Archive for the ‘Events’ Category

2017 TopSpin Charity Event

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For the eighth year in a row, MKTG was proud to produce another successful TopSpin Charity ping pong event last night at NY’s Metropolitan Pavilion. TopSpin raises awareness and provides funds for exceptional nonprofits that provide educational opportunities for under-served youth.

This was by far our most attended event with attendees spanning across brands, properties, media, leagues and agents. This year, 13 of some of NYC’s top restaurants provided amazing samples from their menus. Similar to recent years, bars were fully stocked with themed cocktails and this year’s silent auction brought some amazing sports memorabilia, including Shaq’s size 23 sneaker. Take a look below for photos from last night’s event!

Photos by Mitch Plaise @sh0tbyp

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Written by Paige McConney
Paige McConney

December 7th, 2017 at 12:42 pm

Discussing EventTech with Gavin Blawie

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We asked MKTG SVP Gavin Blawie some questions about his EventTech talk: IBM Sports & Entertainment Partnerships: Rules for a Wired World.

 

You spoke about our work with IBM at the recent EventTech conference in Las Vegas a couple of weeks ago. Can you share a few things to help those of us that couldn’t attend get a feel for your talk and also some key take aways from EventTech in general?

MKTG was at EventTech to share our integrated activation framework for IBM, and how over the last 3 years we have helped raise their social game through influencers and content made to share to better amplify tentpole partner events like the US Open, the Tony Awards and Pebble Beach, which are used by the client to demonstrate their technology expertise and build relationships with clients and prospects.

Overall it was a privilege to share MKTG’s success with IBM to a larger audience, and our approach to earned media is both a differentiator and a proven model that unlocks significant incremental value and amplification, and which is now applied across their partner portfolio.

How long was your presentation and were you solo?

I had planned on attending this session with our IBM client, but she was unable to travel at the last minute so I handled our presentation solo.

At EventTech we shared our philosophy of leveraging not just official partner content and feeds from IBM’s marquee sponsorships, but the idea that we enlist credible 3rd party influencers and their social graphs and feeds to personalize their sponsorships, and earn the partnerships exponentially more conversations and sharing.  Now, if you plan and execute events with a social mindset, you can unlock thousands of pieces of user generated content and tens of millions of incremental media impressions.

What major subjects did you cover? Did you get any great questions from the audience?

Best part of our presentation was our strategic framework to the larger event model, whereas most of the audience was focused on the physical, live aspects of wiring events to capture content and share, our approach stood out as a pre/during/approach social mindset to events as much as model to harness conversation and sharing.  Truth is brands always have tons of incremental content and conversations earned which flow out of and around events, the trick is typically that value dissapates like so much heat and light.  Now, it’s incumbent on MKTG as an agency partner to wire events to be shared to benefit the brand, using unified hashtags like #WatchPartyIBM and incenting people to share and spread the word at scale, it’s the difference between a great one off event for a small handfull, vs social conversations that travel across hundreds of personal feeds.

What were three key things you learned from the show floor? What was hot, and what was less impressive?

Augmented reality was everywhere, especially with the new AR kit in the latest Apple OS, and supporting tech to facilitate onsite sharing via hotspots and beacons, but still felt more like it was all a great tech coming than stuff which is actually here yet.  Lots of innovative camera rigs and technology to seamlessly stitch together 360 content, as fostering greater ways of personal, camera first storytelling from multiple POVs becomes the new model.

Overall, what were your impressions of the event? 

Event Tech Live was overall a very well run event, 3 full days of content, tech and partner overviews, as everyone in the space (client and agency) navigates the ongoing revolution.  Definitely much smaller an event than CES, but a great vibe and positive forum, and great reception to our thinking and approach to maximizing event impact through digital and social, as we were all from the same dedicated audience of experts in live & experiential meets tech – the show itself was probably attended by over 500, with a large standing exhibition space and 5 separate break out stages, which was larger than I had expected.

 

 

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Written by Mary Kate Pleggenkuhle
Mary Kate Pleggenkuhle

November 28th, 2017 at 10:23 am

Posted in #mymktg,Events

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MKTG Milan Brings Timberland and Marracash Together For A “Concert in the Sky”

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To support Timberland’s launch of the new FLYROAM sneakerboots, MKTG sought to produce a unique, integrated event that would function seamlessly online and onsite. On October 3, Timberland was really aiming high, so that its consumers, having purchased and challenged the odds in a contest, were able to take part in the first ‘Concert In The Sky’ where they would enjoy with the Milan rapper Marracash, on a suspended platform 40 meters high.


