Year In Review

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MONTHLY REVIEWMONTHLY REVIEW

APRIL 2013APRIL 2013

03 > MLB’s Opening Weekend Pitches

05 > Hit & Miss Movie Partnerships

06 > South By SouthWest Amplifi ed Live

07 > March Madness’ In-Offi ce Marketing

08 > Lotus F1 ‘s Content Not Commercials

09 > IPL6 Social Drives Consumer Change

10 > About Us

MLB Opening Week Pitches > As the baseball season gets underway, the league’s sponsors roll out fl agship campaigns to leverage their rights to America’s national pastime. This season’s Opening Week work saw a rich variety of approaches: from the MLB’s youth-focused ‘I Play’, to Head & Shoulder’s CSR-led work and Bud’s more traditional tactics.

Hit/Miss Movie Partnerships > Film alliances are evolving. Once based on a few seconds of on-screen product placement, today they are more rounded: integrated alliances between brands, products and studios. But while some have clear synergies (like Audi & Iron Man), others leave you scratching your head as to just how they fi t (eg Esurance & Star Trek).

SXSW Live Amplifi cation > South By Southwest is a global gathering that truly showcases innovative applications of emerging trends in entertainment, technology and communications. 2013 off ered another set of insights and inspiration from live amplifi cation and crowd-controlled gigs to crowd-created rockumentaries.

March Madness’ Offi ce Marketing > NCAA March Madness sees many consumers watch the tournament at work from their offi ces, so activating via online and social platforms is important to connect with offi ce-based consumers. In fact an MSN 2012 study found 86% saying they watch the tournament/check brackets online during their workday.

Lotus F1: Content Not Commercials > F1 has had its fair share of auto visionaries, but it’s sponsorship activation tended to be fairly standard ‘reach and awareness’ stuff that often lacked imagination. But perhaps the fresh approach shown by Lotus (and Burn), plus F1’s other new sponsor partnerships (like Blackberry & Mercedes) will now change this.

IPL6 Sees Social Drive Consumer Change > MEC (powered by Group M’s Social Hub) released a mid season report analysing social media buzz (Facebook, Twitter, Blogs & Forums) around the brands sponsoring the IPL. It found that Pepsi, Vodafone and Star/Max are topping the social buzz charts, so we explore their IPL Season Six activation.

About Us > Activative is a sponsorship intelligence and insights company committed to championing new partnership models, spreading leadership ideas, exploring original thinking and showcasing innovative, risk-taking activation. For details of publishing, monitoring and consultancy services visit us online atW. www.activative.co.uk T. @activative

CONTENTS

Major League Baseball > The 2013 Season’s Opening Week PitchesAs the baseball season gets underway, the league’s sponsors roll out fl agship activations to leverage their rights to America’s national pastime. This season’s Opening Week work saw a rich variety of approaches -

from the MLB’s youth-focused ‘I Play’, to Head & Shoulder’s CSR-led work and Bud’s traditional tactics.

MLB ‘#IPlay’

On Opening Day, MLB launched a new campaign showcasing the motivation behind baseball’s

new generation of stars called ‘I Play’. Developed by agency Hill Holliday, the initiative aims to showcase outstanding young talent and

explore why they are driven to succeed, whilst simultaneously exploring why fans around the

nation love playing the game. The work features emerging MLB stars Robinson Cano, Carlos

Gonzalez, Bryce Harper, Adam Jones, Andrew McCutchen, Buster Posey, David Price, Mike

Trout, Justin Verlander and David Wright. The campaign is led by both generic and individual TV spots revolving around player passion and

what lies behind their drive for success. A central, collective national commercial is supported by

personalised spots used in local markets.

Click here for further details >

Head & Shoulders ‘Whiff ’

P&G’s Head & Shoulders shampoo brand has linked up with LA Angels pitcher and campaign

‘mane man’ CJ Wilson to launch its 2013 CSR-led campaign called the ‘Season Of The Whiff ’. Head & Shoulders is putting its money its own, and Wilson’s, mouth is – literally. Starting from

Opening Day, for every ‘whiff ’ (slang for a ‘strike out’) pitched during the MLB 2013 regular season,

the shampoo brand will make a $1 donation to the MLB Reviving Baseball in Inner Cities

(RBI) programme. In any one season there are typically around 35,000-plus strike outs. To promote the programme, Head & Shoulders

launching an ad campaign, featuring Wilson and his Angels teammate Josh Hamilton, on Opening

Day running across TV, digital, social, brand-integration and outdoor.

