Yesterday I was pointed in the direction of an article on social media that suggested brands should choose a targeted Facebook ad campaign to promote their product(s) to fans of a sport or sports team, rather than through any official partnership with the sport or team in question.

The article’s main argument was that by advertising to fans of a club on Facebook, the brand could save itself 99% the cost of a sponsorship and have more measureable results than a ‘traditional sponsorship’.

The writer signed off by saying: “If I ran a business that made its dollars (the article originates from Australia) raising sponsorship funds, or was highly dependent on sponsorship for revenue, I would be very concerned about now”.

I’m undecided as to which irritated me more, the writer’s lack of understanding of marketing, social media or sponsorship.

There is no doubt that social media is changing the way we communicate globally. As an industry, sponsorship has embraced social media with brands, teams, sports stars and the media are all creating reams of content that is giving fans multiple additional ways to consume their sport.

Granted, a brand that marketed itself in this way may see a return, but I would argue that this return will mirror their investment – minimal. As part of a wider sponsorship activation strategy, Facebook advertising could drive significant traffic to your website or product, but only if the brand has established a level of credibility with its target audience. Shoe-horning a traditional communication tool like advertising into the growing medium of social media and expecting it to be an instant success is just a little bit ludicrous.

Brands that sponsor a sports team build an affinity with the fans who appreciate the investment that the brand is putting into their club to help them progress. Fans are unlikely to show loyalty to a brand that hangs on the coat tails of a team without giving anything back.

I for one cannot recall a single ad that has appeared on my Facebook page – if I’ve not signed up for it, I’m not interested. Sponsorship is proven to benefit brand recall and in many cases leads to a positive shift in brand preference.

Facebook is aiming to have a billion users by December 2010, but when you drill down into the specific audience that you want to speak too, the numbers may not be so impressive.

The thing with Facebook is that not everyone lists their hobbies and interests. Take me for example, I haven’t listed Formula One as a hobby on Facebook but my friends and colleagues know that I post updates or tweet about F1 every day, so you would not be targeting as many people as you could through sponsoring a team.

Associating officially with a club will not only give your brand visibility in-stadia, but also online via the club’s website, access to supporters clubs, advertising in event programmes and, depending on the sport or team, possible television exposure – and that’s before you throw in access to tangible assets such as players, club representatives, tickets or replica kit.

Any good sponsorship agency will find a deal that offers opportunities to meet the brand’s objectives and which doesn’t involve ‘paying a premium to the club’.

Facebook may appeal to those marketeers who don’t really understand social media but for those that do, social media offers so much more than just advertising. Engage with your target audience through competitions or promotions, give them access to exclusive content, ask their opinions and create a dialogue that enhances their experience rather than interrupts it.

Whilst writing, a saying sprang to mind which really sums this up for me, ‘if you pay peanuts, you get monkeys’. Concerned? I’m not.

By Synergy on March 26th, 2010

Tags: Default, Facebook, Social Media

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Yesterday, FIFA announced the stellar line-up – an array of international and African artists – for a ‘Kick-Off Celebration Concert‘ in Soweto on June 10 to mark the opening of the 2010 FIFA World Cup in South Africa. Predictably, the story generated worldwide coverage. But I couldn’t help feeling that FIFA has got its PR strategy on this wrong, and could learn something from the Olympic Games.

Shakira and Alicia Keys will help kick-off the 2010 FIFA World Cup

Back in February, I blogged from Vancouver on what a huge story the Vancouver 2010 Opening Ceremony became in the week leading up to the ceremony itself. This was because the VANOC took the opposite approach to FIFA, by deliberately not revealing details of who would be performing in the Opening Ceremony, or indeed anything about what the show would be like – which naturally generated a tidal wave of media and consumer speculation and discussion, and made the Opening Ceremony one of the most eagerly-anticipated events I’ve ever encountered.

Bryan Adams and Nelly Furtado performed “Bang the Drum” at the 2010 Winter Olympic Games opening ceremony

My mind went back to this when FIFA made their announcement yesterday, and I couldn’t help but feel that FIFA has missed a trick by announcing their line-up. Had they adopted the approach taken by VANOC, I’m sure it would have created the same level of buzz and anticipation that we saw in Vancouver – maybe even more. Sure, there will be buzz around the FIFA gig, but nowhere near as much as there would have been if we didn’t know who was going to perform.

