Case Studies: 5 Top Event Brands
Making an event a compelling branded experience is one of the very best ways to generate loyalty. We’ve examined five high-profile events that have been so successful in branding, they’re more than just events. They’re brands in their own right. Here’s what we discovered.
{case study} Creating Name Recognition: Super Bowl
Photo: Christy RadecicWhen it comes to sporting events, the Super Bowl takes the crown in name recognition, which is one of the ultimate goals of event branding. It’s become such a heralded occasion that fans want to own merchandise with the Super Bowl logo — how many event producers can say that about their event?
Created by sportsman and promoter Lamar Hunt, the Super Bowl had its first game in 1967. “There were a lot of things that Hunt did brilliantly when he proposed the first game, which has contributed to our success in branding over the years,” says Frank Supovitz, NFL senior vice president of events. “One of the most important things was to decide on a neutral location, which was very unusual in its day when considering that any championship game would be held in one of the cities of the participating teams. But by hosting it at a location picked well in advance and opting for a place with warmer weather, it set the stage for something that could be turned into a much bigger event.”
Advanced planning allows for plenty of time to generate interest and create that brand recognition, so Super Bowl planning begins four years in advance. In fact, Supovitz notes, New Orleans has already been selected for the 2013 Super Bowl and planning began this past summer.
“Allowing people to make their plans so far in advance has also allowed for coinciding events to spring up around the Super Bowl such as the Maxim Super Bowl Party, the Sports Illustrated Super Bowl Party, the NFL Charity Golf Tournament and others,” he says. “These events are all possible because there’s plenty of time for planning.”
{case study} Branding through Change: Robin Hood Foundation Gala
Photo Courtesy: David Stark Design & ProductionLast year, 3,700 Wall Street executives, plus celebrities, were in attendance at the Robin Hood Foundation Gala and raised $56.5 million for the charitable organization, which targets poverty in Manhattan. With big-name execs and stars coming out for the event, creating a unique atmosphere each year is part of the draw.
“These people are very sophisticated and have been everywhere and done everything,” says David Stark, president and creative director of David Stark Design & Production, who designs the décor for the event each year. “So when I’m branding, I’m creating a very specific identity for that event experience that is special and unique for people who have pretty much seen it all.”
While the event’s objective remains the same from year to year, the décor allows for variety that keeps it exciting. “I approach each year’s event as though it were an art installation,” says Stark. “Even though it’s essentially the same event, you don’t want to make the exact same picture again and again. I find new ways for the guests to experience the event.”
Stark also makes an effort for the décor to have meaning infused into it. Last year he took some of the items that Robin Hood’s recipients were in need of and created décor out of them. For instance, recipients were in need of alarm clocks, so Stark created an entire wall out of alarm clocks. He even replaced traditional centerpieces with donated laptops that showed a photo of a flower arrangement while also sharing important messaging.
{case study} Incorporating Other Brands: NASCAR
Photo Courtesy: Harold Hinson PhotographyIn terms of branding, NASCAR has been the ultimate success story in creating an environment where other corporate brands are part of the overall experience of each event. Sponsorship opportunities are considered for virtually every facet of a NASCAR race or event. From the cars themselves to the racing suits that drivers wear, the experience offers many ways for corporate brands to connect with the audience.
“Branding is the backbone of motor sports,” says Jay Howard, president, JHE Production Group, which produces the programming and entertainment for all NASCAR events. “When the Winston brand was first used as a title sponsor for NASCAR in the ’70s, that was a benchmark that started an almost endless stream of companies wanting a billboard on the car. This kind of brand connection with athletes was unprecedented in professional sports at that time and it created brand loyalty which sports marketing had never seen before. For a long time, Dale Earnhardt Jr. fans only drank Budweiser and Dale Earnhardt Sr. fans religiously had Chevys in their driveways.”
Even today no sport has linked loyalty to the athlete with loyalty to a corporate brand so successfully. For that reason, Howard says they are constantly thinking of ways they can increase signage opportunities. For instance, prior to a NASCAR race, all of the opening entertainment is performed on a heavily branded stage, but then JHE has only five minutes to get the stage completely off of the raceway so the race can begin.
“We’ve created this 25-foot stage that actually folds up and can disappear quickly,” says Howard. “We have to consider creating as much signage opportunity as possible, despite the fact that we have to get rid of it quickly, so that meant a large stage that can fold down. We’ve even created some platforms for which branding is their sole purpose in life.”
{case study} Letting the Event Create its own Brand: Macy’s Thanksgiving Day Parade
Courtesy: Macy’sThe oldest of all the events we profile here, the Macy’s Thanksgiving Day Parade began in 1924, and has remained true to its original identity as the years have passed. Today’s parade makes use of most of the same elements from that very first jaunt through the streets of Manhattan. From its conception, the event’s pinnacle has been the arrival of Santa Claus at the end of the parade, who officially declares the holiday season has begun. It’s certain “untouchable” elements like this one that have contributed to the parade’s recognition.
“Santa Claus has evolved a bit over the years, perhaps with more elaborate dress, but that piece of the parade has remained the same from the very beginning,” says Amy Kule, group vice president, national events and partnership marketing for the Macy’s Parade & Entertainment Group. “Santa Claus still shows up as the last character, and is still the star of the show.” The balloons, for which the parade is famous, have also been a core element since the beginning, though the balloons have gotten more detailed over time.
While the Macy’s Parade has become so well-recognized over the years that it’s become a brand in itself, Kule says that what’s loved about it is that it’s remained so untouched. For that reason they’ve avoided merchandising and other elements that might push the parade as a brand.
“There hasn’t been a great initiative to turn this parade into a brand, but instead we’ve just let it happen the way it’s happened,” says Kule. “We don’t want to dilute a good thing and have pulled back from merchandising and focused more on just producing pure, wholesome entertainment.”
{case study} Consistent Messaging: International Consumer Electronics Show
Courtesy: Consumer Electronics AssociationThe International Consumer Electronics Show (CES), the world’s largest consumer technology trade show, began in 1967 and has been picking up momentum ever since. Over the years it has gone from a show that centered primarily around manufacturers and retailers to one that Hollywood, entrepreneurs, the music industry and even the general public is interested in. Celebrities are often part of the event as special guests of exhibitors — Tom Hanks and Usher, for instance, made guest appearances for Sony at the 2008 show — or because they simply want to drop by the show floor to see it for themselves.
While tech gadgets becoming more fascinating each year certainly generates considerable interest in the show, show producer the Consumer Electronics Association (CEA) also works very hard at branding each year’s event.
“One of the most basic, but important, things that we do every year is to produce a brand book that is distributed to anyone who might be involved,” says CEA spokesperson Tara Dunion. “It has the specific colors and any other information they might need on the branding of the upcoming show, including our exact logo. This way, if they use the logo, they aren’t trying to make their own or re-create ours.”
Dunion adds that consistency is incredibly important when it comes to successful branding. Because it’s a trade show, and a variety of companies are included, relaying information to everyone involved is crucial. The brand book has been the easiest way to get the branding message out to everyone who might be sharing it.
Contributor Lindsey Getz is a freelance writer based in Royersford, Pa. Contact: lindsey.getz@yahoo.com