F1 is considered one of the front-runners when it comes to sponsorship and reaching a worldwide audience. As a better way to engage that wide audience, F1 and their sponsors are turning to branded video content.
F1 Evolves With The Sports Business Landscape
Eight out of ten people surveyed in this month’s Blended Republic Study believe that marketing budget spent on branded content will be increased in 2014.
Reasons for this change are as follows:
- As sponsorship becomes less about a logo, video content is becoming essential to allow a brand to tell its story in an articulate and engaging manner
- The type of sponsors that are coming into the sport are much more consumer-facing companies. Video content is a core component for using their sponsorship as a platform to communicate with the consumers
- Video is more interesting and attractive to much of the target audience than written or printed material, especially to the younger generation
- Compelling content is becoming increasingly important to provide brands with an engaging point of difference and needs to be funded
- Due to the growth of social media and the need to increase viral marketing using platforms such as YouTube, video footage is increasingly valuable
The Digital Challenge For F1
Branded digital content will always heavily rely on creative technique. Any company can make a 30 second video explaining their brand and how they are a sponsor of F1. But not every company will ensure the creative appeal necessary to drum up true exposure.
Chris Sice, Managing Director of Blended Republic, explains the difficulty behind this challenge:
“It is clear that F1 sponsors are keen to invest further in content marketing in 2014. The rise of social media coupled with F1’s huge broadcast audience makes it increasingly attractive. The main challenge is how to create content that secures distribution and the audiences needed to deliver a significant ROI.”
The Blended Republic study also confirmed the top four benefits of branded content
- It gives brands the opportunity to amplify their sponsorship in an engaging manner through TV and social media (68%)
- It creates a deeper emotional connection with the target audience (64%)
- It allows the brand to tell a longer story that captures its values and messaging (54%)
- It helps brands cut through the competitive noise of sponsor logos (42%)
Perhaps it’s best that the rest of the sports marketing world takes a look at how F1 carries out such a movement toward digitally branded content. The organization has been leading the way as of late. There is no reason to distrust them now.
Photo credit – motorauthority.com