BEKO Global - Innovation in Branded Entertainment

Company: BEKO Global, Istanbul, Turkey
Company Description: Beko is preferred by 440 million consumers in more than 130 countries, is the number one brand in Europe's white goods market and leader of solo white goods market. Beko is a global brand facilitating daily life in Turkey with white goods, solo products, built-in products, small home appliances, air-conditioners and electronic products.
Nomination Category: Marketing Categories
Nomination Sub Category: Award for Innovation in Branded Entertainment

Nomination Title: Beko Fan Zone

Provide an essay of up to 625 words describing the nominated innovative achievements since July 1 2018:

Beko, the leading domestic appliance brand,is proud to become the name sponsor of Fenerbahçe Basketball team, one of the oldest clubs in Turkey with millions of fans, since 2018. With Fenerbahce sponsorship Beko is on a mission to make a strong emotional bond with the fans to create Fenerbahçe-Beko brand association and to expand its social purpose “Eat Like a Pro” among them.

“Eat Like a Pro” is global program to help parents to feed their children more healthy food. Beko knows exactly what the top players eat to perform at their best. By showing children what their heroes eat, Beko can make healthy food exciting.

Fenerbahce competes both in Euroleague and Turkish League. It attracts thousands of fans to the arena during game days. Our sponsorship mission is to introduce the concept “Eat Like a Pro” in line with Beko’s home appliances to Fenerbahce fans. We want the fans to experience Beko products and healthy eating while having entertained. We would like to give our fans unique healthy food experiences with Beko products and introduce them Beko’s first innovations.

Our sponsorship activations have been executed in- 3 phases: the foyer area of the arena, on-court and social media activations.

Arena Fan Activations

Inside Fenerbahçe Arena we built Beko Fan Zone on a 80 m2 area with walls to inspire the children on healthy living and eating. The hand print of famous basketball player Gigi Datome is sculpted on a ball so the children can measure their hands. The height of Gigi has been printed on our wall so the children can measure their heights. All these work to inspire the children to “Eat like a Pro to be like a Pro”.

At Beko Fan Zone, two teams of 5 people compete with each other to prepare the smoothie recipe at the shortest time. First the team learns about the ingredients, strategizes their game plan and how to work with the Vitaminist or Beko Blender. The team that achieves the shortest time at the end of the game day receives signed jerseys from Fenerbahçe Players. Smoothie recipes were given to the contestants to deliver healthy nutrition tips.

For the first time in Turkey, AR Kiosks have been placed within the basketball arena so the fans can take photos with their famous basketball players. The photos are e-mailed back to fans where they can post it on their social media accounts. The e-mail datas then are used to e-mail back promotion coupons for Vitaminist to enhance the sales of Beko’s product that enables fans to make healthy smoothies.

On the court Activations
During time-outs and half-time, we play games that emphasize our mission “Eat like a Pro to Play Like a Pro” and give away Vitaminist to the winners. While watching the court game, the fans receive Fenerbahçe-Beko and Eat Like A Pro scarves.

Social Media
Beko and Fenerbahçe supports the idea of Eat like a pro in the their social media channels with engaging content. Healthy recipes, messages from the coach and players on healthy eating and living are being shared as weekly content in the social media channels.

Beko also pays big attention on taking the fans on board. The motivational videos, that are shot at Beko Fan Zone, are being broadcasted during the game days to show our support to the team. Beko also shares these videos on its social media account to reach out millions of Fenerbahçe fans around the world. We also provide engaging Fenerbahce Beko Instagram filters so our fans can seize the moments and share with their friends their own motivational videos or posts. This is also a first time experience made by a sponsor to a sports club fans in Turkey.