Betfair is constantly pushing the envelope to find innovative ways of using their sponsorship assets. Whether that is quirky player challenges to capitalise on the sporting agenda, a ten pin bowling viral showcasing Betfair’s mobile offering (see video below), or a pioneering deal to place QR codes on GB’s beach volleyball players’ bottoms at the London 2012 Test Event, the emphasis is on doing things differently.

Bringing a fresh approach to sponsorship activation comes naturally for a company founded and driven by innovation. Another pillar of Betfair’s marketing philosophy is to ‘live and breathe social’ – as outlined by Betfair’s Head of Online Marketing, Ben Carter (@bensaint). Social is not treated as an add-on to marketing activity, but is put at the heart of campaigns. As a sponsor of Manchester United, with their 21m+ Facebook likes, it makes sense for Betfair to engage the club’s fanbase through social channels.

So what did Synergy suggest when given a couple of hours’ access to some Manchester United players on an (inevitably) wet January afternoon in Manchester? Stage a live Q&A with United players on Betfair’s Facebook page, giving fans the chance to interact with their idols by submitting questions or posting comments during the live broadcast via Facebook and Twitter.

Working alongside Betfair’s in-house production team, real-time broadcast experts Livestream, and MUTV, we helped deliver Betfair presents Man Utd live - an exclusive 30 minute programme hosted by TV presenter Rachel Brookes and featuring Michael Carrick, Ashley Young and Nani. Supporters were able to watch the action by simply ‘liking’ the Betfair Facebook page, and could submit questions or comments by tweeting @BetfairSports with the #MUlive hashtag.

Once again, doing things differently paid off. Over 40,000 people tuned in to watch, close to 1,000 questions were received during the broadcast, and tweets of the #MULive hashtag reached over 3.8 million people (source: Tweetreach).  Synergy’s PR team managed the external pre-promotion through football blogs and forums, and the post-event syndication of content and quotes to key media targets, resulting in over 100 pieces of online coverage. Quotes featured in three national print newspapers, and branded footage was included in ITV Granada Reports in the build up to the weekend’s game against Arsenal.

What else did we learn from our inaugural live interactive Facebook broadcast? For a start that Nani regularly gets the hairdryer treatment from Sir Alex. For more insights, you’ll have to watch the webcast for yourself….

By Tom Gladstone on January 25th, 2012

Tags: Betfair, Default, Facebook, Football, Manchester United, Sponsorship, Synergy

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At the end of last year Synergy worked with Sky to launch the Sky Sports Scholarships. This programme supports some of Britain and Ireland’s most exciting athletes to help them fulfil their potential on the international stage and prepare them for life in the spotlight. Sky will tell the athletes’ stories through Sky Sports channels to build their profiles, engage its customers and inspire the stars of the future. Details of each of the athletes and the support Sky is providing can be found here.

Sky have been one of the leading investors in Sport in UK and Ireland for the past 20 years – not only through their broadcasts, but also through programmes like British Cycling, Sky Sports Living for Sport and the ECB Coach Education Programme. Sky Sports Scholarships extends this support to individual athletes, providing them with crucial funding (helping to cover the costs of coaching, training and competition), valuable mentoring support and media relations advice from Sky Sports News talent.

Eight of the 11 athletes were welcomed at Sky Studios on 2nd November for the announcement of Sky Sports Scholarships. The athletes completed live interviews on Sky Sports News, web-chats, green-screen filming as well as camera and social media training and a chance to meet their Sky Sports News mentor.  To see behind the scenes footage and more information about the Sky Sports Scholarships click here.

Having been so closely involved since the very beginning of the programme (working up the campaign strategy, developing the brand messaging, identifying the right athletes, negotiating the contracts, creating the activation strategy and managing all the logistics), it was great to see it finally ‘go live’.  And it is just the start of an exciting new component of Sky’s long term commitment to improving sport in the UK and Ireland at every level.

By Lisa Parfitt on January 25th, 2012

Tags: Content, London 2012, Sponsorship, Synergy

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As I write this we are only three days away from Christmas Day and, in our industry anyway, many thoughts beyond that are inevitably turning to the New Year and London 2012. So it seemed entirely appropriate, for my last post of the year, to write about my belief that the Olympic Games – Summer and Winter – are a lot like Christmas.

