quarta-feira, 30 de dezembro de 2009

Adidas and the World Cup – Great Example of 360 Marketing

Adidas launched the 2010 World Cup ball just hours before the group draw to take advantage of the noise around the event. To further amplify its launch, displayed an exhibit of giant models of the balls used in every World Cup since 1970, when the company started its partnership with FIFA, just outside the auditorium where the draw was taking place (below).

The generate expectation on the new ball design, the company put it on the exhibit, that started weeks before, covered with black fabric (below) until the date of the events.

The concept of giant balls was also used on the ponit-of-sales, in a model shop close to the place where the draw took place, which received exactly 2010 Jabulani (the name of the new ball) for sale (below).

In order to generate involvement with the media, Adidas sent daily newsletters on a countdown to the launch, providing information about each of the balls previously used.

terça-feira, 24 de novembro de 2009

Adidas and South African National Team – Raising Excitement and Involvement

Adidas found a spectacular way to engage the South African people and raise the expectations and the excitement around the World Cup.

A giant jersey of the team managed by Carlos Alberto Parreira will travel around the country, inviting people to sign it (above). Through the campaign website, people can follow where the shirt is.

The video below explains in details the promotion that will certainly call attention, generate a lot of buzz and media coverage.

sexta-feira, 6 de novembro de 2009

Nike e Arsenal – Taking possession of the tradition

Arsenal certainly has much more history than Nike. However, the company found a brilliant way to incorporate the tradition of the Londoner team.

The company launched the biggest football team picture (above), with 482 players and 14 managers who made Arsenal´s history, which will be exposed in the Emirates Stadium surroundings (making-of video below).

Even the name was given in order to link to the team tradition: The Spirit of Highbury, the former Gunners´ stadium. The full image can be seen on the club website: http://www.arsenal.com/news/news-archive/arsenalisation-special-spirit-of-highbury.

segunda-feira, 19 de outubro de 2009

Transformers 2 and Nascar – Perfect Fit

To promote the Transformers 2 – Revenge of the Fallen DVD / Blu-Ray release, Paramount innovated.

The company decorated the cars of Ryan Newman and Jeff Gordon with the visual cues of Optimus Prime and Megatron, respectively, in the October the 17th race (image below). Difficult to get a better fit…

To amplify the activation, the company partnered with ESPN, that ran a poll on which car was the favourite (check out on the video below).

None of the drivers won the race, but the film launching and the sport and film fans definitely did, a lot!
Source: Carlos Merigo, in Brainstorm9

domingo, 18 de outubro de 2009

Electrolux e Tennis (shoes) – Simply Brilliant!

I am going to have a little out of the blog subject (sport activation) post, but the Electrolux idea was so brilliant that it will certainly inspire us.

The main feature of the new Electrolux washing machine is the tennis shoes washing function. Therefore, the company advertised its product in the paper that goes in the tennis shoes boxes of several brands and models (below).

Little dispersion, creative, with guaranteed buzz, and, of course, low cost. Can you suggest any companies that could use this to activate their sponsorships?

sábado, 10 de outubro de 2009

Gillette, Nascar Young Guns and the Brazilian National Team – Excellence on different fronts

The last post was slightly out of the blog purpose. So, in this one I will talk about two very interesting activations from the same company, Gillette.

With three of the young talents (Carl Edwards, Kasey Kahne e Kyle Busch) Gillette sponsors, the company plays with its website users who can make the drivers write 25 characters messages with impressive moves (below). The videos created can be shared with friends, turning users into promoters of the brand.

Launching its sponsorship of the Brazilian Football National Team, Gillette put the country stars to shave themselves before a players press conference , taking advantage of the structure already set up. Timely and unusual way to promote the partnership, generating buzz and spontaneous media.

quarta-feira, 7 de outubro de 2009

Rio 2016 – Big win, disappointing activations

I waited a while to write this post because I thought it was worth waiting to see what the companies had prepared or were preparing to celebrate the victory of Rio de Janeiro to host the 2016 Olympics.

