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Posts Tagged “Digital Media”
 

Shelley Fasulko Oct 26

Really the “Truth” about Product Placement? Outlook hazy.

Sipping my coffee this morning, checking the publications and newsletters that keep me up to speed with what’s going on around me and Product Placement News caught my eye. The product placement world has been abuzz for quite awhile now (particularly across the pond) as lobbyists, government figures and industry folks debate what is and is not “product placement,” and where product placement should and should not be allowed. The latest installment in this drama was laid out today by a group called Truthful Media who is lobbying the FCC to “call product placement what it essentially is – paid advertising” (via Product Placement News). Evidently, Truthful Media has reached out to FCC chairman Julius Genachowski stating that there is too much product placement occurring on television – citing teen shows like One Tree Hill as examples of product placement gone awry.  more

digital media product placement branded entertainment

 
 
Diane Knoepke Oct 15

Siemens UK Outfit Puts Together a Classic

The sheer volume of sponsors doing sports/cause cross-property promotions means the approach is no longer trendy. Rather, it’s become a new classic—the sponsorship equivalent of “Jackie O” sunglasses or leather motorcycle jackets. I came across an example yesterday that struck me for how textbook the activation seems—and I mean that in a good way. Siemens sponsors both the Great Britain Rowing Team (GB Rowing) and The Stroke Association in the UK. Siemens is activating them both simultaneously, with a cross-property platform called Stroke for Stroke, which challenges the public to row 10K—inside or outside—to raise funds for the cause. Having looked at the components online and the supporting press, it seems to me that Siemens and its partners are working from a very smart little checklist of how to set these types of promotions up.  more

cause marketing digital media hospitals and healthcare nonprofit non-traditional categories olympics sports strategic philanthropy activation

 
 
Shelley Fasulko Oct 15

Go For Sponsorship Gold: One Simple Rule

Remember the Golden Rule (for those academics reading, you may be more familiar with it as the “Ethic of Reciprocity”)? Something to the effect of “do unto others as you’d have done unto you” (not sure if I got that exactly right, I’d be overstretching it to say I’m the most virtuous person), but I’ve always loved the zen utility of being able to answer every question or solve every problem with one simple tenet. So what’s the Golden Rule of sponsorship? If, as people, we’re supposed to treat others how we want to be treated, what as sponsorship pros is the golden statute to employ? Now, I’m no Buddha and I don’t claim to have the mystical, sage wisdom of the ages, however, I have seen a lot of sponsorship – good and bad – and while it may not be sexy, I think it comes down to this: enhance the consumer experience.   more

branded entertainment digital media entertainment fashion activation

 
 
Rob Campbell Oct 14

Social Media and Sponsorship Join Forces for Marquette Basketball

This past week, Marquette University started posting from a Pepsi-sponsored Twitter account focusing on the home opener for its men’s basketball team. This development is unique in that very few (successful) forays have been made into the world of sponsored social media. So far, the only evidence of Pepsi involvement is a Pepsi logo and the text “Pepsi Season Opener” on the Twitter page. There have been no tweets or links posted regarding Pepsi or the sponsorship and the posts have largely focused on information aimed at building excitement around opening night. If the user’s window is not maximized, the Pepsi logo and blurb receives little visibility, as it is mostly shrouded by text display.  more

digital media new media social media sponsored content sports trends activation

 
 
Diane Knoepke Oct 7

Now You Can Be Interesting AND Keep Your Soul

In protecting their ethics and standards, too many organizations avoid creativity. Like cutting fat and cholesterol from your diet and deciding that must mean flavor is bad for you too. I am pleased to see GOOD Magazine's partnerships with Gap Inc. and Whole Foods. While you could argue that Whole Foods is a like-minded company that is endemic to GOOD's M.O., Gap surprised me a little bit. In a good way. Sure, they have a history of ethical labor practices (including their response to the 2007 child labor problem in India), but it could be tough for a magazine like GOOD to find truly mainstream partners that are in keeping with their image.  more

associations cause marketing digital media government/municipal guidelines hospitals and healthcare nonprofit activation

 
 
Shelley Fasulko Oct 5

ACL Sponsors Didn’t Come Ready To Rock

Well hello friends, September had me traveling and out of the office quite a bit so I apologize for my absence from the blogosphere. That said, I’m back in the swing of things and had a big weekend checking out all the musical goodness of one of the best festivals in the US (if I do say so myself) Austin City Limits. Being a music junkie, an event like ACL (3 days, 8 stages, and 130 bands) is my substance of choice. Being a music junkie who also happens to be a sponsorship professional pretty much guarantees that an event like ACL will leave me stimulated to the point of overdose. Between taking in the music, checking out the on-site activation, tweeting and posting pics I’ve got to say I am spent. If you want reviews of the music, believe me, I’d gladly indulge you for hours, but I’ll leave the music out of it for the moment and share my takeaways from the sponsorship perspective. It boils down to this: ACL 2009 couldn’t hold its Zippo to the sponsorship activity and creativity of ACL 2008.  more

branded entertainment digital media entertainment activation

 
 
Lesa Ukman Sep 24

Hearts And Minds, Not Eyeballs

The news this week that Jack Daniel’s is quitting its NASCAR team and Anheuser-Busch’s Michelob Ultra is not renewing title of its LPGA Tour stop in Virginia are but two examples of the scores of sponsors dropping title of pro golf tournaments and motorsports teams. It is a tough environment for everyone selling sponsorship, but among the most challenged are pro golf events and motorsports teams. Rightsholders in these sectors have often sold on media visibility, and that’s a dangerous path for anyone in sponsorship. On merely a CPM basis, sponsorship cannot successfully compete with advertising. When times were flush, marketers were willing to pay the higher CPM because intuitively they understood that sponsorship offered more. But intuition is no longer enough, and treating sponsorship as the “added value” piece and media as the main event, no longer works.  more

assets digital media NASCAR new media pro sports selling social media activation

 
 
Diane Knoepke Sep 16

Takeaways: When and How to Include Sponsors in Social Media

In conversations over the last week—with an association client or two, a group of zoos and aquarium sellers, and a financial services sponsor—the appropriate use of social networks for sponsorship activation has been a hot topic. How do we take sponsorships—those that live primarily off-line and those that have a foot firmly in both worlds—to the social nets? In keeping with the old mantra of “if one person has the question, probably a lot of people have the question”—here are a few takeaways from those conversations.  more

contracts digital media guidelines negotiating packaging selling servicing activation

 
 
Shelley Fasulko Sep 3

In Times of Economic Recession, Only Way To “Party On!” Is With Authenticity

Anyone who blogs on a regular basis knows that some days you need a little blog-spiration (yep, I’m coining that one). So, I took to my social networks to find out what the masses (e.g., my posse of LinkedIn, Twitter and facebook peeps) wanted to hear me weigh in on. And the results – drum roll please... more

digital media entertainment government/municipal guidelines how to get sponsorship branded entertainment

 
 
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