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Sponsorship Blog

Posts Tagged “Activation”
 

Lesa Ukman Dec 9

Heineken’s Smart Approach To Sponsorship Activation

While in Amsterdam a couple of weeks ago, I dropped in on Hans Erik Tuijt, global manager of activation for Heineken and a speaker at IEG’s 2012 sponsorship conference. more

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Lesa Ukman Dec 1

Sponsorship Insights from Leading European Practitioners

I keynoted the European Sponsorship Assn.’s Future Sponsorship conference in Amsterdam last week. Some takeaways from other presentations: more

arts international olympics activation

 
 
Lesa Ukman Nov 14

New Stories in the Context of Sponsorship

In his new book, The Art of Immersion, Frank Rose says storytelling is central to human existence: “Anthropologists tell us that storytelling is common to every known culture. That it involves a symbiotic exchange between teller and listener — an exchange we learn to negotiate in infancy.” more

IEG conference trends activation

 
 
Lesa Ukman Nov 2

Why Content Matters

Competition for content is skyrocketing among sponsors, rightsholders, broadcasters and new media. Reasons include: cheap bandwidth, the proliferation of tablets and smartphones, new broadcast forms such as IPTV and web TV, new distribution outlets—Google and Apple are bringing their own TV subsidiaries onto the market—and the need for content to populate owned media. more

branded content digital media new media social media sponsored content trends activation

 
 
Lesa Ukman Oct 25

Taking Credit: P&G Promotes Cause with Social and Mobile Media

To demonstrate the effectiveness of Facebook as a marketing channel to attendees at the ANA Masters of Marketing conference this past weekend, Facebook COO Sheryl Sandberg shared the example of Mean Stinks, the anti-bullying campaign of Procter & Gamble’s Secret deodorant.   more

cause marketing nonprofit social media activation

 
 
Jim Andrews Oct 24

Is Social Media The Greatest Ambush Marketing Technique Ever?

A recent blog post on valuing social media as a sponsorship benefit prompted a thought-provoking response from my old pal Dan Schorr of Start2Finish Marketing. more

ambush marketing social media activation

 
 
Lesa Ukman Sep 27

Sponsors Activate Nonprofit Partnerships With Social Games

I’ve delivered several presentations recently at sponsor summits and international conferences on using social media to increase the value of nonprofit and cause-related sponsorships.  more

cause marketing digital media new media nonprofit trends activation

 
 
Jim Andrews Sep 6

Big Shift: IEG Paper Explores New and Better Way to Think About Sponsorship

Looking across all of the brands that IEG would define as “leaders” in sponsorship—companies such as IBM, Gatorade, Aon, Xerox, GE and others—we see a major trend: an alignment of  sponsorships and partnerships with the larger goals of the business, to ensure they are driving growth and having an impact across the entire enterprise.  more

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Lesa Ukman Aug 22

Sponsorship Activation Meets Gamification

Combine geolocation, image recognition and augmented reality technologies with smartphone adoption—31 percent of mobile users have one, according to eMarketer—add in massive gaming participation (183 million Americans report playing a game for an hour per day, according to author Jane McGonigal), and it is no surprise that we are seeing more sponsors use games to activate their sponsorships.  more

digital media new media sponsored content trends activation

 
 
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