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Click the headline above to read the full article. However, here is the key take-away:

"Regardless of the category, the big takeaways for mobile applications remain clear; sponsorship of mobile apps needs to follow the same principals of sponsorship in a traditional setting.

  • Enhance the experience, don’t badge it: Go beyond mobile display advertising to add value. Apps shouldn’t be cluttered with pop-up or banner adds. Instead, separate windows or platforms should be developed for sponsors.
  • Fit is critical: Providing an authentic experience is key. Sponsors should fit with the audience and be a natural extension of the app. For example, Campbell’s sponsorship of Epicurious (gourmet recipe app) earlier this year was a wrong fit from the start. Epicurious users by nature are more likely to make homemade soups by using ingredients from an upscale grocer than sample the latest canned soup from Campbell’s. The two brands did not align well.
  • Less is more: Start by building a solid partnership with one brand – and focus on getting that relationship right. It’s difficult to service and fulfill a suite of new sponsors and simultaneously develop new platforms for multiple partners’ content.

And lastly, it’s most important to keep in mind that any sponsor integration should excite its users, not annoy or anger them. Sponsors and developers have much more on the line if their partnerships are poorly activated – since termination of an app and its user experience is only a click away.”

In a throwback post all the way to August 2011 — here’s a look at how to define your digital and social media sponsorship inventory.

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Click here to read the a full write up in Forbes, but check out these early statistics from Nike’s World Cup “Risk Everything” campaign:
-> Two of their videos featuring social media power house Cristiano Ronaldo and Neymar Jr. Nike Football: Winner Stays (84 million views) and The Last Game (59 million views) are two of most watched digital video brand campaigns.
-> To-date the campaign has generated more than 6 billion campaign impressions in 35 countries covering television, cinema, digital/mobile, gaming, print and outdoor. At least one-third (1/3) of those impressions were on mobile devices.
-> The total campaign has generated a jaw-dropping 372 million views combined.
-> Nike reports the campaign has proved to be their most social and mobile campaign, with 22 million campaign engagements to-date (likes, comments, shares).
-> To-date there have been 650,000 uses of the hashtag #riskeverything in social media.
-> The #askzlatan interactive campaign, where the animated Zlatan Ibrahimovich responds to consumer questions in short personalized films has had over 10.5 million digital views.
-> ‘The Last Game’ Facebook post from NikeFootball is one of the most shared Facebook posts.
Numbers aren’t even the impressive part - the impressive part is that these came from Nike’s CMO. Not a community manager, not a social strategist, but rather - from the person in the very best position to make a multi-platform digital content campaign during a big stag for a major brand a reality. What an incredible ride it must have been for everyone on Nike’s social and digital team to create and launch this campaign.
It’s amazing to see how social media has gone from a one person task to global, top-down strategies with real dollars to back it. 

Click here to read the a full write up in Forbes, but check out these early statistics from Nike’s World Cup “Risk Everything” campaign:

  1. -> Two of their videos featuring social media power house Cristiano Ronaldo and Neymar Jr. Nike Football: Winner Stays (84 million views) and The Last Game (59 million views) are two of most watched digital video brand campaigns.
  2. -> To-date the campaign has generated more than 6 billion campaign impressions in 35 countries covering television, cinema, digital/mobile, gaming, print and outdoor. At least one-third (1/3) of those impressions were on mobile devices.
  3. -> The total campaign has generated a jaw-dropping 372 million views combined.
  4. -> Nike reports the campaign has proved to be their most social and mobile campaign, with 22 million campaign engagements to-date (likes, comments, shares).
  5. -> To-date there have been 650,000 uses of the hashtag #riskeverything in social media.
  6. -> The #askzlatan interactive campaign, where the animated Zlatan Ibrahimovich responds to consumer questions in short personalized films has had over 10.5 million digital views.
  7. -> ‘The Last Game’ Facebook post from NikeFootball is one of the most shared Facebook posts.

Numbers aren’t even the impressive part - the impressive part is that these came from Nike’s CMO. Not a community manager, not a social strategist, but rather - from the person in the very best position to make a multi-platform digital content campaign during a big stag for a major brand a reality. What an incredible ride it must have been for everyone on Nike’s social and digital team to create and launch this campaign.

It’s amazing to see how social media has gone from a one person task to global, top-down strategies with real dollars to back it. 

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Loved this #louissuarez tweet from #Snickers. Great job finding a way to be relevant on social media during the #WorldCup. 

Loved this #louissuarez tweet from #Snickers. Great job finding a way to be relevant on social media during the #WorldCup. 

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Click the headline above to read a great write up on a social program I conceived and launched for the Tampa Bay Lightning.

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Never underestimate the power of one, more, tweet. From one, more, person.

Never underestimate the power of one, more, tweet. From one, more, person.