tag:blogger.com,1999:blog-1017243997348392572024-03-13T12:40:55.788-07:00Ativa Esporte - EnglishA blog dedicated to promoting the best practices in sports investments activation. Para a versão em português desse blog: www.ativaesporte.com.br
Join our group on LinkedIn / Entre no nosso grupo no LinkedIn: http://www.linkedin.com/groups?gid=2637862&trk=myg_ugrp_ovrGuilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.comBlogger52125tag:blogger.com,1999:blog-101724399734839257.post-31245494428825743682010-03-19T13:15:00.000-07:002010-03-19T13:20:27.267-07:00Hershey and the NHL – Celebrating the momentHershey, the chocolate brand, has agreed a sponsorship deal with NHL and found an unique to celebrate the agreement.<br /><br /><div align="center"><a href="http://3.bp.blogspot.com/_HbHWMVgJv2M/S6Pb4E7JAxI/AAAAAAAAAXM/0-qTr5D9lO0/s1600-h/Post+52+-+Chocolate+Stanley+Cup.jpg"><img style="WIDTH: 320px; HEIGHT: 214px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5450441730489385746" border="0" alt="" src="http://3.bp.blogspot.com/_HbHWMVgJv2M/S6Pb4E7JAxI/AAAAAAAAAXM/0-qTr5D9lO0/s320/Post+52+-+Chocolate+Stanley+Cup.jpg" /></a></div><br />The company ordered a real size chocolate replica of the Stanley Cup, the trophy awarded to the season champions (above). Watch below the making of the piece, which took 12 hours and more than 150 pounds of chocolate.<br /><div align="center"><object width="480" height="295"><param name="movie" value="http://www.youtube.com/v/mDxBC44yguE&hl=en_US&fs=1&"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><br /><embed src="http://www.youtube.com/v/mDxBC44yguE&hl=en_US&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="480" height="295"></embed></object></div><div align="center"> </div><div align="left"><br />Following the agreement, the company will launch a campaign to take consumers to the Bridgestone NHL Winter Classic, which takes place on a baseball stadium. However, I’d really like to see the brand launch products related to the partnership (anyone sad a chocolate puck?). What about you, what would you suggest as activation for the company?<br /><br />Sports marketing, activation, sponsorship, Hershey, NHL, Stanley Cup, Chocolate</div>Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com1tag:blogger.com,1999:blog-101724399734839257.post-19027657521232342842010-03-11T08:22:00.000-08:002010-03-11T08:29:49.794-08:00McDonalds and the FIFA World Cup – That’s really pricelessMcDonald’s sponsors the FIFA World Cup for quite a long time and always use one of my favourite activations, since it is a brilliant tool to boost Sales: the Flavour World Cup, with thematic sandwiches of each of the countries taking part on the tournament (watch, below, the 2006 video).<br /><br /><div align="center"><object width="320" height="265"><param name="movie" value="http://www.youtube.com/v/1nvzevq1jvg&hl=en_US&fs=1&"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><embed src="http://www.youtube.com/v/1nvzevq1jvg&hl=en_US&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="320" height="265"></embed></object></div><br />In this year’s World Cup, the company has added one more promotion to its activation of the biggest sport event in the world. McDonald’s will take five children to South Africa with the Brazilian national team, an indescribable experience! The TV ad is very cool, with the idea oof entering a shop X entering the pitch (below).<br /><br /><div align="center"><object width="320" height="265"><param name="movie" value="http://www.youtube.com/v/V8vlDzQyVSM&hl=en_US&fs=1&"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><embed src="http://www.youtube.com/v/V8vlDzQyVSM&hl=en_US&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="320" height="265"></embed></object></div><br />To take part, you have to send a video, photo, drawing, etc., to the <a href="http://www.sonhodecraque.com.br/">website</a> about the theme “I’m going to the FIFA World Cup in South Africa with Brazil” e hope to be the most voted. What about the other participating countries, have they done the same? Anyone can post here other examples?<br /><br />Sports marketing, activation, McDonald’s, World Cup, FIFA, sponsorshipGuilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-61290776017905998032010-02-09T12:19:00.001-08:002010-02-09T12:39:45.940-08:00Coke and The FIFA World Cup Tour – And that’s real brand experienceAfter posting about <a href="http://www.ativaesporte.com/2010/01/coke-and-fifa-world-cup-tour-taking.html">Coke brilliant use of its FIFA World Cup Tour sponsorship</a>, I had to go to the event. Some of the readers of the blog had already told me, and believe me, it is worth it, indeed worth it.