IEG 2019 Highlights

IEG 2019 Highlights

Havas Sports & Entertainment's Strategy Director, Marie-Laure Davy, shares key highlights and insights from the IEG World conference on March 18-20, 2019.

Transcript

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    THEME: BLUR. Traditional boundaries between industries and media are blurring.

    How to embrace the change to drive collaboration and innovation. WHAT: 35+ Keynotes | 30 Workshops WHO: Sports leagues and property management companies, eSports industry players, online media companies, museums and brands IEG WORLD 2019
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    OVERALL SIMILARLY TO LAST YEAR: MOST OF THE BRANDS THAT

    ATTENDED WERE SPEAKERS • Key Highlights: Burger King Global CMO, Fernando Machado | AB inBev Head of Consumer Connections, Joao Chueiri VERY DENSE THREE DAYS IN TERMS OF CONTENT • All-day long keynotes and conversations on the main stage • 4-8 workshop sessions in parallel • Brand partnerships (across all industries: sports/museum/food), experiential and eSports prevailed A LOT OF DIVERSITY • The down: a lack of main thread in some instances 4
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    Attention is the new currency; Engagement is the new metric.

    “ THE AHAH MOMENT: havas sports & entertainment IEG 2019 HIGHLIGHTS | 5
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    • Burger King is going back to what is quintessential

    to the brand in consumers’ heart to stand out in a competitive and saturated landscape • AB inBev Head of Consumer Connections is shifting gears to reflect the new experience-centric consumption era: from mass outreach and impressions to attention and engagement. • Esports is on a crusade to educate and shift perceptions • Technology and Millennials are changing traditional sports consumption • And more examples of brands who successfully blurred the lines: • Nationale Nederlanden • Museum of Ice Cream • Meow Wolf SNAPSHOT
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    KNOW WHAT IS QUINTESSENTIAL TO YOUR BRAND WORD OF WISDOM

    #1 Every category is competitive and budgets are not bottomless, to stand out you need to know what is quintessential to your brand… and always be aware that what’s big news for you is not always big news to your consumers. ” The full thought: The execution: the whopper detour BK mobile-ordering app LAUNCH: A big deal for BK. Not so ground- breaking for its consumers. When McDonald’s, Starbucks and so many other brands have done it already The answer: Build on what BK consumers are fond of – The Whopper – to drive traction to the app The campaign: Whopper Detour. Sending BK consumers to McDonald’s to order a Whopper “
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    CREATE GREAT BRIEFS AND LET THE IDEA GROW WORD OF

    WISDOM #2 From an experiential marketing idea to a nation-wide brand campaign, some ideas are worth fighting for when you know they are right for the brand and consumer. ” The full thought: The execution: the dogpper The brief: Launch BK home-delivery service The answer: an experiential idea. BK treated consumers with a dogpper together with their Home Delivery order building off of consumers’ love for their dog. Turned national Brand campaign: Striking the emotional cord with consumers and leveraging their unconditional love for the Whopper “
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    THE BIGGEST RISK IS NOT TO TAKE RISK WORD OF

    WISDOM #3 Media cycles are short and there is a permanent noise around consumers. The worst is to do nothing at all and be nowhere at all. ” The full thought: BK CMO illustrating short media cycles with last year news picks “
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    CONSUMERS ARE CUTTING THE (TV) CORD FOR EXPERIENCES STATE OF

    THE UNION 65MM (TV) cord cutters + cord never 94% On 2nd screen while watching TV 90% Have online ad blockers Consumers: EXPERIENCES ARE BETTER THAN THINGS THEY ARE THE NEW SOCIAL CURRENCY Media: EVERY YEAR GRPs COVER LESS PEOPLE Business: LIVE EVENT ATTENDANCE IS PREDICTED TO x5 IN THE NEXT 5 YEARS
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    ATTENTION is the new currency ENGAGEMENT is the new metric.

    ” BRANDS NEED TO SHIFT GEARS IMPLICATION FOR BRANDS • It is not about outreach and impressions anymore • It is about being part of these experiences • Sponsorships have the power to connect brands in a meaningful with way with consumers “
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    Be personal 5 TAKEAWAYS ON SPONSORSHIP | 4 BRAND CASES

    WORDS OF WISDOM Connect with Culture Be Hyper Local Create Conversation Have a producer mindset Busch Beer x Daytona 500 Bush beer celebrated its 40th year of sponsorship at Daytona with a memorable gift by turning Kevin Harvick's NASCAR into signed collector cans for its audience and fans. Budweiser x NBA Budweiser leveraged its partnership with the NBA and paid tribute to its athletes’ mums in order to connect with consumers around Mother’s Day Bud Light x NBA Bud Light turned Cleveland Browns’ misfortune into an opportunity by promising their fans free beer if their teams had a win. The brand entered the collective memoir and zeitgeist when the team won their first game in a long time. Bud Light OOH Bud Light turned OOH into a conversation driver with oversized projection of their Bud knight
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    • Esports fans median age is 28 • 69% of

    eSports fans are Millennials (18-34) • 5 out of 6 eSports fans are male • On avergae, eSports fans have 9% more disposable income than the typical American • Male vs. female split varies according to the games with League of Legends having one of largest female audience with 18% ESPORTS BY THE NUMBERS League of Legends World Championship 2018 had nearly 100 MILLION VIEWERS worldwide. About the same number of viewers as 2018 Super Bowl.
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    ESPORTS DEBUNKING THE MYTH OF THE “LONELY BASEMENT PLAYER” Jonathan

