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Posts Tagged “Activation”
 

Carrie Urban Kapraun Mar 18

Triscuit Takes a Different Approach to Hunger-Relief and Leverages its Partnership with Urban Farming through a Comprehensive Program

Triscuit crackers has partnered with Urban Farming – a non-profit organization that helps provide food for people in need by planting farms on unused land – to create 50 community-based farms in 2010. The first garden was planted on March 11, 2009 in Los Angeles, CA. Last July, I wrote a blog about the gardening/home farming industry and its sponsorship potential. My thoughts were that gardening is an upward trending industry and I wanted to see more sponsorship activity from gardening related products and companies. My point was that a gardening company could use sponsorship as a platform to educate people about home farming, provide much needed information and of course demonstrate its products/services.  more

nonprofit research activation

 
 
Lesa Ukman Mar 12

How Social Media Is Profoundly Impacting Sponsorship

I will be conducting a workshop at IEG’s Unbound conference on how sponsors and rightsholders are effectively using social media to engage and connect with fans. And on April 15, I will be in London for a similar session with Burson Marsteller on the topic. In preparing for those discussions, I have come across a great many examples that demonstrate the depth and breadth of these extensions. Here are a few:  more

cause marketing digital media new media trends activation

 
 
Jon Kander Mar 11

Not Sold on Lewis Hamilton’s Secret Life

Formula 1 driver, Lewis Hamilton, and Reebok unveiled an alternate reality game (ARG) yesterday called Lewis Hamilton: Secret Life. Hamilton is the central character in this game, which allows its users to experience a facet of Hamilton’s “life” beyond being a Formula 1 driver. The overall goal of the game is to help Lewis train and prepare to recover priceless artworks, sculptures and manuscripts from thieves. Apparently (or as Reebok would like you to believe), Hamilton is a big “The Thomas Crown Affair” fan and bypassing museum security/stealing priceless artifacts is his secret passion.  more

branded content motorsports new media non-traditional categories social media sports activation

 
 
Carrie Urban Kapraun Mar 11

Is the Social Media Trend the Shiny Object Distracting Us From the Real Marketing Revolution – Mobile? Perhaps.

I had a light bulb moment earlier this week when I read a document called Mobile Mania (A Manual for the Second Internet Revolution) produced by Simon Silvester of Y&R (a WPP agency). It seems simple enough, but one of my take-aways was that I (we) need to start thinking of mobile devices as portable, very personal mini-computers, not as smart phones – meaning mobile devices are the evolution of computers, not the evolution of cell phones. It really is a major distinction. Everything that we do on computers and the internet will be available on mobile devices and will be improved by the personalization, immediacy and mobility that these portable devices provide.  more

olympics activation

 
 
Vinu Joseph Mar 9

Are NASCAR Feuds Good For Sponsorship?

After watching this crash by NASCAR driver Brad Keselowski during the NASCAR Sprint Cup Kobalt 500, you might be left thinking the same thing I did: “Wow, his sponsor must love all that additional exposure.” Actually, I was wondering how incidents like this one square with the sport’s efforts to maintain its fan base and, of course, attract sponsors.  more

NASCAR pro sports activation

 
 
Jon Kander Mar 3

Just Because you Aren’t an Endemic Sponsor, Doesn’t Mean You Can’t Be Endemic to the Overall Sports Experience

In a down economy, companies are forced more and more to make their sponsorships relevant and meaningful. Companies who are endemic to a particular sport are a natural fit for those particular sponsorship opportunities. However, for companies whose businesses do not naturally fit into the sports experience, they have to be a little more creative with how they activate their sponsorship platforms to make their presence meaningful to the fans and attendees. In particular, companies within the consumer and B2B technology and communications categories have done a great job of leveraging their sponsorship opportunities and made themselves largely endemic to the sports experience.  more

pro sports sports trends activation

 
 
Carrie Urban Kapraun Feb 26

A Company’s Sponsorship Budget Should be “a” Factor Not “the” Factor When Choosing a Property

Among the numerous considerations a sponsor must wade through to determine which properties to sponsor, cost is usually at the top of the list. Unfortunately, focusing too much on cost can sometimes lead a sponsor down the wrong path or create unnecessary boundaries, ruling out properties that might otherwise be appropriate.  more

arts associations cause marketing events local sports activation

 
 
Rob Campbell Feb 24

Maximizing the Value of Social Media Sponsorship

As a property, incorporating sponsors into your social media presence is a logical way to enhance sponsorship value. However, similar to the old adage that you can’t put the horse before the cart, you cannot successfully incorporate sponsors into social media without a well-established social media presence.  more

digital media social media sponsored content activation

 
 
Vinu Joseph Feb 22

Would You Price A Sponsorship Like You’d Price A Steak?

Would You Price A Sponsorship Like You’d Price A Steak? If you know IEG, you know we generally advise against selling sponsorship with an a la carte menu. Surprisingly enough, this idea was affirmed for me this weekend while listening to The Splendid Table, American Public Media’s outstanding weekly food show.  more

packaging selling activation

 
 
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