clwill
Nitro Member
Bobby has an interesting article over on his site about sponsorship activation:
DRAGS, DOLLARS & SENSE: NHRA MISSES ITS ACTIVATION
It longs for the good old days of the Bud King and real sponsor "activation".
My take on this is that some people need to step into the 21st century. There are many more channels today than there were back in the "Bud King" days, and by channels I don't mean TV. I mean network TV, cable, magazines and newspapers (while they still exist), YouTube, Facebook, Twitter, FourSquare, personal appearances, flash mobs, movie and TV product placement, etc., etc. It seems to me that someone who wants to really leverage a sponsorship has not fewer opportunities to "activate" them but hundreds more. But it takes a creative person, and a sponsor who "gets it". Those are hard to find.
The only recent reference to drag racing that I can think of that made it into the main stream popular culture was in an episode of Family Guy that had John Force in it. Period. That's pathetic, and the racers with their PR people, and their sponsors with their marketing people have no one to blame but themselves for not "activating" their relationship better in the modern age.
What do you think?
DRAGS, DOLLARS & SENSE: NHRA MISSES ITS ACTIVATION
It longs for the good old days of the Bud King and real sponsor "activation".
My take on this is that some people need to step into the 21st century. There are many more channels today than there were back in the "Bud King" days, and by channels I don't mean TV. I mean network TV, cable, magazines and newspapers (while they still exist), YouTube, Facebook, Twitter, FourSquare, personal appearances, flash mobs, movie and TV product placement, etc., etc. It seems to me that someone who wants to really leverage a sponsorship has not fewer opportunities to "activate" them but hundreds more. But it takes a creative person, and a sponsor who "gets it". Those are hard to find.
The only recent reference to drag racing that I can think of that made it into the main stream popular culture was in an episode of Family Guy that had John Force in it. Period. That's pathetic, and the racers with their PR people, and their sponsors with their marketing people have no one to blame but themselves for not "activating" their relationship better in the modern age.
What do you think?
