O SlideShare utiliza cookies para otimizar a funcionalidade e o desempenho do site, assim como para apresentar publicidade mais relevante aos nossos usuários. Se você continuar a navegar o site, você aceita o uso de cookies. Leia nosso Contrato do Usuário e nossa Política de Privacidade.
O SlideShare utiliza cookies para otimizar a funcionalidade e o desempenho do site, assim como para apresentar publicidade mais relevante aos nossos usuários. Se você continuar a utilizar o site, você aceita o uso de cookies. Leia nossa Política de Privacidade e nosso Contrato do Usuário para obter mais detalhes.
Where is this year’s mobile battleground? Will virtual reality become mainstream? Who will be catalysts of change? Let’s explore with Leo Burnett London’s annual predictions — a collection of thoughts about future trends of 2016.
Oh, hi there. Welcome to Leo Burnett London's 2016 Predictions.
Yeah, yeah, it's yet another set of things to look out for next year, just like you're
seeing from every other agency, trend house, newspaper, blah. So why should
you read this one?
Well, what's interesting about ours (we think) is the element of diversity and
discussion. We've taken a set of forward-looking ideas from a variety of people
within the agency, as well as one of our affiliate trend nerds, to compare and
contrast. Three of them, for example, came up with Virtual Reality as a big
thing for next year — although you'll note that some are rather less enthused
about it than others. It's a mixed bag.
So, we're starting it all off with a handful of ideas from the humming colossus of
our Planning department. Then we're taking an outsider view, courtesy of our
chums at Canvas8. After that, it's back into Kensington Village for some
thoughts from our Retail experts. And to wrap it all up, we asked for some
sparkle from the Sponsorship department. Lots to enjoy there.
We've artfully distilled it all down into shot glass-size measures for you too -
it's the pan—denominationa| gifting season, you don't want to be trawling
through reams of lifeless data and convoluted neologisms. Absorb a few ideas,
then pop off to bother some holly or poke about in a mince pie, go on.
We sincerely hope you find this collection of thoughts interesting — and,
indeed, useful. Keep an eye on reality through 2016 to see it all come true!
Sen/ or Know/ edge Eo’/ ‘tor, Leo Burnett London
PLANNING AND FUTURES
BRANDS WILL FLOCK TO MESSAGING PLATFORMS
Messaging platforms will see a branded explosion in 2016 as companies race to
be seen where consumers are spending their time. The key to success on these
new, often one-to-one, platforms will be the additional value brands bring to the
table as they provide more personalised customer experiences.
China is leading the way in terms of platform functionality with WeChat, but the
proliferation of Slack integrations proves the West is ready for more immersive —
this time light—touch — platform functionality once again. The real game-
changing moment will occur when
Facebook successfully roles out
its AI ‘M’ and teens start using it
as their personal assistant. While
E-7;}: -ny»1:I: ﬁI4.. o-';7;, Eniv. v:i: .E5~.7x.
older consumers will be slow to
adopt an Al assistant, teens will
see it as the perfect companion
to their digital lifestyle and start
using it for everything.
THIS YEAR’S KILLER
APP WILL BE YOUR
Most people agree that the war for attention is being waged on mobile; the
question is where the battles are now going to be fought. Research suggests
most people don’t use more than a few apps regularly, so simply being on
someone’s home screen won't be enough for brands to stay top-of—mind. The
mobile battleground in 20i6 will be the lock screen, as everyone will want
their notification cards to be the ones that you see. The most difficult part of
notifications is getting the frequency correct as no one wants to be
bombarded by undesired intrusions. 2016 will see an explosion of notification
aggregators led by Facebook as it rolls out its Notify app worldwide. While
most people will enjoy the correct amount of low friction notifications, privacy
groups will ask
Serious questions about L‘ Sunny today. It's currently 3*‘; the
whether algorithms SITOUICI be high Willbe-110_
controlling what pieces of
information we receive, and if
we need the equivalent to a Net
Neutrality for incoming » lliw i. ii» ,1
communications to keep paid MCDOna| d'S
advertorial at bay.
