Latest Thinking from IEG

Adidas’ London 2012 Activation: The Not-so-fine (But Important) Print
In my last post, I praised the multi-dimensional activation program adidas has created around its London 2012 partnership, but mentioned that it’s a shame that there has to be so much legal language as part of the adiStars Web site.

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Filed under: contracts, digital media, London 2012, new media, olympics, social media, activation

Sponsorship Success Depends on Activation
Sponsorship can build brand equity, sales and shareholder value, but it is mostly the activation of sponsorship that does those things.

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Filed under: international, London 2012, olympics, activation

P&G Example Shows Activation Leads To Bigger and Better Deals

Procter & Gamble's success at the Vancouver Olympic Games—which prompted its new TOP deal with the IOC—was a result of great activation of its USOC sponsorship.

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Filed under: international, olympics, activation

How Sponsorship Aided The Launch Of New Pampers Brand

At yesterday’s ANA Brand Innovation Conference: Igniting a Brand Movement presented by The New York Times, Jodi Allen, vice president, North America baby care for The Procter & Gamble Co., told attendees that Pampers’ mini online soap opera, A Parent Is Born, grew out of the insight that everyone talks about when a baby is born, but rarely mentions the fact that with each birth of a baby, two parents are born.

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Filed under: digital media, olympics, pro sports, social media, activation

Insights from J. Johan Jervoe, McDonald’s Corp.

In his keynote titled Sponsorship, Screens and Sociology: McDonald’s Ahead of the Curve View of Marketing, Jervoe walked attendees through the quick service restaurant’s groundbreaking The Lost Ring program around its sponsorship of the ’08 Olympic Games in Beijing.

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Filed under: digital media, IEG conference, new media, olympics, sports, activation