Betfair Gives Manchester United Fans Media Exposure

Are you looking to create new, memorable experiences for fans? Are you looking to implement a new promotion that has yet to be executed in the United States?

Betfair, an official sponsor of Manchester United, recently announced a tremendous promotional offer that encourages the club's fans across the world to show their support. Betfair is offering a "Get Behind United" promotion that will give Manchester United supporters the opportunity to show their avid support to millions across the world by having their photos featured on interview board backdrops and perimeter field board signage at Old Trafford.

Betfair, the world's first betting exchange, simply requires fans to submit a photo of themselves expressing their support along with their name and contact details on the Get Behind United promotional webpage.

The promotion offers one (1) as well as a once-in-a-lifetime opportunity for many others:

• Grand Prize: One (1) lucky winner will have their face featured on interview backdrops, win two (2) free tickets, and participate in an on-field skills challenge for the chance to win a signed Manchester United jersey
• Secondary Prizes: A select number of fans will have their faces featured on the perimeter field boards at Old Trafford. The signage will be picked up on live game broadcasts being shown on ESPN in the United Kingdom and around the rest of the world

 Betfair is running the promotion for a select number of upcoming Manchester United home games at Old Trafford (Everton - 11/21/09, Aston Villa 12/12/09).

What's in it for Betfair? The promotion serves as a great way for them to drive awareness, reward existing fan customers, and leverage its partnership with Manchester United. All persons who submit their photos as part of the promotion are subject to have their photo used on Betfairfootball.com and agree to let Betfair (or its agents) use their data to administer the promotion and send them marketing communications materials.  

LSU Athletics Goes Green with South Coast Solar

Are you looking for new ways to implement green initiatives on gameday? Are you looking for new ways to power mobile vehicle units?

Earlier this football season, LSU Sports Properties announced a partnership between LSU Athletics and New Orleans-based South Coast Solar, Louisiana’s largest solar power company.  As part of the agreement, South Coast Solar will provide power to Tiger One, a 40-foot trailer used for LSU home games as a hospitality area on one side and a mobile radio studio on the other.  On September 12th, LSUSP produced the first solar-powered football pregame show in the history of radio.

LSU Athletics' partnership with South Coast Solar highlights the University’s efforts to “go green,” as the Tiger One mobile unit was previously powered by a gas generator.  South Coast Solar's partnership also includes radio spots and live mentions promoting South Coast Solar as the power provider of Tiger One.  South Coast Solar also benefits from the Tiger One being situated near several corporate hospitality areas, offering company officials the opportunity to network with other business executives looking to ut costs through solar energy.

Check out some pictures of the new solar powered Tiger One mobile unit below:

  

A special thanks to Chris Kosmala of LSU Sports Properties for his insights and contributions to this column.     

The Mallards Introduce the Coors Light ICE ROW

Are you looking for new ways to leverage the first couple rows of seats at your venue? Are you looking for ways to promote MillerCoors' products?

The Quad City Mallards of the IHL recently unveiled a partnership with Coors Light and Euclid Beverage that is highlighted by a unique branding concept. The team has created a Coors Light ICE ROW that enables fans seated in the front row closest to the ice to experience a number of exclusive opportunities.

Thirty minutes prior to the walk up general admission, fans seated in the ICE ROW will be provided access to the Mallards locker room and hockey operations prior to the game. This will enable them to have plenty of time to enjoy the coach's comments to his team and fully experience the Mallards' behind-the-scenes experience.

The Mallards are also complementing the deal by creating four "Coors Light Corners" on their rink at the i Wireless Center. Coors Light logos will be displayed on the ice in each of the four corners for all fans to see (and hear on radio broadcasts).   

Red Bull's Project X = Sports Marketing Idea of the Year

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Are you looking for new ways to leverage winter sports athlete endorsers? Are you looking to create an unconventional viral campaign?

Over the past year, there was a buzz in the action sports space that Red Bull built a secret half pipe hidden in the mountains of Colorado for Olympian Gold Medalist Shaun White. With no pictures, stories, or first-person accounts, all of the buzz was just speculation... until now.

Red Bull recently unveiled the details behind the project - Project X - through an exclusive site (www.redbullprojectx.com) that provides an insightful look into Shaun White's secret winter experience in the world of Red Bull. The site includes a collection of images, videos, and special tricks that White learned while toying with his own half-pipe in Silverton, Colorado. Not only did Red Bull venture out to build the world's first on-mountain snowboarding foam pit, they captured it all on film for consumers to enjoy. The site features a collection of videos detailing the project, etc. and will continue to drive buzz and interest by releasing Shaun White tricks videos throughout the year (beginning November 3rd).

