Top Banner
NEW APPROACH. NEW INVENTORY. NEW REVENUE. 3 STEPS TO INTEGRATING SOCIAL MEDIA INTO YOUR SPONSORSHIP OFFERINGS
14

3 36764 the_nextlevelofsocialsponsorshipsbymassrelevancemedia

Aug 29, 2014

Download

Technology

LSRLM

 
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: 3 36764 the_nextlevelofsocialsponsorshipsbymassrelevancemedia

NEW APPROACH NEW INVENTORY NEW REVENUE3 STEPS TO INTEGRATING SOCIAL MEDIA INTO YOUR SPONSORSHIP OFFERINGS

S P ON S OR S HIP S C A N B E M O R E T H A N A L O G O P L A C E M E N T

L O G O

3Mass Relevance | Social Sponsorships

Still need proof social is the way to go Wersquoll give you 1700 reasons Thatrsquos the number of banner ads consumers get served every month On top of that people are (over) exposed to more than 16000 commercials annually ndash and struggle to recall any Itrsquos not an exaggeration to say consumer attention is fragmented

So how can you ensure the packages you sell create affinity between brands and the consumers they desperately covet By giving everyone a chance to connect with each other After all your audience is probably already talking about your event on Facebook Twitter and Instagram

S O C I A L S E T S S P O N S O R S H I P O P P O R T U N I T I E S A PA R T

bull Differentiates your packages from other media outlets

bull Allows for new revenue while increasing value of owned properties

bull Enables unique consumer-centric experiences

bull Lets sponsors communicate with audiences in a way they love

bull Enables a dialogue that is one-to-many

bull Sparks relevant conversations and word-of-mouth

I N FA C T T H E Y S H O U L D B E Donrsquot just put a sponsorrsquos logo in your ads (and vice versa) Instead give interested brands a way to really grab the audiencersquos attention

80 People who skip through commercials

33 Display ads paid for but never shown

01 The average click-thru rate for banner ads

Sources Solve Media AC Nielsen

4Mass Relevance | Social Sponsorships

$

PUT THE ldquoIrdquo IN SPONSORSHIP When in doubt think of opportunities to interact mdash polls conversations and more By asking your audience what they think it moves the focus to them Companies are drawn to this dynamic new sponsorship model as it amplifies their

brand and delivers greater ROI Sure this is a big de parture from showcasing sponsor logos but it can have far more impact too Donrsquot be afraid to try it

62 of consumers would rather engage with a social brand

ONE RELATIONSHIP DEEPENS THE OTHER By creating experiences consumers want to take part in yoursquoll make brand sponsorships less passive Whether itrsquos at a venue (jumbotron touch walls) or online (websites second screen apps) social sponsorships allow advertisers be a part of conversations that are already happening without them Instead of merely being affiliated with an event sponsors can now be viewed as an integral part of it

W H Y T R A D I T I O N A L S P O N S O R S H I P S

L ACK ADVERTISER APPE ALmdash

H E R E rsquo S A H I N T I T H A S T O D O W I T H ROI

5Mass Relevance | Social Sponsorships

Social sponsorships can happen almost anywhere a traditional sponsorship can mdash at a sporting event on-air or across the web Just ask yourself where your audience will most likely to want to interact with these experiences Is it on a jumbotron During halftime On their phones Choose wisely and yoursquoll spark conversations while spurring word of mouth

W H Y E M B R A C E S O C I A L

The question should be ldquowhy havenrsquot you alreadyrdquobull Attract more attention

bull Create communities

bull Encourage participation

bull Increase reach and amplification

bull Drive traffic

bull Spur discovery

T U R N Y O U R FA N S I N T O W E L L FA N S

1STEP

OFFER SPONSORS AN ENGAGED AUDIENCEmdashINTEGRATE SOCIAL MEDIA

T H E A D VA N TA G E T O B R A N D S A D I A L O G U E W I T H C O N S U M E R S

T H E A D VA N TA G E T O Y O U A N E W R E V E N U E S T R E A M

6Mass Relevance | Social Sponsorships

G AME SE T MATCHTHE US OPEN + XEROX Live Event Website Integration

When sponsorship demand exceeded the available opportunities the US Open needed to get creative

The result this 8rsquo X 50rsquo digital installation which was placed right outside the venue Both the wall and its companion web page displayed the most compelling US Open posts from Facebook Twitter and Instagram By showcasing fansrsquo passion in real-time it pulled in those who were on the sidelines

Limited inventory doesnrsquot have to limit revenue

7Mass Relevance | Social Sponsorships

SCORETHE WASHINGTON REDSKINS + VERIZON Facebook App

GAMETIME a Verizon-sponsored second-screen experience was the right call for fans looking to compete in contests with other fans weigh in on the game via polls and tweet what they thought about the players and plays With a live-stream of every game and ESPN radio feeds GAMETIME was where fans headed when they werenrsquot heading to FedEx Field

41 of all TV-related tweets are about sports programming

8Mass Relevance | Social Sponsorships

The key is making sure what yoursquore asking companies to sponsor is something that aligns with their brand ndash and is something that they could own long-term For example Home Depot has been sponsoring ESPNrsquos College Game Day for nine consecutive years Attaching themselves to an experience year after year Home Depot has leveraged a lasting value on an ongoing basis When the match is sustainable and ownable it will resonate with brands consumers viewers and readers over and over again

5 T I P S F O R S U C C E S S F U L S P O N S O R S H I P S

bull Look for partners that will appeal to your audience

bull Find ways to grab the audience ndash follow hashtags conversations

bull Use what yoursquove learned to tell authentic stories that captivate

bull Constantly re-evaluate your sponsorship relationships

bull Continue to provide new ways to keep sponsors (and audiences) interested

B U I L D T O L A S T

2STEP

CREATE ldquoOWNABLErdquo SPONSORSHIPSTHAT BRANDS WANT TO INVEST IN LONG-TERM

I N N O VAT I V E S O C I A L O P P O R T U N I T I E S O F F E R S P O N S O R S R E P E ATA B L E E X P E R I E N C E S Y E A R A F T E R Y E A R

9Mass Relevance | Social Sponsorships

VERY HAUTESTYLECOM + MAC COSMETICS Website Integration

MAC Cosmetics brought the runway to fashionistas with an ldquoas-it-happensrdquo feed of photos and conversations from Fashion Weeks around the world Visitors to the MAC-branded experience could track fashion shows by Stylecom reporters or popular hashtags plus use an interactive map to see where their favorite designersrsquo collections were being shown (as well as find a MAC retail location) This program was the very definition of fashion forward and as a result over 30 of the interactions with the pins on the Social Map were with MAC Cosmeticsrsquo pins

Over 80 of the interactions on the social page were with photos

10Mass Relevance | Social Sponsorships

GIRL S NIGHTHBO + URBAN OUTFITTERS Website Integration

What do you do when your audience and a companyrsquos audience are the same Socialize To celebrate Girlsrsquo season premiere Urban Outfitters asked their followers and the showrsquos fans to upload apartment pics to HBOrsquos very own platform HBO Connect One lucky urbanite was given a yearrsquos rent and a $5000 gift card to decorate their space with Urban Outfitterrsquos home line (perfect for furnishing that hip Brooklyn loft)

An interest in fashion-savvy millennials made this the perfect partnership

An interest in fashion-savvy millennials made this the perfect partnership

11Mass Relevance | Social Sponsorships

Give your audience an opportunity to see their responses Serve up polls hashtag battles chances to vote and celebrity QampAs These wonrsquot disrupt the experience theyrsquoll enhance it (along with increasing your KPIs)

T U R N H E A D S

3STEP

OFFER COMPELLING EXPERIENCES

C O N S U M E R S WA N T T O PA R T I C I PAT E I N M E A N I N G F U L WAYS S O C I A L S P O N S O R S H I P S G I V E T H E M T H AT C H A N C E

5 I D E A S T O S P U R C O NSU M E R PA R T I C I PAT I O N

bull Hashtag Battle

bull Celebrity QampA

bull MadLib Fill-in-the-Blank

bull Photo Wall

bull Social Heat Map

12Mass Relevance | Social Sponsorships

GR AND SL AM DUNKINTERSPORT + DENNYrsquoS Live Event On-Air Promotion

Taking advantage of ESPNrsquos live broadcast of the 25th annual College Slam sports marketing agency Intersport worked with Dennyrsquos to incorporate real-time social content into the viewing experience both onscreen and on the venuersquos jumbotron With Intersportrsquos Fifth Judge program those watching were able to shape the eventrsquos outcome Fans tweeted to vote for every single dunk and the 60000 topical tweets on ldquoDennyrsquos Fifth Judgerdquo accounted for 75 of total content around the College Slam event ndash results worthy of Dennyrsquos signature breakfast

DennysDiner gained 54 more followers during the week of the event than on the week prior

13Mass Relevance | Social Sponsorships

STAR PERFORMANCEAMERICAN IDOL + ATampT Live Event On-Air Promotion Website Integration

Already known for their second screen experiences these online and on-air executions allowed American Idol to reach their audience across multiple touchpoints ATampT-sponsored Tug of Wars around hot questions happened online and were shown onscreen encouraging viewers to keep watching Of all the Tweets around American Idol during ATampTrsquos sponsorship week 27 contained the sponsored hashtags IdolAgree and IdolDisagree Not surprisingly a spike in social activity followed every on-air call to action Talk about hitting all the right notes

