The "Human Billboard" Campaign Has Sports Implications

Sports organizations looking for new ways to make a huge splash in the offseason with a nominal marketing budget should consider benchmarking a terrific campaign recently implemented by ING Direct in Italy.

ING Direct had discovered that word-of-mouth referrals by existing customers served as a key driver for bringing in new business. ING looked to bring this notion to life by teaming up with Leo Burnett Milan to create a "Human Billboard" campaign that featured real customers sitting and standing atop billboards, strapped onto the side of city buses, and positioned on elevated displays in high-traffic areas inside a city setting.

The campaign proved to be tremendously popular, as consumers passing by the displays interacted with the brand activists, creating banter that was filmed and featured in an effective advertising campaign. 

The concept of the "Human Billboard" could have a number of implications in the sports space. Minor league teams looking to drive interest and awareness in the local marketplace could leverage season ticket holders and enthusiastic supporters in a similar fan-centric campaign. Marathons, triathlons and other major events could also implement a similar promotional concept to show how "real" participants are. Apparel companies and other manufacturers of products endemic to sports could also consider benchmarking the ING Direct campaign to bring product launches to life, etc.

Check out the terrific campaign below!

Nike "Throws Down" a New Spot to Promote Its Nike Free Shoes

Nike recently released a pretty catchy "Throwdown" advert that demonstrates what happens when athletes from a variety of sports challenge the skills and technique of one another. The spot serves as a great lifestyle play that is designed to promote Nike's "Free" shoes.

It is always interesting to see brands like Nike and Gatorade capture and profile athletes competing in a variety of sports in their campaigns. While it is easier for these brands to do so because they offer products that are so endemic to sport, it would be interesting to see non-traditional sponsors take a similar approach with their campaigns, highlighting a variety of their sponsorships in their campaigns.  

Check out the new Nike "Throwdown" spot below and be sure to follow the campaign on Twitter by using the hashtag #NikeFree:

Nike also created a Throwdown spot that specifically targets female athletes:

UFC Unveils Live Facebook Broadcast and Interactive UFC.TV Viewing Portal

UFC recently made two groundbreaking announcements that will surely enhance the at-home viewing experience for fans. UFC announced that it will host a landmark broadcast of the Yamamoto vs. Johnson fight at UFC 126 live on Facebook tonight (February 5th) and it also unveiled a new UFC.tv interactive portal that allows UFC fans to have complete control of their viewing experience.

Check out how UFC is revolutionizing the fan viewing experience below:

LIVE UFC FIGHT FACEBOOK BROADCAST

Tonight (February 5th), UFC is set to stream a live broadcast of the Kid Yamamoto vs. Demetrious Johnson fight at UFC 126 live on Facebook.com/UFC at 8:25pm EST.

THE LAUNCH OF UFC.TV, AN INTERACTIVE FAN VIEWING PORTAL

UFC launched an online interactive portal, UFC.tv, that allows viewers to have complete control of their viewing experience. UFC.tv offers:

• Six (6) live video feeds
• Multiple simultaneous feeds through Picture-in-Picture and Quad View
• Built-in DVR controls (to pause, rewind, and fast-forward fights with a click of a mouse)
• Live Audio controls (to hear the live broadcast or audio from the coaches corner)
• Live chat and Twitter integration
• Interactive scoring module that allows fans to judge the fight live   

Johnsonville Gives Away Free Music Downloads For "The Big Game"

With 9 out of 10 Super Bowl viewers watching "The Big Game" with family and friends at home, Johnsonville has teamed up with Banshee Music to create a terrific promotion designed to enhance their party experience.

Johnsonville is running a "Superville" initiative that allows all consumers who sign up for the free "Johnsonville Enthusiast Club" newsletter to receive ten (10) free music downloads, specifically created in support of the Green Bay Packers and the Super Bowl. The newsletter signup process is simple and there aren't any gimmicks involved - after inputting their contact information, consumers can immediately download ten (10) great tracks, including:

• Five (5) Super Bowl Tracks
  • This is Where the Party's At
  • Get Ready for the Big Game
  • Welcome to the Show
  • Heart of a Champion
  • Crank it Up
• Five (5) Green Bay Packers Tracks*
  • We Love the Green and Gold
  • G-Force
  • Packers Tailgate
  • Let's Go Green Bay
  • Making History Roll

* Johnsonville is an Official Partner of the Green Bay Packers

The Making of a University Athletics Team Poster

Have you ever wondered how Athletics team posters are made? Or how many hours of labor goes into designing an appropriate look and feel that coincides with the team's brand DNA and team slogan?

