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Clear Digital Digest: Ocado, eBay, Discogs, Netflix and authorised handball

4/9/2020

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Today’s Clear Digital Digest round-up looks at:
  • This week’s big ecommerce story: the new Ocado/M&S partnership that launched this Tuesday.
  • Some updates from the marketplace sector, with a growth in sales of vintage products from both eBay and music specialist Discogs.
  • Netflix’s trial move into the freemium sector.
  • Memories of another Argentinian football genius.
OCADO LAUNCHES WITH MARKS & SPENCER: PERCY PIGS FOR ALL (WELL, SOME…)
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Ocado launched their much publicised partnership with Marks & Spencer on Tuesday (Percy Pig branded vans et al) and with such a highly anticipated launch, perhaps unsurprisingly there were teething troubles as some disgruntled customers were not happy that their day one orders were cancelled.  Those of us who have been around the block won’t be surprised that there were one or two problems with a new service launch, and time will tell how short-term or significant these issues were.

However, Ocado chief executive Tim Steiner was perhaps bullishly tempting fate the weekend before when he told the Sunday Times: “They [Waitrose] have done an advert saying ‘we’ll take it from here’ or something.  Well, they can’t take it from here because they don’t have the technology, the infrastructure or the systems.”

“Taking it from here” referred to the fact that previous Ocado partners Waitrose were already running their own parallel Waitrose.com delivery service, generally despatched from local Waitrose stores rather than Ocado’s regional distribution hubs.  Waitrose also recently announced plans for a 12 week trial with Deliveroo, joining brands such as Morrisons and the Co-Op already on the platform in selected locations.  
Sainsburys also continue to expand and promote their similar new ChopChop service, as the choice and variety of grocery home delivery options expands to keep up with this year’s step change in customer demand. 
​VINTAGE/USED ITEMS CONTINUE TO DRIVE SALES ON EBAY AND DISCOGS

There were two updates from key marketplaces this week, both showing the increasing appetite for vintage/second hand items, a trend we explored in much more depth in our recent deep dive on “The UK Marketplace Sector – And The Role Of Community”.

eBay UK have stated that sales of used goods jumped 30% between March and June this year leading to an overall 10% rise in the first half of 2020 compared with last year.  Secondhand and vintage fashion is by far their biggest category, but sales of secondhand chairs, sofas and TVs also shot up by 41%, 30% and 17% respectively during June and July compared with February and March.

Music community Discogs (the 10th most visited marketplace in the UK) have also released their mid-year report this week.  In the first six months of 2020, 4.3m orders were placed globally through the Discogs marketplace (+30% year on year) for a total of 7.7m items (+34% YOY).  Vinyl records remain by far the largest sellers for Discogs, with 5.8m sold (+34% YOY) although CD sales also grew by a similar amount, with 31% YOY growth for the 1.7m sold.
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Total items sold by month on Discogs H1 2020 v 2019 (Source: Discogs)
As the chart above shows, Discogs sales growth really accelerated as lockdown fully kicked in around the world, although January and February were already showing healthy sales growth.  This is in line with more recent trends for Discogs, who sold a total of 14.6m records in 2019, growing by 34% on 2018.  We explored the Discogs marketplace – and the community that underpins it – in more detail in our recent deep dive “Discogs: The Digital Success Story Of The Vinyl Revival”.  
NETFLIX TRIALS FREEMIUM
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Netflix this week revealed plans to offer some of its original movies and shows to non-subscribers.  Free films available include Bird Box and The Two Popes, while original series include Stranger Things and Our Planet.  The real hook to this new initiative is the fact that it’s only the first episode of each show that is available, although Netflix newbies can still get a month’s free trial to then continue watching. 

This type of freemium model seems to make perfect sense for a lower risk trial for anyone that hasn’t yet succumbed to Netflix’s charms; as we reported last month, 43% of UK households currently subscribe to Netflix, ahead of Amazon Prime Video’s 35%.  A full list of “free” Netflix shows and movies is available here.
AND FINALLY...

