In the first quarter of 2018, Japanese tyre giant Yokohama leveraged its shirt sponsorship with Chelsea FC through a global brand and sales campaign which set out to showcase the synergies between the brand and club called ‘Drive For More’ Territory: International (Primary: India, Malaysia, Vietnam, France and Iberia) Agency: Pitch Marketing Group… Continue reading Yokohama Leverage Chelsea Shirt Deal To Launch Multi-Market Brand & Sales ‘Drive For More’ Campaign
Tag: Synergy
Paddy Power Donates LGBT Cash For Host Nation Goals In ‘Rainbow Russians – From Russia With Equal Love’
On the eve of the World Cup kick-off, Paddy Power launched a cause campaign called ‘From Russia With Equal Love’ that sees the betting brand back the host nation by donating £10,0000 to LGBT charities for every goal that Russia scores during the tournament. Blending football fun with a serious, values-based commitment, this initiative… Continue reading Paddy Power Donates LGBT Cash For Host Nation Goals In ‘Rainbow Russians – From Russia With Equal Love’
Women In Football (+ Supporter Synergy & Sponsor Betfair) Launch #WhatIf Campaign
A month ahead of the men’s FIFA World Cup kick off in Russia, UK based organisation Women in Football has launched #WhatIf – a fresh initiative that aims to change the landscape for women working in the football industry. The campaign, sponsored by Betfair and supported by sport and entertainment agency Synergy, runs primarily… Continue reading Women In Football (+ Supporter Synergy & Sponsor Betfair) Launch #WhatIf Campaign
Monster Energy Leverages Ambassador McGregor Via High-Energy, Brand Synergy #IAmTheBeast Campaign
Two weeks ahead of his big fight, Monster Energy has released #IAmTheBeast featuring UFC fighter Conor McGregor. With the UFC champion taking on unbeaten boxing legend Floyd Mayweather on 26 August in one of the richest and most hyped fights in history, Monster Energy leverages its endorser deal with McGregor. #IAmTheBeast is spearheaded… Continue reading Monster Energy Leverages Ambassador McGregor Via High-Energy, Brand Synergy #IAmTheBeast Campaign
England Rugby Sponsor Mitsubishi Launches Film Focusing Smart Thinking & Player Preparation
The latest activation phase of Mitsubishi Motors’ Rugby partnership revolves around a film exploring how England Rugby players prepare for games with a focus on smart on-field decision making. The spot from the RFU’s Official Performance Partner features current forward stars Maro Itoje, Courtney Lawes and Mako Vunipola and it aims to showcase some… Continue reading England Rugby Sponsor Mitsubishi Launches Film Focusing Smart Thinking & Player Preparation
Hartley/Greenwood Front Canterbury’s England Rugby Fan Commitment Prank Prior To 6 Nations
Canterbury rugby ambassadors Dylan Hartley and Will Greenwood front a hidden camera stunt spot that tests unsuspecting England rugby fans’ commitment to the team shirt via a set of comic live scenarios. Initially each fan is personally greeted by England Rugby captain Hartley in the lobby of of the London Marriott Hotel Twickenham before… Continue reading Hartley/Greenwood Front Canterbury’s England Rugby Fan Commitment Prank Prior To 6 Nations
Squarespace Launches Long Form Films Telling Leo Bridges Story At Grammys
For a major Grammys campaign, website design platform Squarespace partnered with singer Leon Bridges – a nominee for Best R&B album and a bona fide customer with a spearhead film. The activation, developed with Austin-based agency Preacher, explores Bridges’ path to fame from washing dishes and playing coffee shops and bar gigs last year… Continue reading Squarespace Launches Long Form Films Telling Leo Bridges Story At Grammys
BMO’s Unorthodox NBA Canada Spot Reflects ‘Naive Authentic’ Trend
The Bank Of Montreal (BMO) debuts its new NBA Canada sponsorship with a new commercial asking what, if anything, the bank really knows about basketball. The spot, called ‘Bank That Knows Ball‘, revolves around kids on courts across the country sceptically questioning if BMO even knows any basketball terminology or trash talk. The… Continue reading BMO’s Unorthodox NBA Canada Spot Reflects ‘Naive Authentic’ Trend
RWC Partner MasterCard Uses Power Data For Fan ‘Tackle Like Lomu’ Challenge
In the week leading up to the final, Rugby World Cup sponsor MasterCard expanded on its ‘Turning the World Oval: Priceless’ campaign with a power and physicality ambassador-led activation stand called ‘Tackle Like Lomu’. This phase of the payments brand campaign was based upon research conducted with Cambridge University theoretical physicist Dr John Biggins into… Continue reading RWC Partner MasterCard Uses Power Data For Fan ‘Tackle Like Lomu’ Challenge
Omega Activates ‘Solar Impulse 2’ Eco Adventure Partnership
Watch giant Omega is activating its partnership with round-the globe sun-powered plane project ‘Solar Impulse’ with an eco-accented campaign that includes a live video feed from the aircraft’s cockpit. Omega is broadcasting Solar Impulse 2’s historic journey across its international platforms revolving around a project-specific web hub. Activation strands range from online films… Continue reading Omega Activates ‘Solar Impulse 2’ Eco Adventure Partnership
Chevy Axes World Series ‘Silverado Strong’ Stunt
Major League Baseball’s strategy of using its showpiece World Series to raise awareness of the joint cause programmes of the league and its partners is not only admirable, but also potentially provides a fine template for powerful rights owner/sponsor CSR alliances. But when the partnership lacks genuine synergy there can be potentially disastrous consequences.… Continue reading Chevy Axes World Series ‘Silverado Strong’ Stunt
RBS Six Nations Live Challenge Gaming App
With the trend for dual screening stretching out across the entire sponsorship space, it is now the turn of European rugby fans to use a second screen to participate live alongside the 2012 Six Nations Tournament via an interactive app called the RBS Six Nations Live Challenge. Throughout the match, the app challenges… Continue reading RBS Six Nations Live Challenge Gaming App
