Category: Blog

Sony Ericsson Harness Social Media for UEFA 12th September, 2011

The 2010/11 UEFA Champions League final proved to be the event of the football season, featuring a showdown between two European giants, Manchester United and Barcelona. Having both won their domestic leagues earlier in the month, the game was undoubtedly the spectacle to be watched closely by millions around the world.

As the Official Mobile Handset Provider of the UEFA Champions League, Sony Ericsson chose to reach this engaged audience through the power of social media – specifically an innovative approach using Foursquare. Showcasing the capabilities of the Xperia mobile handset range, Sony Ericsson launched two promotions the day before the final.

The first saw fans build their own football team through Foursquare by finding a player in eleven locations around London, each revealing a prize on the inside of their jersey. Prizes included Sony Ericsson PLAY handsets, official UEFA merchandise and a pair of tickets to the 2011 UEFA Champions League final. The second promotion engaged fans attending the final to unlock the Sony Ericsson Xperia Footy Final Badge at the Sony Ericsson Football Hotspot located at Wembley Stadium, in an effort to win tickets to the UEFA Super Cup in Monaco, 2011.

With over 6 million fans on Facebook, Sony Ericsson not only knew their target audience, but created promotions that resonated with UEFA fans in a unique way.  Future plans will see a focus through their social networks throughout the 2011/12 UEFA Champions League season offering Facebook-exclusive competitions, new mobile applications, and further Foursquare promotions.

Stephan Croix, Head of Global Marketing Partnerships and Sponsorship at Sony Ericsson, informed Marketing Week that:

Social media will now become an additional investment in our Champions League sponsorship, we will dial up the volume to help build the brand and continue to drive commercial success.

Sony Ericsson is now the  40th biggest brand on Facebook providing regular engagement with the ever-changing mass mobile handset market.  This platform not only allows the brand to gain valuable insight into consumer trends and demands, but also continues to strengthen the brand further proving the importance of harnessing new media channels within sponsorship activations.

How O2 Creates Priority Through Sponsorship 6th September, 2011

Telefonica Europe Plc also known as O2 is a European broadband and telecommunications company who maintain the customer messages of ‘priority’ and being ‘better connected’. In addition to the marketing campaigns run, these messages are further reinforced through their sponsorship activation.

As part of the naming rights sponsorship of The O2 Arena in London (formerly known Millennium Dome) since 2007, O2 customers are able to receive Priority Tickets for concerts and exhibitions up to 48 hours before they are released on general sale along with other better experience at the venue. Similar benefits are expected to be provided across the nation within their O2 Academy venues (O2 Sponsorship, 2011).

Another example of ‘priority’ can be demonstrated with Arsenal Football Club. As a sponsor since 2002, O2 offers free shirts, £40 vouchers and other benefits in exchange for signing with O2 home and mobile broadband. O2 also allow fans to meet and watch Arsenal away games at Emirates Stadium called Live Away Screening where O2 customers have priority seating, access to VIP rooms, and the opportunity to win competitions, meet the coaching staff, meet players or attend training.

As sponsors of The England Rugby Team since 1995, O2 customers also receive priority packages at Twickenham in the form of free pie, pint, program and chance to meet England players.  Further rugby sponsorship includes Scrum on the Beach for the younger demographic and engages the local community.

 

Shadi Halliwell, Head of UK Brand Communications at O2 said:

We are always looking at innovative ways in which we can engage customers with Priority Tickets and make sure they hear about pre-sales for their favorite events.

Priority is a strong message with O2 and they ensure it isn’t just whitewash.  Sponsoring the right properties enables them to expand their brand and engage their target audience creating a truly better connected network.

 

What Can I Sell? Top 5 Tips to Uncover Sponsorship Assets 10th August, 2011

We have been doing a lot of Slingshot Sponsorship Boot Camps recently to gear up for the start of September.  As such, I thought I’d start a blog series following what we discuss and some tips to think about when constructing your own sponsorship proposals.

Assets are typically a problem area for rights holders.  Being submersed in their own product, sometimes it’s difficult to uncover something that you see on a daily basis, so these top tips and questions should help you uncover opportunities you haven’t thought of yet!

