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Short conference presentation on the role of digital content in the future of sports sponsorship. What can sponsors learn from the 2014 Ice Bucket Challenge, and a decade of research into digital fan activation?
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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