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.
Five Tips From the First-Time-Event Finish Line
In step with IEG’s projection that North American companies will increase their spending on marathons and running events by 2.5 percent in 2009 (to an estimated $86.1 million), I had the pleasure of participating in an inaugural half marathon event on November 22nd.
The first-time event—the Women’s Running magazine Women’s Half Marathon to benefit the Leukemia and Lymphoma Society—was held in St. Petersburg, Florida. While I was first and foremost there as a charity runner, I had plenty of time on and off the course to check out the sponsorship activity. While my running resume is by no means prolific (especially compared to IEG’s resident ultramarathoner Shan Riggs), I have participated in enough races of varying distances, sizes and sponsor profiles to know the drill.
Filed under: cause marketing, events, local, marathon, activation
Smart Sponsorship; Questionable Activation
Received a press release yesterday from Pheasants Forever, a nonprofit conservation and hunting-oriented organization, announcing that Miller High Life will again be the official beer of the group, extending a longtime relationship.
MillerCoors will overlay the sponsorship with an on- and off-premise promotion that raises funds for PF. The Miller High Life Rooster Promotion allows adult consumers to purchase paper roosters for either $1 or $5, with “net funds raised” going to local PF chapters to fund wildlife habitat projects.
Filed under: backlash, beer, beverage, cause marketing, nonprofit, activation
Support Local Heroes, Gain New Sponsorship Inventory
While Independence Day celebrations and other types of community events have long honored veterans, policemen and other first responders, we’re seeing a growing number of properties use those efforts to secure new corporate partners.
Traverse City, Mich.’s National Cherry Festival this year will host its inaugural Heroes’ Day to celebrate veterans and other local heroes. The festival, which kicks off July 4, created the program in part to drive traffic on Monday, a day when attendance typically dips. The festival will recognize vets, policemen and others with a hero medallion that provides free access to a concert as well as discounts at concession stands, local merchants and hotels.
Filed under: cause marketing, packaging, activation