1.  What communication tools do I have?

Although I am not a fan of badging (plastering logos on any and everything you have), communication to your audience is what the sponsor is after so you need to look at all opportunities to integrate sponsors within those communications, although bearing in mind that engaging communications are better than logos.  Communication can include everything from:

  • Email newsletters (to read more on how, check out my blog post on the DMA Email Blog: Email Sponsorship: How to do it and why?)
  • Printed communications
  • Promotional advertisements
  • Online display
  • Events

2.  Who are your super stars?

Do you have anyone within your company or anyone your company works with that could potentially be an asset to a brand?  If so, and they are willing, you could work with these leaders to provide benefits to your sponsor by speaking at their events or promoting their brand.  Some ideas of unusual super stars could be:

  • Talent or brand ambassadors
  • Politicians
  • Highly successful CEOs who could act as mentors/speakers
  • Musicians/artists

3.  Social media

If you are using social media and have a regular engagement with your audience, this is a great platform for brands to run competitions or promotions.  Typically the audience is younger and more technology friendly so keep the audience in mind when including social media assets within your sponsorship offering.  Social media is a great way for you to add value to a sponsor without much cost, but don’t underestimate the importance of having a ‘working’ social network.  Just tweeting or posting competitions is not enough – you must have a social media strategy which is engaging, both for your property and also for your sponsors.  More about how to integrate sponsorship with social media, read my guest blog post on Content and Motion’s Blog Social Media & Sponsorship: Can Facebook & YouTube Ever Become Co-brandable Assets for Brands?

4.  Partnerships: are there other partnerships that you can leverage for your sponsors?

Media partnerships can be great opportunities to provide content for promotion.  When this works well and everyone is working together these partnerships can be extremely successful.  Integrating these opportunities for your sponsors can add significant value and should be considered, especially if your property does not yet have a large audience.

5.  Extras

Any additional events that you could include, not only add value to the sponsor, but also to your property.  Extras can include providing a Sponsors Lunch or Sponsor’s VIP Reception.  These types of events allow sponsors to network with each other and often uncover other partnership opportunities that can be built around your property through brainstorming synergies.  Especially if these extra events are timed so they coincide with a lull in your marketing schedule, they provide an added opportunity for you to continue building your relationship with your sponsor throughout the year.

Herbalife Promotes Their Products Through Football 27th July, 2011


Herbalife, a global nutrition company, became the main title sponsor of a second time running international football tournament ‘Herbalife World Football Challenge’, the goal of which is to promote football (soccer) in Northern America.

Football’s popularity is steadily growing in the US, especially after the FIFA World Cup and Champions League final last year.  The Champions League final was viewed by 4.2 million people on Fox and Fox Deportes, nearly twice the 2.2 million who watched last year’s tournament final (Market Watch, 2011).

As Rob Levy senior vice president of sales and marketing at Herbalife explained “The biggest teams in the world are coming to play across the U.S., and the games will be on ESPN and Univision”.

The football tournament kicked off on 13th July 2011 at the Gillette Stadium in Foxborough, Massachusetts, US.  A total of 12 teams are taking part, including European football giants Manchester United (England), Manchester City (England), Real Madrid (Spain), FC Barcelona (Spain) and FC Juventus (Italy); Los Angeles Galaxy, New England Revolution, Philadelphia Union and Chicago Fire from Major League Soccer (MLS); Canadian Vancouver Whitecaps and Mexican clubs Chivas de Guadalajara and Club America.  The football games are scheduled to take place in various locations across the United States and Canada in order to maximise exposure.

Michael O. Johnson, chairman and chief executive of Herbalife, added: “The Herbalife World Football Challenge is a great opportunity to expand our commitment to a healthy active life through sports and is an ideal backdrop to launch our new line of sports products” (MLS Press Box, 2011).  As a title sponsor and “Official Nutrition Company” of the event, Herbalife will provide all participating teams with their new line of new nutrition sports products, Herbalife24.  The deal also includes access into teams’ locker rooms and demonstration with the teams’ doctors and nutritionists.  The Herbalife 24 is a customizable seven-product line that everybody can determine day-to-day needs based on activity levels and training demands (Herbalife 24, 2011).

