IEG SPONSORSHIP REPORT · The winners received accommodations, game tickets and, obviously, train...

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IEG SPONSORSHIP REPORT

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HAMILTON TIGER-CATS SCORE WITH DATA-DRIVEN MARKETING Fan loyalty program sparks digital transformation in how team markets to fans and sponsors.

Demonstrating the growing effectiveness of data-driven marketing, the Hamilton Tiger-Cats are finding success with the Ticats All Access fan loyalty program.

The Canadian Football League team launched the digital platform prior to the 2015 season with the goal of enhancing the fan experience and maximizing sponsor engagement.

Ticats All Access rewards fans for game attendance, concession and merchandise purchases and digital engagement before, during and after games. That includes entering contests, watching highlights, playing fantasy games, using stadium Wi-Fi and participating in sponsor promotions.

Fans receive “yards” throughout the season that can be redeemed for unique experiences and products such as road trips, visits with players and alumni and signed merchandise.

“All Access gives fans a reason to interact with the team beyond the game itself,” said Shaun Guest, Hamilton Tiger-Cats vice president, sales & revenue.

The program supports the team’s goal of delivering a best-in-class experience via personalized messaging to fans at home and in-stadium.

“If we know a longtime fan is in the stadium we can deliver relevant offers or even something extra to make it special. Whether it’s posting their Gameday Predictor score on the video board, offering a special ticket package or having fans join Stripes (team mascot) on the field before the game, the All Access program allows us to find and engage fans who we may not otherwise be aware of because they’re not necessarily a ticket purchaser.”

Using All Access To Drive Sponsor EngagementThe Tiger-Cats use the All Access program to drive sponsorship value by helping sponsors natively connect with fans--and measure their interactions.

Sponsor integration ranges from ticket promotions to special offers. Nissan, for example, offered All Access users the opportunity to digitally register for tickets to the team’s preseason game—a program that helped support lead

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JANUARY 23, 2017



acquisition for local dealers—while Buffalo Wild Wings offered a $5 coupon that could be redeemed at restaurants close to the stadium.

The digital platform allows the team to track a fan’s journey through sponsor content and activations, information it can use to re-target the fan with personalized offers and content. The ability to offer personalized messages (contests, events, content, etc.) is one of the most powerful features of the program, said Guest.

“We can custom offers based on their activity in the program, demographic information, current location and whether they’re a season ticket holder. Through Wi-Fi and geo-fencing, in real-time we’re able to target in-stadium contests and merchandise offers while also using in-stadium marketing assets to drive sign-ups.”

Guest points to the Designated Driver Challenge sponsored by Findlay Personal Injury Lawyers as an example of using real-time data to distribute location-relevant offers. The promotion gave users the opportunity to win a prize pack in exchange for taking a designated driver pledge.

All Access used a geo-fence to restrict entry to those in the stadium.

The ability to offer ROI measurement has played a key role in designing and packaging future activation programs, said Guest.

“Generating relevant data around our fans in a quick and effective manner with little to no added activation cost is valuable for our partners’ and stretches their dollar far beyond where we could previously take them.”

Data has been the team’s biggest learning, he said.

“Previously, we would analyze sponsorships with industry standard metrics: uniques, page views, etc. With All Access, we’re now able to monitor and track the entire fan journey through digital.”

Data shows that fans nearly always engage the All Access program through multiple activations. Ninety-four percent of consumers who enter a contest re-engage in another loyalty or engagement program (content, fantasy, etc.).

“Our ability to form meaningful and ongoing relationship through digital engagement, and the data to back it, is truly our greatest learning.”

All Access is powered by Stadium Digital, the Tiger-Cats’ digital agency of record.



SIDEBAR

FIVE EXAMPLES OF HOW THE TICATS INTEGRATE SPONSORS INTO THE ALL ACCESS PROGRAM Niagara College—Gameday Predictor Niagara College sponsors a fantasy game for each home and away game called Gameday Predicator. The sponsorship affords branding on all marketing and promotions including All Access, in-stadium video boards, Ticats TV Live panel, gameday and social. Fifty-six percent of weekly active members participated in the Gameday Predicator in 2016, with 55 percent playing more than once throughout the season. The team branded the Wi-Fi login page in Tim Hortons Field with the Niagara College logo; the first 200 fans who signed in to the All Access program while connected to the Wi-Fi received an Alex and Ani bracelet. WeatherTech—Great Labor Day Giveaway Fans who entered the stadium received a lanyard and ticket sleeve containing information about the contest and directions on how to enter. Via Rail—Ride the Rails Contest The rail service ran two contests within the All Access program in 2016 that sent two fans on the road with the team to Montreal and Ottawa. The winners received accommodations, game tickets and, obviously, train tickets. Lou’s Barbeque Co.—Cub Club Ticats Cub Club (kids club) signup occurred through All Access. Parents first became members of the program and then signed up their children. The data captured was used to target family ticketing offers while simplifying the overall sign-up experience. RedTag.ca—Redemption for Contest Entries Fans were able to redeem their “yards” for contest entries to win a vacation package courtesy of the travel agency.

