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FORT MILL, S.C. (June 5, 2019) – With the U.S. Women’s National Soccer Team heading to France this summer, Continental Tire has positioned itself as one of sport’s biggest fans, proving unwavering support for these incredible athletes and the growth of women’s soccer in the U.S. Continental has forged strategic partnerships within the soccer community, including high-profile MLS and U.S. Soccer sponsorships, partnerships with big-name players and supporters such as Alex Morgan, Tobin Heath and the American Outlaws as well as a jersey sponsorship with the NWSL team the North Carolina Courage.

“Our established presence in U.S. women’s soccer is one of which we are especially proud,” said Travis Roffler, Director of Marketing, Continental Tire the Americas. “Fans ourselves, it is a privilege to partner with and support the many amazing players, teams and fans that make this community what it is.”

A long-standing American soccer partner, Continental has worked with integrated sports marketing agency rEvolution to build a comprehensive soccer campaign that celebrates American soccer from every perspective. As the USWNT gears up for France, Continental shows its soccer fandom through a number of initiatives, including:

  • Looking to further its commitment to the soccer community in 2018, Continental Tire kicked off a new creative content campaign that took a deep dive into the great stories of the incredible people who make American soccer so special. In the past two seasons, USWNT greats Alex Morgan and Tobin Heath have shared their inspirational stories to achieve their dreams and commitments to the next generation of soccer stars. These commercial spots will broadcast throughout the summer, directing viewers to watch the long-form digital content here. The content series also spotlights MLS players such as Sean Johnson and Russell Canouse as well as super fans Nicole Hack and “Tifo Queen” Vera Zeigler.
  • With access to a number of USWNT personalities, Continental Tire captured 10 fast-response Q&A videos that tackled the tough questions, like who eats the weirdest foods, who over-packs and who makes the best Bond villain, among others. All of the videos can be found here, and will be promoted across Continental Tire and partner channels throughout the summer.
  • In addition to a commercial spot that will be broadcast throughout the tournament, Continental Tire is supporting national supporter club American Outlaws’ summer trip to France, including custom premiums to enhance their experience. While there, the American Outlaws will be documenting their journey on the ground cheering on the USWNT for a mini-series that will be shared on Continental’s social channels.
  • As the Official Tire of U.S. Soccer, and an official MLS partner, Continental Tire has a presence at a number of MLS, USWNT and USMNT games, including standout game day activations, in-game signage and broadcast media buys, first-class VIP hospitality packages and coveted soccer premiums.
  • Continental Tire signed on as the official jersey sponsor for NWSL powerhouse North Carolina Courage. With five NC Courage teammates packing for a summer in France, including Crystal Dunn, Sam Mewis, Jessica McDonald and Abby Dahlkemper, Continental Tire will be sharing the inspirational stories of these all-star soccer players on its social channels.

For more on Continental Tire’s presence in American soccer, visit CelebratingSoccer.com and be sure to follow Continental Tire on Twitter, Instagram and Facebook throughout the tournament for USWNT content this summer.

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About Continental Tire
Based in Fort Mill, S.C., Continental Tire the Americas, LLC manufactures and distributes a complete premium line of passenger, light truck and commercial tires for original equipment and replacement markets. Our ultra-high, performance tires include award-winning technologies that focus on safety, help save money, and are #ForWhatYouDo. Continental’s premium products are available at leading independent tire dealers, car dealers, and mass retail companies across North America. Continental Tire is a proud supporter of Major League Soccer (MLS), College Basketball, West Coast Customs, Lingenfelter Performance Engineering, Petty’s Garage, and Roush Performance.

The post Continental Tire: A true U.S. Women’s National Team fan appeared first on rEvolution.

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rEvolution’s 2018 Celebrating Soccer campaign with Continental Tire won a 2019 Silver Telly Award for branded content this week, alongside CBS and AT&T, among others. Starring a number of soccer personalities, both well known and maybe not so well known, each story told was different but equally important in capturing the heart of American soccer: Clint Dempsey’s tribute to his parents’ love and support, Tobin Heath’s appreciation for her youth coach and her commitment to America’s next generation of soccer stars, Nicole Hack’s irreplaceable soccer family in the Chicago Fire Section 8, and more. Reel Chicago gave us a shout out in its Telly Awards coverage following the announcement.

