IEG 2010: Clorox Cleans Up With Sponsorship
Posted: 3/24/2010 6:53:00 AM by
William Chipps | with 0 comments
While many companies have cut back on sponsorship spending in the recent past, The Clorox Co. is embracing the medium more than ever.
In his presentation “The Rewards of Expanding in a Time of Contraction,” Drew McGowan, senior group manager, public relations & sponsorships, provided insight into sponsorship activity on behalf of the following three brands:
Kingsford charcoal/KC Masterpiece. While the majority of music sponsorships are initiated by artist reps, Clorox proactively reached out to country star Keith Urban as a marketing platform for its Kingsford charcoal and KC Masterpiece barbeque sauce brand. The company approached five country artists, asking them ‘why should you work with us?” McGowan said.
Clorox activated the Urban tie through an integrated marketing campaign that included on-site tailgating activities, backstage meet-and-greets, text-message promotions and fan outreach on the artist’s Web site.
The company also leveraged the tie with a ticket sweeps and other retail promotions, McGowan said.
The Urban deal follows a sponsorship of Tim McGraw’s tour, the company’s first deal in the music space.
Brita Filter for Good. On the green front, Brita uses corporate sponsorship and other marketing efforts to promote its Filter for Good campaign that promotes the reduction of bottled water waste.
Clorox teamed with Pandora Internet radio to promote the campaign in conjunction with the release of Dave Matthew’s new album. Clorox sponsored a site on the station on behalf of Filter for Good, and consumers that visited the site could listen to the album before its general release.
The promotion caught the attention of U2, which asked Clorox to provide a Brita water bar for its 360-degree tour to reduce bottled water consumption by tour staff.
Brita also sponsored the Sundance Film Festival, around which it distributed 50,000 earth-friendly bottles to event attendees. The bottles became one of the festival’s hottest items, receiving exposure on Access Hollywood and other entertainment TV shows, McGowan said.
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Filed under: IEG conference, IEG 2010