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...
Sponsors interested in connecting their brands with professional athletes and entertainers should check out Pro Player Connect, an online environment that serves as a portal for connecting businesses and athletes. The site is still in its beta stages but serves as an innovative means for providing companies an easy way identify and connect with athletes interested in engaging in collaborative efforts.
Currently, the site connects businesses with athletes but future plans will enable professional athletes to reach out to businesses and have the ability to connect with other athletes. All sponsors have to do is complete five (5) easy steps:
Identify potential athletes to align one's product/service with
Create an offer on the site
Send the offer directly to the athlete for their review
Communicate through a messaging system
Complete the offer acceptance - five easy steps
The site states that 12,700 offers have been made in its existence and 421 athletes have joined on. The site boasts a solid list of athletes but lacks some star power... Some partnering athletes include:
Chelsea and Manchester United recently competed in one of the greatest Premiership games ever (a game played in Moscow)... The two teams were competing for a $166MM prize, and if you failed to have the television tuned in to ESPN on a Wednesday afternoon, you likely missed it.
I have enclosed a short clip showing some coverage of the game to point out some of the game's branding elements:
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!
Are you looking to capture the attention and interests of the aging baby boomer demographic? Are you looking to develop a platform that acknowledges senior citizens in your local marketplace?
Check out the Tampa Bay Rays' innovative "Golden Rays" program, a campaign developed to draw senior citizens in the Tampa marketplace to the ballpark. Golden Rays Plus Memberships are available for just $10 to all Rays fans 55 years of age or over...
Golden Rays Plus Members Receive:
One (1) ticket voucher to one of eight (8) select games (the dates vary)
One (1) ticket voucher to see either the Yankees or Red Sox play in Tampa
$2 off Outfield Tickets and $1 off Upper Deck tickets to Regular Games Monday through Thursday
Golden Rays T-Shirt
Invitation to attend Exclusive Seminars
Golden Rays Newsletter
To sign up, consumers can either fill out a quick information page on the team's website or call 727.342.4774.
By offering direct access to this membership base (or the group database), I would think that the Rays could effectively sell a presenting partnership for this group... As many companies look for new ways to target baby boomers, wouldn't an automobile/healthcare/eyecare/financial company be interested in tying in their business? Offering select discounts/rewards/plans for Golden Rays members? This serves as a great example of how teams can further segment their fanbases to show incremental value to potential partners...
A great initiative to mirror as the baby boomer demographic nears retirement!
"You've followed their careers. Now follow their lives."
Are you looking to enhance your community relations efforts? If so, take a look at the St. Louis Rams' "Rams Living" feature page on the team's website. The site does an incredible job connecting fans with their favorite stars off the field.
Rams Living provides an in-depth look at the players and their favorite music, foundations, and hobbies off the field. The site also features player videos, commercials, newsletters, downloads, and an off-season calendar.
It really is impressive to see a team like the Rams use its online assets to promote its players' community foundations efforts:
In addition, the St. Louis Rams do a great job integrating their three (3) supporting corporate partners: Save-A-Lot Food Stores, Waste Management, and US Cellular.
This site definitely serves as a best practice... If you have a moment, check it out!
Kobe Bryant recently created a unique clip with the crew of the MTV show Jackass to further promote his new brand of Hyperdunk shoes that recently hit the market... The video below complements the Aston-Martin clip that was a nationwide hit:
Who hasn't had a discussion about the beer man while attending a baseball game? Over the past century, beer men roaming the stands at ball games have become as engrained in the sport's culture as the seventh inning stretch.
But what is it about the beer man that captures the attention and interest of fans in the ballpark? Why haven't alcoholic beverage sponsors worked harder to leverage one of the most visible assets in the park? What other opportunities/best practices exist with the ballpark beer man?
To help address some of these questions, I have enclosed a collection of Beer Man photos in the Activation Gallery. After doing some preliminary research on the Internet, I came upon some interesting findings:
Wally the Beer Man is a local legend in the Minneapolis-St. Paul vicinity; famous you might say. Wally has his own baseball cards and has been a focal point of national media coverage on multiple occasions...Wally has been selling beer at almost every beer-friendly sporting event in the Twin Cities since 1970.
Japanese beer men strap a keg onto their backs (with a portable cup dispenser) to serve fans at local baseball games. I have yet to see this innovative strategy reach be implemented in the United States - a best practice if fans do not prefer a variety of beers! I would't be suprised to see some alcoholic beverage sponsors seeking exclusivity conduct a similar practice
The Japanese also offer "beer women" that roam the stands and serve beers to fans in attendance... Even these women carry a keg on their back to serve fans!
A collection of different ways to carry/distribute beer (boxes, trays, racks, kegs, etc.)
Unusual hair/facial hair styles
Why hasn't a company like Miller or Budweiser put together an innovative viral marketing campaign around the beer man that shows some raw footage/beer calls? It would be an INSTANT HIT.
Here are some of the beer man videos circulating the web...
