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June 2012Focus on banks and financial institutions
Sport & Music Sponsorships 2012
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Today
1. Activations in Sport Sponsorship: Bank and Finance
2. Activations in Music Sponsorship: Bank and Finance
3. Sponsorship and the NBA: Digital, Social Media, +
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Case Studies of Sponsorship ActivationBank and Finance
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Santander F1Ferrari, Button & Hamilton & Title Sponsors
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Dedicated web portal Facebook, content & gaming You Tube challenges
Branded credit cardsAppearances / InstallationsHospitality / Partnerships
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Santander F1Longer format content. AFP ?
Awareness. Branding. Content. Partnerships. Innovation.
Santander Statistics F1 clip goes in here.Or… the animation of London F1 city centre
animation
(both on yourtube)
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Santander Futbol Pasion
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Banamex
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Assets. Promotions. Great commercial. Not brought to life.
Ned’s Journey to the SuperbowlNFL - Visa
Visa NFL_ Ned_s Journey To The Super Bowl (extended version)
on youtube)
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Ned’s Journey to the SuperbowlNFL - Visa
Promotions Social Media – Events Page Social Media On-going
AdvergamingYouTube TV Spot
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Assets. Promotions. Great commercial. Not brought to life.
Ned’s Journey to the SuperbowlNFL - Visa
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American Express US Open
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CourseCast Radio & TVChampionship Experience Museum & touchscreens
Championship ExperienceSwing analysis, giveaways, fitness
Interactive walls News, leaders, fun facts
Members VIP Chalet inc. B2B and partners
Mobile apps & SocialMembers Concierge
& US Open
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American ExpressUS Open
Innovative, relevant, utility, loyalty. Social sharing.
American-Express-Golf,-US-Open-2011
on youtube)
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DNB BankingSponsorship of Norwegian Broadcasting Boys Choir
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Relevance. WOM. 2m calls. (Pop. 4.9m)
on youtube)
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Seattle Bank Debit CardUltimate fan card with the Seahawkes
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Simple. Personal. Easy to leverage players and in-stadia.
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Best Activation in Music SponsorshipBank and Finance
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© Havas Sports & EntertainmentSource: Havas Sports & Entertainment 2011
76.7% of festival fans have a positive perception of activations
36% of fans agreed that they are more likely to purchase, as
a result of the sponsorship
32.5% of fans at festivals would visit the brands’ website once the
festival was over
Music Festival Study Insights Fans are willing to embrace brands
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Barclaycard Wireless FestivalVisa, MasterCard NFC & RFID
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payband
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KBC BankToday’s Youth for Yesterday’s Youth
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Engaging. Community. Fame. New customers. Loyalty.
Today_s Youth For Yesterday_s Youth
on youtube)
KBC BankToday’s Youth for Yesterday’s Youth
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Heineken Jammin’ Festival
Cool Down Zone Main Stand The ‘Served Extra Cold Experience’
Heineken Beach ZoneSports CenterBody Painting
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Sponsorship in the NBA & BasketballDigital & Social Media
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NBA Social Media Awards
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Real time, player driven, interactive, mainsteam coverage.
NBA Social Media Awards
First Annual NBA Social Media Awards - June 20 on NBA TV
on youtube)
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American ExpressInside the Dream / NBA
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Unique Content. No fan involvement. Low views & shares.
American ExpressInside the Dream / NBA
Amex inside the dream films
(on youtube)
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Tijuana flats
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Liquid Content. High redemption (12k). 25% new customers.
A Taco Is A Terrible Thing To Waste
(on youtube)
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NBA 2012 Sponsorship Highlights
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ING-DiBa – Dirk Nowitzki
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ATL, Outdoor, geo location, innovation, mobile and social.
ING-DiBa – Dirk Nowitzki
Free Throws like Dirk Nowitzki presented by ING-DiBa
(on youtube)
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WARNING!!!!Compliance with ASA
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Contracts. Tweet. #endorsement #spon
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Experiential = social•Real life activity becomes social currency to share
Online & Digital•Online experiences hype, extend and engage
Utilities & Fun•Practical information, integrated into entertaining content
Innovation•Opportunity to innovate and stand out. Next big thing - NFC?
Rights•Activation must start with asset audit and usage rights
Thought Starters
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What’s the story…To tie in with Euro 2012, and not being an official sponsor of this major sports event, the brand came up with an innovative and interactive campaign that features its primary assets and celebrates a new generation of motivated players
Can you find the hidden features?The “My Time Is Now” campaign promotes this new generation of players, the new Clash boot collection, and includes a three-minute video featuring members of the teams from France and HollandRather than creating a film for TV and running it online, they created a film for the internet, of which a version also runs on TVThe film integrates different types of content, interactions and experiences, thus testing the viewers’ desire to learn, their knowledge of the game, and their hunger to succeed- the defining qualities of a modern player
Nike – My time is now
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ChallengeCreate a digital plan around the UEFA Champions League rights and related ambassadors communicating both locally in Europe and internationally among MasterCard cardholders and football fans
ActivationMasterCard has built an activation strategy around digital channels:Website: MasterCard cardholders who apply for UEFA Champions League tickets with their cards will have the chance to win prizes including tickets for the 2011 FinalFacebook: Through MasterCard's corporate Facebook page, MasterCard set up ‘the Big Shot” online game contest where fans could enter to win match ticketsAmbassador: Pierluigi Collina, one of the most famous referees in the football history shares memories of unforgettable matches and his proudest moments on MasterCard's Champions League page
ResultsThe activation is still in progress – as the Facebook activation is housed on MasterCard's corporate page there are no dedicated following for the activations
MASTERCARD CHAMPIONS LEAGUE DIGITAL
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ChallengeLeverage MasterCard’s MLB rights in support of a cancer awareness foundation Stand Up To Cancer
ActivationMasterCard created an activation strategy both in stadium and onlineLive: Fans stood up to cancer during MLB games where thousands of fans stood up during Game 3 of the World Series to be part of MasterCard's groundbreaking "Priceless" momentOnline: A dedicated Facebook page was built for the campaign, for every like of the SoMe page, MasterCard donated $1 to the foundationAmbassador: Jake Gyllenhaal joined the MLB & Stand Up To Cancer team in the fight against cancer. Web video on YouTube was diffused in baseball news and fans websites
Results:MasterCard is a principle sponsor of the program and have, in associated with the MLB, to pledge $30M in donations to the organization
MASTERCARD MAJOR LEAGUE BASEBALL CSR AND DIGITAL
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ChallengeCreate programs using online engagement platforms to interact with fans directly at MLB games and those attending
ActivationMasterCard created a digital activation strategy both in stadium and online around several online platformsMLB Dreams: Consumers interact with “Joe” (ambassador) and use their phone to upload their priceless baseball story or moments which can be mixed into a video montage which was posted on the site where winners are chosenCheck In: MasterCard holders and Yankees fans can win VIP seats for Yankees' matches while at the game by checking into the stadium via mobile phonesPriceless Perks: Priceless Perks is an online portal that offers MasterCard cardholders and MLB fans special offers and exclusive savings. Baseball fans can possibly receive complimentary tickets through MasterCard Sweet Seats on the site
ResultsNearly 100K fans submitted their story to MLB Dreams
The Check Into the Ballgame App reached over 100K fans
MASTERCARD MAJOR LEAGUE BASEBALL DIGITAL
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AXA – The weeping house
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