Drive Ticket Sales with "Facebook Friday" Promotions

Are you looking for new ways to drive ticket sales through social media channels? Are you looking for ways that Facebook can help drive your business?

Rutgers University recently announced that it would be offering a select ticket offer to all fans who sign up for its official University Athletics webpage. The promotion, entitled "Facebook Friday", enables fans who join the Rutgers Athletics Facebook page by Friday, January 29th will receive an exclusive promotional code for $5.00 tickets in the promenade for the Rutgers MBB home game against Notre Dame on Saturday, January 30th.

By creating "Facebook Friday", "Twitter Tuesday", and "Social Media Saturday" offers, teams can create a simple, memorable reminder for fans looking for promotional discounts and exclusive opportunities. It is one thing to continuously offer fans bland offers. It's another to create signature promotional campaigns around select days throughout the week (where one can expect to drive significant impressions and engagement). 

Sports marketers looking for other ways to leverage Facebook should consider checking out a Checkers Facebook Coupons initiative that the Charlotte Checkers recently implemented. The team is featuring printable coupons (positioned as banner ads) that members of the Checkers' Facebook Fan Page can redeem for free merchandise, discounts, and special promotions. However it is important to note that if organizations chose to replicate the "Facebook Coupons" concept, one should ensure that they have the appropriate fulfillment and messaging in place to satisfy fan demand on game day!

Check out the conceptual design of the Checkers Facebook Coupons below:

Activation of the Day - PokerStars

Are you looking for new ways to promote an upcoming poker tournament? Are you looking for new ways to leverage guerrilla marketing tactics to promote your organization or an upcoming event?

PokerStars, the world's largest online poker room, recently hit the streets with a guerrilla marketing campaign to drive awareness in a city setting. The marketing stunt featured paid actors leaving branded briefcases stuffed with money around town to illicit reactions from consumers passing by.

Check out PokerStars' humorous street tactics below:

Leverage Electronics Partners In-Game...

Are you looking for new ways to leverage electronics partners? Are you looking for new ways to entertain fans during periods of play?

The Orlando Magic featured a humorous "Name that TV Tune" video board segment that served as a fan-favorite during games in the '08-09 season. The Magic created a few simple vignettes featuring players and dance team members trying to sing the words to a recognizable tune on their iPod (with iPod imagery in the background).

The vignettes serve as a great way for sports organizations to integrate electronics retailers/manufacturers and music companies in a seamless, memorable in-game setting. Depending on the partner, properties can easily replace the iPod (featured in the videos below) with a state-of-the-art cell phone, computer, television (karaoke-style), or other device.

Teams can even drive excitement in-arena by assigning participating players/dance team members to designated sections in-venue and rewarding the section of fans assigned to the player who sings the most correct lyrics with a free cd/song download (which can be distributed w/ voucher, picked up a Will Call, etc.)

Check out the Orlando Magic's "Name that TV Tune" vignettes below:

PLAYERS

DANCE TEAM

PLAYER KARAOKE

In 2009, the Magic organization introduced a humorous "Player Karaoke" vignette... Check it out below:

Matt Bonner Leads the Quest for the Hoagie Grail

Are you looking for new ways to leverage athlete endorsers? Are you looking for ways to promote QSR/retail partners?

San Antonio Spurs' forward Matt Bonner has begun a blogging practice that could soon serve as a benchmark for brands looking for new ways to bring their athlete endorsements to life. Bonner features an exclusive blog on the Spurs official homepage called, "The Sandwich Hunter - The Quest for the Hoagie Grail".

Throughout the season, Bonner makes lunchtime visits at local restuarants on game day and features writeups (detailed content, pictures, feedback, etc.) about his experiences.

How can this concept be applied by others in the sports space?

• Brands can align with athlete endorsers (and their teams) to feature a designated blog on the team homepage that chronicles a player's visit to a QSR/retail location throughout the season... For products (cpg's, apparel, etc.) the blog could feature X endorser having their picture taken with a famous celebrity (and the product) in every market, etc.
• Teams can feature an "On the Road" segment on their homepage that features pictures/video/writeups of players visiting the retail locations/using products of preferred team partners
• Lower profile players can leverage blogs (like Bonner has) to score new endorsement deals with partners

With Twitter/blogging becoming a common practice by athletes and brands alike, look for more examples like The Qwest for the Hoagie Grail to come about in the near future!

A special thanks to Alex Vitanye of the Ohio University Center for Sports Administration for his insights and contributions to this column. 

The ATP Kicks Off its '10 Tour On a Flying Carpet

Are you looking for new ways to drive awareness for high-profile events? Are you looking for new ways to leverage tennis personalities?

