oa Journal of Marketing - Sponsorship and sales : turn your fans into buyers

Volume 2011, Issue 06
  • ISSN : 1811-9565



There are enough good memories about the '95 World Cup to fill a Yellow Pages printed in size 6 font. Moments like that are meant to be remembered and, thanks to Kodak cameras, everyone who was at Ellis Park got to record it for themselves. At the closing ceremony of the 1996 Atlanta Olympic Games, Kodak coordinated a camera-flash Mexican wave. Not simply for effect or visual spectacle - if you were in the crowd that night, you got to keep the camera too! This is the most memorable connection your desired audience can make with your product; it is an emotional bond at its best and delivers first prize for brand hype, product-related talk and memorability.

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