Crafting Brand Moments: The Art of NYE Sponsorships
When it comes to building brand awareness, the right placement is just as important as the grandeur of the platform.
As we look back on the festivities that welcomed 2024, let's dissect the strategies that made some brands stand out in Times Square, while others receded into the background despite the grand stage.
Brand Impact
A brand's presence is not just about being seen but being remembered. We loved that Kia's campaign offered sustained presence throughout the day and night. At our party, there was some discussion about whether the countdown logo placement may have been a waste. And on its own, it might have been, but Kia went far beyond the logo. For example, Kia showcased its’ vehicle’s towing capacity when delivering the 2024 signage to Times Square, a great product highlight and brand tie-in. Similarly, the Planet Fitness party hats were easily one of the more recognizable festive features of the evening, getting coverage from every angle of the night.
Don't underestimate the power of a well-placed logo or a creatively branded moment. That visual “stickiness” can be just as important as the duration of exposure, and the more that a brand can be interwoven into the fabric of an event, the more of an uptick they will see in brand recall.
Opportunity Alignment
Finding the right sponsorship fit is all about that natural connection. For example, Planet Fitness struck sponsorship gold by tapping into the get-fit resolutions on everyone’s minds. It’s all about timeliness and seasonality, cultural relevance, and knowing what your competitors are up to, as well as what you’ve got planned for your next big campaign. I think we all felt motivated to get fit with the launch of Planet Fitness ‘Mother Fitness” campaign launch featuring Cardi B, not to mention the calories we all burned dancing.
And it’s super important to match the event with who’s actually watching. If your brand’s big with the local crowd, a national event might not be your best bet. The goal is to find that sweet spot where what your brand stands for and what the audience resonates with are totally in sync.
Innovative Brand Presence
Expensive sponsorships aren't the only avenue for impact. Innovative approaches like Google's year-in-search recap intertwine brand messaging with compelling content, delivering value without the cost of traditional sponsorship. Our team stopped mid-conversation to watch and comment on the most-searched phrases of the year, a light-hearted recap of the biggest moments of 2023. The Google brand was seamlessly woven into the very essence of the night, a huge win in our books.
Similarly, well-timed social media campaigns can resonate with global audiences, often at a fraction of the cost.
Your Brand’s New Chapter
Whether you're looking to make a big statement or find a smart, budget-friendly way to ride the wave of the New Year's Eve excitement, Howard and Taylor are here to help you craft a strategy that not only captures attention but captures hearts and minds.