But I must confess I am (very) disappointed. One hell of an opportunity for the partners of the Brazilian Olympic Committee (BOC), of the candidacy itself, and why not, the 2007 Pan American Games to boost brand image and sales.

However, nothing innovative or impacting has been seen. Olympikus, BOC partner since 1999, made an interesting promotion with opinion leaders, but with little effect, perhaps betting on a viralization that did not happen. Minutes after the announcement, the company sent these people a kit (image below) with products, a video and a certificate, dated the day before the announcement, confirming that the company "knew" that the victory would go to Rio.

The other partners (or not) of the events/institutions mentioned above limited themselves to common advertisements... Too little for such a win and much less when compared to the amazing video (below), created by Fernando Meirelles’ O2, and presented at the International Olympic Committee.

Without a doubt, the most creative manifestation in relation to the Brazilian victory was the “Yes, we créu”, which came near the top of the Twitter Trending Topics, of unknown/popular creation.

terça-feira, 22 de setembro de 2009

Claro and the Argentine Football National Team – Using Sponsorship Internally

That the Argentine team is not doing well we all know. But Claro, its sponsor, has just released a very interesting video, describing what happens to fans following their team (below). The film, very realistic, uses peculiarities of the Argentine stadiums, such as the human avalanche.

However, the video main insight is the use of Claro employees as “actors”, each named in the film. A great way of also involving the company’s staff, generate a sense of unity and further motivate the team.

The final message closes on a high note: “We are all the same shirt. We are unconditional sponsors of the Argentine National Team.”

terça-feira, 1 de setembro de 2009

Nike and Corinthians/Adidas and Palmeiras – Healthy Rivalry

Sometime ago I talked about Nike being more active in the Brazilian football market, but did not say anything about Adidas, which also is. And the two rivals are having a very nice battle with their partnerships with the two biggest rivals in São Paulo’s football: Corinthians and Palmeiras.

Adidas, Palmeiras’ partner, launched, together with the teams 3rd uniform, a very interesting film explaining the uniform colours origin (below).

Shortly after, Nike did the same with Corinthians, launching a video that shows the process, from the shirt’s creation to the players using it (below).

Choosing the best one is a matter of taste of club passion. However, this battle is very healthy for Brazilian football, since it shakes the sport and brings more investment. I hope other companies (Reebok, Puma, Lotto, etc.) join them.

segunda-feira, 31 de agosto de 2009

Nike and Tênis – Another one Taking Advantage of the Date

Nike took advantage of the imminent start of the U.S. Tennis Open to launch its new look for the sport (next).

In an event with stars of today (Roger Federer, Rafael Nadal and Serena Williams) and the past (John McEnroe) and children from social projects in New York the company stopped the city streets (below) in an activation similar to that Sony Ericsson has made in Toronto.

Guaranteed buzz and spontaneous media (below).

terça-feira, 25 de agosto de 2009

Adidas and Athletics – Taking Advantage of the Date

Taking advantage of the Athletics World Championship in Germany, Adidas released a campaign with 7 major stars of the sport sponsored by the brand (Tyson Gay, Christine Ohuruogu, Allyson Felix, Jeremy Wariner, Veronica Campbell, Haile Gebrselassie e Blanka Vlašić).

The company created a series of films in which it compares the achievements of these athletes with daily tasks (see below).

I must confess that I was a little frustrated with some of the films/comparisons, specially because Adidas normally has great campaigns. However, Veronica Campbell´s one is very interesting...

quinta-feira, 20 de agosto de 2009

Sony Ericsson and WTA Tour – Recreating a classic

Sony Ericsson found a very interesting way to promote the Toronto tournament of the WTA Tour.

The company literally stopped the traffic at Yonge Street, one the busiest in Toronto, to promote a match between Ana Ivanovic and Caroline Wozniacki (see below).

