Tag: Strategy

British Cycling Film Unveils ‘Lead Our Sport, Inspire Our Communities’ Strategy Launch

On 6 September British Cycling launched a flagship film unveiling its ‘Strategy To Paris 2024’ following the stunning, medal-winning success of UK cyclist at the Tokyo Olympic and Paralympic Games across track, road, BMX and mountain bikes.   Voiced by British freestyle BMX star and Olympic gold medalist Charlotte Worthington and developed and produced in… Continue reading British Cycling Film Unveils ‘Lead Our Sport, Inspire Our Communities’ Strategy Launch

The FA’s ’90 Mins To Change Our World’ Spot Unveils New Game-Changing 4-Year Strategy

On 13 January 2021, The FA launched a 100-second online video called ’90 Minutes To Change Our World’ to promote FA the governing body of English football’s new four-year strategy.   Launched into an environment in which, according to The FA, the importance of football to society has been clearer than ever as it offered… Continue reading The FA’s ’90 Mins To Change Our World’ Spot Unveils New Game-Changing 4-Year Strategy

Timberland Grows #NatureNeedsHeroes With ‘Your City, Your Nature’ Artists Video Series

A new social video series campaign, called ‘Your City, Your Nature’, from the outdoor retailer builds on its ‘Nature Needs heroes’ global platform, launched earlier this year.   Working with agency Pereira O’Dell, the ‘Nature Needs Heroes’ platform is based on a commitment to a greener world and which seeks to engage a young, urban,… Continue reading Timberland Grows #NatureNeedsHeroes With ‘Your City, Your Nature’ Artists Video Series

Adidas’ 56-Strong Superstar Squad Leads Russia ’18 Open-Source/Personal ‘Creativity Is The Answer’ Campaign

Adidas’ central World Cup work seeks to re-engineer the traditional sponsorship activation approach into a co-created, open-sourced strategy based on personal stories that bring to life the brand’s umbrella theme that no matter what the challenge, creativity is the answer   This objective starts with work created by a 56-strong team of brand endorsers: some… Continue reading Adidas’ 56-Strong Superstar Squad Leads Russia ’18 Open-Source/Personal ‘Creativity Is The Answer’ Campaign

NFL Sponsor Snapchat Stratagem > From New Season Kick-Off To Super Bowl 52

The start of the new football season sees several sponsors favour Snapchat led activation.   From Tostitos ‘Lucky Bags’, through Pepsi’s ‘They Win, You Score’, to Bud Light’s ‘Custom Cans’ campaign, Snapchat campaigns abound.   These are just three examples of sponsors running variations of the same social media leverage tactic: linking NFL-customised packaging to… Continue reading NFL Sponsor Snapchat Stratagem > From New Season Kick-Off To Super Bowl 52

NIKE PRE-PREPARED CONGRATULATORY CAMPAIGNS Celebrate Endorser Success & Push LIMITED EDITION PRODUCT RANGES

Nike’s marketing partnership playbook now regularly features congratulatory campaigns for athlete ambassadors and/or sponsored teams to celebrate milestone victories and leverage consumer passion at its peak.   The tactic is built on pre-prepared content (rather than assets created on the fly in real-time) and the formula follows an established pattern: a spearhead spot (typically debuting… Continue reading NIKE PRE-PREPARED CONGRATULATORY CAMPAIGNS Celebrate Endorser Success & Push LIMITED EDITION PRODUCT RANGES

Leverage Increased Rugby Interest Or Go Dark And Avoid Disappearing In A Cluttered Landscape?

Amidst the rugby union juggernaut that is the RBS 6 Nations Championship, rugby brands not directly associated with this blockbuster tournament are facing one of the industry’s standard strategic dilemmas: should they attempt to leverage increased interest in the sport associated with its dominant property via ambush work, or should they go dark in terms… Continue reading Leverage Increased Rugby Interest Or Go Dark And Avoid Disappearing In A Cluttered Landscape?

Adidas Football Expands #FirstNeverFollows Big Idea Via Pogba-Led Pre-Season ‘Blah Blah Blah’

Two weeks before the start of the 2016/17 football season, Adidas continues its #FirstNeverFollows idea with a new multi-market campaign, ‘Blah Blah Blah’, led by Paul Pogba and promoting its new boot range.   In addition to the French midfielder star, the campaign, which primarily pushes its X16, Ace16 and Messi16 boots (Pogba himself wears… Continue reading Adidas Football Expands #FirstNeverFollows Big Idea Via Pogba-Led Pre-Season ‘Blah Blah Blah’

Euro 2016 Trends > Key Strategies, Tactics & Tech

1: National Stereotypes & Country Clichés   Sponsor spots and ambush ads built on national stereotypes and country clichés are alive and well in Euro 2016 marketing: with the English, French, Germans and Scots all getting the caricature commercial treatment.   While FA partner Mars’ #Believe sees English mounted knights, tea ladies and corgis storm… Continue reading Euro 2016 Trends > Key Strategies, Tactics & Tech

Philadelphia Eagles: Behind The Scenes Daily Snapchat

The Philadelphia Eagles have been connecting with fans via Snapchat longer than most NFL teams and through the current NFL season they have been demonstrating why they are one of the leading sports teams at engaging across the channel on a daily basis.   For those who had added ‘eagles’ on @Snapchat the team has… Continue reading Philadelphia Eagles: Behind The Scenes Daily Snapchat

Risky/Rewarding Subway NHL Playoff NBC Overtime Tie-In

Subway is benefiting from its high-risk, high-reward media sponsorship strategy during this year’s NHL Stanley Cup Playoffs.   The fast food chain took a chance on partnering with NBC on the title sponsorship of the NHL broadcaster’s ‘Subway Overtime Intermission Report’ – a show segment that only airs if a hockey game goes into overtime.… Continue reading Risky/Rewarding Subway NHL Playoff NBC Overtime Tie-In