Sport/Leisure :: Cream – The Innovation Exchange

Cream is a new online service for media and marketing professionals that indexes and analyses best practice examples of brand communications from around the world. Only Cream offers inspiration and insight through daily news, analysis, monthly reports and over 3,000 case studies of leading marcomms innovation.

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                      What’s Hot
                      Why brand Beckham is the blueprint for celebrity brand longevity16/08/2010 OPINION – Andy Milligan analyses how Beckham’s playing days may be over but the brand is far from played out. More
South Africa success inspires Brazil 2014 strategy02/08/2010 OPINION - In a move unprecedented in the history of the FIFA World Cup, forthcoming 2014 hosts Brazil have launched a global destination branding campaign, writes Dr Nikolaus Eberl. More
Broadcasters struggle to deliver top World Cup web experiences29/06/2010 UK – Survey results reveal that commercial broadcasters have failed to deliver effective online World Cup experiences. More
UK consumers unable to recognise World Cup sponsors18/06/2010 GLOBAL - World Cup sponsors are failing to associate themselves with the competition, according to a new study of UK consumers. More
Pepsi to strip if Argentina wins17/06/2010 ARGENTINA – Following an announcement of Diego Marradona, in which he pledged to run round the streets of Buenos Aires naked should Argentina win the World Cup, Pepsi has decided to follow suit. More
The Dating Guide for Brands10/06/2010 Cream's has published its latest Insight report looking at brand partnerships. More
Nike unveils epic ad24/05/2010 UK - Nike has unveiled its epic three-minute new World Cup TV spot featuring stars such as Wayne Rooney, Ronaldinho, Cristiano Ronaldo and Didier Drogba. More
2012 Olympic mascots revealed20/05/2010 UK - The mascots for the London 2012 Olympic and Paralympic games have been revealed as one-eyed, customisable characters. More
The Cream 10016/04/2010 A full list of Cream's 100 most innovative companies, as featured in our book "No Apples: 100 Other Top Innovators" More
Speedo to launch pan-European campaign14/04/2010 LONDON - Speedo is to launch three-year brand campaign to drive emotional engagement with the brand across key markets in Europe. More

                    
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                      Latest Case Studies
                      Nike GridNike
UK
2010
Nike uses Foursquare technology to engage young runners.

                                Rated zero stars
                              
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Club 18-30Club 18-30
UK
2010
This party-time holiday institution gets a modern make-over.

                                Rated zero stars
                              
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Top cat mascotFIBA
Turkey
2010
Basketball Federation lets the cat out of the bag with a new mascot.

                                Rated five stars
                              
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Powder DashJapan Tourism
Australia
2010
Japan promotes itself as the new centre for snowboarding.

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Man in a boxGuang Yin Yoga
China
2010
A yoga master in a box provides an innovative direct marketing solution.

                                Rated zero stars
                              
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Sky ComicAdidas
Japan
2010
Japanese school children create record-breaking comic strip.

                                Rated zero stars
                              
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Every shot imaginableEuropean Tour (golf)
Europe
2010
Golf gets exciting with a popular viral trick shot series

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Mosquito PartyPlayground
Sweden
2010
A mosquito party provides the perfect event to showcase the power of Playground’s anti-insect products.

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Nike Air showNike
Argentina
2010
Nike use technical trickery and lots of puff in magical flying shoe race.

                                Rated zero stars
                              
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HardchorusPuma
UK
2010
Puma harnesses the love that fans have for the beautiful game by getting them to sing on Valentine’s Day.

                                Rated zero stars
                              
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