Teams Can Benchmark BK's "Wallets of Value"...

Is your organization looking to implement a unique guerrilla marketing strategy? Are you looking to drive attendance at your games in a way that gives back to the community?

With current economic conditions forcing consumers to become increasingly price-conscious, Burger King has rolled out a new "Reverse Pick-Pocketing" campaign designed to heighten awareness for its value meal menu. To support the initiative (and BK's classic media campaign around the King), the QSR chain has reached out to its agency partners to execute a unique guerrilla marketing campaign.

As part of the "Reverse Pick-Pocketing" guerrilla campaign, agency partners are calling on each of their employees to drop five (5) wallets around major cities and high-traffic areas. The employees are asked to drop the wallets on buses, trains, sidewalks, etc. and gauge the reaction of consumers when they pick the wallet up. Inside each wallet, agency partners included a BK gift card, a fake ID of the King, between $1-$10 cash, and a fake dry cleaning receipt. In total, 5,000 wallets were dropped in high-traffic areas of the city of Chicago alone.

Thus far, the guerrilla marketing campaign has proven to be a huge success with citygoers and the media. The campaign has created tremendous BK buzz in each of the executed markets and consumers are even tracking their discoveries on Twitter, blogs, and, Facebook.

So what does all this have to do with sports and partnerships?

Burger King's "Reverse Pick-pocketing" guerrilla strategy is a great example of an initiative that teams can implement to drive ticket sales and awareness. Team representatives can create a similar campaign (integrating coupons of corporate partners in the wallets) that entice people to come to the team's games. The team can "drop" wallets around their local city that include two (2) free ticket vouchers (good for any date between XXX and XXX), $10 in concessions dollars, etc.

By integrating supporting corporate partners into the mix, these "dropped" wallets could become a very hot commodity. Properties could mirror BK's strategy by placing a mascot's picture and information in the wallet. To accomodate the promotional tactic in-venue, teams can use a tier of 50-100 seats, an unused suite, or standing room only passes in-venue.

On a smaller scale, teams could implement said promotion in and around their venues. To drive concessions and merchandise sales, teams could drop wallets in the concourse level that contain "Buy 1 Get 1 Free offers", coupons ($2 off any purchase of a hot dog), promotional tools (buy a team jersey and receive a plush toy), free ticket vouchers to a future game, etc.

It's all about driving the value in the current economy. Consider creating similar value-based initiatives that drive brand buzz and demonstrate ways that your property gives back to its fan base and the local community!

A special thanks to Josh Hafer of the Columbus Blue Jackets for his contributions to the column. I also want to direct attention to Ted.me, who posted the pictures of the BK wallet on the Web.

Looking to Drive Concessions or Merchandise Sales?

Are you looking for new ways to drive concessions and merchandise sales? Are you looking to leverage a partnership with a movie theater chain in the local marketplace?

McDonalds recently collaborated with operators from 225 cinemas across the UK to implement a unique promotion designed to drive consumers to purchase large sized meals and premium salads. The promotion enables all McDonalds consumers who purchase one of the two (2) aforementioned items to receive a free 2 for 1 cinema ticket voucher.

Upon ordering, consumers receive a peel off card with a unique 8 digit voucher code which can be redeemed online at www.mcdonalds.co.uk/cinema. When consumers print out the voucher, they simply have to provide their registered address and select a local cinema to redeem the coupon. The voucher can be redeemed for up to six months.

What are the implications here for sports franchises?

Sports organizations can create a similar promotion with a movie theater/theme park/entertainment property to help drive sales of a specific concessions item or designated merchandise item in the team gift shop. Teams can create a simple promotional offer (offering coupons next to the cashier that can be distributed upon purchase of select items) or utilize technology (e.g. using an online voucher redemption process) to drive web traffic and consumer engagement through multiple channels.

When would it be appropriate for a sports organization to implement such a promotion?

• Whena sports property is in the last year of a contractual agreement with a concessions provider (e.g. Pepsi, etc.) and needs to drive gameday sales of a particular product
• When a sports property is looking to sell new team merchandise (new jersey sales, etc.)
• When a sports property is looking to drive ticket sales in a particular section (e.g. upper deck corners) and wants to find a unique way to leverage a retail/entertainment partner

Fans Enjoy Pitchers of Beer at Games in Cologne...

When attending sporting events, do you wish you were getting more bang for your buck at the concessions stand? Do you feel that sports organizations are ripping you off when you pay $7.00 for a beer inside the stadium/arena gates?

TheLanxess Arenain Cologne, Germany offers its fanbase an alternative concessions experience. Instead of having fans leave their seats throughout the game to purchase more beverages, the arena (formerly the Kolnarena) sells beer to fans in pitchers. Yes, full pitchers of beer at a time. The arena even promotes pitcher purchases by featuring pitcher holders on each of the chairbacks (check out the pictures below).

While this practice could not be implemented in the United States due to various alcohol restrictions, it is very interesting to see sports organizations from across the globe implement various processes to spur beverage sales in-venue!

