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. more
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.