Have You Seen This Zamboni?

Which partners are taking their activation to the next level in the NHL?

Gillette recently made a strong case for itself by creating a unique Gillette Phenom Zamboni through its partnership with the Boston Bruins. The zamboni, featured in the Migala Report's March edition, is a creative way to demonstrate the razor's "close shave" capabilities in-arena...

For those interested in seeing other creative ways to leverage zambonis, check out the Zamboni Gallery.

Looking for Help with Recaps? Use These Two Tools...

Are you looking for help on your recaps? Are you searching everywhere for pictures that capture client activation? Are you looking for new ways to present stadium layouts?

If so, take a moment to check out the two (2) tools listed below...

Flickr (www.flickr.com) - Flickr is a website that serves as a community for general consumers to post pictures of events they attend, etc. If you have a minute to check out the site, use the “Search” function to see if there are any photos that you could pull to enhance your recaps, etc. Your best bet may be to use simple search terms (Miller Lite vs. Miller Lite racing) and then quickly scroll through the photos… There are some great consumer engagement photos and you may be able to capture some additional photos of signage, personalities, and competitor footprints.

• Flickr is the most popular stand-alone photo site - It grew 56% in the past year and had 44.4MM global visitors in March. The site currently has 26MM members.
• Other photo sites include: Picasa Web Albums, Photobucket, ImageShack, and Fotolog... but Flickr is by far and away the best! 

Google Earth (http://earth.google.com/) - Google Earth is an incredible tool to use for providing detailed layouts of venues, footprints, etc. Download Google Earth by clicking the link above and navigate through the program using keywords (address, names of places, etc.) and then do a screen shot (using the Print Screen function) and cut and paste the image into Paint. Once in Paint, select the area that you would like to submit into your document and cut and paste. To reduce file size of your picture (which is normally 2-4MB), make sure that you use the Compress Picture function.

Golf Coverage of the Future...

IBM featured a terrific commercial during this year's Masters tournament in Augusta. The commercial profiles the impact that technology will have on the golf fan's viewing experience in the future... Check out the clip below!

Activation Gallery Update: Sports Billboards

Tonight I posted over 100 new pictures of innovative sports billboards from across the globe. Outdoor tactics included in the gallery cover everything from basketball to rugby. There are some great ideas, so if you have a moment check it out here.

If you have any suggestions of content or pictures that you would like to see, please contact me at bgainor@partnershipactivation.net!

Nike Football (Soccer) Does It Again!

Nike's Football (soccer) team has done it yet again... The company enlisted the services of Guy Ritchie to create this amazing commercial, which details the life of an Arsenal soccer player. Check it out below!
 

Some Notes from Ohio U's Symposium Weekend...

On Saturday of Symposium Weekend, the Ohio University Sports Administration program featured presentations from three alums who have risen to the top of the ranks in their respective industries:

• Scott McCune - VP and Director, Integrated Marketing, The Coca-Cola Company
• Jim Beeman - U.S. Retail Brand Marketing Director, Nike
• David Johnston - Director, Sales and Marketing, CBS Collegiate Sports Properties

I wanted to take a moment to share some key information from their presentations as they provided some great insights:

JIM BEEMAN, Nike

• Jim talked about shifts in consumer behavior as it relates to consumer experience, customization, digital acceleration and community.

