In the past two decades, technology has transformed ad campaigns across industries. We see this not only in ad execution but also in analytics tracking. Companies, now more than ever, can accurately track user data and make more informed decisions. However, technological advancements have meant companies must continually keep up with the latest technology to implement in their campaigns or analytics. In this article, we’re going to look at how brand partnerships have been affected by recent developments.
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Technology Transforming Brand Partnerships
Brand partnerships are par for the course in the marketing world, and in recent times, we have seen how technology has added a new dimension to these deals. For example, in the US, Fanatics Casino has partnered with the Carolina Hurricanes, the Raleigh-based ice hockey team competing in the NHL. Fanatics, a company that evaluates the potential outcomes of sporting events and offers a range of markets on different sports, will give fans of the Hurricanes discounts on their online apps and platforms, while also giving them access to retail betting in the stadium. We have seen in other sports, such as football, how geo-location technology can also be used, offering customers odds and offers as they watch the game live in the stadium.
Improving the Customer Experience
Along with geo-location technology, we can see more examples in the sporting world showing its quick adaptation to advancements in technology in recent years. On the pitch, sporting teams compile a plethora of data tracking their players, their opponents, and even in-game statistics. While off the pitch, we have seen the use of technology to improve the fan experience. The Professional Golf Association partnered with Dell to offer fans the chance to experience something akin to golfing on the moon, or how it would feel to play with a robotic arm. While Google has invested in women’s basketball in the US, becoming their official trends and analytics partner, A relationship where the benefit is clear to both sides as the WNBA continues to try to grow their sport.
In the casino world, technology-brand partnerships can have several benefits. Large technology firms such as Accenture and Google have entered the industry to provide technology that will improve not only marketing campaigns but also the in-person gambling experience. Cloud technology and AI can help with providing geo-location-based offerings while building personalised discounts and offerings based on a consumer’s user history, such as the time of day they play or their preferred games, both in-app and in-person.
Leveraging AI
Coca-Cola is no stranger to innovative ad campaigns. 2023 was no different, as they partnered with Open AI, the company behind ChatGPT, to allow customers to create their own ad campaigns based on the company’s previous efforts. Back to the world of sport, another behemoth of the advertising game, Nike, created an AI ad putting tennis player Serena Williams up against a younger version of herself and streaming it to their millions of subscribers.
Sometimes all it takes to change the world is just being you. Thank you, Serena, for changing the game for so many. @serenawilliams pic.twitter.com/SQ2KqRLsxx
— Nike (@Nike) September 3, 2022
New technologies have allowed both brands to create something different, never before seen, while at the same time fostering an interaction with their customer base that goes beyond what print or digital media could previously do. What awaits us in the future, in terms of technology and ad campaigns, remains to be seen.