The promotion is indeed very cool and it resembles a classic Nike ad in which Andre Agassi and Pete Sampras play against each other in the streets of New York (below).

segunda-feira, 17 de agosto de 2009

Puma and Usain Bolt – Perpetuating the Spontaneous

This Monday it is difficult not to talk about Usain Bolt and what he did on Sunday in the World Athletics Championship in Berlin. He does not really have competitors. He broke the 100m world record and won the world championship finals with great ease.

Before that, however, last Thursday, Puma came out with an amazing idea that will surely bring great results.

Exploiting once again the gesture the athlete perpetuated at the Beijing 2008 Olympic Games (above, in a Puma wallpaper), the company eternalized it in a foam model (below, in the press conference prior to the World Championship).

Making event more with the idea, the company launched a viral campaign (below) in which they “explain” why the foam model was launched: the constant request to repeat the move by everyone. Undoubtedly, the object has the potential to become a hit among the general public and even more with the young audience.

terça-feira, 4 de agosto de 2009

TAM and the Brazilian National Football Team – A Partnership that Took Off

Previously, I talked about the partnership between TAM, the biggest Brazilian airline, and the Brazilian National Football Team and how the company is using it to generate content for its on board media and to further consolidate its brand.

While writing this post, I am on board one of TAM’s planes and I can attest that the work is, indeed, being very well done. I am, at this moment, watching a mini-documentary of the team’s trip’s behind the scenes. There is also an Youtube channel with this content (watch one of the videos below) and a website with more information about the partnership and the various promotions the company uses to activate it.

On top of this content, TAM also painted the aircraft that took the team do the Confederations Cup (shown in the video above) and that now operates regular flights with football related themes. A clever way of putting regular people in their idols seats. Increasing the interaction, the company is now conducting a campaign to elect the painting of another aircraft, leaving the decision with its consumers (take a look at the options below and/or click here to vote).

quinta-feira, 23 de julho de 2009

Gatorade and Michael Jordan – Fair and Beautiful Tribute

Celebrating Michael Jordan’s induction to the Basketball Hall of Fame, Gatorade, one of his partners, has launched a celebratory range of products with pictures of him on the labels.

Moreover, to promote this limited edition, a scene of Jordan playing was reproduced using around 19,000 bottles of the drink (picture below, illuminated during the night).

Gatorade, intelligently, is still taking advantage of its relationship with of one of the biggest sports and sports marketing icons in the world, using another chance to promote its relationship with Jordan, generate spontaneous media and boost sales.

Note: I would like to quote one of MCE Insurance’s executives talking about the company’s British Superbike Championship sponsorship, since it is spot on with my beliefs about sports activation and fits with what I said in the Bridgestone and Formula 1 post: “... we have also launched Club MCE, giving existing and new customers money can’t buy BSB opportunities, such as grid walks, pillion laps and walk the track tutorials with leading riders”.

terça-feira, 21 de julho de 2009

Burger King and Getafe – Guaranteed Buzz

Burger King is now Getafe, the top flight Spanish football team, sponsor. And, just like in its communication, the company shows that creativity is a Burger King hallmark.

The company, apart from displaying its logo on the front of the jersey, as it is traditionally done (above), put the image of the King in the inner part of the jersey. Thus, if an athlete celebrates after scoring putting his jersey over his head, like the Brazilian Rivaldo used to do (below), the image of the King will appear (below).

FIFA curbs this kind of celebration, telling referees to give a yellow card to players who do so. Still, I’m positive this will become a fever among fans, or, as told earlier, a guaranteed buzz! I want mine, and it even comes with instructions (below).

Thanks to Fábio Kadow.

sábado, 18 de julho de 2009

Bridgestone and Formula 1/Felipe Massa – No Need to be (so) Creative

Bridgestone is the official Formula 1 tires supplier and sponsors Felipe Massa, the Brazilian driver current world championship runner-up.

Taking advantage of these relationships the company has launched a promotion that will surely increase sales: every consumer who buy a pair of Bridgestone tires in one of the official retailers will enter a draw to win tickets for the Formula 1 Brazilian GP.

