En analyse af hvordan Totalkredit anvender en tværmedial strategi i forbindelse med aktiveringen af deres sponsorat af DHF og det danske herrelandshold under EM i januar 2014.
Totalkredit er hovedsponsor for DHF og det danske herrelandshold. Totalkredit havde dog et ønske om, at det skulle være mere end et klassisk sponsorat med et logo på brystet og eksponering på nogle bander. Totalkredit udviklede derfor det tværmediale koncept ”En del af holdet” og lagde op til involvering af brugerne. Det interessante spørgmål er dog i hvilken grad, det er lykkedes for Totalkredit at positionere sit produkt og styrke relationen til målgruppen via deres sponsorat og aktiveringskoncept ”En del af holdet”? Og hvad den samlede effekt af sponsoratet har været?
Den 28. april afholdte jeg oplæg på Københavns Universitet med temaet "Tværmedial kommunikation i sporten verden". En praktisk orientet tilgang til det teoretiske perspektiv på tværmedialitet, hvor området var sport.
The Elusive Measurement Dilemma of Sports Sponsorship ROIMichael Wolfe
Always elusive and difficult, using a method to ROI measurement of sports sponsorships is the preferred approach to a holisitic assessment. Sports sponsorship is a big business and this approach that is based on fan engagement is not only innovative but is long overdue.
Totalkredit er hovedsponsor for DHF og det danske herrelandshold. Totalkredit havde dog et ønske om, at det skulle være mere end et klassisk sponsorat med et logo på brystet og eksponering på nogle bander. Totalkredit udviklede derfor det tværmediale koncept ”En del af holdet” og lagde op til involvering af brugerne. Det interessante spørgmål er dog i hvilken grad, det er lykkedes for Totalkredit at positionere sit produkt og styrke relationen til målgruppen via deres sponsorat og aktiveringskoncept ”En del af holdet”? Og hvad den samlede effekt af sponsoratet har været?
Den 28. april afholdte jeg oplæg på Københavns Universitet med temaet "Tværmedial kommunikation i sporten verden". En praktisk orientet tilgang til det teoretiske perspektiv på tværmedialitet, hvor området var sport.
The Elusive Measurement Dilemma of Sports Sponsorship ROIMichael Wolfe
Always elusive and difficult, using a method to ROI measurement of sports sponsorships is the preferred approach to a holisitic assessment. Sports sponsorship is a big business and this approach that is based on fan engagement is not only innovative but is long overdue.
Sustainability in Action as a Sponsor: Coca ColaEIBTM
As one of the London 2012 Olympic Sponsors, with a strong focus on sustainability, this session will outline some case study examples from the view point of the sponsor of a major international event.
How fit is your brand?
Brands must earn their wings for their positioning in the market, and then stay in shape and be vital. That’s why we designed a Brand Bootcamp, an interactive brand session, in which we strip and build on specific issues within the complex brand challenges that you are facing.
In this case we were invited by the Dutch Olympic Committee*Dutch Sports Federation (NOC*NSF) to organize a brand bootcamp. In an interactive setting we have discussed our outsiders point of view, our brand analysis, ideas, inspiration and conclusions. We hope our inspiration serves as a starting point for the further development of the NOC*NSF brand.
Digital and social media Case Study - Mountain Dew
Made in China by Uncle Advertising, a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies for brands in China.
Case Study: Understanding the emotional impact of evian's sponsorship of Wimb...Ipsos UK
Ipsos ASI and Danone Waters case study, presented at WARC: Advertising Research Conference 2013, highlighting how mobile enables brands to optimise and improve their communications in real-time.
This case study concentrates on how the promotion using high profile sports stars can help to keep a leading brand at the forefront of public awareness.
A presentation focused on how to get the attention of major skydiving manufacturers and win sponsorships. Receive insights on manufacturer pain points, applicant "do's" and "dont's" and a general guideline of how to go about it.
Blueprint for strategic sponsorship (whitepaper report PDF download)Janus Kodadek
Downloadable PDF whitepaper report with a five-step how-to blueprint for marketers to create effective strategic sponsorship platforms. Combing best practice principles and real world insights from a range of senior-level brand marketing and sponsorship professionals, coupled with illustrative case studies of innovative sponsorship activations. White paper based on Henley MBA management project.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
Sustainability in Action as a Sponsor: Coca ColaEIBTM
As one of the London 2012 Olympic Sponsors, with a strong focus on sustainability, this session will outline some case study examples from the view point of the sponsor of a major international event.
How fit is your brand?
Brands must earn their wings for their positioning in the market, and then stay in shape and be vital. That’s why we designed a Brand Bootcamp, an interactive brand session, in which we strip and build on specific issues within the complex brand challenges that you are facing.
In this case we were invited by the Dutch Olympic Committee*Dutch Sports Federation (NOC*NSF) to organize a brand bootcamp. In an interactive setting we have discussed our outsiders point of view, our brand analysis, ideas, inspiration and conclusions. We hope our inspiration serves as a starting point for the further development of the NOC*NSF brand.
