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.
Jon Kander Oct 28
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:
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Filed under: motorsports, pro sports, sports, trends, activation
Jon Kander Mar 11
Not Sold on Lewis Hamilton’s Secret Life
Formula 1 driver, Lewis Hamilton, and Reebok unveiled an alternate reality game (ARG) yesterday called Lewis Hamilton: Secret Life. Hamilton is the central character in this game, which allows its users to experience a facet of Hamilton’s “life” beyond being a Formula 1 driver. The overall goal of the game is to help Lewis train and prepare to recover priceless artworks, sculptures and manuscripts from thieves. Apparently (or as Reebok would like you to believe), Hamilton is a big “The Thomas Crown Affair” fan and bypassing museum security/stealing priceless artifacts is his secret passion.
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Filed under: branded content, motorsports, new media, non-traditional categories, social media, sports, activation
Lesa Ukman Jun 23
Story Telling
There’s no getting around it. Without an explanation for a sponsorship, fans will make up their own and often they are negative. Fittingly, Allianz—official risk manager of Formula 1—runs little risk of its sponsorship being misinterpreted. While directly tied to its core lines of business—road safety and risk management—Allianz uses the F1 platform to educate and entertain fans and media so that its sponsorship comes off as a benefit rather than an intrusion. And by having its story live across multiple platforms, Allianz tells the story with various degrees of intimacy, depending on the audience.
For example, F1 fans may read about it in print ads or hear an interview with the driver of the company-sponsored Formula 1 Safety Car. Customers and prospects may hear the story directly from one of the firm’s safety ambassadors or AT&T Williams driver Nico Rosberg, also sponsored by Allianz. Journalists may encounter the story via free race clips and graphics. Even now, when F1 is in the news almost as often for scandals, rules changes and a possible breakaway circuit as it is for racing, Allianz connects the news to its story line. For example, a recent Allianz ad was titled “Prepared for the Unexpected.”
Allianz, which recently renewed its F1 partnerships, is among the many insurance companies adding deals despite the economic downturn.
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Filed under: how to get sponsorship, international, motorsports, selling, activation