When the Cubs Win, You Win!

Suiteplay, Chicago's leading retailer of fun home furnishing, is taking retail promotions to the next level with its 'Cubs Win You Win' promotion in an effort to build in-store sales. All consumers who make purchases at the retail chain's four Chicago locations between March 13th and April 14th will be reimbursed 100% if the Cubs win the 2008 World Series.

While the 'Cubs Win You Win' promotion poses an extreme risk for Suiteplay should the Cubs win, the promotion will receive tremendous media coverage as 2008 marks the 100th anniversary of team's last World Series Championship. High Risk = High Rewards... Retailers are going to new extremes to target consumers and only time and media buzz will tell if this promotion pays off for Suiteplay.

Kelley Claffey, VP of Marketing for Suiteplay, commented, "We are inviting shoppers to step up to the plate and buy furniture, games, and other accessories to make consumers' homes more fun for baseball season during the promotional period. To show our team spirit, we'll pay them back for their store purchases should the Cubbies go all the way! It's a win-win for everyone."

Go Cubbies Go.

Consider Leveraging Your Gas/Fuel Partnerships...

As the price of gas at the pump continues to rise, have you considered leveraging your team's gas/fuel partnerships to benefit your co-workers? Summer forecasts have gas prices nearing $4.00; working in an industry where wages are competitive and the working hours are long, can teams build internal rewards into their existing partnership agreements? It is worth a thought. 

Derrick Hall and the Arizona Diamondbacks have done an amazing job re-tooling their organization by starting with an employee-focused approach. Have you considered any avenues that your team's partnerships can benefit those working in your organization (your most important, consumer/client facing assets)?

Racing USA recently announced that they would guarantee that their employees would have to pay no more than $2.85 a gallon for gasoline to come to work. This measure was developed to relieve Racing USA employees of one inflationary pressure. The company, headquartered just outside of Birmingham, AL, staffs a 10,000 square foot facility.

When All Else Fails, Go With Thriller!

George Washington University's Athletics Department entertained its student fanbase pre-game with an interesting mascot 'Thriller' performance. It seems like when all else fails, fans will always respond favorably to Michael Jackson's 1984 hit single, a 14-minute video that is considered by some as the greatest of all-time.

See the clip below:

Shoot for a Scion!

Scion, a marque of vehicles produced by Toyota that targets Generation Y consumers, has run simple, yet engaging promotions at college campuses across the nation. In the clip enclosed below, Scion devised an on-court promotion where a contestant needed to make a layup, free throw, three-point shot, and a half-court shot in 24 seconds to win a brand new car. The promotion was executed and captured extremely well by the University of Maryland Athletics Department.

However, it is important to note that Scion could have done a number of things to really enhance the promotion:

• Feature a model of the car on-court
• Have personnel deliver keys to the car to the contestant
• Extend the promotion to the concourse level, where Maryland students can trial and/or inquire about additional information
• Feature a video from a Scion executive on the video board congratulating the winner on their achievement
• Tie in an incentive to the Maryland fanbase (if he wins, everyone in the crowd (or a section) wins XXX prize)

The company has a great slogan: 'What Moves You?'

#16 Seeds Have a Chance to Win 300,000 Pizza Slices!

Pizza Hut recently came up with a great campaign to entice #16 seeds in the 2008 NCAA tournament.  The pizza chain is offering all four (4) of the #16 seed teams the chance to win nearly 38,000 one-topping Pizza Mia pizzas for their respective universities (the equivalent of 300,000 slices of pizza). If any of the teams can pull off 'the upset of a lifetime', all active students and faculty members will be eligible for free pizza.

What a great promotion to capitalize on excitement on the eve of the tournament. While the chances of redemption are highly unlikely (a #16 seed has never defeated a #1 seed in the NCAA tournament), this promotion will provide Pizza Hut with great visibility across the nation. Since 1985, none of the ninety-two (92) #16 seeds in the tournament have escaped with a victory. Will there be a suprise in 2008?

