Summary
For Visa, the financial services provider, effective sponsorship is all about "brand stories". And its own brand story, that of offering commerce without borders and becoming accessible to everyone, has been greatly enhanced by sponsoring the Olympic Games for 25 years. Its long-term association with US athletes like Michael Phelps, Kerri Walsh and Misty May are representative of a broader international approach, indicating its commitment to individual athletes and markets, as well as to the wider global ideal represented by the Olympics.

Summary
This article puts forward three essential principles that need to be considered when practising community marketing. Research has shown that community-oriented marketing can be a powerful tool for branding relevant products and building relationships with community members. Using the action sports communities of inline skating, BMX and snowboarding as examples, the piece explains how some brands, such as Salomon and Monster and Red Bull energy drinks, have built highly successful community links where others have failed using a traditional marketing approach.

Summary
This case study from Deutsche Telekom demonstrates the changing nature of communications with its 'Life is for sharing' campaign. It looks at how the campaign has evolved from one big memorable moment to a series of moments in a journey leading up to the latest embodiment, 'Move on'. Starring Hollywood actor Mads Mikkelsen, Move On is a road trip movie which begins in the Netherlands and journeys through Germany and Eastern Europe, with some direction and details of the storyline being decided by Deutsche Telekom customers. The campaign lasted several months from its online launch to its TV premiere. With film roll-out running into this year, the movies and associated media activity will run for almost a year. Initial results are showing total brand fit uplift was on average 10.5% across all markets with purchase intention increased up to 30%.

Summary
This paper describes a project undertaken by telecoms firm T-Mobile, based around two events aimed at engaging consumers using pop culture using pop divas Katy Perry and Mariah Carey. The reasoning behind launching the project is that marketing communication cannot be based solely on information about the product, brand or service; instead, to attract attention and establish a relationship with the consumer, it must give value, help build identity, or be recreational. The paper describes how the events created challenges for organizers as well as researchers, who were responsible for evaluating the participants as well as the suitability of the events to the T-Mobile brand. It also highlights the challenges of evaluating events, how methods and instruments of research were adjusted to measure emotions, and a comparison of real occurrences with the symbolic brand representation.

Summary
As the distinction between 'above the line' and 'below the line' becomes increasingly less distinct, Jane Asscher champions brand response activities that combine both, citing the power of 'doing' combined with 'thinking' and 'feeling', and applying William James' 'as if' principle to behavioural psychology. 'The 'As if' principle argues that 'doing' precedes 'feeling' and 'thinking' and behaving 'As if' induces the relevant feeling: an action instigated with conscious attention, can evoke an emotion that has no sense of voluntary control. This self-reinforcing feedback loop can make existing users more favourable to their usual brand.

Summary
This paper provides a general overview of sports sponsorship issues surrounding the 2012 Olympic Games held in London. It argues that, when brands buy the rights to the Olympic Games, they gain the opportunity to engage with the passions of at least half the world's population. But buying rights only gives sponsors the canvas for their campaign. Only through effective activation can they create a picture that truly engages their audience. The paper identifies six key learnings for brands that emerged from London 2012, the most important of which is the need for effective mobile integration.

Summary
A round-up of presentations from Measuring Advertising Performance (MAP) 2013 – a conference organised by Warc and featuring latest insights on planning, measuring and executing great ad campaigns. Many presentations showed shared themes, including the various ways marketers can analyse consumer emotions and distinguish between rational and subliminal thinking. There was also a trend towards defending more traditional ways of advertising, with TV revealed to remain an effective media channel, despite the hype around new media.

Summary
This brief presentation outlines a proprietary technology that predicts the 'shareability' of content, particularly video, and identifies sharing triggers and how they can be amplified. Maximising the sharing of content is achieved by assessing variables such as the intensity of viewers' psychological response to content and the social motivations of those viewers.

Summary
This presentation compares traditional copy-testing techniques with more innovative methods that measure unconscious triggers such as facial expression and head movement. A study is outlined that measured respondents level of emotional engagement and likeability in relation to a selection of advertisements for the London 2012 Olympic Games. Traditional testing, and real time emotion coding which rely on biometric analysis were used and results were compared. Conclusions are drawn regarding the benefits of adopting this new approach.

Summary
In this article, Marc Pritchard, Procter & Gamble's global marketing and brand building officer, talks about how the firm's marketing strategy is influenced by what it calls "The Power of the Everyday Effect". This overarching "big idea" is translated into innovative small thinking by understanding the precise, everyday – but no less crucial – role P&G's brands play in the lives of their customers. This notion has also been translated into real-time marketing efforts, especially those connected to "shared experiences" among consumers.