In a week when the future of another certain Argentinian footballing genius remains up in the air, this tweet raised a chuckle (and makes perfect sense with the final touch)…
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Clear Digital Digest: 5 big shifts, retail round-up and retro gaming

21/8/2020

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​It’s now been 5 months since we entered lockdown and then slowly started to re-emerge as restrictions began to ease, bit by bit.  It would be trite to say the world has changed in a way previously unrecognisable to all of us; of course it has and constantly so.  In fact the pace of change makes it increasingly difficult to keep up, especially with a seemingly never-ending deluge of data and information and data being provided. 
Looking at these awful events from an ecommerce perspective, I’ve highlighted 5 key trends from these last 5 months to help understand the seismic shifts we’ve been experiencing with regards to how customers have been shopping during this unique period:
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  1. Online sales have accounted for as much as a third of total retail sales during lockdown
  2. Ecommerce drove £658m of additional grocery sales just last month
  3. Such dynamic growth is speeding up sector innovation
  4. Spending is very squeezed in other sectors, especially clothing and for mid-market brands
  5. As well as ecommerce innovation, other new channels are being introduced, such as product rental

This Clear Digital Digest takes a look at each of these trends in turn, as well as providing some retro gaming light relief at the end…
1. ONLINE SALES HAVE ACCOUNTED FOR AS MUCH AS A THIRD OF TOTAL RETAIL SALES DURING LOCKDOWN 

​This insightful chart from the Office for National Statistics (ONS) shows the huge growth in ecommerce sales during lockdown, with internet sales peaking at 32.8% of all retail sales in May.  
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Source: ONS
  • The forced shutdown of many stores has of course played a part in this, albeit internet sales still accounted for 31.1% in June, despite non-essential stores being able to open from 15th June onwards.  This figure of 31.1% compared to 18.3% in June 2019, so was 12.8% higher than last year.
  • July’s figures have just been released today (21st August) – with internet sales accounting for 28.1% of total retail sales in the first full month that all shops have been able to open since lockdown, this is 9.4% higher than the figure of 18.7% for July 2019 thus demonstrating that this pretty significant shift towards online shopping appears to be continuing.
​2. ECOMMERCE DROVE £658M OF ADDITIONAL GROCERY SALES JUST LAST MONTH

  • Of course the grocery sector has been trading throughout lockdown and so really helps to emphasise the shift towards online shopping, as recent Nielsen stats show…
  • Nielsen UK’s latest data shows that in the 4 weeks to August 8 online grocery sales rose by 117%, achieving a record market share of 14%, which they have described as “the most dramatic change of shopping behaviour we’ve ever seen”.
  • UK shoppers spent £678 million more on FMCG products during the month, but online sales growth of £658m accounted for a massive 97 per cent of this increase.
  • In store sales in comparison rose just 0.3 per cent compared to last year, representing spending growth of £20 million. 
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According to Nielsen’s head of retailer and business insight Mike Watkins:​
"It is evident that some new shopping habits that developed as a result of the pandemic – such as opting to shop online – continue.  UK shoppers are now establishing a new, regular shopping routine and we can expect the current levels of growth to continue for the rest of the summer.  Shoppers are still shopping less often than they did prior to the pandemic, visits to stores are down 15% on the same period last year, but up from the 22% decrease registered in May, so there are signs of a willingness to return.  The shift to online grocery shopping, which looks set to stay, is the most dramatic change of shopping behaviour we’ve ever seen. Though it has clearly been a positive gamechanger for shoppers and some retailers, it has come at the expense of stores – something that we have already seen in non-food retailing.”
  • And grocery retailers concur with Nielsen’s sentiments – for example Waitrose executive director James Bailey stated this week: “One in four of us now do a grocery shop online at least once a week, double the amount in 2019. Because online shopping quickly becomes habitual these changes are irreversible”.
3.  SUCH DYNAMIC ECOMMERE GROWTH IS SPEEDING UP SECTOR INNOVATION

This step change in customer behaviour is seeing a never faster pace of innovation within the market, with recent developments including:
  • Amazon has recently announced plans to expand its Amazon Fresh food offering nationwide in the UK, a move long expected by the established grocery giants.  An add-on to its Prime/delivery membership currently available in London and surrounding areas, Amazon has promised wider availability for the service by the end of 2020, including in major cities such as Birmingham, Manchester and Edinburgh.
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  • Following Amazon’s announcement, Tesco last weekend announced that they were considering introducing free online grocery delivery for members of their Clubcard Plus scheme, which charges £7.99 per month for various perks, very similar to the cost of Amazon Prime. 
  • And a longer term change that was actually announced back in 2018 sees Ocado starting their new Marks & Spencer partnership next month, as M&S takes over Ocado’s long-standing supply partnership with Waitrose.  Marks & Spencer spent £750m to purchase half of Ocado’s retail arm last year, a joint venture deal that looks much more tasty following this year’s unpredictable events.  
4. SPENDING IS VERY SQUEEZED IN OTHER SECTORS, ESPECIALLY CLOTHING AND MID-MARKET BRANDS