<br /><p align="center"><a href="http://4.bp.blogspot.com/_HbHWMVgJv2M/S3HDpRjDqjI/AAAAAAAAAWU/owrCR74K1Fs/s1600-h/Post+50+-+Coke+seats.jpg"><img style="WIDTH: 240px; HEIGHT: 320px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5436341339065395762" border="0" alt="" src="http://4.bp.blogspot.com/_HbHWMVgJv2M/S3HDpRjDqjI/AAAAAAAAAWU/owrCR74K1Fs/s320/Post+50+-+Coke+seats.jpg" /></a></p>The brand is present throughout the experience, from the walls to the furniture, which uses disposable plastic bottles (above). The best contact point with Coke, surely, is the history of the World Cup room. Apart from the balls, newspapers’ front pages, and Pelé images, it is decorated with wallpapers and has its temperature controlled and smells like the soft drink, giving the feeling of being inside a bottle of the product (below). That is, the product is present without disturbing the public. Genius!<br /><p align="center"><a href="http://4.bp.blogspot.com/_HbHWMVgJv2M/S3HDppMCPCI/AAAAAAAAAWc/XI0FnD99QOA/s1600-h/Post+50+-+Coke+wall.jpg"><img style="WIDTH: 240px; HEIGHT: 320px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5436341345411284002" border="0" alt="" src="http://4.bp.blogspot.com/_HbHWMVgJv2M/S3HDppMCPCI/AAAAAAAAAWc/XI0FnD99QOA/s320/Post+50+-+Coke+wall.jpg" /></a></p>People have the chance to play, watch a 3D video, learn about South Africa and the World Cup, drink Coke and, finally, they are next to the host, taking home a picture as a final gift from the brand. The brand, of course, is there.<br /><p align="center"><a href="http://4.bp.blogspot.com/_HbHWMVgJv2M/S3HDp2ZFVvI/AAAAAAAAAWk/Hgq-Wrnnymk/s1600-h/Post+50+-+Coke+FIFA+World+Cup+Picture.jpg"><img style="WIDTH: 320px; HEIGHT: 240px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5436341348955674354" border="0" alt="" src="http://4.bp.blogspot.com/_HbHWMVgJv2M/S3HDp2ZFVvI/AAAAAAAAAWk/Hgq-Wrnnymk/s320/Post+50+-+Coke+FIFA+World+Cup+Picture.jpg" /></a></p>For Brazilians, the downside is the absence of the uniform of the national team, sponsored by Nike, a fierce competitor of adidas, FIFA partner.<br /><br />Sports marketing, activation, Coca-Cola, World Cup, FIFA, sponsorshipGuilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-88770583140108871272010-01-27T08:21:00.000-08:002010-01-27T08:30:40.224-08:00Stadium Associates and NFL/SuperBowl and Scotts and MLB – Nice suggestion<a href="http://3.bp.blogspot.com/_HbHWMVgJv2M/S2BppdDvtDI/AAAAAAAAAVE/y0xcCrO4nFU/s1600-h/post+47c.jpg"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 220px; FLOAT: right; HEIGHT: 250px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5431457311504708658" border="0" alt="" src="http://3.bp.blogspot.com/_HbHWMVgJv2M/S2BppdDvtDI/AAAAAAAAAVE/y0xcCrO4nFU/s320/post+47c.jpg" /></a>Sorry for going back for the <a href="http://www.ativaesporte.com/2010/01/scotts-and-mlb-fit-and-potential.html">Sunday post</a> again, but things keep on coming. Stadium Associates has signed a licensing agreement with the NFL and will sell pieces of the field used in the great game that will take place on 7th february, in Miami (right).<br /><div></div><br /><div>For Scotts, to do the same with its MLB deal, is simples. A little doubt, however, hangs in the air, since <a href="http://www.sportsbusinessdaily.com/article/136501">Sports Business Daily</a> claims Stadium Associates has a similar deal with the baseball league, which would be a bit confusing...</div>Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-4801799747733573962010-01-25T08:18:00.000-08:002010-01-25T08:19:55.064-08:00Scotts and MLB – Fit and potential - Update<a href="http://4.bp.blogspot.com/_HbHWMVgJv2M/S13EoNWYB6I/AAAAAAAAAU0/y6HMjG7fZYY/s1600-h/post+47b.jpg"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 120px; FLOAT: right; HEIGHT: 189px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5430712920736008098" border="0" alt="" src="http://4.bp.blogspot.com/_HbHWMVgJv2M/S13EoNWYB6I/AAAAAAAAAU0/y6HMjG7fZYY/s320/post+47b.jpg" /></a><br /><div>The first packaging has been released with the Cincinnati Reds (below).</div>Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-62405524399705367662010-01-24T10:03:00.000-08:002010-01-24T10:05:01.582-08:00Scotts and MLB – Fit and potential<a href="http://3.bp.blogspot.com/_HbHWMVgJv2M/S1yLfwspZYI/AAAAAAAAAUk/eYGJMvvH1xw/s1600-h/Post+47.gif"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 205px; FLOAT: right; HEIGHT: 82px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5430368628466345346" border="0" alt="" src="http://3.bp.blogspot.com/_HbHWMVgJv2M/S1yLfwspZYI/AAAAAAAAAUk/eYGJMvvH1xw/s320/Post+47.gif" /></a>Normally, <a href="http://www.ativaesporte.com/">Ativa Esporte</a> talks about best practices in activation. However, this time, we´ll discuss the potential of a recently signed partnership. In the early days of 2010, <a href="http://bit.ly/81BG1I">an agreement between Scotts Lawns and Major League Baseball was announced</a>.<br /><br />With an unprecedented number of stadiums using natural grass (28 out of 30), the fit and the possibility of success are enormous. Out of the blocks, the company is launching seeds and fertilizers of each of the 28 stadiums.