Page 31 - 2016 Year In Review

RIDE SHARING: Ride-sharing apps like Uber and Lyft have been partnering with marquee sports and
entertainment events since well before 2016 to increase consideration and trial. However, as ride-sharing
apps have entered the mainstream consciousness and matured as a category, the role of sponsorship
has shifted to driving the brand halo through effective storytelling. Lyft has partnered with notable sports
personalities who pose as drivers to emphasize the connection between drivers and passengers on a
Lyft ride. It is a narrative that the brand uses to differentiate itself from Uber, which focuses on
convenience and point-to-point transportation. Leveraged drivers have included Kris Bryant, Richard
Sherman, Danica Patrick, Shaquille O’Neal, DJ Khaled, Demi Lovato, and Jerry Rice. For Uber, a major
marketing focus in 2016 has been on attracting drivers to the platform. They have partnered with
compelling personalities such as Olympian-in-training John Sullivan, who drives an Uber part-time to
support himself as he works towards making the men’s U.S. speed-skating team.

MATTRESS-IN-A-BOX ONLINE RETAILERS: Online “bed-in-a-box”
retailers now represent 5-10% of all sales in the mattress category, and
their market share is projected to grow to 30% over the next five years.
As brands like Casper, Endy, and Leesa seek to differentiate themselves
in an increasingly crowded marketplace, more marketing – and, in turn,
sponsorship dollars are projected to be spent by this category. The
category is known for its podcast sponsorships, a platform that
reaches to the category’s bullseye target of tech-savvy millennials.
Casper has launched a “Nap Tour” activation wherein they launch pop-
up napping stations that allow potential consumers to book 15-minute
trials with the product – a concept the brand used at their 2016 TIFF
activation.

VIDEO-GAME PARTNERS: In the world of sponsorship, sports video-
game franchises are often examined as a property type. However, in
2016, video-game brands like the FIFA franchise invested in
sponsorship to drive awareness for key product launch dates. This
past August, EA Sports struck a deal with the EPL that included on-
screen branding during global broadcasts and in-stadium brand
integration. Similar deals were launched between FIFA and clubs like
Manchester United. A key component of each partnership is a
commitment by EA to include 3D head scans of players on the
sponsored team to ensure accurate likenesses. Given the anticipation
around the launch of North American video games like NBA2k and
Madden, look for similar deals in the future.

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