Here is a list of the #16 seed matchups in the 2008 NCAA Tournament:

Mississippi Valley State vs. UCLA (3/20)
Portland State vs. University of Kansas (3/20)
• University of Texas-Arlington vs. Memphis (3/21)
• TBD vs. the University of North Carolina (3/21)

Wisconsin Sporting Events Are One Big Party!

I posted a collection of clips in the Video Vault that detail the in-game fan experience at the University of Wisconsin. The eleven (11) UW videos that were posted are a "must see" for those with fan entertainment responsibilities!

Check out the videos here.

Note: To see other videos in the Video Vault (i.e. Athlete Entertainment, Pre-Game Introductions, etc.), click on a different number in the Page tab (listed at the bottom of each page).

It's Tournament Time!

With Selection Sunday creating bracket buzz across the nation, I wanted to share a few quick facts regarding the magnitude of 'March Madness':

• Over 130 million people watched the 2007 NCAA Division I men's basketball tournament in 2007
• 40.3 million people watched the 2007 championship game
• CBS has an 11-year, $6 billion dollar deal with the NCAA to be the exclusive rights holder of all television, radio, satellite, digital, Internet, and home video rights of the event
• CBS is charging $85,000 per :30 commercial advertisement for the day games and $350,000 for early round and prime time games
• CBS is charging $1.4 million per :30 commercial advertisement for the two (2) Final Four games and the championship game
• CBS ad television revenue will top $450 million and possibly reach $545 million when factoring in Internet and other media outlet revenues (2007 ad revenue: $400 million) 
• Top five (5) corporate spenders for 'March Madness' include:
• General Motors (Pontiac) (approx. $70 million)
• Coca Cola ($22 million)
• AT&T ($20.7 million)
• Anheuser-Busch ($15.8 million)
• SABMiller ($13.8 million)
• Other "Big" Spenders" Include: Enterprise Rent-A-Car, The Hartford Group, State Farm Insurance, Kraft's DiGiorno, Lowe's, Sheraton (all six of the aforementioned are Official Partners of the NCAA)

Attract and Leverage Camera/Film Partnerships!

1. American consumers have a fascination for photo booths.
2. Fans love unique ways to capture their experience at events.

Why aren't sponsorship sales reps taking advantage of these understandings through partnerships with leading film and/or camera companies?

Here are a few unique activation tactics to consider:

• Photoboof is a mobile photo booth filled with bizarre props that travels to parties where people can pile in and take photos. The mobile rig instantly provides consumers with prints and drives traffic online by uploading images to a photo gallery.
• From a sports perspective, a team can offer a Photoboof that scours fans tailgates and enables them to take pictures to capture the moment using unique team props (i.e. mascot, dancer/cheerleader outfit, replicas of trophies, etc.) 
• Why is this attractive to a camera/film company? This program could drive web traffic (fans going online to download/see/print their photos), demonstrate proof of print quality/efficiency, and engage consumers through an "out-of-the-box" personable experience. What's great about this idea is that it eliminates the need for space to activate in-arena and is a great tactic to engage fans pre-game (Ideal for events where fans tailgate).
• Polite in Public - This "new photo booth", is in essence a blend of karaoke and photography. Teams can use this technology to create a specialized background for fans to capture a picture of themselves "in the moment."
• Idea: Offer a unique photo booth experience to fans sitting in the upper level of your arena to add incremental value at a minimal cost. Collaborating with a film/camera company to offer this exclusive photo booth will provide fans with an exceptional way to capture their experience (if possible, do this free of charge for fans). Simple in-arena tactics can leave lasting impressions enticing fans to return!

Side Note: Why don't teams use player nicknames to drive corporate partner investments? The Miami Heat could leverage Dwayne Wade's nickname, "Flash", to drive a unique team partnership with a camera company (Canon, Olympus, etc.). The Heat could offer fans the exclusive chance to rent out a new camera (at the team store, etc.) to take pictures of Flash in action (meanwhile, using the camera's flash feature). Such a simple collaborative promotion would enable consumers to trial product and drive traffic to an exclusive website where fans can download and view their photos.