The post rEvolution and Continental Tire Win Silver Telly Award appeared first on rEvolution.

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When the International Basketball Federation (FIBA) selected China to host the FIBA Basketball World Cup 2019, the impact and marketing potential could not be ignored. It is the world’s most populated country and one of the most basketball-crazy nations on the planet. Millions of fans will enthusiastically embrace playing host to the FIBA Basketball World Cup, FIBA’s showcase event held every four years and second in prominence only to the Olympic event. For the first time, the tournament will feature 32 teams, and with 92 games played in 16 days across eight cities— Beijing, Dongguan, Foshan, Guangzhou, Nanjing, Shanghai, Shenzhen and Wuhan— the FIBA Basketball World Cup 2019 presents a tremendous opportunity for sponsors to reach Chinese and international fans alike.

But while the tournament has been firmly established since its 1950 inception, an increased emphasis on the corporate and fan hospitality experience came to the forefront for FIBA and its partners in 2019 and beyond.

Enter RGE, the global event consultancy subsidiary of rEvolution.

When I started RGE with rEvolution CEO John Rowady in 2015, we built it to partner with brands, rights holders, sports federations, media, suppliers and agencies to enhance the experience and security of attendees at large-scale sporting events. We have planned and delivered world-class hospitality experiences at the Olympics, FIFA World Cup, FIFA Confederations Cup and America’s Cup, masterfully connecting brands with fans while managing vendors, venues and leagues.

In years past, the FIBA Basketball World Cup host nation handled hospitality at events, and the result was largely inconsistent. Now that the tournament is headed to China, a country largely unfamiliar with hospitality experiences at sporting events, the need to revamp the hospitality model became more evident than ever. With the domestic marketing rights, including hospitality, awarded to Infront China, it was decided in cooperation with FIBA to take on the task for the 2019 event to build a legacy program, which would ensure a consistent experience at each of the eight venues, culminating in a hospitality atmosphere worthy of the FIBA Basketball World Cup final in Beijing.

Commissioned with pulling off this daunting task, Infront China connected with RGE following its work with Infront Sports on behalf of the Wanda Group for the FIFA World Cup 2018. There, RGE supported Infront on ticketing, hospitality and operations for the 12,000 guests of the Wanda Group at the event.

Since formalizing the partnership in early 2018, RGE has worked on the process of creating a scalable hospitality experience that will be executed across the entirety of the tournament. Our team of experts are currently working closely with Infront China in negotiating and defining all aspects of delivering FIBA’s hospitality program, including planning and production of facilities, food and beverage, décor and gifts, as well as developing the financial model and the entire back-end structure. At this year’s tournament, we will lead with a corporate focus in the marketplace but leave the door open for individual sales dependent on market, demand, venue capacity and matchups.

At the recent draw event for the tournament in Shenzhen, we worked closely with Infront China and our production and catering partners to provide a hospitality showcase for FIBA partners, National Federations and corporate clients to highlight the quality and level of service that they can expect to enjoy at each venue throughout the tournament, from the opening game in Beijing on August 31 through the final on September 15.

Down the road, this model could prove to be a sponsorship opportunity for brands, but for now we are simply trying to redefine the way decision makers think internally, offering a service that has been proven internationally for RGE clients across a range of sports.
RGE delivers under the brightest lights in sports, and we have a responsibility to do this right this year in China. Basketball carries enormous meaning to the Chinese population and supporters traveling far and wide to attend, and they deserve a hospitality experience that meets the prestige of the event. Though Chinese businesses and individuals alike are not accustomed to high-end hospitality, we saw firsthand from 12,000 happy Wanda guests at the FIFA World Cup that there is a real appetite for it. Their culture is embracing it, and the power of sport has made it happen.

Now, we are ready to deliver.

George Pollington, Managing Director, RGE Global Event Consultants

The post How do you convince a culture that is not accustomed to high-end hospitality that they do, in fact, need it? appeared first on rEvolution.

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rEvolution, the integrated global sports marketing agency, invests in strong business and finance leadership as the agency continues its enterprise growth with the hiring of Emily Szymczak as its new Chief Financial Officer.

“John Rowady and his team have done an incredible job building rEvolution and setting it up for even greater momentum moving forward,” said Szymczak. “I am honored to join at this moment in the agency’s story, and am excited to bring in my expertise and strategically position our finance team to successfully handle rEvolution’s next chapter in growth.”

