Havas sees sponsorship opportunities in Blockchain
Havas Sports & Entertainment, an arm of the international advertising agency, has rolled out the first 'Blockchain' fans loyalty programme for sport.
The solution, which is based on Blockchain technology enabling transactions to be made through virtual currencies without intermediaries, rewards supporters for their commitment, and creates new marketing assets for clubs and federations and their partners.
Paris-based Havas Group launched Havas Blockchain, a communications offering intended to support blockchain tech businesses and enterpreneurs, at the end of March, in partnership with Blockchain Partner, the French blockchain transformation consultancy, and with backing from AMO, Havas’ worldwide partnership of corporate and financial communications consultancies.
Havas S&E’s ‘Fan Relationship Management’ approach will involve fans being recognised and rewarded for their dedication or becoming influencers, with their social and digital actions earning them ‘digital coins’ that can be exchanged between fans, converted between loyalty programmes and transformed into real products, exclusive content or ‘money can’t buy’ experiences.
The virtual currency is seen as providing a valuable marketing opportunity for clubs and federations which can learn more about their audiences and develop new revenues, including through sponsorship based on return on investment.
Stéphane Guerry, the president of Havas Sports & Entertainment, said: “Sponsorship could very well be the next sector Uberised by the blockchain revolution. We see it as an opportunity: Blockchain is a powerful lever to connect brands and consumers."