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Posts Tagged “Music”
 

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

 
 
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

 
 
William Chipps Nov 19

Sales Tips From Billboard Touring Conference

Below, four takeaways that emanated from the sponsorship panel I moderated at last week’s Billboard Touring Conference and Awards. Start the sales process early. Properties should hit the street with sponsorship opportunities at least six to nine months prior to an event. The length of time extends dramatically when pitching packaged goods and other types of companies that sell through retail channels. Case in point: Drew McGowan, senior group manager of public relations & sponsorships with The Clorox Co., is currently putting together programs for ’11.  more

events how to get sponsorship music packaging entertainment

 
 
Dan Kowitz Nov 12

Experienced-based Sponsorship is Award-winning for Clorox

For years we have been talking about how sponsorship has become much more than just hanging banners for visibility. It provides a platform to truly engage with consumers and potential customers. When sponsorships are designed around an enhanced user experience, the outcomes are typically much more fruitful for all involved. The deal is executed in an authentic way and the property, the sponsor and the consumer all win.  more

entertainment music activation

 
 
Carrie Urban Kapraun Nov 12

Carrie’s Top Ten (Mostly Sponsorship Related) List

There were some pretty big sponsorship news stories during the past week or two and since everyone else seems to have a top ten list, I wanted to do one too. Plus, doing a top ten list pretty much guarantees at least some people will be interested. Personally, I always turn to the top ten lists in magazines first and click on any news stories that say “Top Ten”. Maybe this will be the beginning of a series…hmm…enjoy!  more

entertainment events music nonprofit research selling activation

 
 
Carrie Urban Kapraun Oct 23

Signage as a Sponsorship Benefit (It isn’t as Boring as you Might Think)

Signage as a sponsorship benefit is often written off. When you compare signage to sponsorship benefits like VIP hospitality, mailing lists and sampling, it doesn’t seem as relevant or meaningful. Also, if you consider the per impression or per person value of signage, it is often on the lower end of the value range (although those impressions can add up). Additionally, signage has gotten a bad rap because, at times, it has been overused, poorly placed or is just not very creative. Plus, signage is hard to leverage and is considered “old school”. A sponsor or property rarely receives recognition around a great sign. However, as much as we would like to think otherwise, a lot of sponsorship packages started as primarily on-site signage or other visibility elements. I definitely don’t think that is what we should go back to, but I would like to make a case for signage as a sponsorship benefit. Signage has evolved a lot, the definition of it has changed, and if done strategically can be a great benefit as part of a sponsorship package.  more

arts associations cause marketing events music sports activation

 
 
William Chipps Oct 22

Ford S-MAX Teams With Spandau Ballet

Ford S-MAX has been named transport of choice for Spandau Ballet’s Reformation tour. The October tour in Ireland and the U.K. is the band’s first outing in more than 20 years. Maybe this partnership with spark corporate interest in Blancmange, Classix Nouveaux and other “new romantic” acts from the ’80s.  more

entertainment in-kind music automotive

 
 
William Chipps Oct 15

Reporter’s Notebook: New Spending; Successful Activation Program

Through my conversations with sponsors, properties and reporters, I frequently come across new spending and activation programs that don’t make it into IEG Sponsorship Report. Below are three recent examples. Aaron’s, Inc. boosts sponsorship budget 10 percent. The limping economy has prompted renewed interest in rent-to-own, dollar stores and other types of retailers that cater to low and middle-income consumers, and that has led to new sponsorship spending by players in those categories. For its part, Aaron’s largely focuses on motorsports properties, and to a lesser extent properties located near its Atlanta headquarters. The company earlier this year renewed its title of NASCAR Sprint Cup Series and Nationwide Series races at Alabama’s Talladega Superspeedway, a property it has sponsored since ’02.  more

entertainment how to get sponsorship motorsports music NASCAR activation

 
 
William Chipps Oct 7

Punk Rock Band Rises Against U.S. Army Sponsorship

Punk rock band Rise Against caused quite a stir earlier this month after refusing to headline a music festival sponsored by the U.S. Army. The band was slated to play South Florida’s Buzz Bake Sale on Dec. 9th but pulled out after learning the festival’s main stage would be sponsored by the Army.  The festival is produced by Buzz 103 FM. Rise Against asked the radio station if something could be done about the sponsorship, and opted out when the station refused.  more

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