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.
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
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
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
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
While I know that you are disappointed because Britney Spears no longer occupies the top spot for number of searches on yahoo.com, it isn’t surprising that it was Michael Jackson that knocked her out of the top spot.
However, what I found to be more surprising is that World Wrestling Entertainment (WWE) is number three on the list. Unexpectedly, the only other sport in the top ten is NASCAR at number ten. more
Tough economic times have threatened to make the workplace holiday party a thing of the past at some businesses. As this article from TheStreet.com points out, some companies are replacing this annual tradition with a donation or a call for community service.
While charitable giving and community service are to be commended, I can’t help but think of Seinfeld’s George Costanza’s take on donations in lieu of traditional gifts. Efforts to inspire or motivate employees should be more than an effort to whitewash cost-cutting. If the economy were to regain its strength tomorrow, would the holiday party be back on the schedule? more
In step with IEG’s projection that North American companies will increase their spending on marathons and running events by 2.5 percent in 2009 (to an estimated $86.1 million), I had the pleasure of participating in an inaugural half marathon event on November 22nd.
The first-time event—the Women’s Running magazine Women’s Half Marathon to benefit the Leukemia and Lymphoma Society—was held in St. Petersburg, Florida. While I was first and foremost there as a charity runner, I had plenty of time on and off the course to check out the sponsorship activity. While my running resume is by no means prolific (especially compared to IEG’s resident ultramarathoner Shan Riggs), I have participated in enough races of varying distances, sizes and sponsor profiles to know the drill. more
Festivals, Hispanic events and other types of local properties may want to put T-Mobile on their prospect list for ’10.
T-Mobile this year saw success from a five-month guerilla marketing campaign in which the company sponsored more than 25 events ranging from local festivals to state and county fairs.
Case in point: T-Mobile conducted more than 26,000 “Mobile Makeovers” and activated more than 5,000 new accounts at the events.