Szymczak will be primarily responsible for leading rEvolution’s financial strategic guidance and support in this new phase of organizational development across its integrated sports marketing services team, sales group and global presence. Following rEvolution’s exceptional year of expansion in 2018, including a new headquarters in Chicago’s Fulton Market and London agency acquisition, the leadership team will look to Szymczak’s unparalleled expertise across process improvement, growth organization, and mergers and acquisitions to build strategic global financial structures that support the agency’s aspiring expansion and market positioning.

“Emily has incredibly invaluable business insight and financial acumen that she has proven time and again as a financial leader in the marketing industry,” said John Rowady, rEvolution’s President and Founder. “She will be instrumental in steering rEvolution toward realizing our vision to be the global leader in sports marketing.”

Previously CFO of Engine Media with management experience at The Marketing Store and Leo Burnett, Szymczak has demonstrated remarkable financial leadership in the marketing and media industries, both building financial infrastructure for startups from the ground up and taking established agencies to the next level on the global stage. Szymczak graduated with a bachelor’s and master’s degree from the University of Michigan and holds a CPA and CFE. She is located in Chicago and reports directly to the CEO.

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ABOUT REVOLUTION
rEvolution is an independent, fully integrated sports marketing agency comprised of industry experts in consulting and business strategy alongside marketing and creative specialists who produce award-winning sponsorship and marketing campaigns for brands and rights holders throughout the global sports industry. Founded in 2001 with a focus on representing brands in sport, rEvolution’s global headquarters is in Chicago with its international office based in London. rEvolution’s unique intersection of strategy, creative and analytics helps brands drive business through sports, providing clients with a suite of integrated services, including sponsorship consulting, media planning and buying, creative, production and design, experiential marketing, hospitality, public relations, social media, research and analytics. Client partners include Continental Tire, SAS, Northwestern Mutual, Land Rover and Shell. rEvolution has garnered numerous industry accolades, including recognition by Inc. Magazine’s 500/5000 list as one of the fastest growing private companies for an unprecedented eight times and for consistent presence on Event Marketer’s Top 100 It List. Learn more at www.revolutionworld.com.

The post Sports Marketing Agency rEvolution Hires Emily Szymczak as CFO appeared first on rEvolution.

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rEvolution, an integrated and brand-focused global sports marketing agency, moved its corporate headquarters to Chicago’s Fulton Market neighborhood, relocating from the River North neighborhood, where the company operated since it was founded in 2001. The agency occupies the ninth floor of Sterling Bay’s latest development, 210 N. Carpenter.

As soon as the elevator door opens, visitors know they have entered rEvolution, from the illuminated rEvolution “r” to Emerson Fittipaldi’s IndyCar racecar to the company values prominently displayed on banners over stadium bleachers in the atrium. Nearly every detail of the rEvolution office was custom created to tell the story of where the agency came from, who it is and its vision moving forward. Highlighting the 23,000 square foot space is custom steel furniture, a full bar, floor-to-ceiling windows with 360-degree Chicago views, a sky deck overlooking the city, rooftop lap pool and fitness center.

“As we have continued to grow and evolve as a sports marketing company, it has become clear that we need to be in a space that is reflective of our brand and our vision,” said rEvolution CEO and Founder John Rowady. “The office space tells our story and is a reflection of who we are. Culturally, we think moving into Fulton Market is the right choice for rEvolution because it’s an area that will serve our current and future employees, clients and business partners well.”

Whether it is over coffee in one of the nine dedicated conference spaces, small groups in one of the four ‘living room’ areas or brainstorms over beers at the Bear & Rabbit bar, rEvolution’s office offers modest work spaces and a copious amount of common area, creating intentional socialization and collaboration among the agency’s numerous integrated service groups.

Custom aspects tell the agency’s story across the expansive space, including hand-made custom furniture from Atlanta-based Iron Age Office, stadium banners displaying rEvolution’s Core Values from Oxford Pennant, gold leaf accents by Heart & Bone and a Nevco scoreboard from Galatia High School (Galatia, Ill.), with funds from the scoreboard’s sale going toward renovating the school’s gymnasium.

Chicago-based IA Interior Architects worked with rEvolution’s dedicated creative team to oversee planning and execution of many interior design elements of rEvolution’s ninth story suite.

