Tag Archive for: Content

InCrowd drives big numbers for Finalissima 22

The InCrowd content team turned their attention to Finalissima 2022 last week, creating content across UEFA EURO social channels and website for the showdown between EURO 2020 winners Italy and Copa América victors Argentina.

With Messi in town, hopes for a trademark performance were high and it was no surprise that the top posts across Facebook, Instagram, Twitter and TikTok all featured Leo! Highlights include:

  • 11.5 MILLION views of Lionel Messi highlights video on Facebook; the biggest post across EURO channels this year
  • 1.9 MILLION plays and 300k likes of the Messi arrival Reel on Instagram, in collaboration with Copa América

Next, the team turn their attention to the UEFA Women’s EURO, already gathering momentum in the build up to kick off on Wednesday 6th July at Old Trafford as England take on Austria.

To find out more about InCrowd’s content services, visit www.incrowdsports.com or get in touch directly on enquiries@incrowdsports.com

BLOG: The Engagement Game – how to balance editorial and brand content on social

The attraction of a sports property’s social media offering is becoming an increasingly important element in partnerships with brands – but maximising this relationship in editorial terms to the satisfaction of both parties requires a delicate balance, with engagement at its heart.

Making the most of a mobile moment

Advertising is a dynamic industry; that much is a fact. If you are in need to evidence, any number of sources will show you how budget spend has moved from area to area and how it is projected to continue to do so.

Advertising evolves to follow the consumers, who are remarkably fickle in how and when they expect to be communicated with. Timing, whilst always important, has never been more crucial; and this is due at least in part to the rise of mobile connectivity: Because instant became possible, it became expected with the immediacy and locational transferability of a smartphone altering the way in which consumers can respond to marketing messages.

It doesn’t necessarily mean that they will.

 

Digital marketing messages can be exceptionally well targeted; that much is undeniable. On lines of demographics, interests, and purchase history it is possible to target the most relevant people; but are you targeting those people at the time they are best hit? In all likelihood, probably not.

Timing is essential. But that presents its own set of challenges; many of them logistical. The chart below demonstrates this fantastically well; and it would also be interesting to know the style, form, quality, and consistency of moment-responses generated in such short timeframes.

Moment Marketing 1

Credit: eMarketer

However, producing great content at the right time can be – and has been – done exceptionally well as the two examples below demonstrate. They also demonstrate why 67% of digital marketers in the UK expect to increase their spend on moment marketing in 2016.

Mobile Marketing 2

One of the most famous example of moment marketing. The lights go out at Superbowl XLVII and OREO produced this Tweet in around 10 minutes, before the lights came back on. It was retweeted 10,000 times within the first hour.

Mobile marketing 3AFC Bournemouth all but guarantee promotion to the Premier League in their penultimate match of the 2014/15 Championship season. Their goal difference makes them near impossible to catch and they celebrate accordingly; with Charlton their last fixture of the season.

These examples both had the moment created for them, and they acted on it, but wouldn’t advertising, or digital content, be easier if you knew what the moment was going to be? Or even better: What if you could create the moment?

Within direct advertising, it will be difficult to create that moment. However, great sponsorship activations create great moments and what’s more, they create them at a scheduled time. This is a move away from the immediacy of moment marketing, to right-moment marketing.

Thanks to mobile connectivity, anywhere can be the right place and if you can get the right content at the right time, it can go a long way.