That might sound strange to some of you, but having experienced numerous Games first hand, I can tell you that this ‘Christmas feeling’ has always been one of my overriding impressions.

There have been others of course: great sporting moments, inspiring human stories, the sheer scale of the Games, the very different experiences each host nation and city creates (good and not so good), and many more. London will give us all of these – hopefully some of the best ever.

And if you’re lucky enough to be here at Games-time, I hope you’ll get that Christmas feeling too.

A feeling of optimism and celebration; of being part of something precious and intense, very big but at the same time very personal. A feeling that, for a time at least, the world and the people in it are united and at their very best. And, once the moment has passed, the wonderful memories tinged with the sadness of knowing that you can’t get it back.

Sound familiar?

Merry Christmas and a Happy New Year to you and yours from myself and all at Synergy. See you in (London) 2012.

By Tim Crow on December 22nd, 2011

Tags: Default, London 2012, London 2012 sponsorship, Olympic sponsorship, Olympics, Synergy, Winter Olympics

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Over a month on from the Rugby World Cup Final and the post mortems are just about complete. Global TV audiences of 4 billion have been reported, social media round-ups published, teams of the tournament have been selected by all and sundry, and the New Zealand Herald has discovered some other sports to write about. Only England seems relentlessly stuck in review and recrimination mode, with new personnel and processes being announced on a weekly basis. While the RFU sifts through the carnage of dwarf-throwing, ferry jumping, ball-swapping and under-performing, here’s a slightly lighter examination of the brand marketing activity that surrounded the world’s third biggest sporting event.

In the previous Synopsis, Synergy’s new head of content, Colin Burgess, outlined the key ingredients for successful content that will illicit the deepest audience engagement: authority, authenticity – and the holy grail of all marketing – making it memorable. Applying those criteria to sponsor content during the Rugby World Cup goes a long way to explaining why activity might or might not have resonated with rugby fans.

Authority first. This is largely determined by the content’s provenance – it needs to be produced and delivered by a trusted and credible source. Some brands activating around the Rugby World Cup have a natural advantage in the authority stakes for various reasons:

1) Their inherent role in the game and on the pitch (the likes of adidas, Nike and Gilbert)

2) Through their long-standing presence as a rugby sponsor (see O2, Guinness and Heineken)

3) By their connection with the host nation (for example Air New Zealand and Tourism New Zealand)

Throwing in a few brand ambassadors is another well-trodden path to creating or supplementing a brand’s natural authority and giving the content a credibility boost. A great example of this, and fantastic use of owned media, came from Air New Zealand, who painted their fleet black and produced a safety video featuring members of the All Blacks team. Nearly 1m online views for a 4 minute safety video. Job well done.

On to authenticity and content that connects through personal or social relevance. To get the kitemark of rugby authenticity, sponsors adopted a variety of techniques:

1) Showing an understanding and empathy for the particular humour, culture and spirit of rugby fans

2) Playing on the history and heritage of the game and previous tournaments

3) Tapping into events as they happen in the tournament to become part of the narrative of the Rugby World Cup

Below are Synergy’s nominations for the brands that most successfully delivered authentic content during the World Cup, embodying those three techniques.  But in keeping with rugby’s community spirit, please add your own nominations for the best brand content around the 2011 Rugby World Cup in the comments section below:

O2, with a tradition of giving free pies and pints to customers at Twickenham, adapted their customer proposition to fit early morning rugby viewing. Ashton donning an apron, Jonny making tea (after numerous practice sessions, no doubt), and Jonno with the control (no comment…). Relevant content from a long-standing rugby sponsor. If only it had been Guinness not Greene King in the breakfast packs…

Steinlager proved that an ambush marketer can still exhibit authority (what is more relevant to All Blacks supporters than beer, and a Kiwi brand at that?), authenticity (connecting through the collective anguish of New Zealand’s Rugby World Cup chokes) and a brilliant creative idea (reviving the Steinlager white can)…

Wilkinson Sword showed their quick thinking and wit by creating a pre-Final advert encouraging Lievremont to shave his ridiculous moustache.