<br /><br />Let´s wait and hope to, soon, have a post here about the Scotts promotions on baseball and the MLB sponsorship (and not croquet, like the video below).<br /><br /><div align="center"><object width="320" height="265"><param name="movie" value="http://www.youtube.com/v/Drt-20lpRHg&hl=pt_BR&fs=1&"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><embed src="http://www.youtube.com/v/Drt-20lpRHg&hl=pt_BR&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="320" height="265"></embed></object></div><br />Any suggestions to the company´s marketers?<br /><br />Sports marketing, activation, Scotts Lawn, MLBGuilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-15388529444975767962010-01-17T06:57:00.000-08:002010-01-17T07:05:59.653-08:00Coke and The FIFA World Cup Tour – Taking the most of the tool<a href="http://3.bp.blogspot.com/_HbHWMVgJv2M/S1MmpciIV7I/AAAAAAAAAUU/dDUmzUtg4JE/s1600-h/Post+46+-+FIFAWorld+Cup+Trophy.jpg"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 96px; FLOAT: right; HEIGHT: 142px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5427724469387417522" border="0" alt="" src="http://3.bp.blogspot.com/_HbHWMVgJv2M/S1MmpciIV7I/AAAAAAAAAUU/dDUmzUtg4JE/s320/Post+46+-+FIFAWorld+Cup+Trophy.jpg" /></a>Coke is the FIFA World Cup Trophy Tour sponsor and uses the tool in several ways. The visibility, of course, is guaranteed. But the brand goes beyond, way beyond.<br /><br />In Brazil, for example, it’s generated a great buzz. With the upcoming arrival of the trophy, Coke put a giant safe in one of the busiest São Paulo squares (below). The passersby who answer correctly to 10 World Cup related questions get to see what’s inside it.<br /><br /><img style="TEXT-ALIGN: center; MARGIN: 0px auto 10px; WIDTH: 300px; DISPLAY: block; HEIGHT: 311px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5427723934108639618" border="0" alt="" src="http://1.bp.blogspot.com/_HbHWMVgJv2M/S1MmKSduYYI/AAAAAAAAAUE/j98ZWDjq4xQ/s320/Post+46+-+Safe.jpg" /> <div><img style="TEXT-ALIGN: center; MARGIN: 0px auto 10px; WIDTH: 320px; DISPLAY: block; HEIGHT: 155px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5427723940376779282" border="0" alt="" src="http://2.bp.blogspot.com/_HbHWMVgJv2M/S1MmKp0KmhI/AAAAAAAAAUM/eDa2wBa-2b8/s320/Post+46+-+World+Map.jpg" /></div><div>Apart from that, the company is using the visit to boost Sales and strengthen its relationship with partners from several sales channels. To get tickets to see firsthand the coveted trophy, people need to buy Coke products in McDonald’s, Wal*Mart and Cinemark stores.</div><div> </div><div>Take a look at a video of the African trophy tour.</div><div></div><div align="center"><object width="320" height="265"><param name="movie" value="http://www.youtube.com/v/O939a4kXVic&hl=pt_BR&fs=1&"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><br /><embed src="http://www.youtube.com/v/O939a4kXVic&hl=pt_BR&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="320" height="265"></embed></object></div><div></div><div>Coke, World Cup trophy Tour, activation, Sport marketing, sponsorship</div>Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com1tag:blogger.com,1999:blog-101724399734839257.post-84172951717029814212010-01-07T16:31:00.000-08:002010-01-07T16:38:16.558-08:00E.on, FA Cup and David James – Social Responsibility and Sport<div>E.on is an energy company that sponsors the FA Cup and found a very clever way to leverage this association.</div><div> </div><div align="center"><a href="http://1.bp.blogspot.com/_HbHWMVgJv2M/S0Z99kQKElI/AAAAAAAAATM/SkojLh4eLjU/s1600-h/Post+45+-+David+James"><img style="WIDTH: 320px; HEIGHT: 121px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5424161297871278674" border="0" alt="" src="http://1.bp.blogspot.com/_HbHWMVgJv2M/S0Z99kQKElI/AAAAAAAAATM/SkojLh4eLjU/s320/Post+45+-+David+James" /></a></div><div> </div><div>The company created a campaign that explores a word play with “save”, using Portsmouth and England international goalkeeper David James (image above) to embrace a class of players often forgotten by the main sponsors: the goalkeepers (with a few exceptions, such asOliver Kahn and Peter Czech).<br /><br />The campaign encourages people to share their energy savings practices, rewarding the best with a trip to the FA Cup final as a mascot, with pitch access (a priceless prize). It is supported by an excellent <a href="http://www.eongreatsaves.com/Home">website</a> that plays the whole time with “save”, honouring the great keepers that took part in the British competition, with videos such as the Jim Montgomery’s below.</div><div> </div><div align="center"><object width="320" height="265"><param name="movie" value="http://www.youtube.com/v/PZmFoo4payA&hl=pt_BR&fs=1&"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><br /><embed src="http://www.youtube.com/v/PZmFoo4payA&hl=pt_BR&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="320" height="265"></embed></object></div><div> </div><div>With this strategy, E.on not only activates its FA Cup partnership, but appropriates a category of players almost forgotten by most companies.