Over 2,000 people gathered at Porta Genoa’s Gateway to witness a never-before-seen happening. The event sparked viral stories, videos, and selfies on social media. The King of Milanese Rap moved smoothly inside the flying platform and put on a fantastic  show that spectators on the ground were able to watch on screens over the stage, where Marracash later finished his performance.

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Written by Paige McConney
Paige McConney

October 12th, 2017 at 10:15 am

3 Key Trends in NBA Jersey Patch Sponsorship

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The NBA has become the first North American major professional sports league to allow ads on jerseys. During the 2017-2018 season, players in the NBA will sport corporate logos on their team uniforms. The ad space will be sold as part of a three-year pilot program where each team will have the right to sell its own ad space to sponsors. In consideration of the foregoing, MKTG has outlined the state of jersey sponsorship in the NBA, common activation strategies around the patch and potential implications for the league.

JERSEY PATCH SPONSORS STEM FROM CONSISTENT SOURCES; TECHNOLOGY BRANDS, FINANCIAL INSTITUTIONS AND LOCAL EMPLOYERS

There are clear commonalities in the roster of sponsors who have invested in the NBA jersey patch. Firstly, technology brands are leveraging their patch sponsorship to drive mass awareness for their digital initiatives such as Sharecare and the Atlanta Hawks that are teaming up to improve healthcare for Georgia. Secondly, F.I.’s like Flagstar Bank (Pistons) and Western Union (Nuggets) are mass brands that historically have greater permission to invest in signature branding assets that reach mass audiences. Finally, employers with a large presence in the region of their local NBA team (Goodyear in Cleveland, Harley Davidson in Milwaukee) have invested back into properties that can be positioned as supporting local passion points, be a source of pride for employees, and block competitors from gaining traction in an HQ market.

BRANDS OUTLINE THEIR SUPPORTING ACTIVATION PROGRAMS TO COMPLEMENT JERSEY SPONSORSHIPS

In the majority of jersey sponsorships announced to date, brands are clear in their messaging; jersey patches are part of a broader commitment to the property. Brands are showcasing videos that highlight the brand synergies, collaborative tactics and creative activation strategies for teams and sponsor. Both Sharecare and Fitbit are leveraging their partnership to tackle health and wellness through their digital platforms. Sharecare is activating around their jersey sponsorship with their Sharecare Movement in collaboration with the Atlanta Hawks. In contrast, FitBit and the Minnesota Timberwolves are exploring ways to leverage and integrate their technology to improve player’s performance, and assist fans in making healthier choices during games. Jersey patch sponsorship is isolation can be perceived as an awareness-driving media buy. By complementing the asset with an integrated activation, sponsors will resonate deeper with fans.

Read the rest of the article here

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Written by Paige McConney
Paige McConney

September 25th, 2017 at 11:33 am

MKTG INSIGHTS: HOW SPONSORS ACTIVATE AT THE LITTLE LEAGUE WORLD SERIES

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The Little League World Series attracts a large audience both in person and on broadcast. However, the event is unique compared to other sporting events of a similar size due to less emphasis placed on the on-field performance and a greater emphasis on youth sport. Sponsors take advantage of these unique themes at the Little League World Series and leverage them in custom activations.

This past weekend marked the conclusion of the Little League World Series as Tokyo Kitasuna defeated the Lufkin, Texas to win the championship. The Little League World Series has been held every year since 1947 in Williamsport, Pennsylvania where Little League baseball players from around the world compete. The event is highly unique as more than 400,000 people attend every year and the event receives prominent broadcasting from ESPN.

The Little League World Series attracts a significant audience considering it is made up of 11-13-year-olds and not professional athletes. The unique nature of the Little League World Series also allows sponsors to take on the themes of the event and leverage them in promotions and activations.

With the Little League World Series being made up of young athletes, the event has much less emphasis on the on-field performance and a more grass roots feel than other sporting events of a similar size. The event also brings about nostalgia as former Littler Leaguers are reminded of when they participated in youth sports and get to share that experience with their family. With the Little League World Series unique attributes and high reach through broadcast and on-site attendees, sponsors look to activate in ways to play off the high family population and look to promote products or services that would highly resonate with families.

Honda Targets Baseball Families with Mini-Van Activation – As a 21-year partner of the Little League World Series, Honda has looked to tailor their activations around the event to appeal to families and the kids participating. Honda leverages the event to promote their Odyssey mini-van, having it appear in custom creative as well as providing shuttles to the event from local hotels. With plenty of families onsite at the event, Honda is promoting their family friendly vehicle and demonstrates its use during a time when parents will need the extra space to bring their kids to baseball.

