Thursday 9th February marked the 10th annual European Sponsorship Association Excellence Awards, which saw MKTG awarded the Best Use of Innovation in Sponsorship award for their Sport Profiler campaign with Fitness First and Team GB. This award recognises innovation across the sponsorship industry, including new research, measurement or evaluation in the field of sponsorship.
The campaign’s primary goal was to engage new and existing customers around the brand’s partnership with Team GB . MKTG created an online tool which profiled users on their fitness and physique, before paring them with the most suitable Olympic discipline. As well as being a PR generator around the ‘One Year to Go’ and the 2016 Rio Olympics itself, the Sport Profiler also acted as a sales funnel for Fitness First, allowing them to capture data around prospective members and offer free sessions in gym, in turn helping to convert new customers. If you fancy finding out What kind of Olympian YOU are, the tool is still live on the Team GB website: httpss://www.teamgb.com/sport-profiler/sailing
The work is an excellent example of cross agency collaboration, with MKTG working in conjunction with Vizeum and iProspect to deliver this specific campaign and on the wider Fitness First & Team GB partnership.