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.
Smart Sponsorship; Questionable Activation
Received a press release yesterday from Pheasants Forever, a nonprofit conservation and hunting-oriented organization, announcing that Miller High Life will again be the official beer of the group, extending a longtime relationship.
MillerCoors will overlay the sponsorship with an on- and off-premise promotion that raises funds for PF. The Miller High Life Rooster Promotion allows adult consumers to purchase paper roosters for either $1 or $5, with “net funds raised” going to local PF chapters to fund wildlife habitat projects.
Filed under: backlash, beer, beverage, cause marketing, nonprofit, activation
Strength In Numbers: Sponsors Should Work Together On Activation
Often when you look at an event or other sponsored property, sponsor presence is akin to a bunch of strangers attending a party—all lined up against the wall, well-dressed and smiling, waiting for someone to notice and engage them.
Someone—it really should be the party host, or sponsored property—should nudge them and say, “Hey guys, why don’t you start by mixing with each other? That will probably help attract others to you.”
IEG has long been a proponent of cross-promotions among cosponsors as a way to access new channels, share costs and in general, join the party. I consider hosting sponsor summits and facilitating conversations among sponsors as one of the most fun parts of the job.
Filed under: beverage, government/municipal, non-traditional categories, activation