  • But while Marks & Spencer’s Ocado tie-up may help their food sales, M&S has hit the headlines for much less pleasant reasons this week, with 7000 jobs to be cut over the next 3 months.
  • Sadly, huge retail job losses seems to be part of the daily news cycle at the moment, but these are also increasingly polarised as mid-market brands with a clothing focus seem to be particularly hard hit - for example, 1300 jobs are at risk at John Lewis while Debenhams (whose troubles date back pre-Covid) announced another 2500 job cuts just last week, on top of 4000 when it fell into administration for the second time in a year in April.
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  • As the graph above shows, recent ONS data also demonstrates that clothing sales have been particularly hard hit by the pandemic.
  • However, this also shows that some household goods categories are actually performing well, especially online.
  • The graph below breaks this down further, demonstrating that electricals and DIY are the sectors that are especially driving these sales.
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  • Again, this is borne out by recent retail trading statements, with online electrical specialists AO.com reporting UK sales growth of 59% in the 4 months to July.  As per Waitrose’s views on fundamental shifts to recent shopping habits, AO have said that “the demand for AO’s products and services has been sustained since competitor stores started to re-open at the beginning of July.  This reaffirms our belief that this is a structural shift in demand where customers have found a better way to shop the electricals category”.
  • DIY giant B&Q have also reported recent bumper trading, with LFL sales jumping by 21.6% in the 3 months to 18th July, despite stores only reopening in late April.  Online sales therefore saw a huge increase, surging by more than 200% in both May and June.
5. AS WELL AS ECOMMERCE INNOVATION, OTHER NEW CHANNELS ARE BEING INTRODUCED, SUCH AS PRODUCT RENTAL

  • Such polarisation is seeing all retailers need to speed up their pace of innovation.  Accelerating online expansion is a very common theme by pretty much all retailers, but there have also been some intriguing other recent stories, especially from some of those brands we identified above as struggling.
  • John Lewis last weekend trailed plans to allow customers to rent rather than purchase their furniture.  Managed in partnership with rental marketplace Fat Llama, 50 different items will initially be available.  John Lewis claim that “attitudes towards renting items and the sharing economy have dramatically shifted in recent years, and we know that renting, reselling items and recycling them is a growing priority for our customers” – but is this really very different from a middle class Brighthouse, the sometimes controversial rent-to-own chain that fell into administration in March?
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  • In a similar move, Selfridges have just announced that they will be offering clothing rental, in conjunction with Hurr Collective, an online fashion rental company.  Perhaps unsurprisingly. Selfridges are playing up the sustainability angle on this move; and the increasing desire from younger customers for ethical, sustainable products was also explored in my recent deep dive look at “the UK marketplace sector – and the role of community”.
AND FINALLY…
As an 80s kid that loved arcade gaming and a 90s student who used part of his student loan to buy a Sega Mega Drive, before then becoming involved professionally as a PS2/Xbox buyer in the 00s, I really enjoyed watching the new Netflix video games history docuseries “High Score” - well the first two episodes I have thus far encountered anyway…
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Clear Digital Digest: turn on, tune in and check out

