Whether we consciously think about it or not, things change when you enter a stadium. It could be your first game ever or the final home game of the season as a season ticket holder, but something happens when you walk through the gates. It could be the smell of hot dogs or freshly mowed grass. It could be the ambient sound of 20,000 of your closest friends milling about the concourse getting ready for tip-off. It could be the captivating power of LED ribbons and giant videoboards lighting up the building. It’s a sensory experience that takes over.
The live event changes us
It turns out that the live experience doesn’t just play to our five senses, it impacts our perceptions and behaviors, too. Research shows that the live fan becomes a different person when they enter the stadium, or at least a different version of themselves. What does this mean for advertisers? Purchase intent, social engagement, and brand alignment and recall all improve from before the event to after the event.
That’s what makes live sports such an incredible opportunity for brands to engage with key consumers. Those core concepts depicted in the infographic above – intent to purchase, engagement, and the ability to recall a brand message – are what brands strive to influence with each campaign. The audience that reacts on all three fronts is elusive, however, as they consume traditional media, like television, at lower-than-average rates. Being able to reach such an influential, powerful audience creates a much more efficient campaign with strong results.
Our network can make this easy
InStadium’s role is to make access to this high-value group easy and help bring breakthrough campaigns to life. Our network of more than 425 teams across 9 sports leagues can help deliver on those core concepts. One contract and one point of contact means turnkey programs with more efficient reach and spend. Our multi-channel approach utilizes video, audio, mobile, and social to leverage access to this superior and influential target: the live fan.