VIRTUAL REALITY ARRIVES
BUT IS LET DOWN BY THE
Rarely has a product that is still
in prototype generated as much
hype as Virtual Reality. 2016 is
the year when consumers will finally get their hands on the next generation of
VR as all of the major manufactures are releasing their first mass market
products. While gamers will fall in love with the immersion and will never look
back, regular consumers won't understand what the hype is about. Innovative
brands will try
to ride the hype cycle and produce some fantastic out of home experiences —
winning a Cannes Lion along the way — but non—gamer content will fail to
capture people's attention for more than a few minutes. Despite shipping several
million units, low overall market penetration won't offer enough financial
for more than a few experimental filmmakers to explore what's really possible,
meaning VR will stay a niche curiosity for at least another year.
BEACONS WILL GUIDE CONSUMERS LIVES
Beacon technology has shown promise for a few years now, but to date most
consumers haven't seen the advantage of using the technology for a limited in-
store experience or a few extra pounds off their purchase. With a more
2- ’ 1» ‘
w I’O‘. '§’§=
“—‘ . ,« EH7:
l - . _
Bluetooth on the roadmap for next year, and the proliferation of Bluetooth
enabled devices, the stage is set to actually do some useful things with the
technology. Experiments around wayfinding for people with disabilities or
foreign language speakers will capture people's imagination, but the technology
really come into its own with Bluetooth tickets and the further adoption payment
systems. Beacon—enabled queue—jumping will make consumers feel like rock stars
as they speed past long lines of people waiting for admission, but it's simplified
payment systems replacing cash or card transactions that will truly tip the scales.
Apple Pay is already winning people over around the world and once enough
small businesses get on board there'll be no going back. Once payments have
well and truly opened the beacon doors, consumers will finally be ready to see
the guiding light and brands will finally be able to do the | ocation—specific
targeting they’ve been salivating over for years.
ESPORTS WILL MOVE MAINSTREAM
With video games now being played by seemingly everyone, 20i6 will see
eSports taking their rightful place in mainstream popular culture. 2014 was a
record year for eSports with the League of Legends Championship drawing
an online audience of 27 million viewers (as a point of reference the
combined TV viewership for the NBA finals and the World Series was 29.3m
people); this explosive growth has
led to eSports stadiums
being created around the
world — including London
— along with a number of
huge gaming celebrities. In
20l6 brands will harness
this massive star power by
signing eSports biggest
stars to endorsement
deals similar to that of
traditional athletes and
start to use them in their
Futures Director, Leo Burnett London
ESCAPE FROM. .. EVERYTHING
Austerity. Bad news. Overcrowding. Stress. Strikes. Terrorism. War. Again.
Modern life is hard. Sure, not middle ages / pestilence hard, but the last twelve
months have done little to distract us from the growing climate of fear and
As a result, people want out — and brands will be happy to help. In 20i6
retailers will increasingly offer people the opportunity to unwind and escape
from the everyday hustle and bustle. Celestine Eleven is bringing spirituality to
the high street with its hybrid spa, Chanel have launched a day spa at The Ritz,
and John Lewis have opened an in—store spa for weary shoppers,
. -7:. ‘ 32.: .'. v .
Taking time out is also at the heart of Walkonomics, an app that encourages
users to take the long way round, soak up a little nature and see their
environment through fresh eyes. And with the majority of the world living in
cities, which dramatically increase the risk of anxiety and mood disorders, a little
escapism can be good for our businesses and our health. Escapism might not be
new, but it is more and more relevant.
Not Napoleon. Children. These Alpha Achievers are optimising their leisure
time with extracurriculars, internships, volunteering and goodly fashioned hard
work, and showing some of the grown-ups how it should, or could, be done.
Why are they becoming role models? Well, on one hand they're still too young
to have done anything really bad, but on the other hand they're also
harnessing youthful optimism to give themselves the best chance of success.
They are pragmatic and are prepared to make changes when necessary — such
as leaving social media when they see it becoming overwhelming. This
probably explains why the average number of friends that teens have on
Facebook has fallen to a more realistic i45.
This is a generation that is already planning for tomorrow, today. Just look at the
numbers of little people flocking through the gates at Kidzania to look at life in
the real world, understand the importance of teamwork and learn about the
value of money.
