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Technology is reshaping sports and sports marketing just as much as the players — from loyalty NFT plays to stadium-sized augmented reality experiences. We met with brand leaders on the ground at CES 2023 from the Los Angeles Rams, Minnesota Twins, and Samsung among others to talk about the emerging tech driving innovation and sponsorship opportunities across their properties. Catch their insights below and visit YouTube to see all of our CES 2023 Content Studio interviews with top brand and business leaders on the innovation agenda for the year ahead.
– Alexis Williams, Chief Brand Officer, NA and Fotoulla Damaskos, EVP, Strategy and Innovation, National Research Group
LA Rams on Stadium-Sized Augmented Reality Experimentation
Los Angeles Rams Chief Commercial Officer Jennifer Prince
The Rams made history this Christmas with the world’s largest augmented reality snowball fight, presented in SoFi Stadium during the Rams-Raiders game. For the Rams, it’s all about innovation on an off the field – and how brand and technology partners can reinforce their exploration of new consumer experiences. Hear from Rams Chief Commercial Officer Jennifer Prince about how the team fuels its larger-than-life fan experiences.
Minnesota Twins on Moving Baseball into the 21st Century
Minnesota Twins Sr. Director, Brand Experience and Innovation, Chris Iles
A baseball team with an innovation accelerator? Yep. The Minnesota Twins want to bring always-on experimentation to the stadium, to help bring baseball into the 21st century. Hear from Chris Iles on the Twins’ mission to be the most innovative team in sport – and their experiments in AR, embodied audio, and spatial computing.
Samsung SVP and GM Harry Patz
The Infinity Screen in SoFi Stadium is a behemoth 70,000 sq. foot digital display powered by Samsung – and just one of an array of dazzling digital out-of-home experiences Samsung helps support across sporting properties. Hear from Samsung’s Harry Patz about how advancements in screens are re-shaping in-stadium entertainment.
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As over 100,000 people descended on Las Vegas for CES this year, Stagwell is bringing you access to some of the senior-most business leaders across marketing, electronics, food and drink, luxury, media, sports, tourism and more through our Content Studio on the convention floor. Watch some of our favorite segments from Reddit, Qualcomm, Warner Music Group, Zappos, and Axios to learn about the technology that will impact the next chapter of marketing – and what wowed top brand leaders on the convention floor.
Reddit VP, Business Development on The Power of Community
Reddit’s Timo Pelz joined Stagwell Chief Brand and Communications Officer Beth Sidhu to talk about insights from Reddit’s massive Future Tellers study pulling insights from Reddit’ 100K+ active communities, which unveiled on the convention floor at CES.
Qualcomm CMO Don McGuire on How AI Will Transform Cars into Spaceships
In the CES tech alphabet, the “A’s” have it – Qualcomm CMO Don McGuire and Stagwell Chairman and CEO Mark Penn are bullish that artificial intelligence and augmented reality are the tech to bet on in 2023. Watch their interview with Chief Growth Officer, North America, Robyn Freye.
Zappos CMO Ginny McCormick on Moving Beyond Demographics
“Age is just a number.” And, by Zappos CMO Ginny McCormick’s estimate, a number marketers are relying on too heavily to drive consumer segmentation. Catch her interview with Stagwell President, Global Solutions, Julia Hammond on the demographics, metrics, and buzzwords marketers need to ditch in 2023.
Warner Music Group’s Maria Weaver on “The Three C’S”
Connecting content, commerce, and community experiences is Warner Music Group President Maria Weaver’s big priority for 2023. Watch her interview with Stagwell Chief Brand Officer, North America, Alexis Williams to learn why you need to invest in the “three c’s”
Mark Penn and Axios’ Sara Fischer on Where Marketing and Tech Meet Politics
Tech is about to have a political year – but all is not bad for the digital economy, Stagwell’s CEO Mark Penn tells Axios reporter Sara Fischer in this clip from the Stagwell Content Studio at CES 2023. Catch their interview for insights on the streaming market, data regulation, and whether the U.S. will pursue a TikTok ban in 2023.
