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
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
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
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
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. more
The point at which corporate marketers began looking at properties as content providers, in addition to being sources of traditional benefits, was a watershed moment in sponsorship. more
Sports rightsholders are missing the boat on social gaming—free games played with friends asynchronously (meaning two can play even if one of you is not online). more
As a property, incorporating sponsors into your social media presence is a logical way to enhance sponsorship value.
However, similar to the old adage that you can’t put the horse before the cart, you cannot successfully incorporate sponsors into social media without a well-established social media presence. more
According to this article from the Vancouver Sun, Absolut is holding a $120,000 competition for an artist to develop a work of art or project for the city of Vancouver. The effort seems like a natural fit, considering Absolut’s history of collaboration with artists.
Still the program highlights the continuing tension between artistic freedom and corporate patronage. As the Sun article points out, the artists’ proposals are expected to reflect Absolut’s brand values and to incorporate Absolut in some meaningful—though not overtly commercial—way.
This past week, Marquette University started posting from a Pepsi-sponsored Twitter account focusing on the home opener for its men’s basketball team.
This development is unique in that very few (successful) forays have been made into the world of sponsored social media.
So far, the only evidence of Pepsi involvement is a Pepsi logo and the text “Pepsi Season Opener” on the Twitter page. There have been no tweets or links posted regarding Pepsi or the sponsorship and the posts have largely focused on information aimed at building excitement around opening night.
If the user’s window is not maximized, the Pepsi logo and blurb receives little visibility, as it is mostly shrouded by text display. more