And these little leaders are inspiring adults as well as kids. Nobel prize-
winning teenager Malala Yousafzai is a fantastic example of what young
people can achieve with bravery and conviction.
So what does this mean for brands in 20i6? Stop treating them like kids and
give them the respect they deserve. After all, they're earning it.
ARE YOU TALKING TO ME?
Brands and consumers have become closer, and with many brands now an
integral part of our daily lives and routines, it's time to do away with the
awkwardness and stiff formality that still frames many brand interactions.
Juno, named after a Roman goddess, promises to be the first bank you'll ever
love and, with a distinctly human feel, aims to be everything the likes of
Barclays and HSBC aren't. Thinx is addressing the embarrassment surrounding
‘feminine hygiene’ and has decided to break the taboo and hushed tones that
normally accompany that time of the month. While Hello is ditching the shame
that is so often associated with personal care and engaging consumers with
friendly, fun products that people are happy to put on display.
In 20i6 brands will
continue to subvert the
UNDERWEAR established and the
F 0 R ___°; _‘; 'fl_‘ expected, and adapt their
/ tone of voice to speak to
WOM E N people in a more
, WIT H contemporary manner.
P E RIO D S
<l _. '
he| |othinx. com
Next year will see the continued expectation for perfection. As Canvas8 expert
and author of Mass Customisation Joe Pine succinctly puts it, "Customers
don't want choice. They want exactly what they want. "
I ~' ‘ . *’7'”»': i.. 6.}
, . . ‘ L , , . , i. ,,
‘. ‘"5’ ‘IE
‘v- . '.‘~: s '~‘_‘r~; Ii
. :‘I'ji" _ i-‘- ‘K
, KIEZKAUFHAUS ’ . sh . ~
I Iokal Ilmm Iamn
The criteria for choosing which brand to engage with has grown significantly
more complex, but consumers are becoming fatigued with decision making. It's
part of the reason we're increasingly willing to give agency to machines to take
on those mundane tasks. In 20l6 people will gravitate towards the brands that
make our decisions easy.
Want to consume ethically but can't resist the latest fashion? Not a problem.
H&M's Close The Loop capsule collection, made from recycled materials
collected over the previous two years, allows shoppers to indulge themselves
gui| t—free. Want a deal that suits you, not the deal that happens to be on?
Waitrose's Pick Your Own Offers Scheme has got you covered. Need that
product now but feel guilty about same—day delivery? German online retailer
Kiezkaufhaus employ senior citizens to deliver local produce to residents in the
city of Wiesbaden.
Customers don't pay more money and, vitally, there's no logistical difference
to spending on Amazon. You just get to feel better about it.
It's about having your cake and eating it too. And the really good news? A
quarter of consumers are willing to pay more for products that have been
customised and more than half will pay extra for products made by brands
committed to making a positive environmental impact.
WHERE THE WILD THINGS ARE
Today, 54% of the world's population live in urban areas. And the trend for living
in the big smoke shows no sign of abating. Even Boomers are heading back to
the bright lights, while children are disconnected from the natural world like
never before with as little as 10% of kids in the UK playing in natural spaces.
But as the natural world begins to vanish from view, crowded out by the
synthetic, the man—made and the artificial, we're realising that we might just miss
it. As Joni Mitchell sang, you don't know what you've got till it's gone. And with
the ever looming shadow of stress impacting life in the city the benefits of ‘green
exercise’ are becoming more apparent.
With the word ‘natural’ splashed all over any product to which you can affix a
label, cynical consumers have seen through the emptiness. So in 2016 we'll see
a renewed determination to 'rewi| d' and people will embrace bacteria, body
hair, native fauna, subnatural, raw, unprocessed and everything great-
People will share anything. Ideas, feelings, photos. Endless streams of
consciousness that we're convinced others will be interested in. With the
default setting for life firmly set to ‘open’, consumers increasingly expect the
same from brands - and in 2016 we can expect the floodgates to swing wide
The retailer Everlane is a leader in the open field and, in the interests of honesty,
the brand from whom we stole the term ‘radical transparency’. They list
everything from the profit they make to the provenance of their buttons to the
name of their factory manager. And it's working - their sales have grown 200%
Brands don't need to reveal all though. Sometimes consumers just want their
fears allayed. McDonald's opened up about their products with the ‘Our Food,
Your Questions’ campaign and answered 20,000 questions about their food
and operations. The results? Consumer trust in the brand soaring by 60%.
