Are you looking for new ways to leverage the passion and emotion of sports without owning rights to marks? Are you looking for new ways to leverage key holidays throughout the calendar year?
Puma has created an outstanding Valentines Day viral campaign that will surely impact the lives of thousands of soccer fans (and their spouses) around the world. Puma created an entertaining viral piece that features a group of soccer hooligans, referred to as the Hardchorus, belting out a sappy Savage Garden Tune.
The viral piece, created in conjunction with Puma's Love=Football campaign, was designed with the avid soccer fan in mind who would like to send a gift to a loved one that knows where their heart really is on Valentines Day if/when their favorite soccer club is playing.
Are you looking for effective ways to leverage premier sporting events? Are you looking to align with multiple brands to activate on-site?
Samsung Mobile and Vodafone teamed up to feature a tremendous activation campaign at the Big Game 2, a rugby match played between the Harlequins and Wasps at Twickenham Stadium in January. The two (2) brands aligned their activation efforts to support the launch of the Vodafone 360 Samsung H1 Handset, the first Samsung offering to deliver Vodafone's new social networking and entertainment Internet services.
Check out their on-site activation efforts in this terrific 5:30 video recap below!
Are you looking for new ways to engage consumers around premier sporting events? Are you looking for ways to capitalize on action sports?
Consumers visiting the Province of British Columbia for the 2010 Vancouver Olympic Games are being treated to a free zip line ride over Robson Square. The Ziptrek attraction, spanning over 170 meters six (6) stories high in the air, offers consumers an exhilirating experience that they will never forget.
Check out the attraction's official page here and watch the video below of consumers enjoying the action:
What happens when you feature an outdoor hockey game at Camp Randall in front of 55,000 rabid fans? Absolute mayhem.
The No. 3 University of Wisconsin men's hockey team recently faced off against the No. 19 ranked Michigan Wolverines in a classic battle played at Camp Randall in front of 55,103 fans, the second largest crowd ever to witness a hockey game at the venue.
Despite temperatures dipping into the single digits, fans still found a way to have a great time. Maybe the NHL Winter Classic organizers should take notes... (or consider featuring the next matchup on a giant college campus).
What happens when you create an epic campaign that combines the world's best footballers with Kobe Bryant and Maria Sharapova? It's Nike's hope that it will help save lives.
Nike recently launched a really cool viral piece in support of its Nike Soccer Red Campaign to fight HIV/Aids in Africa. Check it out below and be sure to stop by their official Red microsite to learn more about some of the cool initiatives taking place (Nikesoccer.com/red):
Are you looking for ways to enhance your client hospitality initiatives? Are you looking for ways to leverage tennis partnerships and related assets?
In November 2009, RBS treated a collection of clients, customers, and competition winners to an ultimate first-hand tennis experience. The company, a notable tennis sponsor, teamed up with tennis stars Andy and Jamie Murray to host "The Murray Experience", an exclusive clinic that provided select guests with an opportunity to learn insights, practice techniques, and exercises from two (2) of the sport's finest players.
Check out a video that recaps the exclusive RBS hospitality experience below!
For more images, check out Andy Murray's official blog here.
Are you looking for new ways to leverage athlete endorsers? Are you looking for ways to drive awareness without having rights to marks?
Target, a longtime sponsor of Olympian gold medalist Shaun White, recently unveiled a terrific billboard messaging campaign in Times Square in anticipation of the 2010 Vancouver Oympics. The billboards, a creative collaboration between Target, White, and his brother Jesse, were unveiled on January 15th and are set to be changed as the Games near closer.
Target's massive billboard campaign (a combination of nine (9) individual outdoor adverts) serves as a great way to provide Shaun White with a good-luck sendoff, drive awareness for the retailer's exclusive Shaun White 4 Target clothing line, and leverage consumer affinity for the Olympic Games without having rights to marks...
Are you looking for new ways to leverage wine partners? Are you looking to fill new sponsorship categories?
Wolf Blass, an Australian wine brand, is leveraging its official sponsorship of the RBS 6 Nations Cup (a globally recognized rugby tournament) with a $2MM marketing campaign designed to highlight similarities between the brand and the sport. The campaign draws attention to three (3) brand attributes - quality, passion, and character - that closely associate with the sport of rugby and resonate well with fans.
Wolf Blass will feature its sponsorship-related messaging through a variety of channels - television, print, outdoor, online, and at retail. The company is complementing its messaging with a promotion that enables consumers the chance to win "Ultimate Sports Prizes" via an in-store neck collar promotion (including VIP ticket packages to the Ryder Cup, premiership football matches, etc.).
Wolf Blass' partnership with the RBS 6 Nations Cup should serve as a benchmark for U.S. sports organizations looking to fill the wine category and fully leverage a partnership. Look for more examples to come in the near future.
