Aside from matters of family, love, and religion, little else raises more passion on a global scale than sport. They stand as the ultimate uniter and divider in the realm of entertainment. With Summer 2024 poised to deliver one of the biggest sporting calendars in recent years, featuring the Olympics in Paris, the Euros in Germany and Champions League in London, a new era of marketing approaches. To examine the meteoric rise of live fan experiences, and what to expect from sports marketing in 2024, IPM sits down with its latest member, C-Screens, the largest provider of Out-Of-Home Screens in the UK. C-Screens will be bringing multiple pop-up screening events, showing live premium sports all day, from iconic bustling city centres through to high end shopping districts such as Covent Garden. Equipped with large state of the art high-definition LED screens and multiple unique activation spaces, C-Screens offers ready-made sporting havens, heralding the future of live fan experiences. But first, let’s remind ourselves why 2024 is so special for sports. 

Summer of Sports 2024

• 2023 set a precedent for the UK, with major sporting events injecting a remarkable £373 million into the national economy, as researched by UK Sport.

• This figure is set to soar with the Guardian heralding this summer 2024 as “one for the ages”, referring to the extraordinary line-up of sporting events.

• The Olympics are set for Paris, with the Champions League final in London. Dublin will host the Europa League Final, and England is a strong contender in the European Championship. The year features two T20 World Cups, The Open Championship, Tour de France, Wimbledon, and the British Grand Prix, among other major events.

• This pivotal moment in sports is also a turning point for marketing. The industry is poised to revolutionise how fans experience, enjoy, and engage with sports.

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With this high concentration of major sporting events, fan experiences are expected to reach peak interest during the summer period. Originally designed to extend the live sports experience beyond the stadium to a wider audience, fan zones emerged in the early 2000s around major football tournaments. These unique brand experiences have since become more than just places to watch sports. They are now immersive hubs of excitement, “bringing the party to the people,” as described by the Paris 2024 sports minister, Amelie Oudea-Castera. By combining the power of the big screen alongside a brand activation can provide a valuable addition to immersive experiences. C-Screens partnership with Multiplay attracted bigger than ever audiences with its free, outdoor live gaming event that featured a knockout style football tournament on the giant screens, streamed simultaneously across multiple locations.

“Today, sports is all about the experience. It’s not just watching a game but feeling part of it, no matter where you are. This evolution has opened up new avenues for engaging with content and creating moments that bring fans together.”

Robert Hicks, CEO, C-Screens

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C-Screens as a modern outdoor broadcaster has a clear goal to entertain consumers and can help brands and agencies facilitate a wide range of brand engagement activations and lifestyle content, as well as offering opportunities with on-site retailing. The effectiveness of these captivating environments stems from the extended dwell time of audiences engrossed in the action on the big screens, providing an optimal setting for impactful and emotionally charged consumer interactions.

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Enlivening Spaces, Engaging Minds

With key sporting milestones compressed between May and September this Summer, live-screening experiences are one of the hottest trends in marketing right now. C-Screens stands at the forefront of this movement, providing solutions for official sport sponsors as well as catering for those who are just dipping their toes into the world of sport to engage in new and creative ways with a sport loving audience. As the latest addition to the IPM Community, C-Screens extends a warm invitation to fellow IPM members to help support their promotional and brand experiences this sporting season. If you’re interested in exploring what’s possible, please get in touch with hello@c-screens.com

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London-based specialist Digital Out of Home (DOOH) agency Grand Visual has been brought in by Coca-Cola in Switzerland to run a large-format Augmented Reality (AR) experience at Zürich’s main train station to celebrate the FIFA World Cup and the soft drinks brand’s continued support of the game. Lucky fans are being offered the chance to engage with a digital version of Switzerland’s Xherdan Shaqiri on-screen.

Participants are being treated to a show of skill from Shaqiri and are then invited to get involved and play a few shots against the Swiss star. At the end of the experience, people have the chance to take a photo with the virtual Shaqiri, and leave their details to receive a copy of the photo and a chance to win a FIFA World Cup Official Match Ball.