Team posters take hours of expertise and a nice creative touch to produce an outstanding product. Geoffrey Rogers of Old Hat Creative recently created an outstanding five (5) minute time lapse that showcases the eight (8) hours of Photoshop expertise that went in to designing the 2011 Stanford Lacrosse Team Poster. Check it out below:

And here's another video detailing the creation of the 2010 Florida State football team poster:

Old Hat Creative is on fire right now with their creative services and out-of-the-box marketing tactics. I would encourage you to check out their site and sign up for their newsletter.

Red Bull F1 Hits the Streets of Dubai

Red Bull shocked the city of Dubai in November when it featured a Formula One race car soaring along Shaikh Zayed Road during the early morning hours. Red Bull teamed up with city officials to pull off the stunt, which featured an F1 car reaching speeds of over 297 kph, to the surprise of many consumers who were traveling out and about.

The PR stunt served as a terrific way for Red Bull to drive buzz in the city of Dubai prior to the Grand Prix at the Yas Marina Circuit. F1 driver Neel Jani put on quite a show for one of the world's fastest growing cities. Check it out below: 

Red Bull Crashes the Streets to Crown the Best Uphill Biker

Red Bull recently held a "Red Bull Hill Chasers" challenge to see which BMX, Mountain Bike, Road Cycling, and Fixed Gear riders in the UK were the fastest uphill riders. The event, held in Bristol, featured 16 of the top bike athletes in the UK and 16 top local heroes battling head-to-head to settle a long standing dispute between bike disciplines.

The event was absolutely tremendous. Hundreds of fans were lined alongside the iconic Park Street in Bristol, cheering on the riders as they raced furiously under the city lights. Winners of the different heats received charge bikes as compensation.

Check out photos of the event and the highlights below, especially the first video which shows a BMX rider taking out a bystander on the street. The event just goes to show how Red Bull continues to evolve sport - and in this case, find a way to combine all bike disciplines in a manner that is very entertaining for casual fans:

The Entertainment Value of The Green Man - A Sports Icon

In October 2009, Toby Mergler of ESPN wrote a terrific piece entitled "How The Sporting World Has Gone Green Man". Since then, the Green Man has emerged as an iconic figure in the sports space, popping up at professional, college, and high school sporting events across the nation.

As noted in Mergler's piece, the origins of the Green Man began when a friend of Rob McElhenney, the star and creator of the hit TV show "It's Always Sunny in Philadelphia" decided to celebrate a memorable Philadelphia Eagles victory over the Dallas Cowboys in 2006 by stripping off his clothes to donn a full-body green spandex leotard. McElhenney loved the idea so much that he encouraged producers of the show to include it in an episode the next season and it happened... and the rest is history.

While the Green Man has traditionally served as a great representation for fans at sporting events, sports marketers are beginning to fully comprehend the value of the Green Man as an iconic figure who can deliver pure entertainment gameday value.

Check out some unique ways that sports organizations are leveraging the Green Man across the country:

ON-FIELD PROMOTIONS

CROWD/SCOREBOARD ENTERTAINMENT

GAME INTEGRATION

CONCOURSE ACTIVATION/ENTERTAINMENT

"GREEN" INITIATIVES

MASCOT BATTLES

But while the Green Man may receive many fan-friendly perks on game day, he/she has to be ready to handle pain, rejection, and ejection. Check out three (3) of the lowest moments in Green Man history:

PAIN

REJECTION

EJECTION

The Wizards Score a Slam Dunk with Fans...

The Washington Wizards entertained fans at a recent home game by allowing a few select fans a chance to attempt dunks off a trampoline (standard intermission entertainment). However, the team did a terrific job staging the event to the enjoyment of fans.

Check out how they did it below:

Which leads one to question... Dunkin' Donuts does so many great things to leverage their sports partnerships, particularly in Boston, but why have they not sponsored the "Dunkin' Donuts" ... a group of regular fans, out-of-shape fans, or acrobatics dressed in donut costumes (or as munchkins) dunking off branded trampolines at halftime? It seems like a no-brainer that plenty of fans would enjoy. Teams could find ways to drive traffic to retail based on the number of dunk conversions.. Just a thought!

