From Adweek · Ashley R. Cummings · · 40s
Fandom Doesn't End When the Game Does
Brands can build loyalty through sports fandom before and after games.
In brief
Brands can build loyalty through sports fandom before and after games. Burger King and Roku partner on college football to reach fans before games through authentic connections. Originally reported by Adweek.
Finding the right place in fandom
Brands connect with fans through existing interests like sports teams and podcasts.
“If you can find those sparks of authenticity within the program, team, or player and build around it, that’s magical for a brand”
Burger King's pre-game timing strategy
Reaching fans before kickoff when they decide what to order creates better engagement.
“For Burger King, a PHD client, timing creates another opportunity”
Authentic partnerships matter
Burger King partners with Roku's college football zone to reach fans naturally.
“College fandom goes far beyond the Saturday night games”
Data-driven fandom investments
Ad agencies use viewing and consumption data to build consumer profiles for better targeting.
“Advertisers are increasingly interested in identifying customers who will return”
The takeaway
Burger King and Roku partner on college football to reach fans before games through authentic connections.
