1. S
R
M
O
A
The New World
of Sponsorship
THE BRAND
EXPERIENCE
AGENCY
THE PLAY
ISSUE 03 || OCTOBER 2012 REPORT A brief study on the changing landscape
of experiential marketing.
SPONSORSHIP
RETAIL
MOBILE
ONLINE
ACTIVATION
Featuring Adidas’s Take the Stage, H&M’s Kiss for a Cause
and Gillette’s Get Started Campaigns

2. A ACTIVATION S SPONSORSHIP R RETAIL M MOBILE O ONLINE
Hello
Welcome to issue 3 of The PLAY Report.
In this issue, we have packaged some inspiring
international sponsorship case studies into a
simple, 12-page report.
Sponsorship in 2012 is far more than the logo
exposure of old. It's now the conduit to an
emotional connection with experience-hungry
consumers seeking excitement, interactivity,
instant gratification, exclusivity and ultimately,
bragability. Smart sponsors are craftily tailoring
their rights and benefits packages to build
bespoke and relevant activations to latch onto
their target; "off the shelf" sponsorship packages
are no longer an option.
Celebrity ambassadors (like David Beckham
for adidas) are no longer just appearing in
advertising, but engaging with a handful of
lucky consumers in unexpected ways and
creating branded content to share with millions.
As brands evolve in parallel with the web
and technology, there's an emergence of new
mediums which exceed the boundaries of
anything we've known before. We are, without
doubt, sitting on the precipice of a whole
new world of sponsorship.
Take the next 20 minutes to explore how
brands around the globe are moulding
the future.
Best Regards,
The PLAY Team
EVIAN
BALL HUNT
VOLKSWAGEN
DRIVING EXPERIENCE
HEINEKEN
COLD STORAGE ROOM
ADIDAS
TAKE THE STAGE
GILLETTE
GET STARTED

3. THE NEW WORLD
OF SPONSORSHIP
Did you
know?
Increasing brand loyalty is
the most popular reason
for marketers to engage in
sponsorship. SPONSORHUB.COM
Nike pays Lebron James and
Kobe Bryant upward of $15
million a year.
FORBES.COM
$48.6
billion was
spent on
sponsorship
globally in 2011.
SPONSORHUB.COM
In 2011 PepsiCo spent the
most on sponsorship,
investing between $340-345
million. ADAGE.COM
76% of sponsors
invest in sport.
SPONSORHUB.COM
Category exclusivity remains the most
valuable benefit, scoring 62% in the
latest survey of sponsorship decision-makers,
followed by on-site signage
and broadcast ad opportunities.
RAB.COM
McDonald’s, Omega, P&G,
Panasonic, Samsung and Visa each
spent $99.6 million on sponsoring
the London 2012 Olympic Games.
GUARDIAN
Roger Federer is the highest
paid Olympian with earnings of
$54.3 million in July 2011-12.
$45 million was from
appearances and sponsors
including Nike, Rolex, Wilson,
Credit Suisse, Gillette and
Mercedes-Benz.
FORBES.COM
86%
of sponsors use
consumer attitude
to the brand
measure ROI.
MARKETING MAG
DID YOU KNOW?

4. THE NEW WORLD
OF SPONSORSHIP
LIGHT AND WATER USED TO SUPPORT US OLYMPIC TEAM
Gillette Lights Up Boston
Nights for Olympic Glory
Procter & Gamble’s brand Gillette created a spectacular
display of light and water to wish Team USA good luck
at the 2012 London Olympic Games. The display –
that combined a series of projections onto buildings,
walls and water – commenced after the opening
ceremony wrapped up.
The display took place on Boston Harbor, in Gillette’s home
city, adjacent to the Institute of Contemporary Art. The
array of splashes and flashes culminated in a water show
featuring sixty-foot high holograms of athletes including
Ryan Lochte diving into the harbour and Tyson Gay racing
towards victory. Multiple projectors, each valued at over
thirty-five thousand dollars, displayed video images onto a
canvas made from water vapour sprayed into the air.
Patented video mapping technology was used to create
the customised graphics, animations and video footage.
It was a creative collaboration between Gillette’s agency
teams and formed part of the brand’s global
‘Get Started’ campaign.
WATER
AID
DOTORG
S R
M O
PERSPECTIVE
Leverageprojection technology
inunassuming, large format public spaces
to create dynamic brand experiences.
Amplify the experience online to use
digital touch points to maximise
reach and ROI.
A WATCH
ON
YOUTUBE

