Four years ago, Coca-Cola produced Olympic themed ads and attached its logo to interesting pieces of content. For Beijing 2008, Coke had three themed ads and six posters. more
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. more
My IEG Consulting Group colleagues and I have been pleased to help hundreds of nonprofits— from UNICEF and World Wildlife Fund to St. Jude Children’s Research Hospital and the American Heart Assn.—generate millions of dollars in nontraditional revenue. We also have teamed with some of the world’s leading brands to value, measure and maximize their ROI on nonprofit partnerships. more
I should start by saying I don’t actually know what really happened behind the scenes of the very interesting turn of events that unfolded last week regarding the NBA New Jersey Nets and the switch of the team’s official soft drink sponsorship from Jones Soda to Coca-Cola. more
I have been holding my breath for a week now, but I think it’s time to let it out. more
I was watching the NBA Slam Dunk contest on Saturday night when Blake Griffin made his event-winning dunk over a Kia Optima. It got me wondering – can a cosponsor ambush another cosponsor? Kia appeared to receive the most post-event buzz on the twitter-sphere despite Sprite being the event title sponsor and newspaper/website headline pictures all featured Griffin’s dunk over the car. Yet, was this necessarily a bad thing for Sprite?
In the midst of the second week of trying to rally support for my stepdaughter’s Pepsi Refresh grant application, I’m struck by my response, which is counterintuitive. more
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?
(This blog post originally appeared as an opinion column in IEG Sponsorship Report on April 19, 2010.)
In recent private conversations with a number of key sponsorship professionals, I picked up the following tidbits that I thought were worth sharing: more
Those familiar with African-American step-dancing likely know its importance among traditionally African-African fraternities and sororities. Stepshows can offer rousing competition, but they mainly serve to bring people together and highlight the organizations’ shared values and goals. So putting on a step competition would seem like a slam dunk for a company interested in connecting with an audience of young, educated and influential African-American men and women.