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Verizon revamps sports strategy, works with Paige Bueckers and NIL athletes - adtechsolutions

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Verizon revamps sports strategy, works with Paige Bueckers and NIL athletes


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Over the past year, marketers have been shelling out dollars for exposure in sports, the supposed last bastion of monocultural moments and opportunities to get ads in front of massive audiences. It happened to increase in interest in non-conventional sports such as cucumber and women’s sports. Streaming platforms like Netflix has made a big bet on live sports hoping to bring in more money from advertisers. Finally, since the National Collegiate Athletic Association (NCAA) approved its Name, Image and Likeness (NIL) policy in 2021, the lines between influencers and athletes are becoming increasingly blurred.

This means that it is increasingly difficult for brands to stand out from one another as more and more advertisers flock to the space. That’s true even for a brand as big as Verizon, according to Nick Kelly, Verizon’s vice president of partnerships. “We have to find something we can own,” Kelly told Digiday.

In this episode of the podcast, Kelly sits down with co-host Kimeko McCoy, chief marketing reporter at Digiday, to talk about her revamped sports marketing strategy, getting into the NIL trades and this year’s Super Bowl plans.

This conversation has been slightly edited for clarity.

Breathtaking offers NIL

For almost a year and a half, we have been trying to figure out what our path is that is authentic and can make a difference. We really struggled with the fact that there are a lot of brands that have gone and sponsored women’s leagues and teams. They all do the same thing. For us, it was more about wanting to tell stories and allow athletes to go out and do whatever they enjoy.

Partnership with women’s basketball star Paige Bueckers

We haven’t necessarily been silent, but we’ve been working with her team for six months now. Paige is in for some big moments this year. They will participate in the NCAA tournament. He’ll likely be the No. 1 pick in the draft. How do we show up together in a meaningful way as opposed to what we talked about before, “Hey, we have an iPhone campaign. I need you to write it a few times.”

It’s much more like “I know what your plan looks like.” This is brand association and empowerment for us, and these are the types of people we want to work with. It’s a slow process. I will say that Paige is unique in that she has a great support system as one of the best NIL athletes in the country. But we also worked with many local NIL athletes.

Measuring success from international stars to local athletes

Our actual ability to see the value of local NIL activation is much greater than some of these national things because it’s usually a very specific call to action. Our ability to track that much more in real time, and that’s where we’re starting to see, for us in the summer and fall as we expand the campaign locally and everywhere else, is extremely important.

Super Bowl plans

The goal is: How do I resonate in all 30 key local DMAs [designated marketing areas] in NFL cities we had to activate locally. That’s really where we got to the point of creating the Verizon Super Bowl FanFest, which is 30 concurrent parties in 30 markets.

On the one hand, we can meaningfully intervene in the loyalty game, and on the other, bring in new customers.

https://digiday.com/?p=565935



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