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Why ‘Top-Down’ Is Better Than ‘Bottom-Up’ For Sponsorship Activation

Most brands know sponsorship is a great way to connect their brand to their target audience. Most brands strive to deliver great campaigns and activation programmes. Most brands take a ‘bottom-up’ approach to campaign activation.

Most brands get activation wrong.

But why is this the case? More importantly, what can brands do about it?

In simple terms, a ‘bottom-up’ approach to campaign activation mean brands (in this order);

1. assess the sponsorship rights at their disposal

2. devise the activation programme to leverage those rights

3. articulate a campaign idea to connect the activation programme to the brand

Successful brands take a ‘top-down’ approach to campaign activation, meaning they start from the top with the campaign idea itself. Only once the blue sky thinking has been done do thoughts shift towards grounding the central thought that connects the brand, asset and target audience to an activation programme and sponsorship rights. Implementing a ‘top-down’ approach is the only way to ensure the brand tells a rich, compelling and coherent  campaign story.

P&G’s “Proud Sponsor of Mums” tagline has proven fertile ground for rich campaign ideas to connect brand, target audience and asset. The brand’s global sponsorship agreement with the International Olympic Committee enables the company to take the Olympic Games to the 4 billion consumers worldwide served by P&G brands. For the London 2012 Olympic Games, the consumer goods company created the Nearest & Dearest platform, which supported the friends and family of all the athletes in the lead up to and during the Games. Rights were also put to use in “The Hardest Job is the Best Job - Raising an Olympian” campaign, which brought to life the dedication of mums across the world in helping their kids to achieve their dreams. First channelled through digital and social media platforms 100 days before the Opening Ceremony, P&G leveraged every asset available to maximise the sponsorship.

Capital One’s overarching campaign idea to 'Support the Supporters' has been brilliantly brought to life through their sponsorship of the Football League Cup, better known as the Capital One Cup.

Stepping in to help Shrewsbury Town FC increase stadium capacity ahead of their Round 4 tie against Chelsea is a good example of an activation linked to a great campaign idea.

By its very nature, the League Cup presents Capital One with the opportunity to activate at each round of the competition, helping the brand uphold its commitment to supporting the supporters through great activation.

In another example from this season, Capital One gave Nottingham Forest FC fans the chance to unite and pay their respects to Forest legend Brian Clough. The Nottingham-based credit card company handed out over 1,000 iconic green jumpers, synonymous with ‘Cloughie’, to all Forest fans who travelled on the official supporters’ coaches to White Hart Lane for the tie against Tottenham Hotspur in September. The gesture struck the right chord amongst players, fans and media alike, helping reinforce Capital One’s commitment to the territory of ‘Support’.

BMW’s “Drive Your Team” campaign and branded content at the 2014 Ryder Cup also stood out for all the right reasons. Not only did it represent the brand and product values, it gave fans high-quality, emotive and selective content to help them get behind their team by using the #DriveYourTeam hashtag.

BMW has a rich heritage in golf, sponsoring the Ryder Cup and other golfing tournaments, and kicked off their 2014 Ryder Cup campaign with an integrated social activity, including a full BMW Twitter profile takeover, followed up with a fan competition (for Ryder Cup tickets), live content and finally rounded off the activation with a series of celebratory images.

Brands that put first things first and implement a ‘top-down’ approach will continue to create the showcase campaigns of tomorrow. Ultimately, brands which go ‘bottom-up’ may risk ending up at bottom of the pile…

The Sochi 2014 Marketing Olympics, Part 2: Brand Activation Highlights

Having written yesterday about the LBGT controversy and the latest developments in IOC sponsorship, today I'm turning to the key brand activation strategies and stories around the Sochi Games.

Play Russian

Unlike a summer Olympics or a FIFA World Cup, the Winter Olympics doesn't bring with it a big, global Nike campaign. Sochi 2014 is lower-priority and lower-spend than the World Cup for Nike, because in terms of worldwide interest, the winter Olympics is nowhere near as big as a World Cup, as illustrated by this Twitter heatmap.


  

Nike's Sochi playbook has strong echoes of Vancouver 2010: focus on the host market; fusion of Nike attitude with national identity; hockey at its core (Nike sponsors the Russian, US and Canadian hockey teams). 'Play Russian' features Nike's key Russian endorsees across a range of sports, led by Russian hockey icon and Games poster boy Alex Ovechkin, as well as a very cool website.
Of the other sportswear brands, the Jamaican bobsled team qualifying for Sochi was good news for Jamaican NOC sponsors Puma, but even better for adidas, when adidas-branded pictures of the Cool Runnings movie instantly flooded the web; and Under Armour has had a Games to forget, first owing to the withdrawal of Lindsey Vonn, and then by making a ton of the wrong kind of headlines about the performance of its speed skating suits.

No Logo?

The IOC famously prides itself on making the Olympics as advertising-free as possible, but the snowboarders' gear in Sochi has been branded like no Olympics before, with the brands involved pushing the IOC's regulations to the limit. This drew this observation at the start of the Games from our head of consulting Carsten Thode:

Carsten Sochi

Subsequently brandchannel followed up on the same subject with this very good piece: expect to see this particular loophole narrowed, if not closed, by the time we get to Pyeongchang 2018.

There was also the curious case of Alexey Sobolev, aka the Pussy Riot board artwork that wasn't, and the cellphone number that was. Or something like that.

And while we're on the subject, check out this very cool interactive guide to the gear of the Games by the NYT.    

The Return of the Brand Police

Games officials doing daft things as 'brand police' - supposedly to protect the Games' sponsors, but actually doing the absolute reverse by creating negative stories - is a thing again in Sochi.

In London in was LOCOG's mishandling of local butchers and bakers, and Seb Coe's infamous 'Pepsi t-shirts' Today programme interview. In Sochi it's officials covering up journalists' laptop logos.

Plaschke

 

Coverup

Sochi USA

What happens in the USA - the biggest and most valuable Olympic TV market - around every Games is always worth watching.

This time around of course, Sochi followed hot on the heels of the Super Bowl, and Bloomberg took this fascinating look at the two events as TV properties and the numbers behind NBC's deal with the IOC, estimating that NBC will make a profit of around $100m from Sochi on revenue of $1billion, from the sale of 11,000 - yes, you read that right, eleven thousand - ads.

No surprise then that NBC put a lot of effort into marketing the Games upfront to the US consumer as well as to Madison Avenue (note the prominence of Lindsey Vonn by the way).

The sales pitch to IOC and USOC partners worked. As SportsBusiness Journal reports, fifteen Olympic sponsors are running ads on NBC during the Games, almost all of them featuring new, specially-developed creative.

But the jury is out on NBC's ratings, even though the overall numbers are pretty impressive.

NBC

Breaking New Ground

A few sponsors' campaigns - or elements of them - that have caught my eye in the last few weeks.

Albeit I may be biased (Synergy works for BMW in the UK) but for me the BMW campaign has really stood out from the other USOC sponsors for its depth, ambition and integration, as well as for telling and leveraging the bobsled story very skilfully. 

P&G has evolved its successful 'Thank You Mom' campaign, which debuted at Vancouver 2010, into Sochi, and in the week before the Games I enjoyed how P&G fused branded programming on NBC (a show called 'How To Raise An Olympian') with social content - check out my Storify. But - albeit it's still generating very high engagement - how long can P&G keep 'Thank You Mom' going? One more Games? Two?

I've also really enjoyed a lot of Visa's work. 'Everywhere' feels very natural in an Olympic context, some of the creative has been absolutely sensational, and the use of Vine has been original and fun. Here's another Storify of some of the work.

I wrote a few weeks back how much I liked MegaFon's MegaFaces, the success of which is evident from how many consumer pictures of the activation are now out there.

But my favourite on-site activation at Sochi is definitely Molson's passport-activated beer fridge.

Brilliant.