How to Get the Most Out of Your Festival or Race Sponsorship (Elevate Connect)

Key Takeaways:

  • Summer is here, and brand sponsorship is in the air. From Coachella to Tough Mudder, brands that use cultural events to reach consumers should follow best practices to ensure ROI.
  • While brand activation may still be a somewhat new player in the marketing world, it is no longer a buzzword, having earned a place in mainstream marketing strategy.
  • Many outdoor retailers are struggling, especially in the wake of the “retailpocolypse.” However, many are finding success in incorporating experiential retail.


Sponsorship Checklist: Four Tips for Brands on Activating for an Active Crowd

Sponsorship Checklist: Four Tips for Brands on Activating for an Active Crowd
Since its founding 10 years ago, Tough Mudder has changed the style and layout of its courses, as well as branched out to new locations. Yet, most importantly, the race has acquired sponsorships, which have allowed the brand to continue growing and kept fans excited. As a result, Tough Mudder has stood apart from other endurance obstacle racing events in the ever-growing “fun-run” category.

Tough Mudder has succeeded in finding brand partners that not only provide financial support but improve the participant experience. Here, Event Marketer lists four insights for brands to consider when designing partnership programs for endurance events and festivals alike.


Buzzwords: Activation

Buzzwords: Activation

Experiential marketing is still an emerging discipline and is not commonly known to those outside the marketing world. Many people may actually find themselves in the middle of a brand activation without even knowing it. With its rise in popularity, brand activation has become more than a buzz word or a “nice to have” part of the marketing mix. As more brands see the potential in connecting consumers via physically-immersive experiences, activations have become a part of a healthy long-term marketing strategy.

Sarah Bakawai, marketing president of Fulcrum Property, says that even though something becomes a popular concept, you cannot force implementation. The design and execution of any brand activation has to make sense for the individual brand. Involving too many tactics and touchpoints that don’t flow organically can kill the entire experience. Read more to find out how to maintain the organic spirit of your activation.


Twitter’s Head of Global Events Talks Experiential at Cannes Lions 2019

Cannes Lions International Festival of Creativity has been billed as the Oscars of the creative marketing world. The festival celebrates the creative community with inspirational talks, interactive workshops, a coveted awards ceremony, and a lot of fun between. The five-day event is also the perfect opportunity for brands to engage with elite creatives at the highest level.

Throughout the years, Twitter has had a strong presence in Cannes, but more recently has invested heavily in brand activation and integrations. Event Marketer sat down with Helen Stoddard, head of global events, to talk about the importance of conversation, integrative themes, and experience design.


L.L. Bean, Uber Introduce Campsite Pop-Ups for Summer Experiential Campaign

L.L. Bean, Uber Introduce Campsite Pop-Ups for Summer Experiential Campaign
With the hopes of bringing a breath of fresh air to the people in the city, L.L. Bean teamed up with Uber for its “S’more Out of Summer” campaign. The goal? To bring classic outdoors activities to city folk and encourage fans to find joy the outdoors.

The inspiration for the campsite pop-ups came from a recent study that revealed, although there are roughly 90 days of summer, consumers feel they don’t have time to enjoy the season. Most Americans do not get a summer break and only a small fraction get a “summer Friday” perk. That’s a lot of lonely inflatable pool floats. Read more to learn about L.L. Bean’s other fun collaborations and activities going on this summer.


Is Experiential Retail the Antidote for Outdoor Retailers?

It’s no secret that the retail landscape is changing, but the end is not necessarily near. One reason why many stores have continued to thrive is due to adopting an experiential retail approach. The beauty industry, for example, has surged in recent years as many brands in the space have embraced the power of experience and community.

Taking notes from those beauty brands that have used experiential to bolster their billion-dollar industry, some outdoor specialty companies found that selling sporting goods was not so much different than selling makeup. More outdoor specialty companies have used experience-based retail integration to leverage their own dedicated community of passionate consumers. Read on here.


Industry Insights: How Clusterfest is Using Comedy to Redefine the Brand Experience

Festivals worldwide are increasing in size and scope. Within the U.S. there are more than a thousand music, food, film, tech and culture festivals, and the number of those who attend is steadily increasing. As festivals continue to play a prominent role in our culture, the producers of Clusterfest saw that the comedy world needed its own space.

Vice President, of Business Development at Superfly, Chad Isaaq says “comedy is the biggest form of content that we consume-both in the diversity of platform and content itself.” In the comedy space there is ample opportunity to connect with fans. Read more about how Clusterfest uses comedy as a second language and creates unique brand experiences for their attendees.


Be a Better Negotiator in Everyday Life

Be a Better Negotiator in Everyday Life
People think the act of negotiation is only for high-stake situations like a political impasse or a lucrative business deal. The truth is, we negotiate a lot more than we think. Negotiation is present within large and small conflicts and is a part of our daily life. The reason many people get anxious about negotiating is because the general belief is that, in the midst of negotiating a deal, someone wins – and someone loses.

But negotiation skills can aid people in their everyday lives. The first step in an effective negotiation is understanding what the other side (whether that be your children, significant other, or boss) really want. When you approach a negotiation as a way to problem solve, not prevail, you’ll likely be able to breathe a sigh of relief.


E3 2019: Check Out the Coolest Booths, Parties, and Brand Activations

E3 2019: Check Out the Coolest Booths, Parties, and Brand Activations

This year, E3 continued its reign as the biggest event in the video game industry. The Los Angeles-based event drew over 66,000 industry professionals and 15,000 fans, so it’s no surprise that it achieved significant buzz on social media and via live stream.

The event wouldn’t be what it is today without the 200 plus exhibitors who create extravagant experiences to engage attendees. Between the DJs, gaming lounges, cosplay characters, panels, interactive booths and brand activations, there was something for everyone. Not to mention that attendees were able to interact with the biggest names in the industry, including Fortnite, Oculus, Epic Games and Twitch, who threw raging afterparties. Check out the coolest ones here.

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Author: Nick Riggall


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