New work for Doom Bar and the British & Irish Lions. #ToTheLastDrop
On Friday the clever people over at Snapchat invited us to attend their immersive School of Snapchat day. We were cleverly transported back to the 90s and a world where PJ and Duncan were still cool, and indeed Donna Air was more Geordie, less royalty.
The Snapchat Lollipop lady greeted us on arrival at the secret location, we were promptly put in houses and given lockers, ahead of the headmaster leading us into an outburst of the school anthem, all before 9.30 am.
Think secret cinema does media partnerships; this day was an A+ event at getting brands and agencies to love and champion your brand for you. Complete with some serious styling attention to detail, lots of kitsch merch and a school party complete with sugar-laden bottles of Hooch.
That aside, the day was broken down into 4 lessons all designed to help us master the functionality and benefits of the app. Each lesson came with it’s own teacher, learning materials and what felt like a practical exam. We went through Maths, Science, Art and Media Studies, touching on different areas from creative to audience insights.
Here's just four things we learnt, one from each lesson:
The Snapchat audience aren't kids. 61% of Snapchat users are between the age of 18-34, de-bunking the rumor that only teenagers are using the app.
Four ways to engage with ads. When running ads across Snapchat, users can be encouraged to swipe up to read an article, install an app, watch a longer piece of content or be directed to a web page.
Filters and lenses get huge engagement. Every day over 60% of snaps sent include one of the apps creative tools, whether that is a dog-face lens or a colour filter.
Discovering new content. Over 10 billion videos are watched every single day. Bitesized content from Snapchat's media partners like Sky, offer a new way to enjoy both long and short form content.
Whilst this was far from your average day at school, it was most certainly a lesson in good brand communications and sales.
Hats off to Snapchat – we’re confident many of the graduates will buy very much into the programme and you’ll see many more filters and lenses to come this summer.
Despite Arsenal winning, the FA Cup final felt like it got it's mojo back
We worked with EE and YouTube influencer Callux to highlight EE's sponsorship of Wembley, promote their JustEat collaboration and create a fun piece of content which saw him and 4 of his fans have a sleep-over at Wembley the night before the FA Cup final. His video went live on Saturday night at 7pm and has since had over 850,000 views. Give it a watch: https://www.youtube.com/watch?v=-C3mbYklt2c
We also supported the FA's alternate broadcast, offering special behind-the-scenes content and commentary by two influencers, along with special guests including Callux, all live streamed to the FA TV YouTube channel, with EE as the lead partner. It's clocked up over 115,000 views: https://www.youtube.com/watch?v=TlHIHetekG8
Then, we were straight back to work at Paddington Station this morning to celebrate the launch of the first Paddington 2 trailer. There's a screen in a giant suitcase and lovingly made '2' shaped marmalade sandwiches.
If you head out from Paddington Station this evening make sure to keep an eye out for it. The sandwiches have gone though...
Wembley Stadium, the home to some of the UK's biggest sports events, became the setting for SportsPro Live. I joined a panel with Jean-Marc Paihol, the Global Head of Market Management & Distribution at Allianz, along with Louis Matignon, Multiplatform Solutions Manager at Eurovision, to discuss Digital Sport and how it is measuring up and following the footsteps of more traditional sport.
I provided the panel audience with insights from a so called 'millennial', a word the panel seemed to agree was not in their favored vocabulary. For someone who's TV isn't plugged in and who's daily consumption of content is all online, I shared my thoughts, experience and insights into how this audience reacts and consumes the content from these new digital sports. Whether it's the viral sensation of Drone Racing, Virtual Golf tournaments or the FIFA Interactive World Cup, these digital sports are growing at a phenomenal rate and they're being helped by how the audience consumers and supports them. Digital sports, esports specifically, is available nearly 24 hours a day, 365 days a year. Across social media, streaming platforms and news updates, esports is all-access which and some what of an edge over traditional seasonal sport. However, there also isn't enough room for this always on approach, especially when it comes to massive events. The esports calendar is becoming busier, nearly too busy and a balance will soon be needed to give everyone involved enough breathing space to continue growing. This is where traditional sports can teach the digital equivalent how the balance could be found.
- Liam Thompson / Gaming & Influencer Exec
Chuffed to have won three UK Sponsorship Awards last night!! 'Best use of PR' for Barclays Premier League, 'Best use of Research & Evaluation' for Barclays ATP World Tour Finals and Natasha Cabral walked away with the hugely prestigious Barrie Gill Award, given to the rising star in the UK sponsorship industry. Fantastic work.
