Physically active consumers are an attractive demographic for advertisers. But reaching those individuals through sponsorships can be a costly and complicated process.
Over the last decade, The Active Network has built a promotions agency capitalizing on a network of thousands of active consumers, compiled through everything from fun runs and parks and recreation departments to local sports leagues and the Chicago Marathon. The agency creates campaigns built on networks of “ambassadors” for those brands, who build buzz in social media and beyond.
The strategy allows San Diego-based Active to help clients—ranging from CPG brands like Clorox 2 to auto makers like Volkswagen—reach new customers online and at live events. The former connected with soccer moms who had kids with dirty uniforms that needed deep cleaning, while the latter sponsored teams of marathon runners, who promote the sponsorships on their own social media presences and websites.
“Our ambassadors are recognized as influencers,” says Kristin Carroll, vice president of corporate and consumer marketing. “The advent of social has enhanced what we’ve done since 2001 with the ambassador program. It doesn’t replace the power of face-to-face recommendation, but it does give us a stronger platform.”
The healing ointment Aquaphor was originally focused on promoting its medical uses, particularly for things like reducing the discomfort of diaper rash in infants. But it also works well for runners who need to ease the pain of chaffing. An ambassador program comprising online social communications and live events helped broaden this use of the product.
“The biggest thing our brands want is to bring scale and reach the masses,” says Carroll, noting that a high percentage of the ambassadors have their own blogs, in addition to being active on Twitter and Facebook.
Clients are also using ambassador content for their own corporate websites. “Brands are looking for as much authentic content as they can get,” Carroll notes. “Years ago, you never would have seen a major CPG client using content developed by an unpaid outsider.”
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