Sponsorship on social media sites in the form of race photography is a new, emerging race photography model focusing on granting athletes with their (branded) race photos for free – to share on social media.
The photos are branded with the race or sponsorship branding and reach a huge audience of friends and families of the athletes. Optimally the photos would be posted to social media Live during the race – utilizing advanced bib number recognition software, race photo-tagging and social media distribution platform.
Sponsorship For Races Being Boosted By Social Media Photography
Here are 5 ways Sponsored Social Media Photography model boosts racing events sponsorship, based on our analysis of this model operation by Vodafone – the sponsor of 2014 Malta Marathon.
1. Engagement
Running a marathon is a unique experience which would usually takes months of training and preparation. Coping with the challenge and reaching the finish line is a personal achievement most people would be proud of, and would love sharing through social media. Sharing race photos works great for this purpose (especially if done Live during the race).
As the shared race photos reflect this achievement, they will drive massive social media engagement in most cases. Be it “likes,” “shares” or comments of friends and family congratulating the athlete for the achievement, this aspect of incorporating social media proves engaging and fun.
2. Social Reach
Campaign reach is one of the most important measures for sponsors. So is the nature of the reached audience. Sponsorship of racing events would many times target the athletes’ audience being in the upper-middle class.
Sponsored Social Media Race Photography leverages race sponsor’s investments by reaching a huge audience not-accessible otherwise. Hundreds of social-media friends of each athlete view the branded race photos. The high engagement over the photos prioritize the post visually and maximize reach. In most cases those social friends belong to same socio-economic class of the athlete – thus match sponsors targeted audience for purchasing the photos.
Utilizing Sponsored Social Media Race Photography for even a small to mid race would drive a huge reach of hundreds of thousands or over a million social media impressions!
3. Gratitude
Brands and sponsors are striving to create an emotional connection with their target audience. Sponsored Social Media Race Photography is an optimal channel for sponsorship to generate such emotional connection with the athletes and their social circles.
Athletes love getting their race photos, and they are grateful for whoever let them have their photos free. We’ve seen it time and again – the great feedback athletes have the first time they their photos are actually granted to them free and shared to their social media profile during the race.
Here’s one example of such feedback:
4. Fans acquisition
Fan pages are a dominant channel for brands and sponsors to keep constant interaction with their target audience. As such – it’s imperative for Sponsored Social Media Race Photography platforms to strengthen this channel for sponsorship.
As athletes are thankful for getting their photos, they would love to become brand fans many times over, and the platform should help them do so.
We’ve seen many races and sponsors utilizing our Sponsored Social Media Race Photography platform to further build their fan base with well-targeted audiences (athletes of races they are sponsoring).
5. Brand innovative image
Being a race sponsor is much about putting your brand in the front and painting it as a leading brand that supports people who challenge themselves and seek new achievements.
Sponsored Social Media Race Photography provides a great opportunity for race sponsors to strengthen their brand image.
As the market only starts switching into this new model, sponsorship is already offering athletes their Live photos on social media. This method is perceived innovative and strengthening the brand innovation image!
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