At last some sponsorship that really works, not sure if you watched much of the Australian Open Tennis tournament, but if you did you will have seen what I think is some great sponsorship. Birds Eye were the official sponsors of the “official challenge” that players are allowed when in doubt about the line-call of those balls that just might have been in or out.
And why is this such good sponsorship? Well for a start I bet it has done a great job at raising the brand awareness of Birds Eye. I think the sponsorship did a great job of giving presence to the Birds Eye brand, it associated itself so well with this ‘spot’ within the tournament that it’s impact grew as frequency of the “Birds Eye view” were shown. Additionally by sponsoring this they have probably improved some of their brand values, perceptions of their commitment to “quality” must surely have been enhanced given that this sponsorship places them as an “authority” in making the right judgment, another tick in the box for successful sponsorship as a key aspect of any sponsorship should be the improvement or reinforcement of ones brand values.
Of course I am no expert, but I would hazard a guess that research would show that the impact on the brand relationship (which is ultimately more important than simply just looking at the response to the sponsorship itself as ultimately it is peoples’ relationship with the brand that you are looking to shift) would have improved, well it has in my mind – survey of one I know.
Click here to go to the Bird Eye website: http://www.birdseye.com.au
By: Colin MacArthur