Today’s Ypulse Mashup Sponsor Interview is with longtime Ypulse friend Gregg Witt, creative director and founding partner of Premise Immersive Marketing. Ypulse Youth Marketing Mashup attendees can meet (or re-meet) Gregg and the Premise Immersive Marketing team at their booth where they will be delighted to share their knowledge of the youth (and parent) consumer space and outfit you with a brand new t-shirt!
Also, catch more on the the doâs and donâts of marketing to youth in the action sports world at our Reaching Youth Through Action Sports pre-conference led by action sports networking organization groupY.
Ypulse: What are the most radical changes we’re seeing in youth sports marketing today?
Gregg Witt: The most radical change is that multi-platform branded campaigns continue to become the norm. Successful brands have learned to strategically invest in multiple platforms and media that appeal to their target consumers. These companies then develop comprehensive, branded content experiences. Itâs a radical new form of fan engagement when you consider that only 10 years ago, strategic sponsorships, events, tours and media buys, for example, were the primary focus for marketing in the youth sports space.
Winning properties and advertisers are all finding ways to continue the brand experience and retain their fan base through social technologies and more interactive programming in general. In my opinion, Red Bull sets the bar in the youth sports space with its massive multi-platform campaigns.
YP: A few years back you noted that “contrary to how innovative everyone thinks action sports culture is, it is actually quite slow to adopt technology in their marketing, etc.” and instead was relying on more mainstream online spaces like Facebook. Do you think that still holds up…