Alaska Airlines Lets Portland Timbers Fans Design The Team Plane

Alaska Airlines is celebrating its new partnership with the Portland Timbers by running a "Paint the Plane" contest that allows fans an opportunity to have a say in the design of the team's branded plane.

From February 1st through February 15th, fans can submit their own, unique Timbers centric airplane designs using a PDF template of a 737 Alaska Airlines plane that is available to be downloaded on the Timbers' official website. Fans can submit their artwork either by email or by mail, per directions on the website.  

Each of the submissions will be judged based on originality, creativity, and team personification, with the Grand Prize Winner receiving two (2) complimentary first class roundtrip tickets to anywhere that Alaska Airlines flies, two (2) club seats to the Timbers' inaugural home game, and a team autographed jersey... in addition to seeing their sketch design brought to life on an actual Alaska Airlines aircraft. In addition, Alaska Airlines is also awarding 2nd Place, 3rd Place, and (7) Honorable Mention prizes for additional noteworthy submissions.

The promotion serves as a great way for organizations to leverage airline partnerships, especially in a day and age where airlines are investing more dollars and demonstrating a willingness to brand aircraft. Look for more organizations and their airline sponsors to enact similar initiatives in the near future! 

The Greatest Super Bowl Grocery Retail Displays of 2011

Here are some of the best grocery retail displays that we have seen constructed to peak shopper interest and drive sales around the upcoming Super Bowl in Dallas. PepsiCo has done a tremendous job working with retailers across the nation to build impressive displays that will undoubtedly drive additional sales (and buzz) at retail.

The Huge Impact of the Super Bowl at Retail

While the Super Bowl has traditionally been viewed as the biggest event of the year for advertisers on a global scale, it's a huge business for grocery retailers as well. Over 7.5 million consumers across the nation host Super Bowl parties for friends and family, generating millions of dollars for retailers.

In 2010, Nielsen released some pretty startling statistics pertaining to the impact that the Super Bowl has on retail channels. Here are a few interesting facts:

• The great majority of US households (9 of 10) watch the Super Bowl at home or at a friend's or relative's house instead of watching it at a bar or restaurant ... this is an astonding figure when you consider that 106.5MM people watched the Super Bowl in 2010 (note: per Nielsen, 12% of these consumers also used the web while watching the game)
• The Super Bowl continues to be a bigger and bigger event in Q1 where consumers drink billions of servings of beer at home. From a beer sales standpoint, the Super Bowl (49.2MM units) trails only the 4th of July (63.5MM), Memorial Day (61.0MM), Labor Day (60.2MM), Thanksgiving (52.8MM), Christmas (52.8MM), and Halloween (50.7MM). Grocery retailers alone sell approximately 17MM cases in the two weeks surrounding the Super Bowl.
• Super Bowl viewers purchase $644MM of snacks for the Super Bowl, a figure that is equivalent to 166 million pounds of food.

Grocery - Retail Sales (Per Nielsen)

Grocery - Viewing Statistics (Per Nielsen)

Industry Profiler: Activator

In December 2010, Partnership Activation began an Industry Profiler Series that is designed to provide sports business professionals with an in-depth look at some of the industry’s finest sponsorship tools and services. The 2^nd feature of the Industry Profiler Series will center on Activator, a cloud-based enterprise system that Turnkey Sports & Entertainment is set to formally launch in the first and second quarters of 2011.

The Activator platform was designed to serve as a central library for information and two-way communication amongst properties, brands, and agencies. The system allows parties on both sides of a marketing partnership to engage in a seamless manner, using tools that are provided to collaborate, analyze adjust partnership tactics, monitor inventory, share presentations, and have a clear focus on optimizing a healthy return from their partnerships.

To develop a sponsorship solution that properly serves brands, properties, and agencies, Turnkey designated the Chicago Bears organization as a development partner and worked hand-in-hand with their corporate partnership activation team to test and refine the functionalities of the Activator platform. Turnkey also made the Activator platform available to ten (10) teams and brands and their marketing partners across the NFL, NBA, NHL, MLB, NASCAR, and MLS during a BETA phase to garner additional feedback, ideas, and solutions.

Activator supports two categories of users – patrons (paid users) and recipients (parties that are invited to use Activator by a partner). The two (2) parties have many of the same capabilities but there are a few key differences. Activator patrons can also upload and share content across all of their partners in the system (versus recipients, who can only upload and share with one, direct party at a time).  Also, patrons are able to view content purchased from outside Data Service Providers (DSPs) directly within Activator (recipients are not afforded this capability).

