SXSW 2024
RIP Influencers. Applying Connected Marketing with Athletes
Description:
Influencer marketing is dead. Connection Marketing has taken its place. Brands need to connect with people (creators, communities & consumers). When Web3 & AI becomes quotidian, real connection will still be important. Using female soccer players as a case study, we’ll prove the importance and opportunity of connected marketing. With the surge in interest in the sport, eBay and Connects (who’ve worked on 2 player-led campaigns, reaching 86.2M) will advise on how to play into the emotional investment of the player's fandom, the opportunities, challenges and best 360 ways to work with players.
Related Media
Other Resources / Information
https://www.theguardian.com/commentisfree/2023/jul/19/the-guardian-view-on-the-fifa-womens-world-cup-a-showcase-for-a-booming-sport https://ustoday.news/weve-been-making-the-robot-all-along-mason-mount-and-peter-crouch-on-past-and-present-world-championships/ https://marcommnews.com/eni-aluko-and-ro
Takeaways
- Influencer marketing is dead. ‘Connection Marketing’ has evolved in its space. Brands need to connect with people creators, communities and consumers.
- Athletes like creators have an engaged community & vast reach, but, they have an added motivating force for their followers: emotional investment.
- There has been a sharp rise in fans of female soccer globally – brands should support and connect with these players. The discussion will show how.
Speakers
- Matt Wurst, Managing Director, North America, SEEN Connects
- Jack Francis, Social Media & Content Manager (UK), eBay
Organizer
Lucy Morris, Snr Brand Manager, SEEN Connects
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