Herbalife did a great job in introducing and promoting their new products at the right time and in the right place through a successful tournament that attracted significant spectators and media broadcast.The tournament and sponsorship illustrates how a successful partnership can benefit all parties involved.

1. The tournament will increase awareness of European football on the American continent where American football, baseball, basketball, and ice hockey still dominate.

2. The title sponsor Herbalife will achieve activation, publicity and promotion of their products in the future due to mutual cooperation and partnership with each of the teams. Furthermore, the fact that this tournament is international will help Herbalife’s expansion globally.

3. And finally the European teams will benefit from expanding their brands overseas and increasing their fan base in the new potential market of 358 million American and Canadian sports fans.  Herbalife Football Challenge is a great example where everybody benefits from the event including organizers, sponsors, teams, players, spectators and media.


What Car? Announce Hankook as Associate Sponsor for Motoring Oscars 25th July, 2011

Hankook one of the world’s largest and fastest growing tyre manufacturers is to become an Associate Sponsor of the 2012 Motoring Oscars, the What Car? Car of The Year Awards. Hankook are also to sponsor the Ultra Low Carbon Award Category.

What Car? publishing director Andrew Golby said: “We’re delighted to welcome Hankook as a partner of the What Car? Awards. Like us, they recognise the increasing importance of low-carbon vehicles, and our readers feel the same way. Car buyers are placing an increasing priority upon energy-efficient technologies, and look to What Car? for guidance. The ultra-low-carbon category is an accolade that every manufacturer will be keen to win, and we look forward to announcing the result of our judging next January.”

Tony Lee, Managing Director Hankook UK said. “Hankook are pleased to become Associate Sponsor of the What Car? 2012 awards, and to also sponsor the Ultra-Low-Carbon category which is very much in line with the launch of our new Kinergy Eco tyre range. Looking after the environment and reducing our CO2 footprint are becoming an increasing concern for today’s consumer.

“The Kinergy Eco tyre combines the very latest materials, like silica nanoparticles, which are not commonplace in this segment, and cutting-edge compound technologies.  This has allowed Hankook to reduce the rolling resistance of the Kinergy Eco by 12 percent.  The energy savings is reflected in lower fuel consumption, thereby contributing to an improved overall CO2 footprint.”

The benefits of the sponsorship agreement includes the alignment with the most authoritative and trusted brand in motoring, brand positioning and awareness to an audience of key influencers and decision makers from the motoring industry.

The What Car? Car of the Year Awards are acknowledged by many as the UK Motoring Oscars.  It is the automotive industry’s best known and most influential awards ceremony and the event is coveted by car makers both in the UK and overseas.  The What Car? awards issue is a key influencer for consumers in their car buying decision making process and is the brands best selling issue and driver of website traffic.

The event is to be held at the Grosvenor House Hotel, Park Lane in London on the 11th January with top class entertainment yet to be announced.  Previous headline acts have included Jonathan Ross, Jimmy Carr, Al Murray and Jo Brand.

 

About WHAT CAR?

What Car?, the UK’s biggest car-buying brand, has two magazines, a market-leading website and several established brand extensions. Its flagship magazine has helped Britain’s car buyers make purchasing decisions for more than 30 years, and its tests are widely regarded as the most trusted source of new-car advice.

Latest National Readership survey results indicate that 797,000 people read What Car? magazine every month (NRS Jan-Jun 2010).

whatcar.com is the UK’s leading car-buying website, offering trusted reviews and data on every new car. A winner of numerous awards and accolades, whatcar.com is recognised as one of the UK’s leading consumer websites for car purchases and attracts over 2 million visits per month.

What Car? is owned by Haymarket Media Group – the United Kingdom’s largest independently owned publishing company with a portfolio of more than 150 titles, ranging from specialist consumer magazines to business titles and customer publications, published via wholly owned subsidiaries, joint ventures and under licence worldwide.

About HANKOOK UK

Hankook is one of the world’s largest and fastest growing tyre manufacturers for innovative, high-quality and high-performance radial tyres for passenger cars, light trucks, SUVs, RVs, trucks, and buses as well as motorsports (circuit racing/rallies).  Hankook sells its products in more than 180 countries with production facilities in Asia and Europe currently producing over 86 million tyres annually.

