Consumers today are no longer ‘mere spectators’ no longer people who are just ‘watching a sport’… they are experiencing it! Brands have now discovered the real truth of marketing, that there is no better way to influence or connect with the consumer than by immersing him in the experience and pushing the messaging subtly. Thus, experiential marketing has become the need of the moment. It is about creating dynamic brand impressions instead of a steady push messaging format as seen traditionally. The amplified action, music, connection, stirring of emotions and the collective sighs have a deep impact with a consumer than any print ad or TVC. In the Indian context, 2014 was a defining year where a multitude of leagues were born. Cricket was no more the ONLY sport and other sports such as tennis, football, golf and kabaddi gained popularity with the masses.
Secondly the entry of international and iconic sporting brands like NBA, Manchester United, Chelsea etc. has seen a rising affinity in India. To create the right connect several BTL initiatives and competitive matches that offer lucrative prizes are being held. This has proven to be a game changer as sports has expanded both vertically and horizontally.
Thirdly with the help of experiential zones and grassroots reach, sports like kabaddi and badminton have now gained massive popularity. Smart packaging by broadcasters like Star has openly helped push this message out more effectively.
Running is no more an ‘evening activity’ but a serious sport – from marathons it has moved to the bottom of the pyramid with events like ‘Hunt For The Fastest Indian’. The competitive spirit combined with brand messaging creates a smorgasbord of experiences for the viewer that drives a more participatory drive than a spectator drive.
Soccer is now the second most watched sport in India and has many big names playing in India. The in-stadia experiences, fan parks, experience zones for teams on-ground and even merchandise form a very important part of the experience. Collaterals for spectators form a huge business for brands and sponsors alike. Meet and greet with stars, fan parks like the ones for IPL (Hyundai and Samsung sponsored these which saw a great turn-out) are great activities to engage the consumer through a memorable way.
Red Bull does some of the strongest experiential marketing experiences like the Chris Pfeiffer tour in India that was held across 10 cities and mobilized many through some great stunts and visual treats to push in the brand message. From kite-surfing to snow-boarding they have done many a sporting experiential activities all over India, the latest being soccer.
Government events like the Commonwealth Games etc. are also becoming more structured, bigger and professionally organized. National Games which earlier usually flew under the radar of most sporting enthusiasts, now have a battalion of managers and event companies fighting to deliver flamboyant opening and closing ceremonies. Brands are also now opening up to this opportunity and queuing up to engage with consumers at yet another level.
Another good example is F1. The experiential zones for fans, meet and greets, sponsor integrations are huge money-spinners for BTL agencies. Brands in turn get sizeable airtime and spectator mileage like in the case of Tag Heuer.
The next big trend is about mobilizing corporates through competitive sports like Tennis/ Hockey and even Golf. The Economic Times Golf Challenge, Signature Club Golf, etc. are unique examples of how niche sports also has been able to create great traction for brands through involvement and stirring the right emotions.
Even sports like polo that have been around forever have now got big brands sponsoring them and in doing so, infusing more money that makes the sport grow. Brands on the back of these sponsorships spend monies activating these sponsorships and organize events that both enthrall and engage consumers in a more meaningful manner.
In conclusion, sports are all about mobilizing emotions. This fervor can be captured and channelized most effectively through experiential marketing and as we move to a more systematized sporting eco-system, this trend is only going to be on a rise!
About the Author
Vidur Patney is the National Director for Experiential Marketing at Maxus India, a part of GroupM and WPP global network of media agencies.
Twitter- @Vidurpatney