Here is a quick look at the platform's features and functionality:

THE INTERFACE AND FUNCTIONALITY OF ACTIVATOR

The interface of the Activator system was designed with the end user in mind. The interface resembles a Facebook profile page, with a very clean look that features a list of tools in the left-hand column and a Wall that serves as a centralized area for communication where users can post text, images, and video. One unique feature of the Activator system is a feedback function that allows parties to share direct feedback about partnership performance on an event by event basis. Users can also share interactive presentations (including audio/video) using SlideRocket’s   presentation tool without ever having to leave the Activator platform. These presentations can also be shared with outside parties via simple URL’s that can be sent in emails.     

PARTNERSHIP MANAGEMENT

Within the Activator system, parties can upload their contractual agreements (to monitor assets on an ongoing basis) using a simple Excel template that Turnkey shares with users. Once contracts are uploaded into the system (which is password protected and permission-based), users can track performance metrics, inventory utilization, and more. One of the most intriguing features of Activator is an Apps tool that allows patrons to access information directly from Data Service Providers (Arbitron, Nielsen, Repucom, Turnkey, etc.). Users can also use Activator to set up custom RSS feeds, convert video files, and build out a list of contact information for corporate partners.

PRICING

Turnkey S&E has made Activator a fairly affordable tool for its patrons:

Note: Some additional Upgrades & Services fees include: 10GB Storage Upgrade ($20/month), Additional SlideRocket Seat ($24/month), Telephone Support ($150/30min), Telephone Training Session ($500/120min session), In-Person Training Day ($2,500 + expenses), and Quick Start Consulting Package ($2,500 for 10 hours as needed within the first 30 days of use).

Enclosed are some screenshots of the Activator platform. Check out the Turnkey Sports &Entertainment website for more information on Activator and additional services they offer for stakeholders in the sports marketplace.

Note: Partnership Activation is not affiliated with Turnkey Sports & Entertainment and the Activator platform in any manner. Please feel free to leave sentiments in the Comments section below about your experiences trialing the Activator platform.

Miller High Life Sponsors Fans Across America

The folks at Miller High Life recently launched a brilliant sponsorship strategy that has been well received by the general public. Nicknamed the Champagne of Beers, Miller High Life unveiled a new campaign entitled, "Official Beer of You" that allows consumers ages 21+ to sign an endorsement contract with the brand on its official website and receive a $1 signing bonus in return (in the form of a $1 coupon or a $1 check that can be donated to Iraq and Afghanistan Veterans of America).

As part of the initiative, consumers receive a downloadable sponsorship kit with a personalized logo and the opportunity to purchase personalized Miller High Life gear. On the brand's website, consumers can also share photos and stories of how they live the High Life for the chance to be featured in a brand advertisement or on the Official Miller High Life Facebook page.

The strategy is a terrific way to engage with beer drinking sports fans across the nation without paying large sums of dollars to sponsor professional leagues, players, or organizations. The PR stunt may be very short lived, but will generate enough impact (and media impressions) to make a timely splash prior to the Super Bowl.

MillerCoors supported the campaign by distributing a press release that included the headline, "Miller High Life Says 'No' to Multi-Million Dollar Sponsorships." Last year, Miller High Life made a similar splash around the Super Bowl when it aired several one-second ads that caused quite a stir in the industry.

 

Oakley Celebrates Its Partnership with Shaun White in Style

Oakley and Shaun White recently teamed up to present Shaun White Air & Style Beijing, the largest snowboarding event ever to be held in China. The event served as a terrific way for Oakley to leverage its partnership with White (which it has maintained over the past 10 years) to gain market share in China, an emerging market that is currently experiencing a cultural revolution.

The event attracted nearly 10,000 action sports enthusiasts and a collection of the world's finest snowboarders and is being recognized as a monumental occasion that will greatly enhance the growth of the sport in China. Check out two (2) terrific videos that showcase the magnitude of the event, which was held on December 4th in Beijing:

The Future of Stadium Signage - For Auto Partners

Honda recently teamed up with GT Media, JC Decaux, and Puca to develop an innovative outdoor messaging campaign designed to engage young, male consumers and demonstrate the innovative attributes of its automobiles.

To generate buzz around the launch of the new Civic R Series in Ireland, Honda displayed a large, interactive billboard in the trendy streets of Dublin that allowed consumers to actually start the car (featured on the billboard) by texting "START" to a designated shortcode (51500). Upon doing so, the call-to-action signalled the lights on the car to light up and smoke to exit from the car's exhaust pipes on the billboard.

Consumers that engaged with the billboard received a bounce back link to a Honda mobile brochure, providing additional details about the car, and also had an opportunity to receive a free ringtone of the car's engine roar if they engaged with the billboard via Bluetooth technology. The four-week campaign ran during June 2010.

Honda's innovative billboard technology serves as a great benchmark for sports organizations looking for new ways to take their signage to the next level, notably in baseball. While a billboard with interactive elements could not be run in-stadium during play, there is plenty of down time during games (between innings, pre-game, post-game, pitching changes, etc.) when brands could engage with fans via SMS technology without having to feature personnel on-site to operate the signage.

Look for a number of sports organizations to begin experimenting with SMS technology to take their stadium signage and brand activation to the next level!

Source: Puca

January 2011 Partnership Activation 2.0 Newsletter

Thank you for coming to check out the January 2011 Issue of the Partnership Activation 2.0 Newsletter. After checking out the newsletter/site, I hope you have some time available to spend with family and friends, for that is the most important thing in life.

Let's make 2011 a great year! Thank you again for your interest in Partnership Activation and I look forward to having the opportunity to connect with you in the near future!

This month's newsletter features a collection of insights, including:

• Marquette Athletics - BIGNOGGINS
• Creative Promotional Tactics From Across College Athletics
• Creating Concessions/Merchandise Apps that Benchmark the Carl's Jr. Happy Star Rewards
• Synergy Events' Activation on Behalf of Reebok at the NHL Winter Classic
• Hot Off the Press: Networking is a Contact Sport
• Creativity in the Sports Marketplace
• January 2011 Partnership Activation Rising Stars
• Social Media Watch: Preseason/Post-Season SM Inventory
• Brand Activation at the 2010 China Open
• The Ashes Cricket Series
• Three Things You Need to See: Word Lens, Interactive Digital Signage, and Multiple Dance Cams
• Five #SportsBiz People You Must Follow on Twitter
• Activation and Branding from the NHL Winter Classic
• Creativity From the Idea Box

Click here to check out the January 2011 Newsletter and be sure to follow Brian Gainor on Twitter for additional sponsorship/marketing tactics throughout the month!

If you are interested in signing up for the newsletter, please send an email with "Subscribe" in the subject line to newsletter@partnershipactivation.com. In the body of the email, please include your name, company affiliation, and contact information when subscribing. 

Land Rover Challenges Fans With Activation at the Dubai Rugby Sevens

In December 2010, Land Rover signed on as an Official Partner of the Emirates Airlines Dubai Rugby Sevens and leveraged its affiliation with several terrific fan engagement initiatives. Land Rover announced the partnership in conjunction with a global announcement that it would serve as an official sponsor of the Rugby World Cup 2011 in New Zealand.

The Land Rover display at the Rugby Sevens featured a number of an interactive rugby-related games, including a Land Rover Scrum Down Challenge, Wheel Spin Challenges, and a Big Boot Challenge. Land Rover offered all participants a chance to enter to win a free Land Rover for a year.

Land Rover Scrum Down Challenge

The Land Rover Scrum Down Challenge truly tested the strength of rugby fans. Teams of consumers were challenged to see if they could push a Land Rover using a rugby scrum machine.

Wheel Spin Challenges

The Wheel Spin Challenged tested the passing accuracy of rugby fans. Consumers were challenged with throwing passes through a series of spinning car wheels.

Big Boot Challenge 

The Big Boot Challenge featured a select number of rugby players from the UAE competing to see who could drop kick a rugby ball through the goal posts during an on-field competition.

The Rugby Sevens attracted 120,000+ fans over a three-day span from December 2-4, 2010. As one can tell from the pictures depicted above, many rugby activation tactics can be applied in the NFL and college football (and vice versa). Check out a full video recap of Land Rover's Rugby Sevens activation below:

Source: Ameinfo.com

Rafael Nadal, Kia, and the Australian Open Team Up to Launch "The Open Drive"

Kia is leveraging its designation as an Official Partner of the 2011 Australian Open by creating a feature called "The Open Drive" that features the WTA's finest stars participating in video interviews filmed inside the sporty Kia Optima.