100000+ tweets posted in a single evening

massrelevancemassrelevancecom(888) 330 6441800 Brazos Street Suite 340Austin TX 78701

Mass Relevance helps brands media and agencies get more from their social media efforts by building social experiences into their marketing strategy The Mass Relevance SaaS platform is leveraged to create real-time consumer engagement by aggregating filtering and re-displaying social content from any social network to any digital property mdash TV web mobile or jumbotron

REQUEST A DEMO

If yoursquore looking to attract new sponsors while retaining existing ones look beyond the expected ideas and to Mass Relevance

Page 2: 3 36764 the_nextlevelofsocialsponsorshipsbymassrelevancemedia

S P ON S OR S HIP S C A N B E M O R E T H A N A L O G O P L A C E M E N T

L O G O

3Mass Relevance | Social Sponsorships

Still need proof social is the way to go Wersquoll give you 1700 reasons Thatrsquos the number of banner ads consumers get served every month On top of that people are (over) exposed to more than 16000 commercials annually ndash and struggle to recall any Itrsquos not an exaggeration to say consumer attention is fragmented

So how can you ensure the packages you sell create affinity between brands and the consumers they desperately covet By giving everyone a chance to connect with each other After all your audience is probably already talking about your event on Facebook Twitter and Instagram

S O C I A L S E T S S P O N S O R S H I P O P P O R T U N I T I E S A PA R T

bull Differentiates your packages from other media outlets

bull Allows for new revenue while increasing value of owned properties

bull Enables unique consumer-centric experiences

bull Lets sponsors communicate with audiences in a way they love

bull Enables a dialogue that is one-to-many

bull Sparks relevant conversations and word-of-mouth

I N FA C T T H E Y S H O U L D B E Donrsquot just put a sponsorrsquos logo in your ads (and vice versa) Instead give interested brands a way to really grab the audiencersquos attention

80 People who skip through commercials

33 Display ads paid for but never shown

01 The average click-thru rate for banner ads

Sources Solve Media AC Nielsen

4Mass Relevance | Social Sponsorships

$

PUT THE ldquoIrdquo IN SPONSORSHIP When in doubt think of opportunities to interact mdash polls conversations and more By asking your audience what they think it moves the focus to them Companies are drawn to this dynamic new sponsorship model as it amplifies their

brand and delivers greater ROI Sure this is a big de parture from showcasing sponsor logos but it can have far more impact too Donrsquot be afraid to try it

62 of consumers would rather engage with a social brand

ONE RELATIONSHIP DEEPENS THE OTHER By creating experiences consumers want to take part in yoursquoll make brand sponsorships less passive Whether itrsquos at a venue (jumbotron touch walls) or online (websites second screen apps) social sponsorships allow advertisers be a part of conversations that are already happening without them Instead of merely being affiliated with an event sponsors can now be viewed as an integral part of it

W H Y T R A D I T I O N A L S P O N S O R S H I P S

L ACK ADVERTISER APPE ALmdash

H E R E rsquo S A H I N T I T H A S T O D O W I T H ROI

5Mass Relevance | Social Sponsorships

Social sponsorships can happen almost anywhere a traditional sponsorship can mdash at a sporting event on-air or across the web Just ask yourself where your audience will most likely to want to interact with these experiences Is it on a jumbotron During halftime On their phones Choose wisely and yoursquoll spark conversations while spurring word of mouth

W H Y E M B R A C E S O C I A L

The question should be ldquowhy havenrsquot you alreadyrdquobull Attract more attention

bull Create communities

bull Encourage participation

bull Increase reach and amplification

bull Drive traffic

bull Spur discovery

T U R N Y O U R FA N S I N T O W E L L FA N S

1STEP

OFFER SPONSORS AN ENGAGED AUDIENCEmdashINTEGRATE SOCIAL MEDIA

T H E A D VA N TA G E T O B R A N D S A D I A L O G U E W I T H C O N S U M E R S

T H E A D VA N TA G E T O Y O U A N E W R E V E N U E S T R E A M

6Mass Relevance | Social Sponsorships

G AME SE T MATCHTHE US OPEN + XEROX Live Event Website Integration

When sponsorship demand exceeded the available opportunities the US Open needed to get creative

The result this 8rsquo X 50rsquo digital installation which was placed right outside the venue Both the wall and its companion web page displayed the most compelling US Open posts from Facebook Twitter and Instagram By showcasing fansrsquo passion in real-time it pulled in those who were on the sidelines

Limited inventory doesnrsquot have to limit revenue

7Mass Relevance | Social Sponsorships

SCORETHE WASHINGTON REDSKINS + VERIZON Facebook App

GAMETIME a Verizon-sponsored second-screen experience was the right call for fans looking to compete in contests with other fans weigh in on the game via polls and tweet what they thought about the players and plays With a live-stream of every game and ESPN radio feeds GAMETIME was where fans headed when they werenrsquot heading to FedEx Field

41 of all TV-related tweets are about sports programming

8Mass Relevance | Social Sponsorships

The key is making sure what yoursquore asking companies to sponsor is something that aligns with their brand ndash and is something that they could own long-term For example Home Depot has been sponsoring ESPNrsquos College Game Day for nine consecutive years Attaching themselves to an experience year after year Home Depot has leveraged a lasting value on an ongoing basis When the match is sustainable and ownable it will resonate with brands consumers viewers and readers over and over again

5 T I P S F O R S U C C E S S F U L S P O N S O R S H I P S

bull Look for partners that will appeal to your audience

bull Find ways to grab the audience ndash follow hashtags conversations

bull Use what yoursquove learned to tell authentic stories that captivate

bull Constantly re-evaluate your sponsorship relationships

bull Continue to provide new ways to keep sponsors (and audiences) interested

B U I L D T O L A S T

2STEP

CREATE ldquoOWNABLErdquo SPONSORSHIPSTHAT BRANDS WANT TO INVEST IN LONG-TERM

I N N O VAT I V E S O C I A L O P P O R T U N I T I E S O F F E R S P O N S O R S R E P E ATA B L E E X P E R I E N C E S Y E A R A F T E R Y E A R

9Mass Relevance | Social Sponsorships

VERY HAUTESTYLECOM + MAC COSMETICS Website Integration

MAC Cosmetics brought the runway to fashionistas with an ldquoas-it-happensrdquo feed of photos and conversations from Fashion Weeks around the world Visitors to the MAC-branded experience could track fashion shows by Stylecom reporters or popular hashtags plus use an interactive map to see where their favorite designersrsquo collections were being shown (as well as find a MAC retail location) This program was the very definition of fashion forward and as a result over 30 of the interactions with the pins on the Social Map were with MAC Cosmeticsrsquo pins

Over 80 of the interactions on the social page were with photos

10Mass Relevance | Social Sponsorships

GIRL S NIGHTHBO + URBAN OUTFITTERS Website Integration

What do you do when your audience and a companyrsquos audience are the same Socialize To celebrate Girlsrsquo season premiere Urban Outfitters asked their followers and the showrsquos fans to upload apartment pics to HBOrsquos very own platform HBO Connect One lucky urbanite was given a yearrsquos rent and a $5000 gift card to decorate their space with Urban Outfitterrsquos home line (perfect for furnishing that hip Brooklyn loft)

An interest in fashion-savvy millennials made this the perfect partnership

An interest in fashion-savvy millennials made this the perfect partnership

11Mass Relevance | Social Sponsorships

Give your audience an opportunity to see their responses Serve up polls hashtag battles chances to vote and celebrity QampAs These wonrsquot disrupt the experience theyrsquoll enhance it (along with increasing your KPIs)

T U R N H E A D S

3STEP

OFFER COMPELLING EXPERIENCES

C O N S U M E R S WA N T T O PA R T I C I PAT E I N M E A N I N G F U L WAYS S O C I A L S P O N S O R S H I P S G I V E T H E M T H AT C H A N C E

5 I D E A S T O S P U R C O NSU M E R PA R T I C I PAT I O N

bull Hashtag Battle

bull Celebrity QampA

bull MadLib Fill-in-the-Blank

bull Photo Wall

bull Social Heat Map

12Mass Relevance | Social Sponsorships

GR AND SL AM DUNKINTERSPORT + DENNYrsquoS Live Event On-Air Promotion

Taking advantage of ESPNrsquos live broadcast of the 25th annual College Slam sports marketing agency Intersport worked with Dennyrsquos to incorporate real-time social content into the viewing experience both onscreen and on the venuersquos jumbotron With Intersportrsquos Fifth Judge program those watching were able to shape the eventrsquos outcome Fans tweeted to vote for every single dunk and the 60000 topical tweets on ldquoDennyrsquos Fifth Judgerdquo accounted for 75 of total content around the College Slam event ndash results worthy of Dennyrsquos signature breakfast

DennysDiner gained 54 more followers during the week of the event than on the week prior

13Mass Relevance | Social Sponsorships

STAR PERFORMANCEAMERICAN IDOL + ATampT Live Event On-Air Promotion Website Integration

Already known for their second screen experiences these online and on-air executions allowed American Idol to reach their audience across multiple touchpoints ATampT-sponsored Tug of Wars around hot questions happened online and were shown onscreen encouraging viewers to keep watching Of all the Tweets around American Idol during ATampTrsquos sponsorship week 27 contained the sponsored hashtags IdolAgree and IdolDisagree Not surprisingly a spike in social activity followed every on-air call to action Talk about hitting all the right notes