Red Bull's Project X further demonstrates how the company is "changing the game" when it comes to investing its marketing dollars. While some brands are investing millions of dollars in signage and presenting sponsorships, Red Bull is radically changing, owning, and creating sports properties and unique concepts of its own.

Through the Project X campaign, Red Bull takes athlete partnerships/endorsements to an incredible next level. Both brands (Red Bull, Shaun White) will clearly benefit from the level of intrigue and the "coolness factor" of Project X - something that will help Red Bull score significant exposure leading into the 2010 Winter Olympics in Vancouver.

Red Bull surely invested a large sum of dollars to create Project X, but how much so in comparison to the perceived brand value/buzz they will generate leading into the Olympic Games? For those interested, here are a few details behind what it took to build the secret snowboard getaway:

• 300 man hours were required to build the foam pit
• 250,000 cubic yards of snow were moved to build the secret half-pipe
• 7200 foam blocks were needed to fill the foam pit

Check out the tremendous video Red Bull created for Project X:

Amtrak Provides World Series Rides for the Phillies and Yankees

Are you looking for new ways to leverage a corporate partner specializing in transportation services?

The 2009 World Series between the New York Yankees and the Philadelphia Phillies is being called by many the "Amtrak Series", a dream scenario for the inercity passenger rail operator. With New York serving as its busiest train station and Philadelphia's 30th Street Station ranking 3rd, Amtrak is doing everything in its power to capitalize on the moment.

Amtrak is servicing chartered trains for the Yankees and Phillies organizations to travel to play their World Series games on the road. When the two (2) opponents faced off in the 1950 World Series, they opted for a similar route of travel due to its convenience. Check out a quick clip of some prominent Yankees players traveling through the train station on their way to Philadelphia for Game 3:

Amtrak is also polling passengers traveling on trains between New York and Philadelphia about their favorite team preferences. All passengers that participate in the study will receive their team's official Championship series t-shirt (thus far, fans have chosen the Yankees over the Phillies by a 1.7-1 margin). Amtrak has distributed 500+ commemorative t-shirts through the initiative.  

Amtrak currently operates 32 sports charters, including six (6) for Major League Baseball organizations.

Source: AOL Money & Finance

Celebrate Team History with a Magnetic Billboard

Are you looking for ways to honor your team's history and traditions? Are you looking for new ways to engage fans on gameday?

Sports organizations looking to honor their team history in an engaging manner should consider benchmarking a recent tactic Saatchi & Saatchi Tel Aviv created for the HOT cable TV network in Israel. In an effort to position HOT as the network with the hottest celebrities and shows on television, Saatchi & Saatchi created a 140 meter long billboard in a suburban neighborhood that featured 6,000+ magnetic cutouts of entertainment celebrities.

Consumers walking by the billboard were encouraged to peel off the magnetic celebrity cutouts - a tactic that was very well received. According to records, the magnetic billboard was stripped bare by consumers after just two (2) hours (a process that reoccured several times). The innovative billboard campaign drew the attention of major media channels across the globe.

How can this idea translate in the sports space?

Sports organizations can consider creating a team history wall that features hundreds of magnetic cutouts of past players, coaches, historic moments, logo/uniform changes, mascots, and fans. Teams can encourage fans to "take home a piece of history" or bring a similar concept to life on their team home page (where fans can select different pictorials on a digital wall that explain the relevance of historic moments, former players and personnel, etc.). Creating an "interactive mural" could serve as a great way to help fans appreciate all of the great moments in team history.

Teams can consider partnering on the initiative with a corporate partner whose mission statement plays off the the terms "family", "tradition", "history" and/or is looking for new ways to engage fans. Teams can incite potential partners by placing brand logos/URL with a call-to-action on each of the magnetic pieces that fans take home or redeem at retail.

Costs for the magnetic billboard project were not disclosed. Check out a video of the billboard below:

The Vikings Create Value for Their Partners at the Gates

Are you looking for new ways to drive awareness for corporate partners? Are you looking for ways to help corporate partners "own" stadium gates and related entrances?

In September, the Minnesota Vikings announced two (2) new partnerships with Twin Cities-based Caribou Coffee and the Minnesota Army National Guard. As part of their agreements, both partners received prominent gate signage and the opportunity to engage with Vikings fans at the pre-game Party on the Plaza.