The campaign was created by Top-Spot and London-based DOOH creative services firm Grand Visual, which also directed and built the bespoke creative technology set-up. Project initiation and promotion consultancy were performed by GroupM Out of Home. Media planning and buying was by Top-Spot and Mediacom. Anthem provided video assets and delivered a social sharing App to further engage audiences on-the-go.

Robert Percze, Senior Brand Manager at Coca-Cola Switzerland says: “Coca-Cola Switzerland is pleased to offer a new type of experience for football fans. It’s the perfect way to get people into a perfect football mood right at the beginning of the FIFA World Cup 2018.”

Dan Dawson, Chief Creative Technology Director for Grand Visual, adds: “It is great to be working with Coca-Cola again on a project that taps into the most coveted cultural event of the year. The appetite to innovate and collaborate, right from the start, has made the delivery of this project seamless. Clever use of technology has produced a memorable experience that participants can share online with family and friends.”

The Coca-Cola Company is one of the longest-standing corporate partners of FIFA, with a formal association since 1974 and an official sponsorship of the FIFA World Cup that began in 1978. Coca-Cola has had stadium advertising at every FIFA World Cup since 1950. FIFA and The Coca-Cola Company have now extended their long-time partnership to 2030.

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Lucozade Ribena Suntory’s TED – Technology, Entertainment and Design – team has delivered its first in-house TV creative; a Lucozade Zero and Love Island tie-up, which is part of a £6m multimedia campaign partnership with ITV2’s BAFTA award-winning Love Island show.

The Love Island partnership will also include VOD, OOH, Digital and Social to drive awareness and cultural relevance with Lucozade Zero’s target audience, as well as a competition to win tickets to the show’s final.

Pioneering a model of collaboration, TED led the strategy and creative, working closely with both the Lucozade Zero brand team and ITV to generate ideas and partnership assets, along with MediaCom to plan the media campaign.

The print and digital out of home elements of the campaign were shot by renowned fashion and sports photographer, Richard Allen, and the in-store campaign features bespoke smart-screens activated by warm weather. Consumers will also be reached through a branded Snapchat lens; Love Island app; influencer content; and a competition to win tickets to the Love Island live final.

The campaign kicks off with an upbeat, summery TV ad where the protagonist is looking for her perfect match. She optimistically engages with a couple of guys until she humorously realises they are not quite for her. Suddenly, the sound of a text gets her excited. It’s a new arrival, and it’s 100% her type. Finally, she’s met the one that ticks all her boxes: Lucozade Zero, a drink that tastes great and has zero sugar. The ad ends with the “Fancy It?” tagline.

Laz Ioannou, TED Creative Director, comments, “Our writers, designers and strategists sit alongside the marketing teams every single day, allowing us to get truly under the skin of their brand. We tapped into the Lucozade Zero brand team’s consumer insight and were then able to take them through every step of our creative process. Collaborating with ITV’s production house also opened the door to an agile and iterative process, which we believe has helped develop a great end result.”

Claire Heys, ITV Brand Partnerships and Content Director, adds: “I’m delighted to welcome Lucozade Zero as a partner of the summer’s hottest show. We’ve worked closely with the brand to launch Lucozade Zero on TV with a fantastic new Love Island themed advert which I’m sure will really appeal to viewers.”

The TED team includes designers, developers and strategists who sit within the Marketing department at Lucozade Ribena Suntory (LRS) responsible for supporting Lucozade Ribena Suntory’s brands with everything from pack shots and shopper marketing creative to billboard ads and TV spots.

Rick Oakley, TED Head, comments, “We recognise the invaluable expertise of our brand’s creative agencies, but we’ve built a hugely talented team able to deliver fine creative work and, where feasible, we’ll deliver projects of this size in-house. The savings the brands make here are ploughed back into media to ensure our great creative is seen even more widely and drives sales.”

Lucozade Zero was the biggest soft drink launch in 2016 and the brand is now worth £30m. The brand is part of Lucozade Ribena Suntory, one of the leading soft drinks businesses in the UK and Ireland. LRS was formed in 2014, and is part of Suntory Beverage & Food Europe. Soft drinks brands include Lucozade Energy, Lucozade Sport, Fitwater, Ribena, Orangina and True Nopal Cactus Water.

