# Playoff Activation Brands take advantage of sports fandom with localized ad campaigns. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Jun 16, 2019 | Category: [Life-Stages](https://www.trendhunter.com/pro/category/life-stages) Source: Trend Hunter, https://www.trendhunter.com/protrends/playoff-activation ## Key Figures - Trend score: 4.7/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Sep 26, 2018 to Jun 4, 2019 - Published: Jun 16, 2019 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Playoff Activation trend ### 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. ### 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. ### 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. ## What the Playoff Activation trend means for industry ### For 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 for Playoff Activation Trend score 4.7 out of 10, from popularity 79%, activity 54%, freshness 8%. - Popularity: 79% - Activity: 54% - Freshness: 8% ## Examples of the Playoff Activation trend 5 featured examples from Sep 26, 2018 to Jun 4, 2019. - [Sports-Themed Voice Insurance](https://www.trendhunter.com/trends/raptors-voice-insurance): Aviva Launches 'Raptors Voice Insurance' To Protect Your Roar (Category: Marketing) Implication: Insurance companies can capitalize on the demand for specialized coverage, such as vocal protection policies. - [Painting-Inspired Sporty Hoodies](https://www.trendhunter.com/trends/raptors-renaissance): Hayley Elsaesser Unveils a Raptors Renaissance Sweater (Category: Lifestyle) Implication: Fashion brands can capitalize on the trend of combining sports and art to create innovative and eye-catching clothing options for sports fans. - [Playoffs-Themed Coffee Ads](https://www.trendhunter.com/trends/beware-the-raptors): Tim Hortons' 'Beware the Raptors' Ad References Jurassic Park (Category: Marketing) Implication: Opportunity for coffee chains and quick-service restaurants to capitalize on sports events and engage with fans through promotional campaigns. - [QSR Hockey Collectibles](https://www.trendhunter.com/trends/tim-hortons-nhl-trading-cards): Tim Hortons NHL Trading Cards Are Back in Restaurants for a Limited Time (Category: Marketing) Implication: Companies specializing in sports memorabilia can explore partnerships with professional sports leagues to create limited-edition collectibles. - [Hockey-Inspired Dating Stats](https://www.trendhunter.com/trends/dating-stats): This OkCupid Infographic Shares Dating Tips for Hockey Fans (Category: Pop Culture) Implication: Online dating platforms can tap into the hockey fan market with specialized features and filters. ## Recent trend clusters - [Constructible Franchises](https://www.trendhunter.com/protrends/constructible-franchises) (Life-Stages) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) ## Trending in Life-Stages - [Retro Graphic Tees](https://www.trendhunter.com/trends/nostalgic-graphic-tees) - [Screen-Free Kids Phones](https://www.trendhunter.com/trends/screen-free-kids-phones) - [Edible Oil-Based Lubes](https://www.trendhunter.com/trends/coco-lube) - [Women's Health-Focused Probiotic Supplements](https://www.trendhunter.com/trends/womens-health-probiotic-capsules) All articles: [Life-Stages](https://www.trendhunter.com/life-stages)