I’m in Los Angeles this week, enjoying the palm trees and paradisical atmosphere, but also beta-testing results from new research on sponsorship in the digital culture.
Main findings: Digital assets have the unique ability to involve consumers in the innovation process. Both sponsors and seekers understand that the innovation process is an experiment, and, in the best cases, both sides are engaged and committed to the collaborative process.
In addition, digital culture that is sponsor-worthy can broaden the reach of the sponsor and take the brand to areas and audiences that would not be responsive or engaged with a direct approach. Using digital assets well will become increasingly valuable to brand success.
What are some sponsorship best practices? I’m excited to share the results of my research in more detail after concluding this trip. Look for upcoming sponsorship blogs with some striking new ideas.