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American Eagle realizes how important brand communication has become today and hand in hand with events.
In studies like one of Marketing Charts realizes how important it has become event marketing.
Within the Marketing Event sponsorship elements show how important communication becomes.
American Eagle made a promotional activation of its sponsorship in the ax Ceremony and dressed their stores with decorative elements from the show.
The action is an interesting promotional proposal for an event that leads brands to consolidate increasingly valuable tasks, especially when in studios like one projected by MarketingCharts found that face-to-face events were highly effective for 44 percent of respondents, while 32 percent found them effective and 22 percent said they were moderately effective, helping us understand why brands as American Eagle extend sponsorship in Ax Ceremony with activations in their stores.
Event marketing goes to retail
The marketing event goes to retail and now turns stores into extensions of their stage, a promotional resource that helps us see how sponsorship of this type of meeting has evolved.
The last action of this type we saw with American Eagle Mexico, which according to sources close to the brand consulted by Merca2.0 led to the activation of the branches on Avenida Madero, in the Historic Center of CDMX; Delta Park and Antara Polanco.
As part of the activation, we saw that the stores were dressed in the classic psychedelic colors of the Ax Ceremony event, both on the walls and in the showcases and boxes, in order to make the most of the sponsorship.
The event of ax Ceremony is scheduled to take place on the first and second of April, when artists such as Travis Scott, Yoshi, Moderat, Fred Again, Honey Dijon, Mehro and Josh Steers. The attendance of Rosalía, Julieta Venegas, Trueno, DJ Guapis, among other artists, is also contemplated, while the sponsors of the event also include Citibanamx, Magnum, BacardiHennessy, Pepsi, Doritos, Jack Daniel’s, Benetton, AeromexicoHellmann’s, Yes, among others.
Other cases of sponsorship that we have seen include cases such as that of hisense and the soccer World Cup that took place in the Middle East, where they warned of how important communication has become through event sponsorships.
“At Hisense we are big football fans and we know that two things are true. First, soccer fans can’t get enough of the World Cup FIFAso we are delighted to bring our consumers the best, most complete and easiest access to the FIFA World Cup programming”, explained Alex Zhu, Group Vice President, at the time. hisense and president of Hisense International.
Both examples, the ax Ceremony expanding its branding for promotional purposes to stores that sponsor the meeting, as well as the World Cup that led to hisenseas sponsor of the event, take advantage of said meeting to carry out activations such as the FIFA World Cup Dailydetermine the value of the content and how important identification with audiences has become through activations that highlight the value of innovation in the way sponsorship is communicated and identification with audiences is sought from this relationship.