11/8/2020

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Today’s Clear Digital Digest reviews a recent Ofcom report about our changing TV and video viewing habits since lockdown.  We also take a look at changes in the ecommerce world, covering both shopper attitudes plus news from Amazon, Aldi and the mooted return of a familiar old retail brand, Comet… 
CHANGING VIEWING HABITS
Ofcom have just released their latest annual Media Nations research report, examining how we consume TV, video, radio and audio content.  This year’s events have unsurprisingly seen quite significant changes since March, so Ofcom have added two chapters to their report examining Covid-19 related trends.   Some key highlights from this are:
  • Total amount time spent using a screen (for TV/online video/gaming etc) jumped by an hour and a half from an average of just under five hours during 2019 to just under six and a half hours in April 2019. 
  • This increase was driven by more traditional live/broadcast TV well as Streaming Video on Demand (Netflix, Amazon etc) as we turned to familiar trusted sources such as the BBC and C4 for news updates as well as looking for Netflix escapism.
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  • Traditional live/broadcast TV still remains dominant in terms of total minutes watched, at just under 3 hours on average for live TV during April 2020, plus an additional 49 minutes of recorded and Broadcaster Video on Demand (BVoD): eg iPlayer, ITV Hub.
  • This will vary greatly by age group however, with 16-34s only watching 75 minutes of live TV per day, but 2 hours of Streaming Video on Demand (SVoD).
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  • Looking beyond April, as the graph below shows broadcast TV viewing has started to fall, as our thirst for news slightly declined, lockdown eased and the daily media briefings ceased.
  • However “umatched viewing” (when the TV set is on but it’s not possible to identify what it’s being used for – this will include SVoD, gaming, YouTube, DVDs etc) has remained at similar levels since its lockdown related jump in late March.
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  • This step change in SVoD growth has come from both totally new users, plus existing users taking on more services.  An estimated 12 million online adults took up a new SVoD subscription during lockdown, with around 3 million subscribing to one for the first time.
  • And growth will have come across the board as some of these new SVoD users were in older age groups, who typically watch a lot more broadcast TV than younger people.  Almost a third (32%) of 55-64-year-olds used SVoD services in the early lockdown period, up from 25% pre-lockdown, while 15% of over-64s used them (up from 12%).
  • Netflix remains the most popular SVoD platform with 43% of UK households subscribing, ahead of Amazon whose 35% is boosted by its video service forming part of its Prime service.
  • New entrant Disney+, which only launched in March, is already the third biggest UK player, with 13% of households subscribing.
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  • Finally, the importance of news and traditional TV during the pandemic is further illustrated by its dominance of the list of most-watched programmes in the first half of 2020, accounting for all of the top five.
  • The Prime Minister’s broadcast on 10 May attracted an average audience (those who watched live or on the same day) of more than 27.6 million viewers – a viewing share of almost 90%. This was across seven channels, including the relevant +1 channels.
  • Overall viewing of this broadcast was slightly lower than the earlier 23 March lockdown announcement, which averaged 28 million viewers, but in terms of viewing on a single channel, 18.8 million watched the May broadcast on BBC One, making it the top programme of 2020 to date.
  • All of this meant that the Prime Minister’s special addresses were the most-watched TV broadcasts since the closing ceremony of the 2012 London Olympic Games.
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CHANGING SHOPPING HABITS
As well as changing our viewing habits, Covid19 has also fundamentally changed our shopping habits with the well documented growth in online shopping.   eMarketer have taken a look at what these shifts may mean in the longer term.
  • A McKinsey report has found that more UK adults expected their digital shopping habits for grocery and non-grocery to either increase or stay the same post-pandemic, compared with those who anticipated declines. 
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  • A recent Channel Advisor study found that 42% of UK digital buyers said they expect to shop more digitally post-pandemic compared to just 6% who expected to shop more in-store.
  • However, there is a clear generational split, with those under 45 most likely to shift habits online, especially the 26-35 age group, of whom 59% expect to shop more digitally in future – and this from an age group that already buys heavily online.
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​Looking at other ecommerce stories, a week never seems to go by without some significant Amazon news and the last seven days are no exception.
  • It has been reported that Amazon are planning to open 10 of their check-out free Amazon Go stores in the UK, with talks also advancing for a further 20 after that.  The first site is thought to be opening in London later this year, with Notting Hill a likely location.
  • And the concept of check-out free stores in the UK may become increasingly familiar, as Aldi has also announced that it is developing its own cashier free rival to Amazon Go.
  • Some final ecommerce news is that Comet is set to make an unlikely comeback as an online only brand, nearly a decade after falling into administration.  As well as this possibly unexpected news, what was really surprising to me was that Comet disappeared in 2012, it certainly doesn’t seem that long ago…!
​AND FINALLY…
I did like the latest Marketoonist cartoon from the ever excellent Tom Fishburne…
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Clear Digital Digest: MP3, marketing spend and movies sur l’eau

17/7/2020

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Today’s Clear Digital Digest reviews a recent survey on changing customer attitudes as well as the latest IPA Bellwether marketing spend report.  The MP3 is 25 years old this week and although not widely used these days, as the key tech that paved the way for streaming its influence can often be understated, as we explore below.  Plus a look across the Channel at a new, unique way to watch films…
 