DAVID JOHNSTON, CBS Collegiate Sports Properties

• The Economy's Effect on The Sports Industry
• Noted that the economy's current status is the best thing for the sponsorship space because it weeds out all the companies who are not truly committed and makes the industry as a whole less cluttered; added that we should have a better idea of where the idea is headed (and the role/future of rightsholders) in the next three years
• The Role of Rights Holders in the Industry (i.e. ISP, Learfield, CBS Collegiate, Nelligan, IMG College)
• Fifty-seven (57) of the major sixty-six (66) university athletic departments have national rights holders
• Notables that do not have national rights holders: NC State, Ole Miss, Mississippi State, Arkansas, Navy, and Notre Dame
• Outsourcing
• Companies outsource because of eight (8) primary reasons: Financial stability, expertise, focus, cost savings, capital investment, brand building, tax considerations, and staff compensation limitations
• There are four (4) primary reasons why organizations choose NOT to outsource: control, tradition, margins, authenticity
• The Multi-Media Rights "Revenue-Value Model" Consists of:
• Property Reps
• Agencies
• Sponsors
• Properties (measured based on size (value, relevance) and scope (global, national, regional, local)
• Cost Centers
• Players, coaches, facilities, marketing, legal, travel, insurance, event management
• Revenue Generation
• Consumer - tickets, development, merchandise, concessions
• Corporate - sponsorship rights, media rights, apparel rights, pouring rights 
• Management

SCOTT MCCUNE, The Coca-Cola Company

• Studies reveal that 79% of Chinese consumers are excited and proud about the Olympic Games
• Sprite is the #1 Preffered Soft Drink in China; Pepsi is #2; Coca-Cola is #3 (a large reason behind this is that Sprite is a much more favorable drink than Coca-Cola when it is served warm; Coca-Cola's push in China will center around serving ice-chilled Coca-Cola)

Take Your Venue Locales/Promotions Online!

Are you looking to drive awareness/demand for your promotions, suite levels, and VIP areas? Bring these ideas to life in your team's online space, where you can drive traffic and enhance existing assets.

For a "Best Practice", look no further than the Milwaukee Bucks' Miller Lite Home Court page, where users can win tickets, ask questions, watch video, and even check out photos from their time spent at the game.

The Bucks organization drives traffic to the website by featuring an icon in the right sidebar that is attention grabbing and intriguing. Once users click through and verify their age identification they are given full access to check out all of the area's amenities. Best in Class!

Capture Your Fans' Social Network

Are you looking to tap into your fans' social network? If so, which non-traditional initiatives have you implemented in the past year to capture their attention in this space?

The Milwaukee Bucks are a leader among others (Portland Trailblazers, Indianapolis Colts) who have made significant efforts to capture their fans' attention in the online space. The Bucks feature a "Social Section" sidebar on the organization's main page, highlighting their presence on Myspace, YouTube, Facebook, and MyNBA.com. This is a very cost-effective way to drive fan awareness for new ways to connect with the team during the off-season and off-days during the regular season. When you have a moment, check out their sites:

• My Bucks World (Myspace)
• YouTube.com/user/bucksdotcom
• Bucks Facebook
• My Milwaukee Bucks

Note: The Bucks didn't hide their social applications within their team site. They created a unique space on the site's sidebar for these elements to live and drive fan interaction. This is a vital component to their success!

Think Global, Act Local

Think global with your partnership decision making. Each of the major sports leagues in the United States have taken proactive approaches to drive their businesses, so it essentially time for you to mirror their actions... An article from Adweek (4.7.2008) entitled "Farther Afield" drove the thinking to post this article, as it made a collection of interesting points:

Looking at Sponsorships with a Global Focus

• The sponsorship industry in the United States is expected to grow significantly through 2010, climbing to $12.4BN in the U.S. (up 17% from $10.6BN in 2008)
• Similar sponsorship growth is expected in Europe, the Middle East, and Africa; sponsorships and related fees are projected to climb 16% to $10.7BN by 2010
• Sponsorship deals in the Asia-Pacific region are expected to grow by 26% to $9.6BN by 2010

The extended reach of American Sports

• National Basketball Association (NBA) - A global brand
• Major League Soccer (MLS) - The game of soccer is a global brand - the MLS is looking to expand its reach through the SuperLiga tournament (held in July-August '08) and attracting global superstars like David Beckham
• Major League Baseball (MLB) - An international brand with limited appeal
• National Hockey League (NHL) - An international brand with limited appeal
• The NFL is neither international nor global – it is an American sport with a long learning curve ahead – but it’s operators are determined to make it a global franchise