Click here for further details >

Budweiser ‘Opening Week’

Opening Week presenting partner Anheuser-Busch is leveraging both its league rights and

its 23 club deals with 142 million team-branded cans and bottles of Budweiser. These 12-ounce

cans and bottles of Bud, carrying MLB and team-specifi c logos, are part of a limited edition

packaging initiative that sees the brewer produce more than six million baseball-branded cases of Bud for 23 of the MLB’s 30 teams. The team cans strand of Bud’s opening week activation

is just part of an integrated national campaign: this ranges from Anheuser-Busch tagged TV

ads and in-stadium announcements, through a branded presence on the MLB’s offi cial digital and

social platforms for Budweiser’s ‘Bring On The Celebration’ initiative, to new opening week point-

of-sale materials and ‘build-a-bar’ festivities.

Click here for further details >

Sony Playstation ‘MLB 13: The Show’

Market leading baseball game, Sony Playstation’s MLB 13: The Show, ran an Opening Day campaign for its latest new season edition that modernised

a classic baseball collecting tradition by introducing Vine-powered baseball cards. This Twitter/Vine campaign, positioned as a tribute

to some of the game’s most famous ‘infl uencers’ and successful ‘players’, saw The Show roll out

custom baseball cards using Vine for fans of the teams and the video game. Unlike the old-school, static-image collectors’ cards, these come to life in the form of six-second video clips and these mini

movies feature the individual in The Show and are created from the infl uencer’s Twitter avatar.

The campaign came as a welcome surprise to several seemingly unlikely individuals

within baseball’s Twitter community when they were tweeted their own personal custom-created baseball card featuring a game version

of themselves sporting their favourite team. Those baseball infl uencers to have their own custom cards weren’t necessarily well known

personalities, but rather a range of infl uencers and advocates on the MLB The Show. They ranged

from FoxSports.com baseball writer Jon Morosi, to the Twitter user @the700level who is the lead

blogger for a Philadelphia-based baseball blog. The game itself sees gamers create and develop

their own player: starting off in the Minor Leagues and eventually progressing according to their

performance and skill to the Major Leagues (which in baseball is referred to as ‘The Show’).

And it is these gamers who’s player avatars have made it to the big leagues who MLB 13 created

virtual baseball cards for. Each card features that player’s name, their game-created character, and

their favourite team. The cards were then sent out to the gamers via Twitter with a personalised

tweets along the lines of: ‘Congrats on your fi rst win today with the #Dodgers, @GarnettLee. We’re

sure to see more highlights like these: https://vine.co/v/bIHM2WVEUJZ’. The creation of these intricate cards saw artists design the infl uencers

and players based on the likenesses of their

Twitter profi le picture. The Vine-led campaign also saw MLB The Show run a live Opening Day

prize giveaway that included genuine collectors’ items such as a signed baseball by Matt Kemp and a signed jersey from Andrew McCutchen. This was

available to those following The Show on Twitter @MLBTheShow throughout Opening Day.

This innovative campaign sees The Show

engage directly with the committed baseball community to drive excitement for Opening Day. Some sponsors are yet to be convinced of Vine’s

activation benefi ts, while others have yet to fi gure out a successful creative formula for the tool, its impressive video shareability (in tandem with

the fact it can synch with in-game audio), yet this initiative certainly combines Vine and Twitter in a personalised and shareable way that works in real-

time. The idea being that these heavy users and infl uential gamers will spread their personalised cards around the web: thus building excitement

around the game and the new 2013 season. Bringing a classic, simple baseball tradition

to life in an active, dynamic and personalised way certainly seems a perfect way to celebrate Opening Day, connect with committed gamers

and promote the latest game version.

Click here for further details >

Movie Marketing: Ill-Fitting Flops To Blockbuster

Synergy Sucesses

Movie partnerships are evolving rapidly.

