http://www.nzsponsorship.co.nz/blog/ An RSS feed for the new zealand sponsorship* agency EN Telecom  guests were treated to VIP luxury at the  Big Day Out 2010.  Guests took in the action from an elevated deck, which was specially designed to provide shade and the best seat in the house. NZSA  staff  perfected their 'mixology' skills and quenched the crowds' thirst by serving super chilled mocktails.]]> 15/07/2010 15/07/2010 5:45:45 p.m. http://www.nzsponsorship.co.nz/blog/?view=plink&id=17 17 Speight's Summit dominated the plaza with massive cues for the Speight's Summit Dodgeball Court. The Summit DJ's had record crowd numbers rocking out in front of the VIP stage. The Speight's Summit Perfect Girls ensured everyone had a great time, throwing prize balls into the crowd with rugby legend and Speight's ambassador Dallas Seymour.
]]> 15/07/2010 15/07/2010 4:33:44 p.m. http://www.nzsponsorship.co.nz/blog/?view=plink&id=18 18 'The King is Coming Ads' (A fat joke in a Fast Food Ad? - Hilarious!), but there have also been a few more undercover sightings. I am of course talking about him surprisingly appearing in the ring at the Tua - Ahunanya bout, with the well orchestrated "Tonight I'm going to Burger King" quote by Tua after the fight. Initially it sounded like an empty phrase, well rehearsed by Tua and never meant to be actioned, but when this piece showed on One News, Burger King would have gotten more PR value they would have dreamed of.

This is sponsorship done differently. No heavily branded venue, no naming rights, no sweepstake competitions, and no flyer distribution. Experience is the key word. The King has given the live audience and large TV viewership a memorable experience that stood out from the ad clutter surrounding the fight promotion and would certainly have been a topic at the proverbial water cooler.

Burger King will know that they would reach a very specific market at the Boxing event and since they don't have a niche market, it seems like they have tried the same concept with this little stunt on TVNZ Breakfast (forward to 2:28), where the King appears in the middle of a movie review and gives out free Whoppers to the hosts. Again, even though it would have been paid for, it seemed ad hock and was very different from the usual advertorial format that is often utilised in breakfast shows and is therefore likely to stick in people's heads for longer.

Taking an integrated approach, BK's facebook page is part of the menu and facilitates BK fans telling their story of seeing the King, thus making single experiences touch more consumers and in the process making them more relevant to the storytellers.
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