Is Your Brand in the Hands of Consumers?

Are you looking to put your brand in the hands of more consumers? Are you looking for new ways to make your brand top-of-mind when consumers attend sporting events?

The Washington Wizards found a unique way to do this by featuring AOL branded beers in the AOL Executive Suite at the Verizon Center. The picture on the right of the AOL branded beerwas taken at a Wizards game in 2007 when the the team hosted the Detroit Pistons. This creative branding tactic opens up a variety of sponsorship ideas within the realm of sports.

Branding cups (especially in the suite/100 levels) for specific fans/consumers is a new inventory piece that teams can sell to supporting partners. While this may not appeal to some brands (e.g. automobile partners), others may love the fact that they can have their logo in the hands of consumers consistently throughout the duration of a sporting event.  

If your team/organization is looking for a company that specializes in branding plasticware, etc. take a minute to check out BrandedCups.com

ESPN Amplifies Its Outdoor Branding...

Are you looking for an out-of-the-box outdoor branding idea?

In an effort to promote its 'Is it Monday Yet?' campaign, ESPN posted hundreds of turf-like branded mats in bus shelters and outdoor areas across the nation. Each of the branded mats featured a different football-related phrase, such as "T.G.I.M.N.F"., "Sack Monday's Doldrums", and "Stiff-Arm Monday's Suckery".

The outdoor branding campaign proved to be extremely popular... but actually too popular with fans. The issue? Consumers loved the turf-like mats so much that they started stealing them. Within the first week of the campaign, nearly 10% of the outdoor ads in New York City had been stolen (20 of 205). Thefts also occurred in Boston (3), Chicago (6), San Francisco (2), and Washington D.C. (5) despite the fact that some of the outdoor ads are 72"H x 96"W in size.

As a result, ESPN has temporarily halted the installation of more turf-like branded mats in major cities around the nation. While turf-like mat branding proved "too popular" for ESPN's tastes, it definitely is a promotional item that football teams (and other sports teams playing on turf) can consider creating to distribute to their supporting partners and select season ticket holders.

Looking for New Ways to Sell Tickets?

Is your organization looking to offer its fans a unique ticket package? Are you looking for creative ticketing strategies to fill the seats of your venue?

Several NBA teams are currently offering some unique ticket packages and incentives for prospective season ticket holders to consider. Here is a quick rundown of some of the league's finest ticketing strategies:

Indiana Pacers - The Indiana Pacers have teamed up with Mountain Dew to offer a "Mountain Dew Big Slam Corner" season ticket package for $299. The team promotes the offer as "It's The Thing to Dew". For $299, fans can receive one (1) ticket to every home game, two (2) Mountain Dew 12-packs, in-game giveaways and monthly prizes, and exclusive Pacemates access. The team is also offering its fanbase the "Slam Dunk Sampler Plan", providing fans with tickets for eleven (11) games for the price of eight (8).

Miami Heat - The Miami Heat are offering the "D. Wade Gold Medal Ticket Special" for the first 100 Heat fans who purchase 2008-09 season tickets with an exclusive D. Wade meet-n-greet and an autographed photo of Wade with his Gold Medal.

Milwaukee Bucks - The Milwaukee Bucks are offering an "Early Bird Buy One, Get One Free" offer for consumers purchasing a season ticket in the lower level. In addition, the Bucks are throwing in a $400 ticket bank and either $400 in concessions, merchandise, or an autographed authentic jersey.

Minnesota Timberwolves - The Minnesota Timberwolves are offering a "Buy One, Get One Free" offer for season ticket holders. The team is selling a "Player Section" offer that enables fans who purchase two (2) season ticket in their favorite player's section to receive an autographed authentic Timberwolves jersey and a Meet-n-Greet with that player (sections: Randy Foye (104), Mike Miller (118), Kevin Love (124), Al Jefferson (138).

New Jersey Nets - The New Jersey Nets are offering a "Buy One, Get One, See Everyone" where fans can receive the jersey of their favorite rookie, team meet-n-greets, and exclusive benefits when buying season tickets.