Once they were predomninatly built

around a few seconds of on-screen product placement, but these

days they tend to be more rounded

and more integrated alliances between

brands, products and studios. But while some

have clear synergies, others can leave you

scratching your heads to work out how they fi t.

Samsung’s ‘Unicorn Apocalypse’ Series

Insurer Esurance is off ering trekkies and fi lm fans exclusive assets (from behind-the-scenes footage to prizes) as part of its Facebook-led ‘Star Trek

Into Darkness partnership with Paramount Pictures. For those who ‘Like’ the fi nancial brand’s Facebook page, a well of Star Trek goodies and titbits is on

off er ranging from behind-the-scenes footage to a sweepstakes competition, wallpaper and screensavers downloads and an interactive ‘Vulcanize’ gaming

program that allows users to transform themselves into a Vulcan (and share the personalised image). ‘The Vulcanizer’ online mechanic enables fans to

upload photos of themselves , transform the image into a Vulcan and then share that image digitally (via email, mobile and social channels). The only online

footage from the new JJ Abrams 3D movie, starring Chris Pine, Zachary Quinto, Benedict Cumberbatch, Simon Pegg and Karl Urban and debuting on 17 May, is

exclusively available through the insurer’s social media site.

Click here for further details >

Audi & Iron Man 3 ‘Crowd-Sourced Digital Comic’

Audi is rolling out a wide range of promotions to leverage its sponsorship of Marvel’s new movie Iron Man 3. A fl eet of Audi models features in the fi lm: most notably billionaire inventor Tony Stark (Iron Man) played by Robert

Downey Jr drives the all electric Audi R8 e-tron prototype, while is assistant Pepper Potts (Gwyneth Paltrow) drives an Audi S7. But these days, in-fi lm

product placement alone is simply not enough when it comes to maximising a major Hollywood movie partnership. So the alliance, which was brokered by

Disneymedia+, is truly multi-faceted. Audi is the offi cial première partner and is driving the R8 e-tron down red carpets around the world, while the car brand is simultaneously rolling out an Iron Man TV campaign to promote its partnership with the Disney/Marvel movie (complete with the tagline ‘Audi: Engineered for

Iron Man’). Its CRM activity sees it off er Audi customers the chance to attend previews. In the UK Audi is blending its fi lm tie-in with its football partnership with Chelsea FC and is hosting several Iron man events at the club’s Stamford

Bridge, while Iron Man 3 branding is also wrapping around Audi driving events (with pit crews at Brands Hatch dressed as Iron Man himself). But perhaps the most interesting co-promotion between Marvel and Audi is a creative

crowdsourcing cartoon initiative called ‘Steer The Story’. An online comic book thread that enables consumers to tweak the narrative, drive the plot and draw

the story. In short, to be co-creators of a Marvel Iron Man digital comic book.

Click here for further details >

SXSW Showcases Live Amplifi cation & Consumer Control TrendsSouth By Southwest is one of the global gatherings that truly showcases innovative applications to

emerging trends in entertainment, technology and communications and 2013 off ered the usual set of insights and inspiration from crowd-controlled gigs to crowd-created rockumentaries.

Spotify Enhances SXSW Experience

Spotify was pushing the musical experience boundaries in Austin at this year’s South

By Southwest by partnering with Billboard, McDonald’s, Foursquare and Obscura Digital both at its Spotify House branded space and its fl agship Spotify Live Concert. Between 11

and 15 March, artists appeared daily at Spotify House: an intimate, relaxed setting at 1100 East

Cesar Chavez Street designed to take music fans away from the relentless SXSW hustle. The

main Spotify Live Show itself, a free ticketed concert that fans simply RSVP’d to online at www.sxspotify.com, took place on 13 March.

Spotify linked with fast food giant McDonald’s to deliver a live stream of the event to fans of

the artists at home through the exclusive media partner, Billboard. Spotify Live also featured an innovative bespoke multimedia installation by

vision and technology outfi t Obscura Digital.