100000+ tweets posted in a single evening

massrelevancemassrelevancecom(888) 330 6441800 Brazos Street Suite 340Austin TX 78701

Mass Relevance helps brands media and agencies get more from their social media efforts by building social experiences into their marketing strategy The Mass Relevance SaaS platform is leveraged to create real-time consumer engagement by aggregating filtering and re-displaying social content from any social network to any digital property mdash TV web mobile or jumbotron

REQUEST A DEMO

If yoursquore looking to attract new sponsors while retaining existing ones look beyond the expected ideas and to Mass Relevance

Page 3: 3 36764 the_nextlevelofsocialsponsorshipsbymassrelevancemedia

3Mass Relevance | Social Sponsorships

Still need proof social is the way to go Wersquoll give you 1700 reasons Thatrsquos the number of banner ads consumers get served every month On top of that people are (over) exposed to more than 16000 commercials annually ndash and struggle to recall any Itrsquos not an exaggeration to say consumer attention is fragmented

So how can you ensure the packages you sell create affinity between brands and the consumers they desperately covet By giving everyone a chance to connect with each other After all your audience is probably already talking about your event on Facebook Twitter and Instagram

S O C I A L S E T S S P O N S O R S H I P O P P O R T U N I T I E S A PA R T

bull Differentiates your packages from other media outlets

bull Allows for new revenue while increasing value of owned properties

bull Enables unique consumer-centric experiences

bull Lets sponsors communicate with audiences in a way they love

bull Enables a dialogue that is one-to-many

bull Sparks relevant conversations and word-of-mouth

I N FA C T T H E Y S H O U L D B E Donrsquot just put a sponsorrsquos logo in your ads (and vice versa) Instead give interested brands a way to really grab the audiencersquos attention

80 People who skip through commercials

33 Display ads paid for but never shown

01 The average click-thru rate for banner ads

Sources Solve Media AC Nielsen

4Mass Relevance | Social Sponsorships

$

PUT THE ldquoIrdquo IN SPONSORSHIP When in doubt think of opportunities to interact mdash polls conversations and more By asking your audience what they think it moves the focus to them Companies are drawn to this dynamic new sponsorship model as it amplifies their

brand and delivers greater ROI Sure this is a big de parture from showcasing sponsor logos but it can have far more impact too Donrsquot be afraid to try it

62 of consumers would rather engage with a social brand

ONE RELATIONSHIP DEEPENS THE OTHER By creating experiences consumers want to take part in yoursquoll make brand sponsorships less passive Whether itrsquos at a venue (jumbotron touch walls) or online (websites second screen apps) social sponsorships allow advertisers be a part of conversations that are already happening without them Instead of merely being affiliated with an event sponsors can now be viewed as an integral part of it

W H Y T R A D I T I O N A L S P O N S O R S H I P S

L ACK ADVERTISER APPE ALmdash

H E R E rsquo S A H I N T I T H A S T O D O W I T H ROI

5Mass Relevance | Social Sponsorships

Social sponsorships can happen almost anywhere a traditional sponsorship can mdash at a sporting event on-air or across the web Just ask yourself where your audience will most likely to want to interact with these experiences Is it on a jumbotron During halftime On their phones Choose wisely and yoursquoll spark conversations while spurring word of mouth

W H Y E M B R A C E S O C I A L

The question should be ldquowhy havenrsquot you alreadyrdquobull Attract more attention

bull Create communities

bull Encourage participation

bull Increase reach and amplification

bull Drive traffic

bull Spur discovery

T U R N Y O U R FA N S I N T O W E L L FA N S

1STEP

OFFER SPONSORS AN ENGAGED AUDIENCEmdashINTEGRATE SOCIAL MEDIA

T H E A D VA N TA G E T O B R A N D S A D I A L O G U E W I T H C O N S U M E R S

T H E A D VA N TA G E T O Y O U A N E W R E V E N U E S T R E A M

6Mass Relevance | Social Sponsorships

G AME SE T MATCHTHE US OPEN + XEROX Live Event Website Integration

When sponsorship demand exceeded the available opportunities the US Open needed to get creative

The result this 8rsquo X 50rsquo digital installation which was placed right outside the venue Both the wall and its companion web page displayed the most compelling US Open posts from Facebook Twitter and Instagram By showcasing fansrsquo passion in real-time it pulled in those who were on the sidelines

Limited inventory doesnrsquot have to limit revenue

7Mass Relevance | Social Sponsorships

SCORETHE WASHINGTON REDSKINS + VERIZON Facebook App

GAMETIME a Verizon-sponsored second-screen experience was the right call for fans looking to compete in contests with other fans weigh in on the game via polls and tweet what they thought about the players and plays With a live-stream of every game and ESPN radio feeds GAMETIME was where fans headed when they werenrsquot heading to FedEx Field

41 of all TV-related tweets are about sports programming

8Mass Relevance | Social Sponsorships

The key is making sure what yoursquore asking companies to sponsor is something that aligns with their brand ndash and is something that they could own long-term For example Home Depot has been sponsoring ESPNrsquos College Game Day for nine consecutive years Attaching themselves to an experience year after year Home Depot has leveraged a lasting value on an ongoing basis When the match is sustainable and ownable it will resonate with brands consumers viewers and readers over and over again

5 T I P S F O R S U C C E S S F U L S P O N S O R S H I P S

bull Look for partners that will appeal to your audience

bull Find ways to grab the audience ndash follow hashtags conversations

bull Use what yoursquove learned to tell authentic stories that captivate

bull Constantly re-evaluate your sponsorship relationships

bull Continue to provide new ways to keep sponsors (and audiences) interested

B U I L D T O L A S T

2STEP

CREATE ldquoOWNABLErdquo SPONSORSHIPSTHAT BRANDS WANT TO INVEST IN LONG-TERM

I N N O VAT I V E S O C I A L O P P O R T U N I T I E S O F F E R S P O N S O R S R E P E ATA B L E E X P E R I E N C E S Y E A R A F T E R Y E A R

9Mass Relevance | Social Sponsorships

VERY HAUTESTYLECOM + MAC COSMETICS Website Integration

MAC Cosmetics brought the runway to fashionistas with an ldquoas-it-happensrdquo feed of photos and conversations from Fashion Weeks around the world Visitors to the MAC-branded experience could track fashion shows by Stylecom reporters or popular hashtags plus use an interactive map to see where their favorite designersrsquo collections were being shown (as well as find a MAC retail location) This program was the very definition of fashion forward and as a result over 30 of the interactions with the pins on the Social Map were with MAC Cosmeticsrsquo pins

Over 80 of the interactions on the social page were with photos

10Mass Relevance | Social Sponsorships

GIRL S NIGHTHBO + URBAN OUTFITTERS Website Integration

What do you do when your audience and a companyrsquos audience are the same Socialize To celebrate Girlsrsquo season premiere Urban Outfitters asked their followers and the showrsquos fans to upload apartment pics to HBOrsquos very own platform HBO Connect One lucky urbanite was given a yearrsquos rent and a $5000 gift card to decorate their space with Urban Outfitterrsquos home line (perfect for furnishing that hip Brooklyn loft)

An interest in fashion-savvy millennials made this the perfect partnership

An interest in fashion-savvy millennials made this the perfect partnership

11Mass Relevance | Social Sponsorships

Give your audience an opportunity to see their responses Serve up polls hashtag battles chances to vote and celebrity QampAs These wonrsquot disrupt the experience theyrsquoll enhance it (along with increasing your KPIs)

T U R N H E A D S

3STEP

OFFER COMPELLING EXPERIENCES

C O N S U M E R S WA N T T O PA R T I C I PAT E I N M E A N I N G F U L WAYS S O C I A L S P O N S O R S H I P S G I V E T H E M T H AT C H A N C E

5 I D E A S T O S P U R C O NSU M E R PA R T I C I PAT I O N

bull Hashtag Battle

bull Celebrity QampA

bull MadLib Fill-in-the-Blank

bull Photo Wall

bull Social Heat Map

12Mass Relevance | Social Sponsorships

GR AND SL AM DUNKINTERSPORT + DENNYrsquoS Live Event On-Air Promotion

Taking advantage of ESPNrsquos live broadcast of the 25th annual College Slam sports marketing agency Intersport worked with Dennyrsquos to incorporate real-time social content into the viewing experience both onscreen and on the venuersquos jumbotron With Intersportrsquos Fifth Judge program those watching were able to shape the eventrsquos outcome Fans tweeted to vote for every single dunk and the 60000 topical tweets on ldquoDennyrsquos Fifth Judgerdquo accounted for 75 of total content around the College Slam event ndash results worthy of Dennyrsquos signature breakfast

DennysDiner gained 54 more followers during the week of the event than on the week prior

13Mass Relevance | Social Sponsorships

STAR PERFORMANCEAMERICAN IDOL + ATampT Live Event On-Air Promotion Website Integration

Already known for their second screen experiences these online and on-air executions allowed American Idol to reach their audience across multiple touchpoints ATampT-sponsored Tug of Wars around hot questions happened online and were shown onscreen encouraging viewers to keep watching Of all the Tweets around American Idol during ATampTrsquos sponsorship week 27 contained the sponsored hashtags IdolAgree and IdolDisagree Not surprisingly a spike in social activity followed every on-air call to action Talk about hitting all the right notes

