The public have become very good at editing the few marketing messages that matter to them from the hundreds that merely clutter the universe. It is an escalating battle between sponsors to draw people’s attention to their brands and messages.
As such, the following criteria is required when developing a MAC leveraging program:
- Respects and enhances the audience’s emotional connection with the event (or team, organisation, program, etc)
- Provide meaningful added-value to the audience’s experience with the event.
- Provide meaningful added-value to the audience’s experience with the brand.
- Enhance the target audience’s community in a way that positively impacts, even in a small way, on people’s lives.
- Promotes road safety.