The campaign includes TV ads (below - sorry, it's in Portuguese) and a website (http://www.arquibancadabridgestone.com.br/) in which consumers must activate their coupons and can get more information about the promotion.

Although I don’t like the TV ad and think the campaign could have offered priceless prizes (paddock access or an event with the driver, for example, even in a smaller amount), the promotion will certainly reach good results.

terça-feira, 14 de julho de 2009

Olympikus and Flamengo – Arriving in Style

Nike is really a lot more present and exploring better its properties in Brazil. One of the reasons for that is probably the lost of one of the biggest sports properties in Brazil, Flamengo, the Brazilian soccer team with the biggest amount of fans.

Olimpikus, the new club partner, did not take long to start promoting its relationship, what was more than necessary, since the brand is out of soccer for over 20 years and needed to start marking its (new) territory.

Apart from the new uniform launching party (picture above), the company released a new ad promoting the relationship (below). However, in my opinion, the highlight of the campaign is the company’s website (http://www.olympikus.com.br/), in which there are videos with fans, generating an almost instant relationship with the brand, since it makes that particular fan a brand ambassador because it “perpetuates” his passion for the club to the others (not mentioning the very low cost, since, if there was a payment, it was certainly irrelevant) - I´m sorry these videos are not in English.

terça-feira, 7 de julho de 2009

Nike Federer and Bryant – Taking Advantage of the Opportunity

A few posts earlier, I talked about Nike being more active in Brazil and how positive it is to the Brazilian sports market.

Today I will talk about two examples of how the company works so well around the world, taking advantage of the various opportunities its many sponsorship deals provide.

The first is the excelent, fun Kobe Bryant and Lebron James Most Valuable Puppets campaign (above the last video, right after the Lakers title) and that led to its own line of products (below). Again showing how sponsorship can (and should) be used to increase revenue.

The other is the tribute to Roger Federer, after the tennis player won his 15th Grand Slam title, becoming the biggest Grand Slam winner. With this quick video, Nike stated that it is not only Federer’s biggest partner, but also of many other top sporting stars (from the past and the present).

segunda-feira, 6 de julho de 2009

quinta-feira, 2 de julho de 2009

Nike in the Brazilian Football – Ownership Attitude

Nike has got two of the most important properties in Brazilian football: the National Team and Corinthians, the team with the second biggest amount of fans in the country and the biggest amount of fans in the largest Brazilian market (São Paulo).

The most curious fact is that the company is partner of both for quite a long time, but has recently become a lot more active in its activations (or at least it seems like).

Corinthians was the unbeaten regional champion and Nike, among other actions, launched the opportunity ad below, joking with Santos, the finals rival, and its mascot, a fish.

Months later, the Brazilian National Team won the Confederations Cup and Nike did it again, this time joking with the National Team nickname (canarinho*) and the dogs way of marking territory (below).

Now, with the Corinthians victory in the Brazilian Cup Nike releases a motivational video, similar to Barcelona’s in the Champions League final, that was supposedly shown to the players prior to the game (below).

I am very happy to see Nike, a benchmark company in sports activation, being more active in the Brazilian market.

segunda-feira, 29 de junho de 2009

Adidas All Blacks – Titanium & Integrated Cannes 2009 Bronze

In this post I´ll only say that the Adidas – All Blacks relationship won another prize, this time with “This is not a Jersey” And, just like the post about Nike and the Hong Kong basketball league, I´ll let the image above and video below do the rest.

domingo, 28 de junho de 2009

Viagogo Wimbledon – Boosting Sales and Relationship

Viagogo, Europe’s leading secondary ticketing company, launched a promotion / challenge that will surely boost its Wimbledon sales and strengthen its relationship with the British people.

All those who bought Wimbledon Men’s Final tickets on Viagogo will receive a 100% refund if Andy Murray becomes the first British to win the tournament in more than 70 years. According to estimates, the company expects to pay out around a million pounds in case that happens. This year the company has seen an increase on sales of more than 300%, which is credited in great part to Murray’s good chances.