Click here for further details >

Doritos 62-ft SXSW ‘#BoldStage’

Doritos’ giant #BoldStage, a 62-foot Twitter-powered vending machine stage, is the

centrepiece of its sponsorship activation at 2013 South By Southwest (SXSW). Equipped with a four-story-tall LCD screen, the #BoldStage is the focus of the brand’s digital, interactive

concert experiences. Looking like a massive vending machine, the stage reacts to consumer tweets using the campaign hashtag #BoldStage

providing a live concert-control mechanism. An interesting element of this entertainment-led

initiative sees three up-and-coming musicians competing to open for the evening’s headliners –

which include Cool J, Public Enemy, Ice Cube and Doug E. Fresh. The winner is determined through

a fan engagement scheme via Twitter. Fans can also determine via Twitter, but they can also

choose playlists and control special eff ects such as smoke, balloons, pyrotechnics and lasers.

Click here for further details >

Taco Bell ‘#FeedTheBeat’

Taco Bell, an offi cial SXSW sponsor, is turning its own fans and South By Southwest festival goers into music video directors for its ‘Feed The Beat’ SXSW 2013 project. Continuing its

marketing strategy based around leveraging user-generated content in its marketing campaigns,

the Mexican-based fast food chain has partnered with Passion Pit and Wildcat! Wildcat! to create a crowd-sourced documentary fi lm. The two

bands, both of which Taco Bell has sponsored the recent years via its Feed the Beat initiative which

promotes emerging musicians, are performing concerts at the Hype Hotel at this year’s SXSW

and these will be the principle subject of the movie (which is expected to open later this

summer). Fans are being asked to share their own photos and videos of themselves at both concerts using the #FeedtheBeat” hashtag on both Twitter

and Vine.

Click here for further details >

NCAA March Madness Marketing Tackles At-Work AudiencesMarch Madness sees huge numbers of consumers watch the tournament at work from their offi ces, so

activating via online and social platforms is important to connect with offi ce-based consumers. In fact an MSN 2012 study found 86% saying they watch the tournament/check brackets online during their workday.

Capital One: Baldwin & Barkley

NCAA Corporate Champion Capital One turned to comedy to connect with March Madness fans with a parallel traditional and digital campaign

fronted by current brand ambassador Alec Baldwin alongside basketball legend Charles

Barkley. The fi nancial sponsor feels former star baller Barclay fi tted in well to its initiative not just because he is known for speaking his

mind, but also because he is fun, engaging and approachable (and because he is a member

of the Turner and CBS tournament broadcast team). As March Madness sees huge numbers of consumers watch the tournament at work from

their offi ces, Capital One is connecting its TV and traditional work with digital, social and online spots. Capital One research found that during

last March’s tournament more than two of every fi ve Internet users visited a sports website for

basketball content (according to Nielsen).

Click here for further details >

Coke Zero ‘It’s Not Your Fault’

Coke Zero is using Coca-Cola’s rights as an NCAA offi cial Corporate Champion to tie-in

March Madness with its new ‘It’s Not Your Fault’ campaign. Part of the brand’s umbrella ‘Enjoy Everything’ initiative, this new light-hearted,

fun creative celebrates ‘guys-being-guys’ as the soft drink brand aims to connect male bonding

to college basketball’s end-of-season national championship. Coke Zero is the offi cial fan

refreshment of the NCAA Final Four and its new work is rolling out nationwide as March Madness unfolds. It is spearheaded by 30-second TV spot

called ‘Bracket’. The narrative’s message is simple – it’s not your fault you can’t do anything but

watch basketball during NCAA March Madness – and the work has been created in partnership with creative agency Droga5 New York, media agency Starcom MediaVest Group, Turner and

the NCAA.

Click here for further details >

AT&T’s Live Twitter Highlight Clips

AT&T’s 2013 NCAA activation blends last year’s kids-say-the-funniest-things approach with the

company’s umbrella ‘It’s Not Complicated’ big idea with work that focuses on digital as much as

traditional media platforms in order to connect with the big ‘in-offi ce’ online March Madness

audience. Alongside ‘Rethink possible’ and ‘The nation’s largest 4G network’ taglines, this

year’s March Madness campaign uses Tv spots built aorund children’s ‘innocent-yet-relevant’

comments to form parallel messages about both college basketball and AT&T’s straightforward

brand benefi ts. In addition to mobiler and bracket’s-led digital strands, the most interesting

campaign element is it’s Twitter ‘instant relay’ video work, which sees it partner with Coke Zero)

to sponsor selected tournament Twitter video highlights to bring quick response tournament

action to the mobile masses.