It was precisely the fact that these campaigns came from a place of authority and authenticity that made them the most memorable.

But, all in all, the Rugby World Cup will not go down in the Sponsorship Hall of Fame as a high-water mark of sponsorship activity.  So what was missing from sports marketing activity and particularly content around Rugby World Cup 2011? The answer is ‘just about everything’ from the 4th Era of Sponsorship: interactivity, genuine collaboration and contribution from fans within brand campaigns (beyond the standard encouragement to tweet a hashtag…), exciting use of mobile, and memorable, game-changing innovation.

Let’s hope brands were keeping their powder dry for 2012, and the unprecedented marketing spend we are going to see around the Olympic Games.  And let’s also hope that by Rugby World Cup 2015, we’ll be seeing more innovative, truly engaging and memorable content than this:

By Tom Gladstone on December 6th, 2011

Tags: Advertising, Brand marketing, Branded content, Content, Default, Rugby, Rugby World Cup, Synergy, Synopsis, World Cup

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Synergy got into the spirit of Movember as the “Mo bros” and “Mo sistas” got down to the serious business of raising some cash for a good cause.

The entire male population of the agency committed to cultivating their mo for the month, evoking memories of sporting legends such as Merv Hughes, Ian Rush and Chris Kamara.  Although one or two efforts were a little bit less committed than others (going on holiday, your own 40th birthday party, ‘folically-challenged’ top lips and already having a goatee rank high on the lame excuse index), the overall performance has been strong.  There are definitely some good contenders (and some not-so-good contenders) for the coveted prize of ‘Synergy Mo of the Year’.

Not to be left out, each Synergy sista was paired with a bro and led the fundraising charge with the likes of cake bakes and a mobile recycling campaign helping to raise a healthy sum.

In total, Synergy raised over £2,000 – a fine effort indeed. If any of you kind people want to contribute to our total, you can do so here.

It’s been fun – but it’s time for these ‘cookie dusters’ to be put away for next year.

Click here to see the bros in all their glory in PR Week.

By Mike Russell on December 6th, 2011

Tags: Synergy

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To celebrate the 55^th BFI London Film Festival and Jameson’s third year as ‘Official Spirit’, the brand introduced The Jameson Apartment, a pop-up cinematic speakeasy in the heart of London’s Soho.

Synergy’s role was to maximise PR communication around the Jameson Apartment through different media, including print and social media channels. The ultimate aim of the campaign was to raise awareness of Jameson’s association with film through the BFI partnership and to recruit more consumers by driving awareness amongst target consumers.  

To launch the Jameson Apartment Synergy held a press evening, inviting key journalists and bloggers from lifestyle, film and drink titles, not only to enjoy the concept of the 1920s speak-easy and new Jameson cocktails, but to help build key relationships and leverage coverage.

In addition, Synergy successfully negotiated media partnerships with Who’s Jack, Hey U Guys, Empire Magazine, Urban Junkies and Eat Sleep Live Film, who hosted individual nights at the Apartment to generate coverage and recruit key target consumers. Over the course of the festival, the Jameson Apartment was heaving with budding film-makers, actors, actresses, film buffs, drink experts, and general bar enthusiasts.

Throughout the festival, Synergy also ran a comprehensive press office, placing listings in London’s most influential titles, The Evening Standard and City AM, plus ticket competitions for screenings with influential film blogs like Hollywood News and Vue Cinema. Overall, Synergy delivered 76 pieces of coverage, reached over 3 million consumers and generated an ROI of 5:1.

Keep up to date with the latest from Jameson and visit: www.jamesoncultfilmclub.com or www.facebook.com/jamesoncultfilmclub.

By Francesca Gamble on December 6th, 2011

Tags: Alcohol, Brand marketing, Event management consultants, Film, PR, Public relations, Synergy

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It’s been an exciting period for the RBS team here at Synergy, with a roadshow tour that has brought Judy Murray’s Set4Sport initiative to life for parents and children all over the UK. Created by Judy Murray and supported by RBS, Set4Sport is a programme inspired by Judy’s years of experience as a tennis coach and parent, which showcases easy and accessible ways for parents to play with their children and develop the skills required for playing sport. The activities featured are based on the games Judy played with her sons Andy and Jamie when they were growing up, and can easily be recreated at home using everyday items.

