Nike and Team England Give Mount Rushmore a New Look

Nike is celebrating Team England's 2010 World Cup run with one of the most unique outdoor billboard adverts seen to date. Nike recently unveiled a giant billboard emulating Mount Rushmore that featured the faces of four (4) of England's prominently known soccer players. The billboard, completely made of rock, is the largest billboard in the UK, measuring 75m x 16m x 2m. The massive billboard, which supports Nike's "Write the Future" campaign, is expected to be seen by an astounding six (6) million consumers.

The only issue?

Three (3) of the players featured in the billboard campaign - Wayne Rooney, James Milner, and Rio Ferdinand - made the England World Cup team. However the 4th - Theo Walcott - did not. Ironically, Walcott's face will be featured in the rock sculpture display next to the word's "Play to be Remembered", but he will actually not be playing in the World Cup at all.

Nonetheless, the billboard serves as one of the greatest outdoor spectacles in sports and will be forever remembered by many in England and across the world for years to come... Not bad for a non-Official World Cup sponsor!

Check out the billboard campaign below:

Source: EPL Talk

BMW Proves 3D Building Projections Are Here

Sports marketers operating stadium venues with vast blank facades are missing out on a golden opportunity to market to fans entering the stadium and consumers passing by on a daily basis during their morning and afternoon commutes.

With new advances in 3D projection technology (in addition to the LED outdoor marquee displayed by the Miami Heat), sports marketers can display powerful messages on the exterior walls of stadium venues to help drive ticket sales, promote corporate partners, drive awareness for team campaigns/slogans, and simply entertain fans.

While fixed costs are still relatively slightly steep for this messaging medium, they will lower in the coming years and can serve as an impactful way for teams to provide captivating messaging during key times during the season and offseason.

To help demonstrate how powerful 3D building projection messaging can be, take a look at a recent event showcased by BMW in Singapore. The campaign was produced by Publicis Asia and is truly powerful!

Real Madrid Wants You To Become a Part of the Club

Sports organizations looking to create new, captivating messaging campaigns with a call to action should take a close look at a nice piece that Real Madrid recently unveiled entitled, "Be Part of the Club, become Madrista!

The piece does a nice job telling a story that speaks to tradition, success, and perseverance and leaves the viewer with a rush of adrenaline. Why not create a simple piece like this to target casual fans of your sport around the world?

Check it out below:

Real Madrid is bringing its Madrista open call to fans campaign to life with a Madrista Planet initiative on its team website that encourages all of the team's fans outside of Spain to submit a photograph of themselves and a message to have it featured on RealMadrid.com. Thus far, over 3,000 fans from 50 countries have done so... a successful initiative that speaks to the breadth of Real Madrid fans across the globe!

A special thanks to Ash Read of FundSport.com for his insights and contributions to this column!

King Kong Invades Dodger Stadium to Promote 3D New Ride

Universal Studios recently teamed up with the Los Angeles Dodgers to create a viral piece designed to drive buzz for the opening of the park's new King Kong 3D attraction, which opens on July 4th. Universal Studios is releasing a series of viral pieces to drive awareness for the ride, which was designed by director Peter Jackson, and turned to its neighboring partners, the Los Angeles Dodgers, for some assistance with the first piece.

Universal Studios launched the first viral piece, a scene that appeared to be a catastrophe at Dodger Stadium, on May 25th. The video made it appear that King Kong left giant ape footprints near home plate and caused some destruction in deep center field.

Check out the video below and consider new ways that your sports organization can align with theme parks and movie producers to create similar viral pieces in the near future!

Hyundai is Set to Make Noise at the World Cup!

As an Official World Cup Sponsor, Hyundai is enhancing the experience of all fans attending games in South Africa with the construction of one of the nation's newest attractions.

Per KeenonCapetown.com, Hyundai built and mounted a massive 35m blue vuvuzela (an air horn commonly seen at soccer matches) on an unfinished highway in Cape Town. The giant vuvuzela, which set a Guinness World Record for the largest air horn ever built, will go off every time a goal is scored during the World Cup!

The vuvuzela was created in support of Hyundai's 'Bring the Gees' campaign. Check out the pictures of the giant vuvuzela below!

On a related note, check out some of Hyundai's retail activation in support of the World Cup:

The City of Chicago Has Stanley Cup Fever!

Here is a quick look at all of the support the City of Chicago has shown the Chicago Blackhawks during their 2010 Stanley Cup Playoff Run. The City has done a tremendous job outfitting famous exhibits and fixtures around the city to help generate buzz for the franchise.

Check out the deck below for some insights:

Chicago Has Stanley Cup Fever

View more presentations from Brian Gainor.

