Inntegra’s Post

Looking forward to being part of a Super Bowl week like we have never seen before. The ultimate winners (brands that breakthrough) will be those that maximize their total investment with fully-integrated, "channel-less" solutions and erase "traditional" lines between sports and entertainment, media and experiences, marketing and sales, etc. to simply deliver value to fans, context to brands, and memories to customers. Let me know who you think does it best this week (or those with the most room for improvement). Super Bowl in Las Vegas is just the beginning of major opportunities ahead including FIFA World Cup '26 and the LA28 Olympic Games. Are you prepared to win in sports biggest moments?

Another exciting announcement and addition to the MAD//FEST Portfolio.... MAD//UpNorth - our event for the north, in Manchester, on 26th & 27th Feb at Factory International Sure, it’s statistically likely to rain, but don’t let that dampen your spirits as MAD//FEST family will be taking over the new Factory International to bring 3000+ brands/agencies together + create a moment that showcases the booming marketing, media + tech scene.   Why are we doing this? Because iconic brands based north of London (think AO, Kellogg’s, THG, Co-op, Morrison’s, Boohoo, Boots, ASDA, Very, Gregg’s + more) + the incredible agencies, tech providers + media owners that serve them deserve a flagship event. Because what’s happening in Manchester + cities across the north is driving growth, innovation + investment that’s turning heads across the globe. Because the north has a distinctively collaborative business culture + specialisms like retail, grocery, DTC, online + entertainment that represent huge opportunities for businesses like yours! We’ve already signed up partners including GroupM, Newsworks + Channel Factory and more to play a starring role in this exciting new launch!   I’ve got a range of cost-effective + easy-to-activate sponsorship, exhibition + speaking opportunities to give your business the platform to engage top brands (spoiler: our theme is ‘What Sets Us Apart’).   Care to join us for this bold new launch? Want to be first to see the media kit? Looking for someone to talk to about your ‘25 marketing plans whilst your colleagues swan off on holiday???   Drop me a note if you want the media kit and are keen to chat through all the ops Ian Houghton Dan Brain Chris Kemp Richard Robinson🔥 Gill Huber Nick Gallimore Bindi Houghton Steve Outridge Aoife Diamond Dulcie Williams Aiden Lucas Luke Wilcox Rory Sutherland Anna Cairns Sam Benton John Schumacher

Forget the bar! Here's why football screenings are the most popular ticket in town. Businesses benefit from the combination of die-hard fans & a festive atmosphere. There's nothing quite like seeing a live football match, with its electrifying atmosphere, roaring audience & shared passion for the great game. But what if you could reproduce that feeling in the comfort of a local bar or restaurant, complete with delectable cuisine & pleasant beverages? This is where football screening companies are stepping up their game, providing a unique experience for both die-hard fans and casual viewers. Traditional screenings exist, but they frequently lack the involvement & community component. This new paradigm goes beyond simply showcasing the game. Here's why it's a profitable and enriching experience for businesses and fans alike: 1️⃣ Creating a Football Community: Football is more than simply a sport; it is a culture that values shared experiences. Businesses that hold live screenings provide a location for supporters to gather, cheer & rejoice or commiserate about their team's performance. This promotes a sense of belonging & camaraderie, converting repeat clients into loyal customers. 2️⃣ Increasing F&B Sales: Let's face it: the thrill of a close game goes wonderfully with delicious food & drinks. Businesses can capitalize on this by offering special menus or discounts during screenings. Consider the jump in orders when a goal is scored, or the increased demand for celebration drinks following a victory. According to statistics, fans who attend screenings spend 2-3 times more on food & beverages than ordinary customers. 3️⃣ Creating a Buzz: Hosting high-profile matches can generate a lot of buzz for your business. Promote the screening event on social media, provide unique packages with food & drink options, and even hold contests or giveaways. This not only draws current football fans, but also exposes new customers to your business. 4️⃣ Businesses can generate recurring revenue by frequently organizing screenings during the football season & other important sporting events. Loyal fans will return for the next major game, providing a constant source of revenue. Here's an example. Assume you organize a screening of a high-profile Champions League match with an average ticket price of ₹300. If you recruit 50 fans who each spend an additional INR 200 on food and drinks, you'll make an additional INR 10,000! Repeat this for numerous games during the season, and the potential profit becomes significantly. Last, but not least: Football screening companies provide a win-win situation for both corporations and spectators. Businesses benefit from loyal fans, higher revenue & a vibrant atmosphere, while spectators enjoy the beautiful game in a comfortable & friendly environment. So, the next time you want to experience the excitement of a live match, consider attending a screening event. You will love the beautiful game. #halamadrid #football

