Flip the Switch

111: Driving Deeper Engagement Through Digital Activations (Part Two) w/ Nick Lawson

Nick Lawson, Co-Founder and CEO of SQWAD rejoins the podcast to discuss the current state of the digital space, sponsorship activations and fan engagement.  With much to cover, we split this conversation into two episodes.  Listen to the first episode here.

In part two, we jump back into the conversation with David Millay and Nick discussing the problems with sponsorship and the deep dive that SQWAD has done to solve them.  This episode features strategies and tactics to help organizations and sponsors develop successful campaigns that meet the four steps of awareness, engagement, action and retargeting.  

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Show Notes

0:00   Introduction

2:00   The Problems with Sponsorship

6:34   Best Practices in Sponsorship Retargeting

16:02  Cracking YouTube for Views

21:33  Building Fans Through YouTube Highlights

24:36  Engaging Sponsors in NFTs

30:24  Repurposing Stadiums into Digital Playgrounds

34:16  Connecting with Fans Outside of the Stands

37:34  Augmented Reality vs. Virtual Reality

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For more info on the topics covered in this episode:

Nick’s Other Flip the Switch Appearances –
Episode 17: Sponsorship that Engages, Not Distracts

Episode 110: Driving Deeper Engagement Through Digital Activations (Part One) w/ Nick Lawson



Episode 27: Merging Physical & Digital Worlds w/ Javier Martinez Garcia

SQWAD | Twitter | LinkedIn

Reimagined Football Challenge

Dunkin’ Coffee Race 

Connect with Nick on Twitter or LinkedIn

Read More
Flip the Switch

110: Driving Deeper Engagement Through Digital Activations (Part One) w/ Nick Lawson

Nick Lawson, Co-Founder and CEO of SQWAD, joined David Millay on Flip the Switch on March 1, 2020 to discuss the role of digital activations in sports sponsorship.  Just two weeks after, that episode became a playbook, as sports leagues and teams turned to digital and virtual platforms to engage brands and fans throughout the pandemic.  

Two years later, we invited Nick back to discuss the current state of the digital space, sponsorship activations and fan engagement.  With much to cover, we split this conversation into two episodes.

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Show Notes

0:00   Introduction

4:30   “Reimagine Football” Challenge Win

7:09   SQWAD’s FanTile Activation Tool

14:47 The Context of Sponsorship – Goodwill vs. Efficiency

22:42  In-Venue Promotions and the Overall Fan Experience

28:47  Ads and Sponsorship That Resonates

41:03   Identifying the Sponsors’ Goals


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For more info on the topics covered in this episode:

Nick’s First Appearance – Episode 17: Sponsorship that Engages, Not Distracts 

SQWAD | Twitter | LinkedIn

Reimagined Football Challenge

Dunkin’ Coffee Race 

Connect with Nick on Twitter or LinkedIn

Read More
Flip the Switch

38: Modern Work and Digital Experiences w/ Jared Spataro

Our guest for this session is Jared Spataro, Corporate Vice President at Microsoft. Jared oversees Microsoft 365, including Microsoft Teams, as well as the company’s focus on Modern Work. 

Obviously, the different elements of Microsoft 365 are deeply embedded in all of our daily work, from Outlook to Word, Excel, PowerPoint, Teams, and more. His team has tremendous insight into the data behind how we’re using these tools, allowing his team to see trends before others see them. As a result, Jared and his team have been spending more and more time reimagining the future of work. And this is where we’ll spend the majority of our discussion.

Overseeing Microsoft Teams, Jared’s team played a huge role in the NBA bubble, as their Teams “Together Mode” allowed for the NBA to create virtual fans at the ESPN Wide World of Sports complex. We discuss Microsoft’s broader activities in the sports & entertainment and live events industries, where properties everywhere are having to place a more intentional focus on the digital experiences they provide their fans. It’s here that our group found some particularly interesting insights. 

Like many of our guests on this show, Jared’s experience is not limited to just sports & entertainment. He’s seeing trends from all industries around the world, and that insight can help us think differently than our peers, to better engage our fans and our employees. 

Time Stamps:

7:25 – Sporting leagues adapting to digital technology

8:15 – Digitization and the NFL

12:15 – Creating digital experiences for world fans

14:15 – Asynchronous and synchronous transformations

16:05 – Application of Microsoft Teams “together mode” to the NBA and NFL

18:52 – Trends of physical proximity oriented spending being reallocated to digital funds

24:40 – How to combat change-resistant people

28:45 – The role of humans in technology advancement

32:29 – The pandemic’s acceleration of technology

35:00 – Future of Work: Microsoft’s 7 principles

39:39 – What will the new “normal” be after Covid-19?

48:55 – How Microsoft runs meetings

53:24 – Blending digital and physical

Microsoft Teams Resources and Implementations:

Microsoft Teams

NBA Bubble virtual fans experience

Microsoft Teams Together Mode

Future of Work: Seven ways we’re empowering every person and every organization to thrive in a new world of work

Microsoft Teams Planner

Microsoft Power Automate

RealWear

Where to Reach the Guest:

Connect on Twitter @jared_spataro

Connect on LinkedIn

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