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Posts Tagged “Activation”
 

Lesa Ukman Jul 29

P&G Example Shows Activation Leads To Bigger and Better Deals

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

international olympics activation

 
 
Jim Andrews Jul 22

The Conundrum Of Size In Sponsorship

As with many other things, size both does and doesn’t matter when it comes to sponsorship.  more

what is sponsorship activation

 
 
Nancy Atufunwa Jun 17

What Should Sponsors Do When Unexpected Change Occurs?

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

assets college sports sponsorship measurement sponsorship ROI activation

 
 
Carrie Urban Kapraun May 28

SMS Marketing – Red Cross Text for Haiti Success

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

activation

 
 
Vinu Joseph May 27

In Corporate Sponsorship, the Best Response Is Preparation

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

backlash contracts nonprofit servicing activation

 
 
Lesa Ukman May 21

Why Aren’t Corporate Sponsors Optimizing Search Terms?

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?  more

ambush marketing beverage cause marketing digital media endorsements international music olympics social media soft drink sports activation

 
 
Lesa Ukman May 20

How Sponsorship Aided The Launch Of New Pampers Brand

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

digital media olympics pro sports social media activation

 
 
Jim Andrews May 17

Interesting Developments At Major Sponsors

(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

beverage motorsports NASCAR retail social media soft drink trends activation

 
 
Carrie Urban Kapraun May 14

Part Three: How can I Maximize the Value of my Sponsorship Opportunities?

A few months ago I did a short series of blog posts on how to maximize the value of your sponsorship opportunities. In those earlier posts, I discussed some larger strategic ways to help increase value and I wrote about some more tangible-related ways to increase value. I thought I would revisit this series with some additional thoughts. Enjoy!  more

activation

 
 
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