| EVENT INTELLIGENCE 08.03.09 8:00 AM |
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Marketers Share Insights on Successful Event Partnerships
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 | HBO and Virgin Atlantic's Entourage Air
Photo: AP Photo/Virgin America, Bob Riha Jr |
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Playing well with others hasn’t been strictly enforced since kindergarten, but companies looking to maintain or increase the impact of their events could do well to pay heed to that notion. Brand partnerships for events, campaigns, or long-term initiatives can produce more desirable results than tackling a project solo in any economy, but these days—when people are asked to do more for less—pooling resources can help marketers get more for their buck.
But before you jump into bed with another brand, make sure to confirm you and your partner are looking for the same thing. Six months of trying phone conferences and constant concessions may not be worth a few dollars saved or a mention in Us Weekly. To get an idea how successful pairings come together, we talked to marketers who recently teamed up to share production responsibilities and generate more media impressions, higher attendance, or stronger buzz than each probably would have on their own. The bottom line: They’re all open to doing it again.
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HBO, Virgin Atlantic, Entourage, The Fader, Levi's, Belvedere Vodka, Bustle Clothing, Consumer Electronics Show, iLounge |
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| NEWS 06.24.09 3:00 PM |
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In the News: Radio and TV Correspondents Love John Hodgeman, Sundance Still Bringing in Bucks for Utah
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John Hodgeman Wins Over Correspondents' Crowd: The White House Correspondents' Association Dinner may suffer from an annual inability to not offend some party with its divisive M.C.s, but that doesn't seem to be the case at the Radio and Television Correspondents' Dinner. Host John Hodgeman—of Apple commercial and Daily Show fame—won over the audience at Friday's event by skirting an actual roast and opting to label Barack Obama the country's first geek president. Obama seemed to please the crowd with his own speech, and come Monday morning, nobody was licking wounded egos on cable news. [Wired]
Fests Like Sundance Still Boosting the Economy: Festival-town locals might bemoan the congestion and hullabaloo associated with their annual events, but they sure do benefit from them. Despite an 11 percent drop in attendance this year, a study by a group at the University of Utah calculated that the Sundance Film Festival brought in $92.1 million to the state this year. The numbers broke down to $34,579,698 on accommodations, $14,976,306 on food, $4,693,682 on transportation, and $4,015,870 on "discretionary items"—which we'll assume includes booze. [NYT]
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White House Correspondents' Association Dinner, Radio and Television Correspondents' Dinner, Barack Obama, John Hodgeman, Sundance, Apple, iPhone, Virgin Atlantic, Richard Branson, Kate Moss |
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