Most read: Lawrence Dallaglio on sport and brands' fitness
Writing exclusively for Marketing magazine, Rugby World Cup 2003 winner and BBH Sport founder Lawrence Dallaglio has taken a look at the sport’s power to build brands.
Looking at how advertisers have noticed the growth in popularity of sport transforming, or reaffirming, how brands are perceived, Dallaglio said: "They are keen to be swept up in the unique sense of occasion that sporting events can provide."
In order for brands to maximise on the 2015 Rugby World Cup – the third-biggest sporting event on the planet – he added that brands need to act like fans themselves. "Your customers are passionate about sport, and brands need to find an authentic role. The key is always to demonstrate knowledge and insight – you have to communicate credibly and do it at the right moment."
Chase the egg: Rugby World Cup 2015 and brands
Today marks day one of 44 days of rugby fever, and we are just hours away from the England team kicking off this year’s Rugby World Cup at Twickenham with their match against Fiji.
Brands have come out in their droves to celebrate the opening day of the tournament. MasterCard orchestrated a haka yesterday (17 September) in London’s Covent Garden, headed up by rugby star Jonah Lomu. And a giant rugby ball appeared to have crashed into Cardiff Castle early this morning, creating a social buzz via the hashtag #ballinthewall.
On social, the official Rugby World Cup Twitter account posted a GIF circulating a range of rugby-themed emojis for people to use (see below). Meanwhile, Paddy Power thinks everyone's an expert with this tweet and Google's rugby-themed doodle is making the rounds.
Take a look at Marketing's round-up of brands bringing their Rugby World Cup 2015 sponsorships to life.
It’s war: The battle between ad-blockers and media
"Ad-blockers have pitted publishers against their users," said Ben Barokas, the founder and chief executive of Sourcepoint and a former Google executive, at Dmexco this week.
As reported by Campaign’s Kate Magee, Barokas described the battle between ad-blockers and the media industry as "war". It comes 24 hours after the launch of Apple’s iOS 9 operating system, which allows developers to build apps that block ads in its internet browser, Safari.
He also highlighted that, in Germany, where Dmexco is taking place, three out of the top five downloads in the App Store are ad-blockers.
Barokas added that ad-blocking was "an extinction-level event" for publishers and the advertising industry, because it "kills content".
You can read Barokas’ full view on ad-blockers in Campaign’s article.
#SMWLDN 2015: Storytelling and real-time content
We’ve now reached the end of Social Media Week London 2015. What a blur of buzzwords and PowerPoint presentations. At the time of writing this, Samantha Edwards, Brand Republic’s community and social media editor, live tweeted via @BrandRepublic on Twitter from two speaker sessions on day five of the event.
Chris Shipman, content producer (social media and news) at the Royal Opera House, told us how as a brand it uses content to connect with its audience. "We have a very passionate, intelligent and engaged audience," he said. "They’re ready with their opinions on social."
Content marketing agency Seven hosted a speaker session called Content Marketing 3.0, which included a talk from its content strategist Lisa Moretti on the future of real-time content. Take a look at the Vine below to see what she thinks brands and marketers should be aware of.
Earlier in the week, Adam Etheridge and David Watson of video marketing agency Aspect highlighted six key ingredients to telling a good story on social, taking inspiration from the film industry. "Storytelling – there’s nothing new about it, it’s an ancient tradition," Etheridge explained. "But, in the last few years, it’s become such a buzzword and an important part of the marketing mix."
The pair highlighted a number of brands who have got this storytelling recipe correct, including Turkish Airlines’ "dreams" video and Coca-Cola Life’s parenting ad.
Coffee on tap: Reaction to Nescafé’s Tumblr move
Following the news that Nescafé would be moving its global and local websites on to Tumblr, Kieran Bass, strategy director at online agency Roast, said that, while it was a dramatic move, it actually made sense.
In a self-penned blog post on The Wall, Bass said: "The social blogging platform also doubles up as a CMS that’s both easy to use and customisable whilst offering direct integration into one of the fastest-growing social networks, particularly in the demographic – a younger generation of passionate coffee drinkers – that Nescafé wants to target."
But a word of caution from Bass before any brands started rushing over to sign up to Tumblr and shutting down their websites. "The execution of their content and, most importantly, their interactions with their community will ultimately decide the success of this move. Push too hard and the community will push back."
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