Posts Tagged “Activation”

Carrie Urban Kapraun Jan 7

Garnier: Activation with Lots of Potential

You may have seen Joe’s recent blog about the partnership between Best Buy and Children’s of Minnesota. The partnership includes some pretty unique and well-suited activation. Inspired by that partnership, I set out to find some additional examples of good activation programs. Garnier, a division of L’Oreal, caught my attention because of its activation around its sponsorship of Bonnaroo Music & Arts Festival. As a major sponsor of Bonnaroo, Garnier Fructis hosted the Rock Your Style Bonnaroo Salon. The salon offered hair washing, hair styling, free samples, karaoke and giveaways. The full-scale salon allowed concertgoers of the multi-day festival an opportunity to freshen up – a much needed amenity after several days of camping and apparently limited shower facilities.  more

entertainment events music activation

Carrie Urban Kapraun Dec 23

The Twelve Days of Sponsorship

(Obviously sung to the Twelve Days of Christmas) On the first day of sponsorship, my partner requested of me:
An activation strategy. On the second day of sponsorship, my partner requested of me:
Two extra booths,
And an activation strategy.  more

evaluation activation

Rob Campbell Dec 22

New Player in Wireless Space Provides Regional Sponsor Target

Tapping into sponsorship’s potential, Clearwire Wireless is sponsoring in regional markets to promote its new WiMax wireless broadband. This month the company sponsors both the Rock ‘n’ Roll Las Vegas Marathon and Half Marathon powered by and the Maaco Bowl Las Vegas on behalf of Clear, its WiMax service.  more

digital media telecommunications trends activation

Carrie Urban Kapraun Dec 18

Home Theater 3D Technology – Sponsorship Activity and Activation

Get ready for 3D technology at home. Based on some announcements over the past twelve months, we will be seeing a lot of 3D technology in 2010 and beyond. Sony announced that it will launch 3D TVs in 2010. LG claims it will sell 400,000 3D TVs in 2010 and 3.4 million in 2011. Panasonic is also going to roll out 3D-ready plasma TVs and 3D-enabled Blu-ray Disc players in 2010. Furthermore, the Blu-ray Disc Association just announced that it reached an agreement on the standard that allows for 1080 viewing of 3D movies on a home TV.  more

entertainment events olympics pro sports sports 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 ( 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

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