Coca-Cola uncaps esports’
marketing potential with mobile-driven content sponsorship
Coca-Cola is sponsoring a new
weekly digital program covering competitive gaming through a partnership with
media company IGN, whose viewers spend 60 percent of their time on mobile.
The strategy is an example of how
big brands such as Coca-Cola are increasingly looking to sponsor content that
is reaching consumers where they are spending much of their – on their
smartphones. The new program, Esports Weekly with Coca-Cola will bring new,
in-depth coverage to esports, a quickly growing area of entertainment.
“Today, 100 percent of IGN users
are on mobile 60 percent of the time,” said Peer Schneider, co-founder and
general manager at IGN. “What used to be our second screen has quickly become
our first – so much of the content we create is optimized for mobile viewing.
“Just like on the desktop Web,
there are different mobile viewing patterns,” he said. “In addition to our
full-length show, we will create custom highlights and additional topical
programming targeted at those who may not have the time to watch a full show
when they discover it.
“On our native mobile apps, we
also offer the ability to ‘save for later,’ which lets users queue content they
want to watch. Our next step is to make this feature truly multiplatform, so
you can watch for a few minutes on the go, then continue to watch the whole
show at home on a completely different device.”
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