Brand Affinity Tech has 1400+ athletes signed up to a system where advertisers can place pictures of sports stars into their ads for, essentially, drag-and-drop endorsements. The sponsorships are cheap and athletes have veto power over each individual ad in which their images are embedded.
Here’s a summary of an SXSW panel about the very successful transmedia storytelling campaign for the videogame “Dead Space”. The EA marketing exec at the panel redundantly called the strategy “IP cubed”.
Who Knew?