Tag: Experiential Marketing


Monster Energy Partners With Outlook Festival 2013 24th July, 2013

Monster Energy has partnered with Outlook as the festival’s ‘Official Energy Partner’. With Monster launching in Outlook’s homeland (Croatia) this Summer, the US energy drink has incorporated the bass-music festival into its portfolio of live music events to launch a number of regional and international activations. This will include on-pack promotions and online competitions in the build-up to the event across 12 international markets; sampling at the four-day festival itself; and exclusive video content to be released once the festival finishes in September.

Mark Mylam, Account Manager for Outlook & Dimensions Festivals at Slingshot, commented:

We’re delighted  that Monster has teamed up with Outlook Festival 2013. The heavy, ‘live-fast’ attitude the Monster brand represents ties-in perfectly with Outlook’s young and passionate demographic, paving the way for some really unique activation over the next three months. The fact that Outlook is Monster’s sole music property as it launches in Croatia, illustrates how highly regarded the festival is regionally, while the global competitions  being run through Monster’s Facebook page show its global appeal.

We can’t wait to see the Monster  team along the Adriatic Coast in September!

This deal was brokered by Slingshot Sponsorship.

Experiential: 3 Ways to Maximise Your Assets 20th January, 2012

With the London 2012 Olympics fast approaching we are due an influx of experiential campaigns in 2012. With headline sponsors of P&G, Coke and McDonald’s taking the majority of the London 2012 marketing opportunities – both in sponsorship as well as ramped up advertising campaigns, other brands will be engaging in shorter term experiential marketing to capitalise on this once in a lifetime opportunity.

Experiential marketing at its basics is a live brand marketing campaign allowing consumers to experience the product through their senses.  It occurs in real time and is a two way communication between the brand and consumer – creating a lasting connection with the brand, which is then amplified through other marketing channels. Experiential activation offers a great way to showcase a brand’s products, or simply demonstrate what the company can offer with immediate feedback.  Some examples of experiential campaigns we’ve run include Tracker’s Photo Booth for the What Car Awards 2012 and the EA Sports’ Game Hub at the London Irish Rugby Club’s St. Patricks Day Party.

Maximising Assets for Experiential Sponsorship Campaigns

1) Brand Positioning

With immediate feedback, experiential activities first need to ensure their audience is the right audience to be receiving feedback from.  Ensure that you are very clear who the target audience is first and then decide how best to reach them and more importantly where to reach them.

Being relevant to the right consumers will provide both the correct feedback, but also will enable you to drive the communications further through additional marketing campaigns.

2) Engagement is Essential

You have to be engaging in activity consumers can relate to and want to engage with. The message and positioning should be clear and concise ensuring cut through.  Providing people an experience that is on brand for the experiential activation, on brand for the company and also on brand for the sponsorship platform will create a cohesive message with all parties building resonance with the audience.

3) Make it Last

Even if your experiential activity is a one-off campaign, ensure you are making the most of it and that you have resources to support this.  If the objective is to create a viral campaign through the experiential activity, do not forget to include a social strategy that will drive this communication forward through user networks and your own company network through user generated content, videos, competitions, etc.

McCain Foods to Partner with London Irish End of Season Party 21st April, 2011

McCain Foods & London Irish partner to encourage more families to get more active more often.

The last London Irish Big 5 game, End of Season Party, will kick off on April 23rd promising to be another wonderful day for families with activities and live entertainment alongside the last league game – London Irish vs. Northampton Saints.  To provide a unique experience for London Irish fans, The Big 5 event series combines activities and entertainment to support the exhilarating rugby games held throughout the year.  Many brands have been taking advantage of the opportunity, activating experiential campaigns and reaching an engaged audience of London Irish rugby fans and young families.

McCain Foods, principal partner of UK Athletics, has signed a partnership deal with the event and will be bringing its interactive McCain Track and Field road show experience to the London Irish End of Season Party. The McCain Track and Field roadshow will give youngsters the unique opportunity to try out the different basic elements of athletics in a fun environment. McCain ambassador and 400m hurdler Perri Shakes-Drayton, who won bronze at the European Championships last August and is a 2012 hopeful, will be on hand throughout the day to offer tips to youngsters taking part in the day.  

