Latest Thinking from IEG

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

Louis Vuitton Connects The Dots By Leveraging Artist Collaboration
The partnership between Louis Vuitton and Japanese artist Yayoi Kusama shows that the arts are every bit as exploitable as sport. It just takes creativity.

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Filed under: arts, digital media, fashion, international, museums/zoos/aquariums, retail, activation

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

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

Heineken’s Smart Approach To Sponsorship Activation
While in Amsterdam a couple of weeks ago, I dropped in on Hans Erik Tuijt, global manager of activation for Heineken and a speaker at IEG’s 2012 sponsorship conference.

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Filed under: beer, branded content, digital media, events, festivals, IEG conference, international, music, new media, research, sponsored content, sponsorship measurement, sponsorship ROI, activation

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

Sponsors Activate Nonprofit Partnerships With Social Games
I’ve delivered several presentations recently at sponsor summits and international conferences on using social media to increase the value of nonprofit and cause-related sponsorships.

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Filed under: cause marketing, digital media, new media, nonprofit, trends, activation

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.

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

The Seven Essential Functions of Successful Event Apps

My last post shared some great examples of festival and event apps that build audience engagement for both the properties and their sponsors. In reviewing the elements that allow apps to live up to their engagement potential, seven specific functions rise to the top:

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Filed under: events, festivals, international, new media, social media, digital media

Great App Ideas for Festivals, Live Events and Their Sponsors

It used to be you grabbed the festival calendar from your free weekly and circled what bands you wanted to see. Now, Web-based applications for smartphones and tablets let you plan, share and update schedules with military precision. Before committing to a stage, you can review a band’s videos, see how many “likes” they have on Facebook and check out which bands they are most similar to in your music library.

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Filed under: events, festivals, international, new media, social media, telecommunications, digital media