Rai sport back
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Il documento presenta un nuovo format televisivo che si concentra sul dietro le quinte degli eventi sportivi, evidenziando atleti e tecnologie. La programmazione, trasmessa su RaiSport HD, raggiunge potenzialmente 58 milioni di telespettatori e ha già attratto oltre 5 milioni di individui. Viene inoltre discusso l'uso di pubblicità innovative nel mondo dello sport per coinvolgere il pubblico e promuovere brand attraverso vari approcci.
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![Nel corso degli ultimi anni si è sempre più diffuso l’utilizzo nel mondo dello sport di forme di pubblicità
innovative, in grado di coinvolgere il pubblico, trasmettendo i valori e l’identità del brand.
Proposte commerciali:
• P.P. Visuale: quando un prodotto o marchio viene messo in evidenza e reso riconoscibile
all’interno delle immagini del programma, [es.] il protagonista della storia utilizza una bici da corsa,
un pc, una scarpa da running.
• P.P. Verbale: quando un servizio, un ambiente viene visualizzato e citato catturando l’attenzione
del pubblico, [es.] il protagonista della storia cita e mostra una località come luogo ideale per
praticare uno attività sportiva.
• P.P. Integrato: quando la storia viene costruita attorno ad una marca, un prodotto o servizio
(branded content) rendendolo protagonista, [es.] il protagonista racconta un suo viaggio in auto o
moto, i due mezzi diventano il fili conduttore del racconto.
IL MARKETiNG DELLE IDEE](https://image.slidesharecdn.com/raisportback-180326111245/85/Rai-sport-back-4-320.jpg)
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Rai sport back
- 1. UN NUOVO FORMAT TELEVISIVO
- 2. Un nuovo modo di raccontare lo sport Cosa succede dietro ad un grande evento sportivo? Back, l’essenza dello sport da una prospettiva particolare, il backstage di una competizione, il profilo di un atleta, la ricerca del gesto tecnico e delle tecnologie di supporto. COME BACK PEOPLE
- 3. in onda tutti i giorni dal lunedì al venerdì su RaiSport HD in 4 fasce orarie con una programmazione alternata - 20:00 PRIME TIME - 00:15 replica TERZA SERATA - 08:00 replica DAY TIME - 13.30 replica DAY TIME Back all’interno di Rai sport uno dei maggior palinsesti italiani, con una potenziale platea di 58 milioni di telespettatori. Nei primi mesi di programmazione ha raggiunto oltre i 5 milioni di individui. in esclusiva su
- 4. Nel corso degli ultimi anni si è sempre più diffuso l’utilizzo nel mondo dello sport di forme di pubblicità innovative, in grado di coinvolgere il pubblico, trasmettendo i valori e l’identità del brand. Proposte commerciali: • P.P. Visuale: quando un prodotto o marchio viene messo in evidenza e reso riconoscibile all’interno delle immagini del programma, [es.] il protagonista della storia utilizza una bici da corsa, un pc, una scarpa da running. • P.P. Verbale: quando un servizio, un ambiente viene visualizzato e citato catturando l’attenzione del pubblico, [es.] il protagonista della storia cita e mostra una località come luogo ideale per praticare uno attività sportiva. • P.P. Integrato: quando la storia viene costruita attorno ad una marca, un prodotto o servizio (branded content) rendendolo protagonista, [es.] il protagonista racconta un suo viaggio in auto o moto, i due mezzi diventano il fili conduttore del racconto. IL MARKETiNG DELLE IDEE