Content is king, activation is queen

When ESB calls, the sports business world answers. For the seventh time, the Digital Sports & Entertainment conference took place in the heart of Berlin and it brought together more than 400 participants and 50 guest speakers from across Europe and the United States. The two-day programme gave a wide array of insights into the world of digital marketing, shed some light on the latest industry trends and provided a thorough understanding of a number of best practice cases. 

As part of the “Activation” forum, iRewind took the stage alongside ASICS to share some learnings and facts of this year’s marathon and mass participation activations in Europe. Some of the other presenters included Tik Tok, Borussia Dortmund Football Club, A.S.O., Zurich Insurance or Vodafone. 

Highlighting the key advantages of using personalized video content to communicate brand and product messages, Medhi Benmamar, Senior Digital Marketing Manager at ASICS EMEA, explained why user generated content is really what his brand is looking for. It’s real, it’s authentic, it’s honest. And it translates into measurable success stories. iRewind provided some key take-aways and learnings from the first set of events and shared an exclusive look into the future and what lies ahead in terms of personalized finisher videos. Judging from the number of people in attendance, the topics and presentations seemed to resonate well with the audience, making it clear that brands in today’s world need to do more in terms of activating their sponsorships and marketing campaigns that they do today. We look forward to being back at the next ESB event, the Sport.Forum.Schweiz in Lucerne next month where we will have the honor to welcome the British Heart Foundation and Octagon on stage alongside ASICS.