TINCUP - Dynamic data driven campaign
Sport has always been big business, with advertisers clamouring to have their brand logos associated with football, basketball, tennis, and the like. Recently, however, sport has exploded and brought new fans into the fold.
The NFL is no longer a US-only phenomenon; the Women’s World Cup had fans on the edge of their seats this summer, and Formula 1’s ‘Drive to Survive’ Netflix docudrama proved to be an unlikely smash hit for the streamer. Sport never went away but today it’s bigger than ever, and with a more diverse fan population too.
That’s why sports partnerships are a great way for brands to align themselves with specific audiences and to reach new consumers. I co-founded Grand Visual in 2005, which became the creative arm of Talon in 2019, the independent global out of home (OOH) media agency. So know a lot about how to take these partnerships to the next level to attract the most – and the right kind of – eyes to the partnerships. Many brands have chosen to go down the OOH route for their creative activations. This gives brands the opportunity to create memorable and engaging experiences for their target audience while also amplifying visibility of their partnership even further.
Taking it even further, if the Avalanche lost or if there were no local games, the creative changed over to a ski report to inspire locals to head over to the mountains and tap into their spirit of adventure. The DOOH displayed a combination of predicted snowfall and temperature for the upcoming weekend that always stayed relevant.” This dual approach showcases the versatility of DOOH and how it can be transformed, in real time, to add value to the environment it’s in when it cannot be directly utilised by the brand.
Now that the success and the creative possibilities of OOH and DOOH have started to permeate the industry, the scope and the stakes are going to keep growing. Brands will want to capitalise on the show and traffic-stopping visuals while technological developments will further aid creatives in bringing their ideas to life. It’s safe to say that we only need to wait and watch the space around us, anticipating to be astonished.