Click here for further details >

Innovative Lotus F1 Campaigns Focus On Content Not CommercialsFor years, while F1 has had its fair share of auto visionaries, it’s sponsorship activation has tended to be fairly

standardised, reach and awareness work generally lacking in imagination and innovation. Perhaps Burn and other major new major 2013 F1 sponsors like Blackberry, will begin to change this approach.

Lotus F1 (& Burn) ‘#ShowTime’

While the current TVC for the Peugeot 208 GTi revolves around a slide guitar creating the noise of a revving car - thus bearing striking similarities to the Lotus F1 team’s 2012 season launch video, Lotus 2013 Season Trailer

(which its major new Coca-Cola-owned Burn sponsor on-board) takes a fairly diff erent approach again with a short fi lm from Ridley Scott Associates

called #ShowTime. Starring drivers Kimi Räikkönen and Romain Grosjean and counting down to the new F1 season, its focus is on Lotus’ positioning as the team that does everything just a little bit diff erently. Burn itself kicked off

its own multi-year Lotus F1 partnership with a Twitter initiative to encourage fans to ask drivers Kimi Raikkonen and Romain Grosjean questions about

the season ahead. It is also using its Facebook, Tumblr and Flickr platforms to promote the Ridley Scott teaser trailer ‘#Showtime’ (which has racked up

116,000-plus YouTube views to date). The brand symbol of active fi re, which simulates the senses and provides a symbol of the brand’s mission to provide

drinkers with the energy to channel raw creativity into purposeful self-expression, features prominently on the car and the driver suits this season. According to Burn, this Twitter push is the fi rst phase of a wider strategy the

energy drink brand says will dovetail with its existing art and music initiatives as it aims to change the conventions of so much previous F1 activation.

Click here for further details >

Lotus F1 & Columbia ‘Spotify Sounds of Lotus F1’

When the new Formula One season roared into action in Melbourne, it did so with a victory for Kimi Räkkönen’s Lotus, which must have been music to the ears of Columbia Records which has signed a season-long sync deal with the team. This innovative partnership will see Columbia provide free regular streaming playlists on the team’s new www.lotusf1 website, as well

as bespoke Columbia CDs and vinyl products, music guests and live Lotus F1 performances throughout the season. Columbia’s iconic ‘Walking Eye’ logo

features on the team’s E21 bodywork, while a library of Columbia CDs is placed in the team’s hospitality spaces through race weekends. The fi rst playlist from this collaboration – ‘The Sound Of Lotus F1 2013 – March Edition’ can be found

on Spotify here. It includes ‘I’m Shaking’ by Jack White, ‘Lonely Boy’ by The Black Keys, ‘Wreckin’ Bar’ by The Vaccines, ‘Waves’ by Electric Guest and ‘Beach’

by San Cisco. Indeed, Australian band San Cisco also posted congratulations message and video to Lotus on winning the race on its own Facebook page.

Agency Platinum Rye worked with Sony Music’s Synchronisation department on developing the details of the partnership.

Click here for further details >

IPL 6 Sees Social Drive Consumer Behavoural ChangeMEC (powered by Group M’s Social Hub) released a mid Indian Premier League season report analysing

social media buzz (Facebook, Twitter, Blogs & Forums) around the brands sponsoring the IPL. It found that Pepsi, Vodafone and Star are topping the social buzz charts, so we explore their season six activation.

Pepsi’s Multi-Platform Activation

As Season 6 went into full swing it was hard to escape new ‘title sponsor’ Pepsi’s integrated, multi-

platform IPL activation. The campaign has such breadth and depth that it is a challenge just to

keep up with all of its many strands and elements. Pepsi’s fi rst activation of its new rights as IPL 2013 title sponsor began well before the season started

when it ran an online cricket-themed question competition off ering a VIP trip to February’s IPL Auction. Then in March, before the fi rst ball was delivered, Pepsi’s main launch campaign – ‘Koi

Nahi Bachega’ – rolled out leveraging the Indian the Indian festival of colours ‘Holi’. Developed by ad agency Ogilvy and Mather Mumbai, the campaign uses team kits to blend the festival of colour with the festival of cricket. It aims to

both drive and refl ect the fun and thrill, manic excitement and anticipation for the IPL that is felt

across the country.

