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
Every successful software product evolves from an idea to an enterprise system. Notably, the same way is passed by the product owner's company. In his session at 20th Cloud Expo, Oleg Lola, CEO of MobiDev, will provide a generalized overview of the evolution of a software product, the product owner, the needs that arise at various stages of this process, and the value brought by a software development partner to the product owner as a response to these needs.
SYS-CON Events announced today that delaPlex will exhibit at SYS-CON's @ThingsExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. delaPlex pioneered Software Development as a Service (SDaaS), which provides scalable resources to build, test, and deploy software. It’s a fast and more reliable way to develop a new product or expand your in-house team.
SYS-CON Events announced today that Tappest will exhibit MooseFS 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. MooseFS is a breakthrough concept in the storage industry. It allows you to secure stored data with either duplication or erasure coding using any server. The newest – 4.0 version of the software enables users to maintain the redundancy level with even 50% less hard drive space required. The software func...
Most technology leaders, contemporary and from the hardware era, are reshaping their businesses to do software in the hope of capturing value in IoT. Although IoT is relatively new in the market, it has already gone through many promotional terms such as IoE, IoX, SDX, Edge/Fog, Mist Compute, etc. Ultimately, irrespective of the name, it is about deriving value from independent software assets participating in an ecosystem as one comprehensive solution.
SYS-CON Events announced today that EARP 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. "We are a software house, so we perfectly understand challenges that other software houses face in their projects. We can augment a team, that will work with the same standards and processes as our partners' internal teams. Our teams will deliver the same quality within the required time and budget just as our partn...
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
SYS-CON Events announced today that Systena America 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. Systena Group has been in business for various software development and verification in Japan, US, ASEAN, and China by utilizing the knowledge we gained from all types of device development for various industries including smartphones (Android/iOS), wireless communication, security technology and IoT serv...
SYS-CON Events announced today that Outscale 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. Outscale's technology makes an automated and adaptable Cloud available to businesses, supporting them in the most complex IT projects while controlling their operational aspects. You boost your IT infrastructure's reactivity, with request responses that only take a few seconds.
Regardless of what business you’re in, it’s increasingly a software-driven business. Consumers’ rising expectations for connected digital and physical experiences are driving what some are calling the "Customer Experience Challenge.” In his session at @DevOpsSummit at 20th Cloud Expo, Marco Morales, Director of Global Solutions at CollabNet, will discuss how organizations are increasingly adopting a discipline of Value Stream Mapping to ensure that the software they are producing is poised to o...
DevOps at Cloud Expo – being held October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's largest enterprises – and delivering real r...
Cloud applications are seeing a deluge of requests to support the exploding advanced analytics market. “Open analytics” is the emerging strategy to deliver that data through an open data access layer, in the cloud, to be directly consumed by external analytics tools and popular programming languages. An increasing number of data engineers and data scientists use a variety of platforms and advanced analytics languages such as SAS, R, Python and Java, as well as frameworks such as Hadoop and Spark...
Interested in leveling up on your Cloud Foundry skills? Join IBM for Cloud Foundry Days on June 7 at Cloud Expo New York at the Javits Center in New York City. Cloud Foundry Days is a free half day educational conference and networking event. Come find out why Cloud Foundry is the industry's fastest-growing and most adopted cloud application platform.
Cloud promises the agility required by today’s digital businesses. As organizations adopt cloud based infrastructures and services, their IT resources become increasingly dynamic and hybrid in nature. Managing these require modern IT operations and tools. In his session at 20th Cloud Expo, Raj Sundaram, Senior Principal Product Manager at CA Technologies, will discuss how to modernize your IT operations in order to proactively manage your hybrid cloud and IT environments. He will be sharing bes...
SYS-CON Events announced today that delaPlex will exhibit at SYS-CON's @CloudExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. delaPlex pioneered Software Development as a Service (SDaaS), which provides scalable resources to build, test, and deploy software. It’s a fast and more reliable way to develop a new product or expand your in-house team.
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm. In his Day 3 Keynote at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, will explore t...