In the world of music and sports, 2024 has already been a standout year, with events like The Eras Tour, Euros 2024, The Olympics and Wimbledon capturing global attention. Our 2024 customer trends whitepaper ighlighted ‘tapping into fandom’ as a key strategy for 2024 and brands are continuing to leverage media events to reach connected communities. To delve deeper into this topic, we spoke to 536 people through our app in the UK, Mexico, Germany, France, and the US, who are aware of The Eras Tour, Euros 2024, The Olympics or Wimbledon, gathering quant and qual insights into their attitudes and experiences in just 5 days.
Do these types of events hit a high note with consumers?
When asked about their unprompted thoughts on The Eras Tour, Euros 2024, The Olympics and Wimbledon, respondents highlighted entertainment value (56%), memorable experiences (45%), an interest in the artists (27%), unity promotion (25%), and anticipation (20%). Regarding their likelihood to engage with these events, 51% said they’re very likely to engage, while 32% said they’re somewhat likely. On the flip side, 12% aren’t very likely to engage, and 5% do not plan to engage at all. Social media (78%) is the primary source of information on these events, followed by TV (63%), word of mouth (24%), radio (17%), billboards and posters (16%).
Why are consumers ‘euro’-phoric about these types of events?
Fans are drawn to these events by the sense of community (42%), the desire for unique experiences (34%), the social engagement (27%), their music appreciation (27%), the artist’s popularity (21%), and their passion for sports (21%). When asked how the The Eras Tour, Euros 2024, The Olympics and Wimbledon have changed their perception of major music and sporting events, if at all, 37% of respondents said their perception remained unchanged. 27% said their interest had increased (27%), followed by their appreciation (26%). Only 7% said they had negatively impacted their perceptions, with 5% saying they’d lost interest.
What have brands (wimble)done right so far?
The top brands associated with these events include Nike (48%), Adidas (47%), Coca-Cola (32%), Puma (13%), and Pepsi (8%). When asked why these brands come to mind, respondents mentioned event sponsorship (58%), constant exposure (32%), and advertising influence (29%). There seems to be a dichotomy when it comes to the use of social media. While 78% of the respondents highlighted social media as their primary source of event information, only 5% mentioned social media presence as a reason why certain brands come to mind.
How can brands ‘olympify’ their visibility?
More than half (55%) of respondents said they’re more likely to purchase from brands that actively engage with these types of events. Key engagement strategies for brands, according to consumers, include advertising (39%), product promotions (32%), and sponsorships (32%). Meanwhile, partnerships (5%) and endorsements (3%) were less appealing.
What does this mean for you?
- Evaluate your social media presence during these events.
We spoke earlier about the dichotomy on social media. Although respondents highlighted the channel as their primary way of sourcing event information, it wasn’t top of mind for brand resonance. Consider the balance between social media and other channels in your event engagement strategy. Use the channel to stay topical through event updates, pop culture moments and sports trends, but also explore other advertising channels, e.g. out-of-home (OOH) activations, as well as your on-site presence
- Focus on community engagement
Since 42% of respondents attend these types of events for the sense of community, consider how you can facilitate this by working on community initiatives (supporting local communities through charity tie-ins or community-focused sponsorships) or interactive experiences (creating interactive experiences that foster connections among event attendees).
Brand spotlights
Heinz is releasing a limited edition "Ketchup and Seemingly Ranch" sauce, inspired by Taylor Swift and Travis Kelce. Swift's appearance at Kelce’s NFL game went viral after she was spotted eating chicken tenders with ketchup and ranch. Heinz is producing 100 bottles of the new sauce, which fans can win via social media.
Coca-Cola is engaging its fans with humour during the Euros 2024 tournament through its '#TheRitualCup' campaign. Developed by WPP Open X, the ads highlight the different rituals 69% of European fans perform while watching football. The campaign ties into Coca-Cola's 'Believing is Magic' platform, capturing the dedication and sacrifices of fans.
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