I found this article the earlier which I found quite interesting, it basically verifies what we had all thought, that it is now no longer enough to just sponsor an event or put your logo onto something. People have become to used to that and therefore you have to offer something more to interest the very difficult market aware 18-30's audience.
The main focus of the article is on Orange's Sponsorship of the Glastonbury Festival and 02's Sponsorship of Wireless, if you have a spare few minutes I would say its worth reading, although there is not a lot that most people don't already know, it does highlight what two of the biggest competitors are doing to get around this problem.
2 comments:
i think it a good marketing ploy but sad that thousand of people fall for it and que up, surely they can live without there mobile and the internet for a few days...if not what have we become but slaves/puppets to the media and big companies.
Branding is all about awareness and the relationship that a company or product create with its consumers. In this case Orange is trying to raise brand awareness by offering something unique and useful that indirectly creates a bond between people and brand allowing consumers to potentially become future customers. Nowadays it isn't enough to just apply a logo to reinforce the brand presence. Due to high competition and saturation of the market, brands need to become more creative with their offers to generate demand for their products/services. By allowing people to freely try new technologies the brand indirecly created a sense of affiliation with the consumer and moreover by using the sponsored event as a platform to deliver new services the brand allows the consumer to unconsciously create that sense of belonging needed to reinforce its presence and create awareness.
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