Are You Showcasing Your Fans' Talents?

Have you considered capturing special moments that fans have experienced at your ballpark? Are you looking to create a viral campaign that features the actions of fans front and center?

The following video should spark a few ideas for brands looking for new ways to leverage fans via viral campaigns, promotional tactics, etc. During a recent game at Wrigley Field, a fan caught a baseball thrown into the crowd in his beer and immediately responded by chugging it down.

While the video is very raw, it provides a glimpse at how brands can find ways to feature both players and fans in a piece that feels realistic, yet leaves the viewer wanting more. It would be great to see a company like MillerCoors or Anheuser-Busch use a similar concept in a video board feature at a game!

Check it out below:

Bell Canada's Playoff Dasherboard Grows a Following

Are you looking for new, innovative ways to drive awareness for your playoff signage? Are you looking for new, creative ideas in the hockey space?

During the 2010 playoffs, Bell Canada displayed one of the most creative marketing tactics seen in hockey to date.

The telecom provider leveraged its partnerships with Canadian NHL clubs that made the 2010 playoffs by featuring a rinkside dasherboard that displayed the terminology "La Vie est Bell" (meaning Life is Good in French) and accompanied the phrase with a man's giant smiling face that grew more and more facial hair each game and each round. The signage literally grew hair during the game!

Although there wasn't a direct tie-in, the dasherboard served as a tremendous way to drive buzz for the Bell Canada brand throughout the NHL playoffs, when fan affinity reaches its peak. The campaign tied in nicely with the famous playoff beard theme throughout the playoffs and kept many fans guessing. This would be a PERFECT tactic to leverage partners like Gillette, Nivea, Schick, etc.

As reported on ThePensBlog.com, here is a visual depiction of Bell Canada's dasherboard signage literaly growing facial hair throughout the game:

A special thanks to Jeff Snyder for his insights and contributions to this column... Best wishes Jeff!

May 2010 Partnership Activation 2.0 Newsletter

Are you looking for the latest and great best practices in the sports marketplace? Are you looking for new ways to leverage corporate partners?

Take a moment to check out the new May 2010 Partnership Activation 2.0 monthly newsletter. If you like what you see, please pass it along to two (2) friends in the industry.

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

• Flash Mobs in Sports
• CrowdWave Technology
• Hyundai's World Cup Initiative
• SF Giants' Flickr On-Field Photo Day
• A Close Look At... The NHL Playoffs
• NBA Digital Discipline Series
• Creativity in the Sports Marketplace
• May 2010 Partnership Activation Rising Stars
• Insights on Stickybits
• A Close Look At... The NBA Playoffs
• UFC 112: Invincible
• Lottery Partner Thought Starters
• Idea Box

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.

Check out the May 2010 Issue now... and don't forget to pass it along to some friends!

Vodafone Makes a Clear Sponsorship Statement

With all of the advertising and sponsorship clutter in the sports and entertainment space, when was the last time your brand directly explained to consumers how you are effectively leveraging your partnerships to benefit the fans and the sport?

The video below, detailing Vodafone's supporting partnership of the Vodafone Warriors rugby team, is a tremendous, "must watch" piece for anyone working in sports business.

The video effectively:

• Explains the brand's partnership positioning in support of the Vodafone Warriors, a New Zealand rugby club (and details the duration of the partnership)
• Recognizes the passion and affinity of the Vodafone Warriors' fan base
• Demonstrates their commitment to enhancing the fan experience for Warriors' supprters
• Describes the impact the partnership has made on the sport of rugby in relation to that of other team/league sponsors
• Details how the brand has built a community that fosters interaction and fan support on an annual basis
• Describes how the partnership ties back to their direct business initiatives
• Promotes the interactive features, content, and games that Vodafone offers the Warriors' fanbase
• Details activation tactics

Check it out here!

A special thanks to Kim Skildum-Reid of Power Sponsorship for her insights and contributions to this column.

Nike Listens to Soccer Fans With "Inspire the Boot" Promotion

Are you looking for new ways to engage your fan base?

Nike is capitalizing on the buzz leading up to the 2010 World Cup in South Africa by offering a "Inspire the Boot" promotion that offers fans a chance to have their favorite personal messages stitched on the boots of the world's greatest players throughout the tournament.

Nike created a microsite and Facebook application to support the campaign, which gives fans a unique chance to inspire soccer stars Wayne Rooney and Ashley Cole. Nike gave consumers the chance to submit their favorite 12-character entries online until May 18th before the winning inspirational slogans are selected. The winning boots will be unveiled at NikeTown London and will be on tour throughout the World Cup in South Africa. An unbelievable offer!

