Are you looking to create new sponsorship opportunities that drive incremental revenue for your event—and generate innovative value props for your partners? Check out what the organizer of the largest tennis tournament in the U.S. did at its event last month.
Anyone that used the hashtag #usopen or any of the three social media partners' hashtags—Chase’s #chasereview, Esurance’s #advantage and Xerox’s #whyilovetennis—could see their comments, posts and pictures on the massive LED display unit.
The strategic placement provided great exposure for the partners, plus this interactive experience directly connected fans with sponsors, especially via above-the-line sponsor activations.
For example, Chase activated its sponsorship with a promotion that encouraged fans to tweet a photo of their reactions to what was happening on the court (for example, a "smash," an "ace" or a "winner") to be featured on the social media wall and have a chance to win courtside tickets for the 2014 U.S. Open and a check for $1,500.
The three U.S. Open social media wall partners each received a 3-minute rotation on the wall that showcased fan-generated and sponsor-branded content connected to a unique hashtag and activation. Each rotation was also supported by #usopen for the fan-generated window of the rotation, which lasted 2 minutes and 30 seconds.
Consider combining digital signage and social media to create new opportunities to drive sponsor-attendee engagement. Also, collaborate with sponsors to activate sponsorships through above-the-line activities as this can enhance value for all parties: the event, the sponsors and the attendees.
Cristopher Levy runs Encore Media Partners, an audience strategy, marketing and media buying agency, which specializes in “live” exhibitions and events. Connect with him on LinkedIn or at email@example.com.