RSS feed Get our RSS feed

News by Topic

BizReport : Advertising archives : March 15, 2011

How to capitalize on event-centered content

Just over a month ago, US adults tuned in by the millions to watch the Super Bowl. This week marks another such event: the NCAA Men's Basketball Tournament, aka March Madness. More than 60 college teams will vie for the championship and will spawn thousands of news articles, blog posts, video clips and other content. What can brands do to be part of the content consumption?

by Kristina Knight

YSPorts.jpg"Consumers want more options for receiving news and updates about events such as the 2010 World Cup & Olympics than they have in the past in an engaging, user-friendly format when it's most convenient for them," Yahoo insiders tell BizReport. "They're mobile and want information while they're out and about. When home, they want to check for updates. Content-rich sites like Yahoo! Sports, the number one sports destination, offer brands opportunities to harness the power of digital storytelling and make a connection that lasts longer than a 15- or 30-second TV spot."

One example is Yahoo's partnership with K-Swiss during March Madness this year. The two brands are launching 'Tournageddon Yahoo! Tourney Pick 'Em 2011'; featuring HBO's Kenny Powers, users can engage with tournament brackets and get commentary about the upcoming games.

One tip about using this type of content: it's all about the relevance. Although brands don't have to be sports-related to capitalize on sporting events, it helps if the brand is in some way relevant to the demographic.

"If a brand wants to connect with fans in a meaningful way, the most important factor is working with a partner experienced in making emotional connections online through creativity," Yahoo tells us. "Yahoo! worked with HISTORY channel in advance of this year's Super Bowl on a campaign for their 'Only in America with Larry the Cable Guy,' which appealed to fans searching for Super Bowl-related content and engaged them with video clips and information about the series. This campaign worked because it offered the target audience engaging and relevant content."

Tags: content, content sponsorship, event marketing, K-Swiss, online content, online publishing, Yahoo Sports

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.