Bloomington PrairieThunder Score with "Goals for Gas" Promotion

Is your organization looking for a way to capitalize on high gas prices?

The Bloomington PrairieThunder of the International Hockey League (IHL) created a "Goals for Gas" promotion that is paying huge dividends with fans. The team partnered with FS Fast Shop gasoline stations in Bloomington, IL to provide fans with two (2) cents off per gallon (for up to10 gallons) per goal on their gas purchase each time the team scores during games played at home.

Thus, if the Prairie Thunder score four (4) goals in a home game, fans receive eight (8) cents off a gallon of gas for up to 10 gallons during a 24-hour period after the stated time and date on the game ticket. Consumers simply have to show their game ticket to the gas station attendant to receive the promotionals discount, but are limited to one (1) discount per game. The team is also offering a drawing at each of its games played at the U.S. Cellular Coliseum where fans can have the chance to win a $500 gas card.

While 80 cents (off a $50 expense at the pump) may not appear to be an impactful offer, discounts on gas seem to have a different impact on consumers than traditional offers at retail... consumers gravitate to the fact that they have a chance to win the price war at the pump. Properties can consider implementing similar promotions for basketball (field goals for gas) and racing (laps for gas).

Promote Hotel Chain Partners With Creative On-Field Promotions...

Are you looking to create an on-field promotion to drive awareness for a hotel chain partner?

The Western Ontario Mustangs marketing department recently executed a creative on-field "hotel-themed" promotion during halftime of their game against Windsor at TD Waterhouse Stadium.

The University's marketing personnel created a "Dress the Bed" promotion to drive awareness for the Comfort Inn London, a supporting partner of the athletic department. Check out the clip below:

The Yomiuri Giants Do Branding in a Big Way...

With their team one win away from clincing the Central League Climax Series (aseries that should be sponsored by Trojan or Durex), the Yomiuri Giants recently unveiled a unique branding tactic in one of their games. The Giants enabled their fans sitting in the outfield to hold up a gigantic Adidas-branded team banner for all fans sitting in the stadium and watching on television to see.

Will we see the Phillies/Rays implement a similar tactic in the World Series? Could we see other professional franchises create similar branding tactics in the future? It is only a matter of time before this traditional international branding practice becomes more relevant in the United States marketplace...

Check out the Yomiuri Giant's branding tactic below:

Looking to Integrate TV Characters and Personalities Into Your Event?

Is your property looking for new ways to entertain fans? Are you looking for unique ways to leverage television characters and personalities an effort  drive fan excitement?

The Los Angeles Kings have utilized Cartman, a character on the hit television show South Park, as a means to entertain fans during its home games at the Staples Center. The team features Cartman in a :30vignette on the jumbotron that leads Kings fans to scream"Go Kings Go".

The success of the Cartman skit opens the door for a number of new opportunities to leverage television shows, movies, and other media at sporting events.There is an untapped opportunity for properties to seek new revenue streams through media partnerships - everything from sponsorship dollars (in-venue signage/integration) to cross-promotions to premium giveaways on-site.

Check out how the Kings have effectively used Cartman as a means to drive fan excitement over the past few years:

Take Mascot Stunts to the Next Level...

Are you looking for a new way to entertain your fans in-venue? Is your organization maximizing the use of its mascot?

Teams are taking mascot stunts to the next level... pretty soon, they will be hiring stunt devils to pull off some unique tricks. The Jacksonville Jaguars are the latest example of a team asking its mascot to go above and beyond his/her call of duty.

The team has worked with Aerial Concepts to develop a system that enables Jaxson, the team's mascot, to jump off the top lighting fixture of the stadium and glide down to the field... Pretty impressive!

Check out the two (2) clips below that capture Jaxson's amazing game day stunt:

Office Max Let's Sox Fans Speak Their Mind...

Just a few days removed from the Chicago Cubs season-ending loss to the Los Angeles Dodgers in the NLDS, the Chicago White Sox hosted the Tampa Bay Rays across town in a Game 4 ALDS matchup. Office Max, in an effort to drive awareness for its brand in-venue and provide fans with a voice at the game, distributed branded posters to White Sox fans in attendance.

While the free posters were great branding pieces in theory, they did provide a medium for Chicago White Sox fans to talk trash to their cross-town rivals (before being eliminated later that day)...

Albertsons Rewards Cowboys Fans at Retail...

Are you looking to create a simple promotion at retail that rewards local sports fans?

Albertsons is running a season long promotion in the Dallas-Ft. Worth marketplace that rewards fans of the Dallas Cowboys. Any consumers who wear a Dallas Cowboys jersey when they shop at an Albertsons location in the Dallas marketplace on game day receives a 10% discount on their entire order! Albertsons is promoting the offer through circulars, store advertisements, and word-of-mouth buzz.

While official results of the promotion are currently unknown, it has successfully drawn a heightened awareness (and buzz) for Albertsons in the Dallas market!