When Crying Can Lead to Buying


January 18, 2012 by Dave Kissel, President & CEO, InStadium

 

Now that the video of the Packers fan's hysterical reaction to her team's playoff loss has gone viral, the logical question of "Is this real?" is valid.  As a Chicago Bears fan who lives near the Wisconsin border, I can attest firsthand to Packers fans' passion, if not the veracity of the clip.

 

But the video brings to the forefront something important to acknowledge:  sports bring out our emotions…deep, real, and highly-charged.  I cannot imagine anyone crying hysterically after their favorite player got voted out of Survivor or their favorite D-list celebrity got booted from Dancing with the Stars.  Bummed, maybe, but not hysterical.

 

Why is it that people are so invested in their teams emotionally?  Because those teams are an extension of who they are and how they define themselves.  It's visceral, which is why brands who use the stadium environment as a communications channel are tapping into true emotional power.  For more than 50 years, we in marketing have known as an absolute:  the more powerful the emotional state of the consumer, the more powerful the delivery of brand selling message, in terms of breakthrough and impact.

 

In the stadiums, you don't need to manufacture an emotional state in order to deliver a selling message…the audience is already IN that state.  



Who’s the audience?
InStadium reaches up to 20 million receptive, active, and influential adults on a monthly basis. The InStadium audience is 40% female and 60% male and indexes at 118 for adults 21-49. Our audience has an 18% higher mean HHI than that of the general population and indexes at 138 for post-graduate education.
Source: Scarborough Research Release 1 2011
What is the network?
8+ years of building trusted relationships with professional sports and collegiate venues across the country has allowed us to create the InStadium Network.
What's the medium?
Larger-than-life, high definition video with digital surround sound, custom PA announcements, and vibrant, full-color, animated LED rings create an unforgettable brand experience in a dynamic environment.
Which brands use InStadium today?
Brands who want to increase their ROI and accelerate their business results. InStadium works with blue chip brands across many categories, including entertainment, internet technology, personal care, travel/hospitality, consumer packaged goods, retail, telecom, and more.
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