And it's not just high street brands that are opening themselves up. The
workplace is becoming clearer as platforms such as Glassdoor and | nHerSight
allow potential employees to find out what really goes on behind closed doors.
While Slack's mission is to promote a more collaborative and trusting work
environment by making all communications open.
Brands can no longer hide, and empowered consumers will hunt out the truth
— three quarters of Gen Y shoppers research a brand before they buy. In 2016,
offering up secrets and allowing customers a peek inside will become a smart
way to build trust and secure long-term loyalty.
': Rniiuom :
. > K ASK ’ iﬁhl
1. an cm: -;(»: iL5
. , , , .
« : ~. v JACOB z. ' v ARES
‘(II vi I“"A"4 ‘ - Y r H -« ‘ "A" he-iikvx 2‘. c. i«~1
“Du you pin siiigai Ill yum “WHAT IS IN YOUR
, , lylcllappy lleals'(" BEEF"
ul-Llxm . l -is
~ ANDREW P. _ 5' ' ASHLEY I. ‘ i JENNIFER H.
». -.c. ...4.. .u. .s " ~ _ ’H"lC¢Ijd7, IE(lI(id 71 ; .. - 1:‘ . «. ,.. ~
what spmm Ingxtdnenu are In yam
mson= d<i~. i<y= n breun‘ opposed
m regular uneven brush? ‘
“'xlI mg Canniiun McDonald: pail! l
supply be Inrluded In the 10 yenrplnn
m yhas: nu! gutntmn tutu? " much ul yo I11 loud"
ii. ” i, rm. ‘ . r.
7 ’ ‘rm ‘ ‘
l CHARLES s. -'_ LILLY R. ~71 El" "2.
. is ~. .c. ... .—. .m . , _
— —"~n. ..«mi
. ilw: r.
‘. .'I| )' .10 W. |xlIi‘|0'. 'a'9 M.
2016 PREDICT IONS FOR RETAIL AND SHOPPER MARKETING
2016 is set to become a tipping point year where innovations, ideas and
technologies that have previously seemed niche will enter the mainstream.
Consumer expectations will soar and patience will run out for the brands
and retailers that can't keep up.
So how will things shape up in 2016? Here are our top 5 predictions. ...
1. SOCIAL, E-COMMERCE AND MOBILE WILL BLEND SEAMLESSLY
2015 saw the first tentative steps into social commerce made by some of the
well—known platforms. Throughout 2016 we expect to see momentum build as
mobile, social and e—commerce become more integrated. Social shopping will
with the increased
use of mobile (tablet
fuelling the trend.
As marketers create
their own editorial
H3 ’ :
and video content :7“
in order to capture
attention online, they'll . K / i// '.
also seek ways to _)_
nudge people from
reading and watching
into buying mode. -— u-A. -..
Pinterest is particularly
well placed for
the commercialisation of curated collections, effortlessly moving people from
browsing to shopping with their ‘buyable pins’. Brands such as Sephora and
Kate Spade have already jumped on board and in 2016 we'll see integration
with apps and e commerce offerings make this behaviour mainstream. In the
future our most favoured social platforms will become commerce centres,
ready for an explosion of online wish listing in Christmas 2016.
2. THE BIG 4 AS WE
We KNOW THEM WILL
' CEASE TO EXIST
The UK grocery sector is
dominance of the Big 4 is
a given. The popularity of
convenience, online and
discounter channels will
grow throughout 2016,
leading to a significant shift
in the retail landscape.
Morrison's recently fell out
of the FTSE 100, something
which would not have seemed possible this time last year. So what could
happen in 2016? We expect shoppers to take a ‘pick & mix’ approach to grocery,
convenience will be the key driver shaping our habits. Amazon Fresh will start
to make an impact and the discounters will continue to grow, complemented by
premium grocery (M&S Food / Waitrose) which remains largely untouched. The
Big 4 will continue to bear the brunt of our changing shopping habits; how they
adapt in 2016 will set the scene for the future and by the end of 2016 we expect
to see the grocery sector fragmented even further.
