Brand Activation via Social Media

Monumental Sports
Student Price: 
$11.00 (€9.68)
Area of Study: 
North America
Brand Management, social media, ROI, Optimization, strategy, Quantitative, Customer
Distributed by the Global Jesuit Case Series
Average rating: 

Sports team sponsorship no longer means simply attaching a corporate name to a stadium. Rather, it has become a triangle of association between the team, the sponsor, and the passionate fan. To test the value of sponsorship integration, Brian would like to be able to prove that fans tend to like/follow a brand on social media because of its association with an MSE team. What could drive that effectiveness for sponsors? Do fans who use social media to connect with a sponsor later make a purchase because of the brand’s association with the team? How do you measure this as proof of sponsor ROI? How would you drive more productive fan engagement for MSE brands via social media?

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