February 12, 2015 by Wendy Holliday
Super Bowl fans paid big money to attend the experience in Arizona.
Sponsors paid big money for game day ads. And some paid for unique customer experiences, some onsite and some online.
The savviest sponsors engaged fans before they ever hit the turnstiles or clicked their remote. They knew that getting the most from their sponsorship dollars required a separate activation plan to engage potential customers.
We can learn a lot from the unique fan experiences created by some of the Super Bowl’s Sponsors. Jump start your next attendee experience sponsorships by stealing a few ideas from Verizon Super Bowl Central.
What unique experiences will your conference participants like to see, do and share?
What behind the scenes or participatory experiences will work for your fans? Would they appreciate a challenge, a photo booth, afternoon ice cream or an opportunity to meet the keynote speaker?
Create experiences that include activities your attendees would pay extra to experience. Then secure a sponsor for those experiences.
Could a sponsor help create, organize and underwrite a rare experiential learning opportunity, an excursion, a networking event or other unique experience?
There were plenty of VIP parties and events before and after the Super Bowl. There were also activities open to all including:
Attendees want to connect. Get your sponsors involved in specialty lounges, tech charging areas that include tables and couches for networking and food. Where can you help attendees connect and sample something? There’s your sponsorship opportunity.
Yes, there were the usual suspects; Budweiser, Doritos, GMC, Pepsi, and Verizon. And there were a few unexpected players including:
Ensure your conference sponsorship team is expecting the unexpected. They should be open and willing to offer unique sponsorships to new and different investors.
Sponsors leverage their sponsorships by creating an activation plan that engages their fans well before the big day.
Are there sponsorships that you can crowdsource and extend the runway? The best sponsorship opportunities have leverage plans that begin at least 90 days prior to the event and end when people stop talking about it. Consider crowdsourcing the conference pin, evening entertainment or activities for the opening reception? Engage both the participants and the people who wish they were there live; especially through social media channels.
How are your sponsorship offerings meaningful, fun or engaging? What are you doing to extend the sponsorship opportunity?
Filed Under: Experience Design, Sponsorship & Exhibits
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