Create Brand Extensions that Deliver Results...

In its latest tactic to target consumers while they are exercising, Nike has teamed with Apple to bring the Nike + iPod experience to gyms around the globe this summer. The two (2) innovative companies are working with gym equipment manufacturers to make gym equipment Nike + iPod compatible.

Why? To enable gym users to have the ability to track their workouts by simply plugging their iPod nano into their gym equipment. Using the technology, users can track their progress (using data converted to CardioMiles); setting goals and making challenges on NikePlus.com and interacting with personal trainers to chart progress. To date, Nike + iPod users have logged nearly 50 million miles on the website (in less than two years!).

This serves as a prime example for how two (2) leading corporations are using creative brand extensions to target consumers. Which leads to the question, does your team/organization think intuitively to create brand extensions? Do simple opportunities exist your local marketplace? Derek Jeter, among others, has recently begun to opening exclusive gyms. Do opportunities exist for teams/organizations to take advantage of this? (i.e. working with an exclusive team corporate partner to enhance and brand a local gym, branding special workout equipment that the team uses in gyms).

Many synergies exist for teams to align with gyms, local places of exercise, and products; why don't we see more activity in this space? Thinking outside the box can lead to some unique brand extension opportunities!

Got Gift Cards?

Gift cards have been a sweeping trend among sports franchises, quick/casual service restaurants, and big box retailers over the past five years. As gift cards have reached the masses, are they as effective now as they were five (5) years ago?

No, according to a recent report from WSL Strategic Retail, which states that 44% of shoppers gave gift cards during the holiday season in 2007, down from 60% in 2003. One must factor in the looming economy to the report's results, but this should be important to consider when promising results for corporate partners/internal management.

The WSL Strategic Retail report also revealed that*:

• 58% of people with HHI of $100,000+ bought gift cards (vs. 34% of people with HHI under $50,000)
• 41% of respondents indicated that they would rather receive cash
• 60% of teens and adults said that they spend more than the value of the gift card when they use it (demonstrating an incremental "lift" for gift card providers)

*Results for the 2007 Christmas holiday shopping season

Pre-Game Dance Routine

I came across a great pre-game feature that took place at Marquette University when it hosted College Game Day. The on-court vignette featured three (3) blow up mascots (Stallion Iverson, Yao Flamingo, and Dennis Frogman) performing dance routines. The performance was geared strictly for students who entered the arena early. Simple, yet capturing entertainment that fans love! Check out the clip:

Watching Sports in 3D HD?

Recent news circulating the sports marketplace has FSN Southwest scheduled to show the March 25th Dallas Maverics vs. Los Angeles Clippers game in 3D HD. The live 3D HD feed will be shown at the Landmark Theatres, a venue owned by Mark Cuban.

FSN's select 3D HD telecast will mark just the third time that this has ever occured. The NBA originated the idea in 2007 with an invite only event in Las Vegas for the All-Star game and the Cleveland Cavaliers hosted a 3D HD event for Game 2 of the NBA Finals, attracting 14,000 fans. To view the action, fans wear special goggles that enables them to see the 3D content and high definition picture. Reviews from those attending the 3D HD events have been astounding thus far (as the technology makes one feel like they are sitting courtside)

For more information on past 3D HD events, click on the following links:

• NBA All-Star Game telecast in 3D HD 
• The Cavaliers feature 3D HD for Fans at the Q
• Pace Technologies (Who Develops the 3D HD Software)

Media Watch:

• Over the years, television has gone from analog to cable to HD to...soon to 3D HD?
• Print media outlets recently unveiled 5D advertising. Through new paper engineering, sound chip technology, and aromatic printing techniques, print media will soon feature full, one-page advertisements that target consumers through an intimate three sensory mediums (sight, sound, smell). Currently, 5D cost approximately $2 per insert, a price that is figured to decrease as the 5D print technology becomes more mainstream. 5D technology will enable publishers to continue to battle the digital space for advertising dollars.

Nike's New Commercial Is A Hit...

