Adrenalin Fall 2016

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18 A D R E N A L I N | F A L L 2 0 1 6 A D R E N A L I N M A G . C A Angela: There are so many fan experiences being offered these days… how do you cut through the noise? Mitch Thompson: The fragmentation, whether it's media or in-person, is incredible. Consumers have so many options nowadays that I think it's really important to hone in on your target, your positioning, and choose the emotional connectors you want to emphasize for any given segment. Andrew Greenlaw: You need to come up with something that stands out a little bit more. Something that has a talkability factor. We know that social [media] is part of every equation now, and in fact, at CIBC, we almost start with the question of 'what is the social experience?' and kind of feel it out from there because it's so core to our strategy. WHO IS TODAY'S SPORTS FAN? Changing demographics impact everything from the type of sports Canadians play, to how sport organizations engage fans. Scan the QR code on page 17 or visit to watch our one-on-one interview with Gord Hendren, who explains how the sport community can leverage new opportunities. Mitch: We designed a customized Nike Snapchat geofilter [for the 2016 OFSAA Track & Field Championships] so that kids could share their experiences. It's actually very cost-effective. So, when you're looking at talkability, that Snapchat audience is number one in terms of shareability. Angela: What does this evolution in connectivity mean in terms of how sponsor partnerships have evolved? Andrew: I'm still shocked at how many proposals we still receive that have gold, silver and bronze-level categories. That doesn't move the needle very much in terms of how people feel about your brand. So if you can find an authentic and meaningful way to connect with people, it beats signage and having the opportunity to speak at an event. Connecting with consumers on an emotional level can be an opportunity to put your brand value system on display, and connect with consumers in a really meaningful way. For CIBC and our partnership with the Toronto 2015 Pan Am and Parapan Am Games, a key piece for us was the torch relay. It really got our clients and employees excited about the Games. CUTTING THROUGH THE CLUTTER TORONTO ARGONAUTS NEW ERA, NEW TRADITIONS The Toronto Argonauts initiated the 2016 season with a new game- day ritual: Tailgate parties. The ticketed experience, which takes place three hours before a home game kickoff, provides fans with a reserved parking spot and the ability to fire up their own barbecues, purchase alcoholic beverages on-site, play games and socialize with other fans. "The Argos want to make the tailgate experience part of their rituals for a new generation of fans," says Mitch Thompson. INDUSTRY ROUNDTABLE

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