In the start of a new series, Liam Thompson, our gaming and eSports guru picks out the most interesting stories from the eSports sector and writes up an overview for SportBusiness, the world's biggest selling sport business magazine.
The first overview includes:
- Audi signs short-term deal with Astralis team
- NBA and Take-Two to create official NBA 2K eLeague
- Gillette’s League of Legends activation will allow fans to 3D print shaving accessories
- And more
Read the full piece on SportBuisness here.
Our EA team secured Game of Thrones star Natalie Dormer to play Dr Lexi T’Perro in Mass Effect: Andromeda
In the newest instalment of the Mass Effect series, Lexi enters the depths of outer space, stepping on board The Tempest. Natalie Dormer voices one of the game’s central characters and one of the first characters players will meet when they wake up from their 600-year cryo sleep.
Come and join us tomorrow morning!!
With some major events in the pipeline across Barclays, Coca-Cola and EE we are on the hunt for a Freelance Production Manager. Check out the JD below and send over your CV and cover letter to Joanne.Warnes@havas-se.com
Freelance Production Manager JD
We are looking for a freelance production manager with a strong integrated campaign background covering sports and entertainment, who has a real flare and passion for live events. The candidate will have experience in activating brand partnerships and a strong history of creating and implementing first class consumer brand experiential campaigns and a proven track record in managing campaign elements and coordinating external suppliers.
As a Production Manager, we look to you to have strong relationships with a variety of suppliers and be able to pull together competitive costs and solutions for both live campaigns and new business projects. We expect you to be able to manage the creative requirements for all your production elements liaising with our in-house creative team to achieve this.
Your role is focused upon day to day delivery – you will need to manage the demands and prioritization of your tasks and client needs. You need to be conducting business in an effective manner with pro-activity, attention to detail and accuracy in all communication either internal or external.
We’re proud of our client roster and excited to work with some of the biggest brands in the world including; Barclays, Carling, Coca-Cola and EE. Although we would not expect you to be an expert in their field, we would expect you to have an up to date knowledge of innovation and technology in the activation and experiential industry, making you versatile at activating across these markets. We would expect you to take responsibility for keeping this knowledge current and see you playing a key role in exciting our clients with examples and demonstrations of the latest trends, event innovations, case studies and best practices emerging from the wider industry.
Planning and organisation, effective at planning your time and efficient at producing project documents including briefs, contact reports and status reports
Finance, you should be able to structure and maintain an accurate budget, managing suppliers, POs and communication with our finance team
Planning, demonstrate experience in planning and proposing both creative and practical brand campaigns
Communication, you should be confident communicating at every level, with a knowledge and sensitivity that you can apply to a variety of different situations – negotiating with suppliers, supporting team members or simply getting on with your colleagues and key contacts
Industry knowledge and expertise, you should understand and be able to communicate trends within the industry and market place. Ideally you will be able to demonstrate this knowledge with examples of your ability to think creatively and see opportunities of how you can bring this knowledge to life
Some of the key day-to-day duties will include:
- Propose production solutions for new business pitches
- Write budget for new business pitches
- Write production time-lines for live events
- Liaise with external and internal suppliers to execute live campaigns and one off events/productions
- Manage you client budgets to ensure work is delivered profitably and communicated to the wider team
We've just been shortlisted for 5 UK Sponsorship Awards!
Our work celebrating the end of Barclays 15-year tenure as title sponsor of the Premier League has been shortlisted for two awards - Brand Sponsorship of the Year and Best use of PR in a Sponsorship Campaign
Having just been shortlisted for the BT Sports Industry Awards, The EE Wembley Cup is on a roll being shortlisted for Branded Content of the Year and Digital Activation of the Year.
The 5th and final shortlisted entry is for Consultancy of the Year so let the 40 day countdown to the awards night commence!
Sainsbury's have once again partnered with Comic Relief and with just over a month until Red Noes Day we have just launched their campaign - a hidden-camera in-store stunt with the one and only Rylan! Check out the video below:
Last night was the 70th BAFTA and our team were front and centre celebrating the 20th year EE have sponsored the event.
After months of preparation, we hosted a VIP pre-drinks party for 150 guests at the Dorchester, welcomed 140 VIP guests for the ceremony and post-awards dinner and surprised 475 competition winners with tickets (400 more than previous years!). For 75 of these winners, this also included an exclusive post-awards dinner.
Another superb team effort!
Absolutely chuffed EE Wembley Cup was shortlisted for Event or Competition Sponsorship of the Year!!
