TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP From sponsorship to brand alliances Anders Lindén, CEO Tango Brand Alliance AB Helsinki 25/2 2015
Sponsoring as a source of content marketing - Brand Alliances by Tango
Jul 16, 2015
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TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
From sponsorship to brand alliances
Anders Lindén, CEO Tango Brand Alliance AB
Helsinki 25/2 2015
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
• Started 1998, 3 persons, >40 years of sponsorship experience
• Independent agency, owned by the employees
• Partner company to Xperience Group
• Strategical consulting
• Concept development
• Sponsorship contracts – negotiations, laws, taxes
• Sponsor Center – outsourced sponsorship manager
• Activation/vitalization of sponsorship contracts
• Project/event management
• Workshops, education
Short background
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
Xperience Group
150 persons – 6 cities (Stockholm, Gothenburg, Malmö, Copenhagen, Helsinki, Oslo)
• Insight & Strategy • Design • Sponsoring • Event • Advertising • Retail • Film • Digital • Staffing
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
Modern sponsoring…?
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
“Yes, it has never been easier to reach consumers. Yes, it has never been harder to engage them.” Greg Jacobs, Head of Monetization @ Red Bull, IEG Chicago 2014
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
The young new clients are thinking differently
Tomorrow demands new types of communication
73% would be more excited about a new offering in financial services from GOOGLE, AMAZON, APPLE, PAYPAL or SQUARE than from their own nationwide bank…
Source: www.millenialdisruptionindex.com
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
What channels do you use to leverage your sponsorships?
How companies use their sponsorships (US)
Source: IEG Sponsorship Report, Jan 2014
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
The new world of Brand Alliances
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
The new world of Brand Alliances
Your business
challenge
Sponsoring
CSR
Endorsement
Licensing Entertainment
Content
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
Procter & Gamble – Thank you, Mom
SPONSORING: A theme to use as a platform
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
ENDORSEMENT: Stars as sales-drivers
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
ENDORSEMENT: Starting a CSR-movement
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
Bank of America – U2 and (RED)
CSR: Making a difference through a movement
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
CSR: Making a difference through a movement
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
M J Bale and Australia’s National Team in cricket
CONTENT: Creating a story worth listening to
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
Call me / Watch your mouth
CONTENT: Creating competitive advantage
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
Call me / Watch your mouth
CONTENT: Creating competitive advantage
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
LICENSING: New alliances reach new target groups
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
LICENSING: Part of the problem, part of the solution…
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
Avicii releases two new songs – ”The days” and ”The nights”
ENTERTAINMENT: Totally new co-operations emerge
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
Where do we go from here?
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
State Farm – NBA / Chris & Cliff Paul
ENDORSEMENT + LICENSING: It’s all tangled together…
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
State Farm – #neighborhoodsessions
SPONSORING + CONTENT: It’s all tangled together...
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
State Farm – #neighborhoodsessions
ENTERTAINMENT + CSR: It’s all tangled together…
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
Do use social media for ”moment marketing”
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
Do use gamification/competitive rewards as live content
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
Brand Alliances – true marketing tools of tomorrow!
Your business
challenge
Sponsoring
CSR
Endorsement
Licensing Entertainment
Content
TANGO BRAND ALLIANCE, PART OF XPERIENCE GROUP
Anders Lindén CEO/Content Creator
[email protected] +46 - 70 - 653 19 92
Kiitos!
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