Charting the NFL's Impact, Offline Influencer Marketing and the Art of the Super Bowl Party

Each week, we sift through a ton of content and then debate it ad nauseam at FEVO HQ. And since good content, like the mind, is a terrible thing to waste, we are also sharing it here with you, our fans, in the form of this weekly blog post on e-commerce, media and life on the internet.

Vogue Business: The future of influencer marketing is offline and hyper-niche
This quote from the article kind of says it all: “Instead of paying influencers to push content to their online audiences, as was so effective over the last decade, the key now is inspiring tighter-knit, hyper-local communities, and focusing on physical activations that bring people together around shared interests and identities.” We’re seeing an increasingly wary cohort of shoppers and fans who, despite their phone addictions, want to meet and see people in the real world. These IRL activations, while less far-reaching, are far more impactful than a handful of social media posts. [Read more]

Sports Business Journal: Super Bowl parties offer major celebrities, gourmet food and experiences
Super Bowl Weekend is a dream for marketers, allowing them to throw lavish and memorable experiences for people who are already at a once-in-a-lifetime event. In the age of seeing and being seen, the biggest weekend in American sports is fast becoming the biggest weekend in brand activations as well. This report from SBJ will give you an inside look at the meticulous planning that goes into these bonanzas, along with plenty of lessons that can be applied to any major destination event. [Read more]

Five Thirty Eight: How massive the NFL really is, in four charts
With the season finally drawing to a close yesterday, it’s the perfect time to look at just how massive the NFL is compared to other American sports leagues. It draws significantly more live and TV viewership than its competitors, which in turn gives the league enormous power to amplify messages and advertisers. Despite plenty of controversy and bad press in recent years, the popularity of America’s actual pastime shows no signs of slowing. [Read more]

And a few more nuggets of assorted internet wisdom …

College athletes are becoming the best performing influencers for brands (Insider)

Menswear is rejecting the alpha male (The Face)

All hail the ‘God of Sod,’ groundskeeper for all 57 Super Bowls (NY Times)

A skeuomorph is when something new takes the appearance of what it replaced (The Cultural Tutor)

Some FEVO members swear by this AI Zoom call recorder and transcriber (Fathom)

Luxury fashion and anime collabs are having a moment: Loewe with Howl’s Moving Castle and Jimmy Choo with Sailor Moon

Image courtesy of the NFL