Check out some of Wolf Blass' outdoor messaging below:
Are you looking for new guerrilla marketing campaign ideas? Are you looking for new ways to leverage winter sports events to drive awareness for your product or service?
Brands looking for new, cost-effective ways to drive awareness during the 2010 Vancouver Olympic Games and other winter sports festivities should check out the guerrilla marketing concept below called snowbranding. The piece shows how a group in Leipzig used a few tools to engage consumers in wintry conditions. The tactic of snowbranding is quite simple, yet it can serve as a way for brands to really stand out to consumers (that is, if it's worthy enough for them to withstand the cold to pay attention).
Check out the cool "snowbranding" guerrilla concept below!
Are you looking for new ways to entertain your fan base? Are you looking for new ways to drive awareness for your organization's players?
The folks at the University of Washington are constantly pushing the envelope with new, creative marketing and sales tactics. The UW marketing team recently created an entertaining "Dancin' Dawgs" piece that is played on the video board when the men's basketball team develops a sizeable lead in the final minutes of play.
The clip is terrific in that it allows the athletes to demonstrate some of their personalities and it is a simple, yet very entertaining fan pleaser. Why not remind fans late in the game about how great their experience was?
The 1st Annual Partnership Activation Summit is set to take place this week at the Moon Palace Resort in Cancun. The Summit calls for a time of rest, relaxation, and reflection as we prepare for another year of creative ideas and best practices...
Have a great rest of the week and we hope to connect with you soon!
Are you looking for new ways to leverage auto partners in-venue? Are you looking for ways to enhance seating at your venue?
Ford featured an interesting "Best Seats in the House" exhibit at the 2009 MAC Championship, a game played at Ford Field in Detroit. Check it out below!
A special thanks to Drew Ossakow of the Ohio University Center for Sports Administration for his insights and contributions to this column.
Partnership Activation's Brian Gainor spoke at the 2009 Ohio University Sports Business Forum about creating a comprehensive plan to guide one's career in the sports industry. The presentation was part of a terrific event, put on by the Ohio University Center for Sports Administration, that featured some of the sharpest minds in the sports indusy.
Gainor touched on six key points throughout his presentation:
Think of Yourself as a Brand
Understand the Sports Landscape
Networking is Not an Option
Get as Much Experience as Fast as You Can
Learn. Learn. Learn. - Education is Key
Do the Little Things That Make a Big Difference
Watch the presentation below:
Check out some recaps (and hopefully videos soon) of the event's other speakers:
1. The Curriculum: The MBA/MSA combination The two-year MBA/MSA program prepares students for leadership positions by combining the business teaching of the Ohio University MBA program with sport-specific knowledge during the MSA program. This degree combination recognizes the growing complexity of the sports, facility and entertainment industries, and reinforces Ohio University's commitment to preparing students for the leadership challenges of the future.
The MBA phase of the program uses a problem-based learning style, immersing students in collaborative projects and working situations that are commonplace in the business world. Students learn basic business concepts in a real-life context, and develop skills in communication, collaboration and teamwork that are essential for success, while developing their ability to be creative, take initiative, and accept personal responsibility for their actions.
The MSA program combines classroom and practical experience to prepare individuals for leadership positions in the sport industry. An interdisciplinary approach gives students the freedom to choose courses of personal interest and build a foundation of knowledge in their desired career fields.
2. SAFM Alumni Network More than 85 percent of Ohio University's 1,200 graduates are employed in key positions within intercollegiate athletics, professional sports, public assembly facilities, sports tours, motor sports, corporate sports organizations, sports media, and the entertainment industries. The loyalty of their alumni and the reputation of the program translate into a wide variety of excellent internship and employment opportunities.
3. Practical Learning Opportunities Learning also take places outside the classroom as students work on class projects, such as the program’s annual alumni symposium and various opportunities offered by the Ohio University Athletic Department.
4. International Diversity The program’s reputation has grown on both the national and international levels, attracting students from Australia, Brazil, Canada, China, England, India, Japan, Korea, Kuwait, Malaysia, Mauritius, the Netherlands, New Zealand, Nigeria, Taiwan and Thailand. Our international diversity provides a valuable perspective as the sport industry becomes increasingly globalized.
This month's newsletter features a collection of insights, including:
Fan-Athlete Challenges
Non-Traditional Billboard Tactics
27th Annual IEG Sponsorship Conference
Navigate Marketing's Take on the NY Jets Alcohol Ban
Details on Ron Seaver's Sponsorship E-Tips Newsletter
The January 2010 Recipients of the Partnership Activation Rising Stars Program
2009 Grey Cup
Ways to Leverage a T-Mobile Partnership
Creative Activation Tactics
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 January 2010 Issue now... and don't forget to pass it along to some friends!
Are you looking to create an innovative digital platform that showcases your corporate partnership assets? Are you looking to develop new tools to drive corporate partnership prospecting and retention?
