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	<title>Synergy Blog &#187; Content</title>
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	<description>The Sponsor&#039;s Consultancy</description>
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		<title>Experiential Marketing in 2012: Trends, Tech and Trailblazers</title>
		<link>http://www.synergy-sponsorship.com/blog/20120125/experiential-marketing-in-2012-trends-tech-and-trailblazers/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20120125/experiential-marketing-in-2012-trends-tech-and-trailblazers/#comments</comments>
		<pubDate>Wed, 25 Jan 2012 15:18:16 +0000</pubDate>
		<dc:creator>Lisa Parfitt</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Experiential marketing]]></category>
		<category><![CDATA[Facebook]]></category>
		<category><![CDATA[Flash mobbing]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[Mobile]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20120124/</guid>
		<description><![CDATA[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 [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20120125/experiential-marketing-in-2012-trends-tech-and-trailblazers/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Synergy Loves&#8230;David Beckham plays blind football for Sainsbury’s</title>
		<link>http://www.synergy-sponsorship.com/blog/20120125/synergy-loves-david-beckham-plays-blind-football-for-sainsbury%e2%80%99s/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20120125/synergy-loves-david-beckham-plays-blind-football-for-sainsbury%e2%80%99s/#comments</comments>
		<pubDate>Wed, 25 Jan 2012 15:15:06 +0000</pubDate>
		<dc:creator>Jessica Enoch</dc:creator>
				<category><![CDATA[Celebrity]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[David Beckham]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[London 2012 sponsorship]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Synergy Loves]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Paralympic Games]]></category>
		<category><![CDATA[Synopsis]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20120120/</guid>
		<description><![CDATA[What happened To promote its sponsorship of the London 2012 Paralympic Games, Sainsbury’s created a short video of David Beckham being put through his paces by David Clarke, team GB&#8217;s Blind Football legend. Widely seeded online, on TV and in cinemas, the video raises awareness of the Sainsbury&#8217;s 1 Million Kids Challenge, which aims to get a [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20120125/synergy-loves-david-beckham-plays-blind-football-for-sainsbury%e2%80%99s/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Synergy Loves&#8230;Umbro strikes the right chords with music mash ups</title>
		<link>http://www.synergy-sponsorship.com/blog/20120125/synergy-loves-umbro-strike-the-right-chords-with-music-mash-ups/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20120125/synergy-loves-umbro-strike-the-right-chords-with-music-mash-ups/#comments</comments>
		<pubDate>Wed, 25 Jan 2012 15:14:41 +0000</pubDate>
		<dc:creator>Donald Parish</dc:creator>
				<category><![CDATA[Content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Music]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Synergy Loves]]></category>
		<category><![CDATA[Adidas]]></category>
		<category><![CDATA[Darren Bent]]></category>
		<category><![CDATA[Football]]></category>
		<category><![CDATA[Kasabian]]></category>
		<category><![CDATA[Mario Balotelli]]></category>
		<category><![CDATA[Nike]]></category>
		<category><![CDATA[Reebok]]></category>
		<category><![CDATA[Sony Xperia Play]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[Tinchy Stryder]]></category>
		<category><![CDATA[Umbro]]></category>
		<category><![CDATA[video gaming]]></category>
		<category><![CDATA[YouTube]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20120124/</guid>
		<description><![CDATA[What Happened Football, gaming and music became one in a brilliant piece of cross branded content from Umbro, the official kit supplier to the England football team. In conjunction with the Sony Xperia Play smartphone, the brand helped to facilitate a groundbreaking test into whether a football video game can actually be played out in [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20120125/synergy-loves-umbro-strike-the-right-chords-with-music-mash-ups/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Sky launches Sky Sports Scholarships</title>
		<link>http://www.synergy-sponsorship.com/blog/20120125/sky-launches-sky-sports-scholarships/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20120125/sky-launches-sky-sports-scholarships/#comments</comments>
		<pubDate>Wed, 25 Jan 2012 15:10:49 +0000</pubDate>
		<dc:creator>Lisa Parfitt</dc:creator>
				<category><![CDATA[Content]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Sky]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20111129/</guid>
		<description><![CDATA[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&#8217; stories through Sky Sports channels to build [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20120125/sky-launches-sky-sports-scholarships/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The Rugby World Cup 2011 Post Mortem</title>
		<link>http://www.synergy-sponsorship.com/blog/20111206/the-rugby-world-cup-2011-post-mortem/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20111206/the-rugby-world-cup-2011-post-mortem/#comments</comments>
		<pubDate>Tue, 06 Dec 2011 10:20:21 +0000</pubDate>
		<dc:creator>Tom Gladstone</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Rugby]]></category>
		<category><![CDATA[Rugby World Cup]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[World Cup]]></category>
		<category><![CDATA[All Blacks]]></category>
		<category><![CDATA[Rugby World Cup 2011]]></category>
		<category><![CDATA[Social media engagement]]></category>
		<category><![CDATA[Sponsorship consultants]]></category>
		<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20111110/</guid>
		<description><![CDATA[Over a month on from the Rugby World Cup Final and the post mortems are just about complete. Global TV audiences of 4 billion have been reported, social media round-ups published, teams of the tournament have been selected by all and sundry, and the New Zealand Herald has discovered some other sports to write about. [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20111206/the-rugby-world-cup-2011-post-mortem/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Synergy loves&#8230; adidas Smart Football</title>
		<link>http://www.synergy-sponsorship.com/blog/20111206/synergy-loves-adidas-smart-football/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20111206/synergy-loves-adidas-smart-football/#comments</comments>
		<pubDate>Tue, 06 Dec 2011 10:14:05 +0000</pubDate>
		<dc:creator>Mike Russell</dc:creator>
				<category><![CDATA[Barclays Premier League]]></category>
		<category><![CDATA[Celebrity]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Football]]></category>
		<category><![CDATA[New Product Development]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Synergy Loves]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[Adidas]]></category>
