The Locker Room
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The Locker Room
A briefing on global sponsorship affairs.
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Sponsorship and storytelling

Sponsorship and storytelling | The Locker Room | Scoop.it
Sports sponsorship should be about storytelling and experiential, writes Edgar Kuipers, client services director, Havas Worldwide Amsterdam.
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E-cigarettes: Will tighter ad rules send sector up in smoke? | Trends | Marketing Week

E-cigarettes: Will tighter ad rules send sector up in smoke? | Trends | Marketing Week | The Locker Room | Scoop.it
E-cigarettes may be growing in popularity, but if new regulation is passed, further development in marketing the category could be stalled.
The Locker Room's insight:

Digital platforms have shaken things up, and no one knows quite what the rules are - this is true across the board. But one place where we might not expect to see this playing out is the tobacco industry. Advertisers are stumbling over themselves to sell e-cigarettes, with many large tobacco companies pulling 180 degree turns. See this article for an interesting discussion of what is a frontier for marketing, advertising, healthcare and modern-day ethics.

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BlackBerry opts against Lewis Hamilton ad campaign - Brand Republic News

BlackBerry opts against Lewis Hamilton ad campaign - Brand Republic News | The Locker Room | Scoop.it
BlackBerry will not feature Formula One drivers Lewis Hamilton and Nico Rosberg in its advertising, despite reportedly paying $12m a year to sponsor the Mercedes AMG Petronas F1 team.
The Locker Room's insight:

Promising forward thinking from Blackberry here - leveraging their ambassadors' personalities rather than just their fame.

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HSBC

HSBC | The Locker Room | Scoop.it
Welcome to the global HSBC YouTube channel. Here you will find exciting highlights from our golf, rugby and cultural arts sponsorships, as well as all our la...
The Locker Room's insight:

It's been a long time coming, but here is the brand new custom HSBC YouTube channel! Delighted to see this going live.

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Audi rolls out first augmented-reality ads to promote R8 supercar - Brand Republic News

Audi is launching its first augmented-reality (AR) ad campaign in the UK, to promote its R8 V10 plus "supercar" model. - Brand Republic
The Locker Room's insight:

Audi and BMW are both now making heavy use of augmented reality, contemporary tool of choice for premium brands.

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Santander set to unite Ennis, McIlroy and Button in major campaign - Brand Republic News

Santander set to unite Ennis, McIlroy and Button in major campaign - Brand Republic News | The Locker Room | Scoop.it
Santander is to bring together its three sporting brand ambassadors - Jessica Ennis, Rory McIlroy and Jenson Button - in a major ad campaign planned for the spring. - Brand Republic
The Locker Room's insight:

It will be informative to see how Santander uses these three in their upcoming ad campaign. What is the common ground between these stars and what they represent, and will that result in an effective, layered brand message, or a flat statement of who they pay for...

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adidas Y-3 – Interactive Live Stream

ACNE has created a cutting edge Interactive-Live-Stream-Experience for adidas Y-3. On the 9th of September, the Y-3 Spring/Summer 2013 collection was revealed at…
The Locker Room's insight:

Adidas here branch into high-fashion, also trying to harness the seemingly insatiable need for people to get closer to fashion, its people, its shows. Next -level engagement or empty hype?

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Rugby - Australia expecting record crowds for Lions tour

Rugby - Australia expecting record crowds for Lions tour | The Locker Room | Scoop.it
The Australian Rugby Union is banking on this year's British and Irish Lions tour breaking attendance records.
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Eurostar reignites battle between England and France in new ad | Advertising news | Campaign

Eurostar reignites battle between England and France in new ad | Advertising news | Campaign | The Locker Room | Scoop.it
Eurostar reignites battle between England and France in new ad. Campaign, first for advertising & creative news
The Locker Room's insight:

Nice opportunistic piece by Eurostar ahead of this weekend's matches,

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TA "live" by JWT London | View ad creative on Campaign

TA "live" by JWT London | View ad creative on Campaign | The Locker Room | Scoop.it
View TA
The Locker Room's insight:

Innovative work here from our own office, driving recruitment for the territorial army. Championing a new breed of understated advertising, which does not aim to persuade with sloganeering, but rather points people towards the important real-life aspects of what it aims to communicate.

 

This approach could be especially interesting when considered in terms of sponsorship - where by nature there are a lot of interesting real-life points to communicate. 

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Budweiser Super Bowl XLVII - Talk To Me Canada

Introducing Budweiser Red Lights. Buy yours today at www.budweiser.ca/redlights (Must be legal drinking age)
The Locker Room's insight:

Amazing work here from Budweiser.