5. THE NEW WORLD
OF SPONSORSHIP S R M O
WATCH
THE
VIDEO
A
ADIDAS TAKE THE STAGE WITH DAVID BECKHAM
Team GB Fans Receive the
Surprise of Their Lives
Adidas’ sponsorship of the 2012 London Olympic Games
was executed through ‘Take the Stage’, an integrated
campaign that included television, outdoor and digital
advertising. As part of this campaign, Adidas erected a
photo booth at the Westfield Stratford City shopping centre
in East London.
Participants were invited to ‘take the stage’ in Adidas attire
and show their support for Team Great Britain through a
series of photographs. Unbeknownst to the participants,
world famous soccer star David Beckham was hiding in a
secret section of the photo booth. As they smiled, posed
and prepared for their photo to be taken, Beckham
unexpectedly stepped out to surprise them.
Adidas filmed and photographed the reactions of the sixty
lucky people who posed with the star. Footage was
transformed into a video that went viral.
“It was a unique experience for me and the people who
took part and there were some great reactions when we
surprised them in the photo booth,” said Beckham of the
experience.
PERSPECTIVE
Adidas created true connection and
opportunity beyond the transactional
conversation. Using a simple but effective
'surprise and delight' mechanic, Adidas invoked
emotion and envy amongst consumers
and fans worldwide, sending the
experience viral.
ON
YOUTUBE

6. A S R M O
THE NEW WORLD
OF SPONSORSHIP PERSPECTIVE
Technology drives offline conversations
online, and online conversations offline.
HM have created a campaign that
connects the very emotion of everyday
life and relationships directly back to
the brand.
HM USE INSTAGRAM TO ENGAGE WITH MARKET
HM use instagram to
Spread Festival Love
Music festival Coachella insists all sponsorship
activation be subtle and true to the property spirit.
Retail clothing company HM designed an interactive
campaign that successfully achieved these
prerequisites. Aptly called Kiss for a Cause, the
campaign encouraged festivalgoers to generate
instagram photos of themselves kissing one another
with the accompanying hash tag #kissforacause.
Uploaded images were then printed on site and
physically stuck around the interior of HM’s igloo
(their Coachella headquarters), to build an interior full of
photographs. The campaign, which was designed to
raise funds and awareness for Fashion Against AIDS
(FAA), was not exclusive to festivalgoers - anyone could
participate by uploading kissing shots to instagram.
For every photo uploaded HM have donated $1 to
Fashion Against AIDS.
The Kiss for a Cause fashion collection was also on
display via flat screen TVs mounted on the igloo walls.
The range went on sale at the end of April 2012, using
the music festival as a launching pad. Twenty-five per
cent of proceeds go to FAA.

7. THE NEW WORLD
OF SPONSORSHIP
S R M
COCA-COLA EMPLOY BAND TO ENGAGE WITH FANS
Coke Elevate the Concert
Experience
Coca-Cola Columbia was challenged with how to promote
their online radio station, Coke FM. The soft drink giant
enlisted the support of a local band with a large following
to host a live concert at an altitude of fifty metres.
The band was suspended above the crowd of excitable
fans who were encouraged to literally and manually
‘download’ the band. Attendees had to download songs
from the band’s latest album on the Coke FM mobile site.
A live display on the stage screen displayed the number
of active downloads. For every track that was downloaded
the band was lowered until they were finally on level
with the fans.
This idea executed by Ogilvy and Mather Bogota was
undeniably a success. 50,000 downloads were achieved in
just one hour, interaction time on the site increased by 800
percent with 337 percent more visitors. Concerts were also
held in Sao Paula, Mexico City and Quito.
WATCH
THE
VIDEO
A O
PERSPECTIVE
Online music is not new, neither is a
live concert. However, when the live
concert becomes a real-time exercise to
download and affect what you are
watching, it takes engagement to a whole
new level. The objective: get the band
to ground. Engagement and
interaction all in one place.

8. THE NEW WORLD
OF SPONSORSHIP A
A S R M O
EVIAN INTEGRATE THE PHYSICAL AND DIGITAL WORLD
Consumers Hunt
forWimbledon Tickets
As part of their sponsorship of Wimbledon, bottled water
giant Evian ran a real-time social media ball hunt
with exclusive VIP tickets up for grabs.
Contestants were supplied with clues via Facebook and the
Evian Twitter feed @evian_uk on a ball boy’s whereabouts.
Once he was found consumers were instructed to check in
at the location through social media and were also handed
a pink numbered tennis ball. Between the 22nd and 25th of
June a number was selected at random each day and the
winner received a pair of VIP tickets. The Evian Ball Hunt
was designed to bring the Evian Live Young Spirit and
Wimbledon partnership to life.
Other sponsorship activities included an outdoor marketing
campaign with brand ambassador Maria Sharapova, an
Evian cafe at the Wimbledon grounds, Wimbledon themed
bottles and interactive, branded content on the official
Wimbledon website. Furthermore, those queuing at the
Wimbledon entrance were invited to ‘live young’ in Evian’s
pink shipping container that housed a ping pong table and
photo competitions.
Evian has signed on to be the official bottled water for
Wimbledon for a further five years.
PERSPECTIVE
Evian has used a multitude of touch
points to create an all encompassing brand
experience, where people engage with the
brand at all phases of the campaign. Each
medium plays a specific and relevant
role turning the whole experience into
an integrated adventure.

