Should you hitch your campaigns onto the sporting bandwagon?
Capitalizing on sporting events can be a great opportunity for advertisers, but will this strategy work for everyone? Columnist Laura Collins looks at the results of some recent campaigns to find out.
For any of you out there who aren’t sports fans, this probably isn’t shaping up to be the best summer of your life. Between Euro 2016, Wimbledon and the Olympics, we’ve been bombarded with reminders that our weekly half-hour at the gym probably isn’t cutting it.
But, whether you love them or hate them, there’s no denying that events like these bring people together on an international scale that can scarcely be rivaled.
You only have to take a look at Google trends and the enormous surge in traffic around sporting events to see what a huge opportunity this is to connect with people:
I can think of few advertisers that wouldn’t love to take advantage of huge spikes in public interest like this, but is it appropriate for everyone? Where’s the line between effectively tapping into that public interest to better performance and just jumping on the bandwagon for the sake of it?
A handful of Merkle|Periscopix clients chose to run activity specifically related to sporting events this summer. Here, we take a look at what strategies they implemented and whether they achieved success.