100000+ tweets posted in a single evening

massrelevancemassrelevancecom(888) 330 6441800 Brazos Street Suite 340Austin TX 78701

Mass Relevance helps brands media and agencies get more from their social media efforts by building social experiences into their marketing strategy The Mass Relevance SaaS platform is leveraged to create real-time consumer engagement by aggregating filtering and re-displaying social content from any social network to any digital property mdash TV web mobile or jumbotron

REQUEST A DEMO

If yoursquore looking to attract new sponsors while retaining existing ones look beyond the expected ideas and to Mass Relevance

Page 4: 3 36764 the_nextlevelofsocialsponsorshipsbymassrelevancemedia

4Mass Relevance | Social Sponsorships

$

PUT THE ldquoIrdquo IN SPONSORSHIP When in doubt think of opportunities to interact mdash polls conversations and more By asking your audience what they think it moves the focus to them Companies are drawn to this dynamic new sponsorship model as it amplifies their

brand and delivers greater ROI Sure this is a big de parture from showcasing sponsor logos but it can have far more impact too Donrsquot be afraid to try it

62 of consumers would rather engage with a social brand

ONE RELATIONSHIP DEEPENS THE OTHER By creating experiences consumers want to take part in yoursquoll make brand sponsorships less passive Whether itrsquos at a venue (jumbotron touch walls) or online (websites second screen apps) social sponsorships allow advertisers be a part of conversations that are already happening without them Instead of merely being affiliated with an event sponsors can now be viewed as an integral part of it

W H Y T R A D I T I O N A L S P O N S O R S H I P S

L ACK ADVERTISER APPE ALmdash

H E R E rsquo S A H I N T I T H A S T O D O W I T H ROI

5Mass Relevance | Social Sponsorships

Social sponsorships can happen almost anywhere a traditional sponsorship can mdash at a sporting event on-air or across the web Just ask yourself where your audience will most likely to want to interact with these experiences Is it on a jumbotron During halftime On their phones Choose wisely and yoursquoll spark conversations while spurring word of mouth

W H Y E M B R A C E S O C I A L

The question should be ldquowhy havenrsquot you alreadyrdquobull Attract more attention

bull Create communities

bull Encourage participation

bull Increase reach and amplification

bull Drive traffic

bull Spur discovery

T U R N Y O U R FA N S I N T O W E L L FA N S

1STEP

OFFER SPONSORS AN ENGAGED AUDIENCEmdashINTEGRATE SOCIAL MEDIA

T H E A D VA N TA G E T O B R A N D S A D I A L O G U E W I T H C O N S U M E R S

T H E A D VA N TA G E T O Y O U A N E W R E V E N U E S T R E A M

6Mass Relevance | Social Sponsorships

G AME SE T MATCHTHE US OPEN + XEROX Live Event Website Integration

When sponsorship demand exceeded the available opportunities the US Open needed to get creative

The result this 8rsquo X 50rsquo digital installation which was placed right outside the venue Both the wall and its companion web page displayed the most compelling US Open posts from Facebook Twitter and Instagram By showcasing fansrsquo passion in real-time it pulled in those who were on the sidelines

Limited inventory doesnrsquot have to limit revenue

7Mass Relevance | Social Sponsorships

SCORETHE WASHINGTON REDSKINS + VERIZON Facebook App

GAMETIME a Verizon-sponsored second-screen experience was the right call for fans looking to compete in contests with other fans weigh in on the game via polls and tweet what they thought about the players and plays With a live-stream of every game and ESPN radio feeds GAMETIME was where fans headed when they werenrsquot heading to FedEx Field

41 of all TV-related tweets are about sports programming

8Mass Relevance | Social Sponsorships

The key is making sure what yoursquore asking companies to sponsor is something that aligns with their brand ndash and is something that they could own long-term For example Home Depot has been sponsoring ESPNrsquos College Game Day for nine consecutive years Attaching themselves to an experience year after year Home Depot has leveraged a lasting value on an ongoing basis When the match is sustainable and ownable it will resonate with brands consumers viewers and readers over and over again

5 T I P S F O R S U C C E S S F U L S P O N S O R S H I P S

bull Look for partners that will appeal to your audience

bull Find ways to grab the audience ndash follow hashtags conversations

bull Use what yoursquove learned to tell authentic stories that captivate

bull Constantly re-evaluate your sponsorship relationships

bull Continue to provide new ways to keep sponsors (and audiences) interested

B U I L D T O L A S T

2STEP

CREATE ldquoOWNABLErdquo SPONSORSHIPSTHAT BRANDS WANT TO INVEST IN LONG-TERM

I N N O VAT I V E S O C I A L O P P O R T U N I T I E S O F F E R S P O N S O R S R E P E ATA B L E E X P E R I E N C E S Y E A R A F T E R Y E A R

9Mass Relevance | Social Sponsorships

VERY HAUTESTYLECOM + MAC COSMETICS Website Integration

MAC Cosmetics brought the runway to fashionistas with an ldquoas-it-happensrdquo feed of photos and conversations from Fashion Weeks around the world Visitors to the MAC-branded experience could track fashion shows by Stylecom reporters or popular hashtags plus use an interactive map to see where their favorite designersrsquo collections were being shown (as well as find a MAC retail location) This program was the very definition of fashion forward and as a result over 30 of the interactions with the pins on the Social Map were with MAC Cosmeticsrsquo pins

Over 80 of the interactions on the social page were with photos

10Mass Relevance | Social Sponsorships

GIRL S NIGHTHBO + URBAN OUTFITTERS Website Integration

What do you do when your audience and a companyrsquos audience are the same Socialize To celebrate Girlsrsquo season premiere Urban Outfitters asked their followers and the showrsquos fans to upload apartment pics to HBOrsquos very own platform HBO Connect One lucky urbanite was given a yearrsquos rent and a $5000 gift card to decorate their space with Urban Outfitterrsquos home line (perfect for furnishing that hip Brooklyn loft)

An interest in fashion-savvy millennials made this the perfect partnership

An interest in fashion-savvy millennials made this the perfect partnership

11Mass Relevance | Social Sponsorships

Give your audience an opportunity to see their responses Serve up polls hashtag battles chances to vote and celebrity QampAs These wonrsquot disrupt the experience theyrsquoll enhance it (along with increasing your KPIs)

T U R N H E A D S

3STEP

OFFER COMPELLING EXPERIENCES

C O N S U M E R S WA N T T O PA R T I C I PAT E I N M E A N I N G F U L WAYS S O C I A L S P O N S O R S H I P S G I V E T H E M T H AT C H A N C E

5 I D E A S T O S P U R C O NSU M E R PA R T I C I PAT I O N

bull Hashtag Battle

bull Celebrity QampA

bull MadLib Fill-in-the-Blank

bull Photo Wall

bull Social Heat Map

12Mass Relevance | Social Sponsorships

GR AND SL AM DUNKINTERSPORT + DENNYrsquoS Live Event On-Air Promotion

Taking advantage of ESPNrsquos live broadcast of the 25th annual College Slam sports marketing agency Intersport worked with Dennyrsquos to incorporate real-time social content into the viewing experience both onscreen and on the venuersquos jumbotron With Intersportrsquos Fifth Judge program those watching were able to shape the eventrsquos outcome Fans tweeted to vote for every single dunk and the 60000 topical tweets on ldquoDennyrsquos Fifth Judgerdquo accounted for 75 of total content around the College Slam event ndash results worthy of Dennyrsquos signature breakfast

DennysDiner gained 54 more followers during the week of the event than on the week prior

13Mass Relevance | Social Sponsorships

STAR PERFORMANCEAMERICAN IDOL + ATampT Live Event On-Air Promotion Website Integration

Already known for their second screen experiences these online and on-air executions allowed American Idol to reach their audience across multiple touchpoints ATampT-sponsored Tug of Wars around hot questions happened online and were shown onscreen encouraging viewers to keep watching Of all the Tweets around American Idol during ATampTrsquos sponsorship week 27 contained the sponsored hashtags IdolAgree and IdolDisagree Not surprisingly a spike in social activity followed every on-air call to action Talk about hitting all the right notes

100000+ tweets posted in a single evening

massrelevancemassrelevancecom(888) 330 6441800 Brazos Street Suite 340Austin TX 78701

Mass Relevance helps brands media and agencies get more from their social media efforts by building social experiences into their marketing strategy The Mass Relevance SaaS platform is leveraged to create real-time consumer engagement by aggregating filtering and re-displaying social content from any social network to any digital property mdash TV web mobile or jumbotron

REQUEST A DEMO

If yoursquore looking to attract new sponsors while retaining existing ones look beyond the expected ideas and to Mass Relevance

Page 5: 3 36764 the_nextlevelofsocialsponsorshipsbymassrelevancemedia

5Mass Relevance | Social Sponsorships

Social sponsorships can happen almost anywhere a traditional sponsorship can mdash at a sporting event on-air or across the web Just ask yourself where your audience will most likely to want to interact with these experiences Is it on a jumbotron During halftime On their phones Choose wisely and yoursquoll spark conversations while spurring word of mouth

W H Y E M B R A C E S O C I A L

The question should be ldquowhy havenrsquot you alreadyrdquobull Attract more attention

bull Create communities

bull Encourage participation

bull Increase reach and amplification

bull Drive traffic

bull Spur discovery

T U R N Y O U R FA N S I N T O W E L L FA N S

1STEP

OFFER SPONSORS AN ENGAGED AUDIENCEmdashINTEGRATE SOCIAL MEDIA

T H E A D VA N TA G E T O B R A N D S A D I A L O G U E W I T H C O N S U M E R S

T H E A D VA N TA G E T O Y O U A N E W R E V E N U E S T R E A M

6Mass Relevance | Social Sponsorships

G AME SE T MATCHTHE US OPEN + XEROX Live Event Website Integration

When sponsorship demand exceeded the available opportunities the US Open needed to get creative

The result this 8rsquo X 50rsquo digital installation which was placed right outside the venue Both the wall and its companion web page displayed the most compelling US Open posts from Facebook Twitter and Instagram By showcasing fansrsquo passion in real-time it pulled in those who were on the sidelines

Limited inventory doesnrsquot have to limit revenue

7Mass Relevance | Social Sponsorships

SCORETHE WASHINGTON REDSKINS + VERIZON Facebook App

GAMETIME a Verizon-sponsored second-screen experience was the right call for fans looking to compete in contests with other fans weigh in on the game via polls and tweet what they thought about the players and plays With a live-stream of every game and ESPN radio feeds GAMETIME was where fans headed when they werenrsquot heading to FedEx Field

41 of all TV-related tweets are about sports programming

8Mass Relevance | Social Sponsorships

The key is making sure what yoursquore asking companies to sponsor is something that aligns with their brand ndash and is something that they could own long-term For example Home Depot has been sponsoring ESPNrsquos College Game Day for nine consecutive years Attaching themselves to an experience year after year Home Depot has leveraged a lasting value on an ongoing basis When the match is sustainable and ownable it will resonate with brands consumers viewers and readers over and over again

5 T I P S F O R S U C C E S S F U L S P O N S O R S H I P S

bull Look for partners that will appeal to your audience

bull Find ways to grab the audience ndash follow hashtags conversations

bull Use what yoursquove learned to tell authentic stories that captivate

bull Constantly re-evaluate your sponsorship relationships

bull Continue to provide new ways to keep sponsors (and audiences) interested

B U I L D T O L A S T

2STEP

CREATE ldquoOWNABLErdquo SPONSORSHIPSTHAT BRANDS WANT TO INVEST IN LONG-TERM

I N N O VAT I V E S O C I A L O P P O R T U N I T I E S O F F E R S P O N S O R S R E P E ATA B L E E X P E R I E N C E S Y E A R A F T E R Y E A R

9Mass Relevance | Social Sponsorships

VERY HAUTESTYLECOM + MAC COSMETICS Website Integration

MAC Cosmetics brought the runway to fashionistas with an ldquoas-it-happensrdquo feed of photos and conversations from Fashion Weeks around the world Visitors to the MAC-branded experience could track fashion shows by Stylecom reporters or popular hashtags plus use an interactive map to see where their favorite designersrsquo collections were being shown (as well as find a MAC retail location) This program was the very definition of fashion forward and as a result over 30 of the interactions with the pins on the Social Map were with MAC Cosmeticsrsquo pins

Over 80 of the interactions on the social page were with photos

10Mass Relevance | Social Sponsorships

GIRL S NIGHTHBO + URBAN OUTFITTERS Website Integration

What do you do when your audience and a companyrsquos audience are the same Socialize To celebrate Girlsrsquo season premiere Urban Outfitters asked their followers and the showrsquos fans to upload apartment pics to HBOrsquos very own platform HBO Connect One lucky urbanite was given a yearrsquos rent and a $5000 gift card to decorate their space with Urban Outfitterrsquos home line (perfect for furnishing that hip Brooklyn loft)

An interest in fashion-savvy millennials made this the perfect partnership

An interest in fashion-savvy millennials made this the perfect partnership

11Mass Relevance | Social Sponsorships

Give your audience an opportunity to see their responses Serve up polls hashtag battles chances to vote and celebrity QampAs These wonrsquot disrupt the experience theyrsquoll enhance it (along with increasing your KPIs)

T U R N H E A D S

3STEP

OFFER COMPELLING EXPERIENCES

C O N S U M E R S WA N T T O PA R T I C I PAT E I N M E A N I N G F U L WAYS S O C I A L S P O N S O R S H I P S G I V E T H E M T H AT C H A N C E

5 I D E A S T O S P U R C O NSU M E R PA R T I C I PAT I O N

bull Hashtag Battle

bull Celebrity QampA

bull MadLib Fill-in-the-Blank

bull Photo Wall

bull Social Heat Map

12Mass Relevance | Social Sponsorships

GR AND SL AM DUNKINTERSPORT + DENNYrsquoS Live Event On-Air Promotion

Taking advantage of ESPNrsquos live broadcast of the 25th annual College Slam sports marketing agency Intersport worked with Dennyrsquos to incorporate real-time social content into the viewing experience both onscreen and on the venuersquos jumbotron With Intersportrsquos Fifth Judge program those watching were able to shape the eventrsquos outcome Fans tweeted to vote for every single dunk and the 60000 topical tweets on ldquoDennyrsquos Fifth Judgerdquo accounted for 75 of total content around the College Slam event ndash results worthy of Dennyrsquos signature breakfast

DennysDiner gained 54 more followers during the week of the event than on the week prior

13Mass Relevance | Social Sponsorships

STAR PERFORMANCEAMERICAN IDOL + ATampT Live Event On-Air Promotion Website Integration

Already known for their second screen experiences these online and on-air executions allowed American Idol to reach their audience across multiple touchpoints ATampT-sponsored Tug of Wars around hot questions happened online and were shown onscreen encouraging viewers to keep watching Of all the Tweets around American Idol during ATampTrsquos sponsorship week 27 contained the sponsored hashtags IdolAgree and IdolDisagree Not surprisingly a spike in social activity followed every on-air call to action Talk about hitting all the right notes

100000+ tweets posted in a single evening

massrelevancemassrelevancecom(888) 330 6441800 Brazos Street Suite 340Austin TX 78701

Mass Relevance helps brands media and agencies get more from their social media efforts by building social experiences into their marketing strategy The Mass Relevance SaaS platform is leveraged to create real-time consumer engagement by aggregating filtering and re-displaying social content from any social network to any digital property mdash TV web mobile or jumbotron

REQUEST A DEMO

If yoursquore looking to attract new sponsors while retaining existing ones look beyond the expected ideas and to Mass Relevance

Page 6: 3 36764 the_nextlevelofsocialsponsorshipsbymassrelevancemedia

6Mass Relevance | Social Sponsorships

G AME SE T MATCHTHE US OPEN + XEROX Live Event Website Integration

When sponsorship demand exceeded the available opportunities the US Open needed to get creative

The result this 8rsquo X 50rsquo digital installation which was placed right outside the venue Both the wall and its companion web page displayed the most compelling US Open posts from Facebook Twitter and Instagram By showcasing fansrsquo passion in real-time it pulled in those who were on the sidelines

Limited inventory doesnrsquot have to limit revenue

7Mass Relevance | Social Sponsorships

SCORETHE WASHINGTON REDSKINS + VERIZON Facebook App

GAMETIME a Verizon-sponsored second-screen experience was the right call for fans looking to compete in contests with other fans weigh in on the game via polls and tweet what they thought about the players and plays With a live-stream of every game and ESPN radio feeds GAMETIME was where fans headed when they werenrsquot heading to FedEx Field

41 of all TV-related tweets are about sports programming

8Mass Relevance | Social Sponsorships

The key is making sure what yoursquore asking companies to sponsor is something that aligns with their brand ndash and is something that they could own long-term For example Home Depot has been sponsoring ESPNrsquos College Game Day for nine consecutive years Attaching themselves to an experience year after year Home Depot has leveraged a lasting value on an ongoing basis When the match is sustainable and ownable it will resonate with brands consumers viewers and readers over and over again

5 T I P S F O R S U C C E S S F U L S P O N S O R S H I P S

bull Look for partners that will appeal to your audience

bull Find ways to grab the audience ndash follow hashtags conversations

bull Use what yoursquove learned to tell authentic stories that captivate

bull Constantly re-evaluate your sponsorship relationships

bull Continue to provide new ways to keep sponsors (and audiences) interested

B U I L D T O L A S T

2STEP

CREATE ldquoOWNABLErdquo SPONSORSHIPSTHAT BRANDS WANT TO INVEST IN LONG-TERM

I N N O VAT I V E S O C I A L O P P O R T U N I T I E S O F F E R S P O N S O R S R E P E ATA B L E E X P E R I E N C E S Y E A R A F T E R Y E A R

9Mass Relevance | Social Sponsorships

VERY HAUTESTYLECOM + MAC COSMETICS Website Integration

MAC Cosmetics brought the runway to fashionistas with an ldquoas-it-happensrdquo feed of photos and conversations from Fashion Weeks around the world Visitors to the MAC-branded experience could track fashion shows by Stylecom reporters or popular hashtags plus use an interactive map to see where their favorite designersrsquo collections were being shown (as well as find a MAC retail location) This program was the very definition of fashion forward and as a result over 30 of the interactions with the pins on the Social Map were with MAC Cosmeticsrsquo pins