In case you missed it, I wanted to share the new Nike commercial that aired on Wednesday during American Idol. The commercial profiles Nike's new SPARQ training and equipment to counter the rising demand for Under Armour. Through the SPARQ program, Nike will offer standardized training, superior training footwear, appearel and equipment, and a digital training environment that combines everything. 

Here is the clip:

Demo Watch: Middle-Class Millionaires

Too often we hear the words "blue collar" and "middle class" but what do these terms mean in today's society? Do you consider "middle class" persons wealthy? What if I told you that thre are 8.4 million middle-class millionaires in today's society. Middle-class millionaires, a segment of the population making between $1MM and $10MM, is the second fastest growing sector in the United States today (only to the "about-to-be-a-millionaire" families with a net worth between $500K and $1MM).

But who exactly are middle-class millionaires, outside of their financial status?

Middle-class millionares:

• Are driven individuals, working long hours
• Consider themselves simply "middle class"
• Are 50 percent more likely to say that they 'tell lots of other people about products or services' than the average middle class individual
• Are generally considered early adopters - among the firt people to try out a new product or service
• A populous growing at a rate of 15% every three (3) years
• Are reportedly consulted for advice on what to buy five (5) times more often than normal middle class persons
• A phenomenon deemed "the influence of affluence"

Why is this important to you as a sports marketer? During the next decade, there could be 15-20 million middle-class millionaire households in the United States alone - the majority of whom are baby boomers. This is great news for a sports industry that has seen continous increases in sponsorship spending, ticket prices, and player salaries.

Extend the Life of Your Marketing and Ticketing Strategies...

Can you name ten (10) brands that advertised in this year's Super Bowl?

Joseph Jaffe of Ad Age posed this question to prove that marketers are spending too much time and effort on the upfront "oohs" and "aahs" and not enough on the follow through. Each company spending $2.3MM to advertise during the Super Bowl would hope that you would remember their associated presence. In reality, the Super Bowl is a data overload, overwhelming consumers with a variety of messaging (commercials, commentary, in-game advertising; not to mention the actual game)

 Read more here on adding "life" to your campaigns.

Great Traditions: Run Ralphie Run

The University of Colorado builds pre-game excitement at its home football game by having its 1,300 pound mascot, Ralphie, lead the way with a lap around Folsom Field. Ralphie's run takes place just prior to kickoff and sometimes takes opposing teams by suprise. Enclosed below are two (2) clips:

1. The Running of Ralphie (field view)
2. The Running of Ralphie from the student section's perspective (adding in alcohol and high fan affinity)

THE RUNNING OF RALPHIE

THE RUNNING OF RALPHIE (AS SEEN FROM THE STUDENT SECTION)

Are You Looking for In-Game Entertainment?

If you are looking for halftime entertainment, search no further. Three (3) of the best halftime acts in all of sports are shown below:

STICKMAN AT THE UNIVERSITY OF TOLEDO

THE RED PANDA (Krystal Liu)

QUICK CHANGE

Building Pre-Game Excitment at Auburn!

Prior to every home football game, Auburn features the War Eagle Flight, one of the best traditions in college football. "War Eagle", the battle cry and symbol of Auburn University, is brought to life each game when Auburn officials release the eagle, having it circle the stadium and land mid-field. The moment causes one of the most electric scenes in all of college football!

Check out the clip:

Background on the Eagle (as taken from Wikipedia):

• The first time Auburn met Georgia on the football field in 1892 a veteran of the Civil War attended the game with a golden eagle that he had found on a battlefield during the war and kept for 30+ years. According to the story, the eagle suddenly broke free and began majestically circling the playing field. As the eagle soared, Auburn began a steady march toward the Georgia end zone for a thrilling victory. Elated at their team's play and taking the bird's presence as an omen of success, Auburn students and fans began to yell "War Eagle" to spur on their team ("war eagle" was once the common term for golden eagles). At the game's end, the eagle took a sudden dive, crashed into the ground, and died. But the battle cry "War Eagle" lived on to become a symbol of the proud Auburn spirit.

Is All This Green Talk Making You Turn Blue?

