Archive for the ‘Social Media’ category

Synergy at The Ryder Cup

As is customary at Synergy, major sporting events not only create a buzz of excitement around the office but also represent the culmination of a lot of hard work for certain account teams. This year’s Ryder Cup at Gleneagles was no different, as we helped Standard Life Investments and BMW showcase their partnerships at the historic event.

As the first ever worldwide partner of the Ryder Cup, Standard Life Investment’s campaign focused around the theme of ‘World Class as Standard’, with much of Synergy’s work revolving around key ambassadors, Curtis Strange and Sam Torrance. Opposing captains at the Belfry in 2002, they have grown to become great friends over the years and this rapport became the foundation for SLI’s series of 12 films, focusing on the Ryder Cup as a truly world class event. Interviewed by Sky Sports Golf correspondent, Sarah Stirk, the duo spoke on location at Gleneagles about the decisions, preparation, and challenges that are part and parcel of being Captain of either side. These films were a great success, gathering over 34,000 views on YouTube and featuring on the Sky Sports Ryder Cup On Demand channel.

Standard Life Investment’s ambassador work was not restricted to this film series however. Sam Torrance took part in content days before and after the competition, giving golf fans and national media real insight into the European team through one of their vice-captains; whilst Curtis Strange helped to underline the worldwide nature of the campaign with a SLI golf day in Boston.

All of this work led to over 78 pieces of coverage for Standard Life Investments including key ‘golden media’ titles FT Weekend Magazine, The Guardian and The Sunday Telegraph.


2012 European captain, Jose Maria Olazabal and 2014’s victorious captain, Paul McGinley, also became part of the team as key-note speakers at conferences targeting Standard Life Investment’s C-suite audience. In the final month before the tournament, the Ryder Cup was also on the road as we managed an engagement tour around 9 key media outlets in London.

Synergy’s footprint was also clear at the event itself having helped manage SLI’s significant ticket allocation. Through the distribution of tickets to local schools and suitable charities (recommended by ambassador, Sam Torrance) Synergy were able to contribute to SLI’s community and client guest programme, which was the largest at the tournament.


The BMW team at Synergy had their eyes trained even closer on the action as they managed the brand’s social media activity throughout the tournament. The social space at the Ryder Cup was a key battleground, with bookies, European Tour and PGA Sponsors, Tournament Sponsors and even FMCG brands such as Innocent smoothies getting involved. It was essential that BMW not only avoided the usual traps that reactive content can fall into (becoming a score feed) but also stood out in a crowded market.

The team were fortunate enough that the creative basis of BMW’s #DriveYourTeam campaign was visually compelling and allowed BMW to take a neutral position. From there, BMW were able to offer fans high quality, emotive, and selective content that encouraged interaction. Across the weekend, this balanced what BMW were doing ‘on the ground’ at Gleneagles, as well as reactive content from the action on the green.


The Synergy BMW team were based in the media centre at Gleneagles; designing, curating, watching and reacting quickly to what happened on the course. With up to 12 matches going on at once, it was important to prioritise moments that stood out. Some of these were obvious, such as McIlroy’s destruction of Rickie Fowler on day three, but for the less obvious, the team were able to monitor the crowds at the course, as well as internet buzz, to focus on moments that were already being discussed and were therefore more likely to be engaged with.

The Ryder Cup’s unique match-play set-up also allowed the team to utilise innovative Twitter features intelligently and creatively. This included 4-pic montages that helped to highlight crucial moments and session scores – a tactic that was mirrored by the official Ryder Cup social feeds and several other broadcasters.


 Following Europe’s win, the team reacted extremely quickly by delivering a ‘trophy’ shot both of the team and of BMW Ambassador Paul McGinley, resulting in an immediate uplift in interactions. This sort of quick thinking, alongside a well thought out strategy, contributed to BMW being named as the most dominant Ryder Cup sponsor across social by monitoring group Brandwatch.



By on October 31st, 2014

Tags: Content, Default, Digital marketing, Golf, PR, Public relations, Ryder Cup, Social Media

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‘SSE showed some striking moments both on an individual and a grand scale’

SSE Hydro

Synergy’s real time social media work for SSE features in this blog by Twitter on the social media highlights of the Glasgow 2014 Commonwealth Games.

By on August 6th, 2014

Tags: Commonwealth Games, Default, Digital marketing, Glasgow 2014, Press Clipping, Social Media, Sponsorship, Sponsorship Activation, Sponsorship consultants, Synergy, Twitter

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Five of the best Glasgow 2014 digital brand activations

Synergy’s #GoGlasgow campaign for SSE features at the top of The Wall’s five top picks of Glasgow 2014 digital brand activations.

Click here for the feature.

By on August 4th, 2014

Tags: Brand marketing, Commonwealth Games, Digital marketing, Glasgow 2014, Press Clipping, Social Media, Sponsorship Activation, Sponsorship consultants, Synergy

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Five Real Time Marketing Lessons From #Suarez

So, the World Cup has just had what you might call its first Oreo moment, in the shape of Luis Suarez’s alleged bite mark on Giorgio Chiellini, the subsequent social media explosion (there were two million tweets mentioning Suarez in the hour after the game), and numerous brands’ social media attempts to exploit the opportunity. Given all the pre-tournament buzz about Brazil 2014 being the first real-time World Cup and the readiness of brands to leverage moments like Suarez’s bite real time, it’s interesting to take a look at what actually happened. Here are five things I noticed in the 24 hours since the incident.

1. Despite the significant number of brands who attempted to leverage #Suarez, very few achieved mass levels of engagement. Here are the two most successful I’ve come across so far.

(Translation: Hi Luis Suarez, if you are still hungry, come take a bite out of a Big Mac).

I doubt that either of them will win any awards for creativity, or humour, any time soon. There are more creative, and much funnier executions out there. This, by Bud Light, for example.

But look at the number of re-tweets compared to McDonald’s and Nando’s, and most importantly the time it took to publish the tweet after the event. Bud Light, like most, didn’t react quickly enough. McDonald’s and Nando’s did. And in real time, above all, speed wins.

See also Evander Holyfield. Fast (over an hour quicker than Bud Light), relevant and funny.


2. Talking of funny, there was some absolutely brilliant stuff out there created by outliers, but none of it went big because they didn’t have the distribution skills or the platforms.

For brands, crowd-sourcing from outliers is an untapped opportunity in real time.

3. By far the majority of the brands that did try to gatecrash the party were non-sponsors. Search for Suarez on Twitter, or check out the innumerable lists of Suarez executions that are flying around in the media, and you’ll see what I mean.

Bye bye Bavaria et al. Ambush marketing has gone social and real-time.

4. Of the sponsors, McDonald’s was the big winner, but most of the sponsors didn’t play, in all likelihood because they couldn’t come up with something good enough fast enough that was relevant to their brands. All those brand World Cup war-rooms would have been an interesting place to be last night. But I noticed several of the bigger brands buying Suarez as a term on Twitter.

If you can’t think your way in, buy your way in. Fair enough, but nowhere near as good as becoming part of the conversation organically.

5. There was a lot of hilarity in the sports marketing ecosystem when Listerine, a World Cup sponsor via Johnson & Johnson’s FIFA deal, unveiled its #PowerTo YourMouth campaign, in particular this quote from a senior Listerine exec in the launch PR:

“The World Cup is a good opportunity to get people to reconsider the importance of oral care beyond cleaning your teeth, and to consider what a mouth goes through.”

Really? But when the Suarez incident happened last night, the first thing I thought of was #PowerToYourMouth and the gilt-edged real-time opportunity it presented for Listerine, and I tweeted as much.

Now I can’t say that what Listerine came up with really did justice to the opportunity, especially compared to the likes of McDonalds:


But I loved the fact that they took the time and trouble to reply to my tweet with a customised line.

Now that’s great marketing.

By on June 25th, 2014

Tags: Ambush Marketing, Branded content, Brazil 2014, Brazil 2014 Sponsorship, Default, Football Sponsorship, Real Time Marketing, Social Media, Sponsorship Activation, Sponsorship consultants, World Cup, World Cup Sponsorship, World Cup Sponsorship Consultants

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Synergy Kick-Off MasterCard’s Rugby World Cup Partnership

Earlier this year, Synergy helped MasterCard announce their worldwide partnership with Rugby World Cup 2015 . In order to emphasise the iconic nature of both the Rugby World Cup and London, Synergy developed a plan to launch the sponsorship with a striking image with one of the best rugby players in the world, Dan Carter.

