Sponsorship Activation Monday – 7.21.14
Molson Beer Fridge opens if patrons sing ‘O Canada’
Molson placed beer refrigerators throughout the country on Canada day (July 1). The fridge opened and gave a free cold beer for anyone that would honour its country. Watch the video:
Nike capitalizes on sponsorship of Tim Howard after World Cup stardom
Nike, already a sponsor of USA goalie Tim Howard before this year’s World Cup, has taken advantage of it after the goalie’s meteoric rise. Nike posted a congratulatory tweet with the hashtag #RiskEverything and also posted cool short cartoon videos featuring Howard on YouTube and Vine.
Beats France vs. Germany #GameBeforeTheGame Video
Though Beats is not an official sponsor of the World Cup, you might not know it. The brand kicked off the World Cup with an iconic #GameBeforeTheGame video and then followed it up with a more specific one prior to the France/Germany game.
Beats were even banned by FIFA for players to use in the stadium in order to protect official sponsors, but Beats (along with other brands like Nike) did great ambush marketing campaigns to still associate themselves with soccer fever without actually being an official sponsor.
