Lack of consistent hashtag promotion costs RBS for Six Nations sponsorship
by Andy Pilkington on 28th February 2012
Analysis of the weekend’s Six Nations clash between England and Wales reveals that RBS failed to successfully leverage their sponsorship of the championship to make a social media impact. Lack of promotion and consistency meant that consumers used their own hashtag when talking about the event, rather than the official RBS promoted tag.
HTC and Beats show brand alignment is key to a successful partnership
by Andy Pilkington on 6th September 2011
Consumer reaction to HTC’s partnership with Beats by Dr Dre suggests that key differences in brand values can lead some consumers to be sceptical of brand collaboration.
HTC’s Tour de France sponsorship confuses fans
by Leonie Bulman on 18th July 2011
HTC’s decision to enter its own team, HTC Highroad, into the Tour de France attracts a mixed response among fans, which shows how important it is to align sponsorship of events with brand image.
Lady Gaga steals the spotlight from Google Chrome
by Tom Hannah on 13th June 2011
Google Chrome’s new video featuring Lady Gaga shows marketers that big-name celebrities may distract attention from the product itself.
Nike launch world cup social media campaign
by Matt Harrison on 8th June 2010
Nike has launched a viral social media campaign to leverage the popularity of this summer’s world cup.
This year's event is seen as the first social media World Cup. In 2006 Facebook had 7 million users. In 2010 it will have over 400 million.
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