Native ads dominated advertising talk in 2013 and now represent the new normal; although brands and platforms have been engaging in sponsored content for quite some time, the Sochi Games have served as the perfect global launching to affect this strategy across every channel and in front of every audience. Athletes, with their vast social followings, are the latest influencers to be tapped by brands to facilitate sponsored content across social platforms. Athletes, like U.S. Figure Skater Gracie Gold, have been documented tweeting on behalf of brands looking to insert themselves into the engagement frenzy that is surrounding the Olympics. […]
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