What happened?

It would be remiss of us to ignore the social disturbance, unrest and rioting that wreaked havoc on the streets of London and around Britain in early August. What really struck a chord with us here at Synergy was the response of local communities to counter the destruction and rally together,  specifically the role social media played in doing so.

Everyone will be au fait with images of Clapham’s broom wielding army lead by Commander-in-Chief, one B. Johnson, who set about cleaning up their local neighbourhood the day after the carnage. Organised by the very same social media sites that were at the heart of spreading the riots, communities gathered first virtually and then physically to start the clean up. Check out Jam’s infographic on the buzz created around the riots and the call for social change.

One of Engine’s other companies, Partners Andrews Aldridge, started a campaign called De-Loot London. Their mission was to make sure that not a single shop that was looted during the riots was forced to close as a result. By setting up a website with an interactive map, people can highlight local shops that most need their community’s support. Embracing the power of social media they established the #delootlondon hash tag for people to share amongst their friends.

Why we liked it?

Firstly they acted fast, the campaign was up and moving within days of the looters running riot. This allowed people to act quickly and really feel as though they could make a difference to their local community.

Secondly, social media was at the heart of the campaign and provided the online community with a mechanism to make a difference to their own physical communities.   Brands often talk about building a community of advocates, fans or followers and this campaign tapped into a passion point. It turns out that people are passionate about keeping local businesses afloat in the face of adversity.

Thirdly, it was philanthropic, and after fear and uncertainty spread across London it reassured the population that good people are out there…and there are lots of us!

Finally, the riots may not be headline news any more, but local communities will need long term support. De-Loot London already has 1,900 Facebook fans, so keep the campaign going by sharing your support here.

By Caroline Ayling on September 1st, 2011

Tags: Blogging ,Default ,Social Media ,Synergy ,Synergy Loves ,Synopsis ,Twitter ,Viral Marketing ,YouTube

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Here at Synergy towers we’re always looking for fun, quirky ideas that have genuine media traction while fitting with our clients’ target audiences and business objectives. So with the London 2012 test events rolling into town the Betfair team put our thinking hats on and looked at how Betfair could get involved. We focused specifically on the beach volleyball tournament at Horse Guards Parade - an event with high media and consumer interest that would engage the brand’s target audience and deliver a tactical campaign within budget.

Further to a recent Ofcom report highlighting that one third of British adults now owns a smart phone, Betfair developed a concept to promote their mobile offering.

Synergy negotiated a deal with Team Mullin-Dampney, the number one British beach volleyball duo, to position Quick Response technology, known as QR codes, on the players’ kit. When photographed, the QR code would drive people to  Betfair’s free-bet and registration page.

Given the limited space available on a beach volleyball kit, the signature ‘hands on knees’ stance, and likely viewpoint of media and spectator cameras, the QR codes were placed on the players’ bikini bottoms to maximise exposure, whilst their arm bands carried the Betfair Mobile logo.

Working with Betfair’s consumer PR agency and new members of the Engine family - Mischief - we held a photoshoot with Shauna Mullin and Zara Dampney and distributed the images before the test event on 9^th August.

Capturing the imagination of both the front and back pages the story featured in four national newspapers (Daily Mirror, Daily Express, Daily Star and Daily Record), two regional titles (Metro and The Evening Standard) and seven national online sites as well as over 200 online outlets, thousands of tweets and in the international media.

By Caroline Ayling on September 1st, 2011

Tags: Advertising ,Ambush campaign ,Beach Volleyball ,Brand marketing ,London 2012 ,Mobile ,Olympics ,PR ,Product placement ,Public relations ,Sponsorship ,Sport ,Synergy ,Team GB

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August proved an exciting month for the team here at Synergy, as after months of planning, energy brand SSE (Scottish and Southern Energy) was announced as a National Community Partner of the RFU.

Working with some of the most talented and charismatic England rugby players of the past 15 years, from England international Tom Croft to former World Cup player Danny Grewcock and former British Lions player John Bentley, community clubs Bracknell RFC and Percy Park RFC played host to two launch events that brought SSE to the very heart of English rugby.

