Category
Life-Stages
Constructible Franchises
Trend cluster
Category
Playoff
Activation
Brands take advantage of sports fandom with localized ad campaigns.
4.7
Trend score
Trend
What is the Playoff Activation trend?
Playoff Activation: Creating ties to current events, brands, typically outside the sports and athletic field, are jumping in to showcase support and loyalty for regional sports teams. Strategically releasing ads around playoffs and championship finals, brands are aiming to showcase pride and support for local teams through everything from referencing star players to highlighting local fan engagement.
Insight
The consumer insight behind the Playoff Activation trend
Consumers connect with businesses that are values-driven and purposefully contribute to their community. One of the most effective ways to showcase values is through taking on a ‘corporate citizen’ role, where an organization takes action to help their specific region. This makes consumers value the shared connections between their community and the brands that contribute to it.
Trend themes
Themes within the Playoff Activation trend
Three behaviours holding the trend together01
Localized ad campaigns
By creating ties to current events, brands are showcasing pride and support for local teams through localized ad campaigns, influencing the way businesses engage with consumers.
02
Purpose-driven brands
Consumers value shared connections between their community and the brands that contribute to it, presenting an opportunity for purpose-driven brands to drive engagement.
03
Interactive digital platforms
Interactive digital platforms like Aviva's Raptors Voice Insurance showcase how businesses can incorporate interactive digital platforms into their business models to increase engagement with their audiences.
Industry implications
What the Playoff Activation trend means for industry
Where the trend changes the playbookFor
Sports
Localized ad campaigns are influencing the sports industry by showcasing pride and support for local teams, which can drive audience engagement and brand loyalty.
For
Retail
Purpose-driven brands can drive engagement with their consumers, increasing brand loyalty in the retail industry and beyond.
For
Insurance
Interactive digital platforms present opportunities for the insurance industry to turn sports fandom into customer engagement while creating value outside their core services.
Workshop question
In what ways can your brand create more authentic connections with your consumers? What localized strategies could you employ?
Trend signals
Trend signals for Playoff Activation
Trend score 4.7 out of 10, from popularity 79%, activity 54%, freshness 8%.
Popularity79%
Activity54%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Playoff Activation trend
5 featured examples from Sep 26, 2018 to Jun 4, 2019CategoryMarketing
Sports-Themed Voice Insurance
Aviva Launches 'Raptors Voice Insurance' To Protect Your Roar
Insurance companies can capitalize on the demand for specialized coverage, such as vocal protection policies.
CategoryLifestyle
Painting-Inspired Sporty Hoodies
Hayley Elsaesser Unveils a Raptors Renaissance Sweater
Fashion brands can capitalize on the trend of combining sports and art to create innovative and eye-catching clothing options for sports fans.
CategoryMarketing
Playoffs-Themed Coffee Ads
Tim Hortons' 'Beware the Raptors' Ad References Jurassic Park
Opportunity for coffee chains and quick-service restaurants to capitalize on sports events and engage with fans through promotional campaigns.
CategoryMarketing
QSR Hockey Collectibles
Tim Hortons NHL Trading Cards Are Back in Restaurants for a Limited Time
Companies specializing in sports memorabilia can explore partnerships with professional sports leagues to create limited-edition collectibles.
CategoryPop Culture
Hockey-Inspired Dating Stats
This OkCupid Infographic Shares Dating Tips for Hockey Fans
Online dating platforms can tap into the hockey fan market with specialized features and filters.
