Archive for the ‘MKTG’ Category

MKTG Charlotte – Hurricane Harvey Relief Fund Fundraiser

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In September, MKTG Charlotte partnered with a local restaurant in Uptown Charlotte, 204 North, to host a fundraiser for the Hurricane Harvey Relief Fund. They chose a day and time frame where 15% of all food and beverage sales were donated to the fund. They pushed the fundraiser in many ways to raise the most money possible, including creating a graphic to distribute, spreading the word on social and inviting family and friends to attend! In total, the MKTG efforts resulted in $200 raised for Hurricane Harvey relief!

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Written by Paige McConney
Paige McConney

October 18th, 2017 at 9:12 am

Brands Should Be ‘Fearless’ In Sponsorship Marketing

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Brands with smaller budgets need to be “fearless” when it comes to sponsorship marketing, Colin O’Toole, marketing manager for the Cadbury Premier League Partnership, has said.

He added that businesses also need to put their trust in the agencies they work with and make sure they are fully behind the strategy.

O’Toole was speaking on a panel held by MKTG today called The experience economy: driving business value through sponsorship and shared experiences.

He said: “We have a lot of smaller brands and they don’t have the budget that Cadbury has [such as Green & Blacks]. You need to focus on what you are trying to do, so on one metric and [be brilliant on that].

“Be fearless about what you’re trying to do. If you don’t take a risk you’re going to get lost, but there’s a fine line between fearlessness and stupidity. You’ve got to trust agencies that they will do their job and give you the best advice and then you have to back them.”

O’Toole explained that the campaigns that Cadbury’s has been able to deliver successfully are ones that the brand has “pushed the boat out a little” but has remained within its values.

 

Read the rest of the article here

Article written by Gurjit Degun

 

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Written by Paige McConney
Paige McConney

October 13th, 2017 at 10:42 am

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

Who is Your Favorite Past Celebrity Endorser?

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MKTG members Kyle Goncalves, Geoff Biss, Marlie McLaughlin and Katherine Allen get together and discuss their favorite past sponsorship deals, why it appeals to them and how it has made an impact within the industry.

“Tony Hawk’s Pro Skater video game series was a trailblazer in bringing skateboarding into mainstream and sponsorship culture.” — Kyle

KYLE:

Tony Hawk’s Pro Skater shaped the world of skateboarding – it was more than just a video game. This popular series was one of the first and leading platforms, catapulting the sport into mainstream culture. To some, skateboarding was seen as a rebellious activity, but I believe that has shifted due to the work and talent of Tony Hawk as the series brand ambassador. In the late 90s and early 2000s, Activision (video game publisher) leveraged one of the best skaters of all time (Tony Hawk), and created a sense of credibility on a fun platform that allowed room for consumers to truly engage in skateboarding culture. The series and work of Tony allowed the industry to embrace the sport which created a new world for a variety of sponsors to dive into.

Whether you skateboarded or not – you knew the name and importance of Tony Hawk. Tony Hawk as a face for the series was a perfect choice due to his high performance and demeanor. He elevated the sport which opened the door for sponsors to consider skateboarders as marketable athletes – he definitely paved the way.

KATHERINE:

“Peyton Manning’s persona is strategically highlighted in MasterCard’s Priceless campaign” — Geoff

 

To read the rest of the article, click here 

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Written by Paige McConney
Paige McConney

October 9th, 2017 at 6:47 pm

MKTG Westport: Toiletries for Troops Initiative

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All year long the MKTGers of Westport, CT collect toiletries from our business trips, homes, and dollar stores to donate to A Project from the Heart, a local organization in Fairfield, CT that sends packages to our troops overseas. Our troops are always in need of these small items while living away from home. We feel it is important to give back to the troops to say thank you for all they do. Below are letters that A Project from the Heart has received from troops expressing their gratitude for the packages. This definitely makes us smile!


 

 

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Written by Paige McConney
Paige McConney

October 9th, 2017 at 10:59 am

Head of US Digital, Gavin Blawie, Speaks at Advertising Week New York

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Yesterday, on the final day of a very busy Advertising Week in New York City, our very own Gavin Blawie (Head of US Digital) participated in a panel entitled, The Power of the Fan: How to Win Them (& Their Friends).  In front of a packed audience at the Liberty Theatre in Times Square, Gavin joined Nicholas Carlson (Editor in Chief at Business Insider’s popular channel: Insider), Jeff Gregor (CMO and Chief Catalyst Officer at TNT & tbs), Walker Jacobs (Chief Operating Officer at FANDOM), and Christopher Vollmer (Global Entertainment and Media Advisory Leader at PwC) in a discussion about how to engage sports fans in a true, honest way.

Gavin shared with us his three takeaways from the panel including:

“In a social era, fans are the cornerstone of every modern marketing effort, for they converse and share in communities self organized around what they care about most. 

“Whether it’s lifestyle or digital, all smart brand marketers connect and amplify on social through fans. It works because people believe people, and a fan can help convert non-fans faster and cheaper than brands can.”

