Boston Celtics Fans Love Their Gino...

Are you looking for a new way to entertain your fans during games? Are you looking for unique ways to leverage video board content during timeouts?

During the Boston Celtics' 2008 NBA Championship Title run, the city of Boston became infatuated with a phenomenon involving "Gino", a character from the 1970's show American Bandstand.

Each time the Celtics were in a position to win, the team would play a clip on the video board of Gino dancing his tail off in classic attire with the name Gino emblazoned across the front of his shirt. Gino quickly became an instant hit in Boston, with some even referring to him as the team's unofficial mascot.

Ginofever led the Wall Street Journal to begin an investigation in 2008 to track down whothe mysterious Boston legend actually was. Unfortunately for Celtics fans everywhere, the Wall Street Journal's investigation found that Joseph R. Massoni aka "Gino" passed away at the age of 34 in Fontana, California. But in Boston, the Gino legend will always live on.

Check out a clip of Gino in action celebrating a Celtics victory below:

Shaq and LeBron Post New Pre-Game Intros...

Are you looking for new ways to entertain fans during pre-game festivities? Are you looking for ways that athletes and teams can leverage their corporate partners in new situations?

In recent weeks, Shaquille O'Neal and LeBron James have called on their teammates to help them create some captivating pre-game introductions. The pre-game features are beginning to draw a significant amount of buzz as they help show the true personalities of the players.

There hasn't been any word on whether the NBA approves/disapproves of the pre-game features (as they creep close to touchdown celebrations) but it could open up the door for many teams and athletes to consider new ways to leverage corporate partners.

For instance, in the videos of Shaq and LeBron's pre-game intros displayed below, both could have easily tied in a corporate partner (if there was an opportunity to do so) by simply displaying a sign at the end of the feature that promoted a camera/film company (e.g. Kodak, Olympus, etc.) or a bowling alley (mirroring an improv skit).

Consider new ways that you can bring your corporate partners to the forefront on game day!

The Brewers Look to the Dollar Menu to Deliver Value...

Are you looking to make your events more affordable for fans? Are you looking for new ways to spike concessions sales?

The Milwaukee Brewers are responding to the concerns of their cash-strapped fans by recently announcing that they will offer a $1 menu concession stand at Miller Park during the 2009 season. The stand, which will not be open for every game during the season (including the team's season opener against the Chicago Cubs), will offer hot dogs, a 12-ounce soda,a 24-ounce tub of popcorn, a small ice cream cone, and a large cookie all for $1 apiece.

The Brewers can afford to offer such a deal because the team's ticket sales initiative has been so strong heading into 2009 - the team reached one (1) million tickets sold faster than at any other time in team history (despite the current economic decisions).

The dollar menu initiative is a great way for the team to sincerely demonstrate its appreciation of the commitment the team's fans have shown in the past few months despite all of the economic hardships. However, Brewers fans looking to capitalize on this great value can expect long lines throughout the season with the team slated to only offer one (1) stand for consumers to take advantage of at Miller Park.

With the 2009 baseball season set to begin in just a few days, expect the Brewers' dollar menu initiative to be modeled throughout the industry. The San Diego Padres recently announced that they will be offering a "Five for $5" concessions initiative in 2009 where consumers can receive a regular hot dog, a 22-ounce soda, a medium bag of popcorn, a small bag of peanuts, and a large cookie for just $5 (providing $8-$10 in savings for consumers). Check back for more price point promotions being implemented by MLB teams at the concessions stand!

Ski for Free with VitaminWater...

Are you looking for a unique way to reward winter sports enthusiasts? Are you looking to leverage a partnership with a ski resort?

VitaminWater recently ran a "Ski with VitaminWater" promotion that enabled any consumers who brought an empty VitaminWater bottle to the Timberline Lodge & Ski Area to ski for free on Friday, February 27th.

VitaminWater supported the event byfeaturing a branded van in front of the lodge that gave away branded snowboards, defense packs, free product, and hydration tips. The company also featured pro snowboarder JJ Thomas on-hand to share tips and insights for snowboard enthusiasts.

VitaminWater also offered consumers an opportunity to enter for a chance to win a three (3) day weekend at the Timberline Lodge and Ski Area (which can also be done online).

Barclays Scores New Fans With Its Ticket Office Promotion...

Are you looking for new ways to leverage a financial partner? Are you looking to create a nationwide promotion that can be scaled down to the regional/local levels?

Barclays created a terrific promotional concept in support of its Title Sponsorshipof the English Premier League. To activate its official title status, Barclays created the "Barclays Ticket Office", a promotion which rewards a pair of Barclays Premier League match tickets every 90 minutes, every day, for the duration of the 2008-09 EPL season.