EE Wembley Cup
Collaborating notable gaming and football YouTube vloggers with FIFA Legends we launched The EE Wembley Cup, a 8-part YouTube series climaxing in a live final at Wembley Stadium with a 22k strong crowd. The series generated over 40m online views, 540k likes and 382k comments - 99.6% of which were positive! The game was live streamed and had a peak live audience of 280k with the hashtag being used 130k times and trending organically #1 on Twitter.
Let the countdown to the ceremony commence...!!
Another week of eSports action rounded up with all the bits you need to know by our gaming pro Liam Thompson.
What a week we had last week. For me as a big CS:GO fan I was treated to a full 7 days of eSports action during the ELeague Major, watching the best teams from around the world compete for a slice of the $1 million prize pool. The Eleague event was hugely successful for a number of reasons, with ridiculous kills, unexpected upsets and amazing comebacks. More broadcasting deals, exclusive signings and sponsorships have occurred in the last week with a few to pick out and digest.
Audi’s new sponsorship takes pole position
After previously highlighting Audi’s jump into eSports by sponsoring team Astralis, I mentioned they were in the running to win the upcoming ELeague CS:GO Major… And they did just that. After a shaky start losing their first match, winning just two out of their first four and being one game away from elimination, things weren’t looking good for Astralis. The team clutched up and made a championship run which went down to the wire. With it all hanging on the final round, game three of three, Astralis managed to win the grand final 16-14 against Virtus.Pro. For Audi this is the best start possible to their new found sponsorship, their brand already making an impact to eSports viewers.
Watch the winning moment right here via Twitch eSports.
Record breaking viewership
Speaking of viewers, it was announced that the Eleague CS:GO Major broke the all-time concurrent viewer figures in the history of Twitch. The previous record of 890k concurrent viewers was smashed; the grand final reached over 1 million live viewers, all tuning in to watch Astralis and Virtus.Pro fight it out for $500,000. 1 million live viewers… Not only is that number just crazy, but the viewing figures often sat between 300-600k viewers for the majority of the week long tournament, which doesn’t include around 200k people who watched directly via GOTV on the game itself, plus those watching live through Turner’s broadcasting channels. Going back to my point before, Audi’s brand was displayed subtly at the fore-front of this tournament to millions of eSports fans across just one week all down to Astralis.
Facebook secure exclusive streaming rights with Blizzard
Similar to how ESL agreed exclusive streaming rights to YouTube Gaming for their 2017 Pro league, Facebook are now stepping up their game and following suit with new exclusive streaming rights. In an agreement with Blizzard Entertainment, Facebook have been granted an exclusive deal to broadcast the 2017 spring season of “Heroes of the dorm” taking away the rights from ESPN2 which has shown the season and championship for the last two years. Moving from a paid network service to a free social platform will help Blizzard reach a new and potentially bigger audience than before, showcasing the competition, statistics and more.
G2 eSports becomes the first to sign Facebook deal
It isn’t just publishers and leagues who are creating these streaming deals with Facebook, now a team is too. G2 eSports have also announced a deal with Facebook which will see the team broadcast gameplay onto the platform. G2 currently have professional teams across 6 different games including League of Legends, Hearthstone and Rocket League. While the deal isn’t exclusive and the players will likely continue to use services such as Twitch and YouTube, they will start to ramp up their broadcasts on Facebook being the first team to sign such a deal. They aim to use this new media strategy to help grow the team’s audience, unlock new sponsorships and increase engagement with its brand.
Gillette signs cutting edge deal with ESL
Gillette has announced a new global partnership with ESL which sees the male grooming brand sponsor the League of Legends Intel® Extreme Masters World Championship Katowice 2017. Gillette will be offering the teams and fans at IEM Katowice the chance to customize Gillette razor handles using 3D printing technology. Any League of Legend’s players competing at the event will also receive free grooming services throughout the opening weekend. Gillette has also signed its first eSports athlete to become a global brand ambassador, xPeke, a professional gamer who once was crowned MVP at a previous IEM Katowice event. They’ll be creating content with him and holding special signing sessions at this year’s event.
As broadcasting rights get eaten up by different platforms and even teams are starting to follow the trend it will be interesting to see how many more we see over the next few months.
Lucy Basden-Smith, our Experiential Business Director, talks to Event Magazine ahead of the Super Bowl:
"The Super Bowl is more than a sports event. It’s the barometer used to measure the confidence of the American marketing industry."
Full article HERE
With the transfer deadline only a few hours away, Dr Anna Semens our Head of Analytics talks to Sky News about her verdict for January!