Posted by Rami Levi on September 2, 2014 03:03 PM
Call it a modern day miracle, but a candy brand has firmly associated itself with athleticism. The beautiful branded partnership between Seattle Seahawks running back Marshawn Lynch and the Mars-owned Skittles continued today with the release of a hilariously branded “training video.”
The video features the Seahawks star pushing through a rigorous training session with the help of his sugary friends. In light of the astronomical bidding war between Nike and Under Armour over the coveted feet of Kevin Durant, the video demonstrates the power a partnership born organically from genuine mutual interest between endorser and brand.
The love affair between Skittles and Lynch, aka Beast Mode, has been well-documented. After a few seasons of free publicity—TV broadcasts often catch Lynch snacking on Skittles during games—Skittles signed Lynch to a deal just before Super Bowl 48. Immediately following the signing, Skittles implemented a fairly standard sponsorship strategy with the launch of a limited edition Seattle Mix and donating to Lynch’s foundation during the Super Bowl.
But Skittles, known for its eccentric mastery of social media content, is just beginning to explore the creative possibilities of a “beast mode brand.”Continue reading...
Posted by Mark J. Miller on August 28, 2014 11:23 AM
America’s premier tennis event, the US Open, got underway in Queens earlier this week and with it came a lot of expectations for one particular player: 17-time Grand Slam winner Roger Federer.
Federer had a rough year in 2013, but he seems to have gotten his groove back, barely losing to world No. 1 Novak Djokovic at Wimbledon this summer and picking up three tournament wins this year. While Federer's wins on the court may have taken a little hiatus, his professional brand hasn't skipped a beat.
Sponsor Nike released Fed's new line of tennis shoes to much fanfare after the athlete debuted the new kicks on the court Tuesday, where fellow Nike partner, sports star and design inspiration Michael Jordan looked on.
The legendary athletes actually worked together to develop the new tennis shoes, which are based on the Air Jodan 3, which came out in 1988 just when Federer was getting into sports. Nike designer Tinker Hatfield, who designed the Jordan 3, also designed Federer’s Zoom Vapor AJ 3.Continue reading...
Posted by Claire Falloon on July 21, 2014 01:03 PM
As concert and festival-goers don their denim cut-offs and band t-shirts this summer, they should also get ready for the usual barrage from brands clamoring for their money and attention.
This year fans will encounter everything from advertising and promotions to carefully integrated digital and live experiences from brands including Jim Beam, Honda, Budweiser, Vans and even Staples, which is sponsoring Katy Perry’s Prismatic World Tour (seriously, office supplies? What happened to sex, drugs and rock & roll?)
Old school purists may not like it, but concert sponsorship is nothing new and the presence of big corporate brands in music is a reality we may all have to get used to.
As Lady Gaga noted at SXSW back in March, “without sponsorships we won’t have any more artists in Austin, because record companies don’t have any f*cking money.” And as music labels recede, the big brands are marching in.Continue reading...
Posted by Dale Buss on July 18, 2014 03:03 PM
Music has long been a great currency of marketing. But automotive brands are taking their involvement with music to new levels these days as they seek ways to make connections digitally and with their toughest demographic, Millennials.
Honda, for example, just launched an ambitious effort called Honda Stage that involves concert sponsorships and other music touch points. Nissan this week announced a two-year partnership with the Americana Music Association, give the brand closer ties to country music and Nashville.
And Mazda, though a small brand by automotive standards, now also is trying to mount an outsized presence in the music arena. The automaker just announced an expanded partnership with the Rock 'n' Roll Marathon Series, making Mazda the official automotive partner and doubling the brand’s participation this year to eight or nine events.
The series involves combining entertainment and running, featuring live bands performing at every mile along the course and a post-event headliner concert. Mazda will also have lots of on-site activations such as the Mazda Fueling Station with free food and beverages. It kicked off in Chicago this week and continues through December.
Mazda’s North American vice president of marketing, Russell Wager, talked to brandchannel about the new partnership and the brand's bigger strategy and goals:Continue reading...
World Cup Daily
Posted by Mark J. Miller on July 14, 2014 02:01 PM
Germany won in more ways than one following the results of Sunday's World Cup final, where the country's national team claimed victory over Argentina in a 1-0 overtime thriller and one of its biggest brands, adidas, solidified its superiority in the sport over rival Nike.
adidas, an official sponsor of the Cup, outfitted both Germany's and Argentina's teams, helping the brand declare victory over Nike since the two brands launched an epic marketshare battle centered around the tournament. Ultimately, adidas prevailed as the most talked about brand during the Cup thanks to a broad marketing strategy that included ads, social media and a major presence at the event.
For one thing, as Bloomberg notes, many of the players Nike had signed as brand ambassadors were either injured or sent packing early in the Cup, while many of those under contract with adidas, particularly Argentina’s Lionel Messi, stayed in the tournament for much longer, ultimately giving adidas a lot more air-time.Continue reading...
Posted by Shirley Brady on July 8, 2014 04:43 PM
As noted here, TD Bank was a proud sponsor of the first WorldPride event held in North America. Also showing its colors in Toronto late last month: the smart auto brand, which sponsored the event's opening ceremonies in Toronto. And south of the border, on June 29, thousands of Apple employees and their families marched in the San Francisco Pride Parade, where employees were welcome by Apple CEO Tim Cook, who was lauded in today's Wall Street Journal as a "more collaborative" and compassionate leader than Steve Jobs. Check out both brands' 2014 Pride videos below.Continue reading...
Posted by Mark J. Miller on July 8, 2014 02:08 PM
Soccer is the one category where Adidas has a significant market-share lead over archrival Nike and the latter would love to change that. For evidence, take a gander at how much Nike has invested in World Cup-related marketing.
As much as Nike would like to conquer the one last silo Adidas has, it apparently isn’t ready to open its wallets completely in order to continue being associated with the biggest-name football club in the world: Manchester United.
Nike’s 13-year deal to supply uniforms for the team ends next year and the pair have been in talks about an extension. Nike currently pays out around $40 million annually along with a percentage of merchandise sales to ManU, Bloomberg reports. Now the team is said to want $102.8 million each year—an amount that Adidas may be willing to pay—as Nike confirmed today that it will no longer sponsor the storied team.Continue reading...
Posted by Shirley Brady on July 7, 2014 06:05 PM
The recent WorldPride event in Toronto marked the first time the event had been held in North America—and served as a testament to platinum sponsor TD Bank Group's acceptance of diversity.
The most valuable brand on Interbrand's Best Canadian Brands report, TD Bank not only sponsored WorldPride 2014, which ran from June 20 to 29 and attracted an estimated two million people across the Greater Toronto Area, but helped the host committee land the event by sponsoring their bid and accompanying them to make their case to InterPride, the event's organizer, in a first for a corporate sponsor.
It also wasn't a one-off commitment. TD is supporting 42 Pride events across North America this year, including signing a multi-year partnership with Boston Pride, all part of its bigger committment to equality and creating an inclusive workplace. "This is our tenth year of supporting Pride events," notes Scott Mullin, the bank's Vice President of Community Relations. "Ten years ago it was seen as pretty edgy for a financial institution."Continue reading...