OMiG Digital Summit 2016 - Mark Brennan - AIB
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The Toughest Talk, Revitalising & transforming AIB'S Sponsorship of GAA through the power of social video by Mark Brennan - AIB. At the OMiG Digital Summit 2016.
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OMiG Digital Summit 2016 - Mark Brennan - AIB
- 1. Revitalising & transforming AIB’s Sponsorship of GAA through the power of social video
- 2. Insert Video named: 1_The_longest_kick
- 3. Tired & 2nd Tier Property
- 4. How do we become the #1 GAA Sponsorship in 1 year? The Key Question
- 5. The Objectives Elevate the status of the AIB Club Championships to Tier 1 Elevation Achieve the highest level of awareness amongst all GAA sponsors Awareness Triple engagement levels among our target audience Engagement Deliver highest attendance for 5 years at the Club Championship Finals Attendance TIER ONE FANS
- 6. Tough Challenges The majority of teams exit early Engage GAA fans with an ongoing, relevant conversation… Get fans to Croke Park on a cold, wet Paddy’s Day …as a bank
- 7. Our Strategy had to change Build the appeal for the competition beyond just the club, by raising its status & perceived importance. From: “I love my club” To “I love this competition”
- 8. The Insight The tougher the test for players, the more it means to the fans.
- 9. The Idea
- 10. How did we engage with GAA fans? Re-establish sponsorship Be the #1 Digital & Social Content Creator Revitalise the meaning of community Target core GAA fans Balance the everyday with the spectacular Act like a challenger brand Always on conversation
- 11. Delivering world class content A stream of content which backed up the positioning with compelling, engaging evidence Fit for purpose Break with convention A content strategy which balanced everyday conversation with the spectacular Editorial Meetings Agile Budgets
- 12. Innovation in Creation Hidden Camera In Dressing Room Camera FanFootage
- 14. Creation Guidelines Hashtag Watermark Tone Consistency
- 15. TV & Social Trans time mapping Native Video
- 16. How do we elevate the sponsorship to all Irish sports fans… Taking it to the Next Level
- 17. Introducing
- 18. Building Excitement Insert Video named: 3_baseball_smash
- 19. THE OBJECTIVE WAS TO GUIDE & ENGAGE CONVERSATION ACROSS THE DAY Taking Over Social March 12th
- 20. March 12th 106,700 VIDEO VIEWS IN 48 HOURS 45,542 ENGAGEMENTS IN 48 HOURS 3,735 MENTIONS IN 48 HOURS
- 21. Insert Video named: 5_toughest_trade_cannes_entry
- 22. 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 PRE 2014 2014 2014 VIDEO VIEWS
- 23. #ThankYou
Hinweis der Redaktion
- What would happen if you traded two Irish amateur athletes from GAA sports for players from the Premiership and Major League Baseball – the two most professional, competitive leagues in the world? Introducing #TheToughestTrade, a one hour TV special that saw two GAA players hit the big time, while two successful professional athletes took their place on the local team and in their day job.
- Access to exclusive content during the airing of the documentary was the most successful aspect of this campaign. Throughout the airing on March 12th we had a team of 6 managing the moderation of the conversation and the seeding of exclusive content. In this edit we released a longer exclusive edit of what we deemed would be one of the moments of the documentary. By seeding this right as it happened we spiked conversation with 24,000 engagements with the content and over 70,000 views across Facebook and Twitter