At its core, Set4Sport is all about helping parents to find active ways to play with their children, and it has been really inspirational to be part of a programme that will make a tangible difference to how children develop sporting skills. Judy’s own games such as “Jumping the River” and “Double Trouble” not only give parents a fantastic example of an activity they can replicate in their own homes or back garden, but also spark off their imagination to help them create games of their very own.

In June, Synergy managed the programme media launch with Andy, Jamie and Judy Murray, raising awareness of the free Set4Sport book and website. The next stage of the roll-out saw a series of roadshow events showcasing many of the suggested games and ideas. So off we headed, on a journey that took us to communities throughout England, Scotland and Wales.

To date, we have hit six venues, starting with a rainy South Shields in August, and most recently visiting Glasgow’s Riverside Museum on a chilly day in late October. The events have proven a big success, with Judy Murray present at each location, and hundreds of families descending en masse to get their fill of the Set4Sport action.

Synergy embarked on an awareness-driving PR campaign, with the aim to boost attendance at the different roadshow events up and down the country. Ahead of each event, Judy was on hand to speak to local newspapers and radio, building up buzz and excitement prior to the roadshow coming to town. As well as in-depth Set4Sport campaign features with national media, Synergy also proactively targeted press event listings and local “days out” guides, helping to generate strong numbers at each location.

For each location, Synergy identified an area of high footfall specifically positioned to attract young families to a free event, with Judy and her team of coaches setting up a number of different game stations. Prime venues were secured including Brighton Beach, Manchester’s Museum of Science and Industry (MOSI), and the Riverside Museum in Glasgow, all free facilities packed with families during the summer and half-term holidays. After registering their details, parents and children worked their way around up to eight different game rotations, all designed to develop skills in agility, balance and co-ordination, as well as being great fun!

On February 11th the show returns to Scotland, as the National Museum of Scotland in Edinburgh plays host to an event during the half term holiday. For more information on Set4sport, stay tuned to www.Set4Sport.com and Facebook.

By Donald Parish on December 6th, 2011

Tags: Andy Murray, Default, grass roots sport, Sponsorship, Synergy, Tennis

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I was in Auckland with the British and Irish Lions when London was awarded the 2012 Olympic Games. Very excited, my first thought was ‘how can I get involved’?

Roll on two years and my excitement grew when I filled in my volunteer form. After working at Synergy for nearly 30 years and with an employment history of running media offices in a number of different sports, I assumed – wrongly as it turned out – that I would be an ideal volunteer to work in one of the many media centres.

Over the next nine months I continued to receive emails from the LOCOG Games Maker programme saying I hadn’t been forgotten but on the other hand I hadn’t been chosen…

Suddenly, three weeks ago, I received an email saying my application had been reconsidered and could I come in for an interview – not for the media centre but instead the Spectator Entry Team!  Still keen to be involved, I rang up and booked my interview time.

So it was that last Friday I found myself heading towards LOCOG’s offices in Canary Wharf to attend my interview.  A group of us sat waiting – about 12 in total – representing a cross-section of London society.

Escorted to the office, the group was full of questions and we were given an outline of the role for which we were being interviewed – in short, we would be ambassadors outside the venues helping spectators with information and also ‘providing entertainment’ if the security queues got too long.  Not quite sure what he meant by that, but it certainly was a worry when we were told that it might take an hour and half to get through security into the venue…it might need a little bit more than us entertaining them with that wait!

We moved on to have our ID checked and our photo taken – in case we are chosen – and were then taken into a holding area full of information about 2012.

Next stop a cinema to watch a short film on the programme – with sweets provided by a nice man from Cadbury and clear mention of our training was being provided by McDonald’s – which constituted a very funny to camera piece from Eddie Izzard. Then the interview…

The interviewer assured us that this would be very informal, asking us the following questions: what is your favourite Olympic memory (I chose Steve Redgrave winning his fifth Gold medal); why do you think you can do the role (given that we had only been told what it was 10 minutes earlier, there was a need to think quickly); how many days can you commit to, etc.

