Event Marketer

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.

Every university has a different process for approving and scheduling brands’ on-campus events. Some it seems are microfocused on every last detail while others appear to let just about anything go.

Some events like sales-based programs or sampling-focused initiatives are easier to measure than others. But it can be particularly difficult to determine the ROI of an internal event or initiative where the objective is often delivering a message or product knowledge. But just because it’s tricky doesn’t mean it’s impossible. In fact some of the easiest ways to measure internal events pull from standard metrics used to determine the value of other b-to-b or consumer programs. Four tips that will show you how it’s done.