SPONSORSHIP –MAKING SPORT PAY

Changing comms landscape

Sport Fuels Dialogue

Making Sport Pay - ACTIVATION

1.CHANGINGCOMMS

LANDSCAPE

The changing communication landscape…..

1950s 1960s 1970s 1980s 1990s 2000 2010

1. The age of interruption

2. The age of entertainment

3. The age of engagement

4. The age of dialogue

An integrated specialist division

Creative Accountable

2. SPORT FUELS DIALOGUE

Trends in Media consumption are changing FAST

2007 2009 2011

Global Internet users

1,129 million(17.2%)

1,734 million(25.6%)

2,267 million(32.7%)

Facebook accounts 58 million 360 million 845 million

Twitter accounts 340,000 18 million 200 million+

Broadband availability has TRIPLED…

…in the last 5 YEARS…5.9 billion mobile subscriptions

Mobile device browsing is expected to exceed desktop by 2014

Super Bowl 2012

Dual Screen Technology enhances the viewing experienceZeebox: Your TV sidekick

■ It knows what you are watching

■ It shows what your friends are watching

■ It can give you more information about

what you are watching

■ It lets you buy and download relevant stuff

Technological innovation

Sports is a rich environment for achieving meaningful dialogue

Consumers engaged by brands Brands engaged by consumers

Traditional advertising | Interruption Interactive communications | Dialogue

Therefore, our focus is to help our clients drive OUTCOMES not OUTPUTS

Traditional sponsorship New involving sponsorship

OUTPUT:Passive consumer relationship

OUTCOME: Active consumer Relationship

3. Making SportPay

ACTIVATION

Strategy

Negotiation

ActivationEvaluation

Activation of a Sponsorship asset is essential to making it successful

Engaging consumers requires activation across multiple media touchpoints

OwnedBought Earned

Brands are recognising the value of engaging Social Media content

"If you can figure out how to build communities around your brand, it's enormously powerful….

…Consumers are spending about 8 minutes per visit, on average, on the "How Olympic Are You?". That is about double the time they spend on ordinary Samsung sites”

Ralph Santana, Chief Marketing Officer of Samsung

Engaging activation using all assets

BOUGHT / OWNEDConsumers engaged by brands

Traditional advertising Interactive communications & Dialogue

EARNEDNew involving sponsorship

Social Media is set to be an Olympic Battleground

“Social Media drives us toward content that is able to provoke consumer conversation, that drives longevity.“

James Eadie, Olympic portfolio director for Coca-Cola Co.

RBS Mud, Sweat & Tears: The Road to the World Cup

Owned

Bought

Earned

Audi’s US Ski team content optimised multiple media channels

Audi’s US ski team sponsorship activated through multiple media

touch points

Association with success7 ‘Truth in

Motion’ free download

6

‘Truth in Motion’

distributed on National TV

5

‘Truth in Motion’ content 4

Social media engagement

3

Content creation

2

Team endorsement

- PR1

EVALUATION

Assets

Brand Values Audience Relationship

Business Growth

Bought Owned Earned

KPI Metrics

Earning dialogue is what drives our KPIs

Property Dialogue

The digital age allows for greater measurement and evaluation

Tool Role

Twitter mentions Mentions trend by day & hour Sentiment trend by day & hour

Digital mentions Share of voice Key sites and influencers Emerging topics Overall sentiment

TV meets digital Event/ TV property and digital footprint Cross Media index score

Track

Monitor

Evaluate

TO RECAPSPONSORSHIP DELIVERS ENGAGING CONSUMER CONTENT ACROSS MULTIPLE CHANNELS

TECHNOLOGICAL INNOVATION & SOCIAL MEDIA ENHANCE ACTIVATION OPPORTUNITIES

ACTIVATION STRATEGIES MUST ENGAGE MULTIPLE CONSUMER TOUCHPOINTS

THANK YOU