Sponsorship & Event Marketing

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The Pepsi Challenge: Managing and Maximizing Major Investments in Sponsorship

Jim Andrews, senior vice president, content strategy, IEG, LLC, interviewed Jennifer Storms, senior vice president, global sports marketing, PepsiCo, Inc., about her role in sponsorships at PepsiCo, and how the company has launched a new global strategy for leveraging partnerships across multiple products and brands.

Hennessy: Targeting the Bicultural Bilingual Latino

Manny Gonzalez, multicultural marketing director, Moet Hennessy USA, discussed how the Hennessy brand is successfully targeting the bilingual, bicultural Latino consumer with digital and experiential marketing through their multi-city “DJ Mixmasters” program.

The Faith-Based Market: Multicultural Marketing & Diversity Case Study

Melanie Few, president, Results Inc., Natara Holloway, VP retail development & consumer products, NFL, Marla Jones, client relations & management, Results Inc., and Telisa Yancy, director, advertising, American Family Insurance, discussed ways to respectfully reach the faith-based market segment and presented a case study example of a partnership between the NFL and American Family Insurance for the Super Bowl Gospel Celebration.

The Faith-Based Market: Multicultural Marketing & Diversity Case Study

Melanie Few, president, Results Inc., Natara Holloway, VP retail development & consumer products, NFL, Marla Jones, client relations & management, Results Inc., and Telisa Yancy, director, advertising, American Family Insurance, discussed ways to respectfully reach the faith-based market segment and presented a case study example of a partnership between the NFL and American Family Insurance for the Super Bowl Gospel Celebration.

State Farm Takes Music to a Better State

State Farm has long used music as a platform to build loyalty among the next generation of insurance buyers.

Dr Pepper Snapple Group Partners with the Chicago Bears

In order to strengthen its presence in Chicago, the Dr Pepper Snapple Group has inked a seven-year, estimated multi-million dollar partnership with the NFL Chicago Bears.

Embracing Customer Insights to Create Successful Experiential Marketing Platforms

Eddie Newquist, EVP, chief creative officer, shared how GES leverages customer insights to create effective experiential marketing programs. A case study for the Disney film “Bolt” was also shared.

How Millennial Ready is Your Cause?

Cause marketing is more important to the Millennial generation than to any previous generation, but marketers will need to modify their cause-marketing strategies to order to reach this audience.

Old Habits Do Die: Sponsor Survey Sees Less Reliance on Ads, Signage

The 12th annual IEG/Performance Research Sponsorship Decision-makers Survey indicated that sponsors are changing how they evaluate and activate their partnerships.

Visa Charges Up Social Media Around 2012 London Games

Visa will launch its first-ever global social media campaign around the 2012 London Summer Olympics.

Zurich Takes Old School Approach to Activation

Zurich Insurance Group used its PGA tour sponsorship to promote its 100th anniversary of doing business in the U.S.

A Love Story About Yogurt

This is the story of a young yogurt company going head-to-head with industry goliaths who controlled two-thirds of the market and had 20X the budget. This case explains how with fresh eyes the brand was able to see flaws in category conventions and introduce its yogurt in a completely new way.

5 Seconds to Glory

Klondike's 2011 marketing objective was to increase awareness and persuasion around Klondike's new flavors, with the ultimate goal of increasing sales and maintaining our market position.

A Foundation for Life

By repositioning Permanent Life Insurance from a death benefit to a life benefitNorthwestern Mutual exceeded its sales goal by 100 percent, outperforming policy sales for the entire insurance industry. The astonishing results convinced a previously skeptical field force of the power of advertising.

Book Burning Party

Troy Public Library would close for good unless voters approved a tax increase. With little money, six weeks until the election, facing a well organized anti-tax group whod managed to get two previous library-saving tax increases to fail, we had to be bold. We posed as a clandestine group who urged people to vote to close the library so they could have a book burning party.

Cardiac Care From a Cactus

Although recognized nationally as a Top-100 Hospital by Thompson Reuters, Abrazo consistently ranked fourth among Phoenix's five major metro healthcare systems in terms of brand preference and utilization. Abrazo Health Care elevated their image to improve brand perception, increase heart care preference and more than double emergency department usage goals.

CDW: People Who Get IT

CDW was perceived as a box pusher of technology. They needed to showcase their higher level solution expertise in order to grow their business. They needed to show that they Get IT. By launching an integrated campaign, focusing on their solution capabilities, CDW revenue grew a remarkable 23 percent over the same year-ago period.

Convincing Youth Not to Text

Texting while driving (TWD) is more dangerous than driving while intoxicated — a serious problem people weren't taking seriously. The opportunity was to influence a new generation before they could adopt the habit.

Creating Credibility for RIFT, a New Video Game, Against a Dominant Market Leader

In the seven years since World of Warcraft (WoW) launched, no challenger had launched a game to successfully stem the category leader's continued increase in players. Our premise was to confront WoW players head on and position RIFT as a credible alternative that demanded their attention.

Drive One

Ford was in dire need of a makeover. The launch of Drive one gave Ford a new voice; real people telling their real stories. Since the campaign began, Ford has seen 3 years of steady market share growth, stopping a 14 year slide.

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