Click here for further details >

Max Celebrates IPL Through Dance

MAX, the exclusive broadcaster of the Indian Premier League, has based its Pepsi IPL 2013 ‘Sirf

Dekhneka Nahi’ marketing campaign around celebratory dance. The work is based on the insight that in India ‘cricket is not just a game

but a passion that moves every Indian to get up to celebrate and dance’. Fun in tone, the work is

fronted by superstar Indian choreographer Farah Khan and revolves around Farah asking the

viewers to let go of their inhibitions and groove to the Pepsi IPL 2013 in support of their favourite

teams as she teaches the nation to shake a leg to three new distinctive dance steps. Each of

the three new and unique signature campaign dance moves has its own TV execution. The work

features three short fi lms, 3 dance instruction videos and one big grand fi lm, all featuring Farah Khan and her dance steps highlighting how IPL

binds cricket with celebration.

Click here for further details >

Vodafone’s Mobile Internet Zoozoos

Offi cial partner and on-air co-presenting sponsor Vodafone brought back its Zoozoos characters (tiny white animated creatures with ballooned

bodies and egg heads that are becoming an iconic part of the IPL landscape). Season 6 sees Vodafone add a fresh twist to the Zoozoos with a via a new avatar that aims to make the brand more engaging and consumer-friendly. In the

past the Zoozoos have been used to pussh the mobile giant’s various valued-added services,

promotions and to generally extend the brand’s consumer reach. This season sees the brand

add a fresh twist to the concept as they are being used to create relevance for using mobile internet

and improving the quality of awareness of the internet: as 2013 sees Vodafone launch a major mobile internet campaign with the objective of

driveingtrial of the internet using either ‘Rs 25 2G Starter Pack’ and ‘Rs 49 3G Pack’.

Click here for further details >

About Us

The activation of sponsorship rights is now more creatively and strategically complex than ever – but the potential rewards are far greater too. The challenge for sponsorship marketers is to keep up with the most relevant ways of maximising value and to keep ahead of the competition.

Activative provides intelligence and insights services that help our clients – rights owners, brands, agencies and profession-al services - stay at the forefront of this evolving landscape. We focus on emerging strategies and tactics, original and innova-tive ideas, future facing media and new technologies across the sponsorship community - from sports, music, arts and culture, to education, ecology, cause and corporate social responsibility.

Our role is to advise, analyse, explore, fi lter and stimulate marketers across the entire space – from traditional sponsor-ships, to brand tie-ins, strategic collaborations and commercial partnerships. Activative provides clients and subscribers with trends insights, activation stimulus, creative idea generation, competitor/sector analysis and strategic planning. Through our interactive trends, reports and showcases, publishing, online monitoring source and our research and consultancy we guide sponsorship professionals through this changing space.

The old sponsorship model, based on one directional brand-biased claims, vanilla hospitality, badging brands with logos, eye-ball metrics, cost per thousand, reach and frequency, is being replaced by one based on authenticity, customisation, dialogue, interactivity and permissive engagement. Sponsorship is fl our-ishing in this new communications environment as brands seek symbiotic passionate platforms around which to build consumer conversations.

So Activative looks beyond the sponsorship stalwarts of logo rights, arena billboards, shirt sponsorship, celebrity spokes-people, on-pack ticket promotions and traditional above-the-line advertising, and focuses on original ideas and fresh initiatives that leverage new technologies and trends, including: ambush and guerrilla work, branded content and entertainment, blogs and social media, consumer creation and generation, experiential and interactive, gaming and video, utilities, word of mouth and relationship marketing.

We seek out the unconventional, champion daring ideas and analyse breakthrough thinking. The team is committed to inno-vative thinking. We are not a mouthpiece for the profession, the rights holders or the sponsors themselves. The real value in our work lies in linking trends and making connections, exploring new ideas and identifying original approaches. We off er independent research and objective analysis and use this to make directional insights and actionable recommendations. <

For further information about Activative

please contact Jeremy Edwards at:

> jeremy.edwards@activative.co.uk,

> T +44 (0)20 8144 5345

> M +44 (0)78 1841 6572

> W www.activative.co.uk

> T @activative

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