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
JetBlue, Official Airline of the Long Beach Lesbian & Gay Pride, announced Flight #1969 (commemorating the 1969 Stonewall Riots), an exclusive flight from San Francisco to Long Beach that features pink cocktails, games, comedian Pam Ann and gift bags. According to JetBlue it is the first U.S. pride flight. JetBlue has partnered with Joie de Vivre Hotels and myPartner.com and a portion of the proceeds from the flight will be donated to The Gay and Lesbian Center of Long Beach. more
Festivals are going from strength to strength, especially in Europe. Just one indication of their prominence is the special limited edition jeans Diesel produced for Denmark’s Roskilde Festival. The run of 1,000 jeans are specially treated to deal with mud, wind, rain and other surprises that you might come across during the course of a festival. more
I’ve got nothing but big ups to send out to BP, the Cubbies and the Sox today on their announcement of the BP Crosstown Cup. In a phrase, this kicks ass. The annual Chi-town Crosstown Shoot Out is one of those experiences of legend and lore – every year passions flare, lines are drawn, Old Styles are drunk and if you’re anywhere in the city of Chicago you’re “calling in sick.” In short, it’s the equivalent of an unofficially sanctioned city-wide holiday. more
The opportunity presented by digital is huge in terms of access to new markets and audiences, deeper fan experiences through leveraging digital technologies and longer event access through distributing new content in fresh ways.
Social media plus sponsorship gives people a reason to share brand messages. For example, Colgate’s Facebook application called Smiles languished for months, until Colgate recast the tool, offering donations each time users shared Smiles. The result: The widget was shared 500,000 times in five weeks.