Hankook Tyres were first introduced into the UK in the early 1980s and since then the company has progressively built a level of brand awareness and reputation for quality equalling that of many longer established brands.  The extensive range of tyres are available through a network of quality retailers in support of which Hankook is committed to on-going development and further strategic expansion.

The company invests five percent of its revenues in Research and Development every year.  Their five Research and Development centres in Korea, Germany, USA, China and Japan develop the very latest in market-specific, customised and innovative technologies.  They greatly contribute in providing optimal tyre solutions designed to meet the regional requirements and demands of their customers.

Internationally leading car manufacturers such as Audi, BMW, Chevrolet, Chrysler, Ford, Hyundai, Kia, Opel, and Volkswagen rely on tyres made by Hankook for their original equipment.

Hankook are also involved with several internationally renowned motorsport events including the international touring car series DTM with Audi and Mercedes-Benz and the Le Mans 24 Hour Race with Ferrari.

The company invests some five percent of its revenues in Research and Development every year.  Such research has led to the introduction of the Kinergy Eco line of tyres which combines state-of-the-art tyre technology in the areas of safety, handling, and comfort with the environmental consciousness that is becoming an increasingly important criterion for today’s vehicles.

The Kinergy Eco tyre combines the very latest materials, like silica nanoparticles, which are not commonplace in this segment, and cutting-edge compound technologies.  This has allowed Hankook to reduce the rolling resistance of the Kinergy Eco by 12 percent.  The energy savings is reflected in lower fuel consumption, thereby contributing to an improved overall CO2 footprint.

Slingshot Sponsorship strikes Gold at the Corporate Engagement Awards 20th July, 2011

Slingshot Sponsorship has been recognised at the inaugural Corporate Engagement Awards, which was held in London on July 19th, 2011.

The sponsorship agency, which launched in 2010, collected two Gold Awards and two Silver Awards for their corporate partnership programme with The Direct Marketing Association (DMA) and credit and business information specialist Equifax.

Slingshot picked up the Gold Awards in the Best execution of a corporate sponsorship activity and Best collaborative approach categories, and Silver Awards in the Best communication of a corporate sponsorship activity and Best corporate sponsorship to help raise brand awareness categories.  Complete shortlist here.

Jackie Fast, Managing Director of Slingshot Sponsorship, said:

Having only launched one year ago it is a huge achievement to be up there with companies such as RBS, The Princes Trust, and BT.  We are absolutely thrilled to take home so many awards proving our innovative approach to sponsorship for rights owners is being recognised within the industry and gets results for our clients.

Commenting on the DMA’s success, Mike Lordan, chief of operations for the DMA, said:

The partnership between the DMA and Equifax has been extremely fruitful, helping us to raise awareness and understanding of sound data best practice. Winning these awards highlights what can be achieved by two organisations working in close collaboration.

The Corporate Engagement Awards, organised by Communicate Magazine, are the only European benchmark of best practice in all aspects of the corporate partnership & sponsorship process. They provide an opportunity for staff, companies, agencies and beneficiaries alike, to see their efforts recognised and to celebrate excellence in their collaborative projects.  Entries by contenders in each of the 16 categories were judged on the three criteria of strategy, execution and outcome.

NHL 2011 Stanley Cup Final Aftermath 4th July, 2011

Blaring of the final horn in the seventh, deciding game of the NHL 2011 Stanley Cup final divided Vancouver Canucks and Boston Bruins into losers and winners.  Boston Bruins became the Stanley Cup Champions again after long 39 years, what a reason for celebration!

The team celebrated excitedly on ice wearing merchandise already boasting the new Stanley Cup Champions’ logo provided by Reebok Hockey, the main NHL licensee.  The marketing partner Anheuser Busch brewery too made a special Bud Light beer edition with “Boston Bruins the Stanley Cup Champions” logo for the players to toast their victory – promoting sales and thus generating revenue for the NHL as a whole through shared revenues.

The main celebration was scheduled for the streets of Boston, where the team could celebrate together with their fans.  The city parade called the Rolling Rally involved eighteen duck boats carrying cheering players who presented the Stanley Cup to over a million of supporters.

