It’s a natural fit in marketing: products go after products in the quest for smart targeting. It’s not your typical sponsorship.

Take this story about Vodafone looking at Ferrari racing fans as a great target audience. Over 360 million viewers (a cumulative annual audience of 5.7 billion people in 2003) watched each Formula 1 race live. The Vodafone brand was on-screen for an average 20% of every race broadcast. So Ferraris have become a medium? Check it out here.

But see how another fast-car alliance works the other way around: Jaguar considers Mac users a viable target audience.

“Mac users are people that shape opinion; they use Macs to create,” said Stephenson. “They are independent thinkers that don’t follow, they lead.”.”