It seems that Motel 6 has done a good job with their latest sponsorship deal by partnering with the Ronald McDonald House Charities (RMHC). Companies are often looking to align themselves with organizations that share their values, while also having the opportunity to reach a new set of eyes. Motel 6 managed to do just this by teaming up with an organization that, like their popular motel chain, provides a comfortable place for families to catch up on sleep and relax. Of course, the RMHC provides this service for the relatives of hospitalized children, which Motel 6 is happy to support.
The Accor owned motel chain is activating their partnership with this internationally recognized cause by providing $300,000 and a Web site devoted towards accepting donations for the RMHC. Motel 6 also noted that that their employees will have the opportunity to volunteer their time and energy in aiding the not-for-profit.
Good job on both sides in creating a partnership that encourages brand recognition and an enhanced experience for all involved.
For more info check out:
Check out how people feel about sponsors providing a good time during a tough economy:
Check out how much NASCAR fans really do know the sponsors:
As we have mentioned before on the Performance Research blog, certain activations have a way of reaching out, engaging people and in turn creating a lasting impression. Now while not all activations hit the mark, we were happy to see a great showing from AT&T at a recent basketball related fan festival in San Antonio, Texas.
AT&T had a large corral where they offered seven different stations, each containing either a basketball themed game or the use of one of their products. Once you visited every station, you were rewarded with an AT&T branded basketball themed gift. What was so unique and beneficial to this activation was how they were able to seamlessly integrate their products with the sport, thus creating a great brand experience.
It’s good to see when sponsors take advantage of an opportunity like this and truly play on the passions of the crowd. We’re looking forward to seeing more like this from AT&T and others!
"Shoot the basket with 3G Speed"
Both Tiger Woods and Ben Rothlesberger have had their public image severly tarnished through acts of indecency over the past few years. Now while you would be hard pressed to call either of them role models after learning about their less than stellar ethics, both of them have managed to maintain high profile sponsorship deals for playing their respective sports.
This raises a very interesting question when thinking about sponsorship of individual athletes. Is it OK for companies to focus their marketing dollars on people that display negative moral actions, even if their on field (or on the course in Tiger’s case) performance is excellent? Should sponsors be held to an ethical standard? This is a debate that could go round about many times. However, even if sponsors continue to support people like Tiger and Ben, perhaps they should also look to partner with certain athletes that the public holds in high regard.
Just a few days ago, hockey star Brooks Laich was driving home after his team, the Washington Capitals, suffered a crushing Game 7 loss to the Montreal Canadiens in the NHL playoffs, when he noticed two stranded motorists on the side of the road. Laich went on to pull over and change the tire for what happened to be two of his biggest fans. Although the mother/ daughter fan combo were upset about the car and the game loss, they could not have had better things to say about Laiche, who they referred to as an “angel” in a Washington Post article. The same article also resulted in hundreds of postive fan comments about Laiche and how “he is such a great guy”.
What about Brian Davis? Two weeks ago he gave up the chance of winning his first ever PGA tour event through an act of incredible sportsmanship. Davis, who was in the midst of a playoff with Jim Furyk, called himself out on a penalty that went unoticed. This ultimately cost him two strokes and the tournament. Again, after seeing this display of moral fortitude, feedback from fans around the world was exceedingly positive.
Perhaps teaming up with the “good reputation” guys that we mentioned above, will not only help sponsors reach sports fans, but their partnership with these positive icons can translate into brand recognition amongst the general public. Of course, we do understand that endemic brands like Nike will continue to sponsor athletes based on performance merits, but perhaps they can put a bit more effort into marketing themselves alongside some of the more virtuous athletes in the business.
In preparation of another Newport summer, we are not only getting ready for a busy season of research, but we are installing a new roof deck as well!
Check out the pic below and we’ll keep you updated on progress. Make sure to plan a visit!