Welcome!

News Feed Item

Octagon Launches The Passion Shift at SXSW

Proprietary Brand Research Will Change How Marketers Use Sport In An Increasingly Passion-based Market

AUSTIN, Texas, March 7, 2014 /PRNewswire/ -- Sports and entertainment marketing leader Octagon introduces The Passion Shift study, proprietary brand research designed to help marketers reach consumers in an increasingly passion-based market.  The study demystifies the evolving complexity of how fans use technology to feed their passion for sport and provides brands with the information needed to effectively reach the fans most likely to support sponsors. 

Octagon's new research maps consumer behavior, allowing brands to create marketing strategies and activations that will enhance the fan experience and ultimately help them become loved by consumers.  The tools created from the study outline the consumption habits of fans of 13 different sports.

"Technology has fundamentally changed the fan experience.  It is imperative that marketers understand how consumers behave in an increasingly passion-based world if they want to build affinity for their brands through sport," said Octagon's Chief Strategy Officer Simon Wardle.  "The Passion Shift provides brands with the data and the tools they need to understand which fans to target and how to reach those fans in the most effective and compelling manner."  

Key findings of the Passion Shift research include:

THE PASSION SHIFT: WHO TO TARGET
It turns out that "avid fans" are far less important than interactive fans. 

  • The level of a fan's interactivity and how they consume content is more strongly correlated with their willingness to change their purchase behavior as a result of sponsorship, than their self-reported avidity. 

PASSION CONTINUUM: HOW FANS ARE FANS
From "Couch Potato" to "Super Fan," Octagon has identified the 8 different ways fans use technology to help feed their passion for sport.

  • The Passion Shift research includes a behavioral segmentation that defines a spectrum of 8 different fan typologies from passive to interactive.

PASSION PROFILING: HOW TECHNOLOGY IS CHANGING HOW FANS ARE FANS
Octagon has mapped the complexities of how fans use technology to choose, curate, consume and share sports content.

  • The Passion Shift represents one of the largest and most detailed studies of US fan behavior and identifies and maps 33 different ways that fans consume sports content across 14 different sports.

MARKETING IN AN INCREASINGLY PASSION-BASED WORLD: ENGAGING THE RIGHT FANS
Digital, social and mobile channels represent the key to targeting and engaging with fans that are predisposed to supporting and rewarding sponsoring brands.

  • For example, fans who say they are more likely to buy your product as a result of sponsorship are 4.2 times more likely to post to sports-related blogs than fans that are not inclined to buy your product as a result of sponsorship.

The Passion Shift, designed by Wardle, surveyed over 7,000 fans and builds on the foundation of Octagon's ongoing Passion Drivers® research initiative. Passion Drivers® research (first released in 2005) quantifies the emotional connections that consumers have to sport, and consequently helps Octagon's brand clients understand how to better emotionally engage with fans in 15 countries around the world.  

Octagon is a proud partner of SXSW's first-ever SXsports. Simon Wardle will host a session today discussing The Passion Shift. http://bit.ly/1fDweuZ. Follow us on Twitter and LinkedIn for updates throughout the week.

About Octagon
Octagon, (NYSE: IPG) is the world's largest sponsorship consulting practice, managing and influencing some $3 billion in sponsorship-related spending annually. Octagon also is a pioneer and leader in athlete & personality representation and management. With more than 800+ employees worldwide, Octagon works with hundreds of blue-chip corporate clients, more than 800 athletes & personalities clients and manages more than 13,000 events per year.  To learn more about Octagon, visit: www.octagon.com.  

