Archive for January, 2009
Marketshare isn’t an issue for Footjoy, which won its first shoe count on the PGA Tour in 1945, and which has been ’The #1 shoe in golf’ for many years.
But with the introduction of the new SYNR-G, it won’t just be new ambassador Padraig Harrington wearing Footjoys this year.
Where do we sign?!
By Tim Crow on January 9th, 2009
Tags: Default, Golf, New Product Development, PGA Tour, Sponsorship, Synergy
There was much to admire about the very first sponsorship of 2009, LG’s sponsorship of London’s New Year’s Eve fireworks.
When the deal was originally announced back in November I liked the synergy between the LG ‘Life’s Good’ brand philosophy and the optimism of the New Year’s Eve celebrations, but wondered how effectively LG could use the asset to bring the brand to life given the constraints presented by, variously, the BBC, GLA and the location.
Ultimately I thought they did a really good job, the stand-outs being the giant projections of filmed New Year’s Eve messages from the likes of Boris Johnson, Helen Mirren, Ricky Gervais and Homer Simpson, and the distribution of mini-films onto the web and to news channels.
They did miss one big opportunity though, which was to leverage the fertile activation territory presented by the leap second, which – QED – became one of the biggest stories of the night.
But with that caveat aside, hats off and Happy New Year to LG and BBH.
By Tim Crow on January 7th, 2009
Tags: Brand marketing, Branded content, Default, Digital marketing, Experiential marketing, Film, Media, Sponsorship, Synergy, Viral Marketing, YouTube
December saw James Haskell of London Wasps and Steve Borthwick of Saracens switch the pitch for the pool by playing a game of rugby in the underwater tank at Pinewood Studios. Submerging themselves in 1.2 millions litres of water, the England duo were promoting the GUINNESS PREMIERSHIP Drinkaware Weekend and highlighting the importance of staying refreshed by drinking water in-between alcoholic beverages.
Have a look at the behind-the-scenes footage to see how the players avoided sinking in their size thirteens:
By Nick Stocker on January 6th, 2009
Tags: Guinness, Guinness Premiership, Public relations, Rugby
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