Inside Sponsorship

Just like data and measurement, activations is a topic that comes up in sponsorship discussions a lot and that’s why we have been focussing a lot on activations at the moment, almost like a mini-series. However, the last episode focused on physical activations, while this episode focuses on experiential activations. There’s no doubt that an activation that moves people from just engagement to one where they are truly touched by an experience is very powerful. Maybe, experiential activations are the equivalent of viral content on social media? With truly great experiential marketing, the brand and message are amplified so much by those who have experienced the activation, because, they really want to share how awesome it is and they’ll often be doing that with people in the same demographic. It certainly leaves a lasting impression. Sounds like an amazing thing for rights holders and brands to be working towards and the end goal sounds achievable, right? “Let’s create memorable experiences that get people t