Retail Vending Machines Are Here...

I have wrote numerous posts detailing the innovative means that Japanase retailers, among others, have utilized vending machines to sell products... Vending machines are such a huge component of retail sales overseas, that it was only a matter of time before they were accepted and implemented in the United States.

Well, the time has come...  Macy's recently announced that it will use vending machines to sell iPods, digital cameras, and other electronic items at 400 retail locations across the nation. The company revealed that it was rolling out the mass introduction after pilot programs proved to be successful. Yes, you have probably seen similar vending machines in airports and other transportation ports, but this will mark the first time that a nationwide retailer will invest the appropriate resources to have vending machines prominently displayed in their stores...

It is only a matter of time before these unique vending machines are a part of the stadium experience; they serve as great ways to reduce labor costs, sell unique/customized items, and add to the fan experience with only minimal space requirements.

For an in-depth look at how the Japanese have creatively utilized vending machines, check out the impressive gallery compiled on Dark Roasted Blend.

On a side note, check out Coca Cola's new strategy utilizing mobile vending machine robots in Japan below:

Why Don't We See More Putting Contests?

Can you make a 20-foot putt?

Like most Americans, you probably think that you are a much better golfer than you actually are. Consumers always seem to gravitate to promotional concepts that they deem as "winnable". Like the 3-point shot, who doesn't think that they can win a putting contest? Although the promotion doesn't have a direct correlation to some sporting events, it does draw in a common interest of many fans in attendance.

This would serve as a unique way to tie in a big box retailer like Dick's Sporting Goods or The Sports Authority, who may be pushing golf products around the holidays or targeting a select group of consumers (i.e. 35-49 males with HHI of $75K+)

Here is a great example of a putting contest implemented at a Montana State basketball game that offered one (1) lucky contestant the chance to win $5,000! Check out the clip below...

Here is another example of an effectively implemented putting promotion...

Win a Chance to Represent Your Team at the Lottery...

The Sacramento Kings recently offered one (1) lucky season ticket holder the chance of a lifetime - the chance to represent the team at the 2008 NBA Lottery. During the Spring of 2008, the team ran "The Kings Luckiest Season Ticket Holder" promotion, asking all Kings season ticket holders to convince their fellow supporters of why they are indeed the luckiest.

The contest originated when Kings co-owner Joe Maloof responded to a question at a season ticket holder's meeting; the idea then grew into something that stirred interest among the team's most dedicated fans. It was rumored that other NBA teams tried to follow suit with similar promotional concepts, but they were blocked by the league to let the Kings have the unofficial rights in 2008.

The prize at hand? The chance to fly alongside Philip Maloof and represent the Kings organization alongside the likes of fellow team reps Larry Bird and Jay-Z at the 2008 NBA Draft Lottery on May 20th.

The winner? An extremely excited Margie Parilo (shown above), who became the first fan to ever represent their hometown team at the NBA lottery. Margie Parilo's entry was selected from an original batch of 192 written submissions and received a significant percentage of the 17,419 fan votes cast for the six (6) finalists' video presentations. Parilo, who was featured extensively during the national broadcast coverage of the event, had 28 family members convene at Chris Webber's Center Court restaurant to cheer her on.

A very interesting tactic implemented by the Kings organizations... this is what consumers are now looking for - VIP experiences that they can receive nowhere else!

Crown Royal Offers the Chance of a Lifetime...

Entitlement sponsorships are very common in today's day and age. Consumers have become cognizant of the fact that Food Lion sponsors the local speedway and Pepsi is a title sponsor of the television halftime show. But outside of brand awareness, what do these tite/presenting sponsorship assets really mean to brands?

Over the past two (2) years, Crown Royal has given race entitlement rights a whole new meaning. The Canadian Spirits brand (owned and operated by Diageo) has utilized its race entitlement rights to demonstrate how highly they value their customers. Crown Royal has effectively developed a "Your Name Here" promotion that offers consumers the chance to become the presenting sponsor of a NASCAR race and serve as the event's grand marshal.  

This year's winner was Dan Lowry, who was treated to the weekend of a lifetime at Richmond International Speedway on May 3rd. Lowry discovered he won during a helicopter unveiling ceremony over the Las Vegas strip with Jamie McMurray, driver of the No. 26 Crown Royal Ford Fusion. As the official race title featured his name, Dan's moniker appeared on everything from race tickets to merchandise to the trophy itself.

What was Dan's story? Dan wrote about how recognizing Crown Royal bottles amidst labels he didnt recognize made him feel like home wasn't that far away during his time spent in Venezuela.

Crown Royals markets the "Your Name Here" promotion in a variety of media channels, although it is important to note that they do not support the promotion through traditional advertising spend. Crown Royal utilized a heavy media relations push and leveraged its sponsorship of the No. 26 Jamie McMurray car to encourage fans to enter the contest by telling their favorite responsible Crown Royal memories (a nice brand tie-in). In total, the promotional effort achieved more than 200MM media impressions in '08.

Gatorade Offers An "Out Of This World" Vacation

Gatorade is leveraging its recent commercial featuring Tiger Woods hitting golf balls in a space suit on the moon with a unique contest for consumers. Gatorade is challenging fans in five (5) cities across the country to hit a golf ball in a golf simulator designed to look like a moon for a chance to win "an out of this world vacation", valued at $125,000.

Male and female finalists with the longest drives at each event will fly to New York City to compete in the Grand Prize Event on June 11th in Times Square. One (1) male and one (1) female will win the opportunity to create their own  "out of this world" vacation experience valued up to $125K.

The cities where the competition will be held include:

• San Diego (Seaport Village, Thursday, May 15th)
• Dallas (Victory Park, Tuesday, May 20th)
• Chicago (Pioneer Park, Thursday, May 29th)
• Miami (Bayfront park, Thursday, June 5th)
• New York (Military Island, Wednesday, June 11th)

Gatorade is promoting these events by featuring celebrities on-site (San Diego - LaDainian Tomlinson, Dallas - Jason Terry, Chicago - Tommie Harris, Miami - Bill Parcells, and New York - Jimmie Johnson and Celebrity Guest).

In addition, Gatorade is going to donate $100,000 to the Tiger Woods Foundation.

Cub Cadet Teams Up With LeBron To See Your Best Trick Shots...

Cub Cadet, a major sponsor of the Cleveland Cavaliers, has teamed up with LeBron James to launch a contest seeking America's best basketball trick shot. The promotion, entitled the Trick Shot Challenge, encourages consumers to upload their best basketball trick shot to LeBronsTrickShotChallenge.com for a chance to compete one-on-one with LeBron and win $5,000 of Cub Cadet lawn equipment.

Now the big question is... how does a "trick shot" promotion leverage Cub Cadet and their products outside of a $5,000 prize? That is a good question and one that I am still trying to figure out. However, the promotion does serve as a "best practice" in the way it leverages Cub Cadet's relationship with Lebron James:

• Website that directly links Lebron James to the promotion
• Chance for consumers to play one-on-one with LeBron (now that is a call to action!)
• Registrants can also win $5,000 in cash or LeBron James merchandise

The promotion also is effective in the fact that it currently has me discussing the Cub Cadet brand, which I probably would have NEVER done otherwise. Contestants' trick shot videos will be available on the web site gallery where fans can view and vote for their favorite clips...

Utilize Local Celebrities to Drive Fan Engagement

Have you recently considered activation tactics that leverage hometown heroes? When was the last time you considered using a local celebrity to drive fan engagement at your venue? 

The Utah Jazz recently leveraged David Archuleta, a rising celebrity on Fox's American Idol, to sing the National Anthem before the team's Game 3 playoff matchup against the LA Lakers. The team had to fight through some rights issues with the producers of American Idol and representatives from the NBA, but the hard work paid off. Archuleta sang a great rendition of the song, raising the EnergySolutionsArena crowd to its feet. To complement the pre-game performance, David Archuleta served as "The Fan of the Game"; to which the Jazz leveraged his appearance by selling $5 4x6 photos of fans with Archuleta on the team website.

The Tampa Bay Rays recently executed a similar tactic, asking American Idol singer Syesha Mercado to perform the National Anthem before one of the team's home games. Check out the clip below:

A New Wave in Sneaker Sales...

Onitsuka Tiger, a Japanese sports brand, recently launched a sneaker vending machine in London, England. Could this signal a new wave in retail sales for the shoe market? Most likely not, but it could be a great way to offer select merchandise to your fanbase. 

Teams and organizations can leverage similar retail tactics to sell merchandise and offer customized products. While this shoe retail technology is still in the early stages of existence, teams should begin brainstorming new concourse tactics that drive sales without incurring labor expenses. Retail vending machines may signal a great way for teams to offer fans team autographed merchandise (shoes, bats, balls, jerseys, hats, etc.) and excess premium giveaways.

The vending machines that Onitsuka currently uses can sell twenty-four (24) pairs of shoes at a time in six (6) different sizes and mirror a tactic implemented by Reebok in 2004.

Search for innovative ways to drive sales without affecting your bottom line!

Ten Under Par = 10% Interest Rate?

Wachovia is taking a very interesting approach to activate its title sponsorship of the Wachovia Championship next weekend. The financial services provider will reward all of its Way2Save savings account customers with an interest rate equal to the under par score of the winner through a promotion entitled "Save Like a Champion". 

Thus, if the leader scores a -10 under par in the tournament, Wachovia Way2Save account holders will receive a 10% interest rate for three (3) months (verses the standard 5%). Wachovia sees the promotion as a great way to engage people around the tournament in both, a traditional and non-traditional means.

Wachovia is supporting the promotion with a full-page ad in USA Today, television spots on the Golf Channel and CBS, print ads in Golf Digest, SI Golf, and Golf World. The company will also complement the promotion with digital and POS components.

Human LCD... The Next Revolution of Stadium Signage?

When it comes to in-stadium signage, it seems that American sports organizations have discovered how to brand every inch possible... But two (2) clips enclosed below drive the question, "Are we adequately leveraging our fans, the same group that we are targeting, to effectively portray our message?"

In East Asia, the following clips demonstrate how two (2) teams/organizations have made use of their fanbase to create "HUMAN LXD". The clips are pretty amazing... Fans in the stands use different shirt lifting techniques in unision to display the interactive messages... Will sponsors soon have "after-work" practice for American fans to try this?