“Wakey, wakey, nobody wants to visit your corporate website.”
Those words stuck with Gerry Nixon, Sponsorship Manager at Vodafone and it is a mantra that has led the brand to engage primarily with it multiple sponsorship assets through social media.
“40 percent of our overall social media engagement this year has been through our Centre Stage partnerships with Body and Soul, Comedy and Castle Palooza,” Nixon told the Onside Sponsorship and Irish Marketing Institute Sponsorship breakfast at the Aviva Stadium this morning.
“A lot of what we are trying to get across is the benefits of a network through which you can experience entertainment in its many forms.”
“That’s an engineering message but we have to make it relevant to our audience so we used specific video material exclusive to social because that’s where the audience was most likely to see it.”
“We monitor the impact we are having closely across our Rugby partnership, the new season for which will be launching this week, and Centre Stage which we focus on in the summer months.”
“Knowing what is working and why allows us to dial up or down certain elements within the partnerships and that works well for both sides in delivering better results.”
“For us, a partnership is not about one or two years, it’s a long-term relationship we want to create.”
Vodafone is among the more than 230 organisations that are part of the Sport for Business community
Sport for Business will host over 20 events with our members in 2018 providing exclusive insight on the relationships that work best for sport and business.
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Image Credits: Twitter Sport for Business