As the world’s leading points scorer, Dan Carter needs little introduction. As someone who sits comfortably alongside legends of the game, he is a perfect fit with MasterCard who have signed him up as an ambassador from the launch through to the beginning of the tournament in 2015.

In his first outing as an ambassador, The All Blacks legend headed out into the middle of The Thames to practise his kicking towards London’s largest set of goalposts, Tower Bridge, in front of the world’s media. Dan also conducted a series of interviews to deliver MasterCard’s key sponsorship messages. A press release, imagery and a behind-the-scenes video were delivered across MasterCard’s media in key global markets.

Ann Cairns (President of MasterCard’s International Markets) and Brett Gosper (Chief Executive of International Rugby Board) were also both in attendance on the day to speak to the assembled media about the Priceless nature of the Rugby World Cup, as well as the important role MasterCard’s sponsorship plays in creating a legacy of innovation around the tournament.

The day was a great success and, in total, the activity generated over 150 pieces of coverage across global markets, with highlights including CNN, Bloomberg and The Wall Street Journal. The image of Dan Carter and the accompanying interviews certainly seemed to strike a chord with rugby fans and proved to be a fantastic way of celebrating the new partnership. 

Highlights of what was a very memorable day can be seen below:

By on June 2nd, 2014

Tags: Brand marketing, Branded content, PR, Public relations, Rugby, Rugby World Cup, Social Media, Sport, YouTube

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Personalising Our Passions: The Future of Wearable Tech

Wearable tech – the accessories and clothing items that incorporate computing or advanced technologies – are seen as the next major digital companion.

Over the past few years you’ve probably seen health trackers such as Nike’s Fuelband and the Fitbit Flex, helping consumers digitise and record their daily workouts. Whilst high-tech pedometers have become mainstays in the wearable market over the past couple of years, in 2013 we saw a number of new players enter the market, all with different perspectives on how computerised clothing can enhance our lives.

Google announced early in the year their intention to release ‘Glass’, a wearable computer with an optical mounted head display – or glasses to you and me. Hot on the heels of this, the Pebble smartwatch became the single most-supported project in the history of crowd-funding site, Kickstarter, with $10million ample demonstration of the general public’s interest in wearable tech. Following on from this, Samsung launched their ‘Galaxy Gear’, a smart watch which interacts more deeply with the (certain) Samsung phones and tablets to provide updates directly to the wrist.

For many, wearable tech was just a buzzword for 2013, but at the 2014 Consumer Electronics Show, these pieces of digitally-powered apparel were all the rage.

So, what does 2014 have in store for wearables and what will it mean for consumers and marketers?


By on March 11th, 2014

Tags: community, Content, Creative, Digital marketing, Innovation, London 2012, New Product Development, Olympic sponsorship, Online communities, Social Media, Sponsorship, Sponsorship Activation, Synergy, Television, Twitter

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Sochi 2014: Protest Marketing and its Potential Implications in the UK

On a cosy stage in the Southbank Centre, London, sit singer-songwriters Billy Bragg and Tom Robinson, comedian Phil Jupitus and politicised rapper Akala; they have been brought together at the ‘Being a Man’ festival to debate masculinity in the 21st century. Conversation turns to Tom Robinson’s protest activity on behalf of the LGBT community and, specifically, his angry reaction to The Gay News being found guilty of blasphemous libel in 1977. His hit song ‘Glad To Be Gay’ pointedly addressed this and was subsequently banned by the BBC.

Nearly 40 years later and Russia has passed “gay propaganda” laws that have provided a controversial political backdrop to this year’s Winter Olympics in Sochi. In the past, it took people like Robinson and Bragg to protest against such laws; however, in recent months, brands have taken up the fight in a form of ‘protest marketing’.

As the Olympics kicked off, a number of brands, such as The Guardian, changed their logos to include the rainbow spectrum associated with the LGBT community, in order to show solidarity. Most notable was Google’s doodle, which included an evocative line from the Olympic Charter stating that all sport must never be subject to “discrimination of any kind”.

 google_sochi_doodle larger

Likewise, Channel 4 – in typically rebellious fashion – changed their logo and, what’s more, released a fantastically surreal and ostentatiously camp advert wishing luck to everyone out in Sochi. “Good luck gays, on gay mountain” sings the scantily clad cabaret singer.