Kia filmed The Open Drive features with a state-of-the-art camera system that provides multiple camera angles of the tennis stars while they answer a series of questions presented via an iPad. Fans can suggest questions for the players to answer via Facebook/Twitter and can view the segments on the Official Australian Open website as well as Kia.com.au

The Open Drive feature serves as a terrific benchmark for tennis properties (and golf) to leverage automobile partners and engage players in new ways.

Check out Rafael Nadal's appearance in The Open Drive to kick off the 2011 Australian Open below:

For more information, check out a video overview of The Open Drive below:

TrendHunter Unveils 20 Marketing Trends to Watch in 2011

TrendHunter recently released a terrific list of the Top 20 Marketing/Advertising/Fashion Trends to Watch in 2011. The list includes some great insights that marketers need to be aware of.

The five (5) trends most relevant to sports marketers include projected publicity, wearable tech, tweetonomics, democratic selling, and real timing, but make sure that you read through all twenty trends to develop a better understanding for new opportunities in the marketing landscape.

Check out a breakdown of TrendHunter's Top 20 Trends below as well as their video feature: 

Top 20 Trends to Watch in 2011

1. Discrete Consumerism - Whether it's Starbucks disguising one of its chains as an India espresso bar or Absolut going label-less, consumers are shying away from traditional brands and labels in favor of creativity and differentiation. To thrive in a creative world, brands need to stop generic marketing and create experiences that are irresistible to a specific group of people
2. Tweetonomics - From hashtag-powered sites to Twittering shoes to social networking stockings, as long as Twitter continues to flourish so will all of the businesses smart enough to use social media for their own success. 2011 is the year that competitors will use social media to steal away your best customers 
3. Perpetual Adaptation - There is an ongoing demand for ever-evolving aesthetics. The world is changing so rapidly that consumers are now in love with change itself
4. Geriatric Couture - Embroidery and vintage fabrics are being resurrected from our grandparents' generation as styles continue to revolutionize
5. Luxury Lives On - Even though the markets may be down, indulgent consumers still crave luxury. The financial crisis caused many businesses to scale back but wealthy needs still exist
6. Modern Kidvertising - Marketers are focusing their efforts to where the money is - parents. Childrens campaigns are appealing to adult interests using eco-friendly textiles and Midwest decor. We are seeing a new era of sophisticated children's products
7. Rockstar Self-Expressionism - Rock'n'Roll culture still has a significant influence in a number of industries (Hard-edge hotel designs, rockstar fashion, rebellious product design)
8. Democratic Selling - Consumer votes, tweets, and Facebook likes are used to determine what retailers actually sell. The voice of the consumer has never been louder
9. Toddler Touchscreens - Using touchscreen platforms like the iPad and Android, developes are producing games and experiences that appeal to next generation parents and their tech savvy kids (Interactive film maps, recordable storybooks, pillow technology and interactive fairy tales)
10. Hyperrealism - Artists are striving to create their own accurate depictions of reality using their raw talent (outside of Photoshop)
11. Tangible Printing - Smaller businesses are using 3D printing to create fast, rapid prototypes of body armor, shoes, and clothing
12. Next Besting - Brand name products are taking a backseat to budget-friendly and more personalized alternatives; consumers are still buying things but they are becoming more conscious of what they actually need and why (and are in turn, seeking out the next best alternative)
13. Modern Cubism - In a cluttered world, people seek refuge in simplified design (cube lighting, square architecture, and cubic technology)
14. Real Timing - Businesses are incorporating Foursquare, Twitter, and live streaming to provide participants with instant gratification; social media has become the medium of choice for consumers
15. On the Spot Style - Established brands are satisfying consumer demand for real style; street style fashion is being amplified by a surge in unique niche fashion blogs  
16. Brand Reversion - Consumers are on a quest to satisfy their nostalgia (Princess phones, etc.); brands are going retro for revenue
17. Wearable Tech - How fashion and technology are converging to produce unique products (Earring telephones, holographic wristwear, and visual hearing aides)
18. Charitable Deviance - Using shock tactics in charitable marketing campaigns
19. Interactive Retail - Interactive shopping bags, iPad menus (how retail is differentiating is a social media savvy world)
20. Projected Publicity - Large scale, low-cost ultra viral mediums like projected billboards

Check out their 2011 Trends to Watch Video below: