Nostalgia-based marketing campaigns and sport participation

Norm O'Reilly, Caroline Paras, Madelaine Gierc, Alexander Lithopoulos, Ananya Banerjee, Leah Ferguson, Eun-Young Lee, Ryan E. Rhodes, Mark S. Tremblay, Leigh Vanderloo, Guy Faulkner
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Abstract

Purpose

Framed by nostalgia marketing, this research draws upon lessons from ParticipACTION, a Canadian non-profit health promotion organization, to examine one of their most well-known campaigns, Body Break with ParticipACTION, in order to assess the potential role for nostalgia-based marketing campaigns in sport participation across generational cohorts.

Design/methodology/approach

Exploratory sequential mixed methods involving two studies were completed on behalf of ParticipACTION, with the authors developing the research instruments and the collection of the data undertaken by research agencies. Study 1 was the secondary analysis of qualitative data from five focus groups with different demographic compositions that followed a common question guide. Study 2 was a secondary data analysis of a pan-Canadian online survey with a sample (n = 1,475) representative of the overall adult population that assessed awareness of, and attitudes toward, ParticipACTION, Body Break, physical activity and sport participation. Path analysis tested a proposed model that was based on previous research on attitudes, brand and loyalty. Further, multi-group path analyses were conducted to compare younger generations with older ones.

Findings

The results provide direction and understanding of the importance of nostalgia in marketing sport participation programs across generational cohorts. For instance, in the four parent-adult focus groups, unaided references as well as frequent and detailed comments regarding Body Break were observed. Similarly, Millennials reported that Body Break was memorable, Canadian and nostalgic, with a mix of positive and negative comments. The importance of nostalgia was supported sequentially via results from the national survey. For example, while 54.1% of the 40–54 age-group associated ParticipACTION positively with Body Break, so did 49.8% of the 25–39-year age group, most of whom were not born when the promotion ran. Further, brand resonance was found to explain 4% more variance in moderate-to-vigorous physical activity (MVPA), the proxy for sport participation, for younger people compared to older people.

Practical implications

Results provide direction to brands, properties and agencies around the use of nostalgia in sport marketing campaigns and sponsorship efforts. For brands seeking to sponsor sport properties to alter their image with potential consumers in a new market, associating with a sport property that many view as nostalgic could improve the impact of the campaign. On the sport property side, event managers and marketers should both identify existing assets that members or fans are nostalgic about, as well as consider building nostalgia into current and new properties they develop.

Originality/value

This research is valuable to the sport marketing and sponsorship literature through several contributions. First, the use of nostalgia marketing, and nostalgia in general, is novel in the sport marketing and sponsorship literature, with future research in nostalgia and sponsorship recommended. Second, the potential to adopt or adapt Body Break to other sport participation and physical activity properties is empirically supported. Finally, the finding that very effective promotions can have a long-lasting effect, both on those who experienced the campaigns as well as younger populations who only heard about it, is notable.

怀旧营销活动与体育参与
目的本研究以怀旧营销为框架,借鉴加拿大非营利性健康促进组织 ParticipACTION 的经验,对其最著名的活动之一 "与 ParticipACTION 一起打破身体僵局 "进行研究,以评估怀旧营销活动在不同代际群体参与体育运动中的潜在作用。研究 1 是对来自五个焦点小组的定性数据进行二次分析,这些小组的成员组成各不相同,但都遵循一个共同的问题指南。研究 2 是对泛加拿大在线调查的二次数据分析,调查样本(n = 1,475)代表了整个成年人口,评估了对 ParticipACTION、Body Break、体育活动和运动参与的认识和态度。路径分析测试了基于以往对态度、品牌和忠诚度的研究而提出的模型。此外,还进行了多组路径分析,对年轻一代和年长一代进行了比较。研究结果:研究结果为怀旧情绪在跨代体育参与项目营销中的重要性提供了方向和理解。例如,在四个由父母和成年人组成的焦点小组中,观察到了关于 "体息 "的无助提及以及频繁而详细的评论。同样,"千禧一代 "报告说,"体息 "令人难忘,是加拿大人的怀旧活动,其中既有积极的评价,也有消极的评价。怀旧的重要性在全国调查中得到了相继证实。例如,在 40-54 岁年龄组中,54.1% 的人将 ParticipACTION 与 Body Break 正面联系在一起,而在 25-39 岁年龄组中,49.8% 的人也将 ParticipACTION 与 Body Break 正面联系在一起,因为他们中的大多数人在促销活动开始时还没有出生。此外,研究还发现,与老年人相比,年轻人的品牌共鸣对中度到剧烈运动(MVPA)(运动参与度的代表)的解释率要高出 4%。对于寻求赞助体育赛事以改变其在新市场潜在消费者心目中形象的品牌来说,与一个被许多人视为怀旧的体育赛事合作可以提高活动的影响力。在体育产业方面,赛事管理者和营销人员既要发现会员或粉丝怀念的现有资产,也要考虑在其开发的现有和新的产业中融入怀旧元素。首先,在体育营销和赞助文献中,怀旧营销和怀旧的使用是新颖的,建议今后对怀旧和赞助进行研究。其次,"身体休息 "在其他体育参与和体育活动属性方面的采用或调整潜力得到了实证支持。最后,值得注意的是,研究发现非常有效的促销活动可以产生持久的影响,无论是对那些经历过这些活动的人,还是对那些只听说过这些活动的年轻人都是如此。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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