As Lockout Continues On, Some NHL Sponsors Turn To Plan B

As the NHL lockout continues on, some of the league's largest sponsors are scrambling to reallocate marketing dollars. Today, the Global and Mail is reporting that Kraft will cancel its successful grassroots activation program, Hockeyville, for 2013 instead choosing to allocate $1 million to minor hockey associations across Canada. “We’re re-investing our sponsorship dollars to recognize the g...

Airline Creates Middle-Earth Baggage Claim For Movie Tie-In

If you thought Air New Zealand had outdone itself with this Hobbit inspired safety video, you you've got to see how the airline is activating the movie tie-in at the Wellington Airport baggage claim! Hat tip: Jared Melzer #activationstag

Automaker Uses Signature Car Key To Make Sponsorship Stand Out

Likely recognizing that traditional car keys don't make for the best press shot, Mercedes-Benz wisely put its own spin on the practice of awarding tournament winners with a new ride. Check out the German automaker's giant instantly recognizable signature car key that it recently handed over to pro golfer Luke Donald. Via ESPN's Darren Rovell: #activationstag

Coke Brings Burn To F1

The Coca-Cola Company's rumored interest in Formula One came to fruition as Lotus announced the new multi-year sponsorship deal between the soft drink maker's energy drink, Burn, and the F1 team, Lotus. Details of the sponsorship, which will begin in January will be revealed in 2013 when the partnership officially launches. “The creativity of teams and the passion for speed and energy that fu...

Report: White House Considering Corporate Sponsorship For 2013 Inauguration

President Barack Obama's advisers have urged the White House to accept corporate donations for his January 2013 inauguration. Though corporate involvement was not allowed at the 2009 inauguration, the Wall Street Journal writes that this year "people involved in his re-election campaign said White House staff and campaign advisers have been debating whether to accept corporate money to stage th...

Check Out How Adidas and the NBA Unveiled First-Ever Christmas Day Uni's

Adidas, the NBA's official uniform and apparel supplier through 2017, came up with a clever way to promote their first-ever Christmas Day uniforms. The uniforms, which were worn in this dribbled rendition of Carol of the Bells, will be worn during the five Christmas Day games on December 25th. “We worked with adidas to amplify our long-standing tradition of playing on Christmas Day,” said NBA ...

Check Out The VW 'Pin It to Win It' Promotion That Uses Google Street View

Have you considered using Google Street View in a marketing activation? Volkswagen, with an assist from Ogilvy, recently did and here's what happened. Volkswagen's Street Quest is a Facebook challenge to find and 'Pin' as many Volkswagens on South African roads as possible, using Google's Street View application. Check out the clever campaign in the video below. #activationstag

Report: Bankrupt Sponsor Owes Nearly $10M In Rights Fees

The meteoric rise and fall of the sponge-maker category was nothing short of extraordinary. Accruing deal after deal, SpongeTech raised visibility overnight with more than 30 major sponsorship deals in less than two years. Thanks in part to the media hype around these deals and the discussion board frenzy they created, the assumption by many seemed to be that the now bankrupt company had been v...

[VIDEO] Watch BMW's Brilliant Mini MINI Haul Javelins & Hammers Around Olympic Stadium

OMEGA and BMW may not have the biggest marketing budgets as compared to Olympic sponsor heavyweights like Visa, P&G and Coca-Cola, but when it comes to getting noticed at the Olympics they may not have to. Both brands by the nature of their products are being afforded a rare and valuable invitation to participate on the field of play -- a sponsorship rarity in any sport, most especially the...

7 Emotional Factors That Influence A Property's Value To Its Partners

A new study by market research firms, Ipsos Reid and TrojanOne, recently identified and measured properties on seven key drivers of consumer sponsorship equity. Rather than evaluating on quantitative metrics, the study set out to value the emotional equity that a property has potential to confer on a partner through sponsorship. “There are hard measures available – attendance, viewership, awa...