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Posts Tagged “Activation”
 

Diane Knoepke Dec 18

Add This Sponsorship Resolution to Your List: Measure Everything

Is a new-year’s-resolution post a tad predictable? Yep, and I’m embracing it, as you should embrace the idea of embedding predictability into your world in 2010.  Put measurement (and results-driven action) at the top of your 2010 To (Really) Do List and you will have a more prosperous new year and a more bankable future.  more

evaluation spending sponsorship measurement sponsorship ROI activation

 
 
Vinu Joseph Dec 17

Geeked About Best Buy, Children’s of Minnesota

If you spend enough time immersed in sponsorship, it can be easy for deals and activations to run together and not seem all that new or surprising. So it’s not often that a deal makes me sit up and say, “How cool is that?” Well, reading this bit of news made me do just that. Last month, Best Buy opened the first in-hospital Geek Squad tech support precinct at Children’s in Minneapolis, the company’s hometown.  more

hospitals and healthcare nonprofit strategic philanthropy activation

 
 
Diane Knoepke Dec 16

Free Sponsorships! When Companies Use Officially Unofficial Ties to Imaginary Properties

Without doing so consciously, I have assembled a collection of fake “sponsorships” over the years. While some of these are ambush marketing ploys (see below), what makes them fake is not as simple as pretending to sponsor a property. It’s that they’re sponsoring a pretend property—something no one can possibly own or trademark because it’s too big, too intangible, or too common. After adding to my collection just yesterday, I thought I’d share a few thoughts about how and when companies go there.  more

ambush marketing activation

 
 
William Chipps Dec 11

Dr Pepper Snapple Group Gears Up College Basketball Promotion; Latin Music Sponsorship

Looking for a point of differentiation in an increasingly cluttered category, Dr Pepper Snapple Group, inc. is ramping up promotional activity in the first quarter of ’10 for at least two of its brands. For Sunkist, DPS will leverage partnerships with the Big 10 Conference, Big East Conference, Pac-10 and other college sports conferences with a national promotion featuring college athletic personality Dick Vitale. For 7-Up, DPS plans to build on the brand’s seven-month-old Sevenisima Hispanic marketing campaign with a sponsorship of a major Latin music property. The Sevenisima campaign was designed to play up 7-Up’s healthier refreshment positioning by celebrating “flavorful moments experienced through a natural, real lifestyle.” The campaign featured a sweeps this past summer that dangled family vacations, shopping sprees and other prizes.  more

music pro sports soft drink spending sports activation

 
 
Diane Knoepke Dec 11

Your New Portal to Great Activation: KarmaTube

If you haven’t heard of KarmaTube, or even if you have, I suggest you make a stop there soon (www.karmatube.org). As you might have guessed by the name, it’s a collection of videos that celebrate inspiring and world-changing ideas and people. A number of the videos chronicle admired corporate initiatives you’ve likely seen, such as The Fun Theory from Volkswagen with the piano stairs and the Dove Campaign for Real Beauty.  more

digital media new media activation

 
 
Rob Campbell Dec 9

Dirty Category Goes Green with Sponsorship

Earlier this week, Waste Management and Live Nation announced a multi-year agreement allowing Waste Management to become the ‘Official Waste Services and Recycling Sponsor’ of all Live Nation venues. Although inherently unsexy and seemingly incredibly mundane (someone has to pick up the waste produced at concerts), this sponsorship offers far more than meets the eye.  more

digital media packaging trends venues activation

 
 
Lesa Ukman Dec 8

Art Basel Miami Beach, Design Miami And Sponsors Deliver For Audience

Although Audi was not the primary sponsor of either Art Basel Miami Beach or its sister event, Design Miami—roles that belong to UBS and HSBC Private Wealth respectively—it was the most ubiquitous. Eschewing auto shows in favor of the Miami events for the unveiling of its 2010 A8, Audi of America spent north of $6 million but south of $10 million building out its presence. The automaker, which has increased its marketing budget by 20 percent this year to seize share from its more distressed competitors in the luxury car segment, did not merely sponsor the Miami happenings. Instead, Audi took on the roles of cultural creator and arts curator. For example, in addition to providing the vehicles for the shuttle service for VIPs attending the events, Audi:  more

arts automotive events fashion festivals financial services retail activation

 
 
Diane Knoepke Dec 7

Four Reasons CVBs Should Sponsor More and Advertise Less

Can I really tell CVBs to spend less on advertising? Am I brave enough to court the wrath of media entities and the hospitality and travel industries? OK, no. CVBs, tourism boards and destinations should spend fewer marketing dollars on one-off advertising and a la carte direct mail marketing. Instead, spend dollars on ads and direct mail campaigns as part of—or activation of—integrated sponsorship packages.  more

associations destination/tourism digital media entertainment government/municipal spending activation

 
 
William Chipps Dec 4

An Unlikely Partnership: Condoms and Curling

In perhaps the most unlikely partnership of the year, USA Curling and longtime sponsor Kodiak Technology Group this week announced a new promotion in which the two organizations will sell Hurry Hard Condoms as a platform to raise funds for HIV and AIDS awareness. The two organizations hope to build awareness about the disease by leveraging the buzz around the upcoming Vancouver Games. Proceeds will be split between USA Curling and Central Coast HIV/AIDS Services.  more

cause marketing olympics sports activation

 
 
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