Apart from the increase in sales and relationship strengthening with the British public, the proposal has had great repercussion. Considering that Viagogo will only have to pay if Andy Murray wins, the idea is just brilliant!

quarta-feira, 24 de junho de 2009

Nike Hong Kong Basketball – Cannes Design GP Winner

In this post I’ll only say that this Nike activation for the Hong Kong basketball league won the Cannes Design GP this year. The rest is up to the images above and video below. It’s not necessary to say more; that’s for sure.

terça-feira, 23 de junho de 2009

Adidas Chelsea – Sports and Social Responsibility Together

Adidas, Chelsea sponsor and provider, went beyond the sport partnership with the club also supporting the club’s social responsible activities.

Chelsea has a programme (Blue Pitches) which provides free-to-use pitches to incentive young people in west London to participate in grass roots sport. The link with the club is made clear by the colour of the pitches, blue (picture).

To promote this activity, of course, Chelsea used the team players who also took part in some training with the youngsters (video below).

The returns with such activations are diverse (from the social itself to brand image) and Adidas, the main Chelsea partner, is right and smart to be in it.

sexta-feira, 19 de junho de 2009

Subway Baseball – The Strange History of the Prizewinning Homer

I know that the purpose of this blog, as explained earlier and followed since, is to disseminate the best practices in sports activation. However, this time, I’m going to talk about one that had the potential of being great, generating free media and positive visibility and stimulating other actions, but ended up doing the opposite.

Subway, the American fast-food chain, has got, on the Minnesota Twins stadium, a target that awards a fan with 25 thousand dollars when hit by a ball in home-run hits.

During the game between the Seattle Mariners and the Twins, Ken Griffey Jr., one of the greatest baseball players in history, a Mariners’ athlete, hit a home-run in the Subway target. However, Subway informed that the promotion is only valid for home team players and, therefore, was not going to pay the money.

I don’t know (and I’ve searched for information about it) how, where, etc. the rules of the promotion were disclosed, but regardless, the role thing was not well handled. What was supposed to have great impact ended up generating an awful return.

Please, if any of you has more information about how this history ended, share with us. The blog is opened, of course, for members of the company to clarify the facts, in case they do not reflect the truth.

quarta-feira, 17 de junho de 2009

Guinness Rugby – Taking up a Sport

Some posts ago I spoke of what Heineken did with UEFA Champions League, using icons of the competition (especially the theme song) to take up the event.

Guinness with Rugby, however, went even further. Through a long partnership with the sport, the brand consolidated deeply in the rugby universe and its fans minds (the video below is part of the 2007 Rugby World Cup activation).

Guinness was able to be so inside rugby that today it’s got a full range of rugby like clothing with its brand for fans (pictures below). Demonstrating, once again, that investment in sport serves as a tool for leveraging revenue, this time through the extension of the brand to new markets.

sábado, 13 de junho de 2009

Ale Rally dos Sertões – Modernizing the Cliché

Ale, a Brazilian fuel distributor, found a way to renew a cliché activation, but which is still effective.

The company owns the Ale Rally Team and, to promote its participation on the Rally dos Sertões (the biggest rally competition in Brazil), is using the famous strategy of encouraging people to send motivational messages to its athletes. The difference and, why not, the innovation is the use of Twitter.

A simple, cliché, but effective way to leverage engagement and amplify the sponsorship. To access the Ale Team page, click here (unfortunately, it is in Portuguese only).

quinta-feira, 11 de junho de 2009

Nike Brazilian National Team/Ronaldinho – Recalling Great Moments

Since I’ve talked about Nike in my last post, I’m now going to remember two brilliant activations the brand has done.

The first one is from a series of very fun videos made with the Brazilian national team, in which it shares a bit of the behind the scenes with the general public. The brand used the team very well and made clear its relationship with it, further strengthening the relationship between the team, and therefore the brand, with the Brazilian people. Watch it below.

