Best Brand Activation Involving Sport

2018 ITTF TATA Trickshot Challenge – International Table Tennis Federation (ITTF)

The 2018 TATA Trickshot Challenge was the brand activation by the ITTF for one of its event sponsor, TATA Wooden Door, in the lead up to the 2018 World Team Table Tennis Championships.

Tying a door brand to table tennis, the activation revolves around hitting table tennis trickshots using TATA’s miniature wooden doors in their factory and at the event.

The 2018 TATA Trickshot Challenge brought 2 world famous table tennis stars – Olympic Champion Liu Guoliang & Singapore’s top player Feng Tianwei to film a series of challenging trickshots in TATA Wooden Door’s factory in China, that were released in the lead up to the World Championships.

Part 2 of the activation took place at the World Championships itself in Halmstad, where top table tennis were challenged to complete trickshots using the TATA miniature doors each day at the event.

The campaign was a great success for both the ITTF and TATA, generating a lot of interest and buzz among TATA customers and on ITTF platforms including Facebook, Instagram, Twitter, Youtube and Weibo, as well as TATA’s social media channels in China. Many fans also tried the trickshot challenges and posting on their social media using the hashtag #TATATrickshot

Angry Birds Evolution – Everton Integration – Rovio & Everton Football Club

Rovio integrated three Everton footballers as playable characters in its Angry Birds Evolution game as Theo Walcott, Cenk Tosun and Gylfi Sigurdsson underwent bird makeovers to become limited edition characters. The campaign generated huge coverage and featured on the back pages of two national newspapers, a rarity for gaming or sponsorship stories. The unique and innovative campaign drove a 63% increase in downloads delivering a tangible return on investment and successfully allowed the brand and Club to engage with new audiences. – “I’m delighted that our two forward-thinking organisations have helped to create this small piece of history together.” Denise Barrett-Baxendale, CEO, Everton.

Channel 5 – Little & Large campaign – Wildfire Social

Channel 5 needed to change the fortunes of its little-known partnership with Aviva Premiership Rugby, and promote awareness that Channel 5 was the new home of Premiership Rugby highlights and live games.

We designed a new social-ready content format “Little and Large”, making use of Channel 5’s player access, along with on-screen child talent that we recruited for the season. We produced content that brings the lighter side out of professional rugby players, which we knew that rugby fans across the UK would enjoy, and used our distribution network to reach them.

The content series garnered the approval of fans, journalists and even high profile rugby players, and ultimately drove viewership of Channel 5’s shows: up to 90,000 more viewers per game.

Infosys – Tennis Australia

It’s not often that you get to be a sponsor for a sporting tournament, and actually reinvent the sporting experience at the same time. As Digital Innovation Partner for the Australian Open, Infosys has been able to achieve this by creating digital platforms that enable followers and players of the sport to ‘experience the next’ – the next way to see, engage, play, train and win. And all of these platforms were not just built to make technologies more state of the digital art, but to solve real problems.

Fans never had live streaming point-by-point analysis of the sport to understand the game as it unfolds. With the Infosys MatchBeats visualisation, now they do. Highlights were restricted to 5-minute video clips produced manually. Infosys Ai Clips presents every real game-changing moment using artificial intelligence in near-real-time. The live stadium experience used to be accessible only those who had a ticket. Now anyone who dons the Infosys VR Experience headset has 360º views of every match with live VR broadcasts, and the ability to train in VR using data and shop official merchandise in a virtual store.

The Australian Open has transformed: it is a digital sport for the digital age

Johnnie Walker – Diageo – CSM Live

CSM Live created and delivered an immersive experience for Johnnie Walker at the European Grands Prix to help activate their sponsorship of F1. Using a custom-built pop-up bar with multiple sampling units we were able to engage fans and increase their awareness of Johnnie Walker. Utilising fan engagement technology we measured the involvement of the F1 fans and optimised the activation from race to race looking to improve sample to sale.

As the second year running this activation, we used previous learnings to add new features to the activation, and in the process produced positive results such as increased dwell times and opportunity to purchase.

Over the five European races of the campaign we distributed over 160,000 samples, generated sales of £77,000+ for Johnnie Walker and engaged visitors at a cost-per-contact of £4.35.