Latest Thinking from IEG

What We Can Learn From UEFA Champions League Sponsorship
With the 2013 UEFA Champions League finals on tap for Saturday, I looked into how various sponsors are activating and why UCL remains such an appealing partnership opportunity for brands.

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Filed under: beer, financial services, international, social media, sponsorship strategy, sports, activation

Five Relevant Lessons from Red Bull on Using Digital to Activate Sponsorships
The Red Bull Stratos mission— that saw Felix Baumgartner jump from more than 23 miles above the earth on Oct. 14, 2012—did not just break the world records for longest distance free fall, highest jump from a platform and maximum vertical velocity, it was the biggest digital live event on record, raising the bar on how brands can activate sponsorships in social media.

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Filed under: beverage, branded content, digital media, events, social media, sponsored content, activation

Olympic Sponsors’ Results to Date
P&G Winning the Social Olympics in the U.K. In the second weekly Olympics Viral Chart from New Media Age and Unruly Media—published Wednesday, P&G retained the top spot as the most shared ad online during the Olympics, but unofficial sponsor Nike had the most shares in the week between July 25 and August 1.

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Filed under: olympics, social media, London 2012

The Social Olympics
I admit I’m not a frequent social media user. The amount of friend and commercial activity makes me nauseous. When I am logged in, I mostly use it for research purposes. So you can imagine my relief when I heard about Facebook’s Explore London 2012 portal early this month.

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Filed under: assets, digital media, London 2012, olympics, social media, trends, activation

Sponsor Survey Outlines Steps Rightsholders Must Take
In case you missed it, IEG has released the finding from the 12th annual IEG/Performance Research Sponsorship Decision-makers Survey.

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Filed under: IEG, research, selling, servicing, social media, spending, sponsorship evaluation, sponsorship measurement, sponsorship ROI, sponsorship strategy, trends, activation

Newest, Best Practices For Sponsors And Rightsholders
Great sponsorships begin with great insights–an understanding of how your customers experience and interact with sponsored properties, and how brands can tangibly enhance the experience.

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Filed under: beer, digital media, events, festivals, international, new media, olympics, pro sports, social media, soft drink, trends, activation

Komen Controversy's Lessons For Sponsors
Having enjoyed many years of a productive partnership with Susan G. Komen for the Cure, the organization’s corporate partners are no doubt feeling blindsided by this week’s firestorm over SGK’s decision to no longer provide funding to Planned Parenthood.

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Filed under: cause marketing, nonprofit, social media, backlash

Why Content Matters
Competition for content is skyrocketing among sponsors, rightsholders, broadcasters and new media. Reasons include: cheap bandwidth, the proliferation of tablets and smartphones, new broadcast forms such as IPTV and web TV, new distribution outlets—Google and Apple are bringing their own TV subsidiaries onto the market—and the need for content to populate owned media.

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Filed under: branded content, digital media, new media, social media, sponsored content, trends, activation

Taking Credit: P&G Promotes Cause with Social and Mobile Media
To demonstrate the effectiveness of Facebook as a marketing channel to attendees at the ANA Masters of Marketing conference this past weekend, Facebook COO Sheryl Sandberg shared the example of Mean Stinks, the anti-bullying campaign of Procter & Gamble’s Secret deodorant.  

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Filed under: cause marketing, nonprofit, social media, activation

Is Social Media The Greatest Ambush Marketing Technique Ever?
A recent blog post on valuing social media as a sponsorship benefit prompted a thought-provoking response from my old pal Dan Schorr of Start2Finish Marketing.

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Filed under: ambush marketing, social media, activation