Leagues are taking steps to extend their reach

• The NHL is featuring its second annual NHL Premiere event, an international series with four (4) games in Prague and Stockholm.
• The NFL featured a game between the Miami Dolphins and New York Giants at Wembley Stadium (England) and recently announced that the Buffalo Bills will play one regular season game in Toronto, Canada over the next five (5) years
• MLS created the SuperLiga tournament, pinning American and Mexican men’s national soccer teams
• The NBA will host a 2008 European Tour, playing regular season matchups in Paris, Berlin, Barcelona, Spain, and London
• Major League Baseball held a two-game opening day series in Japan (Oakland Athletics vs. Boston Red Sox)

Sponsorship Involvement

• Pacsi, a Tokyo-based tire company, invested in the NFL international series because its company’s marketing is broken up into Asia, the Americas, and Europe
• Through the deal, Pacsi received field-level signage (not offered in the U.S.)
• Bridgestone and American Airlines have been very active sponsors in international deals
• Bridgestone was the title sponsor of the Bridgestone International Series (the Dolphins-Giants matchup at Wembley)
• Bridgestone received advertising units on Sky TV, on-air billboards during the telecast, pre-game tune-in spots the week prior, and game day advertising
• The game was broadcast in 200+ countries and in 21 languages via 31 media partners
• Signage received a combined 3:35; valued at $1.6MM in comparable exposure value
• Bridgestone also signed on as a partner of the NHL Premiere event
• American Airlines uses its partnership with SuperLiga to target younger, upscale Hispanics who are inclined to travel (particularly among individuals who reside in the U.S. but were born abroad)
• Pepsi and EMC sponsored logo patches on the sleeves of Red Sox and Athletics’ players during the MLB’s two-game opening day series in Japan

Headed to Ohio University's Symposium Weekend...

I will be taking a weekend hiatus to attend the Ohio University Sports Administration Program's Symposium weekend, an annual event that welcomes the program's 1,300+ alumni back to campus. Symposium is truly an exceptional weekend for networking and reconnecting with the program and its current MBA/MSA students. The Ohio University Center for Sports Administration is proud to announce Scott McCune, Vice President and Director of Integrated Marketing for Coca-Cola, as the honorary recipient of the Charles R. Higgins Distinguished Alum Award.

Symposium's weekend activities include a golf tournament, poker tournament, cookout,  speaker series, panel discussion, and a banquet. To complement the Symposium festivities, the Court Street Drinking Team shirts will be making their return to campus - if you are interested in purchasing one (1), please email bgainor@partnershipactivation.net. The Court Street Drinking Team Shirts are $15 and are available but limited in supply.

Alumni representing all facets of the sports industry will be in Athens this weekend for Symposium:

• Professional Franchises: Columbus Blue Jackets, LA Clippers, St. Louis Blues, Houston Texans, Dallas Cowboys
• University Athletic Departments: UNLV, Arizona State, Michigan State, Utah, Florida, Oklahoma, St. Bonaventure
• Agencies/Rights Holders: GMR Marketing, CBS Collegiate Sports Properties, ISP Sports
• Brands/Corporate Partners: Nike, Office Depot, Coca-Cola
• Research/Measurement: Scarborough Sports Marketing, Sponsor Direct
• Other: Tennessee PGA, PHPA, Harlem Globetrotters, Lake Erie Monsters, Banshee Music, New York Road Runners, Minor League Baseball, LMS, Toronto FC, NCAA, K&K Insurance, CLC, LVMS, TBS/TNT, etc.

It should be a great weekend... Look for some updates early next week!

Looking For A Home Court Advantage? Consider "Speedo Guy"...

The clip below details how Duke fans leveraged "Speedo Guy" to distract UNC shooters at the free throw line... A very interesting in-game tactic that seems to have worked! Off-the-wall sponsors (i.e. Axe, Trojan, etc.) should consider identifying similar personalities on college campuses to drive unique in-game guerilla marketing tactics...

What Would You Do For UNC-Duke Tickets?