"With Surface, we now see a day when every desk can be a computer, and it's not only your desk but maybe your kitchen countertop, the table in your breakfast nook, the mirror in your hallway or, at work, the conference room table." - Mark Bolger, Senior Director of Marketing, Microsoft Surface Computing
It is only a matter of time before Microsoft Surface becomes the most discussed topic in the sports industry. The technology is here - AT&T retail stores in NY, Atlanta, San Antonio, and San Francisco debuted the technology last month...
The Microsoft Surface phenomenon will be the new wave in technology that all teams are looking to capture... Taking a look at how technology has evolved over the past thirty (30) years in the sports industry, it comes as no suprise that teams will be looking for "the next best thing" now that the LED/High Def scoreboard craze is startign to lapse...
But how exactly will Microsoft Surface technology affect the sports industry?
Suite Levels
Picture all persons seated in the stadium suite level with technology at their fingertips. Instead of walking out to grab a drink, waiting for a hostess, or using a "loaded concessions/merchandise" card, consumers will be able to order concessions and merchandise through the countertops of the tables they are seated at.
Press Row/Courtside Seating
Courtside seating will be taken to a whole new level... The media, PA announcer, statistics officials, and fans with elite courtside seats will be treated to touchscreen technology that will amplify their game experience and relieve some of the stresses of their game responsibilities... What exactly will this technology be able to do for these individuals? Time will tell...
Promotions
Soft-drink cups could have tags printed on the bottom, which, when placed on the Surface counter, could then call up promotions. Teams could also place tags on premium items, which could activate a trailer on Microsoft Surface promoting upcoming movies, product offers, and additional information relevant to consumers.
Digital Content
Teams could load the Microsoft Surface with music files, wallpapers, screensavers, and ring tones that consumers could load directly onto their phone by simply dragging the file with their finger.
What is Microsoft Surface?
Microsoft Surface is an emerging technology that allows users to touch digital content with their fingers and a flick of a hand. Freed from the limited of a click or key, users can touch dozens of locations. Because of those multiple points of contact and the surface size, it is intended for multi-user applications. Microsoft is basically repositioning the tabletop by taking what was an inactive surface and turning it into a vibrant interactive display.
How is Microsoft introducing the technology and what is the price point?
Microsoft is using a model similar to the introduction of plasma TVs. The company is focusing on leisure, entertainment, and retail sectors where consumers can familiarize themselves with the technology while Microsoft works to reduce the price point, which is currently around $10,000 a unit for commercial partners.
Microsoft has received more than 3,000 partner inquiries from 50 different industries across 25 different countries since the product's introduction and figures that Surface can be a $2-3BN market by 2010.
Source: The Power of Touch, Adweek (5.19.2008)
Check out the videos below... this technology is amazing!
With youth interests and sports participation figures fluxuating in the past decade, teams and brands alike have been devising new strategies to target this attractive demo... Youth now have more disposable income, influence on HHLD purchasing decisions, and freedom to speak their minds (through a variety of media channels).
How are figureheads in the sports world responding to this? Well, the WWE is on to something...
The World Wrestling Entertainment (WWE) soon will be launching a web site strictly for kids. The site, WWEKids.com, will complement the recent launch of the organization's kids magazine, WWE kids. Both initiatives are geared towards youth 6-14 years of age. WWEKids.com will host content from the magazine and offer interactive puzzles, interviews, and games featuring the wrestlers as well as consumer products. WWE is sidestepping nervous parents by offering exercise suggestions, providing details on healthy eating, and promoting community involvement and self-esteem.
Geof Rochester, Executive Vice President of Marketing for WWE, commented, "We have seen a steady growth in younger viewers of our programs, and we have made a conscious decision to embrace this audience."
This is a GREAT initiative and serves as a model that I think many professional leagues will look to model. Look for more information to come on similar concepts as they develop...
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.
As sports marketers, we always hear about how Myspace and Facebook are the perfect means for targeting young consumers across the globe... However, the struggle has come with developing effective means to target users on these social networking platforms? What is the best way to target these individuals without interrupting their interactive experience? Widgets? Groups? Video? There are endless opportunities; marketers now just have to realize which means are the most effective and efficient...
Let me introduce one more social networking application that is reaching the masses ala Myspace and Facebook:
Ning is an emerging website service that allows users to create their own social networks... For Free. Ning is a very user-friendly site that is bringing social networking to the masses (similar to the way that Facebook/MySpace emerged). Here are some insights on the website:
The site allows users to build their own small social networking sites, complete with customizable, easy-to-design pages that include all of the tools available on sites like YouTube, Flickr, and MySpace.
Users can post photos, videos, messages, comments, questions, etc.
The site currently has 230,000+ social websites listed.
About 40% of Ning's social networks originate outside the United States, and members from 176 countries have signed up, with the service already available in several languages, including Chinese, Japanese, Spanish, and Dutch.
The company estimates that, at this rate, by New Year's Eve 2010 it will host some 4 million social networks, with tens of millions of members, serving up billions of page views daily.