New York Knicks - The New York Knicks are giving all consumers who purchase season tickets by November 1st a Player Memorabilia Box with a photo of a Knick alongside an authentic Knicks jersey number (Knicks fans can choose from Nate Robinson, David Lee, Jamal Crawford, Walt Frazier, or John Starks).

Orlando Magic - The Orlando Magic are offering a "Get a Year of Basketball With Your Stimulus Check" ticket promotion where fans can see all Magic home games for $585 ($13/seat).

San Antonio Spurs - Fans who purchase one of the Spurs three (3) Mini Packs (10 Game Rivalry Pack, Superstar 25 Game Pack, or the 10 Game Weekend Pack) will receive a limited edition Manu Ginobili bobblehead.

Capture Fan Interest Through Unique Coupons..

Are you looking to create a unique coupon distribution program that will drive consumers back to retail? Are you looking to differentiate your coupons/project starters in-venue?

Taco Bueno created unique in-venue coupon distribution programs to leverage its partnerships with the Texas Rangers, Dallas Stars, and Dallas Mavericks. As demonstrated by the picture on the right, Taco Bueno created eye-popping coupons with catchy phrases in an effort to drive consumer interest and trial.

In addition, Taco Bueno has used a variety of in-game tactics to promote its distribution of free taco coupons:

• Texas Rangers - Taco Bueno offers a "Taco Time" feature during the fifth inning of Texas Ranger games to reward fans with free tacos
• Texas State University - Taco Bueno offers a "Magic Minute" promotion, where all fans in attendance can win a free taco if the Texas State Bobcats score in the last minute of the soccer game
• Dallas Mavericks - If the Mavericks score over 99 points, all fans in attendance win a free Taco Bueno taco
• Dallas Stars - All fans in attendance win a free taco if the Stars score three goals or more

PA Activation Galleries - Updated!

The PartnershipActivation galleries (Activation Gallery, Global Activation Gallery) were recently updated with hundreds of new photos. Take a moment to check out new pictures of sports billboards, sports vehicles, sports inflatables, activation tactics, and more!

Billboard of the Day: Puma Promotes Usain Bolt's Olympic Accomplishments (displayed in NYC):

MIZZOU Gets Creative With Its Billboards...

Are you looking to implement a unique billboard campaign that drives eyeballs?

The University of Missouri recently created a unique billboard campaign in Kingdom City, Missouri that captures the attention of all passerby consumers. The University used six (6) billboards to spell out M-I-Z-Z-O-U along a half-mile stretch of I-70... one cannot help but look at the billboards.

The University of Missouri accompanied each of the prominently featured letters with a website, ticket hotline number, or motivational message.

Check out a video below of the view that drivers have of this classic billboard campaign along the highway!

Let the Fans Speak...

Have you considered new ways to incorporate fans into your team's broadcasts? Are you looking for additional ways to leverage media partners?

Sky Sports, a major media outlet in the United Kingdom, recently created the "Sky Sports FanZone", a program that enables die-hard soccer fans in the UK the opportunity to serve as live commentators for their favorite clubs. Sky Sports selects two (2) fans from opposing teams to voice their opinion on a live match each week. The selected contestants also are provided the opportunity to write pre-match blogs that are featured on SkySports.com as a build-up to their cameo appearances.

Clips and pictures of the commentator interaction are then featured during the broadcast, on the Sky Sports website, and on YouTube.com. To be eligible to win, consumers just have to fill out a simple application form online (or by emailing fanzone@skysports.com), explaining why they should be chosen for the contest. SkySports details on the FanZone webpage that contestants should be passionate, knowledgeable, talkative, funny, opinionated, confident, and positive-minded.

This would be an incredible feature to offer on Monday Night Football, TNT's coverage of NBA games, and/or Hockey Night in Canada... Give your fans a voice through an engaging platform!

