By constantly innovating and adding brand value to the festival experience, Heineken is an avant-garde player in this type of activation. The brand succeeds in generating buzz well beyond the parameters of the event.
The beer brand often looked to the festival as an opportunity to try innovative new activations, and it was one of the first brands to consider the audience experience in its concept development.
You don’t hear a lot about sponsorships that are geared to the B2B world. It is an under-developed sector that Siemens and Disney are leveraging to its full potential.
The partnership between Siemens and Disney serves as a great example. Its main goal is to drive sales, push business development and position the brand with potential business clients. In a lot of ways, the ties between the two companies look more like a joint business venture.
AkzoNobel launched the project “Let’s Colour”, whereby the company and its paint brands around the world (including Dulux) supply cities with paint as a way of adding colour to people’s lives. More concretely, the initiative serves to distribute paint products free of charge and, in some markets, to get employees involved in paint projects in underprivileged neighbourhoods or with community organizations.