Digital makes the brand connection

Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 9

Dundas C.Admap (UK), April 2010, Vol. 45 No, 4, Start page: 32, No. of pages: 2

Describes how digital advertising media can be combined with sponsorship to help users engage with the brand and enable companies to derive more value from the sponsorship. Explains that display advertising in digital media is now well established, and specialist agencies have emerged to provide the kind of support needed in this area. Argues that digital media represents an unprecedented opportunity to enhance and develop sponsorship activation, while using the internet allows brand owners to understand the effects of the sponsorship on consumer behaviour. Illustrates these points with particular reference to a brief case study describing E.ON’s sponsorship of the FA Cup through the use of augmented reality games that have allowed the company to build awareness with sports fans. Concludes that, despite the opinions of some media pundits,sponsorship has never been a medium happy to fulfil a simple brand-building role and, in the current unsettled financial times, businesses cannot afford to spend money on sponsorship rights fees without having clear objectives, strong activation plans, and rigorous accountability measures in place. Notes that the article is included in a special feature in this issue of Admap magazine devoted to the theme “Sponsorship: present and future”.Article type:ViewpointISSN: 0001-8295Reference: 39AL097

Keywords: Advertising, Brand management, Internet marketing,Marketing strategy, Organizations, Sponsorship, Strategic marketing, United Kingdom