Sponsorship Activation Case Study: Brian Dawkins Retirement
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Questions and Answers

What was the main goal of the partnership activation tied to Brian Dawkins' retirement?

  • Achieve national media coverage
  • Focus on international fans
  • Engage 7 million regionally-based Eagles fans (correct)
  • Only engage the 70,000 fans inside Lincoln Financial Field

    • Which sports property was involved in the successful sponsorship activation for Brian Dawkins' retirement?

  • Golden State Warriors
  • New York Jets
  • Philadelphia Eagles (correct)
  • Los Angeles Lakers

    • What were the partners offering to engage fans beyond those present at Dawkins' retirement ceremony?

  • A movie premiere
  • A music concert
  • A golf tournament
  • A NASCAR race, an NFL Sunday Night Football Game, and a meet-and-greet with Dawkins (correct)

    • What did the partnership aim to achieve through using Brian Dawkins' image and positive affinity with Eagles fans?

    <p>Common goals related to sponsorship activation (C)</p> Signup and view all the answers

    The partnership activation for Brian Dawkins' retirement included a NASCAR race.

    <p>True (A)</p> Signup and view all the answers

    The partnership activation only aimed to engage the 70,000 fans present at Dawkins' retirement ceremony.

    <p>False (B)</p> Signup and view all the answers

    The partnership activation tied to Brian Dawkins' retirement was not promoted extensively across various media modes.

    <p>False (B)</p> Signup and view all the answers

    The case discussed in the text focuses on unsuccessful sponsorship activation strategies only.

    <p>False (B)</p> Signup and view all the answers

    What was the main focus of the successful, multilayered sponsorship activation tied to Brian Dawkins' retirement?

    <p>Engaging a regional fan base beyond those present at the retirement ceremony (C)</p> Signup and view all the answers

    What strategy was employed to market the partnership activation for Brian Dawkins' retirement?

    <p>Extensive promotion across various media channels (D)</p> Signup and view all the answers

    What role did Marvel play in the partnership activation tied to Brian Dawkins' retirement?

    <p>Creating a unique weekend experience around Dawkins' retirement (B)</p> Signup and view all the answers

    What distinguished the partnership activation for Brian Dawkins' retirement from others in terms of fan engagement?

    <p>Engaging 7 million regionally-based Eagles fans beyond event attendees (A)</p> Signup and view all the answers

    What was one of the primary goals of the partnership activation for Brian Dawkins' retirement?

    <p>Engage 7 million regionally-based Eagles fans (D)</p> Signup and view all the answers

    How did the partnership activation for Brian Dawkins' retirement involve Marvel?

    <p>Marvel helped create and promote a unique weekend event (B)</p> Signup and view all the answers

    What was significant about the sponsorship activation for Brian Dawkins' retirement according to the text?

    <p>It involved multiple partners with common goals (C)</p> Signup and view all the answers

    In what way was the activation ratio discussed in the text relevant to the case of Brian Dawkins' retirement?

    <p>It analyzed the effectiveness of engaging Eagles fans beyond the ceremony attendees (D)</p> Signup and view all the answers

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