</div>Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-82542141936123615802009-12-30T07:55:00.001-08:002009-12-30T08:29:18.032-08:00Adidas and the World Cup – Great Example of 360 MarketingAdidas 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).<br /><p align="center"><a href="http://4.bp.blogspot.com/_HbHWMVgJv2M/Szt4ILKyaKI/AAAAAAAAAR8/qiQwBf4_2is/s1600-h/post+44+-+01.JPG"><img style="WIDTH: 320px; HEIGHT: 214px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5421058658302847138" border="0" alt="" src="http://4.bp.blogspot.com/_HbHWMVgJv2M/Szt4ILKyaKI/AAAAAAAAAR8/qiQwBf4_2is/s320/post+44+-+01.JPG" /></a></p>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.<br /><br /><p align="center"><a href="http://4.bp.blogspot.com/_HbHWMVgJv2M/Szt4IApOY7I/AAAAAAAAASE/S9nIkRfa4GQ/s1600-h/post+44+-+02.JPG"><img style="WIDTH: 214px; HEIGHT: 320px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5421058655477719986" border="0" alt="" src="http://4.bp.blogspot.com/_HbHWMVgJv2M/Szt4IApOY7I/AAAAAAAAASE/S9nIkRfa4GQ/s320/post+44+-+02.JPG" /></a></p><div align="left">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).</div><div align="center"><br /><a href="http://4.bp.blogspot.com/_HbHWMVgJv2M/Szt4IpRsB9I/AAAAAAAAASM/Ip9sbwHrYpw/s1600-h/post+44+-+03.JPG"><img style="WIDTH: 240px; HEIGHT: 320px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5421058666384852946" border="0" alt="" src="http://4.bp.blogspot.com/_HbHWMVgJv2M/Szt4IpRsB9I/AAAAAAAAASM/Ip9sbwHrYpw/s320/post+44+-+03.JPG" /></a> <a href="http://1.bp.blogspot.com/_HbHWMVgJv2M/Szt4I4ZopkI/AAAAAAAAASU/IWCmBH4b82c/s1600-h/post+44+-+04.JPG"><img style="WIDTH: 320px; HEIGHT: 240px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5421058670444717634" border="0" alt="" src="http://1.bp.blogspot.com/_HbHWMVgJv2M/Szt4I4ZopkI/AAAAAAAAASU/IWCmBH4b82c/s320/post+44+-+04.JPG" /></a><br /></div><div align="left"></div><div align="left">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.</div>Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-43704857669979329922009-11-24T11:40:00.001-08:002009-11-24T11:44:02.571-08:00Adidas and South African National Team – Raising Excitement and InvolvementAdidas found a spectacular way to engage the South African people and raise the expectations and the excitement around the World Cup.<br /><p align="center"><a href="http://3.bp.blogspot.com/_HbHWMVgJv2M/Sww2vUer_4I/AAAAAAAAAR0/iycDwUHRAcQ/s1600/Post+43.jpg"><img style="WIDTH: 235px; HEIGHT: 176px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5407757439144296322" border="0" alt="" src="http://3.bp.blogspot.com/_HbHWMVgJv2M/Sww2vUer_4I/AAAAAAAAAR0/iycDwUHRAcQ/s320/Post+43.jpg" /></a></p>A giant jersey of the team managed by Carlos Alberto Parreira will travel around the country, inviting people to sign it (above). Through the <a href="http://www.adidas.com/campaigns/unite/content/web/default.aspx">campaign website</a>, people can follow where the shirt is.<br /><br /><br />The video below explains in details the promotion that will certainly call attention, generate a lot of buzz and media coverage.<br /><br /><br /><div align="center"><object width="480" height="295"><param name="movie" value="http://www.youtube.com/v/O6nnjKgtGZM&hl=pt_BR&fs=1&"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><embed src="http://www.youtube.com/v/O6nnjKgtGZM&hl=pt_BR&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="480" height="295"></embed></object></div>Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-90769719084974158752009-11-06T12:05:00.000-08:002009-11-06T12:14:01.950-08:00Nike e Arsenal – Taking possession of the traditionArsenal certainly has much more history than Nike. However, the company found a brilliant way to incorporate the tradition of the Londoner team.<br /><br /><p align="center"><a href="http://1.bp.blogspot.com/_HbHWMVgJv2M/SvSBytQES9I/AAAAAAAAARk/NMZLv9_V-KE/s1600-h/Post+42.JPG"><img style="WIDTH: 320px; HEIGHT: 200px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5401084561264495570" border="0" alt="" src="http://1.bp.blogspot.com/_HbHWMVgJv2M/SvSBytQES9I/AAAAAAAAARk/NMZLv9_V-KE/s320/Post+42.JPG" /></a></p>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).<br /><br /><br /><div align="center"><object width="480" height="295"><param name="movie" value="http://www.youtube.com/v/0iFNwSuLuiI&hl=pt-br&fs=1&"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><embed src="http://www.youtube.com/v/0iFNwSuLuiI&hl=pt-br&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="480" height="295"></embed></object></div><br />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: <a href="http://www.arsenal.com/news/news-archive/arsenalisation-special-spirit-of-highbury">http://www.arsenal.com/news/news-archive/arsenalisation-special-spirit-of-highbury</a>.Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-60278163273531134482009-10-19T07:08:00.001-07:002009-10-19T07:11:40.263-07:00Transformers 2 and Nascar – Perfect Fit<div>To promote the Transformers 2 – Revenge of the Fallen DVD / Blu-Ray release, Paramount innovated.<br /><br />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…</div><div> </div><p align="center"><a href="http://3.bp.blogspot.com/_HbHWMVgJv2M/StxzAm8y1yI/AAAAAAAAARU/7scxUlJwZq0/s1600-h/Post+41.jpg"><img style="WIDTH: 320px; HEIGHT: 273px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5394312907975743266" border="0" alt="" src="http://3.bp.blogspot.com/_HbHWMVgJv2M/StxzAm8y1yI/AAAAAAAAARU/7scxUlJwZq0/s320/Post+41.jpg" /></a></p><div>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).</div><div></div><br /><div align="center"><object width="320" height="265"><param name="movie" value="http://www.youtube.com/v/PIlF_OQsbHM&hl=pt-br&fs=1&"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><embed src="http://www.youtube.com/v/PIlF_OQsbHM&hl=pt-br&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="320" height="265"></embed></object></div><br /><div></div><div>None of the drivers won the race, but the film launching and the sport and film fans definitely did, a lot!<br />Source: Carlos Merigo, in Brainstorm9</div>Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-15988403372387838032009-10-18T09:59:00.000-07:002009-10-18T10:23:49.863-07:00Electrolux e Tennis (shoes) – Simply Brilliant!<div>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.<br /><br />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).</div><div> </div><p align="center"><a href="http://2.bp.blogspot.com/_HbHWMVgJv2M/SttOz43F1VI/AAAAAAAAARE/hYR7hL46xGY/s1600-h/Post+40.jpg"><img style="WIDTH: 320px; HEIGHT: 213px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5393991632050050386" border="0" alt="" src="http://2.bp.blogspot.com/_HbHWMVgJv2M/SttOz43F1VI/AAAAAAAAARE/hYR7hL46xGY/s320/Post+40.jpg" /></a></p><div> </div><div>Little dispersion, creative, with guaranteed buzz, and, of course, low cost. Can you suggest any companies that could use this to activate their sponsorships?</div>Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-89689708184131502262009-10-10T06:03:00.001-07:002009-10-10T06:11:13.558-07:00Gillette, Nascar Young Guns and the Brazilian National Team – Excellence on different fronts<div><div>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.<br /><br />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.</div><p align="center"><object width="480" height="295"><param name="movie" value="http://www.youtube.com/v/NnYkWYYWTA4&hl=pt-br&fs=1&"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><br /><br /><embed src="http://www.youtube.com/v/NnYkWYYWTA4&hl=pt-br&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="480" height="295"></embed></object></p><div>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.</div><p align="center"><a href="http://1.bp.blogspot.com/_HbHWMVgJv2M/StCGzHfqYWI/AAAAAAAAAQc/MNgdIu9G_WQ/s1600-h/Post+39+-+Pic+02.jpg"><img style="WIDTH: 320px; HEIGHT: 237px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5390956966705783138" border="0" alt="" src="http://1.bp.blogspot.com/_HbHWMVgJv2M/StCGzHfqYWI/AAAAAAAAAQc/MNgdIu9G_WQ/s320/Post+39+-+Pic+02.jpg" /></a></p><p align="center"><a href="http://3.bp.blogspot.com/_HbHWMVgJv2M/StCGyvoSMqI/AAAAAAAAAQU/SET1FMxQaYc/s1600-h/Post+39+-+Pic+01.jpg"><img style="WIDTH: 320px; HEIGHT: 240px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5390956960299496098" border="0" alt="" src="http://3.bp.blogspot.com/_HbHWMVgJv2M/StCGyvoSMqI/AAAAAAAAAQU/SET1FMxQaYc/s320/Post+39+-+Pic+01.jpg" /></a></p></div>Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-17113830033694994442009-10-07T20:01:00.000-07:002009-10-07T20:05:21.693-07:00Rio 2016 – Big win, disappointing activationsI 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.<br /><br />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.<br /><br />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.<br /><br /><p align="center"><a href="http://4.bp.blogspot.com/_HbHWMVgJv2M/Ss1WYXKHpdI/AAAAAAAAAP8/R_yv8IRv30c/s1600-h/Post+38.jpg"><img style="WIDTH: 320px; HEIGHT: 240px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5390059305565660626" border="0" alt="" src="http://4.bp.blogspot.com/_HbHWMVgJv2M/Ss1WYXKHpdI/AAAAAAAAAP8/R_yv8IRv30c/s320/Post+38.jpg" /></a></p><br />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.<br /><br /><p align="center"><object width="560" height="340"><param name="movie" value="http://www.youtube.com/v/yMLzB1fsSTc&hl=pt-br&fs=1&"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><embed src="http://www.youtube.com/v/yMLzB1fsSTc&hl=pt-br&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="560" height="340"></embed></object></p><br /><br /><br />Without a doubt, the most creative manifestation in relation to the Brazilian victory was the “<a href="http://en.wikipedia.org/wiki/Cr%C3%A9u">Yes, we créu</a>”, which came near the top of the <a href="http://twitter.com/trendingtopics">Twitter Trending Topics</a>, of unknown/popular creation.Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-66929658132454145672009-09-22T18:56:00.000-07:002009-09-23T19:06:31.008-07:00Claro and the Argentine Football National Team – Using Sponsorship InternallyThat 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.<br /><br /><div align="center"><object width="425" height="344"><param name="movie" value="http://www.youtube.com/v/8LhD81RoIns&hl=pt-br&fs=1&"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><embed src="http://www.youtube.com/v/8LhD81RoIns&hl=pt-br&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="344"></embed></object></div><br />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.<br /><br />The final message closes on a high note: “We are all the same shirt. We are unconditional sponsors of the Argentine National Team.”Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-87408197967872122512009-09-01T13:30:00.000-07:002009-09-01T13:31:36.565-07:00Nike and Corinthians/Adidas and Palmeiras – Healthy RivalrySometime ago I talked about <a href="http://www.ativaesporte.com/2009/07/nike-in-brazilian-football-ownership.html">Nike being more active in the Brazilian football market</a>, 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.<br /><br />Adidas, Palmeiras’ partner, launched, together with the teams 3rd uniform, a very interesting film explaining the uniform colours origin (below).<br /><br /><div align="center"><object width="480" height="295"><param name="movie" value="http://www.youtube.com/v/gWoJM6FyuJA&hl=pt-br&fs=1&"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/gWoJM6FyuJA&hl=pt-br&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="480" height="295"></embed></object></div><br />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).<br /><br /><div align="center"><object width="425" height="344"><param name="movie" value="http://www.youtube.com/v/38qChcxr1yE&hl=pt-br&fs=1&"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/38qChcxr1yE&hl=pt-br&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="344"></embed></object></div><br />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.Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-70822335282248434202009-08-31T17:22:00.001-07:002009-08-31T17:27:50.002-07:00Nike and Tênis – Another one Taking Advantage of the Date<a href="http://1.bp.blogspot.com/_HbHWMVgJv2M/SpxqJPf6kDI/AAAAAAAAAPs/D1GClXZ8C0c/s1600-h/Post+35+-+Pic+02.jpg"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 294px; FLOAT: right; HEIGHT: 320px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5376288762185289778" border="0" alt="" src="http://1.bp.blogspot.com/_HbHWMVgJv2M/SpxqJPf6kDI/AAAAAAAAAPs/D1GClXZ8C0c/s320/Post+35+-+Pic+02.jpg" /></a><br /><div><a href="http://4.bp.blogspot.com/_HbHWMVgJv2M/SpxpykzP50I/AAAAAAAAAPk/SYxkoemXXr4/s1600-h/Post+35+-+Pic+03.jpg"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 320px; FLOAT: right; HEIGHT: 247px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5376288372766533442" border="0" alt="" src="http://4.bp.blogspot.com/_HbHWMVgJv2M/SpxpykzP50I/AAAAAAAAAPk/SYxkoemXXr4/s320/Post+35+-+Pic+03.jpg" /></a> <div>Nike took advantage of the imminent start of the U.S. Tennis Open to launch its new look for the sport (next).<br /><br />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 <a href="http://www.ativaesporte.com/2009/08/sony-ericsson-and-wta-tour-recreating.html">Sony Ericsson has made in Toronto</a>.<br /><br /><object width="480" height="295"><param name="movie" value="http://www.youtube.com/v/W2u3BhnnE9k&hl=pt-br&fs=1&"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><br /><br /><embed src="http://www.youtube.com/v/W2u3BhnnE9k&hl=pt-br&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="480" height="295"></embed></object><br /><br />Guaranteed buzz and spontaneous media (below).<br /><br /><object width="480" height="295"><param name="movie" value="http://www.youtube.com/v/d468elWeQOA&hl=pt-br&fs=1&"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><br /><br /><embed src="http://www.youtube.com/v/d468elWeQOA&hl=pt-br&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="480" height="295"></embed></object></div></div>Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-72820350257937783602009-08-25T19:05:00.001-07:002009-08-25T19:06:57.496-07:00Adidas and Athletics – Taking Advantage of the Date<a href="http://3.bp.blogspot.com/_HbHWMVgJv2M/SpSYmpMWLcI/AAAAAAAAAN8/XCQuNuevm88/s1600-h/Post+34.jpg"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 320px; FLOAT: right; HEIGHT: 155px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5374088045019934146" border="0" alt="" src="http://3.bp.blogspot.com/_HbHWMVgJv2M/SpSYmpMWLcI/AAAAAAAAAN8/XCQuNuevm88/s320/Post+34.jpg" /></a>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).