Roger Federer and Rafael Nadal recently kicked off the 2010 ATP Tour by performing a unique publicity stunt. The two (2) superstars played a game of tennis atop a flying magic carpet in the Souq Waqif in Dohar, Qatar - a PR stunt that served as a great photo opportunity for the media and a memorable experience for onlookers.

The tennis stars were in Qatar to kick off the ATP Tour at the Qatar ExxonMobil Open. Check out the unique magic carpet ride PR stunt below:

Activation of the Day - Dunkin' Donuts

Are you looking for new ways to leverage Dunkin' Donuts as a corporate partner? Are you looking for creative ways to leverage signage giveaways and other premium items?

Massivemedia recently executed a terrific guerrilla marketing campaign on behalf of Dunkin' Donuts at a recent major endurance event. Massivemedia featured a sign station where fans could place customized messages on "You Kin' Do It" signs and had a Dunkin' Donuts on-site to engage with consumers.

Check out some pictures of their activation below as well as some links that detail some of Massivemedia's related grassroots campaigns that have been executed on Dunkin' Donuts' behalf: 

  

 

Dunkin' Donuts Cap Distribution at the NYC Marathon - Click Here

Dunkin' Donuts Coupon Sampling - Click Here

Source: Massivemedia

Activation of the Day - Cal Athletics, Oski Mobile

Are you looking to create new consumer incentive offers? Are you looking for ways to offer consumers exclusive experiences on game day?

Cal Athletics ran a promotion in 2009 offering fans the chance to win a ride on the Oski Mobile (the mascot's vehicle) when the Golden Bears run onto the field prior to kickoff. To generate awareness, the athletics department featured a viral piece and an online registration form on the University's official athletics website.

Check out the piece below and consider new ways that you can offer exclusive opportunities for your fans at minimal to no cost!

adidas Rocks Europe with the NBA 5 United Tour

Are you looking to host a premier grassroots basketball tournament? Are you looking for ways to engage the local community?

In 2009, adidas executed a major grassroots basketball campaign called the NBA 5 United Tour that appeared in five (5) major cities across Europe (Athens, Madrid, Rome, Istanbul, London). The tour provided consumers in those cities with the chance to compete in a premier basketball tournament and enjoy a variety of festivities and interactive skills challenges.

• Athens - Featured 336 teams (2,088 players) at the Olympic Athletic Center of Athens
• Madrid - Featured 257 teams (1,596 players) in front of the IFEMA Feria De Madrid
• Rome - Featured 127 teams (779 players) at stadio Flamino
• Istanbul - Featured 201 teams (1,223 players) at the grounds of Santralistanbul
• London - Featured 114 teams (696 players) in front of the O2 Meridian Gardens

While adidas served as the presenting sponsor of the tournament, EA Sports, Powerade, and the NBA also invested into the tour and had a notable presence on-site. The tour's activities included daily 5v5 games, a three-point shootout, a slam dunk competition, performances by NBA dance teams, and EA Sports Video Arcade competitions.

adidas supported the campaign with an official Facebook page and an official Twitter page (although neither attracted a significant following).

Check out a few videos below that recap the activation and entertainment that took place on the adidas NBA 5 United Tour:

Athens Recap

Madrid Recap

Rome Recap

Istanbul Recap

London Recap

The Best Hockey Race You've Never Seen...

Are you looking to add a little humor to your on-ice entertainment? Are you looking for new ways to promote QSR and casual dining partners?

The Atlanta Thrashers recently held a hilarious on-ice race between three fans competing as Applebees entree items... As you watch the race, you will notice that the Thrashers called on the team's mascot and an inflatable sumo wrestler to add some unpredictability and excitement for fans.

A must see... Check it out:

Use the Penalty Box to Promote Green Initiatives

Is your hockey organization looking for new ways to "go green" on game day? Are you looking for new ways to promote partners who support green initiatives during the game?

A pair of green men have become local legends at Vancouver Canucks games after being shown on CBC television taunting players from opposing teams seated in the penalty box. When opposing players are forced into the box, the "green guys" come up with creative ways to distract the players and attract the attention of fans seated throughout the arena. The Canucks' "green guys" have established an official Facebook page that has generated 14,000+ followers and features a collection of pictures, videos, and fan discussions. 

It is hard to depict whether the "green guys" initiative is a team-run initiative (if so, it's becoming a tremendous ploy to drive fan excitement), but whoever is behind the stunt is doing a tremendous job attracting a loyal following. 

If league rules permit, other hockey organizations (from all levels) should consider turning the penalty box into a "green experience":

• A team partner that supports green initiatives can feature "green-specific" signage in the box, brand two (2) green men seated adjacent to the box (who are there to drive attention to the cause), and distribute green vouchers/giveaways to select sections any time an opposing player is put in the penalty box ... A cheap, creative way to drive awareness for green initiatives!

