Big event marketing: Activate the big event

This article examines successes and failures in big event activation, identifying best practices and explaining how brands can maximise the effectiveness of their budget.

Big event marketing: Activate the big event

Sarah GreenGreyShopper London

Associating with big events is prohibitively expensive for many brands but, as Dr Dre showed at the 2012 Olympics and 2014 World Cup, a smart activation idea can make a big bang for small bucks.

Big event marketing

This article is part of a collection of articles on big event marketing. Read more.

Big events, in the calendar, are now a cornerstone of global brand marketing. In 2015, it's no longer a case of if you should activate around them – be they sporting, cultural or seasonal...

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