Latest Thinking from IEG
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.
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Orange You Glad It’s Glastonbury Sponsorship Time? (And A Personal Note)
My colleague Julie Kimball passed around the latest in a long line of cool Orange ideas that get us geeking out not only over the smart technology but also the smart use of sponsorship.
Filed under: entertainment, fashion, festivals, green, telecommunications, activation
Microsoft Tells It Like It Is... But Will Others Like It?
“Really?!” No, “REALLY?!” How many times have I heard this in the past year and a half as it relates to the way my little smart phone is permanently glued to my hand? Let’s see… just about every family function I attend, a few times out with my girlfriends, on a handful of dates, hell, even running the Cleveland Half Marathon. I’m the person the new Microsoft Windows Phone 7 ad pokes fun at. And I love it. If you haven’t seen it, take the minute to check it out. It’s well worth it.
Filed under: digital media, entertainment, new media, backlash
Garnier: Activation with Lots of Potential
You may have seen Joe’s recent blog about the partnership between Best Buy and Children’s of Minnesota. The partnership includes some pretty unique and well-suited activation. Inspired by that partnership, I set out to find some additional examples of good activation programs.
Garnier, a division of L’Oreal, caught my attention because of its activation around its sponsorship of Bonnaroo Music & Arts Festival. As a major sponsor of Bonnaroo, Garnier Fructis hosted the Rock Your Style Bonnaroo Salon. The salon offered hair washing, hair styling, free samples, karaoke and giveaways. The full-scale salon allowed concertgoers of the multi-day festival an opportunity to freshen up – a much needed amenity after several days of camping and apparently limited shower facilities.
Filed under: entertainment, events, music, activation
Power to the People: Democratic Sponsorship
If you read my posts often enough, you know I’m constantly waxing poetic about how important integrating the consumer into the sponsorship experience is. So it should be no surprise that upon hearing about Stephen Colbert’s, “Colbert Nation” top sponsorship of the U.S. Speed Skating team (if you haven’t already, check out my colleague Rob Campbell’s blog post here) and FanCar’s unique sponsorship opportunities around Sprint NASCAR cars; that I am ready to hand out two big, fat gold stars for fan integration.
Filed under: digital media, entertainment, new media, selling, sports, activation
Spreading Some Sponsorship Love – Monster and the NFL Score a Touchdown
Something was recently brought to my attention by one of my loyal blog readers (who has no problem shooting me straight): I am a perpetual Negative Nelly in my posts. Yep, just one cynical, critical consultant throwing stones at just about everyone and everything. Thing is, when you make your living spotting potential sponsorship red flags and helping people improve their sponsorship program, you become trained to look for problems and admittedly, can overlook the good stuff.
Being a big-time believer in karma, I’d like to put something good out there too. So, this post is a step in the direction of setting my sponsorship karma right, I am actually going to talk about someone doing something well.
Filed under: entertainment, pro sports, selling, sports, activation
Sponsorship and the Element of Surprise
Two things I saw this week have prompted me to conclude that I would love to see more sponsors utilizing the element of surprise. First is a viral video that has been spreading in the music community of band Bon Iver spontaneously performing an a capella version of a song in a Paris hallway and taking to the city streets to perform as they meander along the sidewalks with fellow passersby (seen here). Second is the concept of flash mobs (more info here) which I’ve been reading up on after some debate about these events resurfaced in the press last week.
The reason these two things are being talked about and gaining buzz is because they are unexpected. You don’t expect to see a professional rock band completely unguarded and accessible, playing on foot for anyone who cares to stop and listen. You also don’t expect to run into 200 people in Grand Central who, without notice, freeze in various positions of daily activity and then return to what they were doing as if nothing ever happened.
Filed under: entertainment, events, sports, activation