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.
Sponsorship Activation Meets Gamification
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.
Filed under: digital media, new media, sponsored content, trends, activation
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.
Filed under: beer, branded content, international, pro sports, social media, trends, activation
Sponsorship Messaging: Creating a Link between Sponsor and Property
Often, companies sponsoring non-endemic properties are able to create a link through a clever messaging campaign. Developing the messaging strategy for a non-endemic sponsorship campaign requires a three-step process:
Filed under: motorsports, pro sports, sports, trends, activation
Micro-Sponsorship: Hyperlocal Marketing Could Become Sponsorship’s Laboratory
Hyperlocal involvement is a growing trend in the marketing world, and which could be readily applied to sponsorship as well.
Hyperlocal is, as the name suggests, the effort to focus on extremely local markets. For sponsorship, I apply the term micro-sponsorship to encapsulate both local market activity and sponsorship of small properties that may cover more than a single market.
Sponsorship has in essence always been hyperlocal. For years it has bankrolled local fairs, festivals, sporting events and other endeavors. However, for big name companies, these smaller sponsorships have taken the backseat to platforms that can be marketed nationwide.
Filed under: events, local, sponsorship ROI, sports, trends, activation