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.

Ad Overkill: Is Too Much...Too Much?

Navigate Research - Wednesday, August 12, 2015

AdWeek recently released "3 Ad Campaigns That Got So Big, They Annoyed the Hell Out of Consumers.” Journalist Marty Swant picked a bone with the advertising industry in asking “how much is too much?” The goal of advertising is to create awareness and draw attention to a certain product, service or event. But what happens when consumers start to resent a brand or product due to ad overkill? AdWeek ranked the top three ad campaigns that beat the dead promo horse:

      1. Minions

The minions took over more than the box office. AdWeek exposed their dominance over “your bananas. Your deliveries. Your burgers. Your very breath.” The backlash ensued on many social media platforms including Twitter. 

2. Anchorman 2: The Legend Continues

Leading up to the premiere of the movie, Ron Burgundy didn’t seem to stay too classy when it came to ad overload. From overpitched Dodge commercials to Scotchy Scotch Scotch Ben & Jerry’s ice cream, Burgundy seemed to be everywhere. Jonny Rose, head of content for the London-based content strategy agency Idio said, “the campaign was initially effective, and then veered toward being too saturated. [It] seemed to overcompensate for the actual film, which didn't win over as many fans as the first” (Adweek).

3. Game of War 

If you don’t recall, Game of War is the mobile game that somehow mustered supermodel Kate Upton as the eye-catching face of the ad campaign. It’s hard believe that the idolized supermodel would turn superfluous, but Game of War ads on Youtube, TV and Snapchat seemed to get a bit stale to users after a while. 

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Rose says that “campaigns need to be looking not just at how creative they can be, but also at the data before, after and especially during a campaign to see which strategies are bothering an audience and which are well received” (AdWeek).

However, is there really such thing as bad publicity? According to PR News, negativity captures users' attention over 30% better than positive messages. The Game of War app is now one of the top-grossing mobile games in the world and the Minion takeover has assembled a 32 million Facebook following as well as a close to first opening-weekend box office record. So maybe the remarkably overdone ad campaigns are effective marketing strategies. After all, in the words of the lyrical Oscar Wilde, “the only thing worse than being talked about is not being talked about.” 

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T-Mobile's Promotion at MLB All-Star Game Offers Fans Big Benefits

Navigate Research - Monday, July 13, 2015

T-Mobile is coming out as the first-ever presenting sponsor of the MLB All-Star Game and launching a promotion that could give a total of $5 million to MLB fans. The promo boosts T-Mobile’s “Mobile Without Borders” initiative, which allows customers to use their phone in Canada and Mexico without extra fees. In order to get the chance to win a $500 travel voucher to Canada or Mexico, fans need to tweet a prediction of which MLB All-Star participant will hit a 3-Run Home Run while using the hashtags “#3for1HomeRun” and “#sweepstakes.” As soon as a 3-Run Home Run is hit, T-Mobile with randomly chose 10,000 fans who tweeted their guesses and award them their prize. Held entirely on social media, this sweepstakes offers MLB fans a chance to win big.


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Chevy Continues with One of the Best Branded Content Plays

Navigate Research - Monday, July 13, 2015

Chevrolet is continuing to hit marketing grand slams as they preserve one of the best branded content plays for the MLB All-Star Game. Tuesday’s red carpet parade will feature the MLB All-Star Game participants as they each ride in a separate Chevrolet vehicle to the Great American Ball Park in Cincinnati, Ohio. The All-Star Game MVP Vote presented by Chevrolet also allows fans to vote for the Ted Williams All-Star Game Most Valuable Player through and Twitter. The lucky All-Star Game MVP will drive off in his choice of a Gen 6 Camaro Convertible or the Silverado Midnight Edition.


Snapchat's "Live" Story Feature Means Business

Navigate Research - Wednesday, July 08, 2015

Snapchat, a photo sharing application that allows users to send and receive self-destroying photos, is making adjustments to its "Live” story feature. The social mobile app's "Live" feed allows users to look into live events all around the world. These events range from the "Running of the Bulls" in Spain to Hillary Clinton's presidential campaign here in the United States. Snapchat users are able to contribute to the story if they are within a certain radius of the promoted Snapchat event or location. These live stories are available to "snapchatters" for a 24 hour period, and then disappear into Snapchat's uncharted and obscure digital "black hole." Recently, when viewing a story, users have been coming across advertisements on these live feeds. The "Tokyo Story," for example, displayed a 10 second trailer sponsoring Universal's new movie Minions. Snapchat charges 2 cents for every advertisement view. And with over 100 million snapchatters out there, there is potential for a “Live” story to generate $2 million worth of ad space.