The sport Has become a A real gold mine for advertisers. In fact, when a brand talks about sport, it is on average 12 times more engagement on social networks, only when she talks about herself or her sector of activity. We also find theE-sports as a discipline that is becoming more and more popular lately, as attested by League of Legends Worlds.
Wake Up Your Audience is a breakfast that brought together around fifty professionals from companies such as LFP, AG2R La Mondial, the PSG or even the Crédit Agricole.
The Metrics Factory and Mediatree joined for this 7th edition of WUYA, to present their studies on the impact of 2019 sporting events, from an audiovisual point of view, but also from a digital point of view.
Three major sporting events studied under the microscope.
The Metrics Factory and Mediatree analyzed 3 international events during this year 2019, namely: The Tour de France, The Women's Soccer World Cup And the Rugby World Cup.
These are Quentin Gressian associate director at The Metrics Factory and Philippe MENDES, CEO of Mediatree who presented this data. Finally, it is Lucie ODOUX, sponsorship project manager at Societe Generale who answered Quentin's questions about the strategy adopted for the 2019 Rugby World Cup.
The Tour de France 2019, data until the final outcome.
From an audiovisual point of view, Mediatree Recendium for the Tour de France 2019, more than 60,000 mentions On more than 300 channels. The French rider from the Deceuninck-Quick Step team, Julian Alaphilippe is leading the race for mentions with 25,000 quotes from the media. These figures show that traditional media such as television and radio remain important players during sporting events.
On the digital side, we notice that 42% of digital impacts intervene during Last 72 hours of the competition, as the final outcome was indecisive and expected. Just like Neymar or the footballers In general, cyclists have become real influencers on social networks, as evidenced by the Instagram profile of Romain Bardet, who during the Tour de France, obtained an average of 28.4k likes and comments on each post.
Les Bleues as popular as Les Bleus.
Second event evaluated by Mediatree and The Metrics Factory : The Women's Soccer World Cup.
1 year after the success of the men's section, Les Bleues also transcended French supporters. Indeed, although the sponsors of the 2 events have published 69% less content During this edition compared to the 2018 World Cup, we notice a decrease in only 6% in terms of commitment.
Mediatree's audiovisual figures also demonstrate particular media attention, with nearly 40,000 mentions on more than 300 TV and Radio channels. In addition, Mediatree counted 106 commercial spots, i.e. 35 minutes and 35 seconds.
A 360° strategy for Société Générale and the Rugby World Cup.
To finish this seventh edition of Wake Up Your Audience, the last event studied was the Rugby World Cup. On TV and Radio, it's no less than 13,000 mentions of this competition on 264 channels.
The tool KEYWORDS by Mediatree allowed them to analyze the ROI of the Société Générale campaign on the France - Tonga match, and the Société Générale logo appears near 12 minutes on the screen.
Regarding digital resonance, we counted 5 million pieces of content throughout the competition.
Our expertise also allows us to identify brands trying to create Ambush marketing And it is 195 brands that have been identified.
The Metrics Factory also looked at the social network TikTok. Emerging network, which now has more than 1 billion users around the world and which has allowed the account World Rugby To get 23 million views on all of his posts during the tournament and all, in Organic. We carried out a study on Tiktok and soccer that we invite you to discover.
Lucie Odoux, sponsorship project manager at the Societe Generale did us the honor of answering a few questions about the strategy and arrangements adopted during the Rugby World Cup.
Société Générale's 2 main objectives were to increase their Corporate reputation on Asian territory, in particular in Japan, the country organizing the event, and to highlight preference and brand image in France.
For this, many devices have been put in place, such as the creation of the animated manga Omikuji Rugby, season 3 of the web series Favorable land, the numerous advertising spots, the billboards for each match on TF1 or the advertising panels around the fields, Société Générale has implemented a 360° international strategy.
On the employee side, the bank developed the Predictor Game, which invited viewers to predict matches and which brought together more than 80,000 players around the world.
The analyses of The Metrics Factory made it possible to show that all of these actions resulted in Société Générale obtaining, 1 billion in visibility.
Below you will find the various slides from the event.
Wake Up Your Audience #7 - 2019, a sports year From The Metrics Factory
Stay tuned, WUYA #8 arrives very quickly!
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