Eco-friendly fever has rapidly become mainstream, sweeping the nation by storm. You are either green or you aren't. Marketers have created programs that tout green products, donate money to global conservation efforts, and have even tried to make their processes and systems more eco-friendly along the way. Americans talk green, but do they act green? Do consumers really understand the eco-benefits that companies are claiming?

According to the Federal Trade Commission, consumers don't - a key reason for why the government agency is cracking down on its green guidelines and forcing companies to show reliable evidence of their efforts. In reality, few consumers understand how their dollars help the planet and companies lacking true messaging campaigns will begin to pay the price. The FTC will begin to mandate that companies explain to consumers exactly what benefits are derived from their environmental efforts through clear, understandable messaging.

In other words, if you are going to create a green initiative for your team/sports organization, act with sincerity and in doing so, explain exactly what you are doing to consumers. Has the sports marketplace been slow to adapt to the green movement? Not necessarily. Recognizing how highly consumers "say" they value the eco-friendly initiatives, more teams and corporate sponsors than ever are responding:

• The Buffalo Sabres recently announced a "Blue & Gold Make Green Initiative" where the team is aligning with National Fuel Gas Co. to become environmentally friendly and hand out 5,000 conservation kits to fans that attended their Feb. 17th home contest. 
• Gas and energy companies are using green messaging to make a social connection with fans through their sports partnerships.
• The Washington Nationals are creating the first big league sports facility with a green roof; the ballpark will feature a 6,300 square foot roof that is covered with plant grass and other plants. The green roof is designed to absorb the sun's rays and reduce the amount of reflected heat.
• NBC's Sunday Night Football has demonstrated numerous "energy conservation efforts", including a feature where the network aired its halftime coverage in the dark to save electricity.
• The Pepsi Center become the first sports arena in the United States to claim "100 percent Green" status by announcing it will buy enough renewable energy to offset all electricity used at the arena. Arena officials also announced a program to encourage fan involvement in environmental issues, a package of improvements to the 9-year-old facility, and the arena's involvement in the Environmental Protection Agency's "Climate Leaders" program -- again, the first in the United States by a sports arena (3/17, Newswire)
• The Cleveland Indians announced an environmental campaign termed, "Our Tribe Is Green... Are You In The Tribe?". The campaign is supported with "green concessions efforts" - recycable paper, corn starch cups, and recycable containers (SBJ 3.24.07)
• The Pittsburgh Pirates launched "Let's Go Bucs. Let's Go Green." to stimulate green initiatives, business practices, and educational outreach (SBJ 3.24.07)

However, when going green act with caution. Mike Lawrence, EVP of Cone LLC in Boston, said it best, "Green marketing is a minefield and a fertile field at the same time. Marketers see the polls and want to take advantage of the green movement. In the process they may be shooting themselves in the foot."

On a side note: Starbucks' current "Green Slogan" for its paper products is pretty good:

Less Napkins. More Plants. More Planet. Less Napkins.

You May Want To Re-Analyze Online Advertising...

The future is digital media... everyone knows that. But is online advertising as effective as everyone thinks it is? Maybe not, according to a recent study conducted by comScore, media agency Starcom USA, and the ad network Tacoda, owned by AOL. The study's results found that:

• Just 6% of Web surfers ccount for more than 50% of all clicks on display ads (i.e. banner ads)
• The majority of these "heavy clickers" earn less than $40,000 and account for less than 15% of the actual shopping online

What does this mean for sports marketers and property reps? Well, simple online banner advertising may not be as great of an asset as people once thought. Therefore, we need to get more creative with using our online ad space to drive promotions/sweepstakes, offers for customized products, and other initiatives that engage consumers.

How is the industry reacting to these findings?

• Google is rolling out a new tool that allows advertisers to pay only when they acquire new customers (i.e. a person who purchases or signs up for a mailing list)
• Microsoft has developed a system that allows advertisers to pay based on the amount of consumers that watch a video, provide their email address, or act in another manner the corporate advertiser desires.

Here are some examples of great banner ads that I have recently seen: