The year is just past the halfway mark and there have been some interesting sponsorships that have happened so far. From the Super Bowl to the biggest music festivals, we’re going to give you the sponsorship highlights from the first half of the year.
Pepsi Super Bowl XLVII Halftime Show featuring Beyoncé (and special guests)
In the lead up to her performance at this year’s Pepsi Super Bowl Halftime Show on February 3rd, Beyonce and Pepsi decided to create the first ever crowd-sourced introduction for the show. Fans were encouraged to submit photos of specific “poses” in hopes of being selected to appear in an on-air introduction welcoming Beyonce to the stage. The hashtag #PepsiHalftime was used for this contest.
In front of a live audience of 71,024 and a worldwide TV audience of 164.1 million, Beyoncé put on a halftime show of a lifetime at Super Bowl XLVII. She went through a few of her biggest hits before her former Destiny’s Child group mates came on stage for their long awaited reunion.
Myspace Secret Shows presented by Chevrolet
Chevrolet partnered with social networking platform, Myspace, to bring in 10 musical acts during the SXSW Music Festival from March 14-16. The point of this partnership was to host a memorable event that promoted the Chevrolet brand through music. The only ways to get into the shows were to connect with the performing artist on Myspace on a first-come, first-served basis, or through a ticket drawing for SXSW badge holders.
According to Chris Perry, Chevrolet US VP of Marketing, “This partnership continues Chevrolet’s tradition of embracing music as diverse as the millions of customers who buy our cars, trucks, and crossovers.” The musical acts that performed were: Kid Cudi, Hit-Boy, Diplo, Flying Lotus, Sleigh Bells, Dillon Francis, Thephilus London, ?uestlove, and Justin Timberlake.
H&M Loves Music Coachella featuring Santigold
In its fourth year of being an official sponsor of Coachella, H&M decided to host the first ever, exclusive Coachella pool party called, ‘H&M Loves Music Coachella’. This 500-person event took place on April 13th at the Merv Griffin Estate, and the celebrities that were in attendance included: Diane Kruger, Joshua Jackson, Julianne Hough, Darren Criss, Sophia Bush and Justin Chatwin. The highlight of the afternoon was a lively and crowd-pleasing performance by recording artist, Santigold.
Official Governors Ball Music Festival Kickoff Party Hosted by Skyy Vodka
Skyy Vodka was the official spirit of the Governors Ball Music Festival and also hosted the official kickoff party on a luxury yacht…that’s right, a yacht! It was an invite-only affair that featured DJ sets by James Murphy (DFA / LCD Soundsystem), Baio (Vampire Weekend), Ladies Night and Tennessee Thomas. More than 800 guests, including celebrities Anna Kendrick, Chace Crawford, Olivia Palermo, Harley Viera-Newton, Leigh Lezark, Aziz Ansari and David Cross, sipped on specialty SKYY cocktails.
“We are thrilled to partner with The Governors Ball Music Festival to be part of New York’s largest and most high-profile music event and to support such exciting, ground-breaking talent,” said Umberto Luchini, Head of Marketing, SKYY Vodka. “Music festivals and cocktails go hand in hand and this summer’s Governors Ball celebration reinforces SKYY’s continued commitment to innovative marketing programming targeting key tastemakers and music enthusiasts.”
Gatorade and the 2013 NBA Finals
If you happened to be watching this year’s NBA Finals from June 6-20, you probably noticed Gatorade logos in almost every shot: Miami Heat guard Dwyane Wade dunking the ball with a big ‘G’ under the basket, Spurs head coach Gregg Popovich calls a timeout and there’s a giant orange cooler right next to him.
“Gatorade’s investment in the NBA Finals is a smart business move,” said Matthew Ong, Retail Analyst at NerdWallet to FORBES. “While the brand is starting to emphasize print media over TV – hypothesizing that print gives a better medium to tell the story of the newer Gatorade Prime chews and Recover beverage shakes – TV is still king for Gatorade’s established sports drink business. Print can tell a nutrition story; high profile TV ads remind viewers who’s on top.”
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