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Asahi Super Dry, the Super Premium Japanese beer, has launched a significant outdoor and online advertising campaign, as well as embarking on a series of partnerships – including this weekend’s Arcadia Festival – that will see the beer at the forefront of immersive experiences across London this summer.

The ‘Remastered by Japan’ OOH campaign has been featuring on more than 600 digital road, rail and London Underground display sites this month, along with larger scale placements in prominent locations such as Shoreditch and Borough High Street.  A heavy-weight social media campaign will also run nationally, creating significant impact for the newly relaunched brand.

The brand has also signed a number of partnership deals which will see it featuring in a number of immersive experiential activations.

For the first time, Asahi Super Dry is the official beer partner of Secret Cinema Presents Blade Runner – The Final Cut: A Secret Live Experience. The 1982 cult classic, set in a dystopian world, explored themes that were way ahead of its time, aligning perfectly with the values of Asahi Super Dry as a progressively minded brand. There will be 80 secret live experiences running until the end of June.

The brand is also the lead beer at dotdotdot London’s latest release, VR experience Somnai, mixing live performance and multisensory elements with immersive technology, while this Bank Holiday weekend (May 5th and 6th) Asahi Super Dry will partner with Arcadia for its 10th anniversary spectacular.

In addition to the above, Asahi Super Dry will be celebrating summer with an array of music gigs and films at the Somerset House Summer Series and Film 4 Summer Screen across July and August.

Laura Mitchell, Director of Brand Marketing at Asahi UK Ltd, says: “When we relaunched Asahi Super Dry earlier this year, we wanted to ensure its marketing would reflect the identity of the brand and put us at the heart of forward-thinking experiences, with a mix of Japanese culture. We’re delighted to be partnering with some truly exciting experiences that feed consumer curiosity and showcase the brand in a contemporary manner.  We strongly believe the ‘Karakuchi’ taste of Asahi Super Dry will make a huge impact, but it is equally important we pay homage to the brand’s heritage and we are very excited to launch into the marketplace with a number of intriguing activations.”

Asahi UK Ltd. (formerly Miller Brands UK) is the UK subsidiary of Asahi Europe Ltd. Asahi UK Ltd. has responsibility for the development of the following Super Premium brands across the UK and Ireland: Peroni Nastro Azzurro, Asahi Super Dry, Pilsner Urquell, St Stefanus and Kozel.

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Cadbury and Merlin Entertainments’ partnership, offering consumers free tickets for memorable days out during summer, is set to continue for a third year running.

Launching on May 1^st and running through the summer to September, Cadbury promotional chocolate bags will offer a free ticket with every purchase of a full priced adult ticket to top UK attractions including Legoland Windsor Resort, Thorpe Park Resort, Chessington World of Adventures Resort and Sea Life centres.

The on-pack voucher entitles the holder to one free entry with one full paying adult at the attraction gate.

The promotion will be supported by a £1m marketing spend, including Out-Of-Home (OOH) and digital activity that will reach 80% of all adults, and should help drive further category growth in the chocolate bags segment.

The 2017 activity, which was extended to 32 pack variants, helped drive chocolate bag sales during the summer months, delivering a penetration growth of +3.7 percentage points with purchase frequency increasing to 2.7.

Chris Campbell, Brand Manager for Cadbury chocolate bags, says: “In partnership with Merlin Entertainments, we’re helping parents to spend quality time with their families during the holiday season with an instant saving. For 2018 we are making three million new more packs available to consumers – so there are even more opportunities for families to take advantage of the offer.”

The Cadbury brand is owned by Mondelēz International, the global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

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Mars Wrigley Confectionery UK is launching The Sweetstake, a new football-themed on-pack promotion offering consumers the chance to win millions of prizes including free products and cash instantly, plus entry into a final draw for £10,000.

An adaption of the classic football fan tradition of “sweepstakes”, the unique promotion will run across 11 brands in singles, multipack and pouch packs. There will be 100 million promotional packs in the market from the 23rd of April in the lead up to and during the football this summer.