The show also attracted a strong media interest, being broadcasted on both local and national TV networks, thus creating a great opportunity for other marketing partners, in addition to the official NHL partners, including TD Bank and Marriott hotel of Boston Bruins, to activate their sponsorship.  A visible affiliation with the event improved the public awareness of the marketing partners ultimately aiming to alter consumer behaviour.  Owing to the popularity of ice hockey, although still trailing behind NFL, MLB and NBA, large followings of fans, both local and importantly non local fans, were targeted, further improving the economic impact of the event in Boston.

The above is a prime example of the close association of the NHL and its sponsors, which, in the last six years, lead to a much needed, progressive increase in the NHL’s revenue.  This is following a lockout in the 2004-05 season when the NHL was suspended due to the rapid increase in players’ salaries, with only 7 teams of 32 in profit.  A salary cup was introduced then as a precaution calculated as a proportion of the previous season’s revenue.  As the NHL has just announced an increase in the salary cup for the coming season from $59.4 to 64 million, this indicates a good working sponsor partnership as well as efficient budgeting.  The NHL has definitely turned a corner and I look forward to more exciting games to come.

Cobra to Sponsor 2012 What Car? Awards 28th June, 2011

Cobra, a leader in the provision of security and safety solutions for the automotive industry, has announced that is to once again sponsor the prestigious What Car? Awards. The company will be sponsoring the performance and luxury award categories at next year’s event, to be held at The Grosvenor House Hotel in London on January 12, 2012.

Cobra has over 35 years experience partnering many of the world’s most recognised vehicle manufacturers, developing bespoke solutions for both factory and after market installation on a global level.

Cobra offers a vast number of products and solutions and is at the forefront of electronic and telematics systems technology for the automotive industry.  Cobra’s range includes alarms and immobilisers, parking sensors, in-car communications, entertainment solutions and GPS stolen vehicle tracking systems.

Managing director of Cobra UK, Andrew Smith, said: “With over 35 years experience working at the top level of this industry, we are proud to be teaming up with What Car? to sponsor the performance and luxury categories at the UK motoring Oscars.”

 

Through its CobraTrak and NavTrak brands, Cobra is the European market leader for Stolen Vehicle Tracking and the only approved supplier to: Audi, Bentley, Ferrari, Infiniti, Lamborghini, Maserati, Mercedes-Benz Trucks, Nissan, Porsche, Renault and Tesla. Cobra offers fully integrated stolen vehicle tracking services across 36 European countries, Russia and South Africa.

“Both award categories keep us front of mind with our existing and potential prestige car manufacturer partners, as a premium supplier of high end safety and security solutions to the automotive industry,” continues Smith.

Cobra also provides a range of telematics solutions to vehicle manufacturers, fleets, logistics providers and insurance companies.

Andrew Golby, What Car? publishing director, said: “We are delighted to be working with Cobra again, who return for a second year. Plans for next year’s event are well underway, and we are excited to have an opportunity to further develop the partnership.”

The What Car? Car of the Year Awards are acknowledged by many as the UK motoring Oscars. The event is the automotive industry’s best-known and most influential awards ceremony and the awards are coveted by car makers both in the UK and overseas. The event is attended by more than 1200 leading industry figureheads alongside many of the most influential motoring correspondents in the UK.

The sponsorship deal was secured by Slingshot Sponsorship.

ABOUT WHAT CAR?

The What Car? stable includes the long-established magazine,  the award-winning website whatcar.com, What Car? TV, What Car? Mobile and What Car? Video – available online or as a video podcast.

Latest National Readership survey results indicate that 797,000 people read What Car? magazine every month, while  two million consumers consult the What Car? website every month.

What Car? is owned by Haymarket Magazines, the UK’s largest independently owned publishing company with a portfolio of more than 150 titles, ranging from specialist consumer magazines to business titles and customer publications, published via wholly owned subsidiaries, joint ventures and under licence worldwide.

ABOUT COBRA

A leader in the provision of security and safety solutions for the automotive industry, Cobra is a Tier One partner to the main European and Asian car, commercial vehicle and motorcycle manufacturers, developing bespoke solutions for both factory and aftermarket installation. The company has a worldwide network of around 40 local commercial partners.

