In celebration of its 60th birthday, The ICA collaborated with Sony Ericsson to host an exhibition that would not only gain press coverage, but would also actively involve the public.
The exhibition, named “All Tomorrow’s Pictures”, invited 59 artists, musicians, and photographers to take part in a photo competition along with one person from the general public. Each person was to take a photography which represented the future. The winners photograph would embody the message that Sony Ericsson’s camera phones deliver high quality, standing as a symbol of the future of technology. “It was about exploring the creative potential of the ICA and of Sony Ericsson’s new phone,” said ICA artistic Director Ekow Eshun (PR Week, 22-6-07, p.27). The exhibition ran for two weeks in May. When the exhibition was over, the photos were compiled into a coffee table book which can be purchased on the ICA website.
The exhibition, named “All Tomorrow’s Pictures”, invited 59 artists, musicians, and photographers to take part in a photo competition along with one person from the general public. Each person was to take a photography which represented the future. The winners photograph would embody the message that Sony Ericsson’s camera phones deliver high quality, standing as a symbol of the future of technology. “It was about exploring the creative potential of the ICA and of Sony Ericsson’s new phone,” said ICA artistic Director Ekow Eshun (PR Week, 22-6-07, p.27). The exhibition ran for two weeks in May. When the exhibition was over, the photos were compiled into a coffee table book which can be purchased on the ICA website.
The Results:
Exclusive Press coverage deal between the PR agency and the Independent. The agency gave the newspaper exclusive images. After the launch the event received heavy press coverage due to the celebrity launch party held for the event.
How did alliance help the campaign?
Both partners found a creative way to get their message out to the public. The ICA gained press coverage about their birthday celebration by hosting a large event and teaming up with an internationally known and respected brand, SONY. Sony Ericsson, partnered with an older venue, which reached out to a younger audience as well as photographers, who are most likely to be interested in art and camera technology. By forming an alliance, both companies combine what their audience likes into one event while still promoting their business.
Both partners found a creative way to get their message out to the public. The ICA gained press coverage about their birthday celebration by hosting a large event and teaming up with an internationally known and respected brand, SONY. Sony Ericsson, partnered with an older venue, which reached out to a younger audience as well as photographers, who are most likely to be interested in art and camera technology. By forming an alliance, both companies combine what their audience likes into one event while still promoting their business.
Link to the ICA Website: http://www.ica.org.uk/
3 comments:
I just love cross-marketing, don't you? You know who is totally genius with this? Disney...
I also think it can be a great idea for brands to sponsor events, but as long as the brand can have a link with the event... This has nothing to do with culture but this made me think of a quite weird sponsorship: a brand of yoghurt supporting breast cancer...?? I'm sure that some people have seen the opportunity for the brand to "look good to consumers"...
I have to agree with you both,sometimes partnerships are so effective.
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