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JANUARY 23, 2017



BRANDED ENTERTAINMENT

PEPSICO TAKES CREATORS LEAGUE TO SUNDANCE FILM FESTBeverage giant looks to create new revenue streams through owned intellectual property. Looking to engage directors, actors and other creatives, PepsiCo has partnered with the Sundance Film Festival on behalf of Creators League, the beverage giant’s in-house global content production arm. Taking a page out of Red Bull’s marketing playbook, PepsiCo launched the Creators League in 2016 with a state-of-the-art production studio in New York City. The studio is tasked with creating both branded and brand-agnostic content spanning long- and short-form scripted series and films, music recordings, OTT and digital content—all of which can be distributed over five screens. The goal: align PepsiCo brands with top creatives and artists to produce compelling content across the company’s portfolio of snacks, beverages and nutrition products. The production arm also works with creatives on brand-agnostic projects, with the goal of extending brand equity beyond the bottle and bag to create new revenue streams through owned intellectual property. PepsiCo is activating Sundance with the Creators League Studio, an on-site buildout that hosts events, exclusive parties and other get-togethers. The studio is anchored by the Kola House pop-up bar, a satellite to PepsiCo’s restaurant in New York City. The Creators League Studio will host a number of exclusive after parties for some of the most buzzed about films at Sundance including Give Me Danger, a documentary co-produced by electronic music trio Major Lazer. Jillionaire will DJ the event following the group’s Park City Live performance. The studio will also host a number of high-profile industry insider events including the Official Sundance Women’s & Fellows Breakfast, sponsored by Quaker.

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JANUARY 23, 2017



EMERGING CATEGORY

U.S. CUSTOMS AND BORDER PROTECTION ENLISTS SPONSORSHIP TO BOOST RECRUITMENTProperties should leave no stone unturned when scouting new partners.

With President Donald Trump pledging “America First” during his inaugural address, U.S. Customs and Border Protection is using sponsorship to help fulfill its mission of securing America’s borders. Ties include the Spartan Race obstacle course series, Bayou Country Superfest (New Orleans), Country Thunder Music Festival (Florence, Ariz.), Tortuga Music Festival (Fort Lauderdale, Fla.), Off the Rails Country Music Fest (Frisco, Texas) and the Big Ten and Big 12 collegiate athletic conferences. CBP plans to hire 1,700 agents in 2017 to meet its staffing goals of more than 21,000 recruits, according to CNBC. While the agency receives between 55,000 and 65,000 applicants in a given year, only 1 in 175 applicants actually become an agent, according to news outlet. The sponsorships are managed by CBP’s National Frontline Recruitment Command within the Office of Human Resources Management. The NFRC is charged with frontline recruitment across three law enforcement offices: Office of Field Operations, U.S. Border Patrol and Air and Marine Operations. “CBP has conducted research on many of the candidates who have successfully ‘entered on duty’ for our law enforcement positions. We have determined that these sponsorships have the potential to maximize our return on investment in attracting candidates interested in our law enforcement positions,” said Shirley Chen Barry, NFRC chief of staff. “We believe these candidates will successfully complete our rigorous hiring process.” While CBP uses both traditional media and sponsorship as part of its recruiting campaign, sponsorship provides direct access to potential candidates, more visibility in target markets and the opportunity to attract veteran, minority and other underrepresented groups, according to the agency. “The diversity of the college-age demographic is appealing to CBP. In addition to college students being right within our age demographic—there are some maximum age limitations for those entering law enforcement positions—the college sports program allows us to reach underrepresented demographics such as females and minorities.”

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CBP activates the ties with on-site recruitment booths staffed by officers and agents and color and flag presentations by the CBP Honor Guard. CBP partnered with the Spartan Race based on research that its officers and agents enjoy outdoor activities including sports and extreme sports. “Spartan Race participants demonstrate a lot of dedication to training and perseverance to overcome challenges. These are traits required to be a successful officer and agent in CBP.” The partnership includes CBP banners on obstacles, inclusion in the Spartan Race podcast, Honor Guard presentations and branding opportunities within the Spartan Race nationally televised event. CBP’s former commissioner was interviewed during a televised Spartan Race event. CBP works with sponsored properties to identify areas and resources that have a high applicant-to-hire ratio. CBP also measures success based on the increase in number of successful or viable applicants. Miami-based Integrated Marketing Group spearheads and executes sponsorship on behalf of the law enforcement agency.



ABOUT IEG AND ESP PROPERTIES

IEG has shaped and defined sponsorship over three decades. It is the globally recognized source for industry insights, trends, training and events via sponsorship.com, its annual conference, online publications, trend reports, surveys and webinars.

IEG is part of ESP Properties, a WPP company. As a commercial and creative advisor for rightsholders, ESP Properties helps organizations unlock greater value from their audiences and brand partnerships.

Our consulting team assesses and advises how to grow the value of rightsholders’ commercial programs. We do this through a full range of services across data, digital and content development to better understand audiences and create more relevant ways to engage with them. This provides brand partners with new ways to connect with communities of fans and followers, growing the potential value of commercial partnerships.

Our sales team provides partnership strategy and sales representation to the world’s most active sponsors, within and beyond the WPP network of brand clients. Through WPP we have extensive contacts and deep insights into what it takes to create successful partnerships.

For more information about IEG and the sponsorship industry, please visit www.sponsorship.com, www.espglobal.com, or call +1 312 944 1727.

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IEG SPONSORSHIP REPORT · The winners received accommodations, game tickets and, obviously, train...

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