I have been thinking a bit about sponsorship recently, I read an article the other day in the Standard which said that only something like 12% of football fans could name Carling as the League Cup sponsors, some similarly depressing figures were quoted for other brands involved in this kind of activity, this reminded me of a discussion I had on twitter over a year ago about how sponsorship was a broken model but no one was doing anything about it…
Depressing really as it is big business, millions of $ to secure the big deal and millions more in media and agency fees to support it all, the worst part being there is rarely a viable ROI model or clear KPI’s, it is all about “brand awareness” – a great catch all term in big brand marketing…
Then Joel showed me this:
Which is the best example of non-traditional sponsorship I have ever seen.
Sure this cost a hell of a lot of money, but sponsorship does, and this is sponsorship, Jay-Z is clearly being paid to endorse the bing products – sponsorship.
But instead of a clever TVC and ATL execution featuring the famous rappers music and picture with some kind of “competition” online to meet him or get concert tickets (which is the typical fare for these kinds of deals) these guys really got to the nub of things: They engaged their target audience with something awesome and it’s awesome because it is the following:
- Exclusive (you can’t get that content anywhere else)
- Engaging (I would pay for that book so of course I am going to spend time finding it for free)
- Disruptive (if I saw a part of Jay-Z’s life story emblazoned on a pool table or bus stop I would read it and then follow up online, because it is so disruptive it lures in it’s target reader