SponsorUnited was on the ground at the 2022 MLS All-Star Skills Challenge. Below are the top 3 most commonly seen brands during the Minneapolis-based event.
Check out the graphic below to see how these brands activated during the event.
Congratulations to Novak Djockovic and Elena Rybakina for taking home the men’s and women’s singles title in the 100th anniversary of Wimbledon at Centre Court.
Take a look at some the unique ways brands activated at the 14 day tournament.
The Enjoy Illinois 300 Presented by Ticketsmarter took place Sunday and kept NASCAR fans on the edge of their seats. This was the first Cup Series NASCAR Race held at World Wide Technology Raceway at Gateway and it did not disappoint. It was an exciting event that finished with an overtime shootout won by Joey Logano, achieving his 60th career win in his 15 years of racing. Lagano has Pennzoil as a main sponsor along with a hit list of brands that includes Shell, AAA & Ford.
World Wide Tech became the raceway title sponsor in 2019 and during the event there was a large amount of brands present in-venue, most of which have a direct tie to the midwest. Brands had a huge presence through the speedway (not just on the cars) so which brands were present?
Present via signage & activations were Ameren Illinois, Bommarito Automotive Group, C.A. Jones, Illinois Office of Tourism, Scott Credit Union, SSM Health, and of course World Wide Technology. Outside of the race itself, many of the brand activations draw their own attention from fans attending the raceway from tabling to interactive activities present throughout the venue. Some big brands activating on race day include Enterprise Rent-A-Car, GEICO, Toyota Racing, Oakley, McDonald’s, and State Farm. Brands also have exposure through the drivers themselves, mostly through the branding on the cars themselves.
It’s no surprise that the best way to get brand exposure is to have your driver finish 1st. However, for this past Cup Series race, it pays to be partners with the top 5 finishers: Joey Logano x Pennzoil, Kyle Busch x Snickers, Kurt Busch x Monster Energy, Ryan Blaney x Dent Wizard, and Aric Almirola x Ford.
Brands Hit the Virtual Runway in Their Metaverse Fashion Week Debut
Metaverse platform, Decentraland, held the first ever virtual fashion week over the weekend. Brands leveraged the high end, one-of-a-kind 4-day event by creating unique experiences for users.
Estée Lauder partnered with Alex Box, a prominent female artist in the Metaverse space, to create an original, wearable non-fungible token (NFT) inspired by the brand’s #1 serum, Advanced Night Repair.
Apparel brand DKNY opened digital stores during Decentraland’s Metaverse Fashion Week as an immersive experience themed around its spring 2022 campaign. DKNY leveraged virtual signage in the Metaverse to advertise the experience.
Meta Yachts is the first ever virtual marina in the Metaverse, and is located in the Fashion District. During Fashion Week, Meta Yachts hosted VIP after-parties and private events.
Tommy Hilfiger leveraged the Metaverse by letting consumers view floating 3D renders of limited-edition products from the spring collection. The items can be purchased as NFTs, which can be redeemed for physical products delivered to the customers’ home.
SXSW kicked off last weekend in Austin, TX and SponsorUnited was on the ground to capture brands activating at the 9 day event. During the events a “huge focus was on the future of media and how rights are going to be divided,” said Daniel Ross from the SponsorUnited Partnerships Team, “brand marketers are paying extremely close attention to consumption patterns by younger generations and doing their best to anticipate where those eyeballs will be.”
Brands are competing for ways to capture GenZ interest as this generation’s attention economy is limited as they consume content across multiple media platforms at a single time. Brands are constantly trying to determine the best way to reach this audience.
Brand activations SponsorUnited saw breakthrough during the event were from two “Super Sponsors” White Claw and Volkswagen, while other brands like Slack, Audible, Purple, Supergoop, and Blue Jeans also showcased unique activations. Slacks’ on site activation had the longest line every day and was laid out more like a “hangout area” with different interactive games, featured tables and props to keep those in line entertained and engaged. White Claw appeared to have the most activations across multiple areas of the venue so they were always top of mind for the attendees.
Volkswagen’s activations were strategically placed on highly trafficked streets which were blocked off only to those walking towards it. Many of the brand activations included multiple interactive sections taking attendees to virtual worlds.