“Collaborating with a company like rEvolution helped to push IA’s design team to think creatively to achieve the unique solutions they were looking for,” said Neil Schneider, Design Director, IA Interior Architects. “The success of this project was blending all of rEvolution’s great ideas and unique personalities into a cohesive design story around their energy, passion, and legacy, creating a space that is truly them.”

rEvolution was the first tenant to move into the 200,000 square-foot, 12-story Sterling Bay Development. The office building hosts Google and Leopardo Companies, the construction firm commissioned by Sterling Bay to build 210 N. Carpenter.

“We are amazed with what rEvolution did with their space at 210 N. Carpenter,” said Sterling Bay CEO Andy Gloor. “We have seen their creative vision and attention to detail firsthand while working with them, and it is certainly on display in their new headquarters.”

The office will serve as a workspace, venue to entertain clients and a destination to host industry forums and new business opportunities.

“Everything in this office is intentional,” said Brian Quarles, Chief Creative Officer, rEvolution. “With floor-to-ceiling windows, the city is part of the office, and the energy of Fulton market and the Chicago skyline is felt throughout. We used the blank canvas of a new office space as an opportunity to tell our story. Everything we put in this office is reflective of who we are as an agency. We have put as much effort into developing this space as we put into developing integrated campaigns for our clients.”

rEvolution moved to its new headquarters in October 2018, exiting its most recent space at 600 W. Chicago Avenue (Groupon, Wrigley, Big Ten Network), where the agency operated in two different offices starting in 2005.

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ABOUT REVOLUTION:
rEvolution is an independent, fully integrated sports marketing agency comprised of industry experts in consulting and business strategy alongside marketing and creative specialists who produce award-winning sponsorship and marketing campaigns for brands and rights holders throughout the global sports industry. Founded in 2001 with a focus on representing brands in sport, rEvolution’s global headquarters is in Chicago with its international office based in London. rEvolution’s unique intersection of strategy, creative and analytics helps brands drive business through sports, providing clients with a suite of integrated services, including sponsorship consulting, media planning and buying, creative, production and design, experiential marketing, hospitality, public relations, social media, research and analytics. Client partners include Continental Tire, SAS, Northwestern Mutual, Land Rover and Shell. rEvolution has garnered numerous industry accolades, including recognition by Inc. Magazine’s 500/5000 list as one of the fastest growing private companies for an unprecedented eight times and for consistent presence on Event Marketer’s Top 100 It List. Learn more at www.revolutionworld.com.

ABOUT STERLING BAY:
Founded in 1986, Sterling Bay is a real estate investment and development company offering full service real estate expertise in leasing, design, construction and hospitality. The firm’s portfolio features adaptive reuse and build-to-suit headquarter projects for major corporations like Google, Inc., Gogo, Uber and McDonald’s Corporation. For more information please visit http://www.sterlingbay.com.

ABOUT IA INTERIOR ARCHITECTS:
Founded in 1984, IA Interior Architects is the first and largest global architectural firm focused exclusively on interior architecture and workplace strategies. IA helps clients in diverse markets worldwide align their business strategies and core values with the dynamic use of space. IA has offices in Atlanta, Austin, Boston, Charlotte, Chicago, Dallas, Denver, Houston, London, Los Angeles, Miami, New York, Orange County, Philadelphia, Portland, Raleigh, San Francisco, Seattle, Silicon Valley, Toronto, and Washington, DC and has partner affiliates in Europe, Middle East and Africa, Asia and Australia, Canada, and Latin America through the IA Global Alliance. For more information, visit www.interiorarchitects.com.

The post rEvolution Lifts Curtain on Its New Global Headquarters in Chicago’s Fulton Market appeared first on rEvolution.

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With the immense growth in esports, Ken Olsen, Sr. Director of REV/XP, rEvolution’s global esports marketing sister agency, chats with GQ Magazine and Marketing Dive, providing expert insight into how brands can really make an impact (or totally flop) when it comes to engaging this passionate fan base.

