IEG SPONSORSHIP REPORT · IEG SPONSORSHIP REPORT EMERGING CATEGORY ... Other companies in the...

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IEG SPONSORSHIP REPORT

EMERGING CATEGORY

HOW ORIG3N IS USING SPONSORSHIP TO CREATE THE WORLD’S LARGEST CELL REPOSITORY Biotech uses sponsorship to crowdsource blood samples and promote genomic assessment services. The ongoing evolution in the health care industry continues to create new sponsorship opportunities for nearly every type of property. And a growing number of sponsorships are coming from nontraditional companies. Orig3n is sponsoring pro sports teams, music festivals, endurance sports and nearly every other type of property to support its goal of creating the world’s largest, most diverse stem cell repository. The two-year-old biotechnology company hopes to accomplish that goal by crowdsourcing blood from event attendees. Recent deals include the NFL San Francisco 49ers and the Euphoria, Riverbend and SunFest music festivals. The ties build on a portfolio that includes official and/or vendor status at endurance sports events (Boston Marathon, Crescent City Classic, Rock ‘n’ Roll Marathon Series, etc.); motorsports races (Duck Commander 500 NASCAR Sprint Cup Series race at Texas Motor Speedway, etc.) and the Wizard World Comic Con series. The company also served as the official personal health sponsor of last weekend’s Zappos.com Bay to Breakers footrace, an event it has sponsored for the past two years.

Orig3n looks to engage consumers in two ways at events, according to a document distributed to rightsholders. Help advance medicine and science. Consumers can contribute a half teaspoon of blood to advance medical research and treatments for genetically inherited diseases. Scientists will use the blood samples to generate induced pluripotent stem cells (iPSCs), which will in turn be used to create human body tissues. Orig3n will use the cells to test drugs for efficacy, screen medications for toxicity and measure response to gene therapy, among other applications. Promote fee-based services. In addition to advancing medical research, Orig3n is using sponsorship to promote the

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MAY 16, 2016



• LifeCapsule. The membership service allows consumers to store immortalized pluripotent stem cells in Orig3n’s cell biorepository. Customers can access the iPSCs for future personalized medicine applications. • LifeProfile. Orig3n is using its on-site footprint to promote three genomic assessment services: o FitCode: A report that analyzes 28 genes related to six fitness attributes: exercise recovery, power performance, muscle strength, endurance, metabolism and joint health. o Aura: A report that provides insights into skin health including elasticity, hydration and UV sensitivity. o How Superhero Are You? A genetic assessment “developed in the spirt of Comic Con” that allows consumers to see what their superhero strength might be. The report analyzes three attributes: speed, strength and intelligence.

While the uniqueness of Orig3n and on-site blood draws may raise a few eyebrows, every property contacted by IEG SR gave the company a positive review.

“They were fantastic to work with. People were saying they needed to donate blood to a great cause,” said Megan Paty, SunFest sponsorship manager. Orig3n reached its blood donation target by the fourth day of the five-day event, she said.

Chattanooga’s Riverbend Festival contacted the Boston Marathon and Marine Corps Marathon for references prior to signing a deal. Orig3n has a vendor presence at the two events. “They both gave them glowing endorsements,” said Mickey McCamish, Riverbend Festival director of sponsorships. Other companies in the direct-to-consumer genetic testing category include 23andMe, FitnessGenes, DNAFit and Nutrigenomix.

Sources Orig3n, Inc., Tel: 617/943-7800 Riverbend Festival, Tel: 423/756-2211 SunFest, Tel: 561/659-5980



STRATEGY

INSIDE NEW YORK MEDIA’S EVOLVING EVENT STRATEGY Media company adopts revenue-driving sponsorship model. New York Media is taking a decidedly non-media approach to sponsorship. The owner of New York Magazine, Vulture.com and other online destinations is changing its business model for Vulture Festival and other proprietary events as it seeks to expand its footprint outside New York City. While the company previously used events as a platform to offer added-value benefits to advertisers, it now focuses on driving incremental sponsorship revenue.

Demonstrating the strategy in action, New York Media has a signed several new partners for the May 21-22 Vulture Festival, a two-day pop culture confab that features live performances, comedy, podcasts and other programming The sponsorships are all separate from Vulture.com and other media platforms. The festival has expanded its audience, added new programming and moved into larger venues since its 2014 debut, said Larry Burstein, New York Media publisher. “We know it can live on its own. It doesn’t have to be an add-on to a media buy in the way that so many magazine titles operate. We made the decision to take it away from media sales and make it its own business line.”

New York Media also is using the sales strategy to support its national aspirations The company plans to take Vulture Festival to additional markets within the next few years. “We realized it’s something we can take to other cities and do a series of Vulture events throughout the year.”