My favourite Olympic memory

With the interview over, we headed down towards the Tube, and I discovered that I was not the only person that hadn’t been selected when their experience might be best-suited…there was a doctor (who had ticked the ‘Medical’ box) and two other media officers (who had ticked the ‘Media’ box).  Most interestingly there was the guy who had researched Boris Johnson’s background for ‘Who do you think you are?’ – I am not sure which box he’d ticked though!

So I am now waiting to see whether I have been chosen and if so to which venue…perhaps it will be Lord’s which is only five minutes from my house and I know like the back of my hand having worked there for various sponsors over the past 20 years – just please don’t  give me Wembley!

Stay tuned for the next update…

By Fiona Foster on November 18th, 2011

Tags: Default, London 2012 sponsorship, London 2012 sponsorship consultants, Olympic sponsorship, Olympic sponsorship consultants, Olympics, Sponsorship, Sport, Synergy, Team GB

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Ssshhh… we have something you might like to know about, but you have to promise not to tell anyone. It’s a secret, OK?

A 1920s cinematic speakeasy has landed in the heart of Soho, just in time for the BFI London Film Festival. The Jameson Apartment provides an unforgettable experience in a pop-up style vintage bar hidden away on the top floor of Kettners. Complete with a discreet entrance, a real life ‘Dandy’ and tantalising cocktails, the Jameson Apartment is the perfect hideaway for a nostalgic evening with friends. 

In order to gain entry to the Jameson Apartment you will need to first obtain the secret password, and on arrival remember to relay this to our Dandy who will be waiting for your call.

Log on to www.jamesoncultfilmclub.com and all will be revealed!

Ssshhh… please don’t tell.

By Francesca Gamble on October 21st, 2011

Tags: Alcohol, Public relations, Sponsorship, Synergy

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Content forms an integral part of our work; understanding the factors regarding emotional and intellectual engagement with an audience are important in order to create meaningful experiences. The aim of this article is to trace the evolution of content creation and delivery in light of advances in technology and changes in social activities; hopefully giving some useful insight into options we have for our clients when planning campaigns.

“My biggest competitor today is someone with an idea”

Nabil Sakkab – Head of Research & Development, Procter & Gamble.

TV Content

In the days when the only mass media was broadcast and print, content producers had a one-way channel to engage their audience.

Typically, audiences respond best to content that carries authority (from factually trusted sources such as the Government) or authenticity (content that connects through personal or social relevance).

Successful TV has both authority and authenticity and the really successful ones are memorable – generally through well-executed, great ideas that appeal to the emotions (through shock or comedy).

A good example is Keira Knightley’s Women’s Aid commercial:

The production values are high, the storyline is strong and the effect of the film is to shock; but if we do not remember the website listed at the end, once the ad finishes we are left shocked but no longer engaged.

Internet content

With the arrival of YouTube came Manic Dog, Mystic Cat and endless wedding carnage videos. However, once TV producers started to talk with web developers (with the aid of a translation service) the result was a subtle shift in the style and format of programmes.

Interactive software has enabled content producers to give audiences a different experience; multi-layered options in story, format and delivery that no longer depend on high production values but instead rely on engagement through information and choices.

The Government anti-knife crime video campaign, ‘Choose a Different Ending’, is a good example of informed choice given to an audience:

Due to the interactive nature of the viral video, the user/target audience is forced to think about knife crime and the choices they are being asked to make. Each decision is then brought to life in the video, offering an insight into the consequences of carrying a knife. This is a good example of a campaign initiative that can only work online, as it relies on audience interaction.

The video engages the target audience in several ways:

- It is shot from an individual perspective i.e. the player sees the world through the eyes of one person

- It is shot on a council estate and then in the surrounding areas (park, nearby roads), so that the location is a familiar one to the target audience

- The cast is formed of the target audience, ensuring that the language and dress code would also be recognised by this audience

- The video was created with the aid of the target audience which helps with authenticity

Paid, owned and earned

For a while we settled into the comfort of three areas where content would be delivered and debated:

• Paid: TV commercials
• Earned: Comments on a YouTube video
• Owned: A company’s website

 

Of these three areas, earned has proven to be the most valuable as it carries authenticity through endorsement from peers.