What would you do for UNC-Duke tickets... arguably the hottest ticket in all of college sports? At the University of North Carolina, the Carolina Athletic Association (CAA) hosts a contest as part of "Beat Dook Week" that dangles four (4) riser tickets and four (4) lower-level tickets to the game for students who are willing to perform the greatest (craziest) stunts.

The contest is said to get bigger every year... and the 2007-08 season did not disappoint! The "What Would You Do For Dook Tickets" contest is held annually, with a Pokey-Stick eating contest and a soda-chugging contest complementing the promotion in the Pit in 2007-08.

This is a great tactic to drive student fan interest/demand for rivalry games... but most athletic departments would want to act with caution due to the potential legalities with being involved!

Introducing You to the Chipotle Blimp and the Moo Force One...

The video below captures some great footage of the Chipotle blimp doing some acrobatic tricks at a Dallas Stars home game. The blimp often drops restaurant coupons into the hands of fans in-arena. A great activation tactic by the Stars organization!

Chick-fil-A featured the Moo Force One at the 2007 ACC Women's Basketball Tournament in Greensboro, NC...

Signage... That Reflects In-Game Team Performance?

While watching a few of the NBA playoffs this past weekend, I began thinking about "signage of the future"... In the past few years, the sports world has seen a number of new advancements in the realm of signage inventory - LED ribbon board, courtside rotational, baseline rotational, 360-degree scoreboard, VMS, digital billboards, ProStar, Galaxy LED, ProFence field displays, fascia, outdoor marquee - teams are starting to cover an array of options.

But with the advancements in LED technology, will we soon see brand messaging that reflects in-game team performance? (This could be happening currently, I just haven't seen it)... Teams could customize brand messaging to fit in-game scenarios. Here are a few examples*:

When the Team is Winning:

• "The offense is running like a well-oiled machine" (Tie-in messaging for an automobile company)
• "That score gives them a big cushion" (Furniture retailer)
• "They've answered the call" (Cell phone provider)
• "This one's in the bag" (Trash bags, etc. (i.e. Hefty)
• "They're putting on a clinic" (Healthcare Clinic, etc.)
• "That's the nail in the coffin" (Morgue services)
• "Warm up the bus" (Bus Service)

When the Team is Losing:

• "It ain't over till the fat lady sings" (Jenny Craig, other weight loss companies with unique tie-in)
• "The wheels just fell off" (Junkyard, Towing, etc.)

During the Game:

• "Fans, get on your feet!" (Podiatrist, etc.)
• "You can feel the electricity" (Power/Utility company)
• "That was a textbook play" (Local university bookstore)
• "It's Gut-check time" (Specialist/Docter)
• "The clock is their ally/enemy" (Senior Citizen Center)
• "(Insert team name) draws first blood" (Red Cross)
• "Good call by the official" (Miller Lite - "Good Call" Campaign)
• "Ice the Kicker" / "It's time to milk the clock" (Local grocery store, ice company)
• "He cleaned his clock" (Clock manufacturer/repair service)

Just a thought. On a side note, I started a Signage Inventory Gallery (a visual representation of the different types of signage in-venue)

*Sports sayings courtesy of: The Sports Cliche List

The Ultimate Father-Son Promotion...

Gillette recently announced a unique promotion that offers five (5) lucky consumers the chance to compete with their fathers against three (3) of the world's greatest athletes. The promotion, "Play a Champion with Dad", supports the Gillette Champions platforms and pins consumers up against the likes of either Tiger Woods, Roger Federer, or Thierry Henry.

This promotion serves as a great way for Gillette to link its generations of consumers and provide a boost of sales momentum leading into Father's Day. Gillette aims to create lasting memories for the five (5) participants, who will share an incredible experience with their loved ones. The grand prize winners will receive airfare, multi-night trip accomodations, $1,000 in cash, and the opportunity to meet one of their favorite stars. Gillette is also supporting the promotion with thousands of instant prizes.

I foresee many more promotions down the pipeline that take a similar approach in offering fans the chance to win a unique experience with a close family member/friend... it only makes sense for services/products that weigh heavily on buying behaviors being passed down through the family!

Create Your Own Exclusive Coverage...

Have you ever heard of Yardbarker.com? If not, check it out. The site has recently done an incredible job capturing off the record one-on-one conversations with dozens of professional athletes. The website is taking user-generated content to the next level...

On Draft Day, Keith Rivers became one of the first players to share his entire draft day experience online through his blog on Yardbarker.com. Darren McFadden, the Oakland Raiders' first round pick, also used Yardbarker.com during Draft week, sharing video blogs from his draft experience in New York.

Yardbarker.com considers itself the web's most interactive sports media network, compiling original content from top athletes such as Donovan McNabb and Carmelo Anthony. Watch for this site to capture the attention of sports fans across the nation in the near future...This seems to offer exactly the type of content that consumers are looking for... off-the-record and original footage (Videos from the Yard - Right column of the main page). Take a look at some of the clips they have compiled on the site and begin brainstorming some ways that you can generate some unique content for your organization and its fans!

Tie-In Your Non-Profit Partners With Unique Promotions!

Are you in search of innovative ways to engage your non-profit partners? Have you considered activating non-profit partnerships in a way that directly speaks to your fanbase?

The American Red Cross recently launched Red Cross Racing, a national Blood Donor Rewards program that offers frequent donors the chance to receive points, which can be exchanged for Red Cross Racing gear (hats, t-shirts, jackets, die-cast cars). Consumers can register to join the Red Cross Racing promotion either online at redcrossracing.com or at one of nine (9) NASCAR tracks where a Red Cross trailer is featured in the midway. To spike consumer demand, the Red Cross is offering all participants who sign up between April 24 and October 1 the chance to win an all-expense-paid trip for two (2) persons to the Phoenix race (11.9.08).

The Red Cross will support its promotional activation with a full paint scheme of the #16 Greg Biffle car in two (2) Sprint Cup races (Talladega - 4.26.08, Phoenix - 11.9.08). In addition, the Red Cross logo will be featured on the #16 car in eight (8) other NASCAR races in 2008.

Use this rewards concept to drive thinking for innovative ways to tie-in your non-profit partners!

Activate Your Running Partnerships... Adidas Guerilla!

Are you looking for unique ways to have a presence in the running/marathon world?

Check out the clip below, which details an interesting tactic that Adidas developed to drive brand awareness among consumers partaking in a marathon in Auckland, Australia.

Leverage Team Personalities to Promote Upcoming Flicks!

Have you considered targeting film companies/music labels as corporate partners? Have you considered using team personalities to drive viral marketing efforts (for both internal and partnership purposes)?

The Los Angeles Lakers recently partnered with Columbia Pictures to create a unique vignette to promote the movie "21". The team leveraged the personalities of Ronny Turiaf and Michael Cooper to film an "At the Cinema" feature that showed previews and outtakes of the upcoming film. The Lakers did a tremendous job integrating the personalities of Turiaf and Cooper to promote the film (Turiaf currently wears #21 for the Lakers; Cooper is a former Lakers star who wore #21).

The Lakers posted the vignette on YouTube and supported it with messaging on various blogs and message boards to drive awareness and viral buzz.

Overall, a great initiative by the Lakers organization! See the feature below:

Looking to Draw More Eyeballs to Your Outdoor Signage?

Billboards... We see them every day driving to work. Some stand out from others and serve as provocating thought starters in the morning. But what are some ways that you can draw additional eyeballs to your outdoor messaging?

The video below that demonstrates a strategy used to promote the European Football Championship, tying in a partnership with Die Bahn, the German Railways. Constructed in Lepziger Platz (Berlin), the billboard has drawn significant attention largely due to the fact that the company covered the building behind it with artificial turf. With sufficient lighting, this backdrop magnified the billboard's presence in the high-traffic area.