Issues:
Control (someone would need to monitor the site for information, etc.); However, the positives should heavily outweigh potential negatives in this case…
Driving Traffic – The site currently doesn’t feature a search system that enables users to easily find your site. Marketers would need to promote their social networks individually through a viral campaign, etc.
Enclosed are some examples of social networking websites created through Ning (to give you an idea of what type of page can be created pretty easily):
In the coming weeks, look for a Partnership Activation Social Networking Page that will enable you to connect with other sports marketers from across the globe to discuss industry best practices and innovative partnership tactics! More to come soon...
Check out the enclosed clip that Nike created to promote its line of Nike T90 soccer cleats... The company convinced Cesc Fabregas to perform soccer tricks in daredevil fashion... Fabregas is a star player for the British soccer team Arsenal F.C. - A very interesting tactic to drive buzz and awareness for their new product!
With the advent of new technologies like TiVo and DVR you probably feel like you have finally escaped those annoying advertisements that disrupt your television viewing experience...
Not so fast... Advertisers are responding to these scenarios and are getting smarter in the process. Marketers, media buyers, and network executives are anxiously awaiting the emergence of addressable advertising, a new form of technology that will enable them to target TV ads by household. For example, a 17-year-old teen will see different ads during their viewing experience than a 55-year-old Baby Boomer.
Watch out for an initiative called Project Canoe, a fast-growing momentum to bring addressable advertising to the marketplace... All we are hearing is that this technology will come sooner than later... possibly very soon. Testing for this advertising technology will begin in the marketplace in Q3 2008.
In the end, cable operators will b able to pinpoint ideal target audiences and inform advertisers whether their sports are effectively targeting the end user/viewer.
What are some innovative ways that your team/brand has tried to connect with its fanbase on Facebook and Myspace?
While many marketers understand that social networking applications are the most effective means for targeting young consumers, many have not discovered effective ways to make use of these mediums.
The Cincinnati Bengals have discovered an easy solution for engraining their brand in the lives of their fans... The team created the "Bengal Widget", a transferable item that users can post on their social networking profiles.
The Bengals Widget offers the 2008 schedule, team videos, news updates, and related team events. Users can simply "own" the Widget by copying it directly from the team site to their social networking profile or copying and pasting the widget's HTML code directly into their website. All consumers have to do is hit the "Grab It button" on the widget, posted on the team webpage.
Look for more teams to discover and create unique widgets that fans can post on their fan profiles to show their team support! The sports applications on Facebook have already demonstrated the popularity of these types of widgets among users.
When was the last time that your organization considered making dramatic improvements to its concessions and bathroom facilities? We repeatedly here about teams upgrading their scoreboards, stadium seating, and suite levels, but too often we ignore some of our venue's most pivotal assets - restrooms and food concessions.
Consider the following guerilla tactic implemented by Kleenex... Have you considered bringing on a CPG/Home Improvement partner that can be leveraged to enhance your venue's facilities? This could serve as a great way to vastly improve your women's restrooms to say the least...
Are you looking for innovative ways to capture the attention of your consumers and fans during their every day lives? Nike walked a fine line with its guerilla marketing tactics in Prague, shown in the clip below... Nonetheless, an innovative tactic that definitely drove consumer awareness on the streets of the city!
Which teams and University athletic departments have emerged as "best-in-class" when it comes to grassroots efforts? The following pictures make a strong case for the Phoenix Coyotes, an organization that always seems to find innovative ways to leverage their product in the Phoenix marketplace.
Check out some of the Coyotes grassroots efforts and consider ways that you can implement similar ideas within your venue/market:
Unique Fan Photo Area Out-of-Venue:
Bathroom Activation (Team Branded Mirror)
Custom Shopping Cart Return
Faceoff Street Theatre (Street Corner Display)
Innovative Awareness Tactics
Not sure if the Coyotes actually did this... But this would be a great way to leverage your hockey organization at a local bowling alley!
Have you considered numerous ways to target your fanbase online? Have you brainstormed ways to increase the engagement level of your team emails/text messages?
The Green Bay Packers decided to target their fans by starting at the origin of communication, partnering with Hotmail to create a free web-based email platform for its fans across the globe. Packers fans can now demonstrate their team loyalty with a XXXX@GBPackersFan web address by simply signing up for a free account through the team website.
A simple, yet great idea by the Packers organization!
David Sanchez of PINT, Inc. wrote a great post on the Sports Marketing 2.0 webpage that describes how teams are losing potential revenue/ traffic hits by not registering all of their relevant domain names.
Think about it. How many persons might misspell your domain name during a search and inevitably give up? In the article, David suggests that teams should purchase all of the potential domain names for their site (which range from $1.99 to $40.00 per month) in an effort to generate more traffic and help users find their site.
Consider having your organization pay an outside company to perform a domain audit to investigate misspellings, international domains, domain name suggestions, and more. It may be worth your while!
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Tuesday, May 27, 2008 at 10:01PM 
