Those camera angles, stats, content, and bandwidth come at a price. For marketers, embedding their brand in relevant and must-have critical gameplay content and stats offers greater promotional value than placing a logo on a jersey or on the side of a sports car. With real-time, on-demand content, 5G creates a richer stadium experience and more impactful brand equity for sponsorship marketers.
Although the interaction options described above relate to the attendee experience in the stadium, 5G implementations – such as Super Bowl LVI – also offered users the ability to watch on a device from home. Using Pepsi’s Halftime app, users at home could see 360-degree coverage of the halftime show stage from three different angles, as well as watch videos of the main cast. Fans of the NBA, PGA, March Madness Live and other sports are already benefiting from personalized, real-time video.
Once participants see the value of the additional camera angles, close-ups and real-time player data, they will demand the same experience when watching sports from home. This will expand the marketing opportunities of 5G and the value of incorporating a marketer’s logo into player statistics and must-watch close-up replay videos. Marketers can measure the value of these activities using watch time and engagement metrics.
But that’s just the tip of the iceberg for marketers. By creating games and competitions around team and player data, marketers can create exciting opportunities around content that users will love. What brand wouldn’t want to be associated with a competition asking users to submit their team’s best game of the season? While users compete by offering their favorite games, brands benefit from interacting with a topic their users care about. Surely better than sending in two box tops for a branded t-shirt. The competitive nature of sport encourages high-engagement interactions that provide greater brand equity than when a logo appears as one of multiple ads on a content page or feed scroll.
And for the marketer lucky enough to sponsor a game that is decided in a split second, an associated replay runs across social media and video platforms, with the marketer’s logo prominently displayed.
With marketers constantly looking for the next big thing, 5G can offer marketers the opportunity to center their branding and sponsorship contests around content that users are genuinely passionate about. By placing a logo next to the 15-second video clip of the game sweepstakes, marketers will finally achieve what the Internet has promised since the 1990’s – active user engagement.