Latest Thinking from IEG
IEG’s sponsorship experts provide unique perspective on the latest industry developments, news and trends. These posts will make you think, challenge conventional wisdom, give you new ideas, and spark discussion.
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Festival Innovations Demonstrate New Ways of Connecting with Audiences
There is much irony is writing this post from Tuscany, where so many of the festivals date back to medieval times and don’t need to be concerned with staying relevant through fresh ideas and content.
Filed under: events, festivals, international, music, trends, destination/tourism
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.
Filed under: beer, branded content, digital media, events, festivals, IEG conference, international, music, new media, research, sponsored content, sponsorship measurement, sponsorship ROI, activation
New Ticketmaster Book a Scintillating Read for Sponsorship Buyers and Sellers
Just finished a must-read for anyone in sports, event or entertainment marketing: Ticket Masters: The Rise of the Concert Industry and How the Public Got Scalped by Dean Budnick and Josh Baron.
Filed under: events, music, venues, entertainment
Brita’s FilterForGood Partners with Jack Johnson
In April, I wrote a blog post about Jack Johnson’s “To The Sea Tour” and I gushed about the fact that 100 percent of the proceeds from that Tour would be given to 150 nonprofit community groups.
Filed under: music, nonprofit, entertainment
A Good Summer Read for Sponsorship and Event Pros
Just finished Jerry Weintraub’s entertaining autobiography When I Stop Talking You'll Know I'm Dead: Useful Stories from a Persuasive Man.
Founder of Concerts West, Weintraub pioneered large arena tours, bypassing local promoters and working directly with the venues. Starting with nothing, he became the impresario behind Sinatra, Dylan, the Stones, Elvis and others.
Filed under: music
Why Aren’t Corporate Sponsors Optimizing Search Terms?
Official corporate sponsors of the 2008 and 2010 Olympics failed to optimize social media opportunities by ignoring search engine optimization. Now the official corporate sponsors of the 2010 FIFA World Cup—including Adidas, Coca-Cola, Emirates and Hyundai/Kia—are missing the boat.
All are failing to link their activation to online search terms such as “soccer world cup” and “world cup 2010.” There is a huge volume of traffic surrounding these terms and sponsors have the rights to use them. So why aren’t they optimizing? Why isn’t FIFA advising them to do so?
Filed under: ambush marketing, beverage, cause marketing, digital media, endorsements, international, music, olympics, social media, soft drink, sports, activation
Festival Sponsors Get Creative With Activation
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.
Filed under: beverage, digital media, events, festivals, international, music, new media, social media, activation
Jack Johnson’s “To The Sea Tour” – 100 Percent of Profits go to Charity – This is What We Mean When We Talk about Authenticity
After his successful 2008 “Sleep Through The Static” tour that raised $845,000 for 184 environmental nonprofit organizations, Jack Johnson will once again donate 100 percent of his 2010 “To The Sea” tour profits to over 150 chosen community groups.
Filed under: nonprofit, music
The Limited Variety of On-Site Alcoholic Beverage Options Seemingly Hurts the Beale Street Music Festival
The performance lineup for the Beale Street Music Festival, a three-day music festival held as part of Memphis in May, was recently announced. The Festival will be held April 30th - May 2nd, 2010 at Tom Lee Park, on the Mississippi River, in Downtown Memphis. The Festival will feature performances on four stages by a wide range of artists including Alison Krauss & Union Station, 3 Doors Down, 30 Seconds to Mars and Colbie Caillat. The Festival draws approximately 125,000 people over three days. 2010 sponsors include Bud Lite, Cellular South, Coca-Cola, Best Buy and Nationwide Insurance.
Filed under: music, beer
Corporate Sponsorship and Its Role in Saving Education
A spelling bee in Livingston County, Ill. was recently cancelled because the local paper, The Pantagraph announced it was not able to sponsor the event this year.
That seems to beg a much larger question: Why are so many school districts across the country not able to fund programs, particularly in arts, music and in this case a spelling bee?
Filed under: local, music, sports, arts