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Posts Tagged “Branded Content”
 

Getting Branded Entertainment (Not Product Placement) Right
Katie Hynan Nov 15

Getting Branded Entertainment (Not Product Placement) Right

Recent social media backlash against Starbucks for its heavy-handed product placement during NBC’s The Voice has me wondering why brands continue to make missteps when it comes to branded entertainment. more

branded entertainment branded content

 
 
Red Bull: Not A Sponsor; A Vehicle For Sport
Danny O'Leary Sep 3

Red Bull: Not A Sponsor; A Vehicle For Sport

If you love the human side of sport and what happens off the field as much as on it, then like me you probably tune into HBO’s Real Sports with Bryant Gumbel. Last week’s episode featured one of the most iconic, memorable, loved and hated brands in all of sports sponsorship, Red Bull. more

branded content sponsored content sponsorship strategy beverage

 
 
Five Relevant Lessons from Red Bull on Using Digital to Activate Sponsorships
Lesa Ukman Jan 11

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. more

beverage branded content digital media events social media sponsored content activation

 
 
Lesa Ukman Dec 9

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. more

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Lesa Ukman Nov 2

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. more

branded content digital media new media social media sponsored content trends activation

 
 
Jim Andrews Jun 30

Activation Watch: Praiseworthy Programs from Budweiser and Spanish Insurer

When you’ve been tracking the sponsorship industry for nearly a quarter of a century (yikes!) it can be a challenge to find partnerships that stand out or break new ground.  more

beer branded content international pro sports social media trends activation

 
 
Jon Kander May 9

Know Thyself: Discovering your Brand Personality

Building off of my colleague Diane’s latest blog, I recently watched Morgan Spurlock’s newest documentary, POM Wonderful Presents: The Greatest Movie Ever Sold. One of the major themes of the film is the importance of discovering your brand personality for the purpose of partnering with ‘like’ brands. In the movie, Spurlock visits a noted branding agency where they identify his primary brand attributes as a juxtaposition of being both playful and mindful. From there, the brand agency listed several companies that had a similar brand identity, such as Apple and JetBlue, as potential partners for Spurlock’s documentary.  more

branded content branded entertainment endorsements entertainment pro sports activation

 
 
Diane Knoepke May 5

Soulful Selling: Morgan Spurlock and A Day at the Zoo

I spent Friday morning in Philly in meetings with an IEG Consulting client, the Philadelphia Zoo. Though I was really there to talk sponsorship, I admit the day’s highlights included excitedly waving at a black leopard and cooing to an adorable baby giraffe. Life is good. more

branded content branded entertainment entertainment how to get sponsorship museums/zoos/aquariums backlash

 
 
Diane Knoepke Apr 28

Authenticity in Sponsorship: Does Keeping it Real Need A Reality Check?

This past Saturday night, my husband bet me 15 bucks to ask Anthony Bourdain whether his Chase Sapphire product integration deal cost him his soul. He needn't have made that bet. Tony launched into it within the first five minutes of his storytime/stand-up/Q+A concert Saturday night at The Chicago Theatre. (For those who don’t know his work, Anthony Bourdain is the chef/author/badboy foodie/world traveler who has a great show on Travel Channel called No Reservations emphasizes finding the authentic experience of a place.)  more

branded content cause marketing digital media entertainment new media non-traditional categories product placement backlash

 
 
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