Summer is the season for live events like concerts, baseball games, music festivals and more.
Previously seen as simply a one-way advertising opportunity, mobile’s ability to facilitate a conversation with consumers has transformed live events into a key component of cross-channel marketing efforts.
This allows for consumers to become part of the event – whether in person or watching it on television. However, just like any program, a campaign built around a live event requires preparation that identifies goals and key messages to ensure it’s a measurable success.
Arguably this summer’s most talked about sporting event is the World Cup.
And, according to a study conducted by Interactive Advertising Bureau on device usage, nearly half of soccer fans worldwide who own smartphones intend to follow the games via their phone.