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“We have the technology!” Now: what will your brand do with it? With CES 2023 in the rearview mirror, we’re looking to see how technology can provide outsized business results for CMOs while helping their brands transform society for good. The devices on the CES floor this year proved we’ll only see more convergence between marketing and tech transformation in the years to come.
Here’s what CES suggests about the year ahead for brand leaders:
‘COME TOGETHER’ ISN’T JUST A BEATLES SONG – IT’S THE MISSION FOR BRAND ECOSYSTEM IN 2023
More technology exists than ever before to ensure every digital touchpoint your consumer encounters conveys a consistent and authentic brand experience. Now it’s on CMOs and CTOs to collaborate closer than ever before, unleashing true connected brand experiences at scale. Wearable technology and ever-more-immersive entertainment experiences are opportunities to get this right – but challenges for brands who haven’t yet asked themselves: have you set a plan for unifying online and offline brand, marketing, product, and customer experiences?
2023 IS THE YEAR FOR AI, BUT DON’T OVERDO IT
AI is the tech darling of 2023, and for good reason. We’ve quickly seen it evolve from basic communication and assistance on tasks to understanding your routine, predicting your behavior, and getting you a C+ on your English paper. OpenAI and other lay-consumer-friendly tools will power an AI-knowledge revolution in 2023. But while AI is great for providing creative activation energy and can get you 85% of the way there, the last 15% requires the near-impossible-to-duplicate human element.
Brands and agencies will need to responsibly blend talent + technology together in 2023 to make AI an effective addition to the marketing tech stack.
‘COMMUNITY’ IS WHAT CONTENT WAS FOR BRANDS A DECADE AGO
From Stagwell’s own experiments in shared augmented reality, to new social platforms that let friends share content and buy and sell NFT art, brand experiences are starting to hinge on the ability to connect consumers to one another. Community is the new driver of commerce; look out for more brands using technology as a platform to create engaging, 3D and 360 marketing experience for more than one consumer.
Live from the Stagwell Content Studio @ CES 2023
Stagwell’s Content Studio returned at CES, delivering behind-the-scenes interviews with C-Suite execs at the world’s most ambitious brands on the trends and transformations they’re tracking at CES.
In this episode, Wells Enterprises Chief Commercial Officer Santhi Ramesh talks data anonymity, immersive experiences, and using robotics to drive automation with Stagwell President, Global Solutions, Julia Hammond.
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Specialty Media Business Unit from the Stagwell Marketing Cloud is Incubating New Connected Marketing Mediums and Inventory for Brands
NEW YORK and LAS VEGAS – Jan. 4, 2023 – Stagwell (NASDAQ: STGW), the challenger network built to transform marketing, today announced a Specialty Media business unit to create net new brand and performance inventory. The unit—part of the Stagwell Marketing Could—will build media formats that offer brands novel ways to reach, engage, and monetize key consumer segments across sports, travel, retail, news and dining.
“Stagwell is bringing new experiences to consumers whether they are at the stadium, in a restaurant or getting on an airplane. Along with these experiences come a wealth of creative marketing opportunities,” said Mark Penn, chairman and CEO, Stagwell. “Stagwell is at the forefront of these transformative technical innovations and new forms of richly targeted marketing.”
Shared Augmented Reality (AR) Platform for Stadiums: ARound, a first-of-its-kind fan engagement platform, is a new stadium-level augmented reality platform, already in use by the Minnesota Twins MLB team at Target Field and the Los Angeles Rams at SoFi Stadium. ARound uses 3D spatial computing to map large-scale venues and localize content to individual users, enabling attendees to see the same real-time 3D effects and participate in the same shared experiences. This is a new, connected marketing medium, enabling brands to reach fans at scale with stadium-wide AR games, contests, effects, and a remote experience amplifying the energy and excitement of gamedays.
QR Code-Powered Advertising Platform for Restaurants and Bars: Stagwell Marketing Cloud is developing an advanced digital out-of-home platform that directly integrates into digital menu and point-of-sale systems to serve contextual ads native to the customer’s experience. The platform provides brands with rich customer profiles and a new channel to place relevant, dynamic messages that complement the user’s current experience; for example, a promotional offer for a specialty cocktail designed to warm consumers during winter, a recommended wine to pair with the dinner meal, or an aperitif to complement dessert, generating rich first-party data in the process.