By Tim Crow on March 18th, 2010

Tags: Football, Football Sponsorship, Music, Olympic sponsorship, Olympic sponsorship consultants, Olympics, Public relations, Vancouver 2010, Winter Olympics, World Cup

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Today I find myself feeling especially Irish, buoyed by the news that one of my favourite books, Round Ireland with a Fridge, has been made into a feature film with the author Tony Hawks in the main starring role. This is especially excellent having developed a teenage crush on the main character when I first read the book: India, November 2006 (I was not a teenager then, just the crush was).

I won’t tell you what happens in the book – needless to say it involves a fridge and Ireland.

But I can say this. I recommend the book highly especially if you find yourself relaxing on some faraway beach as I was in Kerala way back when. If the book doesn’t make you laugh out loud at least once then take a deep look at yourself. And again. And try and locate a sense of fun.

What is less funny is that currently, the team who created the film, don’t know if it will ever be seen by a wide audience. Which would be no less than a tragedy.

Incase you’re not familiar with the art of movie distribution, here’s a very quick lesson – and special thanks to Jeff at HowStuffWorks for the inspiration behind this list:

1. Someone has an idea for a movie – writes outline, uses it to try & get interest in the idea.
2. A studio or independent investor decides to purchase rights to the film.
3. Screenwriter, producer, director, cast, crew come together – to help make the film.
4. The film is completed and sent to the studio.
5. The studio makes a licensing agreement with a distribution company.
6. The distribution company determines how many copies to make.
7. The distribution company shows the movie to prospective buyers representing the theaters.
8. The buyers negotiate on which movies they wish to lease.
9. The theater shows the movie for a specified number of weeks.
10. You & I buy a ticket and watch the movie. And eat popcorn loudly if you’re one of those annoying cinema go-ers (I am not). Infact, don’t get me started on anti-social foods that are sold in movie houses…

Simple. In theory at least.

Obviously a lot of people in the world have ideas for movies (step 1) but few of them make it all the way seamlessly from 1-10.  The film industry is ruthless.  Money, more often than not, outweighs the creative process. The studios won’t commit without the big Hollywood names attached, the names won’t sign until the money is secured. Funding makes the movie world go round. Not excellent.

So the Round Ireland with A Fridge team, it appears, find themselves stuck at step 5,6 & 7 with no official distribution yet in place. Steps 8,9 and 10 probably seem somewhere over the rainbow right now.

Hawks (not to be confused with Tony Hawk, the pro American skateboarder), ever the quirky comedian, has instead opted to turn his back against the traditional model and is taking the film-making road less travelled. Planning to go on the road with the fridge and visit film festivals (“to see which doors open”), he plans to generate buzz around the film until it has a life of its own. And with the potential force that can be harnessed today using social media, digital PR and internet campaigners – power to the people – everyone loves an underdog (think Rage Against the Machine making Christmas Number one back in December, the successful digital campaign to get Cadbury to bring back the previously extinct Wispa bar…), I am confident he will succeed.

Whatever the movie release strategy that is ultimately deployed this autumn, watch this space. It almost certainly won’t be with a mainstream distributor. And it’ll likely be quirky, entertaining and highly innovative.

Back to today, happy St Patrick’s Day.

I’m off to have a pint of Guinness. And in true Irish fridge fashion, perhaps a second – “one for the road” whilst (and if you’ve read the book, you’ll get the reference here) being careful to avoid, in Tony’s words, ”granting the road too much respect”…

By Stephanie Branston on March 17th, 2010

Tags: Alcohol, Digital marketing, Film, Guinness, Public relations, Social Media

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Karen Earl is named number 84 in “The Times Sport Power 100″ list, featuring the 100 most influential people of 2010 in British sport. Click here for the feature.

By Synergy on March 16th, 2010

Tags: Press Clipping

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In the run-up to London 2012, UK consumers are going to hear more and more about Olympic pins, and the trading thereof. This cranked up another notch this week with the launch by LOCOG of ‘Landmark London’ pin badges, featuring iconic locations in each London borough, such as the Lambeth London 2012 pin featuring the London Eye below. They go on sale later this month and you can see them all here.