The Vikings organization did a tremendous job bringing the gates to life for both Caribou Coffee and the Minnesota Army National Guard. The Vikings found a unique way to link the brands into the team's messaging ("First Line of Defense" - Minnesota Army National Guard, "Fueled by XX" - Caribou Coffee).

As part of the agreement, both partners received 2,000 square-foot gate signage (produced by Sign A Rama) as well as the right to activate on-site:

• Minnesota Army National Guard (Gate H) - Fans have the opportunity to check out official National Guard armored vehicles and meet some soldiers from the state of Minnesota 
• Caribou Coffee (Gate F) - Fans can enjoy Caribou Coffee inside the stadium and at the pre-game Party on the Plaza 

Source: Vikings.NFL.Com

The Dodgers Hit the Beach to Drive Ticket Sales...

Are you looking to create new in-venue destinations for fans to enjoy? Are you looking for unique ways to enhance the fan experience at your games?

In May 2009, the Los Angeles Dodgers unveiled Bleacher Beach, an exclusive section designed to provide a whole new fan experience at Dodger Stadium. Situated in the left field Reserved Level, the Dodgers' Bleacher Beach serves as a beach-themed area that offers unlimited beach fare, soft drinks, gifts, music, and decor.

Consumers can purchase tickets to sit in the exclusive Bleacher Beach section and receive all-you-can-eat offerings for just $45 online or $50 on the day of the game (dodgers.com/beach). Those in groups of 20+ can purchse seats in the area for just $35. Food offerings include hot dogs, cheeseburgers, barbeque chicken, watermelon, nachos, peanuts, popcorn, and soft drinks.

Two (2) months after the club introduced Bleacher Beach, Anheuser-Busch signed on as a presenting sponsor of the exclusive area. As part of the agreement, Anheuser-Busch will receive:

•  Prominent Bud Light branding on the stadium bowl section of Bleacher Beach
• An activation zone on the concourse
• The rights to distribute select promotional items (team branded floppy hats, sandals, and beach towels)
• Presenting status of the lifeguard chair featured in Bleacher Beach (Bud Light will use this element as a focal point of its activation by enabling promotional staff and special guests to sit in the lifeguard chair)
  • Thus far, Bud Light has featured notable surfers and AVP players in the Bleacher Beach section at Dodgers games

Source: MLB.com

 

Source: MLB.com  

Chick-fil-A Rides the Wave to Drive Sales...

Are you looking to create an effective, 360-degree holistic program? Are you looking for new ways to leverage QSR partners?

Chick-fil-A is celebrating the return of college football in 2009 with a terrific 360-degree "Chicken Wave" messaging platform. Chick-fil-A created www.ChickenWave.com to serve as an online portal where fans could create their own virtual version of the wave (with all of their friends) for the chance to win select prizes from Chick-fil-A. The site enabled users to incorporate their own photos, choose flair to sport while doing the wave, and invite their friends for a greater chance to win.

Chick-fil-A enticed thousands of consumers to join the Chicken Wave movement with an array of prizes:

• The first 250,000 people to join the Chicken Wave received a coupon for a free Chick-fil-A Chicken Sandwich
• The next 750,000 fans who join receive a coupon for a free Coke Zero
• From August 24-31, Chick-fil-A will conduct a daily drawing among all users for a free $50 gift card
• Chick-fil-A will reward the largest Wave section with a free 2010 Chick-fil-A cow calendar

 Retail Activation  

   

Online Activation - ChickenWave.com

 

In-Game Activation

Out-of-Home Activation

Teams Should Consider Parking for the Cure...

Is your organization looking to support a local charity? Are you looking for ways to leverage your team's parking services?

As sports organizations search for new ways to support charitable organizations, they should look no further than their stadium parking lots. A true opportunity exists for teams to section off a portion of their tailgate lots for charities to use to raise funds and drive awareness.

The following clip demonstrates how COIT Cleaning & Restoration helped raise money for the Susan G. Komen for the Cure by parking cars and tailgating prior to the Louisville-Pittsburgh game on October 2nd.

Teams can section off a portion of their parking lots and offer charities the rights to:

• Provide fans with an exclusive valet parking experience
• Distribute free apparel/gear (pink hats, balloons, gloves, bandanas, etc.)
• Raise funds (all proceeds parking in X section go to charity)
• Enable fans to meet team alumni for donating to a good cause (autographs, etc.)
• Provide free parking for survivors, etc.
• Offer an exclusive tailgating experience
• And much, much more!