Canon Provides Tournament Packages for Both Parents and Kids – At this year’s Little League World Series, Canon was promoting their Rebel camera in combination with their printer. Canon showed the two products on-site at this year’s Little League World Series where parents would be highly active in capturing their children’s on-field moments. Also, Canon created a player toolkit that was available for free on their website. The toolkit included scorecards, colouring books, and snack recipes and which was also promoted to be printed off using the Canon printer. Canon’s provided things that both the parents of the Little League Players would make use of during the tournament. Cannon’s approach looks to engage the entire family through their sponsorship.

Dick’s Sporting Goods Promotes their Youth Sports Service – Dick’s Sporting Goods uses the Little League World Series to promote their Team Sports HQ service which is an online portal that organizes youth sports teams, from scheduling to registration. They have created official Little League templates and offer it free to all users. With the high amount of families participating in youth sport attending or watching the Little League World Series, Dick’s has strong opportunity to promote their platform to an audience that will be interested in their product.

The Little League World Series is a unique event which attracts families invested in youth sport from all over. Sponsors recognize this crowd and look to activate at the event with products and strategies targeted to that demographic.

Originally posted by MKTG Canada

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Amazon and MKTG: Boost with FBA

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We all shop at Amazon. But did you ever stop to think about how the Amazon Marketplace actually works and who the sellers are that make it all possible?

Those are just a couple of the questions that the team at MKTG aimed to answer for our partner, Amazon.

In 2015, Fulfillment by Amazon (FBA), a division of Amazon related to its Prime sellers, decided it was time to celebrate their sellers in a huge way, and shine a light on a few of their prized products. Our challenge was to provide a forum for Amazon sellers to gather, learn how to optimize their businesses using Amazon, expand their reach, and also get valuable face-time with Amazon experts and of course with each other.

Enter the first- ever 2017 Boost with FBA Seller Summit, a 1,000+ seller attended premier event hosted at Pier 94, right in the heart of New York City. To kick off in proper Big Apple style, all attendees were treated to a welcome reception the night before at Tao, Downtown and a full-day of extra activities. At the main event, Amazon sellers from around the globe attended presentations and participated in over a dozen educational sessions, from Going Global to Inventory Management. They were also able to meet one-on-one with Amazon experts in Office Hours sessions to talk specifically about their businesses, as well as learn from some of the top sellers featured in the seller showcases throughout the venue. (more after the photo album…)

 

This was a highly collaborative effort where MKTG worked closely with our amazing partners at Amazon to curate, design, strategize and produce all creative materials and the events themselves from soup-to-nuts.

The feedback from sellers was overwhelmingly positive and we’re looking forward to working on the next one coming to a US city near you!

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Follow the Money: Ads on NBA Jerseys Open the Doors for Other Top Sports

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Five years ago, the NBA hired SRI, a sponsorship research firm, to analyze the possibility of an unprecedented move in major American sports: placing ads on jerseys.

The internal study assessed the value of the ad-on-jersey opportunity, which is widely popular around the world, from the English Premier League to India’s International Cricket League. Where there was money to be had, most major international sports bodies had cashed in. But none of the big four North American sports leagues — the NFL, the NBA, MLB and the NHL — wanted to take the first step.

There was hesitation within the NBA as the study proceeded. The chance for new revenue was clear, but it was harder to anticipate how fans would react. In the NBA, like almost every other pro sports league, the entire experience was already heavily branded: Teams sell rights to stadium names, mid-game entertainment, special seating sections and almost every panel of free space within the arena. TV broadcasts included another layer of advertising and sponsorship, including branded half-time analysis and in-game segments. The jerseys, it seemed, were the final remnant of non-commercialized purity.

For the rest of the article, click here

Article written by Will Jarvis, Advertising Age

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Written by Paige McConney
Paige McConney

July 18th, 2017 at 2:20 pm

Full Moon Music Festival Countdown

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Music has the power to inspire, captivate and create powerful emotional bonds between friends, family, consumers and brands. MKTG is a leader in the Lifestyle and Music Marketing space, having strategized and implemented many successful experiences and partnerships for some of the world’s biggest brands. This weekend in New York City, we will be taking our talents to Governors Island as an official partner of the Full Moon Music Festival on July 8th. If you’re in the area, please join us in enjoying what is sure to be a beautiful summer day in one of New York’s most idyllic settings and secure your tickets at www.fullmoonfest.com! Once you’re there, make sure to visit our client Don Julio and their Airstream truck in the park. In the meantime, our MKTG Entertainment Team has a few music festival tips to help prepare you for this awesome exploration of music:

 

Prep your Ears: Listen to These Songs by featured Artists before the Fest:

1. Almost There (feat. Mr Hudson) – Vic Mensa

2. Escape – Zimmer

3. Hollywood – Pat Lok

4. Fruit – ABRA

5. Hailu Mergia and the Walias – Awesome Tapes From Africa

6. Feelin’ Lovely – Connan Mockasin

 

…and check out the official Full Moon playlist on SoundCloud!