Over 80 of the interactions on the social page were with photos

10Mass Relevance | Social Sponsorships

GIRL S NIGHTHBO + URBAN OUTFITTERS Website Integration

What do you do when your audience and a companyrsquos audience are the same Socialize To celebrate Girlsrsquo season premiere Urban Outfitters asked their followers and the showrsquos fans to upload apartment pics to HBOrsquos very own platform HBO Connect One lucky urbanite was given a yearrsquos rent and a $5000 gift card to decorate their space with Urban Outfitterrsquos home line (perfect for furnishing that hip Brooklyn loft)

An interest in fashion-savvy millennials made this the perfect partnership

An interest in fashion-savvy millennials made this the perfect partnership

11Mass Relevance | Social Sponsorships

Give your audience an opportunity to see their responses Serve up polls hashtag battles chances to vote and celebrity QampAs These wonrsquot disrupt the experience theyrsquoll enhance it (along with increasing your KPIs)

T U R N H E A D S

3STEP

OFFER COMPELLING EXPERIENCES

C O N S U M E R S WA N T T O PA R T I C I PAT E I N M E A N I N G F U L WAYS S O C I A L S P O N S O R S H I P S G I V E T H E M T H AT C H A N C E

5 I D E A S T O S P U R C O NSU M E R PA R T I C I PAT I O N

bull Hashtag Battle

bull Celebrity QampA

bull MadLib Fill-in-the-Blank

bull Photo Wall

bull Social Heat Map

12Mass Relevance | Social Sponsorships

GR AND SL AM DUNKINTERSPORT + DENNYrsquoS Live Event On-Air Promotion

Taking advantage of ESPNrsquos live broadcast of the 25th annual College Slam sports marketing agency Intersport worked with Dennyrsquos to incorporate real-time social content into the viewing experience both onscreen and on the venuersquos jumbotron With Intersportrsquos Fifth Judge program those watching were able to shape the eventrsquos outcome Fans tweeted to vote for every single dunk and the 60000 topical tweets on ldquoDennyrsquos Fifth Judgerdquo accounted for 75 of total content around the College Slam event ndash results worthy of Dennyrsquos signature breakfast

DennysDiner gained 54 more followers during the week of the event than on the week prior

13Mass Relevance | Social Sponsorships

STAR PERFORMANCEAMERICAN IDOL + ATampT Live Event On-Air Promotion Website Integration

Already known for their second screen experiences these online and on-air executions allowed American Idol to reach their audience across multiple touchpoints ATampT-sponsored Tug of Wars around hot questions happened online and were shown onscreen encouraging viewers to keep watching Of all the Tweets around American Idol during ATampTrsquos sponsorship week 27 contained the sponsored hashtags IdolAgree and IdolDisagree Not surprisingly a spike in social activity followed every on-air call to action Talk about hitting all the right notes

100000+ tweets posted in a single evening

massrelevancemassrelevancecom(888) 330 6441800 Brazos Street Suite 340Austin TX 78701

Mass Relevance helps brands media and agencies get more from their social media efforts by building social experiences into their marketing strategy The Mass Relevance SaaS platform is leveraged to create real-time consumer engagement by aggregating filtering and re-displaying social content from any social network to any digital property mdash TV web mobile or jumbotron

REQUEST A DEMO

If yoursquore looking to attract new sponsors while retaining existing ones look beyond the expected ideas and to Mass Relevance

Page 7: 3 36764 the_nextlevelofsocialsponsorshipsbymassrelevancemedia

7Mass Relevance | Social Sponsorships

SCORETHE WASHINGTON REDSKINS + VERIZON Facebook App

GAMETIME a Verizon-sponsored second-screen experience was the right call for fans looking to compete in contests with other fans weigh in on the game via polls and tweet what they thought about the players and plays With a live-stream of every game and ESPN radio feeds GAMETIME was where fans headed when they werenrsquot heading to FedEx Field

41 of all TV-related tweets are about sports programming

8Mass Relevance | Social Sponsorships

The key is making sure what yoursquore asking companies to sponsor is something that aligns with their brand ndash and is something that they could own long-term For example Home Depot has been sponsoring ESPNrsquos College Game Day for nine consecutive years Attaching themselves to an experience year after year Home Depot has leveraged a lasting value on an ongoing basis When the match is sustainable and ownable it will resonate with brands consumers viewers and readers over and over again

5 T I P S F O R S U C C E S S F U L S P O N S O R S H I P S

bull Look for partners that will appeal to your audience

bull Find ways to grab the audience ndash follow hashtags conversations

bull Use what yoursquove learned to tell authentic stories that captivate

bull Constantly re-evaluate your sponsorship relationships

bull Continue to provide new ways to keep sponsors (and audiences) interested

B U I L D T O L A S T

2STEP

CREATE ldquoOWNABLErdquo SPONSORSHIPSTHAT BRANDS WANT TO INVEST IN LONG-TERM

I N N O VAT I V E S O C I A L O P P O R T U N I T I E S O F F E R S P O N S O R S R E P E ATA B L E E X P E R I E N C E S Y E A R A F T E R Y E A R

9Mass Relevance | Social Sponsorships

VERY HAUTESTYLECOM + MAC COSMETICS Website Integration

MAC Cosmetics brought the runway to fashionistas with an ldquoas-it-happensrdquo feed of photos and conversations from Fashion Weeks around the world Visitors to the MAC-branded experience could track fashion shows by Stylecom reporters or popular hashtags plus use an interactive map to see where their favorite designersrsquo collections were being shown (as well as find a MAC retail location) This program was the very definition of fashion forward and as a result over 30 of the interactions with the pins on the Social Map were with MAC Cosmeticsrsquo pins

Over 80 of the interactions on the social page were with photos

10Mass Relevance | Social Sponsorships

GIRL S NIGHTHBO + URBAN OUTFITTERS Website Integration

What do you do when your audience and a companyrsquos audience are the same Socialize To celebrate Girlsrsquo season premiere Urban Outfitters asked their followers and the showrsquos fans to upload apartment pics to HBOrsquos very own platform HBO Connect One lucky urbanite was given a yearrsquos rent and a $5000 gift card to decorate their space with Urban Outfitterrsquos home line (perfect for furnishing that hip Brooklyn loft)

An interest in fashion-savvy millennials made this the perfect partnership

An interest in fashion-savvy millennials made this the perfect partnership

11Mass Relevance | Social Sponsorships

Give your audience an opportunity to see their responses Serve up polls hashtag battles chances to vote and celebrity QampAs These wonrsquot disrupt the experience theyrsquoll enhance it (along with increasing your KPIs)

T U R N H E A D S

3STEP

OFFER COMPELLING EXPERIENCES

C O N S U M E R S WA N T T O PA R T I C I PAT E I N M E A N I N G F U L WAYS S O C I A L S P O N S O R S H I P S G I V E T H E M T H AT C H A N C E

5 I D E A S T O S P U R C O NSU M E R PA R T I C I PAT I O N

bull Hashtag Battle

bull Celebrity QampA

bull MadLib Fill-in-the-Blank

bull Photo Wall

bull Social Heat Map

12Mass Relevance | Social Sponsorships

GR AND SL AM DUNKINTERSPORT + DENNYrsquoS Live Event On-Air Promotion

Taking advantage of ESPNrsquos live broadcast of the 25th annual College Slam sports marketing agency Intersport worked with Dennyrsquos to incorporate real-time social content into the viewing experience both onscreen and on the venuersquos jumbotron With Intersportrsquos Fifth Judge program those watching were able to shape the eventrsquos outcome Fans tweeted to vote for every single dunk and the 60000 topical tweets on ldquoDennyrsquos Fifth Judgerdquo accounted for 75 of total content around the College Slam event ndash results worthy of Dennyrsquos signature breakfast

DennysDiner gained 54 more followers during the week of the event than on the week prior

13Mass Relevance | Social Sponsorships

STAR PERFORMANCEAMERICAN IDOL + ATampT Live Event On-Air Promotion Website Integration

Already known for their second screen experiences these online and on-air executions allowed American Idol to reach their audience across multiple touchpoints ATampT-sponsored Tug of Wars around hot questions happened online and were shown onscreen encouraging viewers to keep watching Of all the Tweets around American Idol during ATampTrsquos sponsorship week 27 contained the sponsored hashtags IdolAgree and IdolDisagree Not surprisingly a spike in social activity followed every on-air call to action Talk about hitting all the right notes

100000+ tweets posted in a single evening

massrelevancemassrelevancecom(888) 330 6441800 Brazos Street Suite 340Austin TX 78701

Mass Relevance helps brands media and agencies get more from their social media efforts by building social experiences into their marketing strategy The Mass Relevance SaaS platform is leveraged to create real-time consumer engagement by aggregating filtering and re-displaying social content from any social network to any digital property mdash TV web mobile or jumbotron

REQUEST A DEMO

If yoursquore looking to attract new sponsors while retaining existing ones look beyond the expected ideas and to Mass Relevance

Page 8: 3 36764 the_nextlevelofsocialsponsorshipsbymassrelevancemedia

8Mass Relevance | Social Sponsorships

The key is making sure what yoursquore asking companies to sponsor is something that aligns with their brand ndash and is something that they could own long-term For example Home Depot has been sponsoring ESPNrsquos College Game Day for nine consecutive years Attaching themselves to an experience year after year Home Depot has leveraged a lasting value on an ongoing basis When the match is sustainable and ownable it will resonate with brands consumers viewers and readers over and over again