As reported in the SportsBusiness Journal, the Chicago White Sox have created one of the premier digital microsite platforms showcasing the assets and signage inventory the organization has to offer corporate partners at U.S. Cellular Field. The microsite was built in-house with additional support from the LimeGreen Entertainment Group and MLB Advanced Media.
The new and innovative microsite allows urrent and prospective partners the opportunity to take a virtual tour of U.S. Cellular Field and see first hand many of the sponsorship assets the team has to offer. The site provides a detailed overview of activation opportunities (title sponsorships, digital advertising, etc.) as well as an in-depth look at signage inventory around the park.
The White Sox organization believes the site is one of the first in all of professional sports to offer such an in-depth digital look at corporate partnership inventory. Check it out and consider ways that your organization can develop a similar microsite with added benefits!
Nike recently teamed up with Wayne Rooney and Fernando Torres to create a cool new viral piece. The clip, entitled "Master Accuracy" demonstrates the skills that players can develop while wearing the new Nike Total 90 III soccer cleats.
The advert features Torres challenging Rooney to shoot balls through laser-based targets. Check it out below:
Are you looking to offer new, enticing promotions for fans? Are you looking to feature unique prizing elements in your organization's sweepstakes and promotions?
The Minnesota Wild have teamed up with Anheuser-Busch to create a unique Snowmobile Giveaway that will provide four (4) lucky fans the chance to win a team autographed Arctic Cat snowmobile and a Triton trailer during the team's home contest against the Detroit Red Wings on Wednesday, January 27th.
For the chance to win the exclusive prize pack, valued at $10,000, fans 21 years of age and older simply have to complete and submit a simple registration form on the Minnesota Wild team website. One fan will be selected via the online submission process as well as three (3) lucky others who will be randomly chosen in the arena that night. Submissions will be accepted until 10pm CST on January 25, 2010, so hurry fast for your chance to win!
Are you looking for new ways to incorporate insurance partners? Are you looking to offer new, fan-friendly incentives?
As reported by CNBC.com and the Veritix Newsletter, the River City Rascals of the Frontier League have teamed up with their insurance partner, Midwest Agency, to create a compelling "win insurance" offer for fans.
How does it work?
Prior to the 8th inning of all Rascals home games, fans can purchase "win insurance" for $2. As the game enters the bottom of the 8th, the rate for "win insurance" is raised to $5. If the team goes on to lose the game, all fans in attendance who purchase "win insurance" receive box seats to a future game that is valued at $11... the catch? Fans have to pick up their free tickets at the Midwest Agency (driving automatic awareness and foot traffic).
The "Midwest Agency Winning Insurance" offer has served as a tremendous way for the brand and Rascals organization to attract and entice fans. The promotion has attracted the attention of numerous media outlets and serves as an excellent benchmark for organizations looking for new ways to leverage insurance partners.
A special thanks to Alex Vitanye of the Ohio University Center for Sports Administration for his insights and contributions to this column.
Are you looking to create an engaging campaign that puts the creativity of consumers to the test? Are you looking for ways to leverage premier events?
With Super Bowl XLIV just weeks away, the Doritos brand has been busy capitalizing on all of the pre-game buzz with its "Crash the Super Bowl Challenge". For the fourth consecutive year, Doritos has hosted the "Crash the Super Bowl Challenge", a promotion that The promotion that offers consumers the chance to produce a :30 branded clip worthy of being featured on air live during the Super Bowl.
But in 2009-10, Doritos raised the stakes even higher than ever before. The company is offering a $5 million shared grand prize payout if three (3) of six (6) finalists can beat out the ad pros and garner the top three (3) spots in the USA Today's annual Ad Meter.
With the stakes higher than ever, Doritos received over 4,000 entries from creative individuals around the world eager to win the mega prize. From January 5-31, fans can vote for their favorite finalist at www.CrashtheSuperBowl.com for the chance to win free Super Bowl tickets... every day.
Doritos is currently featuring the videos of six (6) finalists on its site, which will be pared down to three (3) and aired down to the Super Bowl. Head to the site to check them out!
Are you looking for new ways to promote supporting travel agency partners on game day? Are you looking for new ways to get fans excited about travel destinations?
STA Travel supported its partnership with the 2009 Outback Bowl by featuring an engaging display at the event's Fan Fest located near Gate D. The STA Travel display featured a football toss exhibit where fans could win free giveaways (t-shirts and koozies) by hitting a target in the center of a massive Australia map (which tied into the Outback Bowl thematic).
STA also held drawings on-site for free travel and have away some Outback Bowl mementos that fans could redeem for cash off their next travel purchase with STA. To drive interest in the football toss display, STA personnel displayed a giant scoreboard that tallied points scored by fans of each team.
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Tuesday, February 9, 2010 at 08:50PM 