The Barclays Ticket Office payoff equates to 16 pairs per day, 120 per week, 480 per month, and approximately 4,320 pairs distributed through the duration of the nine (9) month promotional campaign from August 16, 2009 to May 24, 2009.

Consumers are allowed to enter to win as many times as they would like throughout the season (with no charges being applied outside of standard texting rates), but are only eligible to win once during a 24-hour period.

To participate in the promotion for the chance to win a free pair of EPL tickets (travel and accomodations not included), consumers must obtain a 10-digit code by:

• Using a Barclays ATM in the UK, Channel Islands, or Isle of Man and requesting a receipt. Consumers can use the 10-digit code on the back of the receipt to enter to win
• Logging on to the Official Barclays Ticket Office promotional page and spinning five virtual soccer balls to receive a 10-digit code
• Participating in a variety of other Barclays' promotional contests

Once consumers have their 10-digit code in-hand, they can enter to win by:

• Texting the code followed by the initials of their favorite Barclays Premier League Club to 68887
• Enter the 10-digit code, input the initials of their favorite team, and enter their email address on the Official Barclays Ticket Office promotional page

As Barclays selects winners every 90 minutes, it notifies them via a text/online message and confirms the match details and the ticket distribution procedures (winners receive their tickets no less than seven (7) days before the date of the game). Consumers who win during the months of April and May receive tickets valid for entry to matches played during the 2009-10 season.

Barclays is driving viral awareness for the promotion by featuring four (4) tools on the promotional page that enable consumers to share the details with friends via Facebook, StumbleUpon, Delicious, and Technorati.

The Magic Turn to Skeletons to Promote Tobacco Free Florida Week...

Are you looking for a creative way to draw attention to a cause? Are you looking for new ways to drive awareness of partnerships in-venue?

The Orlando Magic recently teamed up with Tobacco Free Florida to create an exclusive night designed to stress the importance of living a healthy lifestyle and encourage fans to be tobacco free. The Magic used a Friday night home game against the Detroit Pistons to feature a mix of arena game night and television presentations to promote Tobacco Free FloridaWeek (February 27th - March 7th).

Tobacco Free Florida's game night activation was highlighted by the team featuring skeleton fans in prominent seat locations around the arena with an impactful messaging campaign ("we lose too many Magic fans each year to tobacco use"). The skeletons drew the attention of fans throughout the arena who were curious what statement was being made by the team and its supporting partners.

The Magic also featured a number of other tobacco-free initiatives, including:

• The team's star athletes and personnel featuring taped Tobacco Free Florida Week messages on the FOX Sports Florida's telecast as well as on the arena jumbotron
• Free autographed photos of either Jameer Nelson or Hedo Turkoglu to the first 3,000 fans who stopped by the Tobacco Free Florida table display on the concourse to make their pledge
• The Tobacco Free Florida Street Team and Smokifier vans were featured on-site outside the arena to engage fans and drive awareness
• The Magic are also supporting the initiativeby hosting two (2) Tobacco Free Florida school rallies at local preparatory schools.

Check out the Magic's skeleton activation in action:

A special thanks to JT McWalters and Melanie Curtsinger of the Orlando Magic organization for their insights and contributions to this column.

The Blue Jackets Speed Ahead with Nationwide Night...

Is your organization looking for new ways to capitalize on the popularity of NASCAR? Are you looking for new opportunities to cross-promote other sports?

On Friday, February 13th, the Columbus Blue Jackets celebrated the launch of the 2009 NASCAR season by hosting a racing-themed "Nationwide Night", an event designed to drive cross-promotional interest for the sport and Nationwide's affiliation as the title sponsor of the Nationwide Series (see the event activation gallery HERE).

The Blue Jackets organization supported the event with a number of engaging initiatives, including:

• A Nationwide Series show car was featured on display with a photographer on-hand to take pictures of fans positioned within a border that featured the Blue Jackets and Nationwide's logos
• An in-arena host outfitted in a NASCAR pit crew fire suit
• A special "Life Comes At You Fast" Chuck-A-Puck Contest featuring NASCAR Nationwide Series lights on the ice
• An exclusive "Life Comes At You Fast" video montage highlighting racing and the game of hockey
• A racing simulator set up on the concourse level with times established by Columbus Blue Jackets players. All fans who beat the best times established by the players received an autographed diecast NASCAR model car
• A NASCAR Nationwide trailer featured on display in the Nationwide Arena plaza
• A premium giveaway of 15,000 lunch coolers (for tailgating purposes)
  • A select number of fans receiving coolers with a Blue Jackets autograph inside won a chance to participate in an on-ice contest for a chance to win a trip to attend an upcoming Nationwide Race at Kentucky Motor Speedway

Overall, Nationwide does an excellent job capitalizing on their partnership with the Blue Jackets organziation. Check out some of their initiatives and activation tactics HERE. In the days leading up to Nationwide Night, the Blue Jackets featured a racing simulator on display (as shown below):

A special thanks to Josh Hafer of the Columbus Blue Jackets for his insights and contributions to this column... Congratulations for putting on such a great event for Nationwide!

