This Yuletide US commercial from athletic retailer Dick’s Sporting Goods, called ‘The Gift’, might just be the sweetest storytelling spot of the festive period. It certainly aims to tug on the emotions at this traditionally family-focused time of year and bring a seasonal smile to the face. The 60-second TV ad’s narrative revolves… Continue reading Seasonal Storytelling Sweetness: Dick’s Sporting Goods ‘The Gift’ TV Spot
Tag: Local
Calgary Hitmen Fans Break ‘Teddy Bear Toss’ Record In Festive Local Kids Cause
Activative’s favourite festive sports marketing event – hockey’s annual Teddy Bear Toss – broke all records this year The treasured holiday tradition in many North American minor league and junior hockey markets, saw two of the event’s most enthusiastic participants – The Calgary Hitmen (of Western Hockey League) and The Hershey Bears (of the… Continue reading Calgary Hitmen Fans Break ‘Teddy Bear Toss’ Record In Festive Local Kids Cause
Land Rover’s Grassroots-Led Integrated RWC Work Blends Ads, Ambassadors, Mascots & Experiences
At the heart of Land Rover’s new ‘We Deal In Real’ brand campaign leveraging its Rugby World Cup rights lies its support for ‘grassroots-to-stadium’ rugby. United by the hashtag #WeDealInReal, the campaign spans several strands – from high-profile central advertising strand and social media content, to experiential initiatives, mascot leverage, global media partnerships and… Continue reading Land Rover’s Grassroots-Led Integrated RWC Work Blends Ads, Ambassadors, Mascots & Experiences
Thatchers Cider Work At Glastonbury Spans Ticket Giveaway, Outdoor Assets & On-Site Activation
Thatchers Cider leveraged its rights as the official cider of the Glastonbury Festival both pre-event and onsite with a campaign promoting its flagship ‘Gold’ brand that spanned from ticket giveaways to at festival pouring. Its campaign began with a straightforward web and media partner competition giving away a pair of festival passes. The… Continue reading Thatchers Cider Work At Glastonbury Spans Ticket Giveaway, Outdoor Assets & On-Site Activation
Cleveland Indians #TribeLive ‘Scavenger Hunt’ Celebrates MLB Opening Day
To celebrate Major League Baseball ‘Opening Day’, the Cleveland Indian’s hosted a scavenger hunt around the city – hiding bags of club swag and then tweeting clues for fans to find them. The team’s marketers scoped out several notable locations around town and then seeded visual and verbal clues to the secret spots across… Continue reading Cleveland Indians #TribeLive ‘Scavenger Hunt’ Celebrates MLB Opening Day
Sprite’s Live Experiential #FirstHomeGame For LeBron
NBA sponsor Sprite capitalizes on the excitement surrounding Lebron James’ Cleveland homecoming with ‘First Home Game’ – a live experiential event that it turned into traditional advertising and social content and linked to an on-pack product promotion. The event, which was held on the Patterson Park basketball courts where LeBron first discovered his passion… Continue reading Sprite’s Live Experiential #FirstHomeGame For LeBron
Bolt Fronts Visa Europe WC Work & Samba Celebrations Lead Its Global Campaign
Visa splits its international World Cup activation between a Bolt-Fronted European campaign and a global web hub initiative focusing on international samba celebrations. While local markets run individual competitions primarily across social platforms. Visa Europe is another Brazil 2014 sponsor fronting its international (Europe and beyond) World Cup activation with its star athlete… Continue reading Bolt Fronts Visa Europe WC Work & Samba Celebrations Lead Its Global Campaign
Social Success & Shoe Sale Sexism: Heineken’s CL Story
While the Lisbon-based, all Madrid final saw Heineken successfully round-off its umbrella global ‘Share The Sofa’ 2014 Champions League initiative, many headlines shifted from settee to shoes as critics poured scorn on its Brazilian sexist sale stunt. Local Champions League activation in the World Cup host nation saw UEFA partner Heineken link with Brazilian… Continue reading Social Success & Shoe Sale Sexism: Heineken’s CL Story
Nando’s Real-Time ‘Fergie-Time’ Newsjacking Tweet
The real-time marketing trend goes on and this week’s stand out piece of digital opportunism came from restaurant brand Nando’s in response to the news of Sir Alex Ferguson’s retirement. As the greatest manager of his era, perhaps of all time, brings to an end his reign at Old Trafford, quick witted marketers at… Continue reading Nando’s Real-Time ‘Fergie-Time’ Newsjacking Tweet
Intelligence Gathered: Sony’s Global Skyfall Campaign
October saw Sony launch a global product ad campaign, ‘Intelligence Gathered’, to amplify its sponsorship of the latest Bond film on the very day of the movie’s UK cinema release. The MI6-led spy initiative spans several elements – from in-film product-placement, through digital media to traditional advertising platforms. The multi-product, multi-category campaign is… Continue reading Intelligence Gathered: Sony’s Global Skyfall Campaign
RBS Brands Link On Grass Roots RugbyForce Launch
RBS Group, in a rare campaign that combines each of its individual consumer facing brands, announced in early January 2012 to launch this year’s grassroots rugby union initiative RugbyForce. Developed in partnership with sponsorship agency Synergy and launched simultaneously at London’s Twickenham Stadium (with ambassador Tom Wood) and at Waunarlwydd RFC in Wales (with… Continue reading RBS Brands Link On Grass Roots RugbyForce Launch
O2 Ireland’s Play Them Next Has Local Community Focus
An above-the-line phase (TVC, outdoor and print) aims to raise awareness of O2’s sponsorship of Ireland’s rugby union team as they head off to the Rugby World Cup in New Zealand. But it also aims to drive viewers on to the campaign website With the objective of counteracting the remoteness of the New… Continue reading O2 Ireland’s Play Them Next Has Local Community Focus
