Amazing to think that 2-3 weeks ago we were all in a frenzy about the World Cup. Or at least the media were. Such is our (and their) appetite for the fresh, shiny and new, the biggest tournament on the planet is media-forgotten as everyone searches for newer, better stuff to watch. Or content as we call it.
People tune in to great sport for various reasons: aside from obviously to follow their team, they want to witness great skill, seminal moments, controversy, surprise, passion and iconic people doing what they do best. Great sports content does this well. Take Sky's new 'unpredictability of sport' campaign. Great skill? Check. Big moments? Check. Controversy, Surprise? In spades. Passion? It's inherent. Passionate? Iconic? It's Cantona FFS.
In the course of a project I've been doing for a sports equipment brand, we've been coaxing them into doing something a little more innovative and eyecatching. As inspiration, we used these. Whether it's Rooney having his way with a Coke can (http://bit.ly/d4la9F), American footballers showing their astounding skills (who cares if it might be 'airbrushed', that's surely part of the debate: http://bit.ly/aTDeiC) or a Djokovic tennis experiment (http://yhoo.it/bV9Y8T) good, magnetic content is based on 6 solid principles: Skill, Seminal moments, Controversy, Surprise, Passion and Iconic people.
Whether you're trying to build up brand equity in sport, film (http://bit.ly/crG0N2), music (http://bit.ly/9TTWfl) or any other area, don't leave your home (or branded content) without them.
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