More and more, media is consumed at the convenience of the consumer. Gone are the days when you could only watch a TV program at its allotted time in the week. I remember the frustration I felt as a kid being told to switch off the TV because it’s time for dinner. If you missed it, you missed it. Well you could always set the video tape recorder. Now I think about that process and it seems so inconvenient.
Live sports are one of the few popular entertainment mediums that still hold us to an appointed time and marketers know they have a captured audience. This weekend I watched some of the euro 2016 football games and noticed how hashtags were used in the bill board advertising around the pitch and pundits asked fans to send in their twitter questions. As you would expect social media is getting in on the act but it has yet to replace the good old traditional super commercials played during the games breaks.
Big budget brands win in the game of live sports advertisement as companies spend monster amounts building advertising campaigns. The new Nike commercial is a 6 minuet feature length production starring Christiano Ronaldo. He happens to be the highest paid athlete on the planet at the moment according to Forbs.
I have to say, I think the commercial is great entertainment in of itself. I was transformed into my teenage football kicking self dreaming of switching bodies with the great Ronaldo, just like the kid in the commercial. But I also noticed how social media plays its part with the hashtag #sparkbrilliance placed at the end of the video.
As social media marketers, it’s our job to find opportunities to get the eyes of our target audience on us and engage without taking away from the experience of watching the big game. You can ride the coattails of the big boys and find success too. So I throw the hashtag at you and also say #sparkbrilliance.