research - Friday, June 06, 2014

In the world of sports sponsorship, companies are always looking for unique ways of activating their sponsorships that will draw the attention of consumers and reach different target demographics. Adidas might have just stumbled into something great in terms of sponsorship activation with the announcement that the company will be launch an app that allows consumers to print Instagram photos directly on their shoes. It’s all part of the new miadidas campaign, a new shoe customization platform adidas is rolling out.
Think of the opportunities here for major brands and teams. Pretty much any professional or collegiate sports team could look to partner with both Instagram and adidas in order to set up custom-made Instagram photos relevant to their team or school in order to get consumers wearing shoes with their teams printed on them.

The brand value would be enormous. 50 people wearing Coca-Cola shoes would be like 50 mini billboards that cost the company nothing. In fact, the company would gain money because the consumer would have bought the shoe! It’s a net-net win for everyone involved.

Check out the video adidas posted on its Instagram page earlier this week explaining the app and idea set to roll out in August 2014: http://instagram.com/p/oDw5k6LiRz/

Navigate Daily Roundup - 6.5.14

Navigate Research - Thursday, June 05, 2014

SportsBusiness Journal put out an article yesterday talking about the sponsorship investment Call 811 made with California Chrome jockey Victor Espinoza before the Kentucky Derby. 

“Virginia-based nonprofit Common Ground Alliance "paid $30,000 to have its 'Call 811' logo emblazoned down the right pant leg" of California Chrome jockey Victor Espinoza during the Kentucky Derby, and "after appealing to its members, it was able to secure $89,000 to keep the Chrome placement" through the Preakness and Belmont Stakes, according to Christopher Heine of ADWEEK.”

So, how much value has the Common Ground Alliance gotten in return for its investment? Quite a bit. According to our estimates, the Call 811 logo has generated an earned media equivalency of somewhere between $800K and $1.2 million during California Chrome’s historic march towards a Triple Crown.

Other interesting sponsorship news:

Dunkin’ Donuts finds mobile offers and sports play well together (Mobile Commerce Daily)

- Dunkin’ Donuts is leveraging the power of mobile and sports by teaming up with the New York Mets and Yankees for the “NY Wins; You Score!” promotion. Users in New York that use the Dunkin’ mobile app will get a coupon offer for a 99-cent large coffee following a win by either team.

Six lessons for powerful event social media

- Great article from Richard Ayers on digital strategies to transform connections between brands, audiences, and sponsors. At Navigate, we know that social media is the most effective spend in sports sponsorship. This article gives some great tips on creating content that properly leverages the social asset. 

Google Blog Post: Sports Fans and the Second Screen

- Google put up a great blog post discussing how to properly engage sports fans via the second screen. Lots of good tips in here for sports business professionals.

Welcome to the Navigate Blog!

Navigate Research - Wednesday, June 04, 2014

Welcome to the new and improved Navigate blog! As the industry leader in evaluating and measuring marketing investments, Navigate has a wealth of knowledge in the sponsorship and marketing space. We’ll be using this blog to share some of that knowledge as well as comment on the current events of the sports business, marketing, and sponsorship worlds.

Things you can look for on the Navigate blog:

-          Daily sponsorship link roundup: Most mornings, we’ll post a quick post of the most interesting and relevant things in the sports marketing and sponsorship worlds. It will be a link round up that allows easy access to ideas.

-          Posts from our experts: Each week, we will feature a new blog post from one of our employees talking about current trends in the industry or commenting on a recent campaign or article that caught his or her eye.

-          Activation best practices: Every now and then, we’ll pull great examples of sponsorship activation from our databases and share them here on the blog for creative inspiration.

Comments/questions/ideas? We’d love to hear from you. Reach out to us on Twitter at @Navigate_Res or contact Preston McClellan via email at preston.mcclellan@navigateresearch.com.