The second was a spectacular viral that the company created (more than 29 million views) taking advantage of a moment of brilliance from Ronaldinho. The video in which Ronaldinho kicks the ball several times in a row on the post spread through the web in an unbelievable way, generating spontaneous media, an intense discussion about its veracity and content to competitions created by various players. Watch it below.

terça-feira, 9 de junho de 2009

Nike Canarinho – Branched Sponsorship

Nike was able, sort of indirectly (maybe not so), to add even more value to its Brazilian National team sponsorship, generating greater involvement with the brand target and increasing revenue.

The company launched the Canarinho Movement (http://www.movimentocanarinho.com.br/), which praises the Brazilian way of being, highlighting some of our people main characteristics, like the swing and irreverence, always referring to football.

Within this movement there are several nuclei ranging from radio stations to art exhibitions. Of course, there is also a whole range of products with the theme, with fun and playful designs (pictures below).

P.S.: Canarinho is a small yellow bird very common in Brazil which happens to be the Brazilian national team nickname.

sábado, 6 de junho de 2009

Jet Blue and the Dodgers – Clever

On the opening day of the Los Angeles Dodgers, one of the most traditional baseball franchises in the United States, current season, the team and its sponsor Jet Blue had a very clever idea.

In the traditional line-up announcement, instead of the players coming out of the dugout, they came out of the stands. And, for them to descend from there, a ladder just like the ones used by the airline in its aircrafts was placed (picture besides, from www.partnershipactivation.com).

A very creative, simple way to leverage visibility for the partner, while bringing fans closer to their idols.

quarta-feira, 3 de junho de 2009

Timex and Avon Ironman – Turning Sponsorship into Revenue

Several times, in sponsorship agreements, companies overlook important rights such as brand usage and licensing, which could transform the deals into revenue generators.

This, however, didn’t happen to Timex, that, a long time ago, launched a watch that became an icon in the running and fitness universe, the Timex Ironman (at least in Brazil it went this way). I myself had one, the first model (I unfortunately couldn’t find its pic).

Avon is now following the same path with its Ironman perfume, which, I’m pretty sure, if well advertised to the right public, will achieve great results (the sweat/good smell relationship can be very creatively explored).

Unfortunately, I don’t have any company numbers about these products. If one of you does, please, share with us.

segunda-feira, 1 de junho de 2009

TAM Brazilian Soccer National Team – Reinforcing the Relationship

TAM, a Brazilian airline company which sponsors the Brazilian soccer national team, in June, took advantage of some of the communication channels it already has with its consumers (its on board TV and magazine “TAM on the clouds”) to reinforce its close relationship with the national team.

In this issue of the magazine, the cover (image below) displays Robinho, his partner Elano and leads to more than 20 pages of content about the team, its players and inside information

The on board TV showcases some of the players talking about soccer, the national team and trip tips in the countries where they live (in my case, I watched Julio Cesar, Inter Milan’s goalkeeper), a simple and playful way to link with the company’s business.

Considering that Brazil will play two World Cup qualifiers games and the Confederations Cup in June, the date couldn’t fit better. With relevant content and entertainment, the company was able to reinforce its position and relationship with one of the biggest Brazilians passions.

Click on the cover below to access the magazine webpage and its content (also available in English).

quinta-feira, 28 de maio de 2009

UEFA Champions League – Making the most of the Opportunity

Unfortunately, I could not watch the UEFA Champions League final due to professional issues, as should have happened to many others, mainly in Brazil. However, I am sure that few failed to notice the various brands involved in the event.

Reebok, for example, released an opportunity add using two of its players (Henry and Giggs).

Nike made a promotional campaign with Barcelona in which fans could personalize their team kit and, following a promotional mechanic, exchange them with the team's players, the famous priceless prize. The website http://nikefootball.fcbsomosuno.com/ has more information about it.

segunda-feira, 25 de maio de 2009

Adidas All Blacks – Excellence in series

The relationship between Adidas and the All Blacks, the New Zealand rugby team, is perhaps the best explored by a sponsor. The sports brand has already held numerous activities powering this partnership.