What does it really take to stand out in London’s packed leisure scene? Here’s how we're helping clients keep customers engaged and coming back for more: 1️⃣ Exclusive Membership Perks: Offering a loyalty program or exclusive access to events for members can build a strong community around your brand. 2️⃣ Seasonal Events & Activations: Keep things fresh by hosting regular themed events, from seasonal pop-ups to unique collaborations that draw attention. 3️⃣ User-Generated Content Campaigns: Encourage your customers to share their experiences on social media. This not only creates buzz but also builds credibility and trust. What’s your go-to strategy for driving engagement at your venue? 💭

The Culture of Co-Creation I was interviewed on camera last week for a student project by a young person looking to find out what was my approach to the most successful brand partnerships I have launched. here was my response... "I've always believed that true partnership is more than just a business transaction. It's a shared journey towards a common goal. This belief led me to embrace the co-creation model in sponsorships, and it has been a transformative experience. When I first shifted from traditional sponsorship programs to co-creating opportunities at the Hispanicize conference a few years back, I was stepping into uncharted territory. But what I found was remarkable. Co-creation is not about selling a predefined package; it's about building something together from the ground up. This approach allowed me and my partners to pool our strengths, innovate, and create something truly unique and valuable. One example of this was the Hombres De Caracter event that I co-produced at the 2015 Hispanicize event in Miami. We partnered with the Epsilon Agency to create a truly Latino experience for an activation to promote Martell Caractere Cognac, a brandy that was launched in 2013 to honor Jean Martell, the founder of the Martell cognac house in 1715. The event featured 3 honorees, including former President of NAHJ (National Association of Hispanic Journalists), Hugo Balta from ESPN Deportes. We a created a classic experience with custom branded domino tables, a gift set of branded dominoes for each guest, we had a professional Cuban cigar roller with a knack for storytelling and the honorees were presented with a classic framed portrait of themselves commissioned by a local Miami artist as the actual award. This event was aligned with previous iconic events that Martell had hosted at other events but was distinctively different. That is the magic of co-creation. This was my first big solo project on the Hispanicize side, and I am grateful to Manny Ruiz and Cristy Clavijo-Kish for giving me license to be creative and bring a unique and authentic experience for the Men of Hispanicize. What stands out in this journey of adopting a co-creation culture is the depth of relationships I've built. Most of hese aren't short-term deals; they are long-lasting partnerships based on trust, mutual respect, and a shared vision. Together, we've navigated challenges and celebrated successes, learning and growing every step of the way. This is how I keep growing as a professional. The results? More impactful collaborations, a stronger connection with our audience, and sustainable growth for both parties. Co-creation hasn't just changed the way I do business; it's redefined what a successful partnership looks like. If there's one thing I'd have you takeaway from my experience, it's this: Atrevete!!! Dare to be different and partner with the company that knows the brand the best to create an experience that is unforgettable."

Cultivators.... Here is some insight on my approach to creating experiences.

Unlocking the secret to MK Breakers’ success: A closer look at how digital perks and savings redefine what it means to be a fan. How can other clubs replicate this model? We at Lokkaroom are beyond proud to collaborate with the MK Breakers, a team that has not only made history by clinching the National League Cup but has also set a benchmark for consistency and excellence in the sport. Their historic victory and continuous success are a testament to the team's hard work, strategic planning, and the unwavering support of their fans. It's these qualities that inspire us to innovate and provide platforms that enhance fan engagement and club management. What the MK Breakers members lounge currently looks like: Early Access and Savings: Priority ticket access with a 5% discount throughout the season ensures fans are always part of the action without breaking the bank. Exclusive Content: Behind-the-scenes footage, extended highlights, and personal interviews with Coach Beddow and the team offer an intimate look into the club's dynamics and strategies. Financial Advantages: Our Lokkaroom Discounts Hub provides significant savings on everyday expenses, making the modest £5 membership fee a smart investment for any fan. These benefits not only celebrate the triumphs of the MK Breakers but also forge a deeper connection between the club and its supporters, proving the value of digital engagement in today's sports landscape. Adaptable Membership Framework for Clubs Our partnership model with MK Breakers showcases a scalable and adaptable framework that any club can implement to enhance fan engagement, streamline operations, and drive financial sustainability. By embracing digital innovation, clubs can unlock new revenue streams, improve fan loyalty, and achieve operational efficiencies. Join us in revolutionizing the sports industry, one club at a time. Discover how Lokkaroom can tailor a membership benefits program to suit your club's unique needs and goals. read more here: https://hubs.ly/Q02nwD8P0

