Short conference presentation on the role of digital content in the future of sports sponsorship. What can sponsors learn from the 2014 Ice Bucket Challenge, and a decade of research into digital fan activation?

1. DR PAUL MARSDEN
THE FUTURE OF DIGITAL CONTENT
IN SPORTS SPONSORSHIP
DEUTSCHE SPONSORINGTAGE 2014
12./13. NOVEMBER 2014 | KIRCHE SANKT PETER, FRANKFURT AM MAIN

2. WHAT’S THE FUTURE OF DIGITAL CONTENT IN SPORTS SPONSORSHIP?
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3. WHAT’S THE FUTURE OF DIGITAL CONTENT IN SPORTS SPONSORSHIP?
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ICE + DIAPERS

4. ICE BUCKET LESSONS FOR SPONSORSHIP
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#ICEBUCKETCHALLENGE
1.2M VIDEOS 2.3M TWEETS $100M DONATIONS

5. ATHLETES (AND FANS) USING DIGITAL MEDIA AS A CHANNEL FOR PUBLIC
IMAGE MANAGEMENT - ‘I’M COOL & I CARE’
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6. PEOPLE HAVE ALWAYS USED MEDIA TO MANAGE THEIR IMAGE
(STRANGE AUSTRIAN GUY WANTING HIS PHOTO TAKEN WITH ME)
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7. JUST AS THEY MANAGE THEIR PUBLIC IMAGE THROUGH THE BRANDS
THEY’RE SEEN WITH…
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8. IT’S CALLED ‘CONSPICUOUS CONSUMPTION’ (SIGNALLING THEORY) - IT’S
ALL ABOUT LOOKING GOOD
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9. NOW EVERYONE IS DOING ‘CONSPICUOUS CONSUMPTION’ ONLINE -
LOOKING GOOD THROUGH BRANDS AND PEOPLE WE’RE SEEN WITH…
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10. BUT TRADITIONAL CONSPICUOUS CONSUMPTION IS CHANGING
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LOOKING GOOD…
LOOKING GOOD
+ DOING GOOD

11. LOOKING GOOD + DOING GOOD = ‘CONSPICUOUS COMPASSION’
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12. THE FUTURE OF DIGITAL IN SPONSORSHIP = ‘CONSPICUOUS COMPASSION’
LOOKING GOOD + DOING GOOD
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#MAKETHEFUTURE
https://www.youtube.com/watch?v=iGsThiLDxzc

13. THE FUTURE OF DIGITAL IN SPONSORSHIP = ‘CONSPICUOUS COMPASSION’
LOOKING GOOD + DOING GOOD
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#FIRSTHOMEGAME
https://www.youtube.com/watch?v=_FGKofNiRzo

14. THE FUTURE OF DIGITAL IN SPONSORSHIP = ‘CONSPICUOUS COMPASSION’
LOOKING GOOD + DOING GOOD
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#IMMORTALFANS
https://www.youtube.com/watch?v=vUi6zTTpi3E

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CONSPICIOUS COMPASSION
THE FUTURE OF DIGITAL CONTENT IN SPORTS SPONSORSHIP

16. SO WHAT’S THE DEAL WITH THE DIAPERS?
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#IMMORTALFANS

17. DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS
- IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…
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#SOCIAL

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#PERSONAL
DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS
- IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

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#LIVECAST
DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS
- IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

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#3D
DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS
- IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

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#SPONSOREDSTORIES
DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS
- IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

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#IOT
DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS
- IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

23. DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS
- IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…
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#DTF

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#ESPORTS
DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS
- IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

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#DATATAINMENT
SYZYGY GOAB
DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS
- IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

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#WEARABLES
DIGITAL OPENS UP SO MANY ACTIVATION OPPORTUNITIES FOR SPONSORS
- IT’S DIFFICULT TO KNOW WHAT TO CHOOSE…

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TOO MANY OPTIONS!!!1

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LET’S LOOK AT A PRO IN DIGITAL FAN ACTIVATION…

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THE P&G FAN ACTIVATION FORMULA
#FANFORMULA
FAN-FIRST VIP-VOTE
INSIDE
SCOOP

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FAN-FIRST ACCESS
#FAN-FIRST
#VIP-VOTE
#INSIDE-SCOOP

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FAN-FIRST ACCESS : SPONSORSHIP-STYLE
#FAN-FIRST
#VIP-VOTE
#INSIDE-SCOOP

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VIP VOTE
#FAN-FIRST
#VIP-VOTE
#INSIDE-SCOOP

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VIP VOTE : SPONSORSHIP-STYLE
#FAN-FIRST
#VIP-VOTE
#INSIDE-SCOOP

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INSIDE SCOOP
#FAN-FIRST
#VIP-VOTE
#INSIDE-SCOOP

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INSIDE SCOOP : SPONSORSHIP-STYLE
#FAN-FIRST
#VIP-VOTE
#INSIDE-SCOOP

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FAN-FIRST VIP-VOTE
INSIDE
SCOOP
CONSPICIOUS COMPASSION FAN ACTIVATION
THE FUTURE OF DIGITAL CONTENT IN SPORTS SPONSORSHIP

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We create interactive experiences that build relationships,
which deliver results for our clients. We love what we do.
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in London, Berlin, Frankfurt, Hamburg, Bad Homburg, Warsaw and New York.
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Im Atzelnest 3
D-61352 Bad Homburg v.d.H.
Tel: +49 (0) 61 72 94 88 100
Fax: +49 (0) 61 72 94 88 270 syzygy.net
ABOUT SYZYGY GROUP