		<category><![CDATA[Fifa World Cup]]></category>
		<category><![CDATA[Innovation]]></category>
		<category><![CDATA[Lionel Messi]]></category>
		<category><![CDATA[Premier League]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20111114/</guid>
		<description><![CDATA[What happened The new adidas f50 miCoach is the first &#8216;boot with a brain&#8217;. The new boot integrates a miCoach Speed Cell into a cavity in the sole which captures and records 360 degree movements and key personal performance metrics. The boots capture data including speed, average speed, maximum speed, number of sprints, distance, distance at high intensity levels and active training time, [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20111206/synergy-loves-adidas-smart-football/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>A brief history and long future for content</title>
		<link>http://www.synergy-sponsorship.com/blog/20111013/a-brief-history-and-long-future-for-content/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20111013/a-brief-history-and-long-future-for-content/#comments</comments>
		<pubDate>Thu, 13 Oct 2011 12:25:49 +0000</pubDate>
		<dc:creator>Colin Burgess</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Alcohol]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Celebrity]]></category>
		<category><![CDATA[community]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Facebook]]></category>
		<category><![CDATA[Media]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[Television]]></category>
		<category><![CDATA[Viral Marketing]]></category>
		<category><![CDATA[YouTube]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Social Media Strategy]]></category>
		<category><![CDATA[Sponsorship consultants]]></category>
		<category><![CDATA[TV advertising]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20111007/</guid>
		<description><![CDATA[Content forms an integral part of our work; understanding the factors regarding emotional and intellectual engagement with an audience are important in order to create meaningful experiences. The aim of this article is to trace the evolution of content creation and delivery in light of advances in technology and changes in social activities; hopefully giving [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20111013/a-brief-history-and-long-future-for-content/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Memories are made of this</title>
		<link>http://www.synergy-sponsorship.com/blog/20111004/memories-are-made-of-this/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20111004/memories-are-made-of-this/#comments</comments>
		<pubDate>Tue, 04 Oct 2011 15:07:01 +0000</pubDate>
		<dc:creator>Jonathan Izzard</dc:creator>
				<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Celebrity]]></category>
		<category><![CDATA[Charity]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Film]]></category>
		<category><![CDATA[New Product Development]]></category>
		<category><![CDATA[Viral Marketing]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[CSR]]></category>
		<category><![CDATA[ebay]]></category>
		<category><![CDATA[memorabilia]]></category>
		<category><![CDATA[Nike]]></category>
		<category><![CDATA[YouTube]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20110927/</guid>
		<description><![CDATA[Memorabilia. The ultimate demonstration of fully committed fandom, right? Now I’m not talking about the typical million-odd replica shirts sold each year by Manchester United; I don’t even mean the larger share of these that sell featuring a certain Wayne Rooney’s name and number on the back; no, I’m talking about the real up-close-and-personal stuff: [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20111004/memories-are-made-of-this/feed/</wfw:commentRss>
		<slash:comments>4</slash:comments>
		</item>
		<item>
		<title>The New Rules of the 4th Era of Sponsorship</title>
		<link>http://www.synergy-sponsorship.com/blog/20110901/the-new-rules-of-the-4th-era-of-sponsorship/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110901/the-new-rules-of-the-4th-era-of-sponsorship/#comments</comments>
		<pubDate>Thu, 01 Sep 2011 10:23:56 +0000</pubDate>
		<dc:creator>Carsten Thode</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Communications]]></category>
		<category><![CDATA[community]]></category>
		<category><![CDATA[Consultancy]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Design]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Event management consultants]]></category>
		<category><![CDATA[Event management service]]></category>
		<category><![CDATA[Experiential marketing]]></category>
		<category><![CDATA[Food & Drink]]></category>
		<category><![CDATA[Football Sponsorship]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Olympic sponsorship consultants]]></category>
		<category><![CDATA[Sales promotion]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sponsorship consultancy]]></category>
		<category><![CDATA[Sponsorship consultants]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synergy Loves]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[Twitter]]></category>
		<category><![CDATA[Viral Marketing]]></category>
		<category><![CDATA[abcde]]></category>
		<category><![CDATA[social era]]></category>
		<category><![CDATA[Synergy framework]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20110825/</guid>
		<description><![CDATA[Sponsorship is dead, long live sponsorship &#160; Those of you who are regular readers of Synopsis may have spotted a pattern. The lead articles are not Synergy’s random musings but rather the building blocks of a bigger story about the new rules of sponsorship. But before we get to the rules, a little bit of [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110901/the-new-rules-of-the-4th-era-of-sponsorship/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Synergy loves&#8230; The Cheating Wall</title>
		<link>http://www.synergy-sponsorship.com/blog/20110901/synergy-loves-the-cheating-wall/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110901/synergy-loves-the-cheating-wall/#comments</comments>
		<pubDate>Thu, 01 Sep 2011 10:19:24 +0000</pubDate>
		<dc:creator>Melissa Oberman</dc:creator>
				<category><![CDATA[Blogging]]></category>
		<category><![CDATA[Communications]]></category>
		<category><![CDATA[community]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Facebook]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synergy Loves]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[toronto]]></category>
		<category><![CDATA[virtual tour]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20110823/</guid>
		<description><![CDATA[What happened Tourism Toronto and Tourisme Montreal have erected “The Cheating Wall” as their newest campaign to promote tourism between the rival major Canadian cities.  The new marketing programme, developed by Crispin Porter + Bogusky Canada, is encouraging residents of the two cities to have a summer fling with one another. The Cheating Wall consists [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110901/synergy-loves-the-cheating-wall/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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