SKODA Puzzle: Cracking innovation and integration
Brand owner: Skoda
Agency: Fallon, MediaCom, Golley Slater
Campaign duration: Up to 3 months
Media budget (USD): $1M-$3M
Channels used: Events and experiential, Games and competitions, Internet - general, Internet - microsites, widgets, Newspapers, Online video, Public relations, Social media, Sponsorship - media, Television, Word of mouth and viral
TV sponsorship isn't exactly the first media format that springs to mind when you're considering likely innovation paper topics. For most brands, it generally serves as little more than a few seconds of branded content sandwiched between the programming that viewers really want to watch. It's the cue to put on the kettle or make your way back to the sofa.