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Sponsorship Blog

Shifting the Focus of Activation to Mobile
Lesa Ukman Jan 9

Shifting the Focus of Activation to Mobile

Mobile-based activation of partnerships is playing an increasingly critical role because it enables sponsors to deliver the right message at the right time and in the right place. No sponsor does it better than The Coca-Cola Co. more

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How The Canadian Olympic Committee Harnesses Content, Community And Channels To Increase The Value Of Sponsorships
Lesa Ukman Dec 23

How The Canadian Olympic Committee Harnesses Content, Community And Channels To Increase The Value Of Sponsorships

Under the direction of CEO Chris Overholt—who will be speaking at Sponsorship Makers, IEG’s 2015 annual conference—the Canadian Olympic Committee has become a worldwide leader in creating and exploiting new and emerging assets, including opportunities enabled by digital and social media. more

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Don’t Be That Guy: Moving Beyond Engagement to Measuring Social Media’s Marketing ROI
Cassie Gray Dec 19

Don’t Be That Guy: Moving Beyond Engagement to Measuring Social Media’s Marketing ROI

Ask today’s typical social media marketers what their goal is and you’ll most likely hear, “growing engagement.” This is true among properties and sponsors that have embraced Twitter, Facebook, Tumblr and other platforms as activation channels: Social engagement is increasingly cited as a metric for sponsorship success. more

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Sponsorship Makeover: Revamping Your Digital and Mobile Content Strategies
Kristen Pelanchyk Nov 13

Sponsorship Makeover: Revamping Your Digital and Mobile Content Strategies

In today’s connected world, it’s not surprising to hear that 23 percent of our time using media is spent on our mobile devices. Whether marketer, mom or Millennial, we can’t go very long without checking Facebook, hitting refresh on Instagram, or laughing at the latest YouTube sensation. more

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Finally, CMOs View Community Partnerships as Brand- and Business-Building Asset
Lesa Ukman Oct 22

Finally, CMOs View Community Partnerships as Brand- and Business-Building Asset

Many of the CMOs who spoke at the Association of National Advertisers’ annual Masters of Marketing conference last week highlighted the power of partnerships with nonprofits, and the business- and brand-building benefits of doing good. more

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How Adding Purpose to Sports Amplifies ROI
Lesa Ukman Oct 3

How Adding Purpose to Sports Amplifies ROI

Sports is not just a game. It’s big business. (On the backbone of sports, Red Bull built not just a brand but an entirely new category, energy drinks.) more

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The Digital Technology Tipping Point of the In-Stadium Fan Experience
Morgan Lathrop Aug 26

The Digital Technology Tipping Point of the In-Stadium Fan Experience

With the opening of the San Francisco 49ers’ Levi’s Stadium—for which IEG Consulting was proud to be a sponsorship consultant—the debate over how to best engage fans is again front and center. more

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Insert Monáe/Money Pun Here: Samsung’s Electric Integration
Diane Knoepke Jul 31

Insert Monáe/Money Pun Here: Samsung’s Electric Integration

R&B/Hip-Hop artist and fashion influencer Janelle Monáe  released her “Electric Lady” video yesterday. The video is fun, stylish, on-brand and authentic to Ms. Monáe, and has more cameos than an Andy Samberg-hosted episode of SNL. The video’s timing is a bit unexpected, however, as the song was released on an album of the same name back in September of 2013. more

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Mobile Apps – The New Frontier in Brand Partnerships
Kristen Pelachyk Jul 7

Mobile Apps – The New Frontier in Brand Partnerships

In a recent brainstorming session, the IEG Consulting team took a look at how mobile applications – a key part of the ever-changing digital landscape – can be monetized for sponsorship revenue. more

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