Americas

At 2020’s Super Bowl LIV in Miami, NFL telecoms partner Verizon showcased the capability of 5G with an immersive experience.

The North America Activation Casebook is a round up of the best and most innovative sponsorship activation campaigns from the US & Canada in the past 12 months. Read it now

To celebrate the start of the Vancouver Canucks’ 50th season in 2019-20, the team linked up with coffee and donut chain Tim Hortons as presenting partner of a pre-season scavenger hunt.

As the Toronto Maple Leafs took on the Bruins in the 2019 Stanley Cup playoffs, Tim Horton’s launched a local OOH, in-store and social campaign that reversed the name of the brand’s famous Boston Cream donut.

The sponsorships of the four tennis Grand Slams – plus the ATP and WTA Tours – had a combined contract value of approximately $367m in 2020.

In January 2020, Dunkin’ Donuts launched a player-fronted campaign around the NHL Winter Classic to promote its Cold Brew Coffee.

In Colombia, Budweiser used its official partnerships with the Premier League and LaLiga to create a 2019 campaign based on famous goals from the two leagues.

Late July 2020 saw NHL partner Apple mark the return of hockey after its pandemic shutdown with a campaign called ‘Hockey Tape’, part of its ongoing ‘Shot On iPhone’ marketing platform.

For the 2019-20 NFL season, hotel partner Courtyard by Marriot’s season-long activation programme climaxed with the fifth iteration of its ‘Super Bowl Sleepover’ contest.

To promote its new personalised delivery service, US used car retailer CarMax penned a partnership with the NBPA for an autumn/winter campaign led by a series of TV ads, social spots and surprise stunts.

Deloitte’s activation around the 2020 US Open involved designing an augmented reality app experience for golf fans unable to attend the event due to coronavirus restrictions.

Budweiser’s 2020 Super Bowl campaign was a patriotic, 60-second commercial driving home the message that the American spirit is still alive and thriving.

This mobile first, GIF-led campaign leveraged the 2020 All-Star Weekend through a collection of Joel Embiid GIFs and encouraged fans to celebrate the three-day event via Giphy.

Rakuten House was a branded space erected in Chicago to leverage the ecommerce brand’s rights around the 2020 All-Star Weekend.

Through the 2019 season, AAB activated its rights as the title partner of the Formula E racing series through a short-form content series based on solving contemporary urban challenges.

Filmed at an empty Churchill Downs racecourse, Woodford Reserve’s ‘My Old Kentucky Home’ spot was an homage to the delayed 2020 Kentucky Derby.

P&G detergent brand Tide used the start of the 2019 NFL – and its NBC media partnership – to kickstart a national debate about the best night to do laundry.