 

To get outside the box these days, you need 3-D thinking. Thinking which builds the brand into the fans' experience of the game. Watch this video for a clever and cheeky example of this put into action.

 

 

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Lions Heroes 2001 Lions Series - Brian O'Driscoll

Brian O'Driscoll is one of three MyRugbyTV Wallabies & Lions Heroes from the 2001 Lions Series. A test centurion having played 120 matches for Ireland, O'Dri...
The Locker Room's insight:

"The Lions are Coming" - a very australian retrospective look at some past lions games, anticipation of the coming tour. Full article here: http://www.theroar.com.au/2013/02/14/best-of-lions-tour-performances-video/

 

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Short film directed by Guy Ritchie starring David Beckham - H&M Spring 2013

Short film directed by Guy Ritchie starring David Beckham - H&M Spring 2013 | The Locker Room | Scoop.it
Exclusive short film directed by Guy Ritchie to celebrate the launch of the updated David Beckham Bodywear for H&M collection. Available in selected stores a...
The Locker Room's insight:

Is this a short film?

 

It definitely plays on many of the tropes of modern sports advertising, but its hard to gauge its artistic merit. It is in the viral chart, but as always with such things we have to wonder if this is more to do with the big names around than anything else.

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Can celebrities take on the brand marketer's role? | Trends | Marketing Week

Can celebrities take on the brand marketer's role? | Trends | Marketing Week | The Locker Room | Scoop.it
Would you hand your marketing budget to a famous face?
The Locker Room's insight:

Following Ronaldo's recent collaboration with Martin Sorrell, celebrities are increasingly intertwined with brands. This is in many ways the logical conclusion of a sponsorship / brand ambassador relationship - more than skin deep. As for Team HSBC, we love it when a Lions Legend enjoys our advertising, or when George Gregan laughs at the new 7s film. But how would it look if we got them involved earlier in the process?

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Coke to air UK anti-obesity ads | Advertising news | Campaign

Coke to air UK anti-obesity ads | Advertising news | Campaign | The Locker Room | Scoop.it
Coke to air UK anti-obesity ads. Campaign, first for advertising & creative news
The Locker Room's insight:

Watching this mood-film-esque spot from coca cola here, I wonder if they are being hugely hypocritical, or hugely progressive. Is it responsible or unsavoury for a brand that has probably played a major role in contemporary obesity epidemics positioning itself as the solution to this problem?

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Tourism Australia relaunches Best Job In The World - Brand Republic News

Tourism Australia relaunches Best Job In The World - Brand Republic News | The Locker Room | Scoop.it
Tourism Australia has retuned one of the most successful campaigns in recent years and relaunched its ‘Best Job In The World‘ campaign with six jobs up for grabs this time, each with a six-month contract and a £67,000 package.
The Locker Room's insight:

Cadbury's and tourism Australia both promoting 'The Best Job in the World' as their brand message. Where HSBC offers consumers a better reality, other brands promise escape to fantasy..

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Sponsorship and strong program has HK on the rise |Sports |chinadaily.com.cn

While the Chinese national rugby team is struggling to get back into the top flight in Asia, Hong Kong has fast emerged as one of the region's most consistent title contenders.
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Barclays set to replace Lloyds as British Olympic sponsor - Brand Republic News

Barclays set to replace Lloyds as British Olympic sponsor - Brand Republic News | The Locker Room | Scoop.it
Barclays is to be the first new sponsorship signing for Lord Coe‘s embattled British Olympic Association (BOA), replacing Lloyds as the primary financial-services partner. - Brand Republic
The Locker Room's insight:

We have to wonder whether this is a shrewd move by Barclays. Becoming literally interchangeable as sponsors will make it less likely that consumers will distinguish the two. Unless Barclays characterise their sponsorship very differently to Lloyd's, it is doubtful that this partnership will significantly imporve their brand equity.

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Transport for London unveils Penguin series to mark 150th anniversary - Brand Republic News

Transport for London unveils Penguin series to mark 150th anniversary - Brand Republic News | The Locker Room | Scoop.it
Transport for London is entering the next phase of its anniversary celebrations marking 150 years of the Underground, with the release of a 12-strong series of branded Penguin paperbacks that look at the social and cultural impact of the Tube.
The Locker Room's insight:

Nice piece of unusual comms from Transport for London to celebrate their 150th anniversary - reminds us that advertising does not need to be TV, Print, Digital, and we should always consider what else we can make, whether its a series of short stories or even a coin...

 

In a world where everything is increasingly digital, and where consumers are increasingly wary of believing what they are told, giving them something tangible is a strong alternative, and it allows them to connect with the brand on a very primal level.

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The Future of the Fashion Show - Topshop Unique AW13

Get the full experience on Topshop.com: http://bit.ly/Wm31Zh Ever wondered what it would be like to be Cara Delevingne, Jourdan Dunn, Rosie Tapner or Ashleig...
The Locker Room's insight:

This collaboration between Google and Topshop is receiving a lot of attention on the blogs at the moment. It seems to hit all the right notes - interactive, social, leveraging tech and passion groups. However, it's not clear what exactly it delivers for the brand. Is it all buzz and no strategy? Does it take the magic out of fashion? Is manufactured intimacy still intimate? Uintentionally, it raises a lot of questions. Of course, the most important question is the one we have to ask - what can this example teach us that we could apply to sports sponsorship communications?

 

 

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International Rugby Board - News

International Rugby Board - News | The Locker Room | Scoop.it
IRB Chairman Bernard Lapasset and IOC President Jacques Rogge are excited about Rugby Sevens Youth Olympic Games debut.
The Locker Room's insight:

Sevens continues its growth and amplifies its future-focus, moving towards women's and youth events.

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David Beckham stars in Sainsbury's Active Kids TV campaign - Brand Republic News

David Beckham stars in Sainsbury's Active Kids TV campaign - Brand Republic News | The Locker Room | Scoop.it
Sainsbury‘s is to use brand ambassadors David Beckham and Ellie Simmonds for the first time in a TV ad for its Active Kids scheme. - Brand Republic
The Locker Room's insight:

Two weeks ago we covered H&Ms use of David Beckham to represent their brand. Not long after, Sainsbury's are due to have the footballer star in their ad. Can Beckham really say something deep and meaningful about each of these brands? Or is he merely doing the rounds, causing people to see him and not what's being advertised? The advert, when it comes out, will be telling.

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British and Irish Lions Rugby 2013: Pre 6 Nations Squad Outlook

British and Irish Lions Rugby 2013: Pre 6 Nations Squad Outlook | The Locker Room | Scoop.it
There are now less than five months until the British and Irish Lions board their flight to Hong Kong , and begin the 2013 tour of Australia. The coaching team has been named and selection meetings have taken place...
The Locker Room's insight:

Reading this report from two weeks ago really makes clear the impact the six nations is having, and will continue to have, on selections for the Lions squad. Is Sexton still head and shoulders over the competition after last weekend? And more importantly, will he be when the Lions depart in June...

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New Guinness Advert 2013 - Clock

The story of the clock that challenges the ordinary. 'Clock' is the new Guinness advert released in January 2013. 'Clock' celebrates the attitude shared by G...
The Locker Room's insight:

The latest Guinness ads feature beautiful creative. They are shot brilliantly, and are a joy to watch. But something is missing.

 

Where is the strategy? For a brand whose heritage is so rich, a brand with a firmly embedded sense of place, a brand which employs full-time historians to research its story, is "made of more" really the most compelling, differentiating brand proposition that was available?

 

Bring back Arthur.

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Capturing the Super Bowl buzz | Marketing Blogged | Marketing Blogs

Capturing the Super Bowl buzz | Marketing Blogged | Marketing Blogs | The Locker Room | Scoop.it
Super Bowl LXVII was truly epic this year; from the high octane game, to the star studded half time performances, the 30 minute black-out and the creative
The Locker Room's insight:

Further to our post last week about how all sports act on a global stage, sports marketers on our side of the 'pond' cannot afford to ignore the phenomenon of the Superbowl and all it entails. While this may be a brand of sport which seems a million miles from good English tennis, rugby or golf, there are centrainly lessons to be learned from tapping into the zeitgeist. This post from the Marketing Magazine blog makes a good stab at recording them. Particularly interesting is the social aspect - crucial for us to understand the touchpoints and screens our consumers use to engage in the experience of sports.

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GEICO Dikembe Mutombo Commercial - Happier Than Dikembe Mutombo Blocking a Shot

Subscribe now to the GEICO channel and get all the new commercials delivered to you automatically. http://www.youtube.com/geico Loving the commercials? Take ...
The Locker Room's insight:

Good populist campaign here from Geico, capitalising on the natural themes which capitalises on the natural cultural truths which evolve around a sport - exactly the right tack.

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