Archives: Case Study

St. Jude Medical’s presence at TCT 2008, a medical trade show that takes place in Washington, D.C. each fall, was quite an operation. The medical device and technology company launched a new cardiac product—the Angio-Seal Evolution—and drove physicians to product demos at its trade show booth with an integrated campaign that took place before, during […]

General Motors Canada used the Winter Olympics to show off its full fleet, promote the upcoming launch of the eco-friendly Volt and drive leads. The automotive sponsor (associated with the Games since 1976) used a combination of mass blitz and targeted touches to both blanket Vancouver and encourage test-drives. The company, which donated some 4,600 […]

In what may be the fastest turnaround of an Olympic sponsorship deal ever, Procter & Gamble signed, sealed and then delivered its first-ever P&G Family Home in about 60 days. Taking over the USOC family program from now-departed sponsor Bank of America, the consumer-product giant turned a conference center on West Hastings Street into a […]

BlackBerry hit the road on the U2 360 World Tour with multiple objectives in mind. One: reach a global audience and change the perception that its smartphone is only for the business user. Two: give RIM business units an opportunity to use the sponsorship as a corporate hospitality perk (key clients were treated to a […]

Medical technology company CareFusion and jazz made beautiful music together. As sponsor of the CareFusion Jazz Festival Series, the company in the summer 2009 struck a chord with the health care executives it needed to reach to publicize its new brand name as it spun off from parent company Cardinal Health. Research had shown their […]