SOURCE Octagon

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
In his keynote at 19th Cloud Expo, Sheng Liang, co-founder and CEO of Rancher Labs, discussed the technological advances and new business opportunities created by the rapid adoption of containers. With the success of Amazon Web Services (AWS) and various open source technologies used to build private clouds, cloud computing has become an essential component of IT strategy. However, users continue to face challenges in implementing clouds, as older technologies evolve and newer ones like Docker c...
SYS-CON Events announced today that Twistlock, the leading provider of cloud container security solutions, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Twistlock is the industry's first enterprise security suite for container security. Twistlock's technology addresses risks on the host and within the application of the container, enabling enterprises to consistently enforce security policies, monitor...
The Internet of Things is clearly many things: data collection and analytics, wearables, Smart Grids and Smart Cities, the Industrial Internet, and more. Cool platforms like Arduino, Raspberry Pi, Intel's Galileo and Edison, and a diverse world of sensors are making the IoT a great toy box for developers in all these areas. In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists discussed what things are the most important, which will have the most profound e...
Automation is enabling enterprises to design, deploy, and manage more complex, hybrid cloud environments. Yet the people who manage these environments must be trained in and understanding these environments better than ever before. A new era of analytics and cognitive computing is adding intelligence, but also more complexity, to these cloud environments. How smart is your cloud? How smart should it be? In this power panel at 20th Cloud Expo, moderated by Conference Chair Roger Strukhoff, pane...
The goal of Continuous Testing is to shift testing left to find defects earlier and release software faster. This can be achieved by integrating a set of open source functional and performance testing tools in the early stages of your software delivery lifecycle. There is one process that binds all application delivery stages together into one well-orchestrated machine: Continuous Testing. Continuous Testing is the conveyor belt between the Software Factory and production stages. Artifacts are ...
Blockchain is a shared, secure record of exchange that establishes trust, accountability and transparency across supply chain networks. Supported by the Linux Foundation's open source, open-standards based Hyperledger Project, Blockchain has the potential to improve regulatory compliance, reduce cost and time for product recall as well as advance trade. Are you curious about Blockchain and how it can provide you with new opportunities for innovation and growth? In her session at 20th Cloud Exp...
@ThingsExpo has been named the Most Influential ‘Smart Cities - IIoT' Account and @BigDataExpo has been named fourteenth by Right Relevance (RR), which provides curated information and intelligence on approximately 50,000 topics. In addition, Right Relevance provides an Insights offering that combines the above Topics and Influencers information with real time conversations to provide actionable intelligence with visualizations to enable decision making. The Insights service is applicable to eve...
SYS-CON Events announced today that Grape Up will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct. 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company specializing in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market across the U.S. and Europe, Grape Up works with a variety of customers from emergi...
SYS-CON Events announced today that Hitachi, the leading provider the Internet of Things and Digital Transformation, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Hitachi Data Systems, a wholly owned subsidiary of Hitachi, Ltd., offers an integrated portfolio of services and solutions that enable digital transformation through enhanced data management, governance, mobility and analytics. We help globa...
SYS-CON Events announced today that Juniper Networks (NYSE: JNPR), an industry leader in automated, scalable and secure networks, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Juniper Networks challenges the status quo with products, solutions and services that transform the economics of networking. The company co-innovates with customers and partners to deliver automated, scalable and secure network...
Developers want to create better apps faster. Static clouds are giving way to scalable systems, with dynamic resource allocation and application monitoring. You won't hear that chant from users on any picket line, but helping developers to create better apps faster is the mission of Lee Atchison, principal cloud architect and advocate at New Relic Inc., based in San Francisco. His singular job is to understand and drive the industry in the areas of cloud architecture, microservices, scalability ...
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, New York, and 21st International Cloud Expo, which will take place in November in Silicon Valley, California.
Back in February of 2017, Andrew Clay Schafer of Pivotal tweeted the following: “seriously tho, the whole software industry is stuck on deployment when we desperately need architecture and telemetry.” Intrigue in a 140 characters. For me, I hear Andrew saying, “we’re jumping to step 5 before we’ve successfully completed steps 1-4.”
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain.
@DevOpsSummit has been named the ‘Top DevOps Influencer' by iTrend. iTred processes millions of conversations, tweets, interactions, news articles, press releases, blog posts - and extract meaning form them and analyzes mobile and desktop software platforms used to communicate, various metadata (such as geo location), and automation tools. In overall placement, @DevOpsSummit ranked as the number one ‘DevOps Influencer' followed by @CloudExpo at third, and @MicroservicesE at 24th.