Creating Transformational Moments Through Location Technology 17th November, 2014

The development of location technology is growing fast and has major implication to sponsorship – especially when considering location services to engage brands to their customers onsite at the events that they sponsor.  Understandably, Apple was the first to launch with the Apple iBeacon.  Shortly after Samsung launched Proximityas the “mobile marketing platform that connects consumers with places via cutting-edge Samsung location and context-aware technology.”

The potential of this technology is limitless, but made essentially relevant for retail sales.  Imagine you are in M&S to purchase yourself a cashmere scarf.  If M&S employed location technology via in-store transmitters, upon arrival the store could tell not only tell you what cashmere scarves are available, but also what gloves might match and where they can be found.  Upselling in-store no longer needs to be done by the sales people on the ground, but applied in your hand.

The influence on sponsorship and the physical space

The development of this type of technology further erodes the traditional sponsorship model, making way for a new breed of thinking driving effective, collaborative partnerships that demand a deeper understanding of consumer behaviour and engagement.  This potential need not only be applied to Westfield, but also within football stadiums, music festivals, science museums and children’s museums – allowing sponsors and rights holder to effectively influence and engage with their audiences.

The intriguing aspect of this technology which isn’t particularly new, is deciphering the data location technology generates. Rewarding loyal, frequent shoppers with unique events or rewards offers brands an extended and tangible asset to target and communicate a specific demographic.

Smartphones making us work smarter

Brands want to take greater ownership in the festivals and events they support to the dislike of some event organisers. However, turning this insight into commercial solutions that ultimately drive sales is what excites top level marketers (and Slingshot employees!).

Marketers are driven by media content because it works – it’s that simple.  However our sponsorship solutions shouldn’t be limited by this alone.  Instead, sponsorship professionals need to start questioning the true value of collective goals – ensuring involvement and activation drives purpose beyond the traditional.  Utilising location services not only helps sponsorship professionals do their jobs better, but more importantly adds significant value to the customer’s experience, which is what matters most.

The Age of Digital Sponsorship 26th June, 2012

Media platforms are becoming increasingly fragmented and consumers are able now more than ever to control how they get their information and how they engage with brands. This has led to digital media becoming the driving force in the implementation of many of the most successful sponsorship campaigns. Digital media provides a means for brands to reach out to the widest possible audience whilst engaging with them across new levels not previously available.

IBM brings digital to Wimbledon

IBM through their partnership with the Wimbledon Tennis Championships have created an augmented reality phone application. The app acts as an onsite guide and interactive map for Wimbledon, allowing users to simply point their phone to navigate around the Wimbledon site as well as allowing users to stream live feeds. The IBM Seer Aggregator enables fans to receive Wimbledon tweets to their phones from sources including players, commentators and a team of IBM scouts. Fans can also keep up-to-date with live feeds and information about matches played on any court transforming how fans can keep up with the action as it happens and enriching their experience of Wimbledon.

Johnnie Walker invites fans to ‘Step Inside the Circuit’

Johnnie Walker joined forces with McLaren in 2005 and have since created the innovative ‘Step Inside the Circuit’ campaign via Facebook. The campaign invites consumers to go behind the scenes and follow the progress of Lewis and Jenson on the track as well as their lives away from it. The campaign includes an online video ‘Drive of a Lifetime’ on the company’s Facebook page. The video puts users in the shoes of the drivers taking them from pre-race activities to stepping into the car before the start of the race. The Facebook connect function then personalises the film using photos and details from the user’s Facebook account, together with text-to-speech technology and video input from the user’s webcam transporting fans into the glamorous world of F1.

Digital media has become the most successful means with which to make sponsorship campaigns more interactive and to create a deeper relationship with consumers. With so many innovative digital campaigns already paving the way within sponsorship, it is inevitable that campaigns will continue to become more exciting and interactive as brands strive to stand apart from their competitors.