Check out two (2) entertaining Sky Sports FanZone clips below:

Searching for "Different" in the Golf Space?

Are you looking to differentiate yourself in the golf space? Are you looking for new, innovative products that are gaining traction within the sport? Are you looking to give your golf game a new look?

COMPANY WATCH: SWEET SPOT GOLF

If you are searching for "different" in the golf industry, look no further than Sweet Spot Golf, a new golf club manufacturer that is committed to building performance-based golf clubs with a unique sense of design and color. Brian Allman, President of Sweet Spot Golf, has done a tremendous job getting the company running off the ground with a truly unique product in the golf space.

Companies looking to target an alternative demographic in the golf space (e.g. teens/young adults, baby boomers that want to "feel young", females) may find unique value in aligning with a company like Sweet Spot Golf, who has an influential product. With an edgy, yet reliable product, Sweet Spot Golf has a product (and corporate culture) that is unique to the golf industry. There aren't too many companies in this area asking consumers to, "Go Ahead. Be Different."

The company's hottest product right now is the "Think Pink" Putter, a unique, well-crafted and evenly weighted putter that offers female golfers both style and performance. Sweet Spot Golf's Pink Line supports the National Breast Cancer Foundation in their pursuit to find a cure for Breast Cancer and recently signed on Keri Murphy of the Golf Channel as an endorser.   

If you have a moment, check out their unique, edgy products!

Never Underestimate Humor as a Sponsorship Tool...

Are you looking to create a unique viral clip to drive awareness of your company's affiliation with a team? Are you looking for creative ways to tie humor into sports?

Heineken created a classic clip for the 2006 World Cup in support of the Netherlands soccer team in their game against Austria. The alcoholic beverage provider found a unique way to mix humor into their partnership. Check out the clip below:

Are You Maximizing the Value of Your Giveaways?

Are you receiving maximum value from the stadium giveaways that your company endorses?

Giveaways have become commonplace in today's sports society. With teams distributing giveaways on a regular basis (the Florida Marlins offered 140 giveaways/promotions in 2008), fans have come to expect these items when they head to the ballpark for a game... Unfortunately, giveaways are still considered commonplace in the eyes of many sponsors as well.

Who has done an effective job leveraging their premium giveaway nights?

AIG's execution of their "Endy Chavez Bobblehead Night" on July 13th, 2007 was exceptional:

• AIG distributed 25,000 branded Endy Chavez bobblehead boxes to Mets fans
• AIG  promoted the giveaway to fans entering the stadium gates using billboards adjacent to the stadium ticket box office
• AIG reiterated their sponsorship of the giveaway in-game using the main video board and alternative outfield signage 

AIG after all had good reason to exhaust so much energy into the Endy Chavez Bobblehead Night. Chavez made an exceptional catch while crashing into the AIG outfield wall signage during Game 7 of the 2006 NLCS, a moment that provided AIG significant publicity in print publications across the globe. Three (3) weeks after the sensational catch, AIG's earnings and shares surged to their highest value in 21 months!

Do You Want Team Employees to Live and Breathe Your Brand?

Are you looking for ways to have team employees live and breathe your brand? Are you looking to instill your corporate culture in the stadium environment?

Sports Business Journal featured a very interesting article this week profiling Red Bull's efforts to drill its brand messaging into the minds of the New York Red Bulls team staff. Team management hired Global Interface Consulting Group to create a course teaches the principles of the Red Bull brand to all stadium employees held under contract. Everyone from team staff to custodians to security guards will be required to attend the training session, which details company information, game day expectations, and the roles of personnel on-site. The team estimates that 1,500 people will take the course.

The "brand education" sessions are being implemented as the New York Red Bulls prepare to launch their new stadium in Harrison, New Jersey in 2009/2010. Check back for more details on the team's preparations and other innovative brand building strategies!

The Minnesota Lynx Know How to Party...

Are you looking to create an in-venue experience? Are you looking to provide fans alternative reasons to come to your games?

