IMPACT Sports Syncing uses sporting events to enable brands, sponsors and rights holders to optimise online campaigns in real-time.
It does this by delivering dynamic campaigns that are contextually relevant to the target audience.
As a result, it provides advertisers with far greater engagement than is generated by traditional static campaigns.
During the World Cup, for example, VW ran a campaign for its SUV range.
IMPACT from the World Cup
It did so via the Omnicom-owned agency PHD, which used IMPACT to adapt the digital push.
This was tailored to coincide with moments of high emotion –when a goal was scored or a game was won.
The VW campaign has been nominated for an industry award.
Mporium also revealed a tier-one global airline ran a successful social campaign for tailored holiday packages.
This linked moments of World Cup drama to desirable holiday packages, switching the carrier advertising at just the right moments.
In all, IMPACT has been deployed on behalf of sports rights holders in over 160 countries and territories.
It has an important role to play for sponsors, “leveraging moments of high emotion to drive an innovative and interactive approach to sponsorship amplification”.
"We have seen a very significant increase in the adoption of our Sports Syncing capabilities over the past months,” said Mporium's chief executive, Nelius De Groot.
“Sports fixtures create highly emotional moments that often have international or even global reach. IMPACT leverages these moments to provide stakeholders with opportunities to engage with their target audience in new and innovative ways.”