Media Marketplace for Travel: Stagwell’s Ink, the world’s leading travel media company, has launched “The Travel Marketplace,” a one-stop shop for brands to get unparalleled access to 5 million passengers a day. The new platform offers access to an unmatched portfolio of channels including airport TV screens, WiFi sponsorship, multi-channel digital and physical platforms, inflight entertainment, branded travel documents, targeted social media, and more. With exposure to international and domestic brands including United Airlines, Virgin Atlantic, JetBlue and others, 2,500+ screens across 90 North American airports via Stagwell’s ReachTV, and exclusive first-party passenger data to drive smart targeting, brands can now easily engage across diversified performance mediums that reach travelers at every stage of their journey.
Today’s commitment is part of a larger focus at Stagwell on transforming media solutions through impactful technology to be announced throughout CES. Further announcements will come from business agency GALE and global omnichannel media shop Assembly.
About Stagwell
Stagwell is the challenger holding company built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.
Media Contact
Sarah Arvizo
pr@stagwellglobal.com
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Headed to CES 2023? Before you board for Vegas, get smart with our top predictions for the technology and trends that will dominate the show and impact marketing transformation for the upcoming year. Stagwell will be on the ground sharing our vision for transforming marketing through impactful technology. Reach out if you’d like to connect.
ADS HERE, DATA EVERYWHERE
Expect every piece of consumer technology that debuts this year to (eventually) double as a marketing or media platform. Devices will continue to get smarter – and better at data collection. And new AR/VR layers will only multiply the potential ways for brands to show up in consumers’ lives.
Watch This Space: Plug into Thursday’s C-Space Keynote with Delta, Netflix, Instacart, Epic Games, and more: “Building Connection & Community in a Non-Stop World.”
Get Smart on Impact: Every Company is Now a Digital Marketing Company – Whether it Wants to Be Or Not
GENERATIVE A.I. IS THE DARLING OF THE SHOW
Expect every piece of consumer technology that debuts this year to (eventually) double as a marketing or media platform. Devices will continue to get smarter – and better at data collection. And new AR/VR layers will only multiply the potential ways for brands to show up in consumers’ lives.
Watch This Space: Plug into Thursday’s C-Space Keynote with Delta, Netflix, Instacart, Epic Games, and more: “Building Connection & Community in a Non-Stop World.”
Get Smart on Impact: Every Company is Now a Digital Marketing Company – Whether it Wants to Be Or Not
EXITING OUR “TECH AS ENTERTAINMENT” ERA
Expect every piece of consumer technology that debuts this year to (eventually) double as a marketing or media platform. Devices will continue to get smarter – and better at data collection. And new AR/VR layers will only multiply the potential ways for brands to show up in consumers’ lives.
Watch This Space: Plug into Thursday’s C-Space Keynote with Delta, Netflix, Instacart, Epic Games, and more: “Building Connection & Community in a Non-Stop World.”
Get Smart on Impact: Every Company is Now a Digital Marketing Company – Whether it Wants to Be Or Not
🤖 Category Transformations
We’re watching these sessions for vertical-transforming announcements at CES. Check back with us in a week for our POVs on their news:
- Automotive: Connected Mobility and the New Automotive Customer Experience
- Travel & Hospitality: Top Trends in Travel
- Media & Entertainment: Advertising’s New Normal: Unifying Streaming, Retail, and Identity in 2023
- Retail: AR and VR Go Shopping
- Healthcare: Data in the Age of Public Health Emergencies
Coming Soon: CES Content Studio
As thousands descend on Las Vegas for CES, Stagwell’s Content Studio returns to deliver behind-the-scenes interviews with business leaders across electronics, food and drink, luxury goods, media, sports, tourism and more. Hear from them on the trends and transformations they’re tracking at CES. Follow our LinkedIn and YouTube to keep up with the series as it publishes during CES.
Reach out at ces2023@stagwellglobal.com if you are an executive that would like an interview.
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