North America 2020 Activation Casebook

The third of our 2020 Activation Casebook series

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

15 CASE STUDIES SHOWCASING SPORTS SPONSORSHIP ACTIVATION BEST PRACTICE IN NORTH AMERICA

EACH CASE STUDY profiles an activation produced by a brand and a rights-holder

These case studies feature the most innovative activations created by major brands for America & Canadian audiences

From the likes of: Apple, Budweiser, Mountain Drew, Captain Morgan, Tim Hortons and more.
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The Case Studies

Launched to drive awareness of Canadian coffee chain Tim Horton’s enhanced partnership with Hockey Canada – and generally celebrate the 2019-20 hockey season – the campaign linked the brand to Canadian legen…
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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.

In October 2019, three NFL franchises and their healthcare partners activated their deals under the ‘Crucial Catch to Intercept Cancer’ platform.

November 2019 saw Budweiser celebrate the extension of its NBA official beer partnership with a responsible drinking campaign fronted by LA Lakers star Danny Green.

In October 2019 Budweiser leveraged its NWSL sponsorship through a Megan Rapinoe- fronted campaign that aimed to solicit new sponsors for the US women’s professional league.
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In July 2019, Audi’s American arm launched a new multi-year youth initiative within its MLS activation programme called ‘Goals Drive Progress’.

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.

Lowe’s – NFL home improvement partner and presenting sponsors of the ESPN and NFL Network telecasts – activated around the 2020 Draft with a campaign that adapted to Covid-19 by talking about the importance of the home.

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.

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

When a fan watching the 2019 World Series chose to be struck by a baseball rather than spill his beers, Bud Light sprang into action with a quick turnaround activation spanning online, offline and traditional paid advertising.

Michelob Ultra, the official beer of the NBA, leveraged its rights around the 2020 NBA season restart with a multi-channel campaign led by a Jimmy Butler singalong commercial

Procter & Gamble deodorant brand Secret kicked off conversation about women in sport with a Super Bowl LIV ad spot involving US women’s soccer superstar Carli Lloyd.

At the 2019 World Series, Taco Bell rolled out the seventh iteration of its ‘Steal a Base, Steal a Taco’ campaign with a strand allowing fans to gamble on which player would steal the crucial base.

Bud Light launched a campaign heralding the start of the MLB’s Covid-19-truncated season based around a reworking of the classic song ‘Take Me Out to The Ball Game’. T
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Captain Morgan joined MLS as official rum and spirits partner in 2019, activating through a season-long campaign that spanned stadium signage, around-the-ground street teams and sampling, ticket giveaways, national television ads, OOH work and digital and social content.

In 2019, Chase expanded on its 2018 US Open #ThisMama campaign with Serena Williams, again firing a conversation and debate about motherhood and work.

Should your activation be in our Casebooks?

Also available: The Europe 2020 Activation Casebook

The Europe Activation Casebook is a round up of the best and most innovative sponsorship activation campaigns from Europe in the past 12 months.

This Casebook is the first in a series of four, selecting the best and most innovative activation campaigns in key markets.

Each case study takes an activation produced by a brand and a rights-holder. We then explain the objectives of the campaign, detail the practical elements of the activation and report the outcomes.

As a SportBusiness Sponsorship subscriber, you can read it now!

Click here to download the PDF