Vodafone recently unveiled a tremendous viral piece that features its star F1 drivers, Lewis Hamilton and Jenson Button, scrambling to put together the pieces of their car after their pit crew team decides to leave. The viral piece does a great job emphasizing the integral role that all team members play on the Vodafone race team. No star is bigger than the teammates and personnel that support him/her.
With all of the advertising and sponsorship clutter in the sports and entertainment space, when was the last time your brand directly explained to consumers how you are effectively leveraging your partnerships to benefit the fans and the sport?
The video below, detailing Vodafone's supporting partnership of the Vodafone Warriors rugby team, is a tremendous, "must watch" piece for anyone working in sports business.
The video effectively:
Explains the brand's partnership positioning in support of the Vodafone Warriors, a New Zealand rugby club (and details the duration of the partnership)
Recognizes the passion and affinity of the Vodafone Warriors' fan base
Demonstrates their commitment to enhancing the fan experience for Warriors' supprters
Describes the impact the partnership has made on the sport of rugby in relation to that of other team/league sponsors
Details how the brand has built a community that fosters interaction and fan support on an annual basis
Describes how the partnership ties back to their direct business initiatives
Promotes the interactive features, content, and games that Vodafone offers the Warriors' fanbase
Details activation tactics
Check it out here!
A special thanks to Kim Skildum-Reid of Power Sponsorship for her insights and contributions to this column.
Are you looking for effective ways to leverage premier sporting events? Are you looking to align with multiple brands to activate on-site?
Samsung Mobile and Vodafone teamed up to feature a tremendous activation campaign at the Big Game 2, a rugby match played between the Harlequins and Wasps at Twickenham Stadium in January. The two (2) brands aligned their activation efforts to support the launch of the Vodafone 360 Samsung H1 Handset, the first Samsung offering to deliver Vodafone's new social networking and entertainment Internet services.
Check out their on-site activation efforts in this terrific 5:30 video recap below!
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Tuesday, June 22, 2010 at 12:53AM