Tylenol; one of the worlds most recognizable brands has a fantastic program in which they sponsor X-Games sports such as skate-boarding. They know that the participants are highly sociable, very connected talkers. And these young adults seriously need a pain reliever such as Tylenol. These talkers are also very resistant to advertising and would probably turn against marketers who blatantly try to sell them. So Tylenol does something very clever; It pays to support the event, but it does not have signage or logos put on anything. It just provides free painkillers and lets the word spread naturally. The brand knows that it has found the right group of talkers...and those talkers know who's providing the money and the gratitude spreads through word of mouth.
Just another way to maximize your brands sponsorship dollars using WOMM.
Just another way to maximize your brands sponsorship dollars using WOMM.
1 comment:
Great post..I really like the idea of using my companies sponsorship dollars in a way we will see a direct use of our product. And getting people to talk is the key.
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