Engagement is the key word for any 'real' interactive marketing campaign's measure of success. It is also a critical term for any ROI study prepared for the sponsors post event. Accordingly, many clients are leveraging social media to increase engagement of their audience, fans, or followers.

From those who are using various interactive methods online, as was the NFL with this year's draft, to those who use interactive to mean more than simply online marketing, and use it as a complementary tool to go along with their event and onsite presence, as the Lysol Campaign is doing at NASCAR races, audience engagement is critical to a successful and truly an 'interactive' activation.

Even properties are getting involved in the game. The stadiums of the future will be home to beyond just sports, but to offices, stores, restaurants, bars, hotels, and condos, all designed to bring life into the community on non-game days as well. Obviously, all of this means more sponsorship opportunities and thereby more engagement. After all, advertising is a monologue, but sponsorship is a conversation.

So... What's your digital strategy? Maybe we can help.