Check out the Vancouver Canucks' "green guys" in action below:

Drive Excitement with Fan Makeovers and Look-A-Like Segments...

Are you looking for new ways to leverage hair salon/cosmetic surgeon/exercise and fitness partners? Are you looking for ways to drive fan excitement during stoppages of play?

Take a quick moment and watch an interesting episode that took place at a recent Patriots game when WR Randy Moss caught a glimpse of a fan look-a-like (wearing a Randy Moss mask) on the video board at Gillette stadium...

Teams looking for new ways to leverage cosmetic surgeons, fitness centers, and hair care salon partners, should consider taking a page from the classic makeover segments featured on daytime talk shows that have proven to be a hit with viewers. Properties can feature a "Fan Makeover" or "Fan Look-A-Like" segment during games that will surely drive fan excitement (although it needs to be done in a classy manner).

To execute the initiative, teams can collaborate with a non-traditional partner whose business focuses on physical attributes (hair care, surgeons, fitness partners, tanning salons) to create a segment where three (3) fans who are chosen prior to the game have their new appearances revealed on the video board during halftime festivities or select stoppages of play. Teams can drive fan excitement by giving fans makeovers to resemble players, coaches, popular team personnel, or celebrities that are attending the game.

Consider new ways that you can bring non-traditional partners to life in memorable ways on game day!

Bring Your Out-of-Home Campaigns to Life with Steam!

Are you looking for new ways to leverage team partners? Are you looking for ways to bring the excitement of your games to life for fans during the work week?

McDonald's recently teamed up with Cossette, an advertising agency based out of Vancouver, Canada to create a stimulating out-of-home campaign designed to drive awareness for the chain's coffee offerings. Cossette built a steam machine to fit inside a bus shelter that let off periodic bursts of steam, revealing a hidden message about a McDonald's free coffee promotion.

The creative outdoor campaign, executed to perfection, offers some parallels for sports marketers looking for new ways to stimulate consumer awareness:

• Teams can promote an upcoming season (and leverage a home improvement/grill partner) by featuring a branded miniature grill giving off steam that reveals the slogan, "It's Time to Kickoff the Season... Are You Ready?"
• NASCAR (and/or participating teams/sponsors) can feature a visual of a car smoking with a captivating message
• Teams can feature of a picture of players running out of the tunnel with smoke (e.g. steam) exploding from the visual (think of the Miami Hurricanes running out of the tunnel with the steam)
• The Miami Heat (and teams with related fire monikers) could feature an outdoor ad with steam to show opponents cooling off
• Teams can leverage coffee vendors (as seen in the ad) by touting exclusive season-long promotional offers

The Mavericks' Great Baby Race of 2009

Are you looking for new ways to leverage cpg companies and non-traditional partners? Are you looking to create game entertainment that caters to all fans in attendance?

The Dallas Mavericks recently teamed up with retail partner Academy Sports + Outdoors to feature an All-Star baby race during the 3rd quarter of a recent home game that turned out to be a huge hit with fans. The contest pinned four (4) babies sporting Dallas Mavericks gear racing (slowly) across a mat in front of thousands of the team's supporters.

The Mavericks did a tremendous job executing the promotion by leveraging the PA announcer to drive fan excitement and featured some great camera angles of the action on the video board.

The All-Star baby race served as a great way for Academy Sports + Outdoors to distinguish the fact that it is the Official Headquarters for the Dallas Mavericks for all fans (men, women, kids, babies, etc.). The collaborating parties could bring the promotion to life slightly more by assigning sections to each of the four babies (with the winning baby's section receiving $5 gift cards while all other participating sections receiving a discount at purchase). Nonetheless, Mavericks fans in attendance won't forget the baby race (and Academy Spots + Outdoors) the next time they are shopping for their kids!

Check out the Mavericks' classic All-Star baby race below: 

adidas Goes Guerrilla with Star Wars Characters

Are you looking for new ways to leverage partnerships in an effort to drive retail traffic? Are you looking for new ways to leverage mascots and non-traditional characters?

adidas recently drove awareness and traffic to its flagship store on Orchard Road in Singapore by executing a terrific Stars Wars guerrilla marketing stunt. The exhibition, designed to promote the launch of adidas' 2010 Originals x Star Wars collection, featured approximately 20 Stars Wars characters (led by Darth Vader) raiding the adidas store, purchasing goods, and engaging with consumers while walking the streets of Singapore with branded adidas bags in tow. adidas teamed up with the 501st Star Wars Costume Group to execute the stunt.

Sports properties looking for new ways to drive traffic and buzz at retail should consider ways that they can benchmark adidas' creative Star Wars stunt. For example, properties and retail partners can easily team up to hire a team of actors wearing football equipment (resembling the team's players) running through a mall and into a desired store location during a busy shopping weekend.