    Fatal1ty Wendel Former eSports player & entrepreneur Talks about the career opportunities in the field, his international experiences, partnerships deals and entrepreneur venture with ReadyUp – a LinkedIn for eSports players. Jeannail “Cuddle Core” Carter Pro eSports player Talks about her international, community experience in the eSports world and about her experience coaching a team during her latest tournament. Immortals Major eSports organization Talks about their vision as well as the inclusive and community values of e-sport – showcasing their events around girls empowerment in eSports.
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    ESPORTS IMPACTING TRADITIONAL SPORTS CONSUMPTION Deepen Parikh, Partner at Courtside

    Venture, introducing Jorge target profile Jorge is a millennial, gamers and traditional sports fan. He doesn’t just prefer participatory experiences. He expects it. Jorge wants an immersive sports streaming experience the way he’s grown accustom to on Twitch. “ ”
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    From a user standpoint: What they want to be: an

    interactive streaming experience. • Amazon XRay for sports gives users access to players’ stats and more • No programmatic principle, thus, allowing users to scroll back and forth, giving access anytime and as much as they want From a business standpoint: • Tackling the challenges of international rights • Facing property owners challenged with the risk of cannibalization between streaming and TV Consumers do not binge watch sports the same way they do with TV shows because of that live nature. Even though the platform is designed to give access anytime, sport still is very much live. James de Lorenzo, Amazon Head of Sports, on sport streaming consumption behaviors: ” “ AMAZON VIDEO ON THEIR SPORTS STREAMING STRATEGY: “WE ARE NOT TV ON INTERNET”
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    1.FOLLOW YOUR FANS
 They will follow you. B/R eco- system

    spans from app to social, live streaming and linear. 2.BE ALERT and react to news 3.MIRROR CULTURE not just the sport calendar 4.FUTURE BETS: Soccer and sports betting Bleacher Report strategic pillars: BLEACHER REPORT ON SPORTS CONSUMPTION AT LARGE Sports doesn’t end when the games ends: • 30% of B/R most engaged Instagram posts from 2018 off- court moments • 50% of in app engagements occur during the work day Fans follow goes through multiple mediums • 96% fans are using another device while watching live sports • 63% fans are using Instagram while watching live sports • 33% of fans ages 21-34 check the scores of other games while watching a game on TV
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    DRIVING ENGAGEMENT WITH INNOVATIVE PARTNERSHIP SUCCESS STORY OF A NON-ENDEMIC

    PARTNERSHIP Running ties back to vitality and health a key touchpoint for the insurance company, Nationale Nederlanden (NN), and is an entry point to interact more frequently and emotionally with their audience. Nationale Nederlanden launched its global running program in 2015, with the mission to change the face of the sport, winning several awards for their innovative approach to running. The starting point for us was to understand the runners’ journey to connect and drive engagement all along. “ Remco Barbier, Head of Branding, Nationale Nederlanden Running supporter NN placed screens along local races showing surprise cheering videos from friends and family to the runners. The program drove local audience engagement. Nike x NN running teams In 2017, Nike and NN initiated the first professional running team in the world with 60 athletes from 15 nations. The partnership drove earned media when Eliud Kipchoge broke the Marathon World Record in Berlin in 2018. Innovation A ‘smart medal’ with integrated near field technology: by holding the smart medal to the back of a mobile phone, a personalized running story is created, combining photo, video and running data. ”
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    MOIC: BRIDGING THE GAP BETWEEN IRL AND URL The Museum

    of Ice Cream has designed its space as a place for people to have fun and get together, anchored in analog and IRL. • The purpose of the space drove the crowd: MOIC is on a mission to unite the world through connection and imagination. • BUT URL made its fame through the share-ability of the experience. With tickets solding-out before every opening. • MOIC replicated the experience in their Ice Cream stores through a partnership with Target 4 locations: NY, LA, SF and Miami with a new concept opening soon… Stay tuned! SUCCESS STORY OF AN INSTA MUSEUM I don’t believe GenZ want instagrammable moments only, they want fun.. Manish Vora, Co-founder of Museum of Ice Cream “ ”
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    MEOW WOLF: THE POWER OF PURPOSE AND FOOT TRAFFIC TO

    DRIVE EARNED MEDIA SUCCESS STORY OF A PURPOSE-DRIVEN ART SPACE Meow Wolf started out of a passion and purpose: a passion for art and the purpose of creating a space that would be meaningful to their artists and the world around them. Their reputation organically grew from their physical footprint: a place where visitors could experience art like never before: touching, interacting, choosing their way in. Their purpose-driven model organically drove online conversation and earned media. 3 locations: Santa Fe; Las Vegas (2019); Denver (2020) It’s about quality eyeballs, not quantity eyeballs. “ Voice Kadlubeck, Co-founder of Meow Wolf ”
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