As a fan, when was the last time a sponsorship actually – and honestly – increased your opinion of the sponsoring brand? I’ve once again logged on here after a Formula 1 weekend to find a feed full of business-types hyping successful partnerships and activations. But – as usual – these catered to the 0.01% while most fans remained unaware (or rolling their eyes at a distance). So, I want us all to take off our marketing hats for a second and think about what makes a commodified experience meaningful in our own fandom experiences. What are the moments that stick with us? What changes how we engage and want to consume? And then I want us consider why more brands aren’t focusing on fostering those kinds of authentic connections. Proximity to an object of fandom doesn’t mean a fan is going to like you by default. There’s work involved! And too many brands pat themselves on the back after signing on the dotted line and forget that they haven’t actually moved the needle for most of the fanbase. If I’m being honest, I think a lot of people in the space are very good at making deals, but very bad at understanding fans. And we should see that as a problem.

We are elated to celebrate the remarkable achievement of our exceptional MBA student, McKenna Petri, at the COB Grad Showcase. McKenna's compelling presentation, titled "Fan Base: Revolutionizing Sports Fan Engagement for Local Bars and Restaurants," not only garnered the esteemed COB Dean Award but also unveiled their entrepreneurial drive and innovative problem-solving prowess. Navigating the post-pandemic landscape, local bars and restaurants continue to face challenges in attracting consistent traffic and generating sustainable revenue streams. Amidst this backdrop, McKenna identified a critical opportunity to leverage sports game days as a catalyst for revitalizing these establishments. Through a comprehensive approach that combined customer discovery interviews, AI research tools, and in-depth market analysis, McKenna delved into the industry's needs and the potential for a game-changing solution. Their findings revealed an overwhelming demand for an intuitive platform that effectively harnesses local sports fandom. In response to this unmet need, McKenna conceptualized Fan Base, a strategic solution designed to bridge the gap between sports enthusiasts and local venues. By merging fan data with user-friendly tools, Fan Base empowers bar owners to make informed decisions on sports subscriptions and game day promotions. This not only ensures prudent investment but also guides fans to their ideal game-watching locations. The transformative potential of Fan Base has garnered resounding support from bar owners, who recognize its ability to revitalize their businesses and foster a thriving sports fan community. McKenna's vision extends beyond mere business inception; they aspire to create a fully functioning platform that revolutionizes the relationship between sports fans and venues. Their overarching goal is to rejuvenate local sports enthusiasm, thereby bolstering and sustaining the beloved local bars and eateries that enrich our communities. McKenna's achievement at the COB Grad Showcase is a testament to their entrepreneurial spirit, innovative thinking, and dedication to addressing real-world challenges. We are incredibly proud of their accomplishments and look forward to witnessing the impact of Fan Base on the local sports scene. Congratulations, McKenna! #COBGradShowcase #DeanAwardWinner #MBAInnovation

This past week I attended FestForums as a volunteer (thank you Laurie Kirby, Esq.). This event was a bit out of my usual domain - this was not your standard #marketing conference covering SEO, lead generation, funnels, analytics, etc. But that was why it was exactly what I think I needed. FestForums brings together festival producers, talent managers, marketers, and brands to explore the business of festivals and live events. I embraced this learning opportunity 💯% and left thinking I need to attend many more conferences outside my wheelhouse to expand my mind, embrace new opportunities, and meet many more people outside of the marketing community doing some seriously cool things. Some takeaways from FestForums that resonated and I feel can transcend across many industries: 🙂 Stay True To Your Customer And Keep Them Happy. There are festivals for pretty much everything. Dig radishes? There's a festival for radish lovers. Toe wrestling more your jam? Yeap...festival for that too. Why so many niche festivals? Because these event producers are passionate about their communities, they are passionate about serving the interests of their attendees and staying core to what they want, keeping them happy and not trying to be everything for everyone. 💰Shit Is Expensive. Like Everything. We are seeing costs go up across the board and this was discussed a lot. Costs associated with food/bev will increase the concession prices. Labor costs are increasing. Venue prices. Talent fees. Security. Everything. Lots of creative thinking and sharing was happening around how to deal with rising costs, where to make adjustments, and how to lessen the blow to loyal festival goers. 🥰 Brand Partnerships Are Crucial. Brand sponsorships are key to the success of many festivals but the talk was not just on dollars, but the bringing on board the right brands and executing powerful activations. Festival producers are more about enhancing the experience for their communities. Brands need to be aligned with the interests of attendees, they need to truly connect with them and resonate more personally. The brands that deliver relevant, complimentary experiences will win ❤️s. When you go to festivals, what matters most to you? Do you care about the brands that are present? Any activations that you recall that really resonated or were memorable? #festivalsponsorship #musicfestival #brandbuilding #sponsorship #marketing