Posts made in July, 2021

on Jul 7, 2021

By John McCarthy England is just one victory away from competing in a Euro 2020 final on home territory. Fans are nearly as jubilant as national broadcaster ITV, which will have exclusive rights to the semi-final on Wednesday and will share the final on Sunday. The Drum explores how ITV is going to capitalize on these record viewing figures in linear and digital viewing during this flash of football fortune. The picks In the UK, the BBC and ITV come together in a diplomatic fashion to split the Euro 2020 games they’ll broadcast in a scene reminiscent of teams being picked at gym class. Some Read full story › Source: The Drum...

on Jul 6, 2021

By Jennifer Faull A year away from the courts has given Wimbledon time to cement its digital strategy while also experimenting with new channels. As part of The Drum’s Sports Marketing Deep Dive, we catch up with its marketing chief to find out how it put a crisis to good use. Wimbledon was, in many ways, the canary in the Covid coalmine for sport. In April 2020, as other calendar events optimistically ‘postponed’, doling out hope that the pandemic was a short-term blip with promises of a swift return, Wimbledon became the first to cancel altogether. This wasn’t a decision taken lightly; it Read full story › Source: The Drum...

on Jul 6, 2021

By Sam Bradley Each week, we ask readers of The Drum – from brands, agencies and everything in between – for their advice on real problems facing today’s marketing practitioners. Influencers, creators and celebrity partners veering off script is a perennial risk for brands utilizing influencer marketing. Ronaldo’s rejection of a bottle of pop and Paul Pogba removing a bottle of beer at separate Euro 2020 press conferences brought that into sharp relief again recently, with Coca-Cola and Heineken left calculating a loss. For our Sports Marketing deep dive – a week-long series of features, comment and interviews in the middle of Read full story › Source: The Drum...

on Jul 6, 2021

By Ellen Ormesher England’s taste of success at the Euros has got fans and brands cheering on the team to go even further. We look at some of the marketing activations produced around the team as the Three Lions has progressed through the competition. The unexpected progress of the England national team to the semi-finals of Euro 2020 hasn’t just delighted fans of the Three Lions – it’s helped the marketing efforts of brands partnering with the FA. We explore how brands are building on the creative already unveiled to capitalize on the team’s success, how unofficially aligned brands are getting in on the Read full story › Source: The Drum...

on Jul 5, 2021

By Dani Gibson TikTok has sustained huge growth over the past year. It was the most popular app in 2020, with over 850m global downloads. This is why brands are venturing into these unknown lands and quickly learning how to work with TikTok creators. The Drum spoke to Sandra Kwon, aka JeenieWeenie, whose channel has 6.1 million followers and focuses on comedy sketches about her life experiences. Like many creators, she is working with brands to create original ads. At the start of the pandemic, Kwon took to the video app because she was bored and wanted to find a way to cope Read full story › Source: The Drum...