Articles

Activation: Maxell Leverages Its First X Games

Maxell has made its first-year sponsorship of the X Games held last weekend in Los Angeles part of a multimedia campaign to reintroduce the brand’s iconic “blow away guy.”

One key goal was generating “brand awareness with a group of young people who were not even alive when the image was first conceived ” Cheryl Severini senior marketing manager at Maxell told Buzz. “The X Games is a perfect fit for the effort. The demographic is young and tech savvy.”

Strategy: UBS Enhances Orchestra Activation; Adds Minnesota To Lineup

Orchestras have been one of its core sponsorship platforms for the last three years but financial services giant UBS says it’s leveraging better these days. Now the company is attempting to build in more exclusive experiences for its guests inviting clients to panel discussions with musicians and offering CDs with tracks from several UBS-sponsored orchestras.

“The company has fine-tuned what works from a client perspective ” Melanie Wright the company’s head of U.S. sponsorships told Buzz.

Hispanic Marketing: Sprint And Dr Pepper Use Concerts To Make A Connection

Sprint Nextel is targeting Hispanic consumers with a title sponsorship of rock band Maná’s upcoming U.S. tour. As part of the on-site activation consumers will be able to text messages and pictures to a large Sprint Nextel-sponsored screen that’s visible to the entire audience. Sprint Nextel consumers who participate will get a message back from the company inviting them to check out exclusive content through Sprint Nextel.

Robert Mondavi Private Selection is bringing the California wine country experience to cities across the country with a tour designed to educate consumers both about wine in general and Mondavi products specifically.
 

 Verizon Wireless last week pulled the plug on its presenting sponsorship of Gwen Stefani’s current tour because of the recent controversy surrounding the tour’s opening act Akon
 
At a concert last month in Trinidad Akon danced provocatively with an underage girl onstage. Soon after the concert video of the event was widely circulated online. The concert was not a part of his current tour with Stefani.
 
The company also removed Akon’s ringtones and music from its stores and handsets.