“Smart marketers need to build on organic fan conversations, and complement them through the lens of making the fan experience better, richer, and more sharable”

Gavin received great feedback including this from the organizer: “Gavin, you added a ton to the conversation. I know Nicholas was really grateful!” For those of us in the audience, we can surely vouch for that! If you’d like to view the entire panel, it’s been posted here.

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Written by Mary Kate Pleggenkuhle
Mary Kate Pleggenkuhle

October 2nd, 2017 at 9:27 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

MLSE agrees to record arena rights deal with Scotiabank

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Maple Leaf Sports & Entertainment has agreed to a landmark 20-year sponsorship agreement with Scotiabank to rename the Air Canada Centre, TSN has learned.

The agreement is worth about $800 million (Canadian), according to three sources familiar with the matter. Under MLSE’s previous agreement with Air Canada, struck in 1999, the airline paid about $4 million per year.

The agreement with Scotiabank, which will see the downtown Toronto arena renamed the Scotiabank Arena next July 1, is believed to be the highest-priced annual building and team sponsorship in North American sports history.

David Hopkinson, MLSE’s chief commercial officer, said in an interview that he received serious offers for the arena naming rights from eight companies.

“To be honest, it wasn’t that difficult to find interested suitors,” Hopkinson said. “This is already firmly established as Canada’s premier entertainment venue… We felt we had a very good sense about what the market would bear and Scotia and ourselves have agreed on what that number should look like.”

Arena naming rights have become a major revenue source for pro sports teams. Financial services companies such as Scotiabank, in pursuit of new young consumers, have become prime buyers.

Click here to read the rest of the article

Article written by Rick Westhead, TSN Senior Correspondent

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Written by Paige McConney
Paige McConney

September 5th, 2017 at 10:22 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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MKTG INSIGHTS: PICKS OF THE WEEK – AUGUST 28

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#1

Beats by Dre Releases new spot ahead of Mayweather McGregor

Beats by Dre has released a new ad featuring UFC fighter Conor McGregor, in advance of his highly anticipated “fight of the century” versus Floyd Mayweather. The ad features a young Irishman hanging out with his friends on their way to a boxing match at a local gym in Ireland. These scenes are interspersed with clips of present-day McGregor getting ready for his training, and entering the ring, and ends with the phrase, “Above the Noise”. McGregor is well-known for his brash attitude, charisma, and willingness to enter into any form of trash talk with his opponent (especially Floyd Mayweather). In his career, McGregor has become “notorious” for making bold predictions, often while being severely doubted by his opponents and the media; however, he has risen to the top of the fighting world by delivering on these predictions. For this reason, McGregor seems like an excellent fit for the brand. In the past Beats has leveraged confident, but often maligned athletes such as LeBron James, Kevin Durant, Draymond Green, and Colin Kaepernick and used their product as a euphemism for the athletes drowning out the naysayers. Leveraging McGregor is also a potentially risky strategy by Beats (now owned by Apple) as he has been willing to cross the line into politically incorrect territory when trash-talking with his opponents. Beats will have to ensure that McGregor does not venture too far off brand for Beats which is always a risk when partnering with outspoken athletes.

#2

Pepsi releases exclusive Snapchat Filters

Pepsi Canada has teamed up with Snap to release 20 exclusive Snapchat Lenses. Each Pepsi Lens can be unlocked via specially designed Snapcodes on select Pepsi products. Pepsi utilized Snap’s creative social platform in order to connect with consumers and enhance the way they share their summer experiences. Lenses will unlock for one hour, with the option to scan and unlock multiple times. Each Snapcode design features an illustration that provides a sneak peek into the Lens. A similar experiential activation concept has been used before by Pepsi’s main competitor, Coke. The Play a Coke campaign involved consumers downloading the Play a Coke app, scanning the bottle, and receiving a select playlist on Spotify. Although the two concepts are similar, Pepsi did a great job at simplifying the process by using an app that most smart phone users already have downloaded and distributing specialized content through this platform. This reduces the risk of consumers not being able to access or engage the content for free. Snap it with Pepsi appears as a great fit for both partners, delivering fresh content to Canadian summer enthusiasts. They have taken the next step in enhancing their abilities to engage audiences through downloadable and experiential material.

#3

Forever 21 releases new collection with Future’s creative director

Forever 21 has created the Cease x Hendrxx x Forever 21 line and it is spearheaded by musician Future’s creative director Fred Foster, who started the streetwear brand Cease and Desist. The collection will feature athleisure items with Future’s Hendrxx branding and bold type. This partnership gives fans who do not have the time to wait for hours in line for exclusive pop-up shops or the money to afford resell prices, an opportunity to buy an artist’s exclusive line. Forever 21 has come under fire for stealing the likeness of artists without their permission, which has resulted in numerous copyright infringement lawsuits. Partnerships like this alleviate that reputation and are the closest way for Forever 21 to emulate music and streetwear authentically without infringing upon any copyright. With exclusivity being the primary force behind high resell prices on items with high demand and low supply, more artists may look to this strategy as a way to give fans more accessible merchandise.

Picks Of The Week Originally Posted by MKTG Canada

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Written by Mary Kate Pleggenkuhle
Mary Kate Pleggenkuhle

August 29th, 2017 at 11:32 am