Q&A: Social Media and the NCAA Tournament

Posted by in Uncategorized

Best-March-Madness-Apps-to-Help-You-Follow-Your-BracketsTMA EVP, Strategy & Innovation Tom Edwards talked about the big players for social media and brands during NCAA March Madness.

Q: What role could Snapchat and other social media platforms play in March Madness marketing?
TE: “Snapchat is actively looking to connect and extend physical experiences digitally. With their our story product, they are looking to provide brands with an opportunity to authentically connect their brand with content being created by event goers.

In addition to Snapchat, platforms such and Twitter and Instagram will see heavy usage for brands trying to capitalize on real-time opportunities as well as visual storytelling. Facebook will see usage, especially their video products to further extend the reach of television and create incremental value for their brand partners.”

Q: What makes social a good fit with this tournament?
TE: “The enthusiasm that individuals share for their participating schools, combined with the water cooler nature of brackets creates a lot of conversation, especially as the tournament draws to completion. Social is a great enabler of word of mouth, that combined with the passion for sports makes the platform ideal for large sporting events.”

Q: What brands are likely to be big players in social in March Madness?
TE: “A number of brands will try to create real-time moments associated with the tournament. Brands such as AT&T, Capital One and Coca-Cola will play a big part in March Madness once again. What will be interesting is to see the creativity of brands that are not official sponsors and how they align with the events that transpire on the court and how they try to relate it in some way to their brands social persona. We have seen a sharp rise in brand-to-brand conversation around marquee events over the past year. I am assuming we will see more of the same when the tournament starts.”

Q: What sorts of campaigns could we see these brands launch during the tournament? What campaigns have worked well in the past?
TE: “With an event such as March Madness you will see everything from on-site activations to digital sweeps. Brands that can create an authentic connection with the fan and provide fun and engaging creative that moves the viewer from consumption to creation behaviors will have a leg up.”

Digital Trends to Watch in 2015

Posted by in Digital, Leadership

Digital Trends in 2015Get The Marketing Arm’s SVP of Strategy and Innovation, Tom Edwards,’ thoughts on the digital trends to watch in 2015 on Sponsorship.com.

In 2015, we’ll see brands leverage data, content and channels to maximize their sponsorship investments. There will be an increased focus on leveraging behavioral data to inform programmatic media buying, as well as the opportunity to visualize data in a unique way that further ties events and attendees together.

Read More

Edwards: 2015 Will See the Rise of Dark Social

Posted by in Digital, Leadership

dark-socialTMA SVP, Innovation & Strategy Tom Edwards tackled the subject of dark social and where he sees it headed in 2015. An excerpt from the Media Post article:

Dark social is the sharing activity that is somewhat invisible to traditional analytics. It’s the culmination of referrals and sharing of content that originates from instant messages, e-mails containing links, and most recently, the rise of ephemeral social communication platforms such as Snapchat, WeChat and WhatsApp.

Read More

AT&T Stadium Empowers Fans With Responsive Technology

IMG_4656_att stadium When fans take their seats at The AT&T Stadium this season, one of the first things they’ll see is a brand-new, 130-foot LED display along the east platform.  It’s the AT&T LiveFX Board, and there’s nothing else like it.  The innovation is part of the AT&T Fan Experience Project, led by TMA, with the goal of magnifying the fan experience through technology.

Read More

Seamless digital-to-physical connection key for sports properties

Screen Shot 2014-12-03 at 4.37.06 PMTMA SVP, Digital Strategy & Innovation Tom Edwards sounds off on the direction sports properties need to take in 2015 to keep up digitally.

Q: What does 2015 hold for sports properties from a digital perspective?
We’ll see a heavy focus on converging media, user-generated content and bridging the gap between physical and digital experiences for fans.  It’s incredibly important to create a seamless digital-to-physical connection and mobile is the key to unlocking this connection, especially for sporting events.

Read More

Purpose Project: Maximizing Fun At TMA

Posted by in Culture

A video posted by themarketingarm (@themarketingarm) on


  Our Purpose:  Inspire the best people to improve daily, think bigger and maximize fun.

We set out to bring the TMA Purpose to life in each and every office through our most valuable asset — our people!  All employees were challenged to submit a work of art that embodied TMA’s purpose statement.  Everyone voted on their favorites, and the top four creators were rewarded with an awesome cash prize.

Read More