Posts tagged with Sponsorship

virgin media

Virgin Media: the paragon of brand storytelling?

The top 10 list of storytelling brands in the UK usually includes Apple, Cadbury, IKEA and Walkers.

But looking at the annual list from AESOP, it's Virgin Media that jumps out at me as a storytelling brand that breaks the mould.

Here I round up some of its activity that falls into my nebulous understanding of storytelling.

Let me know if you agree. 

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How brands can make the most of corporate sponsorship

With Summer now here, brands need to be clear on how they can get more out of event sponsorships.

Typically, brands stick to reaching consumers on the ground. At Glastonbury 2013, mobile network EE targeted throbs of sweaty music-lovers by offering them a free 3G connection, courtesy of their own Wi-Fi tractor.

Also at Glastonbury 2013, another brand, Southern Comfort, created Juke Joint, an on-site music venue that mimicked the ambience of a New Orleans bar.

Both EE and Southern Comfort went above and beyond handing out free samples. Though their tactics landed them a fair amount of coverage, they were still only interacting with festival goers on the ground.

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louis vitton foundation hq

Four brands taking content marketing to the next level

Content marketing has only a loose definition; some think of it as informational content added to a website to improve search ranking, others see it as a way to drive traffic to a website from social.

Going a little further, many brands select a content niche that often has little direct relation to their products. Creating content like this often isn’t enough; at this stage, content marketing moves into sponsorship, patronage, charity, brand association and media ownership on a scale most brands only dream of.

So who is taking content to the next level, and what scale are we talking about?

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Five things brands can learn from Lance Armstrong's fall from grace

The allegations that the world's most famous cyclist, Lance Armstrong, became the most accomplished athlete ever in his sport through the use of performance enhancing drugs has stunned the world.

And the scandal that has erupted has sent shockwaves through the offices of the brands associated with Armstrong.

Not surprisingly, Armstrong's sponsors are cutting ties with the now zero-time Tour de France winner as the sports world comes to grips with the tactics he allegedly employed to win.  

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Heineken: This is the Game

Using social media to make your sponsorship budget go further

Apparently, the 2012 Olympic Games aren’t just any old Games. They’re the world’s first social Olympic Games.

Sponsors are lining up their social campaigns, most notably BT’s Storytellers and Lloyds TSB’s ‘Local heroes’ campaigns.

But what of the (hundreds) of brands sponsoring major but non-Olympic events? The Grand National, FA Cup, Six Nations, Wimbledon, and the soon-to-be-not-the-Carling Cup? 

We did some digging around to see how some of the brands currently sponsoring major events are using social media to make their sponsorship deals go further...

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Will Olympics sponsors make the most of social?

Billions are spent by global brands on sports sponsorship. Olympic sponsors will have to learn the lessons from last year's World Cup and make the most of social media to get value out of their sponsorship deals.

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State Farm sponsors a Facebook page, will more sponsorships follow?

Social networks are so intriguing to marketers because they represent the internet equivalent of a popular hangout, thoroughfare or stadium.

If you're looking for eyeballs, social networks like Facebook and MySpace have no shortage of them. But eyeballs don't always equate to revenue, or ROI, and capitalizing on them has proven hard for marketers and social network owners to do.

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Time to revisit social media sponsorship

budSponsorship and internet marketing are proving to be a tough couple. But they need immediate attention and innovation if brands have a shot at finding an effective presence on social media networks.

Two recent datapoints illustrate the issue. Yesterday's IAB report of 2008's ad results showed a 40 percent drop in sponsorships online. That is a shocking plunge for a business that tracked a 10 percent overall increase. And IDCs report on social media advertising delivered last week showed sponsorships may be the only form of advertising social network users will tolerate. "Tolerate" is the operative word here. They will not tolerate any kind of traditional display approach.

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