Once hit counts and comments turned into real currency, producers soon realised that success with the audience required more than simply being in the same space, even if the content was clever or well-produced. It became clear that the appropriate tone, language and social context were essential for success.

Take the Government swine-flu film, 2009:

This was a TV ad that was also delivered and promoted online, receiving a whopping 380 hits on YouTube. The ‘Catch it Bin it Kill it’ message was generally dismissed as something for other people (perhaps the penalty for wearing bad jumpers in lifts).

The Government then commissioned a viral video to deliberately spoof the official one, involving actors from the target demographic and contemporary music. The result is much more fun.

Same message; different style (smaller budget); 1 million hits on YouTube. Enough said.

How we consume media

Almost more important to ‘where’ people are watching their videos is ‘how’ people are watching them.  This has an effect on the creative and production process.

Viewing habits can be grouped into three main types of activity:

- Snippets (spontaneous media activity)

- Boutique (speciality media searches)

- Catch-up (fitting TV schedules around our own lives)

A recent survey of 1,300 mobile Internet users below the age of 25, showed that most use a mobile device to talk to friends about the show they are watching, a trend known as ‘Social TV’.

Social media

Social media has altered the definitions of paid, earned and owned media or at least has blurred the lines between them. Now, the challenge that agencies face is figuring out how to integrate all three forms of media for maximum effect.

After all, social content, by definition, can lack authority but it has authenticity because it establishes relevance and context with our friends and our surroundings.

Let’s have a diagram.

Sponsorship events

We know there are Fans (consumers) who have Passions (Sport, Music, Art). Sponsored activities provide the magical third piece of the puzzle – the Location. This is not just the location of the event, but, thanks to mobile phones, the location of fans too. And this is powerful intelligence regarding media capture and distribution options.

Radiohead’s concert video shot in Prague in 2009 by 50 fans on Flip cameras makes you feel like you are standing amongst the crowd:

It appeals to fans because it was made by fans, contains fans and gives the fans that couldn’t go the feeling that they were there.

And the effects go beyond the concert. The video was endorsed and published by the band; further projects have been planned by the fans that in turn become a part of the history of the band, strengthening the relationship between all concerned.

The Social challenge – the media ecosystem

The goal is to connect the dots and integrate all media for maximum results.

It is not just about producing content for an event or campaign but to inspire the target audience to contribute, to collaborate and comment beyond the life of the event.

The media can take on a life of its own, especially if there are core community and social values – a mini ecosystem that can run beyond the campaign.

Mobile

Mobile is ever-increasingly becoming the medium of choice, particularly for image capture and Geo-positioning. According to Comscore, in the next 12 months:

‘We predict more than half of all mobile consumers will have access to mobile media, largely driven by growing adoption of smartphones. Identifying the synergies that exist between all consumer touch points – traditional PC internet, mobile media (via app and browser), tablets, etc. – and understanding how consumers use these devices to fulfil different needs and convenience levels will be of critical importance to marketers.’

How does all this affect production for Synergy Clients?

Social / mobile media is very powerful but it often requires a paid spark.

Synergy already produces world-class output and my goal is to bring broadcast, online and social production and planning experience into close proximity with the Synergy team and clients hopefully resulting in:

- Real-time intelligence on media options available

- Advice on production and delivery techniques, and suppliers to maximize creative impact

- Guidance on delivery options, channels, asset management (now and future) and measurability. If they are managed, assets can be re-purposed, like this COI text driving radio ad that was repurposed (very cost-effectively) as a viral video simply by adding graphics

Here is fifteen years of TV and web production distilled into my simple media AIM chart:

In Summary

- Content has developed from a one-way communication to an interactive conversation endorsed and measured through social reference

- The balance  of emotional, intellectual and social engagement should be carefully planned depending on the target audience and mediums available

- Technology and innovation drive the reach of our work but synergy between content producers and audiences fuels its impact

By Colin Burgess on October 13th, 2011

Tags: Advertising, Alcohol, Branded content, Celebrity, community, Content, Default, Digital marketing, Facebook, Media, Sponsorship, Synergy, Synopsis, Television, Viral Marketing, YouTube

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