Prep Your Fest Schedule: These are our Must-see Full Moon Fest Artists

1. Vic Mensa – has toured / collaborated with J. Cole, Wale, Chance The Rapper, and Kanye West

2. Zimmer – perfect music for a chill summer day

3. Larry Heard – historic house music producer from Chicago

4. Connan Mockasin – truly unique

5. ABRA – originally from London, this R&B artist offers slow melodic vocals and intriguing beats

6. Axel Boman – groovy house music for some rest and relaxation

 

Come Prepared! Our Music Festival Necessities

1. Positive Attitude

2. Wristband / Ticket

3. Sunscreen

4. Hat

5. Sunglasses

6. Comfortable Shoes

7. Rain Jacket

8. Reusable Water Bottle

9. Portable Phone Charger

From all of us at MKTG, we hope you enjoy Full Moon Music Festival 2017!

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Written by Paige McConney
Paige McConney

July 7th, 2017 at 11:10 am

IBM’s Tony Awards Watch Party

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They say the lights are bright on Broadway and last month, the third annual Official Tony Awards Watch Party presented by IBM was the brightest star.

80 guests joined IBM for this buzz-worthy event, of which 35 were unpaid social influencers from theater, sports, and technology. Influencers included renowned actors and actresses and contributors to Playbill, Teen Vogue, and Essence Magazine. Check out some of their coverage here.

In 2014, MKTG identified a lack of attribution and conversation surrounding IBM’s partnership with the Tony Awards, during a social conversation audit utilizing proprietary listening tools. To combat this, MKTG developed a hosted viewing event for relevant voices in the theater, tech, and sports community to come together on Broadways biggest night. Since debuting in 2015, the IBM Watch Party has seen tremendous growth and fulfilled its goal of creating a common Tony Awards viewing experience and digital space for theatre aficionados to share in the excitement of the Awards while connecting back to IBM.

The event was revamped this year to continue to raise the bar of VIP influencer events and to creatively drive social conversations and real-life interaction between influencers and IBM. MKTG choreographed a series of unique content opportunities that showcased IBM’s Watson technology in relatable ways, from Chef Watson inspired drinks and chocolates to the infamous Watson Beat platform. 2017’s #WATCHPARTYIBM saw a 38% increase in social conversations and over 34 million potential impressions – this is doubled from 2016. Bravo team!

Take a sneak peek at the crowd-sourced Cinebody sizzle reel here and the photo gallery below!

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Written by Paige McConney
Paige McConney

July 6th, 2017 at 3:00 pm

SBJ: Raptors Latest Team To Land Jersey Sponsor, Signing Sun Life To Agreement

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Sun Life’s Raptors patch sponsorship is reportedly worth more than C$5M annually. MKTG negotiated the deal for Sun Life.

The Raptors are the ninth NBA team to sell a jersey ad patch, having signed a three-year deal that will put Toronto-based Sun Life’s logo on the jerseys beginning next season. Sun Life’s jersey patch will be the anchor of a CSR program promoting diabetes awareness and prevention.

Sun Life has run a similar program through a Celtics sponsorship which supports a regional “Dunk 4 Diabetes” program since ‘14. The Raptors’ patch sponsorship, which TSN is reporting is worth more than C$5M annually, will support a similar program across Canada.

“For a corporate responsibility program, we explained that the way to really authenticate was showing what the pinnacle of a healthy body can look like, with this sort of intimate association,” said MLSE Chief Commercial Officer David Hopkinson.

The deal includes rights with the group benefits, life insurance and retirement planning portions of the insurance/financial services categories, along with courtside signage, along with digital and social ad inventory for Sun Life.

The company has been a Raptors sponsor for four years and a sponsor of MLSE for seven years. “Our key insight here is that it’s not about the real estate,” said Hopkinson, adding that the deal took around six months to complete. “If you want to just buy impressions, there’s nothing like outdoor (advertising). If you want to stand for something, there’s nothing better than having a presence on the athlete.”

Sun Life’s other Canadian sports sponsorships include the Canadiens, Maple Leafs and the CFL. MKTG Canada negotiated the deal for Sun Life.

source: Sports Business Daily

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Written by Stephanie Rudnick
Stephanie Rudnick

July 6th, 2017 at 2:16 pm