Coup: Creating the first high-end car show in New York, the Louis Vuitton Classic, that was free to the public. More than 1.5 million consumers had face-to-face contact with sponsors during four days with massive publicity.
Fact: People value word-of-mouth when buying a new car. Car fanatics on the street and on the Internet wield enormous power. That's why Chrysler is sponsoring high-end car shows and partnering with other sponsors.
Watch for: A vacuum in worldwide racing sponsorship as tobacco marketers come under attack in Europe.
Avoid: Sponsoring prefabricated events. The best events are created so specifically for your brand that no other sponsor could fit in.
Prediction: The surface has not yet been scratched for Internet sponsorships and promotions. When real creativity meets the Internet, it will be a powerful tool.