 The London Irish End of Season Party promises to be a great family day out and we are pleased to be bringing a taste of athletics to the event. As principal partner of UK Athletics we are committed to getting more families more active more often, and the McCain Track and Field Roadshow experience is an ideal introduction to the sport.

Bill Bartlett, Corporate Affairs Director at McCain

With an event expecting over 12,000 supporters in attendance, the last home Premiership rugby game is set to be a memorable one.  Additional brands involved with End of Season Party include Grosvenor Casinos, EA Sports, Equifax and Hilton Hotels.

The deal was secured through Slingshot Sponsorship.

End of Season Party tickets are selling fast, be sure to book your ticket today! 

Call the Ticket Hotline on 0844 249 1871 or click here to buy tickets.

London Irish Rugby Experiential Campaigns with St. Patrick’s Party 22nd March, 2011

The highly anticipated London Irish St. Patrick’s Party, event 4 of the Big 5, will kick-off Saturday 26th March at the Madejski Stadium, Reading with a crowd of over 20,000 expected!

The legendary St. Patrick’s Party will include live entertainment and activities for London Irish supporters alongside the London Irish vs Exeter Chiefs game, which kicks off at 3pm.  Activities will include brand experiential campaigns, set up through the support of Slingshot Sponsorship, London Irish Rugby Club’s experiential/event sponsorship agency.  Brands supporting the event include EA Sports, Aviva, Highland Springs, Equifax, Hilton Hotels, Grosvenor Casinos and Pump Technology.

Jackie Fast, Managing Director of Slingshot Sponsorship commented, “By working with brands and the London Irish Rugby Club, we were able to support a series of events that fans can truly get engaged with.  Additional activities alongside the games provide families with a full day of entertainment, which is fun for the entire family.  This level of engagement is the perfect platform for brands to get involved with, ensuring that their positioning is reaching the audience at a time when it is sought.”

Brands involved had the opportunity to participate in sponsorship by providing an experience for London Irish supporters – an unrivalled opportunity to support London Irish Rugby Club as well as engage with supporters through experiential campaigns they were already running.  This provided a great sponsorship opportunity for everyone involved – the brands, London Irish Rugby Club, and most of all the supporters attending.

St. Patrick’s Party tickets are selling fast and with only a handful of seats left be sure to book your ticket today!

Call the Ticket Hotline on 0844 249 1871 or click here to buy tickets.

Global Action Plan supports London Irish Big 5 10th February, 2011

Global Action Plan has signed on to support London Irish Rugby Club alongside the London Irish Big 5, set up through the Slingshot Sponsorship agency. The legendary rugby club has this season expanded the annual St. Patrick’s Day Party into five big events with live entertainment and activities for supporters young and old. 

Global Action Plan is an award winning environmental charity that works with all kinds of groups, from school children to corporate employees, to bring about engagement and action on sustainability issues. For the London Irish Big 5 events, Global Action Plan will be promoting their youth volunteering project, Climate Squad, with its wide-reaching environmental initiatives; Operations Pump It Up and Bust-a-flush.

Some of the young volunteers will be based in the car park of the Madejski Stadium pumping car tyres and explaining to car owners how keeping your car tyre pressure at the recommended level can save you up to 8% on fuel costs and reduce emissions.

Felicity Greenland, London Irish Marketing and Events Director, comments: “We are very happy to have Global Action Plan involved in our Big 5 programme. We are excited about helping to showcase environmental issues as well as providing an engaging experience for our supporters.”

Through their support, Global Action Plan will be provided with a fantastic profile opportunity to get involved in sport sponsorship and to promote their cause to an engaged audience.

Trewin Restorick, Global Action Plan CEO, states: “We are looking forward to bringing our Pump it up Programme to London Irish and the Big 5.  We can’t wait to showcase how our charity works and how young volunteers can get involved.”

Global Action Plan has agreed involvement with the February 12th – Valentines vs Newscastle Falcons and the February 26th– Festival of Rugby vs Harlequins. 

More Information

London Irish Big 5: http://www.london-irish.com/Big5.ink

Global Action Plan: http://www.globalactionplan.org.uk/

Slingshot Sponsorship: localhost:8080/slingshotsponsorship.com