Coke Looks To Capitalize On Lin; Will Activate MSG Partnership In Chinese

Coca-Cola will begin running courtside signage at Madison Square Garden in Chinese in an effort to capitalize on the international appeal of New York Knicks phenom, Jeremy Lin. A company spokesperson told the AP that Coke is still working on what the ads will exactly look like, but that they will complement the company's existing sponsorship inventory at the Garden. “For us, those ads signify...

Gulf Adds Electricity To Fenway Deal

Gulf Oil has expanded its partnership with the Boston Red Sox, adding official electricity supplier to its decades-long deal at Fenway Park. The company will promote Gulf Electricity's new service coming to Massachusetts later this year with the Gulf Electricity division powering everything from Fenway’s lighting towers above the Green Monster to the team clubhouses and concession stands. “We ...

SXSW: Doritos Launches New Chip With 56-Ft Tall Vending Machine

The marketing team at Doritos wanted to make a big splash around its new Jacked line of tortilla chips at South by Southwest. What better way to do that than build a 56-foot tall vending machine and hand out free samples? But wait, there's more. After ceremoniously being plugged in, the whole thing doubled as a stage for a number of acts including a surprise performance by Snoop Dogg. Check the...

Lexington Task Force Explores Naming Rights Around Rupp Arena

A task force has identified more than $25 million in potential annual revenue from naming rights and sponsorships associated with the iconic Rupp Arena, where the University of Kentucky men's basketball team plays. While naming rights to Rupp Arena itself may not be for sale, the Lexington Arena, Arts and Entertainment Task Force is exploring ways to generate additional sponsorship revenue, whi...

Air New Zealand Activates Golf Deal With In-Flight Putting Challenge

Many airlines are using sponsorship to push the boundaries of in-flight entertainment, but this may be a first. To celebrate their sponsorship of the upcoming NZ PGA Pro-Am Championship, Air New Zealand has launched the 30,000ft In-Flight Putting Challenge. Starting today, participating customers will be asked to putt down the aisle of the aircraft for a chance to win golfing prizes by Callaway...

Check Out The Team That's Using Its Brand To Build A Billion Dollar Island Resort

With an eye towards strengthening its ties to the Middle East ahead of the 2022 Qatar World Cup, one of the world's most famous soccer teams has announced plans to build a massive resort and theme park in the United Arab Emirates using the team brand. One billion dollars has been invested in the Real Madrid resort project and it is expected to open in January 2015 in what team officials say wil...

Facebook's Crazy Side Project An Activation Idea For Event Marketers?

Facebook's latest 'Hackathon' resulted in a 42' square foot QR code on the roof of its headquarters. You can read more about the whole thing here. The idea was to create a QR code that could be visible from space (or more likely, online maps) and lead curious visitors to landing pages such as the Facebook career site. While the mass viability of QR codes is still highly questionable, market...

Want To Own A Piece of the Las Vegas Strip? Here's Your Chance..

Branded Cities, the experiential media and branding arm of real estate titan Ellman, is teaming up with MGM Resorts International to market its Las Vegas portfolio of assets to sponsors. This multi-year, multi-property agreement gives Branded Cities exclusive rights to market spectacular branding and naming rights opportunities throughout the MGM Resorts portfolio including Bellagio, Aria, MGM ...

Universal, HSN Team Up To Sell Movie-Themed Merch

In the wake of one of Hollywood's costliest marketing flops, Universal is contrasting with a vastly different approach to film promotion. It has teamed up with what may seem like an unlikely marketing partner - HSN, or Home Shopping Network to promote its upcoming film, Snow White and the Huntsman. While Hollywood marketing campaigns can run upwards of nine figures to court the attention of tee...

Why Marketers Need Great Sponsorship Ideas More Than Ever

Major brands are increasingly looking to focus TV ad spending around DVR-proof events. As first reported by MediaPost, Coca-Cola plans to shift more of its spend to events like the Super Bowl and “American Idol," which are typically aired live. In contrast, dramas and comedies can increasingly be played at any time using on-demand programming with dvr's, mobile, online and other platforms. “Y...