The three year partnership with the RFU will see SSE invest heavily in supporting community rugby in England by taking on the title sponsorship of the National and Divisional Leagues, as well as providing much-needed funding for the RFU’s programme, Community Rugby Coaches (CRCs).

With English community club rugby at the very core of the sponosrship, Synergy was tasked with creating a campaign helped SSE make a tangible difference to the grassroots game.  And what better way to do this, than to ask every rugby player in England what they think their club needs.

Synergy launched the new partnership by asking that very question and creating the “What Clubs Need” survey at www.sserugby.com.  Whether it’s bibs, balls or floodlights, the results will be absorbed into a wider campaign of rewards and opportunities for clubs, giving them access to the resources that will benefit their club the most.

The launch event was held at Bracknell RFC on Monday, August 8^th, with England flanker and new SSE ambassador Tom Croft leaving the squad’s World Cup training camp for the evening.  He provided a huge draw for everyone at the club, joining in a coaching session with an enthusiastic junior team, before assisting in drills for the senior 1st XV.

The media descended on Bracknell RFC, as Tom carried out interviews with The Times, The Sun, The Rugby Paper, leading to standout coverage, thus maximising the launch of www.sserugby.com

Not prone to resting on their laurels, Synergy set about on the preparations for the second launch event, this time at the picturesque Percy Park Rugby Club in North Shields, Newcastle.  On this occasion the full junior team were out in force, an impressive 80 children taking part in some high quality training.  The seniors got their turn as well, with 2003 Rugby World Cup winner Danny Grewcock and the legendary ex-British Lion John Bentley, putting them through their paces for 90 minutes.

SSE will continue to support both Bracknell RFC and Percy Park RFC with the resources they need.  It is part of the brand’s bigger commitment to support all those rugby clubs who are ensuring that grass roots rugby stays at the very heart of English communities.

Visit www.sserugby.com to tell us what your club needs.

By Donald Parish on September 1st, 2011

Tags: Default ,grass roots sport ,Public relations ,Rugby ,Sponsorship ,Sponsorship consultancy ,Sport ,Synergy ,Synopsis ,Twitter

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We don’t need reminding that the 27^th July 2011 was not just another day in our calendars. With one year to go until the start of the London 2012 Olympic Games, celebrations spread across the UK far and wide.

To celebrate this milestone and engage staff in BMW’s London 2012 Partnership, Synergy were tasked with organising an interactive sports day.  In addition to giving employees the chance to experience an Olympic Sport, BMW used the day to promote the BMW London 2012 Performance Team, launch the Olympic Torch Relay nomination programme and provide inspiration for BMW’s role in the Games.

Starting with an empty car park (a rarity at BMW HQ), astro turf was installed to set the foundation for the main arena hosting basketball, football, high jump and gymnastics.  Just like the preparations for the Games themselves, BMW’s year-to-go celebrations were on time and on budget!

Inside, employees were give the chance to show off their lightning-fast reflexes as the showroom had been transformed into a table tennis hall.  Staff could also get their photo taken with the London 1948 Olympic Torch – truly a once in a lifetime opportunity.

Steve Cram and Mark Lewis-Francis, both part of BMW’s London 2012 Performance Team, were in attendance to celebrate the milestone with BMW, give employees some inside tips and encourage them at the various activities.

As the countdown clock edged closer to 365 days to go, new sports had been mastered and the leaderboards were looking very competitive. All that remained was the Closing Ceremony, where the winners of the prizes were announced and the celebrations were started.

By Olivia on September 1st, 2011

Tags: Athletics ,Celebrity ,Default ,Olympic sponsorship ,Olympic sponsorship consultants ,Olympic Torch Relay ,Olympics ,Sponsorship ,Sport

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We all know the Olympic Games is coming to town. It’s getting closer and the clock is ticking, will we cope? Will the London Tube system handle all the extra people? How many medals will Team GB win? Anyone fancy a legacy? Will it make kids thin again? All those words are echoing around the UK media. I don’t have the answers.

But what I can explore is a new view, certainly to me anyway, as I’ve only had it about 5 minutes. London 2012 represents many things and has many hot topics, not least the L-word: Legacy. Defined as anything you want it to be, depending upon who you’re talking to, so I may as well chuck my own legacy-hat in the Olympic Ring…

Welcome to the world of collaboration

In marketing, we often discuss new platforms, will it be Facebook, Twitter, an app or something more traditional? But whilst all these platforms (and many more) have a huge role to play in the future for sponsorship, it’s finding better and more interesting ways to work together that will define the next generation of our industry. How will we combine the creativity and know-how across the marketing industry and beyond, to create truer forms of engagement and understanding?

What does this all mean for the Games?

For me, this is indeed the opportunity that smacks us in the face. I’m privileged to work for Engine, a place designed to create, embrace and accelerate the fast-changing collaboration process, which we leverage across all kinds of brands and all kinds of projects and campaigns. But London 2012 will, and is, enabling all types of cross-functional working, taking down barriers to make the best of British talent. Look at the architectural brilliance of the venues, the undeniably efficient construction projects, or how government and other public bodies are finding ways to work together towards a single goal.

We have the world’s biggest sporting event, in one of the most creative, digitally-savvy and energetic cities on the planet; I’m pretty sure an opportunity like this is rare. True, lots of us realise it’s coming and are grinding away to try and deliver something of marketing genius. Some of us certainly will.

But the opportunity to create truly integrated working — when we merge brains, disciplines or even industries — will have by far and away the biggest impact and lasting legacy on our industry. At least it certainly should do.

I believe we do ‘forced change’ particularly well in the UK. Take the recent and awful riots across London and other UK cities. It was something that no one anticipated or wanted to see, and yet, we’re already seeing huge change programmes implemented, from the top of government to tiny communities projects. Knee-jerk probably, but very much needed too. Change is vital to ensure these challenges are addressed, to give young people the opportunities they deserve to take a grip of their own futures.

In a very different way, the Games provides a similar vehicle to force change, the immovable deadline of London 2012 creates the pressure and dynamic environment to really make things happen. Decisions, teamwork, integration — none of these are optional and they have to happen, and quickly, to make certain the Games can be deserving of its title — the greatest show on earth. I say, embrace change, collaboration, integration — all of it.

Collaboration is a wonderful thing but, much like the old legacy word, it’s a very easy thing to say, much more difficult to put in practice. Our ongoing challenge is to continually challenge ourselves, to work together to make the cleverest, most creative and most integrated campaigns ever. Then afterwards? Keep on doing it, of course.

Not reading anything new? I completely agree, this thinking has been around for a long time. But — and it’s a big but — there’s a massive difference between thinking and doing. In the words of the most famous Olympic ambusher…

By Ben Wilkinson on August 26th, 2011

Tags: London 2012 ,London 2012 sponsorship ,London 2012 sponsorship consultants ,Olympic sponsorship ,Olympic sponsorship consultants ,Olympics ,Sponsorship ,Sponsorship consultancy ,Synergy

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It’s summertime and Festival Fever is in the air. Over the last decade the festival scene has evolved. From grungy music festivals to a broad spectrum of events to suit young and old, ‘musos’ to ‘foodies’, there is something for everyone. Entertainment options range from large scale music festivals to small boutique-style events. In cash-strapped times, when family holidays abroad are an unnecessary expense, weekends away to UK festivals and events has become favoured family entertainment at great value.

We talk a lot about ‘passion points’ in sponsorship and festival and live event partnerships offer brands the perfect opportunity to target the desired audience engaging on a personal level. And if the event or festival doesn’t exist then why not create one, specifically for the consumer, to deliver the ‘Holy Grail’ for event and experiential marketing…..the perfect brand experience that delivers results.

The Synergy experiential team has picked out some of our favourite summer events and festivals from sponsored events to events created by brands…enjoy.

What: LolliBop – The Big Bash for Little People
Where: Regents Park
When: 5th – 7th August

Described as a ‘magical land of endless fun’ for the under 10s that offers the thrills of a festival vibe but without the hassle of camping or long car journeys, LolliBop is the UK’s only festival where all of the entertainment is for children. Adults are also offered a wealth of treats including guest musicians and DJs, relaxing cocktails, tea & treatments, market stalls and a real ale festival bar.

Two brands who have seen the value of being involved with Lollibop are Britvic and Organix. At this year’s event Britvic sampled their My5 product and encouraged children to take part in fruit themed games whilst Organix used the festival to seed their recently launched Mighty Meals range amongst influential mums.

What: Taste of London
Where: Regents Park
When: 16-19 June

Fine dining transported to Regent’s Park for four days of summer eating, drinking and entertainment.  What more could you want from a festival!  With over 40 of the city’s best restaurants dishing up their finest in an unbeatable alfresco gourmet feast,  while 200 producers provide a bounty of the best food and beverages, ensuring guests sample and shop for a range of produce in the laid back atmosphere of a boutique food market.

With restaurants fashioning special menus of starter sized dishes for the occasion, including signature dishes created by chefs to specially reflect their philosophy and showcase seasonal and premium ingredients it is certainly worth the wait at the restaurants you may not usually have access to, however it isn’t cheap with dishes ranging from £3-£5, if you wish to try an array of dishes.

Sponsored by British Airways, Executive Club member (Gold and Silver) have access to the VIP Lounge, re-creation of the super luxurious airport lounges with champagne and delicious dishes from BA’s executive chefs. Other brands involved include the AEG cookery school and to celebrate the release of their brand new 508 model, this year at Taste, Peugeot launched their baking Theatre, La Pâtisserie.

When the weather is great, Taste of London is a must, however if the British Summer rain is threatening, be sure to take your Hunters and brollies as limited cover does put a little dampener on the occasion.

What: Ben & Jerry’s Double Scoop Sundae Festival 2011
Where: Clapham Common, London & Heaton Park, Manchester
When: 23rd & 24th July

This family-oriented music festival, occurring at two venues over the course of two days, draws over 40,000 fans, more than 25 acts, and of course consists of tons of free Ben & Jerry’s Fairtrade ice cream.

Perhaps the greatest appeal of this festival for children and adults alike is its ability to bring out the little kid in everyone.  With its fairground attractions, like meeting the animals at the petting zoo, playing games like Ice Your Own Cookies, and suggesting new ice cream recipe activities, this interactive event is certainly one not to dismiss.

A diverse range of music features throughout the festival, with line-ups of live acts including Maximo Park, Ocean Colour Scene, Fun Lovin’ Criminals and Gary Numan. Not only does it play host to a number of good charities and causes, but the Ben and Jerry’s Sundae Festival is also climate neutral, so you can enjoy the fun in the sun without the extra guilt!

The only downside of this tasty family experience is the risk of adverse weather conditions raining on the fun, which is sure to turn Mississippi Mud Pie into more than just an ice cream flavour. But when the sun is shining, this is a perfect way to spend a summer’s day with friends and family.

What: Bulmers Cider Garden
Where: London’s South Bank
When: 3rd-14th August

Cider lovers, this is the place for you! A pop-up bar has appeared on London’s South Bank, inviting people to soak up the August sunshine and pop open a Bulmers No 17 (Bulmer’s newest product containing crushed red berries).

The Bulmers Cider Garden is open to everyone (over 18) and offers live music curated by Festival aficionados Rob Da Funk and free samples of the fruity drink.

In addition to the music and free refreshments,   visitors can take part in a series of fun experiments to help Bulmers find the ultimate cider drinking experience and enjoy some experimental acts on the Bulmers Experimenter’s Stage.

What: The British Gas Big Dip
Where: Clapham Common, London
When: July/August 2011

In the last month Clapham Common has been transformed into an ‘urban Swim festival’. The event, the brainchild of Olympic medallist Steve Parry, is supported by British Gas and is an extension of its British Swimming sponsorship. The brand objective for British Gas is to get people together through swimming, which is central to this event.

The Big Dip consists of a pool, beach, kids entertainment and, a must for all event these days, a recycle campaign – the ‘Speedo swim amnesty’. The event is a great, reasonably priced activity for families and children to while away the hours of the long school holidays. And for British Gas, what a great opportunity to engage its customers with its brand and sponsorship campaign and a strong message of community. http://bigdip.co.uk/

What: Field Day
When: 6th August 2011
Where: Victoria Park, London, E3

Field Day is not what you could call a brand lead festival, it’s more of a gathering of ‘in-the-know hipsters’. For anyone who knows me I am certainly not one of these but a friend’s hen do gathered the girls in a sunny Victoria Park for an afternoon of dancing, fairground rides and pear cider.

Despite the trendy crowd rebuffing too much brand led activity there were a couple of partnerships of note. Firstly the organisers teamed up with The Independent as a media partner to promote tickets to the festival targeting the liberal free-thinkers. They had a stand on site near the Village Green but to be honest I didn’t see too many people reading on site. Then there was the summer festival must have – the Pimms bus. Parked up with their traditional English picket fence and picnic tables they fit right in with the central village fete area. There is certainly more that brands could bring to Field Day but I’m not so sure the audience would take kindly to a title sponsor.

What: Hackney Wicked
Where: Hackney Wick, London
When: Friday 29th July – Sunday 31st July 2011

Sandwiched between the Olympic Park and Victoria Park lies Hackney Wick – an unassuming place with the highest number of artists per capita in the world. For the fourth year, Hackney Wick puts on a 3 day East London arts festival aptly named ‘Hackney WickED’. Fuelling the existing art scene, the festival showcases work from both local and international artists through studios, mobile galleries, graffiti jams, pop up spaces, installations, live music stages and events.

Special events saw film screenings at the Floating Cinema, Films on Fridges and Folly for a Flyover. Not forgetting the opportunity to try a coracle on the River Lee with the emerging Olympic Park in background.

Described as “a post-apocalyptic world where only the artists survived” this is a festival with a real sense of community and passion for the local arts scene.

By Emily Waring on August 22nd, 2011

Tags: Brand marketing ,Default ,Experiential marketing ,Food & Drink ,Music ,PR ,Public relations ,Synergy Loves

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The inaugural Set4Sport Roadshow, supported by RBS took place on the 10^th August in South Shields, South Tyneside.

The brainchild of Judy Murray, Set4Sport was launched in June, with the help of Jamie and Andy Murray, and showcases games that Judy played with both of her sons when she was looking to improve their coordination and agility, whilst also providing some essential parent / child bonding opportunities.

With the British summer living up to its reputation, we had to put our wet weather plan into action and move from South Marine Park, to a covered area on the Seafront.

Whilst a smaller turnout was therefore expected, we were pleased to see the hardcore British Holiday-goers still come to the beach, no matter what the weather!  Immediately upon opening, we had families queuing to take part in ‘Double Trouble’, ‘Race ‘n’ Chase’ and ‘Jumping the River’, to name but a few of the activities. Our brilliantly enthusiastic coaches took the families through the games, all of which could easily be created at home with items such as cereal boxes, baked bean tins, cuddly toys, cushions and jumpers.

Judy led her team of coaches throughout the day and was never far from the action with a ball or hula hoop in hand, except for a quick radio interview or to chat to families as to how they could incorporate these games into their home life.

We are looking forward to the next event in Halifax on the 16^th August where we will be at Eureka! The National Children’s Museum.

By Samantha Pillage on August 17th, 2011

Tags: Andy Murray ,Brand marketing ,Celebrity ,community ,Event management service ,Experiential marketing ,grass roots sport ,Judy Murray ,Sponsorship

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It’s 20 years since the Premier League was launched and to mark the occasion, we’ve put together an infographic suitably laced with factoids illustrating the League’s journey from domestic breakaway to global superpower.

Having worked on sponsorships in and around the League since its inception, it’s been an extraordinary journey both to have witnessed and to have been part of. The incredible transformation on and, above all, off the field is what I hope we’ve captured.

Off the field, my personal favourite factoids are the League having no title sponsor in its first season (owing to disagreements between the clubs) and the staggering 9900% rise in Manchester United’s annual shirt sponsorship income, from Sharp’s £200k endorsement in 1992 to today’s £20m Aon deal.

On the field, it has to be United’s dominance of the title (which of course has driven their off-field success), the proliferation of overseas players, from a mere 11 in 1992 to 337 last season, and the perfect symmetry of the 11 current and 11 former clubs who featured in the inaugural 22-club Premier League (great quiz question by the way).

Click to enlarge…and enjoy.

Crafted and made beautiful by Jon Izzard.

By Tim Crow on August 10th, 2011

Tags: Barclays Premier League ,Football ,Football Sponsorship ,Manchester United ,New Product Development ,Sponsorship ,Synergy

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