the company you keep ® 1 in the game advertising strategy enhancing the brands visibility and...
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The Company You Keep®
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“In The Game” Advertising Strategy
Enhancing the Brand’s Visibility and Perception
Chris SorgieCVP, Corporate Communications
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The average American is exposed to more
than 600 advertising messages per day.*
*Source: The Nielsen Co.
• Broadcast primetime viewership declines.
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-8%
2010 vs.
2009
• Sports TV viewing increases.
+16%
2010vs.
2009
Source: TargetCast tcm analysis of data from The Nielsen Co.
America loves watching sports
A25-54 Program Live RatingsDate Range:1/1/2009 - 12/31/2009 for CY'091/1/2010 - 12/31/2010 for CY'10
Sports Advertising Spend Soars
• Insurance category was the fifth-biggest with $528 million in 2010.
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+30%
2010vs.
2009
• Top 50 advertisers spent $6.6 billion on sports advertising in 2010.
+27%
2010vs.
2009
Source: SportsBusiness Journal analysis of data from The Nielsen Co.
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• Break through the clutter• Competitive environment• Limited budget
New York Life Advertising Challenges
Opportunity: In-Game Brand Integrations
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• Sports programming is watched live by 97% of the viewing audience.
• NYL branded features and signage appears within live game action.
• Added benefit of bonus exposure on sports highlight shows.
• Primetime shows rank amongst the ‘most DVR’d’ content.
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Brand Integrations During Live Sports
*Source: Nielsent TV ratings
**Source: COMCAST TV Pulse Survey 2010
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“In the Game” Strategy
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“In the Game” Strategy
“In the Game” Strategy includes:
• Big East Tournament
• SEC Football on CBS
• BYU and Utah Double Coverage feature
• Hockey overtime
• Safe and Secure baseball features
• UConn Men’s and Women’s Basketball
• Little League
• New York Life Protection Index
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New York Life’s Big East Title Sponsorship
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New York Life Cube Toss Challenge
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NYL SEC Football First Down Marker
• SEC Football on CBS – The #1 NCAA Football conference.
• New York Life logo is superimposed on the field along side the 1st down marker 4 times each game including the SEC Championship game.
• This is the first time CBS allowed an advertiser to digitally insert their logo inside live game coverage.
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Play Video Clip
Utah and BYU Double Coverage Sponsorship
• Entitlement of Double Coverage in-game feature during all Utah & BYU Foot Ball games on Mountain West Network
• In-game billboard and sponsor message
• Utah Challenge college scholarship
NY RangersNY Islanders
NHL OT Sponsorship: 7 teams & NHL Network
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NJ Devils
Play Video Clip
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He’s Safe at 2nd, Safe and Secure, New York Life
Safe & Secure MLB Features
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Expanding Safe and Secure Lexicon
• ESPN.com used the Safe and Secure language as a photo caption after Shane Victorino slid safely at home
• The San Francisco Chronicle used the Safe and Secure language in a headline when Buster Posey scored winning run.
• Center Court Logos• TV Visible Signage
New York Life Sponsorship of UConn Basketball
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• Presenting Sponsor of Record Breaking Game• UConn Women sets NCAA Record with 89 Consecutive Wins
New York Life Sponsorship of UConn Basketball
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Activation – Record Breaking Game
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• UConn Men win NCAA Tournament
New York Life Sponsorship of UConn Basketball
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Little League Sponsorship
• National Coverage– World Series on TV– Ad in Magazine– Signage– On-line
• Local Sponsorship– Over 125 leagues:– Child ID program – Field Signs– Logo on Uniforms– Social Media– E-mail & Newsletters
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Little League Sponsorship Activation
What is the New York Life Protection Index?
• The authoritative measure of a team’s aptitude in pass protection.
•Created by sports information leader STATS.
•Statistic is comprised of passing yards, sacks, hurries, knockdowns and penalties by the offensive linemen.
• Team rankings are updated weekly throughout the regular season.
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New York Life Protection Index Goals
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• To increase brand awareness among NFL fans.
• Deliver NYL “protection” message.
• Generate earned media.
• Provide engaging platform for social media.
• Generate leads
National/Local Media Coverage
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Next Steps: Personal Protection Index
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Brand Integrations: Radio City Christmas Spectacular
• Gift Box logo is integrated into the Time Square Scene of the Radio City Christmas Spectacular.
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Summary
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• High impact and innovative
• Delivered relevant messages
• Reached an engaged audience
• Bonus impressions
• Positive feedback from agents and managers
• Opportunities for activation and lead generation
• Helped lift unaided brand awareness, improved brand perception and increased purchase consideration
Q & A
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