Procter & Gamble's success at the Vancouver Olympic Games—which prompted its new TOP deal with the IOC—was a result of great activation of its USOC sponsorship. more
As with many other things, size both does and doesn’t matter when it comes to sponsorship. more
If you are a fan of college athletics like I am, then I’m sure you feel like you are stuck in one big whirlwind of a tornado. Colorado moves to the Pac-10, Nebraska joins the Big Ten, Texas commits to the Big 12—but for how long—and how will the other conferences (like the SEC, ACC and Big East) respond? more
Much of the buzz around mobile marketing is focused on smartphones and other smart mobile devices. Granted, the creative options for smartphones versus standard mobile devices are much more numerous and the penetration of smartphones and other smart mobile devices is growing significantly. However, according to CTIA – The Wireless Association, 1.56 trillion text messages were sent in 2009, up from 81 billion in 2008 and likely, a majority of those text messages were sent from standard cell phones. more
When disaster strikes, we initially focus on the aftermath of what just happened; but attention (and scrutiny) quickly turns to the disaster response. We’ve seen this most recently with the Gulf Coast oil spill from a BP rig (full disclosure: IEG has done work for a BP business unit), as both BP and the government struggle to stop the spill and limit the inevitable environmental damage. As bad as the actual problem is, a bad or failed response is almost worse. more
Official corporate sponsors of the 2008 and 2010 Olympics failed to optimize social media opportunities by ignoring search engine optimization. Now the official corporate sponsors of the 2010 FIFA World Cup—including Adidas, Coca-Cola, Emirates and Hyundai/Kia—are missing the boat.
All are failing to link their activation to online search terms such as “soccer world cup” and “world cup 2010.” There is a huge volume of traffic surrounding these terms and sponsors have the rights to use them. So why aren’t they optimizing? Why isn’t FIFA advising them to do so?
At yesterday’s ANA Brand Innovation Conference: Igniting a Brand Movement presented by The New York Times, Jodi Allen, vice president, North America baby care for The Procter & Gamble Co., told attendees that Pampers’ mini online soap opera, A Parent Is Born, grew out of the insight that everyone talks about when a baby is born, but rarely mentions the fact that with each birth of a baby, two parents are born. more
(This blog post originally appeared as an opinion column in IEG Sponsorship Report on April 19, 2010.)
In recent private conversations with a number of key sponsorship professionals, I picked up the following tidbits that I thought were worth sharing: more
There’s a myth within our industry that sponsors are smarter than properties. Maybe it’s because sponsor decision-makers frequently come from a marketing-specific background, while properties draw from a larger pool of event managers and volunteers. Or maybe it’s because people assume that the side controlling the cash must know what it’s doing. more