Interesting to see how Mazda used its sponsorship of the London Triathlon event with CoverCars reporting its journalists’ participation in the event and some company directors competing rather than just enjoying corporate hospitality.
A Heroes gallery and mocked-up magazine covers provided a personal souvenir for each competitor. But apart from CoverCars, there seems to be little blog reporting or engagement.
I found one competitor had uploaded some photos online and there are a few user-generated videos on YouTube. This appears to have been a missed opportunity for Mazda to have developed the Heroes gallery concept further using new/social media.
From a PR perspective, typically maximising sponsorship has involved branding in photographs, corporate hospitality, competitions and editorial coverage (where the sponsor is often lucky to get a mere mention).
Social media offers a new opportunity, but it means engaging with participants, spectators and others to bring an event to life. Behind the scenes footage and reporting can be offered to those with the self-publishing means to reach online audiences.
Providing places online where such materials can be published is another approach, as well as supporting real user-generated content rather than simply producing corporate offerings. After all, if you’ve been there, social media is a great way of recording the memories. It would be good to see Mazda pick up on this in future.