Hires Dedicated Sponsorship Rep, Expands Inventory New York Media kick-started the new strategy with the June 2015 hiring of Daniel Jasper as director of sponsorships, a new position. In one of his first moves, the sales vet secured partnerships with WNBC-4, Outfront Media and other media outlets to supplement the festival’s media inventory. “We wanted to make deals with media companies first, and then merchandise that inventory throughout the fall and winter.”

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MAY 16, 2016



New York Media secured four new endemic (DirecTV and TNT) and non-endemic sponsors (Casper and Citi) for the 2016 Vulture Festival. The event also renewed a partnership with Hulu.

While Citi has purchased media inventory in the past—and sponsored other New York Media events (New York Taste presented by Citi, etc.)—the other companies are entirely new to the company.

Case in point: Casper is sponsoring the Casper Podcast Lounge, a new platform for the 2016 festival.

Jasper contacted the direct-to-consumer online mattress retailer after researching companies that actively sponsor podcasts. “We want our podcasts to feel authentic, so we want those companies to be represented.”

Casper will activate the tie by displaying mattresses—some of which attendees and podcasters will sit on—in the Casper Podcast Lounge. The lounge will serve as the location for recordings of Reply All, How Did This Get Made? and other podcasts.

While Casper will not receive ads in the podcasts, the company will gain mention in podcasts created from other festival programming, said Jasper. That includes a live table read by Amy Poehler, Billy Eichner, Nathan Lane and other stars and guest stars of Hulu’s Difficult People.

Source New York Media, Tel: 212/508-0700



SIDEBAR

DIRECTV DIALS IN NEW SPONSORSHIPS TO PROMOTE ORIGINAL PROGRAMMING Perhaps best known for its NFL Sunday Ticket package, DirecTV is upping its presence at film festivals and other entertainment-centric properties to bolster its positioning as a premier entertainment brand.

The satellite service provider will use its new partnership with New York City’s Vulture Festival to promote two original TV series: Kingdom and You Me Her. The two shows run on the company’s Audience Network.

“The Vulture Festival draws young entertainment fans, and we want to make sure we’re in the conversation as a content creator. We have our own original programming, and you might not know that if you don’t have DirecTV,” said Rob Stecklow, DirecTV general manager, sports and sponsorship.

DirecTV also will use the festival to build buzz around the fall launch of a new over-the-top streaming service. The company will use the tie to reach the growing number of consumers opting for streaming services as well as those who live in apartment buildings and may not be able to access satellite TV.

“Coming soon, you won’t need a satellite dish to see our great programming.”

DirecTV will activate Vulture Festival with the DirecTV Studio, an on-site footprint where attendees can relax, listen to music and charge their phones.

Other ties include the ATX Television Festival, Sundance Film Festival and the Tribeca Film Festival, the latter of which is presented by parent AT&T Inc.

Source DirecTV, Tel: 310/964-5000

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SIDEBAR

EMERGING CATEGORY: MATTRESS E-RETAILERS

The mattress category has joined the growing number of industries going through disruptive change.

The primary reason: online mattress companies.

Companies ranging from Casper to Saatva and Ketsa are upping pressure on brick-and-mortar retailers by selling mattresses directly to consumers. The companies offer competitive pricing, free shipping and generous return policies, all of which are designed to appeal to millennial consumers.

And consumers are paying attention.

Three of the six fastest-growing e-retailers in the Internet Retailer Top 500 Guide were online mattress companies, according to the online publication. Casper (290), Saatva (300) and Leesa (499) were all new to the list.

And at least two companies are using sponsorship to promote their wares.

Casper will sponsor the Casper Podcast Lounge at the May 20-21 Vulture Festival in New York City, while Leesa in March served as the title sponsor of the sports and fitness expo at the Yuengling Shamrock Marathon in Virginia Beach, Va.

Other companies in the online mattress category include Helix Sleep and Tuft & Needle.

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ABOUT IEG AND ESP PROPERTIES

IEG has shaped and defined sponsorship over three decades. It is the globally recognized source for industry insights, trends, training and events via sponsorship.com, its annual conference, online publications, trend reports, surveys and webinars.

IEG is part of ESP Properties, a WPP company. As a commercial and creative advisor for rightsholders, ESP Properties helps organizations unlock greater value from their audiences and brand partnerships.

Our consulting team assesses and advises how to grow the value of rightsholders’ commercial programs. We do this through a full range of services across data, digital and content development to better understand audiences and create more relevant ways to engage with them. This provides brand partners with new ways to connect with communities of fans and followers, growing the potential value of commercial partnerships.

Our sales team provides partnership strategy and sales representation to the world’s most active sponsors, within and beyond the WPP network of brand clients. Through WPP we have extensive contacts and deep insights into what it takes to create successful partnerships.

For more information about IEG and the sponsorship industry, please visit www.sponsorship.com, www.espglobal.com, or call +1 312 944 1727.

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