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 past Saturday night, my husband bet me 15 bucks to ask Anthony Bourdain whether his Chase Sapphire product integration deal cost him his soul.
He needn't have made that bet. Tony launched into it within the first five minutes of his storytime/stand-up/Q+A concert Saturday night at The Chicago Theatre. (For those who don’t know his work, Anthony Bourdain is the chef/author/badboy foodie/world traveler who has a great show on Travel Channel called No Reservations emphasizes finding the authentic experience of a place.) 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
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.
Greetings from London, where I’m leading a discussion on social media and sponsorship for a workshop hosted by IEG and Burson Marsteller. more
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:
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
Last week, my colleague Carrie posted on Ziploc’s brand integration into The Biggest Loser. I shared her confusion at how the show or the brand would think the final cut was acceptable. As Carrie put it so well, “I actually debated whether the feature should be considered branded entertainment, product placement or brand integration. Technically, it is integrated in to the show, but it just feels like a bad infomercial.” more
Tapping into sponsorship’s potential, Clearwire Wireless is sponsoring in regional markets to promote its new WiMax wireless broadband.
This month the company sponsors both the Rock ‘n’ Roll Las Vegas Marathon and Half Marathon powered by Zappos.com and the Maaco Bowl Las Vegas on behalf of Clear, its WiMax service. more