CONSUMER ATTITUDES AND MARKETING SPEND
Amongst the latest insights that emerged this week, Wunderman Thompson’s “Covid, Commerce and the Consumer” report stood out, based on a survey of 2000 UK consumers in early June.  Some key highlights include:
  • Future outlook was understandably negative, with 48% of consumers feeling less positive about the future, with an identical number feeling less positive about future finances.
  • 62% of consumers feel less positive about shopping in-store, slightly mitigated by 43% now feeling more positive about online shopping.
  • Amazon accounted for 35% of all online shopping during lockdown (up from 30% before), with a huge 94% of respondents having made at least one purchase from Amazon.
  • Grocery is the other online channel to see a significant increase in share of spend, as we also covered in last week’s Digest.
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Estimated lockdown % online shopping share, source: Wunderman Thompson
  • Some more interesting (albeit depressing) data from the IPA this week, as they reported that recent marketing budgets have been slashed by more than ever previously recorded in the 20 years plus of their IPA Bellwether report.
  • 64% of respondents had their marketing budget cut, albeit 13% saw a rising budget, leading to 51% of companies cutting their marketing budget in the second quarter of 2020, up from 6% in Q1.
  • The graph below shows the historic trend, with the credit crunch related downturn in late 2008 the only comparable slump, albeit marketing budgets did then bounce back fairly quickly in a V-curve. 
  • With this unprecedented crisis, the Bellwether report predicts total ad spend falling by 11.3% this year, followed by growth of 6% in 2021.  In 2022 and 2023 it once again expects above-average growth, before stabilising at average growth rates in 2024 and 2025.
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IPA Bellwether Report, source: IPA/Marketing Week
MP3 TURNS 25
There was an important but fairly unheralded digital milestone this week, as the MP3 file turned 25.
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  • In this typically excellent article by music industry journalist Eamonn Forde on The Quietus website, it is argued that the MP3, and not say the vinyl album, was the most revolutionary format in music history.
  • Forde breaks down the MP3’s life so far into 4 distinct phases and demonstrates how it has led to Big Tech taking the dominant hand in the music business from the traditional record labels, as MP3s paved the way for the streaming supremacy we see from the likes of Spotify and Apple Music today.
  • For further reading about the evolution in music consumption, the recent Clear Digital article “Discogs – the digital success story of the vinyl revival” covers similar ground; for example, how streaming now accounts for 60% of record label income and actual physical music products (ie CDs and vinyl) just 20%.
AND FINALLY...
With cinemas closed until recently and only gradually re-opening now, one new trend has been the emergence of drive-in cinemas to bring some US retro flavour to cinephiles who are seeking more than another Netflix binge.  Venues as varied as Brent Cross Shopping Centre car park and Alexandra Palace will be accommodating such yearnings this summer.

However, Haagen-Dazs are adding a new flavour in Paris with their “Cinema Sur L’Eau” concept: a socially distanced cinema where customers will sit in boats rather than cars.  Further investigation reveals they will be showing a film entitled Le Grand Bain (English title: Sink Or Swim), about a group of men who start their own synchronised swimming team.  Certainly a wiser choice of movie to show in this environment than Jaws or Titanic.
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Euro 2016 campaigns kick off: Carlsberg, Currys, Chris Kamara, cakes…

18/5/2016

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Euro 2016 France
It’s now just 3 weeks to go till Euro 2016 kicks off in France on Friday 10th June, and while the tournament itself will have some way to go in order to match the still incredible story of Leicester City’s domestic Premier League triumph, the extra home nation interest this year will undoubtedly see passion levels run high once Euro 2016 actually starts. 

Summer football events such as the Euros are now also an established part of the marketing and promotion calendar for many brands – for both official sponsors and other companies – so I’ve taken a look at how some of them have so far embraced this opportunity.   