5 T I P S F O R S U C C E S S F U L S P O N S O R S H I P S

bull Look for partners that will appeal to your audience

bull Find ways to grab the audience ndash follow hashtags conversations

bull Use what yoursquove learned to tell authentic stories that captivate

bull Constantly re-evaluate your sponsorship relationships

bull Continue to provide new ways to keep sponsors (and audiences) interested

B U I L D T O L A S T

2STEP

CREATE ldquoOWNABLErdquo SPONSORSHIPSTHAT BRANDS WANT TO INVEST IN LONG-TERM

I N N O VAT I V E S O C I A L O P P O R T U N I T I E S O F F E R S P O N S O R S R E P E ATA B L E E X P E R I E N C E S Y E A R A F T E R Y E A R

9Mass Relevance | Social Sponsorships

VERY HAUTESTYLECOM + MAC COSMETICS Website Integration

MAC Cosmetics brought the runway to fashionistas with an ldquoas-it-happensrdquo feed of photos and conversations from Fashion Weeks around the world Visitors to the MAC-branded experience could track fashion shows by Stylecom reporters or popular hashtags plus use an interactive map to see where their favorite designersrsquo collections were being shown (as well as find a MAC retail location) This program was the very definition of fashion forward and as a result over 30 of the interactions with the pins on the Social Map were with MAC Cosmeticsrsquo pins

Over 80 of the interactions on the social page were with photos

10Mass Relevance | Social Sponsorships

GIRL S NIGHTHBO + URBAN OUTFITTERS Website Integration

What do you do when your audience and a companyrsquos audience are the same Socialize To celebrate Girlsrsquo season premiere Urban Outfitters asked their followers and the showrsquos fans to upload apartment pics to HBOrsquos very own platform HBO Connect One lucky urbanite was given a yearrsquos rent and a $5000 gift card to decorate their space with Urban Outfitterrsquos home line (perfect for furnishing that hip Brooklyn loft)

An interest in fashion-savvy millennials made this the perfect partnership

An interest in fashion-savvy millennials made this the perfect partnership

11Mass Relevance | Social Sponsorships

Give your audience an opportunity to see their responses Serve up polls hashtag battles chances to vote and celebrity QampAs These wonrsquot disrupt the experience theyrsquoll enhance it (along with increasing your KPIs)

T U R N H E A D S

3STEP

OFFER COMPELLING EXPERIENCES

C O N S U M E R S WA N T T O PA R T I C I PAT E I N M E A N I N G F U L WAYS S O C I A L S P O N S O R S H I P S G I V E T H E M T H AT C H A N C E

5 I D E A S T O S P U R C O NSU M E R PA R T I C I PAT I O N

bull Hashtag Battle

bull Celebrity QampA

bull MadLib Fill-in-the-Blank

bull Photo Wall

bull Social Heat Map

12Mass Relevance | Social Sponsorships

GR AND SL AM DUNKINTERSPORT + DENNYrsquoS Live Event On-Air Promotion

Taking advantage of ESPNrsquos live broadcast of the 25th annual College Slam sports marketing agency Intersport worked with Dennyrsquos to incorporate real-time social content into the viewing experience both onscreen and on the venuersquos jumbotron With Intersportrsquos Fifth Judge program those watching were able to shape the eventrsquos outcome Fans tweeted to vote for every single dunk and the 60000 topical tweets on ldquoDennyrsquos Fifth Judgerdquo accounted for 75 of total content around the College Slam event ndash results worthy of Dennyrsquos signature breakfast

DennysDiner gained 54 more followers during the week of the event than on the week prior

13Mass Relevance | Social Sponsorships

STAR PERFORMANCEAMERICAN IDOL + ATampT Live Event On-Air Promotion Website Integration

Already known for their second screen experiences these online and on-air executions allowed American Idol to reach their audience across multiple touchpoints ATampT-sponsored Tug of Wars around hot questions happened online and were shown onscreen encouraging viewers to keep watching Of all the Tweets around American Idol during ATampTrsquos sponsorship week 27 contained the sponsored hashtags IdolAgree and IdolDisagree Not surprisingly a spike in social activity followed every on-air call to action Talk about hitting all the right notes

100000+ tweets posted in a single evening

massrelevancemassrelevancecom(888) 330 6441800 Brazos Street Suite 340Austin TX 78701

Mass Relevance helps brands media and agencies get more from their social media efforts by building social experiences into their marketing strategy The Mass Relevance SaaS platform is leveraged to create real-time consumer engagement by aggregating filtering and re-displaying social content from any social network to any digital property mdash TV web mobile or jumbotron

REQUEST A DEMO

If yoursquore looking to attract new sponsors while retaining existing ones look beyond the expected ideas and to Mass Relevance

Page 9: 3 36764 the_nextlevelofsocialsponsorshipsbymassrelevancemedia

9Mass Relevance | Social Sponsorships

VERY HAUTESTYLECOM + MAC COSMETICS Website Integration

MAC Cosmetics brought the runway to fashionistas with an ldquoas-it-happensrdquo feed of photos and conversations from Fashion Weeks around the world Visitors to the MAC-branded experience could track fashion shows by Stylecom reporters or popular hashtags plus use an interactive map to see where their favorite designersrsquo collections were being shown (as well as find a MAC retail location) This program was the very definition of fashion forward and as a result over 30 of the interactions with the pins on the Social Map were with MAC Cosmeticsrsquo pins

Over 80 of the interactions on the social page were with photos

10Mass Relevance | Social Sponsorships

GIRL S NIGHTHBO + URBAN OUTFITTERS Website Integration

What do you do when your audience and a companyrsquos audience are the same Socialize To celebrate Girlsrsquo season premiere Urban Outfitters asked their followers and the showrsquos fans to upload apartment pics to HBOrsquos very own platform HBO Connect One lucky urbanite was given a yearrsquos rent and a $5000 gift card to decorate their space with Urban Outfitterrsquos home line (perfect for furnishing that hip Brooklyn loft)

An interest in fashion-savvy millennials made this the perfect partnership

An interest in fashion-savvy millennials made this the perfect partnership

11Mass Relevance | Social Sponsorships

Give your audience an opportunity to see their responses Serve up polls hashtag battles chances to vote and celebrity QampAs These wonrsquot disrupt the experience theyrsquoll enhance it (along with increasing your KPIs)

T U R N H E A D S

3STEP

OFFER COMPELLING EXPERIENCES

C O N S U M E R S WA N T T O PA R T I C I PAT E I N M E A N I N G F U L WAYS S O C I A L S P O N S O R S H I P S G I V E T H E M T H AT C H A N C E

5 I D E A S T O S P U R C O NSU M E R PA R T I C I PAT I O N

bull Hashtag Battle

bull Celebrity QampA

bull MadLib Fill-in-the-Blank

bull Photo Wall

bull Social Heat Map

12Mass Relevance | Social Sponsorships

GR AND SL AM DUNKINTERSPORT + DENNYrsquoS Live Event On-Air Promotion

Taking advantage of ESPNrsquos live broadcast of the 25th annual College Slam sports marketing agency Intersport worked with Dennyrsquos to incorporate real-time social content into the viewing experience both onscreen and on the venuersquos jumbotron With Intersportrsquos Fifth Judge program those watching were able to shape the eventrsquos outcome Fans tweeted to vote for every single dunk and the 60000 topical tweets on ldquoDennyrsquos Fifth Judgerdquo accounted for 75 of total content around the College Slam event ndash results worthy of Dennyrsquos signature breakfast

DennysDiner gained 54 more followers during the week of the event than on the week prior

13Mass Relevance | Social Sponsorships

STAR PERFORMANCEAMERICAN IDOL + ATampT Live Event On-Air Promotion Website Integration

Already known for their second screen experiences these online and on-air executions allowed American Idol to reach their audience across multiple touchpoints ATampT-sponsored Tug of Wars around hot questions happened online and were shown onscreen encouraging viewers to keep watching Of all the Tweets around American Idol during ATampTrsquos sponsorship week 27 contained the sponsored hashtags IdolAgree and IdolDisagree Not surprisingly a spike in social activity followed every on-air call to action Talk about hitting all the right notes

100000+ tweets posted in a single evening

massrelevancemassrelevancecom(888) 330 6441800 Brazos Street Suite 340Austin TX 78701

Mass Relevance helps brands media and agencies get more from their social media efforts by building social experiences into their marketing strategy The Mass Relevance SaaS platform is leveraged to create real-time consumer engagement by aggregating filtering and re-displaying social content from any social network to any digital property mdash TV web mobile or jumbotron

REQUEST A DEMO

If yoursquore looking to attract new sponsors while retaining existing ones look beyond the expected ideas and to Mass Relevance

Page 10: 3 36764 the_nextlevelofsocialsponsorshipsbymassrelevancemedia

10Mass Relevance | Social Sponsorships

GIRL S NIGHTHBO + URBAN OUTFITTERS Website Integration

What do you do when your audience and a companyrsquos audience are the same Socialize To celebrate Girlsrsquo season premiere Urban Outfitters asked their followers and the showrsquos fans to upload apartment pics to HBOrsquos very own platform HBO Connect One lucky urbanite was given a yearrsquos rent and a $5000 gift card to decorate their space with Urban Outfitterrsquos home line (perfect for furnishing that hip Brooklyn loft)

