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Posts Tagged “Trends”

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

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Lesa Ukman Jul 12

New Developments in Sponsorship and Social Media Come Fast and Furious

Although it was only last December that I presented an IEG Webinar on the topic of sponsorship and social media, preparing for this Thursday’s live webinar on the topic illuminated how quickly social media is changing and how deeply these changes are affecting sponsorship. Indeed, rather than update the presentation, I scrapped it and started over.  more

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Jim Andrews Jun 30

Activation Watch: Praiseworthy Programs from Budweiser and Spanish Insurer

When you’ve been tracking the sponsorship industry for nearly a quarter of a century (yikes!) it can be a challenge to find partnerships that stand out or break new ground.  more

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Jim Andrews May 23

Perspective on IEG Consulting’s Work With Roush Fenway

One of the tricky things about posting to a corporate blog such as IEG’s is that you don’t want to hijack this—or any other social media—and use it as a platform to promote what the company does. This is a forum for sharing ideas, insights, and observations that people interested in sponsorship will find useful.  more

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Jim Andrews Apr 29

Transmedia Storytelling and Sponsorship

It seems each time I step into the world of media buying and planning I come away more convinced than ever that sponsorship should play a much more prominent role in corporate and brand advertising plans.  more

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Lesa Ukman Apr 4

What Rightsholders Should Do Right Now

Among the many great ideas that were shared at IEG’s Return on Engagement conference, one theme that was struck repeatedly was how properties must go beyond the direct benefits they offer corporate partners if they want to truly build value for themselves and their sponsors.  more

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Jon Kander Mar 24

The Importance of Authenticity: Key Learnings from IEG’s Return on Engagement

After taking a few days to digest all of the presentations at our annual sponsorship conference, it dawned on me that the key buzzword and theme for this year’s conference was “authenticity.” Nearly all sessions that I attended made at least some reference to the importance of a partnership being genuine. This extends to how a company showcases its core business attributes, as well as its CSR efforts, which are highly valued by an organization and its employees and a core aspect of the company’s culture.  more

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Lesa Ukman Mar 10

Livestrong Sporting Park: Nice, but not a Big, New Idea

The deal between MLS team owner Sporting K.C. and Livestrong to make the cancer-fighting foundation the naming rights sponsor of the new soccer stadium opening in June is certainly commendable. However, it is neither unprecedented, nor the best example of this type of partnership between a sports property and a nonprofit. Those that have come before include:  more

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Jim Andrews Feb 8

Smart TVs: The Next Sponsorship-related Content Battleground

The point at which corporate marketers began looking at properties as content providers, in addition to being sources of traditional benefits, was a watershed moment in sponsorship.  more

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