Author: Chris Myers
Digital isn’t a new concept for most marketers and most properties.
It is a topic of constant conversation in the sponsorship marketing community. What more can we do digitally? How can we raise our digital bar? Are there social media programs? How do we go beyond just an event? Well, brands and properties have found quick answers to those questions during the COVID-19 pandemic. Several have provided ideas not just for today, but tomorrow as well.
There are several examples of brands jumping into esports such as Jones Soda and BMW. Motorsports led the traditional sporting world through partnerships with iRacing to keep racing going while tracks are shut down around the globe. Brands such as High Noon have jumped onboard to partner with the content machine that is Barstool Sports. Here are several great examples of how brands and properties are staying relevant and engaging audiences during the ongoing pandemic.
Raising the Digital Bar
- Celebrating Cinco de Mayo this year? Patron is planning an Instagram live event with upwards of 20 bartenders from around the country giving tips to make the best at home margaritas.
- It’s getting warm, and warm weather (or cold weather for this author) means grilling season. #FrontYardCookout encourages you to post your front yard cookout with your neighbors while staying 12 hot dogs away. Toss in that it benefits Feeding America and you not only have a digital campaign but a charitable one at that.
- Through their tour company Viator, TripAdvisor recently rolled out over 100 virtual experiences as part of their #RoamFromHome campaign. According to a spokesperson, around 80% of the experiences are from small business operators. #SmallBiz
Multiple teams and athletes have gone to Twitter to offer up their design team services in creating custom offers. The Chicago White Sox asked fans to respond to a tweet with their name and number to receive a custom mobile wallpaper (yes, I submitted for one). NASCAR drivers have turned to digital autograph sessions.
- With the big race postponed to September, the Kentucky Derby, benefiting COVID-19 relief efforts, presented a digital Triple Crown Showdown featuring several of their main partners including Ford and Woodford Reserve.
- Launched a virtual race series to engage fitness–starved fans. It has proven to not only be engaging but also sponsorable.
Local 5ks are asking fans to share their personal runs on social media. Big brands are engaging customers how to practice social distancing. Brands and properties are stepping up their game and raising their digital bar to keep their audiences entertained. We look forward to how these new digital activations can continue when brick and mortar events return.