Latest Thinking from IEG
IEG’s sponsorship experts provide unique perspective on the latest industry developments, news and trends. These posts will make you think, challenge conventional wisdom, give you new ideas, and spark discussion.
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How Do You Value Social Media Benefits in a Sponsorship Package?
When we launched the IEG Valuation Service in the late ’90s, the phrase “social media” still primarily referred to getting a group of friends together to watch TV. More than a decade later that same term has become a marketable asset for properties, but as with many other benefits offered to sponsors, one that is not easy to value.
Filed under: negotiating, social media, valuation, assets
Pepsi Refresh Still Plagued by Bad Practices
My IEG Consulting Group colleagues and I have been pleased to help hundreds of nonprofits— from UNICEF and World Wildlife Fund to St. Jude Children’s Research Hospital and the American Heart Assn.—generate millions of dollars in nontraditional revenue. We also have teamed with some of the world’s leading brands to value, measure and maximize their ROI on nonprofit partnerships.
Filed under: beverage, cause marketing, social media, soft drink, backlash
Digital Technology, Social Media and the End of Endorsements
Marketers involved in athlete and celebrity endorsements have always taken risks with their brands, associating them with human beings and all of their attendant frailties.
Filed under: social media, endorsements
The Seven Essential Functions of Successful Event Apps
My last post shared some great examples of festival and event apps that build audience engagement for both the properties and their sponsors. In reviewing the elements that allow apps to live up to their engagement potential, seven specific functions rise to the top:
Filed under: events, festivals, international, new media, social media, digital media
Great App Ideas for Festivals, Live Events and Their Sponsors
It used to be you grabbed the festival calendar from your free weekly and circled what bands you wanted to see. Now, Web-based applications for smartphones and tablets let you plan, share and update schedules with military precision. Before committing to a stage, you can review a band’s videos, see how many “likes” they have on Facebook and check out which bands they are most similar to in your music library.
Filed under: events, festivals, international, new media, social media, telecommunications, digital media
Adidas’ London 2012 Activation: The Not-so-fine (But Important) Print
In my last post, I praised the multi-dimensional activation program adidas has created around its London 2012 partnership, but mentioned that it’s a shame that there has to be so much legal language as part of the adiStars Web site.
Filed under: contracts, digital media, London 2012, new media, olympics, social media, activation
Noteworthy Takeaways from the Sports Entertainment Summit
I attended the Sports Entertainment Summit produced by Variety and trade association Sports Video Group last week in Los Angeles and came away with the following nuggets:
Filed under: entertainment, pro sports, social media, sports, endorsements
New Developments in Sponsorship and Social Media Come Fast and Furious
Although it was only last December that I presented an IEG Webinar on the topic of sponsorship and social media, preparing for this Thursday’s live webinar on the topic illuminated how quickly social media is changing and how deeply these changes are affecting sponsorship. Indeed, rather than update the presentation, I scrapped it and started over.
Filed under: assets, digital media, IEG, international, new media, social media, trends, activation
Activation Watch: Praiseworthy Programs from Budweiser and Spanish Insurer
When you’ve been tracking the sponsorship industry for nearly a quarter of a century (yikes!) it can be a challenge to find partnerships that stand out or break new ground.
Filed under: beer, branded content, international, pro sports, social media, trends, activation
Transmedia Storytelling and Sponsorship
It seems each time I step into the world of media buying and planning I come away more convinced than ever that sponsorship should play a much more prominent role in corporate and brand advertising plans.
Filed under: social media, trends, new media