Check out Nike's "Inspire the Boot" online promotional campaign below:

Is Music Part of Your Branding Strategy?

Is your team looking for new ways to remain relevant during the off-season? Are you looking for new ways to your organization's players?

Teams interested in producing new viral content, maintaining relevancy during off-season months, and promoting the star power of individuals, coaches, and team personnel should consider turning to music to accomplish their objectives. Teams can drive affinity for certain individuals and potentially create viral hits by giving local music talent an opportunity to create songs about the team's stakeholders.

Organizations operating on tight budgets can consider having the local singers perform acoustic sets and can film the performances using a Flip Video camera. If a team creates several songs (for different individual players), all of them might not be popular but many organizations just need to strike gold with one viral piece.

Teams can consider integrating these songs during pre-game introductions (basketball), plate appearances (baseball), or shortly after a player scores or makes a big play (hockey, football) and can potentially distribute this content as premium giveaways at the gate... The opportunities are endless.

Check out the video below (which serves as a terrible example) and consider new ways that you can drive value for your organization via sonic branding!

Jack in the Box Scores with Outfield Signage at Petco Park

Are you looking for new ways to make an impact with outfield signage? Are you looking to give your signage some personality?

Jack in the Box, one of the nation's leading fast food hamburger chains, has teamed up with the San Diego Padres to feature some of baseball's most creative signage. The restaurant chain, with 2,100+ restaurants in 18 states, features two (2) giant outfield scoreboard signs that creatively integrate the chain's mascot, Jack, into the action.

Jack, a mascot that resembles a toy clown from a jack-in-the-box, is featured in the signage promoting cheers for both the Padres and Tacos (a huge promotional push of the partnership). The signage supports a "Guess What's in Jack's Hat" promotion that offers all fans in attendance the chance to win two (2) free tacos if a select contestant guesses correctly.

And here's a unique one: Jack in the Box commonly gives out free team car antenna balls to consumers that purchase large combo meals in select markets... Something to consider for your next premium giveaway!

Check out Jack in the Box's signage below and look for it in future game broadcasts!  

The Nets Brought Virtual Good Luck to the NBA Draft

Are you looking for new ways to engage fans around a league draft? Are you looking for new ways to leverage social media platforms to drive water cooler conversations around your organization?

It has become a customary practice for NBA organizations to bring a good luck charm with them to the annual NBA Draft in anticipation of securing a top pick. While some organizations send rising stars, new owners, and sweepstakes winners, the New Jersey Nets turned to VaynerMedia and their avid social media following to bring them good luck in 2010.

The Nets and VaynerMedia created a microsite, http://netsgoodluckcharm.com, that utilized Twitter and Facebook social plugins to allow fans the opportunity to post good luck messages to the team without having to leave the page and participate via their social media accounts. With a 25% chance of securing the top pick, Nets fans left hundreds of good luck messages and shared their thoughts about the Net's future and the hopes of securing an elite prospect. The organization launched the microsite at 9am the morning of the Draft and kept it live until just shortly after the draft picks were announced. 

Unfortunately for the Nets, luck was not on their side and they ended up securing the 3rd spot in the Draft. While the result of the lottery is pretty disappointing for Nets fans, their virtual good luck charm was a hit. Look for some more related initiatives in the near future!

Giants Fans Breathe Right and Love Their Team

Are you looking to leverage new partners online?

In 2009, Breathe Right Nasal Strips partnered with five (5) NFL teams (Patriots, Giants, Dolphins, 49ers, Bears) to introduce its new Breathe Right "Extra" product to sports fans across the nation. Touting a product that has been used by professional football players since 1994, the company activated its partnerships with "Breathe Right Game Days", where 400,000 product samples were distributed to fans via a multi-faceted professional football sampling and trainer outreach program.

In 2010, Breathe Right is bringing its partnership with the New York Giants to life by featuring an interactive page on the team homepage where fans can upload a picture of their game face, where they are wearing a Breathe Right Extra nasal strip, each week. The page concept is very engaging for fans and does an effective job tying back to the sport! A very well executed piece! Check it out below: 

Yankees Fans Enjoy the Best Buy Match Game

Are you looking for new ways to entertain fans between innings?

Best Buy features a very entertaining video board segment in between innings at the new Yankee Stadium that challenges the memory skills of fans. Best Buy features a "Match Game" vignette that tasks one (1) select Yankee fan with memorizing which Yankee player was featured twice behind a series of tiles that resembles the Brady Bunch.