In 2008, the Minnesota Lynx unveiled the "Minnesota Lynx Party Zone", a fan-friendly courtside area that offers fans the chance to experience a game courtside with a range of amenities and entertainment.

The Lynx Party Zone was developed as a way for the WNBA franchise to celebrate its 10th year of existence and offer its loyal fanbase an unmatched V.I.P. courtside experience.

The Lynx Party Zone offers a variety of seating, entertainment, and hospitality options:

• Lynx Lounge - Tickets/Hospitality plans range from $1,500 (25 persons) to $3,000 (50 persons)
• Courtside Mini-Suites - Three (3) available suites that seat 6-8 persons; guests receive in-seat service ($500/game)
• Large Courtside Suite - One (1) large suite available that seats 12-16 adults; guests receive in-seat service ($1K/game)
• Kids Zone - Interactive play area (open one hour prior to tipoff), interactive games, face painting, poster making, and balloons
• DJ/Band Stand

Concessions in the Minnesota Lynx Party Zone is comparable to concourse prices ($3.50-$6.50 for food; $4.00-$4.50 for non-alcoholic beverages; $6.25-$6.50 for alcoholic beverages).

Looking for a Unique Viral Campaign?

Are you looking for a unique way to drive awareness for your partnership with a fanbase? Are you looking to create an interesting viral campaign that will capture the attention of your targeted fanbase?

In 2006, Carlsberg created two (2) fantastic viral clips that demonstrate the passion of soccer fans (particularly team announcers). The company created a campaign that centers around the goal celebrations of two (2) opposing play-by-play announcers in the media booth (with subtle brand placement). The two (2) in-game opponents eventually agree one one thing... an ice cold Carlsberg beer. The ads are classic (even though they are in a foreign language) - check them out below!

Partnership Activation 2.0 - September Newsletter

The Partnership Activation 2.0 September Newsletter was released today. To receive a copy of the publication, please click HERE.

To subscribe to the newsletter distribution list, simply send an email to newsletter@partnershipactivation.net with "subscribe" in the subject line. Also, please include your full name, company affiliation, and contact information when subscribing. If you like what you see, please pass the newsletter (and/or link to this site) along to your friends and colleagues in the industry who also may be interested.

If your organization is interested in advertising on www.PartnershipActivation.net or through the Partnership Activation 2.0 newsletter, affordable opportunities are available. Please send all inquiries to advertising@partnershipactivation.net.

Thank you for all of your support!

Regards,

Brian

The Redeem Team Eats Wendy's...

With McDonalds spending hundreds of millions of dollars to serve as an Official Sponsor of the 2008 Beijing Olympics, you would have thought that the Redeem Team would eat its fast-food meals there, right?

Wrong. The clip below shows numerous members of the United States Men's Basketball team sitting down to eat Wendy's and discuss the Starbucks and Slim Jim brands... Wendy's representatives, take advantage of this viral!!!

Looking to Leverage Medical Partners?

Are you looking for unique ways to leverage medical partners in-venue?

As medical and pharmaceutical companies become bigger spenders within the sports landscape, teams will be asked to deliver additional assets and value. A simple answer for this? The stretcher.

Soccer teams and tournaments have already begun selling the stretcher as a branding piece. As the video demonstrates below (:47 mark), team/tournament representatives sold Coca-Cola on using the stretcher as a branding piece.

It is a little unclear as to why a company like Coca-Cola would want to brand the stretcher (does watching an injured person being carted off the field make consumers want to go buy a soft drink?), but it could be a serve as a valuable branding tool for a medical company/hospital who is looking to demonstrate their quality care for patients.

Sponsorships... From the Driver's Point of View

Have you ever wondered how much corporate branding is visible to drivers when they are circling the track?

The following clip provides you a view of the sponsorship world from a Formula 1 driver's perspective:

On this particular racing occasion, the following brands seem to have some nice at-track visibility:

• ING
• Bridgestone
• Vodafone
• Martini

Interested in Bringing Your Sport to the City?

Are you looking to drive more buzz and interest for your sport/organization in New York City? Are you looking for a unique idea to help you promote the game of golf?

In 2007, UBS took "city golf" to the next level with "The UBS Golf Challenge: Experience THE PLAYERS Championship at Rockefeller". UBS created an interactive exhibit at the Rockefeller Center that featured a scaled replica of THE PLAYERS Stadium Course's iconic island 17th hole.

Fans were provided the chance to hit a shot onto an island green surrounded by water ( the shot approximately 50 yards - 1/4th the distance of the actual hole at THE PLAYERS Championship). The exhibit attracted a wide variance of ongoers and participants, including businessmen, locals, and tourists. 

The USB exhibit also featured a putting area, full-swing net, golf pros on-site, and a giant LED television broadcasting the tournament for consumers to enjoy the ultimate golf experience.  Tishman Speyer partnered with Cutlip Golf Design to recreate the famous 17th hole and transform Rockefeller Plaza into a unique golf experience. The promotional exhibit required 3,500 square feet of sod, 31,000, gallons of water, 40,000 pounds of fill, and a large amount of netting.

USB, a Proud Partner of THE PLAYERS Championship, initially rolled out the free-of-charge exhibit at the 2006 TPC at Sawgrass tournament. Check out the interactive exhibit at Rockefeller Plaza below:

Have You Considered Enhancing Your Venue's Restrooms?

Are you looking for new ways to entertain fans at your venue? Have you considered enhancing the bathroom experience for your fanbase?

A horse racing venue in Mexico created a unique way to entertain consumers attending and betting on races at the track. Track representatives branded each of the bathroom stalls with a different horse color/number (portraying that consumers would be racing against one another when going to the bathroom).

This simple, yet extremely creative entertainment tactic can be implemented by venues and organizations in a variety of different means:

• Horse Racing - Implement a similar tactic using the horses racing in the day's featured race
• NASCAR - NASCAR tracks could feature an extremely similar tactic using the numbers/colors of fan favorite drivers on the circuit (e.g. a #20 orange/black sign hanging over the toilet representing Tony Stewart alongside a blue/yellow #48 sign representing Jimmie Johnson, etc.)
• NBA/NFL/NHL - These organizations can create numbered stalls representing players on the home/visiting team. Believe it or not, there are Boston Celtics fans out there who would like to say that they went to the bathroom in Kevin Garnett's stall during halftime.
• MLB - Offer a "Match the toilet with the Inning" promotion, where fans have a chance to be rewarded for their bathroom experiences. Teams can brand nine toilets (#1-9) and feature a receipt machine near each toilet. During each inning the machine will give a redemption receipt to fans who use that toilet. If the home team scores the most runs during the 1st inning, fans who use toilet #1 can redeem their "redemption receipt" the next game for a discount on beer/non-alcoholic beverage at a select concessions stand.

Does this idea sound interesting but your organization/venue doesn't want to pay the costs? Bring on a paint vendor, local print/copy service, and/or bathroom/plumbing provider to serve as the presenting sponsor...

Some other guerilla bathroom renovation ideas include:

Phoenix Coyotes Fan Mirror (previously posted on PartnershipActivation.com)

HeadwearMirrors (Give Your Fans Horns - potentially relevant for the University of Texas, Minnesota Vikings, South Florida etc.) (or similar headwear for other organizations)

Toilet Entertainment (Guerilla Soccer Games)

What Happens When You Play Lebron in Horse?

PartnershipActivation.com featured an article in May on Cub Cadet's Trick Shot Challenge, a promotion that offered one (1) lucky contestant the chance to play Lebron James one-on-one in a game of horse. Consumers were asked to submit their best basketball trick shot to www.LebronsTrickShotChallenge.com.

The lucky winner turned out to be David Kalb, a warehouse worker whose amazing basketball trick shot granted him the chance to take Lebron on one-on-one... Check out what happened when the two (2) squared off in the clip below (hint, Lebron lost):