University freshers are eager consumers without established brand loyalties, so gaining their love at a formative time can lead to lifelong relationships.
Has a socially distanced world rendered experiential marketing redundant, or has the lockdown only emphasised the importance of real life events as milestones in consumers’ lives?
The discount supermarket is taking over from Amazon for the 11th series of Channel 4’s “biggest show”.
Virgin Money is hoping a focus on music sponsorship and ‘taking the fear out of finance’ can help it take on the old guard of high street banking.
The beer brand is shifting the focus of its sponsorship of the Premier League to the fans at home as football returns to TV screens.
The cancellation of major sports competitions due to Covid-19 has forced brands to rethink their strategies. While some struggled to adjust, others saw possibilities for a different approach to storytelling.
Computer gaming could soon be the world’s most popular spectator sport, but to ensure sustainable growth and brand-safe sponsorship opportunities, it needs to tackle grey areas around gambling.
Building on the success of the Creme Egg Hunting Season, Cadbury decided to up the ante in 2019 by joining forces with the likes of Unilever and LVMH in a bid to drive sales.
It started with an unsuspecting trolley tunnel in Bude and ended with a 276% increase in social share of voice and a marriage proposal that went global.
By embracing innovative technology and ideas, arts organisations are finding new ways to survive the lockdown and build engagement for the future.
The festival’s organiser says that, with the industry “in turmoil” due to the coronavirus pandemic, it has made the decision to cancel this year’s event altogether.
With traditional live sporting events on hold during the coronavirus crisis, action-starved fans are turning to esports for their competitive fix. Now sponsors and broadcasters are taking note.
Pushing back the Games to 2021 is a challenge for sponsors, but it also means they have another year to prepare for one of the world’s greatest sporting events.
Sponsors will need to devise a new strategy as the International Olympic Committee finally postpones Tokyo 2020 amid the worsening Covid-19 pandemic.
As experiences become the main currency between brands and consumers, marketers need to shift what they offer from materialism to meaningfulness.