The feature would serve as a terrific way for teams to promote:

• Dating Services (feature different singles behind the blocks)
• New Team Apparel/Equipment/Hats
• Automobile Companies (looking to showcase a new model)
• Sponsors Looking to Drive Team Affiliation (as shown above with Best Buy)

Consider new ways that you can bring your events to life for fans outside the lines!

Give Fans an Experience They will Never Forget

Are you looking for new ways to connect with consumers via grassroots campaigns? Are you looking to re-energize a brand?

Too often we see sponsorship programs created with the consumer in mind that lack one integral component... the experience. The following clip for Converse Sport, which is actually a parody filmed for the 4As 2010 Institute of Advanced Advertising Studies, does a tremendous job demonstrating how companies can re-energize their brands by creating/re-creating a memorable experience for consumers:

The Kings Salute the U.S. Army as a Partner

Are you looking for new ways to demonstrate appreciation for military partners on game day? Are you looking for new ways to incorporate sponsors into your pre-game entertainment?

The Sacramento Kings teamed up with the U.S. Army to host a memorable "Protect and Serve" night at ARCO Arena during the 2009-2010 season. The special night celebrates the Kings-U.S. Army partnership, a pact that dates back four years, and serves as a great way to demonstrate appreciation for soldiers serving overseas and the police force protecting consumers in their local neighborhoods.

The Kings integrate the U.S. Army on "Protect and Serve" via several in-game exclusive moments, videos, and player testimonials. Check them out below:

Game Introduction Video

Player Salute

National Anthem Introduction 

In addition to "Protect and Serve" night, the U.S. Army activates its partnership with the Kings via:

High School Rallies - The U.S. Army hosts hour long high school rallies where they feature a push up contest, a presentation for boys and girls varsity basketball coaches, appearances by the Kings mascot Slamson, the Kings dancers, the Kings breakdancers, an Emcee, and a variety of prizes and fun contests for kids to enjoy. Coaches that are honored at the rallies are invited to a future Kings game with the other winners of the "Kings Coaches Club".

Kings for the Community Program - As the presenting sponsor of the "Kings for the Community" program, the U.S. Army offers members of the local community a chance to attend a Kings game on behalf of both the U.S. Army and a Kings player. The U.S. Army treats its guests with a t-shirt, goodie bag, ticket to the game, and a live mention during the game. The U.S. Army drives awareness for the initiative with mentions in the game day program and during game broadcasts.

A special thanks to Chris Morales and the Sacramento Kings organization for their insights and contributions to this column. 

The SF Giants Take Tweetups to the Next Level

Are you looking for new ways to attract and reward your social media followers? Are you looking for ways to capitalize on social media in the sports marketplace?

Considered leaders in the sports technology/social media space, the San Francisco Giants recently continud their charge by hosting a terrific first official SFGiants Tweetup. The team collaborated closely with Twitter and Room to Read to put on the exclusive event, offering the team's avid social media followers an opportunity to experience a once-in-a-lifetime opportunity at AT&T Park.

For just $20, the team offered 600 fans a chance to attend a game, receive a limited edition "@sfgiants follow us" t-shirt, listen to a host of influential guest speakers, and enjoy exclusive access into the new Triples Alley space, a behind-the-scenes lounge area of AT&T Park that is not open to the general public. The team promoted the event via Twitter using the hashtag #SFGTweetup.

The Giants entertained their Twitter guests in attendance with a terrific panel of speakers, including:

• Erin Ganju - CEO of @RoomToRead
• Brian Murphy - Moderator (@KDBRMurph)
• Jeremy Affeldt - San Francisco Giants Pitcher (@JeremyAffeldt)
• Biz Stone - Co-Founder of Twitter (@Biz)

The event also featured a surprise guest, @Jack, Co-Founder of Twitter and the CEO of Square, who spoke about his new product, a revolutionary new tool that allows you to accept credit card payments via a 'square' device that plugs into your headphone jack to your iPhone.

The event turned out to be a huge success for the team:

• The Giants sold out all 600 reserved seats for the tweetup a few hours before its scheduled start at 5:15pm
• The Tweetup generated thousands of #sfgtweetup specific tweets and photos, with 99% of the comments posted being positive (a very rare result in the social media landscape)
• A portion of the @SFGiants Tweetup proceeds went to @RoomtoRead, a Twitter supported charity

Check out some photos of the event below:  

Check out the Official Event Invitation below:

A special thanks to Garrett McManus of the San Francisco Giants for his insights and contributions to this column!

Carlsberg Takes You Behind the Scenes with Team England

Carlsberg recently unveiled a tremendous viral piece in anticipation of England's 2010 World Cup appearance. The piece takes viewers behind the scenes and into the locker room and tunnel where they can feel the pre-game excitement and butterflies on game day.

Check out the terrific piece below: