This is shaping up to be a bumper year for England Cricket (whether you agree with the scheduling or not). Our boys are set to face the Aussies home and away with two back-to-back Ashes series and 10 Test matches within four months.

The question is: what can we expect from sponsors during this cricketing feast?

There have been some great sponsorship campaigns in the UK over the years including Betfair, Adidas, Marstons and Buxtons, and in our view, the conditions are in place to take it to another level again to create something really ground-breaking.

Secondly, it will attract a big audience. This year’s Ashes are already looking to be a record-breaking sell-out across all five venues staging Tests, with a rush for tickets as soon as they went on sale. And across TV, radio, print and the web the crown jewel of cricket will as always pull in enormous audiences in England, Australia and beyond.

Thirdly, the appeal of England versus Australia goes way beyond the traditional Test cricket audiences and into the realms of the Casual Sport Fan. What’s more, The Ashes is a tournament that combines a strong mix of banter, patriotism and humour, which is the perfect platform for creating unique and amusing social content that celebrates one of the most famous of all sporting rivalries.

And finally, social media has reached a critical mass. The way that audiences engage with cricket is expanding beyond the traditional channels. Modern sports fans have embraced technology: it’s a core part of their increasingly fragmented media consumption diet plan. Nothing will replace TMS, but Twitter has made cricket easier than ever to follow and the variety of content is unmatched. Where else can you find out both the latest score and who on the team is having a bad hair day? This gives brands that want to use cricket to reach their audience far more exciting opportunities.

The campaign Synergy created for Betfair in 2009 was one of the earliest socially-centred campaigns in cricket. We used social channels to fuel the banter while Jason Gillespie and Phil Tufnell brought the Anglo-Aussie Ashes rivalry to life. Great content, big promotions and physical rewards (tickets and merchandise) attracted fans and kept them engaged throughout the summer of cricket. And that was in the early days of social media – imagine what is possible now.

We can see more great examples of cricket campaigns from around the world.

Coca-Cola provided a great example of what is possible in cricket when they built the ‘Coca-Cola Beach’ at the Sydney Cricket Ground (SCG).  Not only did Coca-Cola create a brilliantly orchestrated experiential zone within the venue, they also developed a fully-integrated campaign using Facebook, POS, online, PR and TV. By using Sydney residents Shane Watson, David Warner and captain Michael Clarke, Coke’s campaign encouraged consumers to buy a bottle and win a spot on the beach – the ultimate seat in the SCG.

A cricket tour, which can last for 3 months, gives a brand plenty of time to stage a slower-burn, wide-ranging campaign. In India, Nike capitalised on this by creating ‘Streets to the Stadium’. The campaign focused on a set of young Indian cricketers who were offered a chance to join the roster of the National Cricket Academy by winning the Nike Cup. Along the way, they engaged over 8,000 cricketers and 2.5m Facebook fans via the brilliant content they released on their social media channels.

Mobile is another rich area for cricket sponsors. Vodafone’s Live Cricket app currently offers fans the chance to chat to the commentators and get up-to-the-minute stats and scores – whilst this is all useful, it’s nothing ground-breaking. Brands could go so much further. With its rich tactical nuances, deep statistics and frequent breaks in play (between every ball), cricket is the perfect platform for a brilliant second screen experience.

Apps also have the opportunity enhance the in-stadium experience. Imagine the perfect cricket app that allowed you to order a pie and a pint from your seat, to rewind and watch replays, send messages to the big screen and switch to a front row seat camera view. All possible. The one thing holding all this back is the availability at Test match grounds of free WiFi. But things are starting to change, and Lord’s is leading the way by launching free public WiFi last summer in the media centre, hospitality and public areas, which will be rolled out across all stands in 2013.

There is no doubt that the conditions are right and the ingredients are there for a brand to shake up cricket sponsorship. And the even better news is that there is a property available: principal sponsor of the England Cricket Team.

Brit Insurance, the current sponsor, has already announced that they will not renew their deal at the end of their contract, citing a ‘strategic change in business objectives’. They have also made it clear that they are prepared to terminate their deal early if a new sponsor can be found. In many ways, it’s a surprised that no-one has stepped in already to take advantage of the Ashes double-header. In fact, the new sponsor could be looking at three high-profile series against Australia, a Champions Trophy and a World Cup, all in the next three years.

This type of opportunity is simply too good to miss. Let’s hope the next sponsor, whoever it might be, gets the delivery right and then smashes it out of the ground.

By Lisa Parfitt on February 28th, 2013

Tags: Advertising, Ashes, Branded content, Consultancy, Content, Cricket, ECB, Experiential marketing, Facebook, India, London 2012, Mobile, Social Media, Sponsorship, Sponsorship Activation, Sponsorship consultancy, Sport, Synergy, Twitter

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Listening to Radio 2 this morning, I was struck by the heated debate and the vehement opposition to the announcement that Talk Talk will be sponsoring lollipop ladies in South West London. With councils cutting funding to services in many boroughs, including school crossing patrols, Talk Talk will be funding three lollipop lady teams in Wandsworth. This follows a similar partnership between the brand and Bedfordshire Council.

The announcement from Talk Talk came following Wandsworth’s decision to cut some lollipop lady patrols. A move disputed by many, but as local government budgets shrink, how do councils decide what are ‘critical services’ and therefore those which should be prioritised in funding? As a mother living in Wandsworth, the thought of losing a service that keeps children safe on the roads is a concern. For this reason I praise the Talk Talk initiative.

Getting kids outside and walking or cycling is something we should all support. With increasing levels of child obesity and inactivity we must get behind the 4 million school children either walking or cycling to school every day, and do all we can to increase this number. And yet with 60% of road accidents last year involving children under the age of 10, we clearly need to protect and safeguard the children walking or cycling in our communities.

And if the council is no longer able to do this, why not a brand? In the 4th Era of sponsorship, the social era, consumers and brands are seeing the far-reaching benefits of connecting communities with partnerships that have a real social impact. The safety of children is clearly such a social issue and, for Talk Talk, potentially far more meaningful and impactful than, say, a multimillion pound media sponsorship of a popular, primetime, talent show.

Yes, there is no doubt that Talk Talk has a commercial interest in branding up our lollipop ladies. But in this case it is specifically to promote HomeSafe, a free network-level service that allows parents to control what their children can access online. Parents can block children’s access to content including pornography, gambling, violence and suicide websites. Talk Talk has actually connected two very powerful issues for parents. Keeping children safe on the streets is a seemingly natural product extension from protecting them online, and a great way to target a key audience.

Should a lollipop lady be ‘forced’ to wear a Talk Talk branded high visibility vest? Patrols in Bedfordshire have been very welcoming to Talk Talk. In a situation where patrols could lose their jobs I would be surprised if there were mass high-visibility vest demonstrations.

Is this a short-term solution? Possibly yes. But my personal opinion is that I would rather have an immediate solution than nothing at all. Councils are under pressure to save money and reduce debt, with the resulting cancellation of some previously provided services. Surely the priority should be that these services are protected, whether by public or private funding. And if the partnership offers commercial benefit to Talk Talk, there is no reason why it shouldn’t continue into the longer term.

We are all going to have to start thinking far more creatively about the delivery of public services as cuts begin to bite. This Talk Talk sponsorship provides a good example for other brands to follow and possibly some inspiration for cash-strapped councils looking for ways to safeguard vital services.

I think Talk Talk is on to a winner here. And in fact I have another idea. Ditch the £20 million X Factor deal. Invest the money into saving libraries across the UK and offering free, safe, community internet services. Now that really would be walking the walk.

By Lisa Parfitt on December 3rd, 2012

Tags: Advertising, community, Default, Sponsorship

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Last night I watched England v Brazil at Wembley Stadium and today I gathered around the office TV to watch Team GB add another gold medal to our historic treasure chest of rowing medals. But something was different. The aforementioned events featured the best of the best from Team GB’s ladies. And these are not isolated events. The first medal of the Games for Team GB went to Lizzie Armitstead in the cycling road race and the first medal in the pool to a delighted Becky Addlington. But the success of the women has not been greeted by surprise or a lengthy discussion of the merits between men and women competing together, it has been of genuine delight and ore at their dedication, passion and sheer sporting prowess.

However, despite this success female participation rates are falling particularly in the 16-24 age-group. Half as many girls leave school taking part in the recommended levels of physical activity as boys and far fewer 16-19 year old women participate in sport or physical activity at least once a week than men of the same age (source UK Sport Active People 2010-11).

In November last year Baroness Tanni Grey-Thompson, Britian’s most successful Paralympian, revealed that the results of a new report showed a “chronic lack of investment”. And the results of this report have been widely reported again this week in light of Team GB’s recent success. Between January 2010 and August 2011 sponsorship of women’s elite sport in the UK amounted to just 0.5% of the total market compared to 61.1% for men’s sport over the same period. It is quite a shocking disparity and there is no doubt that this is a major contribution to the low participation levels. Even more worrying is that this lack of investment will start to impact each one of us with illness from physical inactivity costing the UK taxpayer millions each year.

There is a commercial opportunity here. Men and women’s sport cannot be compared; we are from different planets remember? But that doesn’t mean that increased private investment in women’s sport is a poor one.  In the era of social sponsorship brands not only need to consider the commercial value of a sponsorship but also the ethical and social profile of the brand. Women’s sport provides an enormous opportunity within an uncluttered environment for brands. The right investment, vision and campaign can drive participation, behavioural change and ultimately elite success, whilst driving brand and business value and the creation of real connections between brand and desired audiences.

Women have a great deal of influence in the economy and spending power. Brands are starting to recognise the opportunity and are reallocating marketing budget accordingly. In 2011 Investec announced a landmark sponsorship of the England Hockey. The deal includes rights associated with GB Women’s elite team as well as grassroots hockey. The deal which is for five years is reportedly worth £2.2m. Investec has a large proportion of female clients and the communications strategy is to build relationships with women on an individual level and as mothers. 

Women’s sport will not thrive on its current level of funding but equally we need to harness the interest in sport after the Games to drive participation. In our business we talk about ‘inspiration to participation’, simply put it is the Wimbledon factor. In 2008 Helen Glover sat at home and watched the Beijing Olympics, four years later she is celebrating as the first woman to win an Olympic Gold medal in rowing. If that isn’t inspiring I don’t know what is.

By Lisa Parfitt on August 2nd, 2012

Tags: grass roots sport, Olympic sponsorship, Olympics

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In a year of huge cultural, historical and sporting relevance, brands will be (and already are) fighting for ‘white space’ and unique ways to engage with the British public. During this very busy year the strategy and tactics that brands choose are critical, which is why we decided to use this Synopsis to look at some of the activation trends we are expecting to see in 2012.

At a macro level, experiential marketing (EM) is a growth trend in itself . Experiential specialists have long debated the need for integration with digital media to extend the reach of the live activity beyond a single interaction. Momentum has been driven primarily by the growth of social networks, which provide longevity, an extended audience and a measurement tool for the effectiveness of such campaigns.

Marketers are more concerned than ever about customer experience and innovation, but with a need to find simple, differentiating tactics, expect 2012 to be a year of the ‘Ts’.

TECHNOLOGY

RFID (Radio Frequency Identification)

RFID is a system that can transmit the identity of a person wirelessly using radio waves.  A portable device (for example a wristband, PDA, card, smart phone or even just a sticker) automatically transmits the data to an RFID reader, where it is then processed.

RFID has been used for many years - in fact, you may be using it in one form or another every day. I used RFID technology at least five times before I reached my desk today via my Oyster and Engine building access cards.  In 2006, the Emirates Stadium opened with an electronic ticketing system and members of ‘The Arsenal’ use their membership cards to enter the stadium, removing the need for gate security staff.

The ability of RFID technology to unite live and digital, by allowing consumers to share a real-time brand experience and messages in a controlled fashion with social networks, has seen the technology flourish.  At the recent Smirnoff Nightlife Exchange London,  RFID technology was implemented for guests to share their real time nightlife experience on Facebook. After a simple registration process guests could ‘check-in’, ‘like’ and post photos directly to their walls by tapping their RFID wristbands on ‘Facebook Interactive Pods’.  All posts were predetermined by Smirnoff which provided an element of controlled messaging. The event was amplified to 1.6 million people on Facebook. Laura Moody of Blondefish, the event technology company who deliver this RFID solution for Smirnoff comments:  ”The use of RFID technology in the event space is delivering  powerful results for both the live audience and brand sponsorship. Consumers and brands are embracing the way RFID can deliver a more personal, memorable and interactive live experience. As guests share their experiences on social media they become advocates for the brand, delivering huge levels of online brand amplification.”

It is not only events that are seeing the benefits and word-of-mouth that RFID can offer. In 2011, Ushuaïa Ibiza Beach Hotel installed Facebook pods for guests to “make all their Facebook friends jealous.”

With the costs of RFID coming down and the possibilities endless, there are some exciting developments that could change the face of experiential marketing.

Music festivals are quickly discovering the benefits of using RFID.  It is making ticketing and admissions more efficient, while ‘cashless’ payment methods are reducing security problems (there is no need to carry a wallet), driving purchases and allowing brands to track spending patterns.

The ability to analyse individuals’ purchasing patterns allows a brand to deliver personalised content and offers.  This not only drives spend (Mastercard in Canada has seen a 25% increase in spending by users of its RFID credit cards), but can also make customers feel more connected to the brand.  Minority Report’s vision in 2002 of personalised advertising seemed something for the very distant future – but RFID is bringing it closer.

Augmented Reality & Blippar™
Image recognition is another way to connect the real world to the virtual one and 2011 saw plenty of brands experimenting with QR codes.  However, it is safe to say that QR codes haven’t exactly set the world alight – usage has been low and according to a survey of 794 online respondents by Simpson Carpenter, just 36% of consumers know what QR codes are for, while only 11% have actually used them.

However, 2012 could be the year that Image Recognition finally takes off, thanks to Blippar™ – the 2.0 QR code. Blippar uses your phone’s in-built camera to bring a static image to life and provide an interactive experience. The difference between this and a QR code…the ‘wow’ factor.

Having previously used QR codes, Domino’s wanted to step up the innovation and required a more dynamic tool. Its current Blippar™-powered campaign promotes the brand’s ’555′ deal. Consumers simply hold their smartphone up to a Domino’s poster and it comes alive, allowing them to download deals, get the Domino’s mobile ordering app, become a Facebook fan and find out more about their local store.

KitKat are giving customers the chance to vote for their favourite new flavour by scanning posters using the Blippar™ app. The brand is also cleverly integrating geofencing into the campaign so that customers will be alerted whenever they are within a certain distance of a store which sells the  KitKat Chunky flavour they voted for.

Sponsorship activation can really benefit from the ability to dynamically interact with static branding. We are not expecting Blippar™ pitch logos quite yet, but over the next few years we will certainly see the decline in static stadium and event branding and advertising. In January alone a number of big brands have started to use Blippar™, and expect loads more to follow during the rest of 2012.

THEATRICS

With an influx of 2 million tourists to London, there is a huge opportunity for brands to engage with consumers in 2012. Brands will need to be clever to cut through the noise, and ‘drama’ can provide the essential memorable hook for consumers.

Flash mobs
Flash mobs bring an experience to people in unexpected moments. Flash mobs are essentially a group of people getting together to do something unexpected, before quickly dispersing. They are becoming more and more popular, bringing a sense of wonder to those that encounter them. Brands have harnessed the power of flash mobs to engage with customers and create interesting content and brand experiences, as T-Mobile showed with their famous ads.

Flash mobs don’t require a lot of money, making them an ideal tactic for a small business, or when budgets are squeezed. The beauty of Flash mobs is their complete integration with social media and their potential to go viral and provide entertainment to not only the people who were there, but those who want to watch and share.

Boris Johnson is obviously a Flash mob fan:- the Mayor of London is using them to promote London as a city of history and culture during the Cultural Olympiad this summer. Mark Rylance, one of Britain’s greatest Shakespearean actors, and his crew of 50 actors (all disguised as ‘normal people’) will stage ‘Flash performances’ of sonnets and speeches.  The unexpectedness of the experience will make it unforgettable for the people involved, while the content (both the planned scripts and unplanned audience reaction) will undoubtedly be shared around the world.

It is not a leap to imagine brands considering this as an opportunity for engagement during the Games, with consumers themselves (if wowed by the experience) providing the communications medium. There are, however, a few rules to making a flash mob successful and preventing this looking like a poor ‘am-dram’ performance:

1) Simplicity & originality for maximum impact

2) Good quantity and quality of ‘performers’ recruited for wow factor

3) Participants and location must blend together for the element of surprise

Sadly Qantas didn’t follow these simple rules for this effort to promote a new route:

Pop Ups

2011 was the year of Pop Ups, and we think that this trend will continue to grow in 2012, particularly with available commercial property sitting vacant. Pop Ups are by no means a new phenomenon with restaurants, shops and galleries embracing them; however, it is now brands that are starting to realise the benefit of a temporary location that makes a statement, delivers an immediate impact and captures the consumer’s imagination. Combine a Pop Up with an event drawing millions in attendance and you have a powerful brand experience.

In 2011, Chanel took Pop Ups to a new level with the arrival of the Hollywood glitterati for the Cannes Film Festival. Golden mosaic-tiled walls, dedicated make-up and nail bars, an exhibition space of Chanel gowns and suits previously worn by actors, and a private lounge on the first floor with views of the red carpet leading up to the Palais des Festivals all helped to deliver the ultimate Chanel experience.

This summer we will see a plethora of Pop Ups appearing across London and much can be learned from those that have gone before them.

1) Locations. Good footfall, transport links and signage will benefit the Pop Up with a steady stream of customers. However, some of the more interesting locations aren’t on the high street, in which case building a strong communications programme and integrating with social media and technologies such as location-based services are essential

2) Content. Build a story. Offer a unique take and provide a new way for customers to consider the brand. New content will give the feeling of exclusivity

3) Innovative branding and stylish fixtures including digital media

THROUGH THE LINE INTEGRATION

So who will be the winners in 2012? From our perspective it will be those that have developed personalised, innovative, simple and, most importantly, integrated experiential campaigns.

Nike has made a strong start in the battle of the sports brands with its #makeitcount campaign. It is a brilliant example of a campaign which fully integrates ATL, experiential and digital to deliver great content and brand experiences.  The campaign uses simple, standout photography and video to deliver a powerful message and a simple call to action…how will you #makeitcount in 2012?

But the really exciting thing is the way Nike has integrated experiential and social media into its campaign and made it relevant for everyone from elite athletes to gym dodgers (like me).  Customers are invited to have their picture taken by a professional photographer in the style of the campaign and are given the chance to create a handwritten pledge as to how they will #makeitcount.  The photo and message are not only shareable via social media channels, but will be displayed outdoor as part of the campaign.

@Nike has created its first single, dedicated Twitter feed. So far over 60,000 people have responded to the cry with #makeitcount. The first tweet on this account is from Nike founder Bill Bowerman: ‘If You Have A Body, You Are An Athlete’.

And, if you are ever in doubt that simplicity provides impact, check out another offering from Nike:

Experiential has always been able to deliver powerful brand experiences.  The issue has been the reach and the fact that it has only ‘touched’ relatively few people. But as we can see, digital and social media channels are unlocking the full potential of experiential marketing by extending this reach exponentially.

And, of course, the power of sponsorship is that it gives brands the content and access they require to create experiential activity around their customers’ core passions.

By Lisa Parfitt on January 25th, 2012

Tags: Advertising, Branded content, Content, Digital marketing, Experiential marketing, Facebook, Flash mobbing, London 2012, Mobile, Synopsis

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At the end of last year Synergy worked with Sky to launch the Sky Sports Scholarships. This programme supports some of Britain and Ireland’s most exciting athletes to help them fulfil their potential on the international stage and prepare them for life in the spotlight. Sky will tell the athletes’ stories through Sky Sports channels to build their profiles, engage its customers and inspire the stars of the future. Details of each of the athletes and the support Sky is providing can be found here.

Sky have been one of the leading investors in Sport in UK and Ireland for the past 20 years – not only through their broadcasts, but also through programmes like British Cycling, Sky Sports Living for Sport and the ECB Coach Education Programme. Sky Sports Scholarships extends this support to individual athletes, providing them with crucial funding (helping to cover the costs of coaching, training and competition), valuable mentoring support and media relations advice from Sky Sports News talent.

Eight of the 11 athletes were welcomed at Sky Studios on 2nd November for the announcement of Sky Sports Scholarships. The athletes completed live interviews on Sky Sports News, web-chats, green-screen filming as well as camera and social media training and a chance to meet their Sky Sports News mentor.  To see behind the scenes footage and more information about the Sky Sports Scholarships click here.

Having been so closely involved since the very beginning of the programme (working up the campaign strategy, developing the brand messaging, identifying the right athletes, negotiating the contracts, creating the activation strategy and managing all the logistics), it was great to see it finally ‘go live’.  And it is just the start of an exciting new component of Sky’s long term commitment to improving sport in the UK and Ireland at every level.

By Lisa Parfitt on January 25th, 2012

Tags: Content, London 2012, Sponsorship, Synergy

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Paul Daniels and wife Debbie McGee have recreated the famous Posh and Becks Emporio Armani underwear adverts for Closer Magazine’s Valentine’s edition.

Daniels is adorned in tattoos and wearing a saggy pair of briefs whilst his wife, and magical assistant, does a fairly good impression of the Posh pout.

The couple came up with the idea for the shoot as a response to unflattering photographs of McGee in a bikini on holiday. It is good to see that the couple have a sense of humour and are able to send themselves up rather than the all-too-often reaction of celebrities going on crash diets and blaming photographers for media invasion.  All I can say is thank goodness Paul didn’t decide to recreate the Beckham frontal shot.

By Lisa Parfitt on February 17th, 2009

Tags: David Beckham, Media, Public relations

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Demonstrating that green initatives are continuing to top brand agendas, McVitie’s Penguin has partnered with The Zoological Society of London. The campaign will be supported by on-pack promotions offering the chance of winning a family holiday in South Africa to view Penguins in their natural habitat.

McVitie’s will also be donating £50,000 to send ‘Penguinologist’ (what a job title!) Tom Hart to visit the Penguins in Antarctica and to study how climate change is affecting them.

Last night the BBC screened the first of its ‘Nature’s Greatest Events’ documentaries which concentrated on ‘The Great Melt’. Watch it here on BBC iplayer.

By Lisa Parfitt on February 12th, 2009

Tags: Environment, Sales promotion

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The Barbie Store has opened in Buenos Aires. It is an immersive experience where girls can shop for clothes, have their nails and hair done, peruse the latest dolls and buy Barbie accessories such as wristwatches, two-way radios and play laptops. And, of course, there are doll, dolls and more dolls.

Entry is free, although admission to the Casa de Barbie, the fantasy-land, is about $10. A manicure runs about $6, hair braiding costs as much as $20, and an elaborate “Barbie Full Style” hairdo can set Mum back $38. And, I have no doubt that every little girls leaves with a doll with the latest outfits as well. What a great concept – sell the dolls and the Barbie experiences as well – what a money spinner!

This concept is Mattel’s first experiment with experiential marketing and unsurprisingly it has been such a success that ‘Barbiedom’ may be replicated globally. But is doesn’t stop there……….

