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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In the Wake of Boston Tragedy, Sponsors and Properties Discuss What’s Next
Although the twin bombings at the Boston Marathon have already had a significant impact on marathons and other types of events—namely increased security—most sponsorship veterans expect the incident to have little impact on sponsorship spending in the endurance sports space
Filed under: events, marathon, sports, venues, cause marketing
As Cities Turn Away Mega Events, What Will Sponsors Do?
Following news last week that residents of Vienna resoundingly rejected the city’s plan to bid for the 2028 Olympic Games, I had an interesting discussion with my colleague John Kristick, global CEO of GroupM ESP. John is well qualified to discuss this issue, having been the managing director of the U.S. bid to host the 2022 FIFA World Cup.
Filed under: international, olympics, sports, events
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.
Filed under: beverage, branded content, digital media, events, social media, sponsored content, activation
Events Gain Well-deserved Support From Tourism Offices
Although event and festival producers often act as de facto marketing arms of cities, regions or countries—attracting visitors, generating positive media coverage, enhancing quality of life for residents, etc.—rarely do they get strategic, sustained support from their tourism bureaus.
Filed under: events, festivals, government/municipal, international, destination/tourism
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
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.
Filed under: beer, digital media, events, festivals, international, new media, olympics, pro sports, social media, soft drink, trends, activation
Sponsorship and Return on Innovation
Speakers at IEG’s 2012 Sponsorship Conference are bringing unprecedented levels of innovation to the sponsorship space.
Filed under: arts, events, festivals, IEG conference, non-traditional categories, 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.
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
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:
Filed under: events, festivals, international, new media, social media, digital media