<br /><div></div><br /><div>The company created a series of films in which it compares the achievements of these athletes with daily tasks (see below).</div><br /><div align="center"><object width="480" height="385"><param name="movie" value="http://www.youtube.com/p/AC7828691814012D&hl=pt-br&fs=1"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><embed src="http://www.youtube.com/p/AC7828691814012D&hl=pt-br&fs=1" type="application/x-shockwave-flash" width="480" height="385" allowscriptaccess="always" allowfullscreen="true"></embed></object></div><br /><div>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...</div>Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-90184833930228395422009-08-20T07:58:00.000-07:002009-08-20T08:00:11.976-07:00Sony Ericsson and WTA Tour – Recreating a classicSony Ericsson found a very interesting way to promote the Toronto tournament of the WTA Tour.<br /><br />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).<br /><div align="center"><br /><object width="560" height="340"><param name="movie" value="http://www.youtube.com/v/7U3VY0J7snk&hl=pt-br&fs=1&"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/7U3VY0J7snk&hl=pt-br&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="560" height="340"></embed></object></div><br />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).<br /><br /><div align="center"><object width="425" height="344"><param name="movie" value="http://www.youtube.com/v/KniY8jx-LI8&hl=pt-br&fs=1&"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/KniY8jx-LI8&hl=pt-br&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="344"></embed></object></div>Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-46314085141046483222009-08-17T07:58:00.000-07:002009-08-17T08:48:32.188-07:00Puma and Usain Bolt – Perpetuating the SpontaneousThis 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.<br /><br />Before that, however, last Thursday, Puma came out with an amazing idea that will surely bring great results.<br /><p align="center"><a href="http://2.bp.blogspot.com/_HbHWMVgJv2M/SolwaUDlfiI/AAAAAAAAANk/2xJFZzqNxFs/s1600-h/Post+32+-+Pic+01.jpg"><img style="WIDTH: 320px; HEIGHT: 230px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5370947627978685986" border="0" alt="" src="http://2.bp.blogspot.com/_HbHWMVgJv2M/SolwaUDlfiI/AAAAAAAAANk/2xJFZzqNxFs/s320/Post+32+-+Pic+01.jpg" /></a></p>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).<br /><br /><p align="center"><a href="http://4.bp.blogspot.com/_HbHWMVgJv2M/Solwa0Jh2VI/AAAAAAAAANs/mGKVEVPVxQA/s1600-h/Post+32+-+Pic+02.jpg"><img style="WIDTH: 240px; HEIGHT: 320px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5370947636593547602" border="0" alt="" src="http://4.bp.blogspot.com/_HbHWMVgJv2M/Solwa0Jh2VI/AAAAAAAAANs/mGKVEVPVxQA/s320/Post+32+-+Pic+02.jpg" /></a></p>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.<br /><br /><div align="center"><object width="480" height="295"><param name="movie" value="http://www.youtube.com/v/b3ym6_P9CMo&hl=pt-br&fs=1&"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/b3ym6_P9CMo&hl=pt-br&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="480" height="295"></embed></object></div>Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-4600664114453781202009-08-04T20:23:00.001-07:002009-08-04T20:35:37.647-07:00TAM and the Brazilian National Football Team – A Partnership that Took OffPreviously, I talked about the partnership between TAM, the biggest Brazilian airline, and the Brazilian National Football Team <a href="http://www.ativaesporte.com/2009/06/tam-brazilian-soccer-national-team.html">and how the company is using it to generate content for its on board media and to further consolidate its brand</a>.<br /><br />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 <a href="http://www.paixaoportorcer.com.br/">website </a>with more information about the partnership and the various promotions the company uses to activate it.<br /><br /><object width="425" height="344"><param name="movie" value="http://www.youtube.com/v/u2NN_gB5L9A&hl=pt-br&fs=1&"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/u2NN_gB5L9A&hl=pt-br&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="344"></embed></object><br /><br />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 <a href="http://www.paixaoportorcer.com.br/index.php/enquete">here </a>to vote).<br /><br /><a href="http://3.bp.blogspot.com/_HbHWMVgJv2M/Snj7ieqD6wI/AAAAAAAAANM/Scrgc-V1CeE/s1600-h/Post+31+-+Pic+03.jpg"><img style="cursor:pointer; cursor:hand;width: 320px; height: 227px;" src="http://3.bp.blogspot.com/_HbHWMVgJv2M/Snj7ieqD6wI/AAAAAAAAANM/Scrgc-V1CeE/s320/Post+31+-+Pic+03.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5366315525775551234" /></a><br /><br /><a href="http://3.bp.blogspot.com/_HbHWMVgJv2M/Snj7iPbQIII/AAAAAAAAANE/YDc4Ke8u5lo/s1600-h/Post+31+-+Pic+02.jpg"><img style="cursor:pointer; cursor:hand;width: 320px; height: 226px;" src="http://3.bp.blogspot.com/_HbHWMVgJv2M/Snj7iPbQIII/AAAAAAAAANE/YDc4Ke8u5lo/s320/Post+31+-+Pic+02.