Next year Barbie turns 50 so will it be time for Barbie to slow down and start wearing comfortable shoes? Absolutely not. Mattel Inc. plans to market Barbie as a fashion brand. Mattel Inc. is sponsoring New York’s Mercedes Benz Fashion Week and is also the first toy company to agree a three-year partnership with the Council of Fashion Designers of America. Designers will be creating life sized outfits that reflect the ‘world of Barbie’ for a catwalk show at February’s New York fashion week. “For many young girls, [Barbie is] their first association with fashion and dressing up and changing clothes,” Fern Mallis, London Fashion Week New York. 

So Barbie goes high fashion. It is also rumoured that Mattel want to launch ‘Plastic Smooth’ a make-up line with skin care treatments. The new Barbie fashion collection will go on sale internationally with ‘The House of Barbie’ flagship store planned for Shanghai. Here girls and women will be encouraged, say Mattel to, ‘nibble on truffles, smear on pink-tinted mud masks and shop for clothes for themselves and their dolls’.

 Clearly, for Barbie, life begins at 50.

By Lisa Parfitt on November 17th, 2008

Tags: Experiential marketing, New Product Development, Sponsorship

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20 men in a room hugging was the scene last Wednesday night at Harlequins at the Guinness Club Together, ‘Rugby Essentials’, event. Guinness Club Together is a grassroots initiative developed to work with rugby clubs. It is free to join and in exchange for collecting and sending in Guinness keg caps, clubs are able to redeem a host of prizes, merchandise and other sought after items from the online catalogue.

The events are being hosted by Guinness Premiership referees, players and coaches demonstrating training techniques, warm-up drills as well as offering advice on the new and controversial Experimental Law Variations (ELVs) . Wayne Barnes, a Guinness Premiership referee, provided an interactive session on the ELVs. Clubs have now been playing the new laws for a few months and this gave them a chance to discuss how they are being interpreted by both the players and referees. It was the coaching portion of the evening that prompted a group of fully grown men to get up and hug each other as Colin Osborne, the Quins coach, demonstrated the wrestling techniques that the squad use to warm up.  The events have been kept small and intimate to ensure that the attendees get an opportunity to interact and really get what they want out of the session.

I am a rugby fan but last week some of the jargon really took it to the next level and I did wonder at times had it been in a foreign language I might have had more chance of interpreting it! It was really great to see the audience so fully engaged and, at times, mesmerised.

The purpose of the ‘Rugby Essentials’ events is for Guinness to target the core rugby audience and club opinion formers and to engage them in their passion giving them a valuable rugby insight that they can take back to their respective clubs. This is a really great way for Guinness to offer a unique brand experience whilst spreading the wealth of its Premiership sponsorship assets.

The Guinness Club Together Rugby Essential events are travelling around the UK in the next month:

Newcastle Falcons – 29^th October (18.00 – 21.00)
Sale Sharks – 5^th November (18.00 – 21.00)
Northampton Saints – 12^th November (18.00 – 21.00)
Saracens – 19^th November (18.00 – 21.00) 

I would love to be a fly on the flood lights when the guests from last week go back to their clubs and attempt to cajole the players into a bit of a wrestle!

By Lisa Parfitt on October 29th, 2008

Tags: Brand marketing, Experiential marketing, grass roots sport, Guinness, Guinness Premiership, Rugby

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If you are a fan of the ‘A’ Team you may remember that the BA Baracus character was scared of flying. Well it seems that this is the case for the real life Mr T. He is starring in the Snickers ‘Get some nuts’ campaign and is flying to the UK for an experiential marketing tour but is terrified to get on a plane over here. His new friends at British Airways have stepped up and are giving him free flights and a ‘fear of flying course’. A BA spokesperson said, ‘We pity the fool that wouldn’t want the honour of flying BA back to the UK.’ Brilliant.

By Lisa Parfitt on October 14th, 2008

Tags: Experiential marketing, Public relations

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