  • In Ken’s interview with GQ’s style feature writer Cam Wolf, the central question posed, “What Should a Professional Gamer Wear?” In fairly uncharted territory, traditional sportswear companies like Champions, Nike and adidas must rethink their approach when high-performance athletic gear takes a back seat to style. As Ken noted, “They don’t necessarily need performance sneakers to play eSports … They want to look cool when they’re onstage. They want the latest drops and the colorways and the Off-Whites. It’s like, what would any 23-year-old who’s famous and trying to make a name for themselves want to wear?” Check out the full article here.
  • Ken also discussed esports marketing with Marketing Dive’s Shane Schick, particularly highlighting the massive appeal and benefit as well as “inherent risks” brands face when working with professional gamers who’ve amassed large, passionate social fan bases. “They are incredibly savvy on how to communicate with their fans in ways that athletes in traditional sports are not,” [Ken] said. “It’s incumbent on marketers to ensure they’re active with them to maximize the potential brand reach.” See what else Ken had to say here.

Be sure to visit REV/XP for more info on esports marketing.

The post REV/XP in the News: GQ Magazine and More appeared first on rEvolution.

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Ride 100
Our late Director, Rod Kohler, was always one to push people to their limits, in a good way! Even when Rod was diagnosed with pancreatic cancer, he still took part in one of the hardest UK marathons, putting us all to shame! This inspired me to enter the Ride 100, a 100-mile cycle ride across London and the Surrey Hills, to raise money for the charity Pancreatic Cancer UK, and ultimately to show my support for Rod through this difficult time.

I texted Rod to let him know that I had entered the race to raise money for him and to ask if he was happy for me to announce this with his name, his response was something I will never forget: “Oh Gayley, you have made me cry, of course you can”, which was rounded-off with a typical Rod comment: “100 miles is nothing compared to the marathon I have just done, though.”

I mentioned to some people at work that I had entered and managed to rope in a few more members, Anna Blunden and Phylli Vostanis, who both jumped at the idea to raise money for Pancreatic Cancer UK in this fashion and equally show their support for Rod. We met with the Pancreatic Cancer UK team a few weeks later and were horrified by the statistics they shared with us:

  • Pancreatic cancer has the lowest survival rate of all cancers at just 3-6%.
  • Pancreatic cancer is one of the only cancers that has not had improved survival rates over the last 40 years.
  • Pancreatic cancer has less than 2% of overall cancer research funding.

The three of us walked away from that meeting feeling slightly strange, knowing that someone we loved and respected, along with his family, was having to face a mountain of hardship. This was more than enough motivation to find our fundraising skills and raise as much money as possible, with the hope that this money could help save lives in the future.

It is safe to say that the ride certainly consumed our lives for half of the year! We spent evenings training in Richmond Park, with Merrick kindly agreeing to let us leave the office on Tuesdays early to do some longer rides into the Surrey Hills.

Unfortunately, Rod passed away before the ride took place, but his words of encouragement were with us all the way. We are convinced that Rod planned the weather the day of the ride! It had been sunny for months leading up to it, and then on the day we were hit with gale-force winds and hammering rain, possibly the worst cycling conditions you could have. He never liked things to be easy and always believed you should be pushed to the maximum of your ability. I think he would have been laughing from his cloud in heaven watching us navigate the treacherous weather.

The three of us arrived on the start line filled with mixed emotions of excitement and nerves. It was an incredible feeling being amongst thousands of people who were all there raising money for various charities, all enduring the next five hours of pain to make a difference to people’s lives. We set off as a team but due to the horrible weather it was almost impossible to stay together. The wind was so bad we just had to put our heads down and get on with it! I targeted the largest rider I could find and used him as a windbreak, a tactic that served me well. It was a fantastic feeling cycling the roads of London and Surrey with not a car in sight. We all made various friends along the way, everyone sharing their stories and supporting each other even though we didn’t even exchange names. It’s amazing how you spend an intense 30 minutes with someone, sharing all sorts and supporting each other, only to never see them again.

Half way through the ride, we were met by a drenched Tim, who had kindly been waiting in the rain (he forgot his umbrella) with sweets, biscuits, drinks and everything else you can possibly imagine. This is the point that Anna had realised her tyres were basically flat making her conditions even tougher! Action man Tim jumped stepped in, got this fixed and off she went, speeding round the last 50 miles like Usain Bolt running the 100 metres.

We also spotted Merrick in the crowd with his Rolex umbrella (always on brand) and his wife Jane – they had also braved the horrible weather to show their support, which meant a lot to us.