Digital and social media Case Study - Mountain Dew
Made in China by Uncle Advertising, a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies for brands in China.
Case Study: Understanding the emotional impact of evian's sponsorship of Wimb...Ipsos UK
Ipsos ASI and Danone Waters case study, presented at WARC: Advertising Research Conference 2013, highlighting how mobile enables brands to optimise and improve their communications in real-time.
This case study concentrates on how the promotion using high profile sports stars can help to keep a leading brand at the forefront of public awareness.
A presentation focused on how to get the attention of major skydiving manufacturers and win sponsorships. Receive insights on manufacturer pain points, applicant "do's" and "dont's" and a general guideline of how to go about it.
Blueprint for strategic sponsorship (whitepaper report PDF download)Janus Kodadek
Downloadable PDF whitepaper report with a five-step how-to blueprint for marketers to create effective strategic sponsorship platforms. Combing best practice principles and real world insights from a range of senior-level brand marketing and sponsorship professionals, coupled with illustrative case studies of innovative sponsorship activations. White paper based on Henley MBA management project.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
Sociale medier som forretningsmodel for rådgiverenProjekt Vi&Di
Rådgiver i sociale og digitale medier, Andreas K. Johannsen holdt et oplæg om sociale medier på Vi&Dis seminar 'Dyrk dialogen og spind dit net' d. 19. marts 2014.
Indholdsbaseret vidensdeling med det formål at skabe synlighed på sin faglighed for på sigt at generere et salg.
Blogindlæg, grupper, YouTube, Twitter, brugeradfærd, deling, den positive metafortælling, sproget, ordet, budskabet og lovgivning
En gennemgang af udviklingen indenfor sociale medier, set fra både et teoretisk og kommercielt synspunkt.
A review of the social media evolution, from both a theoretical and commercial point of view.
If you have questions or need the presentation in english, please do not hesitate to contact me.
Præsentation fra Kommunikationsforums kursus "Målret og styrk jeres indsats på sociale medier". En vigtig pointe er, at det er meningsløst at lave en strategi for sociale medier, hvis man ikke først har arbejdet med at definere sine største udfordringer/potentialer, som skal løses/indfries. Min vinkel er dermed mere: Hvordan kan sociale medier skabe værdi i organisationen — end hvad skal man bruge sociale medier til?
Præsentationen indeholder også en række øvelser, som du selv kan reflektere over.
Strategisk kommunikation & PR - Et kursus til virksomheder i it-branchenMannov
Mannov og IT-Branchen tilbyder nu et tredages kursus med fokus på
strategisk kommunikation og PR henvendt specifikt til virksomheder
i it-branchen, der enten ikke selv har kommunikationsfolk ansat, eller
som har behov for opkvalificering af medarbejdere, der skal lære at
håndtere kommunikationsarbejdet.
Similar to Fremtidens sponsorat - Fra tavst medie til integreret kommunikations- og oplevelsesplatform (20)
Strategisk kommunikation & PR - Et kursus til virksomheder i it-branchen
Fremtidens sponsorat - Fra tavst medie til integreret kommunikations- og oplevelsesplatform
1. Mere end bare et logo på trøjen
- Fra tavst medie til integreret kommunikations- og oplevelsesplatform
FREMTIDENS SPONSORAT
2. Hvordan anvender Totalkredit en tværmedial strategi i forbindelse med
aktiveringen af deres sponsorat af DHF og det danske herrelandshold
under EM i januar 2014?
Problemformulering Teori og analyse Diskussion
4. Tværmedial kommunikation
Tværmedial formidling giver os en bred pallet af
formidlingsformer og virkemidler. Den skaber mulighed for
udnyttelse af digitale og netværksbaserede medier som platform for
introduktion af brugerdeltagelse og andre interaktive elementer.
Målet er i sidste ende at skabe større engagement og mulighed for
udvidelse af medieformidlingens oplevelsesunivers.
Problemformulering Teori og analyse Diskussion
8. Interaktivitet og deltagerbaseret kommunikation
FIRE GRADER AF BRUGERINDFLYDELSE:
- Mulighed for tilvalg af ekstra medieindhold
- Mulighed for diskussion af og meningsudveksling omkring medieindhold
- Mulighed for at påvirke selve medieindholdet
- Mulighed for at skabe nyt medieindhold
Problemformulering Teori og analyse Diskussion
9. Mulighed for tilvalg af ekstra medieindhold
Problemformulering Teori og analyse Diskussion
10. Mulighed for diskussion af og meningsudveksling
omkring medieindhold
Problemformulering Teori og analyse Diskussion
11. Mulighed for at påvirke selve medieindholdet
Problemformulering Teori og analyse Diskussion
12. Mulighed for at skabe nyt medieindhold
Problemformulering Teori og analyse Diskussion