Sponsorship should always be relevant to what a brand and the event are all about. Duracell and the Rugby World Cup have nailed it with the Duracell Powercheck which will use data analytics on the number of tackles, carries, rucks and to determine who are the most powerful players throughout next month’s tournament.
It’s a brand identifier that they have used previously on the product and they will be publishing data through social media on Facebook and twitter and it will be interesting to see how they tie that into a call to action for fans and consumers to buy the product.