Big crowds, cheering and jumping, aligned The Mall, as we crossed the finish line. The encouragement was like nothing I have experienced before with Buckingham Palace fully insight, too, and I like to think that HM The Queen was most probably watching from her window. As I crossed the finish line, I gave a little nod to Rod, to say ‘this one was for you’. Team rEvolution was out in full force, with Niki and Nick making a special effort to cheer us over the final mile and of course get a video of our finish.

We raised a total of £20,000 and were in the top 1% of fundraising teams for Pancreatic Cancer UK in 2018. It was a truly unique experience and certainly made the bond between Phylli, Anna and me even tighter. We were overwhelmed by the generosity and support that we received from our family, friends and all the people that were clearly so touched by Rod. We received so many messages and donations from people all over the world who had met Rod and been warmed by his infectious personality. Reading through all the messages of support has certainly taught me to be kinder and bolder and always make time for anyone you meet, and this was something that Rod did so well.

There will always be a Rod-shaped hole in our office, but his legacy certainly lives on and we are already planning the next fundraiser in Rod’s memory.

The Kohler Cup
In the wake of great sadness at the loss of our colleague and friend, Rod Kohler, a close friend of the business, as well as of Rod and Merrick, Phil Jennings – a TV producer at IMG – came up with the idea of commemorating Rod with a charitable golf day at a place he loved; Goodwood.

On 16 October 2018, the famous motorsports home of the Festival of Speed and Goodwood Revival welcomed the inaugural Kohler Cup, which got underway with 16 friends and colleagues of Rod, with the incredible support of Rod’s wife and children who joined the group at the 19th hole.

Often referred to as ‘glorious’, Goodwood graciously contributed towards the prizes, along with some incredibly generous participants, including donations from representatives of Mizuno and Quintessential Brands Group. The day helped fundraise a fabulous £520 for Pancreatic Cancer Action – a charity particularly close to the hearts of Rod’s family.

Pancreatic Cancer Action is the only charity that specifically focuses on early diagnosis in everything it does. Its mission is to improve survival rates of those with pancreatic cancer and improve the quality of life for those affected by the disease by focusing on making a diagnosis as early as possible.

Plans are already underway for the second edition of The Kohler Cup, which will return to the rolling Sussex Downs, and there are already teams in place for the 11 October 2019 date.

The post rEvolution fundraises in memory of Rod Kohler appeared first on rEvolution.

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Two years after attending Lollapalooza 2016, I still have my State Farm fanny pack and am forever grateful to Cottonelle for providing ponchos and wipes to combat the horrible weather. When done right, brands can make a lasting impression on festival attendees. While any festival will have its share of endemic partners, music labels, publications and radio promoters, non-endemics can still make a name for themselves – though they have to work harder to make their presence known. As such, brands considering festival sponsorship need to look beyond just building brand awareness and really focus on ways to raise the fan experience.

To gain insight into what’s working (and what’s not) across festivals, rEvolution conducts on-site research that provides a real-time snapshot of guests’ awareness, brand opinion and purchase intent at the event. If your brand is considering sponsoring a musical festival, here are our top three tips and tricks on how to maximize the investment.

1. Stay in it
Bud Light and Toyota have been long-standing partners of Lollapalooza, and each has carved out a signature position that has made both almost synonymous with the festival.

  • In addition to its pouring rights, Bud Light is also the presenting sponsor of one of the main stages, which makes the brand a destination. Just think how often you hear, “Meet me at the Bud Light stage!” The brand’s unaided awareness is off the charts with nearly half of the guests able to recall it.
  • Toyota has been a partner for more than a decade – I have my signature bandanas to prove it. As a result, it is among the top five recalled brands at Lollapalooza. Yes, there is a car on display, but the brand brings in talent to host DJ sets at the brand footprint, and its commemorative memento brings me back every year.

2. Extend your reach outside of the festival
Braving the elements, crowd, heat, etc., for a whole weekend is not for everyone, and many music enthusiasts are choosing to follow the festival from the comfort of their own environment. Red Bull TV does a great job expanding the festival’s reach in broadcasting and live-streaming sets. While its awareness is not as strong as Bud Light’s, the partnership gives the platform an arsenal of content that gives life to the festival well beyond its four days.

3. Create engagement that enhances rather than distracts
Samsung has been a partner of Lollapalooza in past years and has offered a variety of experiences to showcase the brand’s technology. When it came to its virtual reality (VR) experience, only a quarter of guests tried it because it took away from the real-life experience. When guests are there for the music and social atmosphere, it’s important that brands not become a barrier to these interactions.

If curious in learning more about how we can help your brand gauge its impact at festivals, sports games or other major experiential events, message me here. Rain or shine.

Source: rEvolution 2016 Lollapalooza on-site research

The post How to Make Noise at Summer Music Festivals appeared first on rEvolution.

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Chipotle Mexican Grill (NYSE: CMG) today announced its official partnership with DreamHack, the premier gaming and digital lifestyle festival, and ESL, the world’s largest esports company. Already a fan favorite and staple among professional gamers, streamers and fans, Chipotle looks to further establish its esports presence as the official partner of CORSAIR DreamHack Masters Dallas. Chipotle will also serve as the presenting partner of DreamHack Open Atlanta and an integral part of ESL’s Intel® Extreme Masters (IEM) Chicago. Activations at DreamHack competitions will include launching the Chipotle Challenger Series, player and VIP hospitality programs and digital content surrounding the events.

“Our partnership with DreamHack allows Chipotle to become even more engrained in the esports community,” said Chris Brandt, Chief Marketing Officer at Chipotle. “This sponsorship provides the perfect platform to directly engage new and longtime loyal Chipotle fans on-site and online, and we are excited to recognize and reward possible up-and-coming talent in the space.”

“Since launching our first North American event in 2016, DreamHack has been able to continue to grow and capture a larger audience both online and on-site in the United States,” said Michael Van Driel, Chief Product Officer at DreamHack. “Having a partner like Chipotle on board to support what we are already doing while adding more content to the event is tremendously exciting for us. DreamHack Dallas will be the biggest North American event we have hosted to date, and is the perfect location to kick off this partnership.”

Most notably, Chipotle, DreamHack and ESL will be launching the Chipotle Challenger Series, a new on-site amateur tournament that gives attending fans the opportunity to join the competition and prove their skills in some of the world’s most popular games. Champions will win the custom Chipotle Challenger Series trophy, a special card for a year of free Chipotle and one-of-a-kind Chipotle swag. Registration will be open to all event attendees at DreamHack Dallas and DreamHack Atlanta.

“Chipotle’s integration is a natural fit, and we would like to officially welcome them to the ESL family,” said Paul Brewer, SVP, Brand Partnerships at ESL. “The Chipotle Challenger Series is exemplary of how a brand can activate in a smart and creative way that allows fans to join the action.”

In addition to the Chipotle Challenger Series, Chipotle will be sponsoring the player lounges at all three of these high-profile events as well as Rank S Combine. The VIP lounge lets players, talent and celebrities relax and refuel with Chipotle in between games and performances. All of the on-site consumer and VIP experiences will be supported with Chipotle-branded digital content. This content, which will be viewed by fans tuning in all over the world, will feature popular influencers and spotlight the Chipotle Challenger Series as well as all on-site elements.

Chipotle has turned to REV/XP, a global leader in esports marketing and activation, to manage and execute the various components of its comprehensive esports sponsorship with DreamHack and ESL. This includes sponsorship strategy, creative design and experiential production.

“When we initially sat down with Chipotle’s marketing team, they recognized how passionate fans are about the games they play and follow in esports, and Chris’s team really wanted to throw Chipotle’s support behind these passions. The collaboration with ESL, and DreamHack specifically, will appeal to a variety of gaming interests and is a great way to bring value to the space by recognizing and rewarding fans that get directly involved at events. We are privileged to be a part of these efforts,” said Dan Ciccone, Co-Founder & SVP at REV/XP.

The partnership begins with the Chipotle-sponsored player lounge at Rank S Combine April 12-14, 2019 at the MGM Grand Las Vegas. Learn more about the partnership at www.ChipotleChallengerSeries.com and be sure to register on-site for the Chipotle Challenger Series if attending the mentioned DreamHack events.

