Getting a Greater Return on your Sponsorship Investments

July 8, 2016  |  Kevin Steltz

Recreation & Lifestyle  |  Thinking Big

Every year, power sport brands spend millions of dollars sponsoring big name athletes that will hopefully influence the perceptions and purchase decisions of their target audiences. But if you spend any time following their marketing or social media efforts, you’ll notice that they’re doing very little to capitalize on these investments. Where’s the exclusive behind-the-scenes footage that’ll drive engagement and advocacy? Where are the authentic product endorsements that’ll drive loyalty and convert new customers?

Where’s the content?

We get it. The old way of doing these things required massive production teams with tons of equipment and an excruciatingly slow and expensive timeline. But thanks to gadgets like GoPro, drone cameras, high-resolution smart phone cameras and high-quality portable editing software, we live in a much different world now. The barriers to content production have been lowered significantly and brands have an unprecedented opportunity to tell their own story, in their own ways and in real time.

Take, for example, what BVK has done for industry challenger brand Mystik Lubricants. As a brand that needed to increase its awareness and engagement among snowmobile enthusiasts, Mystik capitalized on the immediate opportunity to tell a story as it unfolded. In just 10 days, we created seven videos to correspond with snowmobile events at the X Games during the last week of January 2016. Shot, edited and posted in real time during the corresponding ESPN broadcast, the videos engaged viewers with unprecedented access to Mystik-sponsored riders and their compelling X Games journeys. Over the course of those 10 days, Mystik received 3.6 million visits to Facebook, 847,000 video views (matching the audience numbers for ESPN’s entire broadcast), and had 400,000 people engage and interact with the Mystik brand in ways traditional advertising and cumbersome productions wouldn’t have been able to match.

Who were the athletes?

Colten Moore — 6-time medalist (3 Golds) at Winter X-Games
Levi LaVallee — 10-time medalist (7 Golds) at Winter X-Games

Levi LaVallee & Colten Moore: True Competitors
This video launched days before X-Games as an announcement for Mystik’s X-Games coverage and an invitation for fans to follow along.

Colten Moore — Practice makes X-Games podium
This video gives a behind-the-scenes look at how a kid from Texas prepares for snowmobile’s biggest freestyle event.

Colten Moore — An athlete’s perspective at X-Games
This video provides viewers perspective on what it’s like for these athletes when they arrive at X-Games and encourages fans to engage in real time with them.

Questions & Answers with Colten & Levi at X-Games
This video brings these competitive athletes together in one room to show off their personalities and answer questions from their biggest fans.

To see the rest of the campaign, please visit the Mystik Lubricants YouTube channel.

Is your brand optimizing its sponsorship dollars through rich, real-time content production? If not,  you can learn more about how the BVK sponsorship management team or content studio can help you get a bigger return on your sponsorship or event budget here.

................................................

is a VP, Group Account Director & Planning at BVK

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