With London 2012 in mind, this led me to consider what else captured the unique geography and zeitgeist of London, and what immediately sprang to mind was Ian Dury‘s brilliant rendition of ‘The Bus Driver’s Prayer’. Being of a certain vintage, I was lucky enough to see Dury perform it several times live, but as I expect most of you will be unfamiliar with it, it’s the Lord’s Prayer as - perhaps – recited by a London Bus Driver, and it goes like this:

Our Father, who art in Hendon, Harrow Road be thy name. Thy Kingston come, thy Wimbledon, in Erith as it is in Hendon. Give us this day, our Berkhamsted, and forgive us our Westminsters, as we forgive those that Westminster against us. Lead us not into Temple Station, and deliver us from Ealing, for thine is the Kingston, the Purley and Crawley, for Iver and Iver, Crouch End.

It would be nice to think that it could be worked into London 2012 in some way: as part of an ‘Essential London’ album perhaps – or maybe in the Opening Ceremony? After all, a London bus famously featured in London 2012′s section of the Beijing 2008 Olympic Games Closing Ceremony…

By Tim Crow on March 11th, 2010

Tags: Beijing 2008, Default, London 2012, Music, Olympics

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Already Marketing’s Sponsorship Agency of the Year for 2009, Synergy added another coveted gong last night when we won the Hollis Sponsorship Consultancy of the Year award.

Great excitement and a few sore heads this morning, but the feeling of pride in the agency and in the quality of our work far outweighs the hangovers.

Now in their 16th year, the Hollis Sponsorship Awards are a stalwart of the industry and, over the years, we have notched up a grand total of 26 Hollis awards.  But, this latest award is our proudest as it is testament to the fact that 2009 was our best year yet.

It was our 25th anniversary; a year of celebration but, more importantly, of change.  Against a background of economic crisis, the year started out with some uncertainties.  But we decided to embrace change wholeheartedly – in the way we thought and the way we creatively activated.  And it worked.  Last year we had nine new business wins as the market place recognised our industry leading position.  Most importantly, we put digital at the heart of our thinking, whilst drawing on some of the best thinking from our fellow Engine companies.

The result was that we produced some exciting, creative and quality work for our clients and it was pleasing to see that one of our clients, Betfair, won the Hollis Award for the best use of PR in a Sponsorship Campaign for its Fan v Fan Ashes Campaign.

Of course the truth is that behind great campaigns and a great company is one thing – great staff. Have a look at the short film to hear about 2009 from our people in their own words.

By Karen Earl on March 10th, 2010

Tags: Default, Sponsorship, Sponsorship consultancy, Synergy

1 comment

With the general election looming ever closer, the media is crammed full of stories discussing the wonderful world of politics. Whilst I’d be the first to admit skimming through this section in the paper to get to the sport and celeb pages, an article by Daniel Finkelstein in today’s Times caught my attention.

Finkelstein discusses the concept of the brand, using author Martin Lindstrom’s example of the curved Coca-Cola bottle as one of the most recognisable and best-loved icons, to the point that it can be considered “smashable”. If dropped on the ground, and smashed into a hundred pieces you would still be able to recognise what it is from any one of those pieces.

He goes on to explain that “consumers purchase the product as much for what it says about them, and how it makes them feel, as for what it does. The product is much more than functional; it is part of their identity.”

This idea isn’t new in itself, and I’m sure we can all bring to mind a couple of brands that, for us, fall into this category. However, the twist that took this down a new angle for me was Finkelstein’s application of the concept to the Conservative party. We’re all aware of the photos of David Cameron cycling through London and visiting local schools and we understand that public perception is crucial in the popularity polls, but surely in this case we don’t “purchase” based on how this makes us feel? Isn’t it policies on the NHS, education and taxes that decide who gets out vote?

Think again, according to research by the BBC it appears that we absorb far more about the character and broad messages of our political parties than the individual policies they promote. All the more important then that the parties remain true to their brand positioning as any deviation from this could have a bigger impact on voters than they might realise.

Just goes to demonstrate once again, the power of the brand and it’s personality over our decision making in all areas of life. Thanks @Dannythefink – I’ll definitely be keeping a closer eye on the positioning of our political parties ahead of the election, whilst challenging the norm to see if one or two actual policies creep through.

