Posts Categorized: Brand experience
Momentum Worldwide’s Fran Elliott discusses why sporting experiences should be fan first, and brand-centric second.
In Momentum Worldwide’s recently released We Know Sports Fans research, we found an intriguing opportunity. The research uncovered three key insights, which at the first read may seem contradictive: 83% of global sports fans think sponsors don’t consider the fans; 88% of the same fans surveyed believe that sponsors can create new opportunities for their favourite sport and team; and 86% would not object to seeing even more sponsorship in sport.
Virtual reality (VR) experiences are everywhere, literally everywhere, says Momentum Worldwide’s Fran Elliott, but they can be used for more than just amazing brand experiences.
Walking through any major city these days, you are pretty likely to see a consumer experience designed to entice and engage consumers using VR, be it a full-on experience with a supporting event build or a lighter version using something like Google Cardboard or Samsung Gear.
If the idea is strong, the consumer will make time for it, says Momentum Worldwide’s Fran Elliott.
In the past, tech and experiential roadshows weren’t natural bedfellows. The tech used to bring with it a rather large convoy of flight cases and miles of wiring, adding to the build times and activation costs. Often, the pay-off wasn’t worth the input as the dwell times simply weren’t there; people were either rushing from the train to the office, or shop to food court. They would see, stop, maybe sample, but not necessarily dwell.
I have recently spoken about experiential, events and activations in previous articles for Event, underlining the need for clear definitions of the terms in our industry, both for our own sake and that of our clients.