Music Tours Stories

Sponsor Profile

TD Banks On Sponsorship To Build Master Brand

TD Banks On Sponsorship To Build Master Brand

Cross-border bank uses sponsorship to create a North American brand, with music playing a prominent role

Sponsor Profile

Why Skype Is Calling Up New Partnerships

Why Skype Is Calling Up New Partnerships

Internet protocol, telephony and video service provider inserts itself into the conversation by breaking down the barriers between fans and celebrities

Emerging Category

Microsoft OneDrive Sponsors Coachella Music Fest

Microsoft OneDrive Sponsors Coachella Music Fest

Growing competition drives new sponsorship activity on behalf of cloud storage services

Strategy

Hello Again: How Lincoln Is Using Art And Design To Reach A New Generation of Car Buyers

Hello Again: How Lincoln Is Using Art And Design To Reach A New Generation of Car Buyers

Lincoln uses thought leadership, art and design to reintroduce storied brand to forward-thinking luxury car buyers

Activation

How Southwest Airlines Uses Sponsorship To Promote New Routes And Enhance The Travel Experience

How Southwest Airlines Uses Sponsorship To Promote New Routes And Enhance The Travel Experience

Airline uses surprise and delights and property cross-promotions to engage travelers and would-be travelers

New Sponsor

R.J. Reynolds Sponsors SXSW On Behalf Of Vuse

R.J. Reynolds Sponsors SXSW On Behalf Of Vuse

Tobacco powerhouse sponsors music and technology confab to support the national rollout of Vuse electronic cigarette

Digital Content

Bonnaroo Extends Digital Activation Footprint

Bonnaroo Extends Digital Activation Footprint

Xbox, Teva and PayPal activate new partnerships with branded content and other digital platforms

Healthcare

Washington Health Benefit Exchange Sponsors Sasquatch! Music Festival To Reach Uninsured Consumers

Washington Health Benefit Exchange Sponsors Sasquatch! Music Festival To Reach Uninsured Consumers

With enrollment deadline looming, health care exchange partners with music festival to engage young invincibles

Sponsor Profile

A Peek Under The Hood: Inside Dodge’s Sponsorship Strategy

A Peek Under The Hood: Inside Dodge’s Sponsorship Strategy

Dodge uses Motley Crue, Red Bull Signature Series and Fast & Furious movie franchise to support power, passion and performance positioning

In Depth

Radio Stations Turn Up The Volume On Proprietary Events

Radio Stations Turn Up The Volume On Proprietary Events

Radio stations place more focus on event ownership to lock out competitors and boost non-spot revenue

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