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MillerCoors’ Coors Light is leveraging SnapTag technology to enable customized regional promotions as extensions of a national, sweepstakes-driven Super Bowl XLV campaign.   The brand is employing the mobile image recognition technology to achieve multiple, simultaneous objectives, according to Ryan Lindholm, client partner at Razorfish, Coors Light’s digital agency.

The NHL launched a Facebook campaign to promote its “Guardian Project” partnership with famed comic book icon Stan Lee, who along with a team of artists designed a superhero character for all 30 NHL teams. The campaign, which is called “Guardian 30 Match-Up,” has fans vote to determine the order in which each team’s superhero […]

Quite often sponsorships are lumped in with traditional media even though they offer distinct possibilities with unique attributes.  There are several reasons for this occurrence.  The biggest one is marketing budgets regularly do not include a line item for sponsorships.  Therefore, by default sponsorships fall under “media” dollars.  As a result sponsorships become media driven […]

State Farm is continuing its quest to connect with younger consumers with the sponsorship of a popular social game on Facebook. The Bloomington, Ill.-based insurance company is launching a six-month ad campaign within the game Car Town that includes branded missions, virtual item giveaways and new State Farm-branded promotions that let players earn bonuses of […]

Marketers are boosting their commitment to sports sponsorship. Major League Baseball, the National Basketball League, National Football League and the National Hockey League are reporting a combined 7.6% increase in sponsorship revenue in 2010 to $2.28 billion from $2.12 billion last year. The numbers come from IEG Sponsorship Report. The report says the spending rise […]

Third-quarter results leave no doubt that the tentative recovery in the media business will also be unevenly distributed, with the Internet faring dramatically better than traditional media competitors in the print and broadcast world. This continues the long-term shift to digital media that was already in evidence before the economic downturn; it was simply accelerated […]

On September 21st, I attended the Sports 2.0 Digital Summit in San Francisco presented by Coyle Media.  The summit was well attended and included big name brands like Twitter, Facebook, ESPN.com, Yahoo Sports and others.  Teams, agencies and properties were also on-hand to discuss the latest trends in the digital space.   Social Media was […]

Leading your company to integrated marketing success without breaking the bank Sponsorships and Activation. Everyone does it, right? Some more than others and some better than others. For the most part, most of us really only hear about who just closed the biggest deal. And the names usually repeat themselves, over and over. According to […]

Activating sponsorships in today’s world is not easy.  What works for one brand or sponsor may not work for another.  Numerous challenges may exist such as a lack of resources, insufficient lead time or distribution issues.  Because of these challenges and the continued momentum in the digital space, more and more sponsors are turning towards […]

The NY Jets released a social video game in Facebook to feed the fans’ love for football. The Ultimate Fan becomes the first NFL-backed game in the social network to generate revenue through virtual goods and product placement sponsorships.