The piece was also used to promote the channel’s documentary ‘Hunted’ about the physical abuse of homosexuals in Russia. Similarly, other brands have used the issue to promote their image and products; for example American Apparel launched a clothing range called ‘Principle 6’ named after the non-discrimination clause set out in the Olympic Charter. Meanwhile, in Scandinavia, clothing brand XXL have released an advert featuring legendary male Norwegian athletes trying in vain to impress a beautiful woman who ends the film by kissing her girlfriend.

It is easy to be cynical and argue that this use of marketing is an insincere attempt to create positive PR and merely play on what is in the public consciousness. Contextual marketing, after all, is very in vogue; one only has to think of the hordes of brands that rushed headlong to congratulate Will & Kate on the birth of their son, Prince George.

On the other hand, while a protest song by the likes of a Billy Bragg may have more of a deep emotional impact, it is impossible to deny that the reach of these brands is incomparably large and the content they have created has been seen, shared and discussed by millions (we are doing it right now!). Surely that is a positive thing and overall can only help the continuing shift of attitudes towards the LGBT community.

So what impact does this concept of protest marketing have upon domestic sponsorship? In the UK the obvious place where discrimination still resides is unfortunately football; this is evident in the fact there are no current professionals who are openly gay, as well as the number of well documented player/fan racism incidents in the last few years.

Personally, I would argue that league, club and cup sponsors have the ideal platform to use the sort of protest marketing we have seen over the course of Sochi 2014 to promote equality. Campaigns such as this will not only strengthen a brand’s persona but, if done well, create widespread discussion.

Take for instance, the partnership between Paddy Power (sponsor of Arsenal FC among other clubs) and charity Stonewall, which saw them send rainbow laces to every professional footballer in the UK. The campaign – Right Behind Gay Footballers – resulted in 72,000 tweets using the #RBGF, which Twitter says made a total of 101 million impressions.

It must be said that the campaign was marred by a degree of controversy as some clubs refused to allow their players to wear the laces due to a lack of consultation and rival sponsorship deals; however, these issues, with more thought and the right sponsor, could be traversed in the future. What’s more, the controversy only seemed to heighten the press coverage and debate.

Therefore, in conclusion, protest marketing has the ability to show a brand’s solidarity with a discriminated-against section of society and catalyse the conversations necessary to have any degree of real change. If in the process a brand also draws attention to their own positive and attractive values it’s a win-win strategy. Whether inspired by a singer-songwriter or a brand, it is people who are the real agents of change… So go ahead and share that Channel 4 ‘Gay Mountain’ advert on Facebook and retweet the Google doodle: you have the power to keep the discussion alive.

By on February 21st, 2014

Tags: Advertising, Ambush Marketing, Blogging, Brand marketing, Communications, Creative, Football Sponsorship, Olympic sponsorship, Olympic sponsorship consultants, Olympic sports, Olympics, Public relations, Sochi 2014, Social Media, Synergy, Winter Olympics

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The Sochi 2014 Marketing Olympics, Part 1: The (One) Issue Games

…Beijing, Vancouver, London, Sochi. Every Olympics Games evolves the Olympic brand, and evolves Olympic Marketing. With Sochi 2014 now into its second week, every day this week I’ll be taking a look at the key marketing issues, campaigns and stories of the latest edition of the Marketing Olympics, kicking off today with the LBGT controversy and the latest developments in IOC sponsorship.

The (One) Issue Games 

The run-up to every Olympics is always full of negative headlines and controversy, and Sochi was no exception, but with one issue absolutely dominant: the global protests against Russia’s anti-gay legislation, led by POTUS’s decision back in December to stay away from Sochi and to nominate Billie-Jean King in the US delegation, rising to a crescendo of campaigns and stories in the final weeks pre-Games.

Inevitably, these saw Games sponsors targeted both by campaigners and the media, in particular McDonalds, whose global #CheersToSochi campaign was hijacked so powerfully on social media that McDonalds has effectively withdrawn it, now barely referencing it in its comms, with the campaign website registering only a few thousand cheers – not exactly what McDonalds would have had in mind.

