Why Sports Is the Ultimate Winning Play for Engagement
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Every marketer seems to stand up and cheer for sports. From jewelry retailers to automakers, brands dole out millions of dollars to have access to one of the last DVR-proof offerings on TV, an arena where “mass market,” “reach” and 30-second spots still mean something.
Robert Carter, VP-automotive operations for Toyota Motor Sales USA, puts it simply. “You have a better opportunity to get your message in front of a sports viewer vs. somebody that DVRs a drama, then commercial-skips,” said Mr. Carter at the Automotive News World Congress in Detroit.
But modern sports marketing stretches far beyond TV. It might be the best place to get creative in both message and media: data-based mobile marketing plays at NBA arenas; virtual ads behind home plate during Major League Baseball telecasts; real-time tweets during NCAA’s March Madness; and b-to-b plays at the U.S. Open and Nascar races.
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