Mars Wrigley is not an official sponsor of the FIFA World Cup, taking place in Russia this summer, which is why there are no overt references to the tournament, just generic football references; but the confectionery giant is obviously hoping to benefit from increased consumption of its products by fans watching the matches on TV. Mars Wrigley suggests that 80% of UK football fans will watch the games at home.

Every promotional pack purchased gives consumers entry to The Sweetstake and there will be over 700 different The Sweetstake gameplay scenarios available across the promotion. Shoppers will need to enter the unique codes found inside the packs onto a microsite to see if they have won a prize, if their gameplay scenario occurs.

Each pack carries a 1 in 7.7 chance of winning prizes, which include cash prizes of £5, £20, £500 and £10,000, and also free products which are redeemable by coupons, driving shoppers back in store. Every entrant will also be added to a £10,000 super draw to be held at the end of the promotional period (16th July).

Promotional packs will all carry a visible flash, with a WIN beacon consistent across all of them. On top of this, the Mars brand is the official chocolate partner of the Men’s England Football Team, and Point Of Sale displays will be available featuring three famous players to capitalise on the nations support: Dele Ali, Marcus Rashford and Jamie Vardy.

Mars Wrigley Confectionery UK will also drive awareness of the promotion with a £1.2 million media spend, including a TV commercial featuring England players Marcus Rashford, Jamie Vardy and Jordan Henderson.

The promotion will also be supported by digital and live Out Of Home (OOH) media.

Katie Walland, Mars Brand Director – Mars Wrigley Confectionery UK, says: “Rooted in cutting edge shopper and consumer insight, we’re confident The Sweetstake can, with a £1.2m media spend, drive growth across the category, boost sales for retailers, and provide consumers with a way to enjoy football even more with Mars Wrigley Confectionery UK’s blockbuster brands.”

Walland adds: “As a partner of the England Football Assocation, and as supporters of the England football team, the Mars bar has football in its DNA and Mars Wrigley Confectionery produces the perfect products to stock up on ahead of a big tournament.”

Mars is the 10th biggest chocolate brand in the UK, with of £77.5m. Mars Wrigley confectionery brands include M&M’s, Snickers, Dove, Galaxy, Mars, Milky Way and Twix, Doublemint, Extra, Orbit and 5 chewing gums, Skittles and Starburst candies, and Altoids and Lifesavers mints.

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Snack brand Pringles has launched a nationwide Digital Out-Of-Home (DOOH) campaign to encourage participation in its Easter on-pack promotion, “Take a Bite and Win a Flight”.

Players are being invited to snap and share a picture of themselves enjoying their favourite Pringles on social media for the chance to win a trip to a European destination every hour throughout every day of the month-long promotion.  The DOOH campaign has been designed to amplify the social media campaign and will harness the real-time capabilities of the medium by featuring the social photos of each hourly winner in real-time on panels close to point of purchase.

The campaign runs until 16th April on six-sheet digital panels outside key Tesco and Asda stores nationwide.

OOH campaign planning is by location marketing specialist Posterscope and Carat, with creative produced by promotional marketing agency ZEAL.

Emily Dutton, Assistant Brand Manager, UK & I Pringles, says: ”Easter is a time for friends and family to get together and celebrate, and Pringles plays a big part in this sharing occasion.  Our ‘Take a Bite and Win a Flight’ adds another sharing opportunity into the holiday, and with our winners celebrated on advertising panels close to purchase points, we want to encourage shoppers to grab a tube and get involved.”

Lee Mabey, Agency Strategy Director at Posterscope, adds: ”Research has shown that people are more likely to enter a competition if they feel that they have a real chance of winning.  Our ability to feature real-time, user-generated content from our competition winners on panels right next to purchase points, taps directly into this and will help to drive interest and desire for this fantastic Pringles promotional.”

Posterscope is the world’s leading out-of-home and location marketing specialist with billings in excess of $3 billion and over 1,000 staff in 57 offices in 34 countries worldwide.

