Play inside: Sports brands like Nike pivot to encourage social distancing
Sports advertisers are moving fast to adapt to people’s homebound lives.
With people now holed up in their homes to avoid the coronavirus, big sporting events have either been pushed back a year or put on hold indefinitely. In the absence of those key promotional events, the likes of Nike and Adidas are trying to show how their own direct-to-consumer services, whether its training apps or online stores, can fit into people’s new homebound lifestyles.
Instead of the usual social media posts, Nike, Adidas and Under Armour, have resorted to promotional messages that have more in common with public-service-announcements than the creative flair usually associated with their marketing.
Nike’s text-based ad reads: “If you ever dreamed of playing for millions around the world, now is your chance. Play inside, play for the world.”
Several of Nike’s high-profile athletes including golfer Tiger Woods and footballer Cristiano Ronaldo shared posts of themselves “playing inside.”
“Of course, being sensitive to the realities of everyday life is important, but on the flip side, people are definitely craving a level of normality and the ability to escape the bleakness of the daily news cycle,” said Paolo Nieddu, global head of strategy at football publisher Copa90.
Adidas has made similar moves.
Like Nike, Adidas isn’t posting as much as it normally would on Twitter in the absence of sporting events it can riff on. According to SocialBakers, Adidas is sharing one post on Twitter a week now whereas five weeks ago that number was around six.
What little content Adidas has shared online, however, remains relatively unchanged from its usual content strategy There are still posts about kit launches and sneaker launches, for example. One area Adidas hasn’t slowed down is on Instagram.
Since the start of March, the company’s average number of weekly posts on the social network has gone from two to four, according to SocialBakers. But It’s not just Adidas that seems to be focusing all its efforts on Instagram. The social network seems to be the one platform where all four sportswear manufacturers continue to promote their products, per SocialBakers, which found the number of weekly posts from each business to the social network had increased since the start of the month.
Under Armour’s encouraging people to use the routines in its app to workout from home. Puma is asking fans to share photos of themselves keeping fit while practicing social distancing. Simultaneously, the advertiser has asked its sponsored athletes such as footballer Luis Suarez to encourage people to stay at home.
“Brands are looking at their marketing and thinking creatively about how they can connect with people now we’re in this weird, isolated world, which is what we’re doing as an agency with our clients,” said Lisa Parfitt, managing director of sports marketing agency Engine Sport. “For the time being it’s not going to be short-term sales targets driving campaigns. Brands will need to be working on brand-building.”
Travel marketers turn to ‘inspiration’ to stay top of mind
The point of the light marketing tactics, of course, are to inspire people to book through that travel brand or travel to that destination in the future whenever they are ready to travel again.
‘Every state is different’: Inside Pepsi’s regional approach to increasing its advertising
Now that states like Texas and Georgia are lifting the stay at home order, the company is starting to spend more on advertising in those areas
Miller High Life is starting to advertise again
The return to advertising was motivated by an increased interest in Miller High Life as well as a creative idea from adam&eveNYC and directed by Errol Morris that spoke to the time.
SponsoredInterview: A media company weighs in on the power of automated publishing tools and cooperative thinking
In a new interview, an owner of seven media brands weighs in on the best strategies and toughest challenges around integrating automation and technology into publishers' workflows.
Member ExclusiveHow Anheuser-Busch adapted its ad messaging
DraftLine, Anheuser Busch InBev's in-house agency, has never been busier. This is because the role of the in-house agency has never been more crucial.
‘Insane scenario’: Confessions of an account director at an understaffed agency
For the staff that made it through those initial cuts, work hours are being extended as they take on the tasks of their former coworkers.