By Sharad Gupta
Marketing and brand strategy often struggle with newness and innovation as customer dynamism is on the rise and grabbing eyeballs is becoming tough. Finding unique initiatives, campaigns and opportunities for brand visibility and engagement is imperative.
Moment marketing — capitalising on timely, relevant events — has emerged as a powerful strategy to cut through the noise and create meaningful connections with consumers. Let me share some interesting numbers for sports viewership in India that vouch for sports as a platform of brand merit. At the heart of moment marketing is storytelling and crafting narratives that resonate with the emotions of the moment. Whether it’s the thrill of victory or the agony of defeat, brands can connect with audiences on a deeper level through storytelling. Sports evoke strong emotions, and brands that can tap into these feelings will create lasting impressions. By aligning with the highs and lows of a game, a brand can craft stories that resonate with fans, making their marketing efforts more impactful. Associating moment marketing campaigns with charitable causes and extending proceeds to a sports-related charity during an event can further deepen emotional connections and goodwill among fans.
The most exciting feature-embedded strategy is to leverage the real-time connect. The immediacy of social media has transformed how brands interact with audiences, especially during live sports events. Platforms like Twitter, Instagram, and Facebook enable brands to engage in real-time, creating a dynamic dialogue with fans. Through live-tweeting or posting, by commenting on key moments, creating memes and GIFs, sharing instant reactions, and using event-specific hashtags, brands can insert themselves into the ongoing conversation, boosting visibility and relevance.
When fans feel involved, they’re more likely to share their experiences, spreading the brand’s reach organically. Interactive campaigns not only engage the audience but also create a two-way conversation, making the brand experience more immersive and memorable. Predictive contests where fans guess scores, outcomes, or even player performances can significantly boost engagement. Offering prizes, whether they’re branded merchandise or exclusive experiences, adds an incentive for participation, driving both interaction and brand loyalty. Implementing live polls, quizzes, or even prediction games during the event keeps the audience engaged.
Customised sports events are ripe for campaigns that capitalise on the emotional highs and lows of the game. Tailoring promotions, offers, and products to the event not only resonates with fans but also drives engagement and sales. Introducing limited edition products tied to a specific team, event, or moment taps into fans’ loyalty and desire for exclusivity & drives both sales and brand affinity.
Partnering with sports influencers or athletes allows brands to reach targeted audiences with authentic and engaging content. These collaborations can range from sponsored posts to more integrated content, such as behind-the-scenes footage or exclusive insights. Using athletes as brand ambassadors during sports events helps create a direct link between the brand and the sports world. These ambassadors can share content, participate in ad campaigns, and even engage in real-time marketing efforts that resonate with their fanbase.
It is a game changer to capture the moment and turn it into a marketing win. As events unfold, brands should be ready to adjust their campaigns to reflect the game’s current state. Continuing the conversation after the event can keep the brand top-of-mind and foster ongoing loyalty. Sending personalised thank-you messages to fans who engaged with the brand during the event can reinforce the connection and encourage future interactions.
Breaking through the noise in today’s crowded digital space requires creativity, agility, and a deep understanding of the audience’s passions. By implementing moment marketing strategies during sports events, brands can tap into the excitement, emotion, and community that sports naturally generate. By using a well-timed tweet, a clever promotion, or a heartfelt story, your brand can go from the sidelines to center stage. Just remember: in the game of moment marketing, it’s not just about playing to win — it’s about making sure everyone has a good laugh along the way.
The author is founder & CEO, wnn.
(Views expressed are the author’s own and not necessarily those of financialexpress.com)