Latest Thinking from IEG

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

Adidas’ London 2012 Activation: The Not-so-fine (But Important) Print
In my last post, I praised the multi-dimensional activation program adidas has created around its London 2012 partnership, but mentioned that it’s a shame that there has to be so much legal language as part of the adiStars Web site.

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Filed under: contracts, digital media, London 2012, new media, olympics, social media, activation

New Developments in Sponsorship and Social Media Come Fast and Furious

Although it was only last December that I presented an IEG Webinar on the topic of sponsorship and social media, preparing for this Thursday’s live webinar on the topic illuminated how quickly social media is changing and how deeply these changes are affecting sponsorship. Indeed, rather than update the presentation, I scrapped it and started over.

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Filed under: assets, digital media, IEG, international, new media, social media, trends, activation

Corporate/Cause Partnerships You Should Know

In my last post I promised to post a list of cause marketing programs you should know. Some are one-on-one partnerships, others are corporate/umbrella programs, and others pretty much defy classification.

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Filed under: digital media, new media, nonprofit, strategic philanthropy, cause marketing