Cheers To Sochi website

Re-wind to Beijing 2008, the last ‘issue’ Games, when global protests about China’s human rights record targeted the international sections of Olympic Torch Relay, prompting the IOC to limit the Torch Relay to host countries only.

But who needs Torch Relay demos when you now have globally-distributed social media?

And why has the IOC done so little to publicly engage with the issue? President Bach’s Opening Ceremony speech was to be applauded, but was too little, too late.

Problem not solved.

And protests not going away.

The ethics of how Mega Events are awarded, where they are staged, and what they are for, is not going away for the IOC or FIFA. Next after the Sochi Olympics comes the 2014 FIFA World Cup, already highly controversial in Brazil and sure to see more of the protests which marked last year’s Confederations Cup and saw FIFA sponsors’ and other brands’ campaigns hijacked. Following which we have Rio 2016 and Russia 2018, with Qatar 2022 – already the most controversial World Cup of all time – ever-present in the background.

What Sochi 2014 has again proved, if further proof were needed, is that the IOC must radically overhaul its approach to protest and how it handles controversy, if it is to safeguard and evolve the Olympic brand and create a positive environment for its sponsors and NOC sponsors worldwide. Not to mention justify an increased price tag for TOP deals, of which more below.

Meanwhile, not much doubt that the LBGT protests have produced the ad of the Games. When I first spotted and tweeted it a couple of weeks back it had only 4,000 views on YouTube: now, that’s grown to over 5 million and quite right too. Sensational.

2024 At The Double

The IOC has announced two extensions to TOP deals during Sochi: Atos, to 2020, and Panasonic, in a move which took everybody by surprise, to 2024.

Patrick Nally hit the nail on the head.


Panasonic was widely expected to extend, particularly after Tokyo won the right to host the 2020 Games, but only to 2020, in line with the other global Olympic sponsors, and to allow for a much-mooted IOC review of the TOP programme post-Sochi.

Where the Panasonic extension leaves all that is now the big issue in Olympic sponsorship, particularly as it is also now being reported by SportsBusiness Journal (SBJ) that the contract is worth $350m-$400m, thereby doubling TOP prices in the most recent deal cycle.

SBJ has underlined its position as the must-read for anyone in the business with some great reporting from Sochi by Tripp Mickle on IOC sponsorship issues. Both these are worth a read:

Outgoing chair of the IOC Marketing Commission Gerhard Heiberg interviewed. Interestingly, he calls out Samsung as the deal which has added the most value to a TOP sponsor.

The IOC has stopped the Sochi 2014 Organising Committee from projecting sponsors’ logos on the outside of some of the Sochi arenas in view of TV broadcasters’ cameras.

Tripp also had some nice takes on Twitter on new IOC President Thomas Bach’s appearances at sponsors’ showcases in Sochi:

Tripp Bach Sochi tweets

The days of Jacques Rogge are well and truly over.


By on February 17th, 2014

Tags: Beijing 2008, Brazil 2014, Default, IOC, Olympic sponsorship, Olympic sponsorship consultants, Rio 2016, Rio 2016 Sponsorship, Sochi 2014, Social Media, Socialympics, Sponsorship, Sponsorship consultants, Winter Olympics, World Cup, World Cup Sponsorship

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Five Things The IOC Can Learn From The #SelfieOlympics

In early 2012, to denote the collision between mass-adoption social media and the Olympics, Synergy coined the term ‘Socialympics’, which subsequently went viral (even being adopted by the IOC), and staged two panel sessions in front of invited audiences either side of London 2012 to discuss the Socialympics phenomenon. (If you missed them, you can find a round-up of Socialympics 1 here and Socialympics 2 here).

Fast forward to today, and in the days leading up to Sochi 2014, the first big internet meme of 2014 is the #SelfieOlympics, which has seen teens and young adults compete to top one another with selfies which vary from the extreme to the bizarre and everything in between. You haven’t seen one? (‘WHAT ARE YOU 30?!’ as MTV wrote recently). Here’s an early example: 


I can’t say that we predicted the #SelfieOlympics back in our 2012 Socialympics sessions (now that would have been something), but I can say that we focused on an issue highlighted by the #SelfieOlympics: the enormous potential of social media to help the IOC address one of its biggest challenges – making the Olympics relevant and accessible to teens and young adults, and reverse the ageing Olympic demographic worldwide.

So, here’s five things I’d suggest that the IOC and the Olympic Movement could learn from the #SelfieOlympics about marketing to the young.

1. The young get ‘Faster, Higher, Stronger’. For any brand manager that would be good news: for the IOC, in a world full of brands with much bigger budgets competing for the young’s attention and understanding, it’s amazing news.

2. If you want the young to get into your brand, above all let them have some fun with it. This is not natural territory for the IOC, which has a tendency to be over-worthy, but it’s territory they need to embrace.       

3. Your best marketers are your consumers. If the next generation is capable of spontaneously creating and spreading an idea as entertaining and viral as the #SelfieOlympics, who knows what else they can come up with? Invite them to play around some more with your brand.

4. If you want to market the Olympics to the young, think beyond sport. The #SelfieOlympics has done as much for the Olympic brand with the young as the Youth Olympic Games, which hasn’t ever come close to going viral.

5. If the Olympic brand can go viral in this way once, it can do it again. The IOC and its stakeholders can make this happen: start with athletes posting #SelfieOlympics pics at Sochi, say.

By on January 22nd, 2014

Tags: IOC, London 2012, Olympic sponsorship, Olympic sponsorship consultants, Rio 2016, Rio 2016 Sponsorship, Rio 2016 Sponsorship Consultants, Social Media, Socialympics, Vancouver 2010, Viral Marketing, Winter Olympics

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Our Favourite Things Of 2013

The last week before Christmas gives us a great excuse (not that we need one) to remind ourselves of some of the campaigns, films, stunts, tech, social and experiential activity that really caught our eye in 2013. We don’t claim that this is an exhaustive list, and some of the things on it aren’t sponsorship, but they all made us want to share them (the key metric in the social era) because they were clever, creative, funny, and in some cases all three.


“Immortal Fans”

There is little doubt that this is the campaign of the year, and it has the Cannes Golden Lion to prove it.  If you haven’t seen it yet, where have you been? Hurry up and click on the film – your life is about to get better. And if you have seen it already, you’ll need no excuse to watch it again and remind yourself of the emotional power of sports. Nothing comes close to it, and that’s why sponsorship is awesome.


Another brilliantly clever use of sport  to address an important social problem. In Paraguay, 24% of children are not enrolled in civil registration, effectively leaving them with no identity. To raise awareness and spark social discussion on this issue, Paraguay and Uruguay played a football match where both teams wore shirts with no names on their backs, while the opening minutes passed without commentators referring to the players by name. As a result, both major presidential candidates agreed to address the problem if elected to office in the upcoming elections.



Nike Hypervenom House of Deadly

Nike, Neymar and the world’s largest immersive game experience – a combination that’s tough to beat. In addition to the ‘making of’ film below, here’s a blog we wrote about it back in November.

Coke Small World Vending Machines

Who’d have thought that two countries with such a history of mistrust and conflict could be brought closer together by a humble vending machine? But Coca-Cola showed how it could be done, and why they continue to be among the best marketers on the planet.

HTC Snapdragon Photobooth

To demo the power of its Snapdragon processor, Qualcomm mounted 130 HTC Smartphones into a big spiral to create a 540⁰ photobooth. Needless to say, capturing images in this way allows you to create pretty cool films – and almost convinces you to buy a smartphone just because it contains a Snapdragon processor.



It feels so long ago, but it was only this year that Oreo did its thing at the Superbowl. We’re not going to add any more column inches to that particular execution, but it did mark the tipping point when real-time and reactive content became a new, must-have weapon in sports marketing.

Zippo Saves the Sochi Olympics

The Sochi 2014 Olympic Torch has had more than its fair share of mishaps, but when it went out and was re-lit by a bystander with a Zippo, everyone’s favourite lighter company jumped on it brilliantly with executions that quickly went viral and, top of every Olympic ambusher’s wish-list, incurred the displeasure of the IOC.



Nando’s Fergie Time

Nando’s honoured the Sir Alex Ferguson’s retirement by copying the stoppage time generosity that Sir Alex all too often received from referees, by keeping all their Manchester restaurants open for an extra 5 minutes of #NandosFergieTime.

Adidas and Andy Murray

Adidas ensured their tribute to Andy Murray went viral as soon as he was voted BBC Sports Personality of the Year with instant social media creative and projection mapping outside the SPOTY. It didn’t hurt that Andy Murray also used the exact words in his acceptance speech… All demonstrating that much ‘real-time’ content is actually ‘prepared well in advance’ content.



Yeovil Town and the Safely Delivered Loan Signing

23rd July 2013 was a big day for the country: Yeovil Town was safely delivered of the loan signing of defender Alan Tate. In a move mirroring the announcement of the royal baby, the use of an easel and a framed declaration grabbed the attention of the national media and beautifully hijacked the zeitgeist.



The Oakley Bubba’s Hover

In the week before the US Masters, Oakley produced a fabulous stunt featuring a Bubba Watson hovercraft which re-imagined the golf buggy and perfectly matched Bubba’s ‘go for it’ approach. Here’s our blog on it all from back in April.



An American Coach in London

An amusingly self-deprecating take on (some) Americans’ views on sah-ker, this film, featuring Saturday Night Live’s Jason Sudeikis, helped launch NBC’s Premier League coverage. We expected it to be crap. It wasn’t.

Rory versus the Robot

Another golf stunt, with the European Tour pitting Rory McIlroy against a robot in a series of challenges. Went viral way beyond golf fans, and easily Rory’s best moment of the year on or off the course.

Heineken: The Negotiation

To be honest, Heineken create so much brilliant content, that it is almost impossible to choose just one. But, we’ve gone for The Negotiation, an imaginative take on the often repetitive story of a Football-loving partner and their other half.



US PGA Championship Pick the Pin Challenge

For the first time in history, the US PGA enabled fans to pick the pin location for the 15th hole during the final round of this year’s PGA Championship at Oak Hill. Nearly 100,000 people voted and (surprise surprise) 61% chose the location closest to the water. A brilliantly innovative way to engage fans digitally with the event and the sport. Check it out here.

David Beckham e-Book Signing

In 1998, David Beckham re-invented the sarong. In 2013, he re-invented the traditional book signing, streaming his book launch live on his Facebook page. And if you opted in with your e-mail address, you even got your very own digital Becks autograph. It sure beats the local Waterstone’s. Here is the great man in action.

Adidas Brazuca World Cup Ball Launch

A fan vote to choose the name? Check. A very cool interactive video with hidden content and allows you to see what the Brazuca sees? Check. Its own Twitter feed with 104,000 followers at the time of writing? Check. A total re-invention of a sponsorship asset? Check. Hats off to adidas, and here’s our blog on the Brazuca from a few days ago.



The Surprisingly Good Middle Eastern Airline Ad of The Year: Qatar Airways Barca Island

Book me a ticket on Qatar Airways. Barca Island looks awesome.


What do you do when a legend retires? You set the ball rolling by creating the #ThankYouSachin hashtag and then watch as fans, brands (including Coke and Heineken) and even the founder of Facebook picks it up and runs with it. Here’s our Storify of the key moments:


We hope you liked this review of some of our favourite things from 2013. If we’ve forgotten something that you think should be on the list, then please post a comment – we’d love you to share it.

Congratulations to all the people, brands, agencies and rightsholders who were responsible for this work and let’s hope the list in December 2014 is even better.

By on December 19th, 2013

Tags: Advertising, Ambush campaign, Ambush Marketing, American football, Andy Murray, Barclays Premier League, Basketball, BBC, Blogging, Brand marketing, Branded content, Brazil, Brazil 2014, Charity, Communications, Consultancy, Content, Creative, David Beckham, Default, Engine, Experiential marketing, Facebook, Football, Football Sponsorship, Golf, London 2012, London 2012 sponsorship, Media, Mobile, Naming Rights, NFL, Olympic sponsorship, Olympics, PGA Tour, PR, Public relations, RBS 6 Nations, Rugby, Running, Social Media, Sponsorship, Sponsorship Activation, Sponsorship consultancy, Sponsorship consultants, Sport, Synergy, Synergy Loves

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