3. HOW ABOUT SOME ME TIME IN 2016?
The Internet of Me is revealing itself to be far more useful than the Internet
of Things ever was. Rather than the connection of devices, this is about
interconnectivity shaped around us. Wearable tech and mobile devices are set
to make our lives easier by learning our daily routines and habits, anticipating
our behaviour and providing highly personalized, attentive and predictive
responses. The IoMe will know what you're up to; a camping weekend away or
a dinner party at home — it will know your previous behaviours and start to
compile lists, make suggestions and buy supplies in preparation. Maybe a new
wine is on offer or it will see that a cold snap is predicted and suggest a change
of plan to suit.
Technology that allows accurate reading of heartbeats and facial expressions will
become more widely used in retail. State—of—the—art technology is being
developed that can analyse a pilot's brainwaves to adjust the amount of data
they're viewing to balance out stress levels, and this indicates a future where
messages will be adapted to our circumstances, measured at granular, biological
4. BIG DATA WILL MAKE A BIG IMPACT
New tools are coming to the marketplace that make mining and managing data
easier. Throughout 2016 we'll see big data informing marketing decisions and
influencing shopper behaviour. The means to analyse outputs will become more
accessible and we will see widespread use. Highly personalised communication will
be the expectation in 2016 — customised landing pages, taiIor—made discounts and
promotions, easiIy—accessibIe shopping baskets and the automatic display of
related recommended products for customers.
The back end of retailing is going to
benefit too: using smart sensors and
connections, low stock levels will be
detected and replenished, inventory
tracked, data collected and insights
gathered. This revolution in the way that
retailers operate has one key benefit for
shoppers — in 2016 the shift in effort will
focus on customer experience.
5. VIRTUAL REALITY WILL ENTER THE MAINSTREAM
Up until now 3D technology has largely been the territory of gamers, we believe
VR will continue to evolve and adapt to the mainstream in 2016. Many new VR
and AR headsets are due to be launched in 2016, including Facebook's Oculus
Rift, set to offer a truly immersive experience thanks to the inclusion of hand
controls. VR opens up a huge spectrum of opportunities, cooking tutorials, virtual
tours of cultural space, virtual theme parks and historical experiences.
VR also has the potential to become a truly useful part of the retail experience,
playing a key role at the reassurance stage of the buying cycle. We will be able to
virtually test drive anything in an immersive, instructed and interactive way.
Thomas Cook has already adopted VR, showcasing resorts and hotels; the
automotive industry is following, BMW and Lexus offer virtual test drives. In 2016
we expect to see VR used for property tours and for immersive experiences in
the charity sector as well as demonstrating provenance and integrity of
ingredients, especially in the luxury sector.
Of course, in a world of new and exciting tech trends it's easy to get carried
away. The factor that unifies innovation is creativity — tech innovation is no
substitute for great customer experience. In 2016 the focus will be shoppers,
and the winners will be those that can form meaningful and personal
connections with their customers.
. n I.
ll r_ r Itlnlla .
v I . .
' n I ll .
I I . .
I I .
.. I . I II.
. . . p
SPONSORSHIP PREDICT IONS 2016
2016 is bound to be another exciting year in the sponsorship industry, with
England, Wales and Northern Ireland attending UEFA EURO 2016 in France and
Team GB competing for success in the Rio Olympics in August, so we expect to
see an abundance of sponsorship activations. Read on to see how the
sponsorship team at Leo Burnett London think the year is going to play out. ..
SPONSORS AS CATALYSTS FOR CHANGE
The year 2015 saw massive turmoil in the world of sports. The scandal around
FIFA and the downfall of its most powerful man, Sepp Blatter, sent shockwaves
through the world of football. Athletics was shaken to its core when the World
Anti—Doping Agency (WADA) presented evidence of an elaborate doping
system in Russia. On top of this, the former president of the International
Athletics Federation (IAAF) was accused of taking bribes to cover up these
While these occurences are
not new per se, the reaction
of sponsors is. FIFA
sponsors Visa, McDonald's,
Budweiser and Coca—Cola
all united in calling for Sepp
Blatter's resignation as well
as wide-reaching reform,
while Russian bank VTB
decided not to prolong its
partnership with the IAAF.