A pioneer of vehicle electronic solutions and at the forefront of vehicle security and safety technology, Cobra has been providing vehicle manufacturers with tried and tested products for line-fit since the 1970s.

Cobra’s products include Cobra Alarms and Immobilisers, Cobra Parking Sensors, CobraTrak Stolen Vehicle Tracking, In-car DVD systems, Rear View Reversing Cameras and Monitors,  Bluetooth® Handsfree Systems, Cruise Control and Speed Limiters.

Cobra provides a range of telematics solutions to fleets, vehicle manufacturers, logistics providers and insurance companies. Cobra already provides the telematics technology for the Coverbox pay as you drive insurance policy, and the Co-Operative is using it to power its Young Driver Insurance.

Happy Birthday Slingshot: Tips & reflections on starting a sponsorship agency 14th June, 2011

We’ve just had our first birthday – a very big moment for us all!

While waiting for our bottles of champagne to arrive on the table at our birthday party celebration, I thought about the past year and what I could have done better/differently through Year 1.  We’ve had many successes – our most recent being shortlisted for four awards at the upcoming Corporate Engagement Awards as well as a few hiccups, but all in all it’s been such a fantastic year and I can’t wait to start the next one.

Throughout the year, I am constantly asked how I made the leap and so I thought I’d jot down some of my own tips/experiences as a birthday gift to all those thinking about starting up a sponsorship agency (or any service based business for that matter).

  • TIP 1: Understand your agency’s value proposition

Without a full understanding of what your business does, it’s going to be next to impossible to explain, let alone convince others to buy into your service.  Clearly identifying what it is you do, who you’d like to work with, and knowing what you can’t/won’t do is incredibly important.  Do your research and find out what else is out there and what your competitive edge is.  And then, as a good friend and someone I regularly go to for business advice said, “Make sure you can explain all this in an elevator between the ground floor and the arriving on the first floor or else forget it.”

Our value proposition in plain English: We build/create things to make money.

More eloquently put, Slingshot identifies opportunities in businesses that new revenue streams such as sponsorship can be developed without having to change the direction or core focus of the business.  This creates partnerships and helps generate revenue for activity that is already being resourced.  It also opens up new audiences for your business to reach.

  • TIP 2: Use a cash flow

The number one failing of a business is not having enough cash flow.  Not only understanding how to put one together, but also using it to identify how to develop and grow your business moving forward.

With an educational background in finance, I thought I understood this fairly well, but a textbook understanding of cash flow and how it actually relates to your business turn out to be very different concepts when put into practice.  I’d highly recommend speaking to someone who has done it before and get them to help you tailor your cash flow to reflect your business objectives.

  • TIP 3: Shout about what makes you unique

If you are considering starting out on your own, I am assuming you already know what will make you different than your competitors.  If you don’t know, then it might be worth reconsidering whether or not you should be going it alone.
When you do know what you do better than the next guy, make sure to tell everyone you know.  This can be through your website, word of mouth, articles, profiles, credentials, your company blog and actively using social media such as Twitter.  Your unique selling point won’t ensure you’ll land every client that comes along, but it will help you get your foot in the door.

  • TIP 4: Outsource

Working until the wee hours of every night for the past year has not been my idea of fun, but I did anticipate it and assumed it was part of starting your own business.  However it did takes its toll, especially on tasks that I wasn’t particularly good at – such as invoicing and filing.  I finally made the decision to outsource some of our non-core activities and it has made a world of difference – allowing me to work on what I do best – being creative and building relationships between brands.

  • TIP 5: Love what you do

It is not always easy working in sponsorship and there can be a lot of rejection – both from prospective clients as well as prospective sponsors for projects you are involved with.  If you don’t love what you do, then you won’t make it past the long hours and what seems like an extraordinary amount of copywriting that I never knew existed (website, blog, articles, emails…) to find yourself sitting in the VIP room at the Hammersmith Apollo realising that you helped build this.  And hopefully in a month’s time admiring those first few awards in our office’s reception!

Make sure to keep track of our progress in Year 2, by signing up to our weekly eNewsletter & Facebook page.

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