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News

SAN FRANCISCO: In recent years, publishers have rushed to create video content that they can monetise using pre-roll ads, but such an approach is short-sighted according to Bleacher Report, which sees its video future being driven by sponsorships ...

Case Study

Procter & Gamble created a Super Bowl TV and social media campaign in 2017 to mesh seamlessly with live game commentary and convince viewers to buy Tide detergent.

Article

Research by e3 has identified a gap between what football fans want from sports media and what they’re actually getting from traditional brands.

Case Study

Tide, a US laundry detergent, used the Super Bowl and the internet to celebrate the brand and blur the lines between reality and advertisement.

Case Study

Beats by Dre, a headphones brand, successfully established itself in the global headphones market by pairing with sports to promote its product as a tool for victory.

News

CHICAGO: AT&T, the telecommunications and media company, is aiming to become “endemic” to the fan experience as it delivers both content and connectivity in the sports space.

Article

This event report addresses how AT&T, the telecoms and media company, is putting sports at the heart of its brand proposition.

Article

This event report outlines how PNC, the financial services group, approaches sponsorship.

Article

This event report addresses how Alaska Airlines, the air carrier, uses sponsorship to enhance its brand goals.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Case Study

This case study explains how Pantene, the hair care brand, increased sales in the US by promoting father-daughter time in a series of online videos and ads.

Article

This article provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.

Case Study

This case study looks at how UnitedHealthcare, a health insurance brand, used humour to show it could help make the healthcare system less confusing and expensive in the US with its 'UnitedHealthcare Ways In' campaign.

Case Study

This case study looks at how Pepsi, the beverage brand, helped differentiate itself from other brands in the category with its #SayItWithPepsi campaign, launched in the US.

Case Study

This case study explains how Gatorade, a non-alcoholic beverage brand, turned the Super Bowl into a platform for brand engagement through the use of Snapchat.

Case Study

This case study details how EA's NFL Madden 16, a video game brand, created a five-minute Bollywood-themed action film with a weekly spin-off series to promote the game and increase sales in the US.

News

CHICAGO: Ford, the automaker, has successfully promoted its trucks through a partnership with the National Football League (NFL), which represents a good fit for the brand and can be activated in extremely diverse ways.

Article

This event report outlines how Ford, the automaker, promoted its "Super Duty" truck through an expansive partnership with the National Football League (NFL).

News

GLOBAL: In 2016, six billion hours of eSports were consumed - much of that in China - in a 19% year on year increase, but the slow pace of adspend suggests backers will have to play the long game, a new report shows.

Article

This article explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

Article

This article provides the best habits of ANA Multicultural Excellence Award nominees and winners to gain an insight on how to apply multicultural marketing successfully.

Article

This article demonstrates how Levi's, the fashion brand, leverages storytelling to remain at the forefront of culture.

News

LONDON: The National Football League (NFL) has hosted regular season games in London since 2007, but now the organisation wants to ramp up its presence in the British capital by creating a sustainable fanbase.

Article

This report looks at the trends and technologies that are set to become more important and relevant to marketers in 2017 including live video, VR and AR, web TV and chatbots.

Case Study

This case study describes how Intuit Inc., a financial software company, advertised its TurboTax software brand in the United States.