The trend among companies to integrate or to engage the consumer in their actions is increasingly common. Interacting with individuals and providing brand experiences are two key communication objectives for entities that are increasingly giving more prominence to the consumer. This is how they try to convey proximity and credibility.
This 'involvement' or ‘experiential' marketing is proliferating in sponsoring and turning into a very useful tool for interaction between company and individual. To make it operate, the use of social media is essential as it is the medium that best allows you to create these situations of interaction and experience. The entities are creating a space for dialogue that encourages collaboration and participation with them.
It also seeks to create synergies with other communication channels, redirecting the initiatives from one medium to another. For example, online contests are held for video uploads that could be the company’s next ad, or makes participation appealing through photographs of individuals that would appear in a commercial.
Social media are a breeding ground, fast and easy, to promote a sponsorship and involve users. Budweiser, launched a campaign which asked users to upload their photo to Facebook and paint it with the colors of their country’s flag. This application was used by more than two and a half million people, according to pr marketing. To share the football experience and engage consumers of this event, through their website, the advertisers gave users the opportunity for their face to show up as part of their ‘Wave’ advertising campaign.
There are different actions developed for the purpose mentioned, but when creating experiences, one stands out for its ability to approach the public and its use in implementing sponsorship: the use of a consumer-link, which acts as an intermediary between advertiser and audience, and usually plays the role of a journalist or communicator. This person is usually chosen through a contest and is granted a number of privileges and experiences related to the sponsored event. In return, the 'chosen' one usually shares his experience through a blog. The origin of this action is from 2008 when ING Direct launched a job portal on Infojobs. The entity sought a 'professional fan’' to work as a journalist with Fernando Alonso. The results of the action exceeded all expectations. During the month it was launched the bank managed to increase its association with motorsports and reaching very high levels of recall.
Source: Johan Cruyff Institute