An interest in fashion-savvy millennials made this the perfect partnership

An interest in fashion-savvy millennials made this the perfect partnership

11Mass Relevance | Social Sponsorships

Give your audience an opportunity to see their responses Serve up polls hashtag battles chances to vote and celebrity QampAs These wonrsquot disrupt the experience theyrsquoll enhance it (along with increasing your KPIs)

T U R N H E A D S

3STEP

OFFER COMPELLING EXPERIENCES

C O N S U M E R S WA N T T O PA R T I C I PAT E I N M E A N I N G F U L WAYS S O C I A L S P O N S O R S H I P S G I V E T H E M T H AT C H A N C E

5 I D E A S T O S P U R C O NSU M E R PA R T I C I PAT I O N

bull Hashtag Battle

bull Celebrity QampA

bull MadLib Fill-in-the-Blank

bull Photo Wall

bull Social Heat Map

12Mass Relevance | Social Sponsorships

GR AND SL AM DUNKINTERSPORT + DENNYrsquoS Live Event On-Air Promotion

Taking advantage of ESPNrsquos live broadcast of the 25th annual College Slam sports marketing agency Intersport worked with Dennyrsquos to incorporate real-time social content into the viewing experience both onscreen and on the venuersquos jumbotron With Intersportrsquos Fifth Judge program those watching were able to shape the eventrsquos outcome Fans tweeted to vote for every single dunk and the 60000 topical tweets on ldquoDennyrsquos Fifth Judgerdquo accounted for 75 of total content around the College Slam event ndash results worthy of Dennyrsquos signature breakfast

DennysDiner gained 54 more followers during the week of the event than on the week prior

13Mass Relevance | Social Sponsorships

STAR PERFORMANCEAMERICAN IDOL + ATampT Live Event On-Air Promotion Website Integration

Already known for their second screen experiences these online and on-air executions allowed American Idol to reach their audience across multiple touchpoints ATampT-sponsored Tug of Wars around hot questions happened online and were shown onscreen encouraging viewers to keep watching Of all the Tweets around American Idol during ATampTrsquos sponsorship week 27 contained the sponsored hashtags IdolAgree and IdolDisagree Not surprisingly a spike in social activity followed every on-air call to action Talk about hitting all the right notes

100000+ tweets posted in a single evening

massrelevancemassrelevancecom(888) 330 6441800 Brazos Street Suite 340Austin TX 78701

Mass Relevance helps brands media and agencies get more from their social media efforts by building social experiences into their marketing strategy The Mass Relevance SaaS platform is leveraged to create real-time consumer engagement by aggregating filtering and re-displaying social content from any social network to any digital property mdash TV web mobile or jumbotron

REQUEST A DEMO

If yoursquore looking to attract new sponsors while retaining existing ones look beyond the expected ideas and to Mass Relevance

Page 11: 3 36764 the_nextlevelofsocialsponsorshipsbymassrelevancemedia

11Mass Relevance | Social Sponsorships

Give your audience an opportunity to see their responses Serve up polls hashtag battles chances to vote and celebrity QampAs These wonrsquot disrupt the experience theyrsquoll enhance it (along with increasing your KPIs)

T U R N H E A D S

3STEP

OFFER COMPELLING EXPERIENCES

C O N S U M E R S WA N T T O PA R T I C I PAT E I N M E A N I N G F U L WAYS S O C I A L S P O N S O R S H I P S G I V E T H E M T H AT C H A N C E

5 I D E A S T O S P U R C O NSU M E R PA R T I C I PAT I O N

bull Hashtag Battle

bull Celebrity QampA

bull MadLib Fill-in-the-Blank

bull Photo Wall

bull Social Heat Map

12Mass Relevance | Social Sponsorships

GR AND SL AM DUNKINTERSPORT + DENNYrsquoS Live Event On-Air Promotion

Taking advantage of ESPNrsquos live broadcast of the 25th annual College Slam sports marketing agency Intersport worked with Dennyrsquos to incorporate real-time social content into the viewing experience both onscreen and on the venuersquos jumbotron With Intersportrsquos Fifth Judge program those watching were able to shape the eventrsquos outcome Fans tweeted to vote for every single dunk and the 60000 topical tweets on ldquoDennyrsquos Fifth Judgerdquo accounted for 75 of total content around the College Slam event ndash results worthy of Dennyrsquos signature breakfast

DennysDiner gained 54 more followers during the week of the event than on the week prior

13Mass Relevance | Social Sponsorships

STAR PERFORMANCEAMERICAN IDOL + ATampT Live Event On-Air Promotion Website Integration

Already known for their second screen experiences these online and on-air executions allowed American Idol to reach their audience across multiple touchpoints ATampT-sponsored Tug of Wars around hot questions happened online and were shown onscreen encouraging viewers to keep watching Of all the Tweets around American Idol during ATampTrsquos sponsorship week 27 contained the sponsored hashtags IdolAgree and IdolDisagree Not surprisingly a spike in social activity followed every on-air call to action Talk about hitting all the right notes

100000+ tweets posted in a single evening

massrelevancemassrelevancecom(888) 330 6441800 Brazos Street Suite 340Austin TX 78701

Mass Relevance helps brands media and agencies get more from their social media efforts by building social experiences into their marketing strategy The Mass Relevance SaaS platform is leveraged to create real-time consumer engagement by aggregating filtering and re-displaying social content from any social network to any digital property mdash TV web mobile or jumbotron

REQUEST A DEMO

If yoursquore looking to attract new sponsors while retaining existing ones look beyond the expected ideas and to Mass Relevance

Page 12: 3 36764 the_nextlevelofsocialsponsorshipsbymassrelevancemedia

12Mass Relevance | Social Sponsorships

GR AND SL AM DUNKINTERSPORT + DENNYrsquoS Live Event On-Air Promotion

Taking advantage of ESPNrsquos live broadcast of the 25th annual College Slam sports marketing agency Intersport worked with Dennyrsquos to incorporate real-time social content into the viewing experience both onscreen and on the venuersquos jumbotron With Intersportrsquos Fifth Judge program those watching were able to shape the eventrsquos outcome Fans tweeted to vote for every single dunk and the 60000 topical tweets on ldquoDennyrsquos Fifth Judgerdquo accounted for 75 of total content around the College Slam event ndash results worthy of Dennyrsquos signature breakfast

DennysDiner gained 54 more followers during the week of the event than on the week prior

13Mass Relevance | Social Sponsorships

STAR PERFORMANCEAMERICAN IDOL + ATampT Live Event On-Air Promotion Website Integration

Already known for their second screen experiences these online and on-air executions allowed American Idol to reach their audience across multiple touchpoints ATampT-sponsored Tug of Wars around hot questions happened online and were shown onscreen encouraging viewers to keep watching Of all the Tweets around American Idol during ATampTrsquos sponsorship week 27 contained the sponsored hashtags IdolAgree and IdolDisagree Not surprisingly a spike in social activity followed every on-air call to action Talk about hitting all the right notes

100000+ tweets posted in a single evening

massrelevancemassrelevancecom(888) 330 6441800 Brazos Street Suite 340Austin TX 78701

Mass Relevance helps brands media and agencies get more from their social media efforts by building social experiences into their marketing strategy The Mass Relevance SaaS platform is leveraged to create real-time consumer engagement by aggregating filtering and re-displaying social content from any social network to any digital property mdash TV web mobile or jumbotron

REQUEST A DEMO

If yoursquore looking to attract new sponsors while retaining existing ones look beyond the expected ideas and to Mass Relevance

Page 13: 3 36764 the_nextlevelofsocialsponsorshipsbymassrelevancemedia

13Mass Relevance | Social Sponsorships

STAR PERFORMANCEAMERICAN IDOL + ATampT Live Event On-Air Promotion Website Integration

Already known for their second screen experiences these online and on-air executions allowed American Idol to reach their audience across multiple touchpoints ATampT-sponsored Tug of Wars around hot questions happened online and were shown onscreen encouraging viewers to keep watching Of all the Tweets around American Idol during ATampTrsquos sponsorship week 27 contained the sponsored hashtags IdolAgree and IdolDisagree Not surprisingly a spike in social activity followed every on-air call to action Talk about hitting all the right notes

100000+ tweets posted in a single evening

massrelevancemassrelevancecom(888) 330 6441800 Brazos Street Suite 340Austin TX 78701

Mass Relevance helps brands media and agencies get more from their social media efforts by building social experiences into their marketing strategy The Mass Relevance SaaS platform is leveraged to create real-time consumer engagement by aggregating filtering and re-displaying social content from any social network to any digital property mdash TV web mobile or jumbotron

REQUEST A DEMO

If yoursquore looking to attract new sponsors while retaining existing ones look beyond the expected ideas and to Mass Relevance

Page 14: 3 36764 the_nextlevelofsocialsponsorshipsbymassrelevancemedia

massrelevancemassrelevancecom(888) 330 6441800 Brazos Street Suite 340Austin TX 78701

Mass Relevance helps brands media and agencies get more from their social media efforts by building social experiences into their marketing strategy The Mass Relevance SaaS platform is leveraged to create real-time consumer engagement by aggregating filtering and re-displaying social content from any social network to any digital property mdash TV web mobile or jumbotron

REQUEST A DEMO

If yoursquore looking to attract new sponsors while retaining existing ones look beyond the expected ideas and to Mass Relevance