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	<title>Synergy Blog &#187; Digital marketing</title>
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	<link>http://www.synergy-sponsorship.com/blog</link>
	<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>
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		<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>
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		<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; You Vs</title>
		<link>http://www.synergy-sponsorship.com/blog/20110726/synergy-loves-you-vs/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110726/synergy-loves-you-vs/#comments</comments>
		<pubDate>Tue, 26 Jul 2011 15:59:09 +0000</pubDate>
		<dc:creator>Mike Russell</dc:creator>
				<category><![CDATA[Blogging]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Facebook]]></category>
		<category><![CDATA[Media]]></category>
		<category><![CDATA[Online communities]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synergy Loves]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[Viral Marketing]]></category>
		<category><![CDATA[YouTube]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=8318</guid>
		<description><![CDATA[Oakley&#8216;s immersion into athletic eye wear began in 1980, when the company released its first model of motorcycle goggles. Dubbed the &#8220;O-Frame,&#8221; the goggle consisted of an arced cylindrical lens that would eventually become the brand&#8217;s hallmark. Over the last 30 years, Oakley has been awarded more than 600 patents and developed, through strategic sponsorship, [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110726/synergy-loves-you-vs/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Synergy Loves&#8230; Doritos Late Night</title>
		<link>http://www.synergy-sponsorship.com/blog/20110518/synergy-loves-doritos-late-night/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110518/synergy-loves-doritos-late-night/#comments</comments>
		<pubDate>Wed, 18 May 2011 17:17:36 +0000</pubDate>
		<dc:creator>Adam Raincock</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Blogging]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Celebrity]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Music]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Synergy Loves]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[Augmented Reality]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=7671</guid>
		<description><![CDATA[What happened? To launch Pepsico owned  Doritos Late Night range they collaborated with Rihanna for the US market and Professor Green in the UK to create a series of interactive music events.  The artists both wrote new tracks and created video performances that Dorito&#8217;s fans could interact with. Professor Green&#8217;s track is recorded using 360 degree camera [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110518/synergy-loves-doritos-late-night/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Review: Heineken Star Player UEFA Champions League App</title>
		<link>http://www.synergy-sponsorship.com/blog/20110504/review-heineken-star-player-uefa-champions-league-app/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110504/review-heineken-star-player-uefa-champions-league-app/#comments</comments>
		<pubDate>Wed, 04 May 2011 16:14:07 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Facebook]]></category>
		<category><![CDATA[Football Sponsorship]]></category>
		<category><![CDATA[New Product Development]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[UEFA Champions League]]></category>
		<category><![CDATA[Barcelona]]></category>
		<category><![CDATA[Heineken]]></category>
		<category><![CDATA[Heineken Star Player]]></category>
		<category><![CDATA[Lionel Messi]]></category>
		<category><![CDATA[Real Madrid]]></category>
		<category><![CDATA[Social Gaming]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=7562</guid>
		<description><![CDATA[Heineken Star PlayerI’ve often wondered why it is that, in contrast to other major events, the sponsors of the UEFA Champions League (UCL) have mostly struggled to create great campaigns (litmus test: how many can you actually remember?). The exception to this has generally been Heineken, which has consistently created entertaining and memorable UCL work. Last [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110504/review-heineken-star-player-uefa-champions-league-app/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Synergy loves&#8230; the new adidas all in campaign</title>
		<link>http://www.synergy-sponsorship.com/blog/20110408/synergy-loves-the-new-adidas-all-in-campaign/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110408/synergy-loves-the-new-adidas-all-in-campaign/#comments</comments>
		<pubDate>Fri, 08 Apr 2011 10:26:30 +0000</pubDate>
		<dc:creator>Erica Hodges</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[David Beckham]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Football]]></category>
		<category><![CDATA[Music]]></category>
		<category><![CDATA[Rugby]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Synergy Loves]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[Tennis]]></category>
		<category><![CDATA[YouTube]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=7335</guid>
		<description><![CDATA[What happened? adidas launched what its calling its &#8216;largest ever brand marketing campaign&#8217; and the first to feature adidas Sport Performance, adidas Originals and adidas Sport Style sub-brands together. By using a number of their most popular personalities from across sports and culture adidas has created an impressive campaign which leads off with this ad [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110408/synergy-loves-the-new-adidas-all-in-campaign/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Synergy loves&#8230; Coca-Cola’s 24hour Session with Maroon 5</title>
		<link>http://www.synergy-sponsorship.com/blog/20110407/synergy-loves-coca-cola%e2%80%99s-24hour-session-with-maroon-5/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110407/synergy-loves-coca-cola%e2%80%99s-24hour-session-with-maroon-5/#comments</comments>
		<pubDate>Thu, 07 Apr 2011 17:59:01 +0000</pubDate>
		<dc:creator>Francesca Gamble</dc:creator>
				<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Communications]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Facebook]]></category>
		<category><![CDATA[Media]]></category>
		<category><![CDATA[Music]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Synergy Loves]]></category>
		<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=7293</guid>
		<description><![CDATA[What happened: Coca Cola have created a new music programme called, &#8220;Coca-Cola Music,&#8221; which is designed to give teens the inside track on the creation of music and the opportunity to view the industry&#8217;s leading artists at work.   As part of this Coca Cola developed the ‘24hour session’ which uses the social power of the web, to [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110407/synergy-loves-coca-cola%e2%80%99s-24hour-session-with-maroon-5/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Powerade ION4&#8242;s digital strategy to target rugby fans</title>
		<link>http://www.synergy-sponsorship.com/blog/20110202/powerade-ion4s-digital-strategy-to-target-rugby-fans/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110202/powerade-ion4s-digital-strategy-to-target-rugby-fans/#comments</comments>
		<pubDate>Wed, 02 Feb 2011 08:50:52 +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[Digital marketing]]></category>
		<category><![CDATA[Rugby]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[YouTube]]></category>
		<category><![CDATA[Alun-Wyn Jones]]></category>
		<category><![CDATA[fitness]]></category>
		<category><![CDATA[Kelly Brown]]></category>
		<category><![CDATA[Luke Fitzgerald]]></category>
		<category><![CDATA[Powerade]]></category>
		<category><![CDATA[Simon Shaw]]></category>
		<category><![CDATA[Six Nations]]></category>
		<category><![CDATA[sweat sessions]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=6504</guid>
		<description><![CDATA[How could Powerade support the launch of the new Powerade ION4 master brand in February 2011, using existing sponsorship platforms to help bring the new product’s key attributes to life? Synergy took Powerade’s tried and tested ‘sweat session’ concept (pitting &#8216;average Joes&#8217; against professional sports stars), and applied it to rugby. Four rugby players, one [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110202/powerade-ion4s-digital-strategy-to-target-rugby-fans/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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