It was estimated that the 2014 World Cup contributed £2.5bn to UK consumer spending and it is believed that Euro 2016 will generate a similar amount, with food, drink, retail and betting sectors seeing the greatest benefits.  Over 60% of pubs are predicting like for like sales increases of more than 10% through June, with the England v Wales group match on Thursday 16th June unsurprisingly highlighted as a particularly large opportunity.
Euro 2016 pub sales uplift
Pubs are expecting a significant sales uplift during Euro 2016. Source: Morning Advertiser/MatchPint

​The nature of big sporting tournaments like Euro 2016 lends itself to a variety of different objectives for brands, in particular:
  • Short-term sales drivers based on the watching experience, from food and drink options to purchasing new TVs and home entertainment systems.
  • Longer term brand sponsorship opportunities, typically from official sponsors making the most of their association. 
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OFFICIAL SPONSORS: CARLSBERG EARLY PACE-SETTERS


​UEFA have 10 official sponsors for Euro 2016; ranging from the usual suspects such as Adidas, Coca-Cola and McDonalds to emerging brands which won’t be as familiar to European consumers.  These include the Chinese consumer electronics company Hisense and the seemingly aptly named Socar.  Socar is actually the State Oil Company of the Azerbaijan Republic, so in reality this organisation is perhaps not such a natural fit for football tie-ins as Carlsberg for example.
Euro 2016 sponsors

​Amongst official sponsors, Carlsberg have certainly been to the fore with their activation plans, with a range of initiatives all following the “if Carlsberg did…” strapline, seemingly both in domestic markets and pan European too.

This week, Carlsberg have been trailing online a new ad campaign starring Marcel Desailly, one of France’s World Cup 98 and Euro 2000 winning heroes.  “If Carlsberg Did La Revolution” will undoubtedly feature heavily in June during TV coverage, with many hidden references in there for football geeks as well.

​Amongst the standard ticket giveaway competitions, Carlsberg have also been using more creative methods ahead of the tournament in the UK, including Chris Kamara looking at what would happen “if Carlsberg did substitutions” and rewarding generous Tube travellers with tickets to the Euros.  Other UK focused campaigns include experiential activity, with Carlsberg rebranding 19 English pubs as the patriotic “The Three Lions”. 

Some other selected highlights from official sponsors include:
  • McDonalds are sponsoring the official Euro 2016 Fantasy League, always fun in offices around the country.
  • Coca-Cola are continuing to run an extensive on-pack promo ticket giveaway, and are likely keeping their powder dry for more aggressive activity until after next week’s Champions League final, when the Euros anticipation ramps up another level.
 
“UNOFFICIAL” CAMPAIGNS: PREDICT THE WINNER

3 weeks out and it may be a bit early to stock up on essentials like food and drink if planning a barbecue party, but it is the perfect time for more considered purchases to enhance your Euro 2016 viewing pleasure, such as a shiny new TV.  And full disclosure here: I did once buy a new TV in time for Euro 2004, so this does actually happen!

However, with governing bodies such as UEFA monitoring and protecting their trademark rights to enhance the aforementioned sponsorship deals, this tends to result in some creative descriptions by the vast majority of brands that are not filling UEFA’s coffers; leading to the use of many generic campaign titles such as the “summer of sport" rather than the trademarked "Euro 2016" or similar.

A couple of good examples here are provided by Currys and Argos, both of whom are offering TV promotions with a prediction element based around "this summer’s big football tournament" (aka Euro 2016).
Currys Euro 2016

To the fore on Currys’ homepage is their “Cash for Goals” promotion, backed up by a range of accompanying media both online and offline.  This is a deal that Currys have run in similar form during previous summer football tournaments, and means that should you spend over £699 on a TV, Currys are offering £10 cashback for each goal that either England, Wales, Northern Ireland or Republic of Ireland score during the tournament. 
Customers can pick their team and with more choice amongst British Isles teams than usual, it will certainly be interesting to see if customers patriotically pick their own home nation, or go for another team based on their perceived chances.
Argos Euro 2016

Argos are also focusing on upper end TVs by offering customers a chance to win up to £1000 by “picking this summer’s winning football team” when you buy a TV over £700 in their “Go Get Winning” promotion. 
Further investigation shows that for those heartened by the Leicester fairytale, you can win £1000 back if you plump for an outsider like Albania or Slovakia (or Northern Ireland/Wales), down to £100 for France, Germany or Spain.  An England win, unlikely as it may seem, would net you £250 cashback.

​AND FINALLY…

​As well as official Euro 2016 sponsors maximising their activity with glossy campaigns and giveaways, plus retailers looking to sell appropriate seasonal products, multi-national sporting events generally also see a few more esoteric tie-ins as well.  Expect to see some of these to the fore as the tournament approaches, but as a tasty example, the Amazon listing below provides some food for thought…
Euro 2016 cake toppers
What's the most popular British TV programme? And what other big event is on the horizon? These Euro 2016 cake toppers provide an ideal baking/football mash-up
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    Jim Clear

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