9. THE NEW WORLD
OF SPONSORSHIP A S R M O
HEINEKEN IMPLEMENT FINGERPRINT RECOGNITION TECHNOLOGY
Festivalgoers Keep Their
Drinks Cool with Hi-Tech
Storage Room
Keeping drinks cool at a music festival has long been an
issue plaguing multi-day festival goers. Official sponsor of
the 2012 Coachella Valley Music and Arts Annual Festival,
Heineken, offered a solution to this problem by introducing
The Cold Storage Room, a fingerprint recognition
refrigerator.
The Cold Storage Room was set up at the opening gate
of the festival to ensure it was visible to all entrants.
The activation was accessible to all camping ticket holders
and allowed them to store up to two cases of Heineken
canned beer at no cost. The onsite team scanned
consumers fingerprints, then tagged and stored each
person’s brew at a chilled one degree. Beer was retrieved
by simply re-scanning fingertips.
Participants who purchased a twelve pack were also
entitled to a $25 rebate off the purchase of their festival
ticket. Heineken successfully created genuine added value
for Coachella attendees.
PERSPECTIVE
Simplifying seemingly out of reach
technologies into a youth based experience
brings the idea of the future to life. Further,
it solves a market problem in the process.
Technology has the answer to everything,
we just need to open our minds to
identify the right solution.
A

10. THE NEW WORLD
OF SPONSORSHIP
A S R M O
MOUNTAIN DEW SEEK FANS PARTICIPATION
Mountain Dew Use Earnhardt
to Promote
The Dark Knight
Pepsi Co’s Mountain Dew, the official sponsor of NASCAR
star Dale Earnhardt Junior, collaborated with Warner Bros
to promote the much- anticipated movie, The Dark Knight
Rises. In celebration of its release, Earnhardt was supplied
with a custom fire suit to race in and his No 88 car received
a Batman-themed makeover. The design of the real life
‘Batmobile’ was voted for by members of the ‘Dew Crew’ -
an online, brand-led club.
The Dew Crew’s Facebook application became an online
hub where users had access to exclusive content and
movie teasers, some of which was only accessible by
product code. The hub also included interactive elements,
where users could earn points and win prizes by doing
simple tasks. One of the prizes was a copy of The Dark
Knight Rises script, signed by the movie director. Not only
did this campaign resonate well with comic fans, but it
also gained traction in the 18 - 24 year old male market
by allowing them to be a part of the NASCAR decision-making
process.
In addition, Mountain Dew released a Batman inspired
flavour, Dark Berry in the lead up to the film. The packaging
included the Bat symbol, which changed colour when the
drink was chilled.
PERSPECTIVE
Gamification is not new, we have been
testing ourselves since the dawn of time
with real time rewards. Leverage brand
collaborations by utilising the crowd,
social media and tangible outputs and
what you have is total consumer
engagement.
WATCH
ON
YOUTUBE

11. THE NEW WORLD
OF SPONSORSHIP
SYDNEY SWANS INTERACT WITH THEIR SPONSORS
Volkswagen Drive the Swans
in Top Gear
PLAY have executed many sponsorship activation projects,
with one recent being Volkswagen’s Drive Days for the
Sydney Swans AFL team.
To celebrate their sponsorship of the Sydney Swans,
Volkswagen invited a team of 30 players and staff to attend
an exhilarating day on Sydney’s Eastern Creek Circuit.
The day’s focus was to not only familiarise the players with
the Volkswagen product range, but also to give an
educational driver training experience.
Participants worked one on one with professional driving
instructors to help them understand the vehicle’s
technology and how to implement the technology in
everyday driving. The day’s learnings culminated in a full
circuit lap in the highest performance Volkswagen vehicles,
testing the athletes’ limits.
PERSPECTIVE
Brands need to add reciprocal value to
properties to ensure the partnership is
beneficial on many levels. Forge strong
relationships by creating engaging and
relevant activities to entertain
and interact with property owners
and talent.
A S R M O
WATCH
ON
YOUTUBE

12. WHO WE ARE
PLAY is a communication agency that specialises in
Brand Experience Marketing. We activate brands,
leverage sponsorships, create events and branded
environments, and maximise every connection through
mobile and digital amplification. We are known for our
strategic, accountable and business centric approach.
Our clients understand that we deliver sales,
differentiate their brand and products, and build loyalty
across consumer, trade and internal audiences.
WHAT MAKES US DIFFERENT
We are experiential thinkers. We place the customer
experience at the centre of what we do. This enables us
to identify channel neutral, high impact marketing
opportunities for our clients and ensures a relevant and
meaningful dialogue with consumers.
WE HAVE AN EXPERIENTIAL
MIND AND A DIGITAL SPIRIT
Consumers don't differentiate between a digital and real
life experience with a brand. Neither do we. We fuse our
strategic, creative, digital and activation capabilities into
a seamless experience, delivering against defined
business objectives.
WANT TO PLAY?
For new business and press enquiries please contact:
Simon Horauf // Founder Director
simon@playcommunication.com.au or phone 0422 055 839
For other business enquiries please contact:
Shani Langi // Managing Director
shani@playcommunication.com.au
CONTACT
T: +61 2 8199 9900
F: +61 2 9281 8125
OFFICE ADDRESS
Level 1, 91 Campbell Street, Surry Hills NSW 2010
Australia
POSTAL ADDRESS
PO Box 1073 Darlinghurst NSW 1300
Australia
THE BRAND
EXPERIENCE
AGENCY