Never before have sponsors
been so outspoken in
demanding radical change
from the organisations they
However, it is not only amidst scandals that brands find their voice. With the
rise of consumer advocacy, sponsors and rights holders must also be more
transparent about their partnerships. The Tate Gallery came under pressure
to reveal the value of their partnership with BP. And the Science Museum will
not renew its deal with Shell after it was revealed how the petrol company
tried to influence the museum's programme.
As brands become closer associated with their sponsored properties they are
exposed to increased risks, ranging from negative PR to calls for boycott. In
2016, we expect even more sponsors to demonstrate Corporate Social
Responsibility and leverage their sponsorship commitment to drive change.
THE RISE OF GRASSROOTS SPONSORSHIP
The sports industry has looked to address the funding gap between
grassroots and elite sport during 2015. With The FA announcing they would
invest an additional £260 million into grassroots football in August, and The
Recreation Alliance launching their #GetYourKitOn campaign in November,
these are two examples of uniting the millions of people involved with sport at
local level to combat the proposed budget cuts to the Department for Culture,
Media & Sport.
We predict that this will be a call to action for brands to join the fight against
cuts to central funding and help the UK continue to play the sports we love in
a welcoming and safe environment. Sponsorship is no longer a boring badging
exercise, and sponsorship of grassroots sport gives brands the opportunity to
tell heart—warming stories and make a difference to people's lives.
Existing grassroots campaigns show us that brands increasingly want to give
back, and demonstrate the difference they are making. McDonald's Better Play
programme, O2's rugby participation programme O2 Touch and Barclays‘ Spirit
of the Game campaign are all great case studies of how to activate grassroots /
CSR campaigns over a long period of time.
The appeal of undiscovered rich content hidden within local sport leads us
to predict that more brands will navigate towards grassroots and
community sponsorship in 2016.
ACTIONS TO SPEAK LOUDER THAN WORDS IN WOMEN’S SPORT
Over the last three years we have seen some incredible results from women
across an array of sports including rugby, cricket, football and cycling. However,
statistics highlight the vast gap that still exists between men and women's sport
with only 0.4% of sports sponsorship being invested into women's sport, and the
top five women's sponsorship deals totaling £1.4 million in 2013 compared to a
staggering £590 million for the top men's deals.
We are, however, starting to see more sponsors waking up to the opportunities
that women's sport creates, including being a great return on investment. In
2015 we saw SSE sign a seven—figure deal with The FA to sponsor The Women's
FA Cup and to create a countrywide programme for gir| s—only football.
Additionally Kia and Investec continued their sponsorship of women's cricket
and hockey respectively. In addition, we continue to see a number of sports
clothing brands including Nike, adidas and Reebok signing up inspirational
. .NY Ml-I imi
Maxie Scheske, Anastasia Chitty, Shelley Pearson.
Lauren Kedar, Maddy Badcott, Emily Reynolds,
Nadine lberg, Caryn Davies, Jennifer Ehr
One sponsor really leading the way in gender equality is Newton Investment
Management, who sponsor the Women's Boat Race. Helena Morrisey, CEO of
Newton IM, was a key figure in getting the BBC to cover the women's race live
in addition to the men's, which has been covered for 87 years.
As we move into 2016 we expect to see more brands starting to realise the huge
opportunities that exist within women's sport and taking more responsibility for
their role in raising awareness of the inequalities. Although it will take many
years to achieve any real parity in terms of men's and women's sponsorship, let's
hope 2016 is the year we start seeing strides instead of baby steps.