The Pringles brand is now owned by Kellogg’s, which bought it for $2.7 billion in May 2012 from Procter & Gamble. It is one of the world’s most popular snacks,

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Oreo, the world’s biggest-selling biscuit brand, has launched an innovative Out-Of-Home (OOH) campaign across London to drive purchase and participation in its 2018 Great Oreo Cookie Quest promotion.

The core of the OOH campaign is a specially built, interactive digital poster within a fully wrapped bus shelter on London’s busy New Oxford Street. It offers passers-by the opportunity to find hidden cookies in a version of The Great Oreo Cookie Quest game and win a free pack of Oreos, dispensed directly from the poster site.

The new OOH campaign runs for two weeks across 245 panels and 10 Transvision screens in rail stations across London, featuring a variety of creative executions directing people to the New Oxford Street game and encouraging purchase in-store.

The OOH game comes complete with its own bespoke mobile interactive game with location-based targeting around the dispenser to lead users to the OOH site and encourage participation in the quest.

OOH campaign planning is by location marketing specialist Posterscope and Carat with creative produced by Liveposter and is part of a wider advertising campaign that includes TV, online and in-store activity and displays.

“We’re kicking off this year in style with a wonder filled activation that offers a great brand experience for consumers,” said Katie Dade, senior brand manager for Oreo. “As well as raising mass awareness of The Great Oreo Cookie Quest promotion, this OOH campaign, featuring the interactive game and prize dispenser, brings the game alive through an additional fun and experiential element.”

Thomas Mason, planning and buying director at Posterscope, added: ”It makes sense for The Great Oreo Cookie Quest campaign to incorporate an OOH element, not just to help drive people in-store to purchase but also to encourage them to join in The Great Oreo Cookie Quest as they go about their daily journeys across London.  The increasing digitisation of out-of-home means that we can devise ever more innovative and fun elements into OOH campaigns, in this case a great interactive game and Oreo cookie dispenser.”

The Great Oreo Cookie Quest, which launched in the UK in mid-January and which runs until 31st May 2018, is effectively two promotions.

One, an instant win on-pack promotion, offers customers the opportunity to win the grand prize of a once-in-a-lifetime trip to California for four people, with a visit to the Googleplex and spending money. Other instant win prizes include 780 Bluetooth compatible speaker – (up to 39 will be awarded each week) worth £13 and 1,320 Oreo Earphones (up to 66 will be awarded each week) with a value of £3.

Consumers have to buy a promotional pack (unless they live in Northern Ireland, where there is a No Purchase Necessary route to conform to local gambling laws). If they are using a computer, they then go to the promotional website, www.oreoquest.com; if they are using a mobile device, then they can download the “Oreo Quest” app from the Google Play Store or the App Store and tap on the “Enter CODE” button which will take them to the promotional site.

They are then asked for their details and have to upload a scan of the logo from the pack or of an Oreo, plus their pack code.

The second promotion involves using the Oreo Quest app to find hidden Oreo Cookies and dave them to a ‘Cookiedex’. These cookies can be found by solving daily clues, identifying the object involved and then scanning it using the app, or by scanning random objects. Daily clues will involve riddles such as “What puts hands on your wrist?” if users then scan a watch, an Oreo will be revealed on their phone screen.

There are 30,000 £5 Google Play vouchers to be won by collecting cookies and scoring points, and one grand prize of a Samsung Galaxy J7.

The hidden cookies are worth different points depending on their colour – one point for chocolate, three points for silver and five points for gold. A maximum of 390 cookies can be stored in the ‘Cookiedex’ and the Galaxy J7 will go to the user who collects the biggest point total. The £5 vouchers can be won by players who are among the first to reach particular scores. Players can also earn Oreo wallpaper and stickers to use in their messaging apps.

The Great Oreo Cookie Quest app plays on Oreo’s partnership with Google, which began in August 2016, and which is why the prizes are Google Play vouchers and an Android phone (the Samsung). It has elements similar to that of the hugely popular Augmented Reality game “Pokemon Go,” where users search for virtual Pokemon in their surroundings and catch them storing them in a Pokedex on their phones.

