Sponsorships allow companies to associate themselves with brands deemed complementary or with a better connection to a target audience. This marketing technique is an art and a science. Association by sponsorship or other means can come off ham-fisted or make it tough to stand out and make an impact.
MINI and Urban Outfitters take a new approach to associating themselves with complimentary brands – serving as curator instead of sponsor.
MINI’s Custom Paint Shop first tapped into its customers’ creativity. This mass customization tool has helped MINI become the car of choice for the creative class and in turn fueled MINI Space.
”MINI Space is an urban initiative by MINI. It's about taking part in creative projects, competitions, events and parties - about getting involved in "Creative Use of Space". >snip< In a nutshell, this website is a hub for connecting creative people, events and projects!
Anyone see a car reference in that quote? This is not a thinly-veiled site designed to get you to buy more MINI. This is a site bringing value to an audience much broader than MINI customers. You’ll see a similar theme at the Urban Outfitters blog.
UO gets local by detailing the cultural scene in local markets. Take Chicago. You can get a quick read on local music, design and online events of note.
Curating is a different kind of investment for a brand. While a sponsorship can buy access and build awareness, brand curating earns these things while focusing on loyalty. It’s a lot of work. But brands like Urban Outfitters and MINI know this investment pays dividends when you are trying to do more than make a sale.
tags | Urban Outfitters | MINI | marketing | branding | brand
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