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ABOUT CHIPOTLE
Chipotle Mexican Grill, Inc. (NYSE: CMG) is cultivating a better world by serving responsibly sourced, classically-cooked, real food with wholesome ingredients without artificial colors, flavors or preservatives. Chipotle had nearly 2,500 restaurants as of December 31, 2018 in the United States, Canada, the United Kingdom, France and Germany and is the only restaurant company of its size that owns and operates all its restaurants. With more than 70,000 employees passionate about providing a great guest experience, Chipotle is a longtime leader and innovator in the food industry. Chipotle is committed to making its food more accessible to everyone while continuing to be a brand with a demonstrated purpose as it leads the way in digital, technology and sustainable business practices. Steve Ells, founder and Executive Chairman, first opened Chipotle with a single restaurant in Denver, Colorado in 1993. For more information or to place an order online, visit WWW.CHIPOTLE.COM.

About DreamHack
DreamHack is all about entertainment for the digital generation. Founded in 1994 as a BYOC LAN party, DreamHack grew over 20 years to a global phenomenon as the digital festival for today’s youth, hosted throughout Europe and North America. DreamHack festivals feature multiple esports competitions, live music, exhibitions, creative competitions, LAN party, cosplay and much more. DreamHack helped pioneer esports and continues to be one of the largest global producers of esports content. Millions of viewers tune in from all over the world to watch DreamHack broadcasts every year. DreamHack events welcomed over 310,000 visitors in 2018.

More information is available at dreamhack.com. DreamHack is part of leading international digital entertainment group MTG. More information at mtg.com.

About ESL
ESL is the world’s largest esports company. Founded in 2000, ESL has been shaping the industry across the most popular video games with numerous online and offline competitions. It operates high profile, branded international leagues and tournaments such as ESL One, Intel® Extreme Masters, ESL Pro League and other top tier stadium-size events, as well as ESL National Championships, grassroots amateur cups and matchmaking systems, defining the path from zero to hero as short as possible. With offices all over the world, ESL is leading esports forward on a global scale. ESL is a part of MTG, the leading international digital entertainment group. https://about.eslgaming.com/

About REV/XP
REV/XP is an industry-first talent management and marketing agency solely dedicated to esports. As a sister agency to rEvolution, REV/XP offers production, event activation, media placement, research, social strategy and analytics and talent management services that are unmatched in the esports landscape. The agency has been instrumental in introducing brands like PepsiCo’s Brisk, Turtle Wax and Chipotle to the esports community. Learn more at www.revxp.com.

The post Chipotle, DreamHack and ESL Team Up to Launch Challenger Series Esports Competition appeared first on rEvolution.

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Following the success of last year’s spots, rEvolution produced the second series of Continental Tire’s American soccer story campaign, featuring USWNT’s Alex Morgan, “Tifo Queen” Vera Zeigler and D.C. United midfield playmaker Russell Canouse.

Celebrating Soccer | USWNT's Alex Morgan - YouTube

Ditching the easier all-star clad, highlight-reel centric sports campaign we’ve all seen before, rEvolution continued to spotlight the untold inspirational, yet relatable American soccer journeys behind not only the sport’s star players but also some of its biggest supporters.

Tifo Queen" Vera Zeigler has the vision behind Atlanta United FC’s spectacles of epic fandom - YouTube

What really makes this content so good? Hand selecting a core group of household names as well as lesser known soccer stalwarts, we put in the time to travel to each of them to capture their authentic passion and stories on their own terms: Alex Morgan embraces the responsibility to make the sport she loves bigger and better for the next generation; Vera Zeigler proves herself the mastermind behind the awe-inspiring game creations that set the tone for Atlanta United’s 90 minutes of play; and Russell Canouse approaches his driving like he does his style of soccer – aggressive and joyful, yet in complete control. Whether you’re a diehard or casual soccer fan, all three stories will hold your undivided attention through the end.

Each spot has a :30s broadcast version airing during 2019 MLS and U.S. soccer matches directing fans to the long form digital content on CelebratingSoccer.com. Additionally, in celebration of the 2019 FIFA Women’s World Cup starting June 2019 and our unwavering support for the defending USWNT, spots for star players Alex Morgan and Tobin Heath plus super fans American Outlaws will broadcast throughout the tournament.

Rising D.C. United midfielder drives the way that he plays - aggressive, but in control. - YouTube

Continental Tire is a key thread in the fabric of American soccer culture, and these spots are a true celebration of this.

The post USWNT’s Alex Morgan Headlines Continental Tire Soccer Series appeared first on rEvolution.

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