5 Sports Marketing Campaigns That We Love
With the rise of digital and social media, brands are developing smarter and more effective marketing campaigns.
83% of sports fans use social media when watching sports, and 63% use it while attending live matches, so it clearly makes sense for brands to take advantage of the available social platforms to engage fans in creative ways.
Here's just a view of the amazing sports marketing campaigns that got our attention in the last couple of years.
1. Chase the Gear Campaign
Using the power of Facebook Live, Former NHL player Gary Roberts teamed up with Canada’s women’s national hockey team to create a marketing campaign called ‘Chase the Gear’.
It involved the athletes running through Toronto’s High Park and people chasing them for free gear, as a part of Sport Check’s campaign to showcase Adidas’ High Performance Olympic collection. It was broadcast on Facebook Live, where viewers also had the chance to win prizes as well as unlocking power-ups for the runner by reacting and sharing the video. In the end, the livestream saw 1.5M unique viewers and had more than 3000 reactions.
2. NAB & AFL - Mini Legends
In 2016, NAB partnered with the AFL to launch their Mini Legends campaign which highlighted NAB’s support of footballers - starting at Auskick all the way through to the big league. It celebrates the love Aussies have for footy and the support they have at every stage of their AFL journey.
Along with significant television coverage (which continues today), NAB’s online video of the Mini Legends has over 300,000 views, and their mini-series videos having an additional tens of thousands of views.
NAB is also launching another campaign in 2017, the NAB Mini Legends Draft. It launches with a national call out through TV, digital, social and print media for Aussie kids to enter the draft. Creative Director Rich Williams said one of the definite insights from last year’s campaign was how many children (and adults!) wished they could become a Mini Legend.
3. Cricket World Cup 'Mauka Mauka Campaign'
Using the power of social media, Star Sports used YouTube as a platform to take viewers through India’s World Cup cricket history with each country. It was told in a humorous and sporting style to try help ignite the passion for cricket across the country. In India, sporting events are commonly promoted with advertisements on TV, with a hope that the audience will tune in. But it's a different proposition with a social platform, where promoters and broadcasters can make direct and interactive contact with their audience – who can then share the video with their network. The ‘Mauka Mauka’ campaign videos have over 12 million views on YouTube as well as thousands of social media shares.
Football legend Zlatan Ibrahimovic is known for his big ego, his popular post matches interviews or scuffles with the opposition .. along with his on-field exploits. Nike decided to take a risk with the controversial Zlatan to promote their Zlatan-themed clothing line over Twitter with a Q&A, and it paid off.
Looks at the success of his viral responses below.
5. 'This Girl Can' Campaign
The English Sports Council launched the #ThisGirlCan campaign with the goal to inspire women to participate more in sports. They didn’t use any athletes or high profiles to promote their video, but used women that don’t typically fit the “athlete” mould to encourage others to get fit. So far the original video has over eight millions views and the hashtag #ThisGirlCan has been shared millions of times.
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