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5366315521686904962" /></a><br /><br /><a href="http://2.bp.blogspot.com/_HbHWMVgJv2M/Snj7hzFA0CI/AAAAAAAAAM8/LaYWCKf3ETM/s1600-h/Post+31+-+Pic+01.jpg"><img style="cursor:pointer; cursor:hand;width: 320px; height: 226px;" src="http://2.bp.blogspot.com/_HbHWMVgJv2M/Snj7hzFA0CI/AAAAAAAAAM8/LaYWCKf3ETM/s320/Post+31+-+Pic+01.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5366315514077433890" /></a>Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-82843745578869640532009-07-28T19:15:00.001-07:002009-07-28T19:18:23.788-07:00Gatorade and Michael Jordan - The Making-ofThe previous post (<a href="http://www.ativaesporte.com/2009/07/gatorade-and-michael-jordan-fair-and.html">Gatorade and Michael Jordan – Fair and Beautiful Tribute</a>) making-of:<br /><br /><object width="560" height="340"><param name="movie" value="http://www.youtube.com/v/U831VaPo15o&hl=pt-br&fs=1&"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/U831VaPo15o&hl=pt-br&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="560" height="340"></embed></object><br /><br />Thanks to <a href="http://www.partnershipactivation.com/headlines/2009/7/27/gatorade-masters-the-art-of-michael-jordan.html">Brian Gainor</a>.Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-54502526763145687412009-07-23T19:11:00.001-07:002009-07-23T19:13:31.291-07:00Gatorade and Michael Jordan – Fair and Beautiful Tribute<div><div>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.<br /></div><p align="center"><a href="http://1.bp.blogspot.com/_HbHWMVgJv2M/SmkYe3jeyHI/AAAAAAAAAMU/fBsqVaiPFng/s1600-h/Post+30+-+Pic+01.jpg"><img style="WIDTH: 320px; HEIGHT: 262px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5361843749949196402" border="0" alt="" src="http://1.bp.blogspot.com/_HbHWMVgJv2M/SmkYe3jeyHI/AAAAAAAAAMU/fBsqVaiPFng/s320/Post+30+-+Pic+01.jpg" /></a></p><div><br />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).<br /></div><p align="center"><a href="http://2.bp.blogspot.com/_HbHWMVgJv2M/SmkYfBmiLpI/AAAAAAAAAMc/4ivcK5-i1Xs/s1600-h/Post+30+-+Pic+02.jpg"><img style="WIDTH: 320px; HEIGHT: 192px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5361843752646356626" border="0" alt="" src="http://2.bp.blogspot.com/_HbHWMVgJv2M/SmkYfBmiLpI/AAAAAAAAAMc/4ivcK5-i1Xs/s320/Post+30+-+Pic+02.jpg" /></a></p><div><br />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.</div><div></div><br /><div>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”. </div></div>Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0tag:blogger.com,1999:blog-101724399734839257.post-46233392237977595232009-07-21T17:49:00.001-07:002009-07-21T18:12:18.982-07:00Burger King and Getafe – Guaranteed BuzzBurger 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.<br /><br /><br /><a href="http://1.bp.blogspot.com/_HbHWMVgJv2M/SmZdDuFydwI/AAAAAAAAAKU/HXKRcXOdd44/s1600-h/Post+29+-+Pic+01.jpg"></a><p align="center"><a href="http://3.bp.blogspot.com/_HbHWMVgJv2M/SmZi-k942aI/AAAAAAAAALs/Bcubsmf6Xy8/s1600-h/Post+29+-+Pic+01.jpg"><img style="WIDTH: 300px; HEIGHT: 197px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5361081233645820322" border="0" alt="" src="http://3.bp.blogspot.com/_HbHWMVgJv2M/SmZi-k942aI/AAAAAAAAALs/Bcubsmf6Xy8/s320/Post+29+-+Pic+01.jpg" /></a></p><br /><br />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).<br /><br /><br /><br /><p align="center"><a href="http://1.bp.blogspot.com/_HbHWMVgJv2M/SmZisOMQf2I/AAAAAAAAALk/jsBpieE7NEE/s1600-h/Post+29+-+Pic+02.jpg"><img style="WIDTH: 275px; HEIGHT: 198px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5361080918294429538" border="0" alt="" src="http://1.bp.blogspot.com/_HbHWMVgJv2M/SmZisOMQf2I/AAAAAAAAALk/jsBpieE7NEE/s320/Post+29+-+Pic+02.jpg" /></a></p><br /><div align="center"><a href="http://3.bp.blogspot.com/_HbHWMVgJv2M/SmZie-lbHOI/AAAAAAAAALc/ckEZVZ5-SM4/s1600-h/Post+29+-+Pic+03.jpg"><img style="WIDTH: 275px; HEIGHT: 191px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5361080690766716130" border="0" alt="" src="http://3.bp.blogspot.com/_HbHWMVgJv2M/SmZie-lbHOI/AAAAAAAAALc/ckEZVZ5-SM4/s320/Post+29+-+Pic+03.jpg" /></a></div><br />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).<br /><br /><br /><p align="center"><a href="http://2.bp.blogspot.com/_HbHWMVgJv2M/SmZiQXQUsFI/AAAAAAAAALU/W5OIz3uLtEY/s1600-h/Post+29+-+Pic+04.jpg"><img style="WIDTH: 299px; HEIGHT: 351px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5361080439691063378" border="0" alt="" src="http://2.bp.blogspot.com/_HbHWMVgJv2M/SmZiQXQUsFI/AAAAAAAAALU/W5OIz3uLtEY/s320/Post+29+-+Pic+04.jpg" /></a></p><br /><div>Thanks to <a href="http://jogodenegocios.blog.terra.com.br/2009/07/20/burger-king-inova-no-patrocinio-ao-getafe/">Fábio Kadow</a>.</div>Guilherme Guimarãeshttp://www.blogger.com/profile/16214067266752901686noreply@blogger.com0