Direct Energy Serves Up a Game of Driveway Hoops with Chris Bosh...

Are you looking to create a promotional offer that leverages utility services?

Direct Energy has teamed up with Chris Bosh and the Toronto Raptors to offer the "Driveway Challenge", a unique promotion that will enable one lucky Raptors fan to have the chance to fulfill their dreams and play Chris Bosh in a gameof hoopsright in their own driveway.

Fans can enter for the chance to win on the Driveway Challenge promotional page. Direct Energy and the Raptors will select one (1) lucky winner among six (6) semifinalists during halftime of the Raptors game on April 7th.

The promotional offer drives attention to Direct Energy's Natural Gas and Electricity Price Protection Plans, two (2) energyplans that can help Raptors fans score big with their homes. Any person who signs up for one of these two (2) plans during the Driveway Challenge contest period will receive an autographed authentic Chris Bosh basketball courtesy of Direct Energy.

The Raptors and Direct Energy teamed up to offer a similar promotion in 2008, featuring a chance to play some neighborhood hoops with Jamario Moon and Anthony Parker. Check out the team's scoreboard video below, which captures the action as it happened:

The Cavs Offer the Chance to Ride on the Goodyear Blimp...

Are you looking to provide new, exclusive experiences for your fan base? Are you looking for ways to capitalize on assets in the surrounding marketplace?

The Cleveland Cavaliers organization, in an effort to incentivize season ticket holders to renew their seat packages, are offering one lucky fan the chance to take a ride with four (4) friends on the Goodyear Blimp. The grand prize offering is a part of the team's MVP Awards Program.

From February 26-March 27, the Cavs are running a special promotion, awarding 30 special prizes in 30 days, for fans who decide to purchase their season ticket packages online. In addition, the team is featuring Grand Prize Fridays, where it gives fans the chance to win one (1) of eight (8) once-in-a-lifetime experiential prizes, including:

• A ride on the Goodyear Blimp with four guests
• H-O-R-S-E with a Cavs player
• A special Chalk Talk session with the Cavs coaches
• A Private Dinner with Danny Ferry
• Golf with Campy Russell and Austin Carr at the Little Mountain Country Club
• A Practice Facility Experience
• A VIP Floor Seat Experience with Limo Service
• A Suite for a Cavs Game

The lucky fan who wins a ride aboard the Goodyear Blimp will be treated to a 45-minute ride aboard the airship, leaving from the blimp's Akron-area launch pad and traveling over the Akron area.

The Amarillo Gorillas and Chick-Fil-A Reward Fans With Cowbells...

Are you looking for new promotional ideas that drive store traffic? Are you looking for ways to leverage a partnership with Chick-Fil-A?

The Amarillo Gorillas of the Central Hockey League (CHL) recently collaborated with a local Chick-Fil-A retail location to create an interesting promotional offer. For years, fans of the Gorillas hockey club have been known for letting their fans bring cowbells into the game to make some extra noise.

Looking to capitalize on this affinity, the Gorillas and Chick-Fil-A teamed up to create a "Cowbell Card" offer. On Saturday, February 20th, the first 300 fans who asked for a Cowbell Card while visiting a local Chick-Fil-A retail location received a Cowbell Card that they could redeem at the customer service table of the Amarillo Civic Center for a free cowbell co-branded with Chick-Fil-A and Gorillas decorations. The Cowbell Cards were distributed on a first-come, first-serve basis.

Which sports franchises could really benefit from offering such a promotion? The following organizations have a notable cowbell presence at their games:

• Mississippi State Athletics (although it is now banned by the SEC)
• Penn State University
• Toronto Blue Jays (a small section of fans at the Rogers Centre)
• Tampa Bay Devil Rays
• San Jose SaberCats (AFL)
• Everett Silvertips
• New York Mets (Cow-Bell-Poopy-Man)
• Waikato Rugby Union (New Zealand)
• University of New Hampshire Ice Hockey Games
• Cross Country Skiing Events

Consider new ways that you leverage brandsthrough unique promotional giveaway offers!