Category : Uncategorized

  • Burger King and Getafe – Guaranteed Buzz

    Burger King is now Getafe, the top flight Spanish football team, sponsor. And, just like in its communication, the company shows that creativity is a Burger King hallmark.

    The company, apart from displaying its logo on the front of the jersey, as it is traditionally done (above), put the image of the King in the inner part of the jersey. Thus, if an athlete celebrates after scoring putting his jersey over his head, like the Brazilian Rivaldo used to do (below), the image of the King will appear (below).

    FIFA curbs this kind of celebration, telling referees to give a yellow card to players who do so. Still, I’m positive this will become a fever among fans, or, as told earlier, a guaranteed buzz! I want mine, and it even comes with instructions (below).

    Thanks to Fábio Kadow.

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  • Bridgestone and Formula 1/Felipe Massa – No Need to be (so) Creative

    Bridgestone is the official Formula 1 tires supplier and sponsors Felipe Massa, the Brazilian driver current world championship runner-up.

    Taking advantage of these relationships the company has launched a promotion that will surely increase sales: every consumer who buy a pair of Bridgestone tires in one of the official retailers will enter a draw to win tickets for the Formula 1 Brazilian GP.

    The campaign includes TV ads (below – sorry, it’s in Portuguese) and a website (http://www.arquibancadabridgestone.com.br/) in which consumers must activate their coupons and can get more information about the promotion.

    Although I don’t like the TV ad and think the campaign could have offered priceless prizes (paddock access or an event with the driver, for example, even in a smaller amount), the promotion will certainly reach good results.

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  • Olympikus and Flamengo – Arriving in Style

    Nike is really a lot more present and exploring better its properties in Brazil. One of the reasons for that is probably the lost of one of the biggest sports properties in Brazil, Flamengo, the Brazilian soccer team with the biggest amount of fans.

    Olimpikus, the new club partner, did not take long to start promoting its relationship, what was more than necessary, since the brand is out of soccer for over 20 years and needed to start marking its (new) territory.

    Apart from the new uniform launching party (picture above), the company released a new ad promoting the relationship (below). However, in my opinion, the highlight of the campaign is the company’s website (http://www.olympikus.com.br/), in which there are videos with fans, generating an almost instant relationship with the brand, since it makes that particular fan a brand ambassador because it “perpetuates” his passion for the club to the others (not mentioning the very low cost, since, if there was a payment, it was certainly irrelevant) – I´m sorry these videos are not in English.

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  • Nike Federer and Bryant – Taking Advantage of the Opportunity

    A few posts earlier, I talked about Nike being more active in Brazil and how positive it is to the Brazilian sports market.

    Today I will talk about two examples of how the company works so well around the world, taking advantage of the various opportunities its many sponsorship deals provide.

    The first is the excelent, fun Kobe Bryant and Lebron James Most Valuable Puppets campaign (above the last video, right after the Lakers title) and that led to its own line of products (below). Again showing how sponsorship can (and should) be used to increase revenue.

    The other is the tribute to Roger Federer, after the tennis player won his 15th Grand Slam title, becoming the biggest Grand Slam winner. With this quick video, Nike stated that it is not only Federer’s biggest partner, but also of many other top sporting stars (from the past and the present).

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  • Nike in the Brazilian Football – Ownership Attitude

    Nike has got two of the most important properties in Brazilian football: the National Team and Corinthians, the team with the second biggest amount of fans in the country and the biggest amount of fans in the largest Brazilian market (São Paulo).

    The most curious fact is that the company is partner of both for quite a long time, but has recently become a lot more active in its activations (or at least it seems like).

    Corinthians was the unbeaten regional champion and Nike, among other actions, launched the opportunity ad below, joking with Santos, the finals rival, and its mascot, a fish.

    Months later, the Brazilian National Team won the Confederations Cup and Nike did it again, this time joking with the National Team nickname (canarinho*) and the dogs way of marking territory (below).

    Now, with the Corinthians victory in the Brazilian Cup Nike releases a motivational video, similar to Barcelona’s in the Champions League final, that was supposedly shown to the players prior to the game (below).

    I am very happy to see Nike, a benchmark company in sports activation, being more active in the Brazilian market.

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  • Adidas All Blacks – Titanium & Integrated Cannes 2009 Bronze

    In this post I´ll only say that the Adidas – All Blacks relationship won another prize, this time with “This is not a Jersey” And, just like the post about Nike and the Hong Kong basketball league, I´ll let the image above and video below do the rest.

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  • Viagogo Wimbledon – Boosting Sales and Relationship

    Viagogo, Europe’s leading secondary ticketing company, launched a promotion / challenge that will surely boost its Wimbledon sales and strengthen its relationship with the British people.

    All those who bought Wimbledon Men’s Final tickets on Viagogo will receive a 100% refund if Andy Murray becomes the first British to win the tournament in more than 70 years. According to estimates, the company expects to pay out around a million pounds in case that happens. This year the company has seen an increase on sales of more than 300%, which is credited in great part to Murray’s good chances.

    Apart from the increase in sales and relationship strengthening with the British public, the proposal has had great repercussion. Considering that Viagogo will only have to pay if Andy Murray wins, the idea is just brilliant!

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  • Nike Hong Kong Basketball – Cannes Design GP Winner

    In this post I’ll only say that this Nike activation for the Hong Kong basketball league won the Cannes Design GP this year. The rest is up to the images above and video below. It’s not necessary to say more; that’s for sure.

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  • Adidas Chelsea – Sports and Social Responsibility Together

    Adidas, Chelsea sponsor and provider, went beyond the sport partnership with the club also supporting the club’s social responsible activities.

    Chelsea has a programme (Blue Pitches) which provides free-to-use pitches to incentive young people in west London to participate in grass roots sport. The link with the club is made clear by the colour of the pitches, blue (picture).

    To promote this activity, of course, Chelsea used the team players who also took part in some training with the youngsters (video below).

    The returns with such activations are diverse (from the social itself to brand image) and Adidas, the main Chelsea partner, is right and smart to be in it.

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