Don’t distract fans, engage them

Dachshunds are cute. The moving graphic of Vitality's Stanley the Dachshund prancing around the side of a football pitch is hard to ignore. At first glance, this form of fan engagement seems like an effective advertisement, and as advertising goes, it is. However, for sponsors whose strategic goals go beyond pure brand awareness at all costs, the impact of such attention-grabbing promotion could be harmful in the long run.

86% of football fans said moving advertising boards distracted them from watching the game.