When Kenmore zeroed in on a Dirty Girl Mud Run series sponsorship two years ago it not only looked at the value of the program (strong) and the target it could reach (women). It looked at how the brand could leverage the sponsorship and event activation to generate content. Beyond “visibility” and lead gen, this became a key factor for Kenmore in forming a partnership with this property.
You can read about the activation at the mud run this year here, but it involves an interactive laundry center where runners and spectators watch as wet, muddy white towels are washed and come out bright and clean. The machines are put to the ultimate test—and Kenmore makes sure to capture the results and the reactions.
“In our event partnerships, we make sure we get the rights to film, whether it’s through video or photography, so we can distribute a ton of content,” says Brian Jochum, senior director-marketing at KCD Brands (Kenmore, Craftsman and DieHard). “We want to take that experience of seeing washing machines clean up a ridiculous mess, and amplify it to audiences that say, could be researching laundry or are interested in fitness.”
This November Kenmore enters its third year as official kitchen appliance partner of the World Food Championships, another event sponsorship that offers a strong content hook for the brand. An estimated 500 contestants will cook on Kenmore appliances for the competition, putting product directly in the hands of key foodie influencers, from professional chefs to home cooks. Many of these contestants chronicle their week at the championships through social media and blog posts, and sharing narratives on the event and the equipment they’re using—in this case, Kenmore appliances. It all amounts to a huge earned media opportunity.
“Today, when everything is measured by clicks and ROI, it’s harder to justify sponsorships in the classical sense,” Jochum says. “By leveraging the event for content, suddenly, the sponsorship becomes a lot more valuable and you’re basically covering some of what I like to call your ‘production expenses’ if you were creating ads using another bucket.”
At the World Food Championships, Kenmore will actively promote its content platform cookmore.com, a recipe site and online community, as well as sign consumers up for the community newsletter—further supporting the content strategy well after the event.
Photo courtesy: Kenmore/cookmore.com