Page 27 - 2016 Year In Review

SPONSORED SNAPCHAT FEATURES: As one of the largest social media platforms in the world, Snapchat
gives brands the opportunity to speak to a mass audience; one way brands are doing this is through the
Geofilter and Lens features on Snapchat. Though both features were introduced before 2016, this year
brands started to leverage them with consistency. Geofilters allow Snapchat users to overlay a design to
their picture (designs change depending on the location of the user). This year, many brands created their
own Geofilters for specific events or locations. Starbucks created a custom filter for National Frappuccino
day, and McDonald's created one that could be used at any restaurant location. Brands also leveraged
Snapchat’s Lens feature, which can add real-time effects to a picture. Gatorade, an official NFL sponsor,
created their own Lens before the Super Bowl that allowed users to pour virtual Gatorade over their heads.
Snapchat’s advertising platforms are designed for brands seeking brand dominance within a physical
geographic area or a specified time duration, making it particularly relevant for corporate sponsors. Watch
for Snapchat to continue to evolve its monetization strategy by innovating the advertising opportunities
offered to brands.

BRANDS ACTIVATING WITH RETIRED ATHLETES: In 2016, a number
of active brand endorsers called it a career, including Peyton
Manning, David Ortiz, and Kobe Bryant. Retirement years serve as a
long goodbye for notable athletes, and final seasons can both
increase fan interest in – and positive sentiment towards – certain
stars. For their current partners, it is an opportunity to celebrate the
endorser’s career. Bryant and Ortiz appeared in commercial spots and
participated in activations all year that focused on their careers
coming to a close. Moving forward, as future stars announce their
retirement, it will be important for sponsors to build on this trend; too
much repetition will lead to consumer fatigue as it relates to this
narrative.

BRANDED VIEWING AREAS: In a trend that may have started with the
success of the WestJet Flight Deck at the Rogers Centre, branded fan
viewing areas have become a popular asset in facilities across Canada.
This year the Molson Fan Deck has been introduced in both the Ottawa
Senators, Edmonton Oilers, and Toronto Maple Leafs' facilities. The
Molson Fan Deck, much like the WestJet Flight Deck, allows fans to
congregate in a communal area of the arena to watch the game in a
more social atmosphere. These branded viewing areas gives the facility
an opportunity to add in new amenities for fans while providing a new
assets to sponsors.

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