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From Ad Age 2/17/2010:
Prilosec OTC has been an official sponsor of everything. But its latest idea, is far more ambitious: the “Official Sponsor of Everything” and represented by hundreds of ordinary consumers.

The idea, centers around micro-sponsorships of the Procter & Gamble brand’s consumers and their passions -– be they sheltering stray pets, entering motorcycle races or sending care packages to soldiers. The hope, at least initially, is to strike around 1,000 deals of around $1,000 each.

Sponsoring consumers
“why don’t we sponsor our consumers?’” said Robert Cleveland, brand manager of Prilosec OTC.- to enter into a partnership with our consumers where we sponsor your passions and you act as a spokesperson for Prilosec OTC.”

Much has been written about consumers, not marketers, now owning brands. Even so, marketers haven’t actually been sending out any royalty checks to their consumers. The “Official Sponsorship” idea does.

Emotional connection?
“What we needed was to have not just a rational connection but also an emotional connection to keep the people we have and bring new people in,” Mr. Connor said. But the problem, he said, is that “Nobody really aspires to have an emotional connection with their heartburn remedy.”

“We’re trying to legitimately build one and we hope [they] see it that way.”

“http://www.officialsponsor.com/about/the-story

Read the full Ad Age story here: http://adage.com/digital/article?article_id=142150

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