Leveraging the digital consumption of live sports

Live sport events are not only popular for sport fans, equally they offer brands a gamut of opportunities to leverage pre, during and post the siren.

Apps have changed the way fans experience live sport events like the high rating AFL Grand Final. This means there are endless solutions and micro-moments available to brands who want to leverage the popularity of live sports events.

Whether it’s the buying experience, streaming, bet focused or a creative campaign, brands should no longer focus solely on a high production TVC. Digital, mobile and app integration is now part of a brand's strategy to successfully leverage the big event.

It starts in the online ticket queue

Brand exposure is a given with live sports, which is why Edge often looks to promotional solutions that interact with live sport events and tick the mass audience box. New ways to integrate live sports events into a brand engagement strategy starts at the online ticket box too.

Before a fan has occupied a seat in the stadium, brands can leverage consumer and fan loyalty through ticket selling apps and websites. Just think about the offers live sports consumers can access through event promotors.

From here, it’s important to consider providing customers with a relevant and irresistible promotional headline that will capture their attention. You can engage with Edge, to offer once in a life-time sporting prizes and interactive platform mechanics designed around the sporting event and your objectives.

Streaming in the seats

Streaming is the new norm, so it makes sense to factor in marketing solutions that target sports fans through in-app streaming. It’s not uncommon for a sports fan to be experiencing the live event, while also tuning in through a streaming service on their smart phone in the stadium seat.

Apps streaming live sports give brands the option to deliver their brand communications directly to fans at the game and or in real time.

Betting apps regularly make the most of the live sport promotions through integration with event steaming. This offers fans extra value to using the betting app and benefits the brand by fostering customer loyalty and customer data acquisition.

Creative campaigns can win the game

When it comes to leveraging live sports events, a creative promotion that connects the real world and the digital is a win-win outcome. Four’n’Twenty’s Pie Time promotion is a successful model for creating strong brand awareness during a live sports micro-moment.

Using game of chance and scratch cards as the mechanic, fans had the chance to win an exciting prize draw while taking part in the branded promotion. For Four’n’Twenty, the promotion connected fans in the stadium to Four’n’Twenty’s branded website.

Brands can also bring to life onsite participation and incentives by awarding fans in their seats with a branded Mobile Pay digital cash card sent straight to the phones. This provides maximum brand impact with real-time engagement, and participants can enjoy their prize using tap and go anywhere that accepts Mastercard including on-site for food, drinks and merchandise.

Thinking about how customers are using apps and interacting with mobile and online when at live sports events is a huge opportunity for brands looking for solutions beyond the traditional TVC.

Edge helps brands develop exciting promotional solutions that integrate live sports events with digital and mobile solutions. Talk to us today about your next promotional campaign.