By Kelly Russell on March 10th, 2010

Tags: BBC, Brand marketing, David Cameron, Default, General election, Politics, Public relations, Television

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If, like me, you were unable to keep your eyes open until 4am on Monday morning, you likely watched the highlights of this year’s Oscars online the following day. Unfortunately, for the advertisers that paid around the $1m-per-slot mark to gain a highly coveted slice of the limelight, this means you missed out on the commercial gaps.

However, the chances are far greater that you will have seen those brands who advertised in the Best Picture nominated movies. Fenton’s Creamery ice cream in Disney’s Up? BMW and Taco Bell in American Football drama The Blind Side? American Airlines, Hilton Hotels or Chrysler in Up In The Air? Ringing any bells?

It’s always quite amusing to survey friends and colleagues on their recollection of product placement on screen – the latter especially given that they work within marketing and are arguably more watchful of brand presence within entertainment platforms. If you mark this against the reality (superbly documented by Brand Channel‘s Brand Cameo database), I have found that by and large people’s recall is probably less than 5% of the actual brands exposed on screen.

To make things interesting, those clever Brand Cameo folks have taken the brands present in this year’s Oscar contenders for Best Picture and plotted them on a matrix: pitching memorable versus instantly forgettable, against those that provided significant profit versus those that did not.

Hopefully, they won’t mind me reproducing it in full here:

(c) BrandChannel.com 2010

Now for the really interesting bit. Of those featuring in the most memorable segmentation, both Günther’s in District 9 and RDA that featured in Cameron’s epic Avatar were actually fictional brands.

Having written previously on how events, rights-holders and entertainment platforms are increasingly feeling the need to get a ‘brand stamp of approval’ on their project (even if they have to make one up), I am now more convinced than ever that we all now require a brand presence within our entertainment to validate its grounding in reality.

Though in the case of both District 9 and Avatar, paradoxically the branding was exercised to validate their grounding in un-reality. I guess given their sci-fi nature, it seems to make more sense to create a fictional unknown brand, thereby emphasizing the futuristic setting. But nonetheless, Günther’s and RDA still fall firmly on the ‘memorable’ side of scale – despite their non-existence in our reality.

Was this a missed opportunity for ‘real’ brands? Would South African-born Nando’s or thoroughly American N.A.S.A. have offered anything more? Would the producers have allowed it? Would the brand managers have wanted to association? And would the brand messages have been more – or less – memorable as a result?

I would love to know what goes in to thinking up these fictional companies. Do production execs or screenwriters work in a name that states a subtle (or not-so-subtle) socio-political message to fit with the film’s thematic development? As one District 9 viewer pointed out in a fan forum, sometimes the connotations have more meaning than at first it might appear:

‘Why were the South Africans patrons of a restaurant named Günther’s? Günther is the name of a king of Burgundy and means “warrior” or “soldier.” In effect, the South African blacks had a white warrior to thank for their sustenance.’

Either which way, we are entering an era where commercialism of movies – on and off screen – may fast become the life-blood of the industry; if, in fact we are not there already. How many years before an esteemed member of the Hollywood glitterati stands before the Academy audience and announces, ‘And the Academy Award for Best Product Placement goes to….‘?

Judging by the above, this year it should have gone to a brand that doesn’t even exist.

If this year’s Oscar-winning animated short film Logorama is anything to go by, it won’t be long. For those who have not yet had the pleasure of this little piece, the entire premise is the over-branded commercialisation of modern-day America on film. Watch the trailer below, and try to count the brand logos. There are over 2,500 in the full piece. Utter genius.

By Lucie Bartlett on March 9th, 2010

Tags: Advertising, American football, Brand marketing, Film, Product placement

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Synergy has appointed Tom Gladstone as Account Director. Gladstone arrives at Synergy after seven years at IMG where his role focused on consulting, integrated marketing and sponsorship activation for a number of major sponsors of international sport.  Click here for the press release and click here for coverage on Hollis.

By Adam Raincock on March 5th, 2010

Tags: Press Clipping

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GUINNESS PREMIERSHIP feature with Diageo Senior Sponsorship Manager Lee Bailey. Click here to view feature.

By Adam Raincock on March 5th, 2010

Tags: Press Clipping

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