4 things we found out about brands giving rewards during sports events
When it comes to major events, big and small brands see it as an opportunity to promote themselves in an engaging offering. This is mainly due to the fact that so many millions of people tune in to the event. As a result brands tend to run promotions around the sporting event with reward offerings for their customers.
We’ve analysed a particular segment of brand marketing based on linking your message to an ‘emotional’ trigger during the event itself. If used correctly a very powerful and engaging tool.
“To succeed in business you need to be original, but you also need to understand what your customers want.” — Richard Branson
We analysed over 20 case studies and additional public data and summarised a few key findings below.
Rewards are linked to an emotional trigger for the fan
We have seen Curry’s run a promotion around sporting events by offering their customers the chance to win £10 cash for every goal scored by the customer’s selected team. These kinds of offers jump on the emotional connection that already exists between a fan and their football club; thus strengthening the emotional ties with the customer and the brand presenting the offer.
No one remembers that ’10% discount’ they got on their new TV, but getting a decent reward because the team you support won the game or scored an amount of a goals is a memorable one.
Sports are all filled with passion and emotion and it’s this kind of offering that really connects the brand with their customer.
This is global!
Companies from all over the globe have run promotions around sporting events in their home countries as well as in other markets. We have seen Guinness run a promotion in South Africa around football, where under each bottle there was a score relating to a match, if the end result matched that the score you found under your bottle cap, you would have won. Guinness went out of their way to make their brand the ‘Taste of Football’.
Best Buy or Hyundai have run similar promotions around the Football World Cup. Best Buy ran a campaign around England winning the World Cup; if England did win, the customer would have received cashback on their newly acquired TV.
Hyundai on the other hand ran a promotion around the Korea 2002 World Cup, to support their position as the main sponsor of the event; this kind of promotion generated a lot of engagement.
The promotion was run around the Korean team reaching the Quarter-finals of the World Cup; Hyundai’s sales increased heavily during this promotion and justified their costs.
A similar promotion was also run in the US, where two Austen, Texas Ashley Furniture stores offered a sweet deal to college football fans: correctly predict the score of the Texas v Alabama championship game and earn a 100% rebate on furniture.
The companies who have run these promotions are not limited to a particular industry or country. The Dutch mail order company, Neckermann B.V., created a promotion around the Euro 2008 football tournament in Austria and Switzerland. Customers had the chance to win money back on their online orders by correctly predicting the number of goals scored during the tournament.
Brands offering all kinds of products and services want to do this
These kinds of promotions as mentioned above are applied in different industries and all seem to have a beneficial effect for the company. The main aim usually being to increase sales or brand awareness; the fact that the campaign brings an emotional element into the mix is definitely one of the reasons for its lasting effect.
Football clubs, Electronic stores, automobile companies, breweries and even cable broadband providers have all offered these kinds of offers to their customers. There are many other industries, too many to mention them all, however this just illustrates the adaptability and highly effective nature of rewarding customers around sports events.
Brands face 4 big challenges to execute
After reviewing over 20 case studies we found that 4 challenges are common when launching and executing reward based campaigns:
1. Big brands need to plan 3- 6 months ahead and require their team to build an ad-hoc campaign with a large opportunity cost
2. Process for customers opting in is usually cumbersome
3. When it comes to rewarding customers brands find the process difficult
4. There is greater risk when running this kind of promotion without assistance from a provider of such offers
This study was conducted by DiscountIF with collaboration from partners such as Siepe Sports, Home Marketing Agency, PIMS SCA and others.
DiscountIF specialise in software solutions that enables brands to easily create long term engagement with their customers.