Category Archives: Experiential

Honda US signs as title sponsor of The Honda Ski Tour

So whilst Honda in the UK focuses on delivering on a brand promise of innovation and technology (“More forward’s please”), in the US Honda is sticking to a more tried and tested experiential route.

“Welcome to The Honda Ski Tour. This is a totally new experience designed to unite skiers, snowboarders and music lovers.” (ed. this is really not a new idea!)


As title sponsor for The Honda Ski Tour, a 3 month winter sports tour featuring ski racing, freeride competitions, and live music, Honda’s presence at each event will be highlighted with on-site displays of Honda vehicles as well as the presentation of 2007 Honda Elements to the overall tour winners in the Skiercross and Skier Halfpipe events.

Each event will feature the BaseCamp Music Experience, a live music festival featuring “cutting-edge bands” including Sean Paul, Three Days Grace, Tommy Lee, The Wailers, Blackalicious, and Gomez.


The events will be televised, via four one-hour features to air nationally on network television one week after each event.

As lifestyle events go, and despite the boast that this is a unique experience, I do really like the idea. The targeting is spot on – affluent outdoor lovers who need/use a 4×4. The website experience is actually pretty good – video streaming, good soundtrack etc. The ticket price for the events is very good at $15 for concert tickets and $99 all access.


Anheuser-Busch to end title sponsorship of NASCAR’s No. 2 series after the 2007 season.


Having just celebrated its 25th season as the title sponsor of the NASCAR Busch series, Anheuser-Busch is reassing all its NASCAR marketing. Its timing co-incides with ESPN becoming the sole broadcaster of the No. 2 racing series in the United States. The resulting increased coverage is likely to be reflected in the cost of sponsorship rights – an increase three times the estimated $10 million a year that A-B has been paying.

Tate Tracks – Klaxons vs. Donald Judd


The excellent Tate Tracks programme continues with the Klaxons vs. Donald Judd.

Great timing for the Klaxons, who have got a strong profile right now.

“Tate Modern invited Klaxons to walk around the gallery and find a work of art that would inspire them to write a track.

In the end, it was one of Donald Judd’s Untitled 1980 which grabbed their attention. It’s an imposing sculpture made from ten pieces of aluminium and perspex stacked above each other to form a giant column. The result is their latest track.”

Check the website from January to hear the track online.

Southern Comfort & The Fader mag ltd. edition 7″

I stumbled across the new site from Southern Comfort, which I have to say is pretty loud! Seems like they’re pushing music (and New Orleans) pretty damn hard, with a couple of “new artist” things going on.


The first is an online music-streamer with a selection of new artists.


Nothing new here – Mercedes and Levis are doing this as well.

What makes it slightly more interesting is that The Fader magazine is involved with the activity in some way, and happen to be a pretty credible source for new music and culture. One of the things they are doing is a limited edition 7″ series:

(courtesy of The Fader magazine)


“The first run of our Southern Comfort/FADER 7-inch series has arrived. For this limited-edition vinyl, we asked Lou Laurita to handle cover art duty, and got some of our pals to contribute unreleased jamz: M Ward and Jim James are featured on the A-side with “Magic Trick (Kansas City Remix),” then flip it over for Ladyhawk’s “Soap”. It’s not available in stores, but we do have copies for our loyal blog readers (that’s you). Email us at and tell us the theme of M Ward’s 2005 album release and we’ll send five of you a copy. For free! Get to Googling and get at us with your answers.”

It feels like a slightly more relevant and interesting approach than the UK campaign – Fat Tuesday, which doesn’t really do anything for anyone except give them another bloody tent at a festival!


Stella Artois drops Channel 4 sponsorship

Stella Artois has has ended its sponsorship of Channel 4 Film, despite recent activity strengthening its ties with cinema and film, notably the outdoor film festival Studio Artois Live (put on by the folks at Exposure).


The Studio Artois activity has also been backed by a new Studio Artois website which goes a little bit deeper than “check out the latest film from Hollywood”, and offers quite an involving experience – but only if you’re a film buff.

So it seems like Stella is moving away from mainstream awareness of its film activity, whilst keeping a credible finger on the pulse in the film world. Question is, what will they spend the estimated £1m pot that they’ve saved from the Channel 4 deal?

Remember – Playstation Season


Okay okay, Playstation may have messed up with the fake blog, but remember we are halfway through the very interesting (and well thought out) Playstation Season.

Nike pop-up stores in 2007

Looks like Nike will be celebrating the 25th Anniversary of the classic Air Force 1 trainer with pop-up stores in London and New York in early ’07, and potentially other cities too.