SPONSORS GET TECHNICAL
With the ever—growing use of ‘ 1!, ‘
technology in professional sport, ' I’
sponsors are clamouring to ,5,;4_/ ‘;L. ‘%$. ;$: ‘ ‘
get involved. as-, ,.; f__i ‘ 1'‘
Any rugby fans out there will ‘ . " I ﬁr‘ _ ,
have noticed the exciting addition ’ » '~~ L/ ’) " I «xx ‘ VI
of the ‘ref—cam' to the 2015 World ’ ’5 7"” I '-N’: I
Cup. Viewers were immersed
in the game thanks to footage
captured from a camera strapped
to the referees’ chests, giving
first—person view of the most
intricate parts of the game. The
use of the TMO (video referee)
during the tournament was also a
rugby-first, and although stunted
to begin with, became widely
recognised as an essential part of '.
the game by the final match. ,. -4
However, both of these entities I
remained un—sponsored during
By contrast, when you look across the pond you can instantly see the huge
sponsorship opportunities that this new technology can offer. In January 2015,
GoPro signed a partnership with the NHL for the use of referee helmet cams‘
in certain games. This proved hugely successful, with content going viral on
Another example is Bose; the headphone brand who, upon signing their
partnership with the NFL, designed bespoke headsets to be worn by every NFL
coach in the league to facilitate their pitchside experience. Bose transformed
the two inches above an NFL coach's head into prime advertising space.
So, whilst the American equivalent to the TMO still remains unsponsored in all
four major sports, other innovative sporting technology is offering exciting
sponsorship and partnership opportunities for brands.
Back in the UK, given that this technology will inevitably become increasingly
visible in high—profile sport, we can assume that it's only a matter of time
before multiple new sponsorship properties become available and brands try
to outbid each other for those coveted sponsorship rights.
NEXT LEVEL VIRTUAL REALITY FOR SPONSORSHIP ACTIVATIONS
We have already seen some impressive Virtual Reality (VR) case studies in the
sponsorship/ partnership space — such as AIG's Google Cardboard experience to
see the haka up close and personal around the 2015 Rugby World Cup. The
II‘ . — I . .v, I At. _ . iI. §: E?*: ' T , --
l ‘-I. » ». uI. ('>. «il_. X.i‘ml. .I . 4: l. nl I 533 ‘ .
Coca—Cola‘, which allowed visitors to be taken through a mock locker room
in Brazil's Maracana Stadium via a VR headset, during the 2014 FIFA World
Cup, is also worth a mention.
However, those in the know will tell
you that what we have seen so far in
terms of technological advancement
is still only scratching the surface, and
the VR experience is going to move
from something that merely looks cool
to something that makes you feel like
you are actually there! Marriott Hotels
have been doing some pioneering work
in the travel industry by offering 4D experiences that gave people the
feeling of being teleported to different destinations, including beaches in
Hawaii and downtown London.
With huge strides planned from tech companies in 2016, we believe that we are
going to see VR taken to the next level by more brands playing with other
senses, such as touch, smell and sound. Some devices can already mimic force
via VR linked vest packs! The VR revolution is of course driven by the gaming
world, but we believe more brands will be going further than they ever have by
using groundbreaking VR within their sponsorship activations in 2016. Watch this
FESTIVAL CONNECTIVITY TO TAKE A LEAP FORWARD
Moving out of the sporting arena, we predict that festival sponsors will become
even more savvy in connecting with festival goers, taking on board a ‘win win
win’ sponsorship ethos.
We have already seen payment
system providers (MasterCard, Visa)
provide festivals with cashless
and mobile networks help their users
charge their phones and access the
internet. However, with over 90% of
festivalgoers owning a smartphone,
we predict sponsors will look to
develop this further.
Indeed, Apple are rumoured to be
on the verge of launching an indoor
survey app, whereby dropping
‘points’ on a map within the app
indicates your position within the
venue as you walk through. The end
result is indoor positioning without
the need to install special hardware.
Similar to iBeacon technology, this
app could enable sponsors to
connect directly to fans and engage
with their products.
Continuing to improve the fan's
experience is of vital importance
to sponsors, and we predict seeing
increased engagement through
technology such as radio-frequency
identification (RFID). At USA festival
Bonnaroo, this technology was used
through ticket bracelets allowing
Microsoft to promote its cloud-
based OneDrive software for
attendees to check in and collect
photos from live performances.
With 80% of Glastonbury's line up
already confirmed, sponsors will
already be planning the next steps
in festival technology and how they
are going to improve the experience
for fans even further.