One of the most striking was "Bonded by Blood", in 2006, in the launch of the annual team poster. Adidas, literally, took the athletes’ blood and, of course, after some treatment, used it in the printing of a number of posters that were presented to consumers who purchased a team jersey, leveraging sales, generating buzz and spontaneous media all over the world. It also helped enhance the involvement with the New Zealand people.

More details of this activation, which won several awards at the time, can be seen in the video below.

sexta-feira, 22 de maio de 2009

Red Bull Racing – Simply Amazing

I believe most people share my belief that Red Bull is one of the companies that best make use of sports as a marketing tool and best activates its properties.

In the activations that can be seen on the videos below, which took place in 2007 and 2008, the company further enhanced this perception. Red Bull took its Formula 1 racing car to the streets of two of the biggest Brazilian cities (São Paulo and Brasília). This had phenomenal impact, generating buzz, spontaneous media, content for web, viral, etc. .. Almost the full package.

The undoubted success can be proven by the continuity of the action. I hope they keep this way.

São Paulo


terça-feira, 19 de maio de 2009

Heineken on Champions League – Marking its Ground

I believe everyone knows Heineken sponsors UEFA Champions League. It’s very clear, since the brewery is always reinforcing its position. Its ads on the opening and closing of the broadcasts, with the famous lyrics of the start of the games (“These are the Champions”) don’t allow this to pass unnoticed.

UEFA surely agrees with its media partners a preference to sell the broadcast sponsorship to the event sponsors. However, they don’t have to exercise this preference. Therefore, congratulations to Heineken, who does it with a lot of competence, what can be seen on the videos below.

sábado, 16 de maio de 2009

(David Fuller’s tip: http://www.yachtsponsorship.com/)

This post starts with the picture above following the saying: “a picture says a thousand words”. Hugo Boss, who already uses its sailing sponsorship and its gorgeous images to spread very cool pics and videos through internet (above), this time, innovated. They joined together sailing and wakeboard and generated unique images that are surely being spread on the web.

Photo copyright Mark Lloyd

quarta-feira, 13 de maio de 2009

Nescau Xpression Session – Generating Excitement

Radical sports are extremely rich in amazing images and moves. Surf, for its scenario, is almost perfect. Nescau, the Brazilian market leader in powdered chocolate, shines in its Super Surf, the Brazilian surf championship, sponsorship.

The brand not only sponsors the event, but “owns” one of the most exciting moments: the Expression Session, a moment in which all the athletes go into the water together and the one who makes the best trick is the winner. The brand dresses the athletes up with its colours (red and yellow) and the excitement takes the public on the beach, who can’t take their eyes off of the sea.

This action generates more exposure for the brand in the event and in the media coverage and provides several extras, like content to the brand website, promotional opportunities, relationship with the spectators on the beach and at home, images for packaging and several others. Of course, the concept of the action aligned with the brand’s concept is essential.

This action was piloted by the brand’s agency (JWT), together with the event promoter (Abril) and, of course, Nestlé marketing and communications teams. I had the pleasure of taking part in the sponsorship activation for the public on the sand (with Aktuell), a case I’ll share with you in a later post.

Take a look at the Nescau Xpression Session in Porto de Galinhas 2008 in the video below. It’s really exciting!

segunda-feira, 11 de maio de 2009

Mic Label – Another simple and effective

Back to simpler ideas that leverage return, this small label / sticker placed on the top of the microphones during collective interviews guarantees the brand exposure whichever filming angle the TV network chooses. I don’t know who the first to use it was, but it is definitely clever and is being spread. Here you can see it being used by Grêmio and Corinthians. The pics are very small, but it looks good on TV.

quinta-feira, 7 de maio de 2009

Adidas Euro08 - Huge and effective

In the last post I talked about a simple and effective activation. In this one I’ll remember a not that simple one, but it is one of my favorites. Alright, it’s not that up to date, it happened during Euro 2008, but it’s worth remembering. Adidas, with an image of the goalkeeper Peter Cech in a Vienna Ferris wheel, marked its territory as an event sponsor. Take a look at it in the morning and during the night.