The Great Oreo Cookie Quest app was created by US ad agency The Martin Agency, in partnership with Carat and US AR developer Gravity Jack. It launched on iOS and Android at the end of January in the U.K. and will roll out across Europe, Russia, Latin America and possibly the U.S.

Mondelēz International is a global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

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Persil UK has been encouraging families in London to get outdoors and active to celebrate the 10th anniversary of the launch of the brand’s ‘Dirt is Good’ marketing platform with ‘Get Out Here’, a Digital Out Of Home (DOOH) activation delivering content triggered by the weather in real-time.

Running on Ocean’s full motion Eat Street screen at Westfield London, the campaign uses live weather data to trigger video content allowing the display to show current temperatures, weather conditions and the walking distance to Holland Park, their nearest source of outdoor fun.

Families can connect to the screen’s Wi-Fi to access a map and directions to the park, which is a short walk from the shopping centre.

Get Out Here reflects Persil’s commitment to get families outdoors and embrace dirt. The brand cites consumer research which reveals that dogs are five times more likely to be taken out to the park than children – and that only one in three kids has ever climbed a tree.

Created by MullenLowe London, Get Out Here was one of the commercial winners of Ocean Outdoor’s eighth annual digital creative competition, which aims to reward great creative concepts that push the boundaries of digital out of home (DOOH) advertising.

Video footage on the screen will also include a dynamic count of fun activities families can enjoy in the 22.5 hectare park, including the number of birds to count, muddy puddles to jump in and snowmen to build.

The idea is that families will break out of the urban jungle to experience the freedom of the real outdoors like kids used to, playing on Persil’s 10th anniversary of “Dirt is Good.” The campaign broke on March 1st 2018 and runs for two weeks.

Jennifer King, Senior Brand Manager for Persil UK, says: “Families love getting outdoors but we know that life can get in the way. This is an innovative way to nudge us all to embrace the outdoors and make more happy memories.”

Alex Okada, Global Executive Creative Director for Dirt is Good, adds: “Sometimes we are so immersed in our busy lives, distracted by the always on digital world that we don’t stop to think how close and accessible nature is to us. The idea is to use technology and data in order to remind and inspire people to enjoy the outdoors. Not having enough time outdoors is not a only problem for kids, but also a problem for all of us.”

Ocean Outdoor head of marketing Helen Haines comments: “Get Out Here is a really simple idea that actually works in all sorts of environments and out of home locations. It’s a fun execution and a wonderful way to encourage more families to go play and get messy. That’s why it was chosen as an Ocean competition winner.”

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Tesco is combining store data with DOOH.com’s RUSH delivery platform to deliver festive product offers and individual store opening hours to digital Out of Home screens in close proximity to stores across the UK in a campaign using the slogan “However you do your Christmas, everyone’s welcome.”

Ads will display a variety of offers and will change throughout the day, before switching to a localised store message in the evening. The retailer says the aim is to respond to the needs of its customers with “true convenience messaging”.

Nick Ashley, Tesco’s Head of Media and Campaign Planning, says: “The ongoing digitisation of the OOH landscape is a welcome development for us. It enables us to serve our shoppers in a way that is even more relevant and helpful to them – especially in the final few days before Christmas.”

Elodie Rodriguez, senior account manager at Kinetic, which booked the media, adds: “This campaign is a fantastic demonstration of intelligent data usage in OOH to create hyper-relevant and contextual creative to assist shoppers in the run up to Christmas. By delivering real-time content to consumers via RUSH technology, we’re delighted to be reinforcing Tesco’s long-standing motto of helping shoppers”.

Jeremy Taylor, head of strategy at DOOH.com, comments: “The festive period can be a frantic time for consumers, making it increasingly important for ad content to be relevant as well as engaging. By being smarter with digital OOH, Tesco can deliver hyper-localised information direct to customers on a national scale.”

Media was planned and booked by MediaCom and Kinetic respectively across the UK, with BBH designing thousands of creative variations to run in the lead up to Christmas day. The delivery was managed using DOOH.com’s RUSH platform, working in conjunction with Tesco’s API to deliver bespoke content for each local store.

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