Snack Summary: The Bundesliga tests fan loyalty in new campaign and the Minnesota Vikings launch a virtual reality mobile app

Snack Summary: The Bundesliga tests fan loyalty in new campaign and the Minnesota Vikings launch a virtual reality mobile app
Snack Summary

The Bundesliga released a creative campaign this week where they organised a loyalty test for fans of FC Bayern Munich, Borussia Dortmund and Borussia Mönchengladbach. Within, two fake football agents asked these die-hard fans to change their team alliances luring them with money and cars. The aim of the campaign was to show that football fans are not for sale. All three of the participants involved denied changing their loyalty, stating that football is about character and passion not about money.

Corporations who sign a partnership with sports teams and associations often gain the rights to use a range of elements to promote to their followers. One of the best ways to get the highest use out of these is through sponsorship activation campaigns. These are tactical activities that help to exploit marketing rights to the fullest and result in high consumer reach and engagement. Some of the most innovative activation include the Samsung Slider and the Hyundai: Football Heaven Dome. Each of these events enhanced fan interaction and helped organisations gain a significant reach.

This week the Minnesota Vikings announced the launch of a virtual reality mobile app making them the first NFL American football franchise to do so. The app which is available to download from the Oculus Store will enable fans to view 360-degree videos and behind-the-scenes pictures at Vikings home games and events at the team’s US Bank Stadium. VR is being used more than ever by sports organisations. The technology allows clubs to bring the action to their fans, providing them with an immersive experience.

Google has bounced back to become the top source of traffic for publishers. Last year saw Facebook jump to the top of the list with a range of new tools and innovations. Facebook’s change in algorithms and introductions of Instant Articles has not had the growth expected in overall referrals to media content. The detrimental effect it has had on some businesses has caused a few to leave using Instant Articles altogether. On the other hand, Google AMP has been steadily increasing referrers and this looks set to continue into 2018.