To promote its sponsorship of the London 2012 Paralympic Games Sainsbury’s has released a David Beckham-fronted webfilm and TV ad featuring the world’s most famous footballer wearing an eye mask and being put through his blind football paces by Team GB’s David Clarke. With both a cinema and TV release, as well as… Continue reading Beckham Blind Footie Ad In Sainsbury 1m Kids Challenge
Tag: IOC
Fencing Sponsor Beazley’s RHS Flower Show Duel
February saw Beazley unveil its partnership with Hillier Nurseries and Garden Centres at the Royal Horticultural Society (RHS) Chelsea Flower Show, to bring a fencing themed garden exhibit entitled ‘Duel and the Crown’ to the 2012 exhibition. Beazley is a sponsor of the British Fencing Team and this collaboration celebrates the Olympic sport of… Continue reading Fencing Sponsor Beazley’s RHS Flower Show Duel
Dow, Olympic Stadium Wrap & The Bhopal Disaster
Another interesting sponsor adversity response story to watch unfold in coming months is that of London 2012 partner Dow Chemicals. How the US chemical giant’s executives and marketers respond to ongoing criticism connected to the Bhopal chemical disaster could become a test case for adversity activation. A group of activists – including Indian… Continue reading Dow, Olympic Stadium Wrap & The Bhopal Disaster
Nike’s Early London 2012 Ambush ‘Makes It Count’
Is Nike outmanoeuvring rival and official sponsor adidas when it comes to which brand is most associated with London 2012? Online buzz research from Engine digital agency Jam says that it is. Its findings suggest that Nike is well ahead of its great competitor when it comes to online conversations about the… Continue reading Nike’s Early London 2012 Ambush ‘Makes It Count’
Related: TFL Cable Car Gets Emirates On 2012 Skyline/Tube Map
Another alternative is the semi-official ambush – which sees a brand become an official sponsor of a property that relates in some way to a bigger event. A recent example of this kind of innovative approach saw airline Emirates sponsor Transport For London’s new state-of-the-art cable car across the Thames. This shrewd… Continue reading Related: TFL Cable Car Gets Emirates On 2012 Skyline/Tube Map
Olympians: Virgin & Bolt > Nestle & Daley > Hovis & Pendleton
There are several examples of London 2012 ambush campaigns that are simply fronted by future, current and past Olympians: three of the more interesting and high profile initiatives in recent months are the new Virgin Media broadband ads featuring track superstar Usain Bolt, Nestle’s‘Get Set, Go Free’ promotion backed by a phalanx of Olympians and… Continue reading Olympians: Virgin & Bolt > Nestle & Daley > Hovis & Pendleton
Thematic: Happy Egg Co athletic TVC has Vangelis soundtrack
This 30-second TV ad features hens engaged in a range of athletic pursuits, from chicken racing to long jump, and its soundtrack is the unmistakable opening theme of the film ‘Chariots of Fire’. The track, called “Titles”, is by Vangelis and is a tune from one of the most popular film themes of the 1980s… Continue reading Thematic: Happy Egg Co athletic TVC has Vangelis soundtrack
Nike’s Fuelband Tracking Initiative Opens 2012 Ambush
Exercise gadgetry seems to be all the rage this season, with products like the Jawbone UP and MotoACTV entering the marketplace hot on the heels of adidas miCoach and its F50 Speed Cell tracking systems. Nike, one of the trend setters in this space with its revolutionary Nike + initiative, is determined not… Continue reading Nike’s Fuelband Tracking Initiative Opens 2012 Ambush
BMW Launches London 2012 Olympic iPad Magazine
The latest phase of BMW’s London 2012 sponsorship activation sees the upmarket car brand launch in innovative (and free) Olympic iPad magazine app. The tier-one sponsor of the London Games has unveiled a free interactive magazine app, created by Partners Andrews Aldridge, which features a range of exclusive content. Olympic rower James Cracknell… Continue reading BMW Launches London 2012 Olympic iPad Magazine
EDF 2012 ‘Thank Yous’: Deflecting Cost Criticism?
EDF Energy, a London 2012 Tier One domestic sponsor and LOCOG’s sustainability partner, has launched a new ‘Thank yous’ initiative – the latest phase of its Olympic sponsorship work. Effectively the utilities brand is opening up a monthly prize draw offering prizes including VIP tickets to the Olympics games. The strategy is an all-inclusive… Continue reading EDF 2012 ‘Thank Yous’: Deflecting Cost Criticism?
BP Backs Story Of The Games & Cultural Olympiad
Simple, old-style fan zones are certainly not enough for the Olympic Games – after all, they do come with the tagline The Greatest Show on Earth. Indeed, London looks set to host the biggest festival of all during this summer’s 2012 Olympics. Bringing IOC global partners and LOCOG sponsors additional outlets to activate… Continue reading BP Backs Story Of The Games & Cultural Olympiad
Lululemon Ambushes Cool Sporting Event In British Columbia
A full-on ambush campaign at the Winter Olympics saw trendy Vancouver yoga-gear company Lululemon launched a special edition line of outdoor winter clothing called “Cool sporting event that takes place in British Columbia between 2009 & 2011 Edition’. The hooded sweatshirts, tuques and T-shirts went on sale two months before the Games began. … Continue reading Lululemon Ambushes Cool Sporting Event In British Columbia