Retail partners can even drive team affiliation awareness by featuring actors (in uniforms) doing touchdown celebrations/plays at high-traffic street corners and offer tickets/discounts to passerby consumers. Consider ways that you can leverage mascots and non-traditional characters (e.g. actors in uniform) to drive traffic and awareness to your location. For the price of store appearance by a premier player ($750+ for 90 minutes), retailers can deliver as much (if not more) value with a set of qualified actors performing a unique marketing stunt!

Check out adidas' Star Wars stunt below:

The Giants and Springsteen Celebrate Memories

Are you looking for new ways to commemorate the history of your organization? Are you looking to feature a memorable piece on the videoboard uring an upcoming game?

The New York Giants celebrated their final regular-season game at Giants Stadium by featuring a special video to the tune of Bruce Springsteen's hit song "Wrecking Ball" on the jumbotron. The three (3) minute clip featured countless pictures and video memories from the historic venue and honored a collection of the finest players to ever play for the Giants organization.

Check out the memorable tribute video below:

For Heineken, It's All About the Experience

Are you looking to create a new, unique mobile marketing campaign? Are you looking for new ways to leverage an alcoholic beverage provider?

In 2008-09, Heineken toured the globe with a captivating mobile marketing tour called the Heineken Extra Cold Experience. The campaign toured major cities across the globe (spanning multiple continents) in an effort to promote the fact that Heineken can be served "extra cold" to drive refreshment.

To demonstrate how consumers feel while drinking an Extra Cold Heineken, the company created a mobile tour experience that featured a collection of engaging elements, including:

• A Big Igloo Experience (Where Premiums Were Distributed)
• An Ice Bar (With Free Samples)
• A Live Stage
• Live DJ Entertainment
• Heineken Models
• Lounging Stations and Giant Ice Cube Chairs

Heineken supported the campaign with a tremendous Facebook Fan Page filled with tons of pictures, videos, and consumer feedback.  

Check out a few videos that detail the incredible experience Heineken is offering consumers (and how they created it):

Check out the Heineken Extra Cold Experience campaign microsite below (geared towards the European marketplace):

Red Bull Kicks off 2010 with a Rally to Remember!

Are you looking for new ways to drive global awareness and leverage key holidays? Are you looking for ways to break the traditional mold of sports marketing?

Red Bull is kicking off the Year 2010 and a new decade of excitement with a New Years Bang that will surely generate watercooler discussion on Monday. Red Bull's "New Year. No Limits." campaign will feature stunt artist Travis Pastrana testing the laws of physics by attempting a 171-foot long distance jump in a rally car.

The stunt, set to take place at the Pine Street Pier in Long Beach, California, will be featured live on ESPN on New Years Eve at 11pm. The stunt will grab the attention of millions of consumers who are turning on their television (or watching at a local bar/establishment where ESPN is always being shown) for some quality New years entertainment.

Red Bull's "New Year. No Limits." festivities demonstrate how a brand can "own" a holiday with a captivating moment in sports, despite a tremendous amount of clutter (traditional New Years Eve coverage, bowl games, anticipation for the NHL Winter Classic, NFL/NBA/NHL, etc.).

ESPN is supporting coverage of the event with mobile text updates for those consumers who will be situated away from the television. To drive anticipation for the event, Red Bull created an incredible microsite (as shown below) that features viral content, live Twitter feed integration, details about the stunt/party information/locale, and additional press.

Check out the microsite and some of the viral pieces below:

Happy Holidays from Partnership Activation!

Partnership Activation 2.0 - December 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 December 2009 Partnership Activation 2.0 monthly newsletter. If you like what you see, please pass it along to friends as a FREE holiday gift.

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

• Custom Music Videos
• The Best Utilization of Twitter in College Athletics
• Hosting Events in Nontraditional Venues
• Charlotte Checkers Partnership Spotlight
• Details on SportBusiness Newslines
• The December Recipients of the Partnership Activation Rising Stars Program
• 2010 World Cup
• Ways to Leverage a Taco Bell Partnership
• Creative Activation Tactics

Check out the December 2009 Issue now... and don't forget to pass it along to some friends!

Activation of the Day (12/21) - Molson Canadian

Are you looking for new ways to leverage a grooming/hair care partner? Are you looking to create a captivating campaign around your team's playoff run?

Molson Canadian created a humorous "Official Guide to Playoff Grooming" vignette to support its NHL activation in 2009. The company supported the campaign by asking fans to submit their own unique hockey grooming styles on the Molson Canadian Facebook page (www.facebook.com/molsoncanadian) for the chance to win a Molson Canadian beer fridge. Hundreds of fans responded to the call-to-action and the campaign turned out to be a nice success.

Check out Molson Canadian's Official Guide to Playoff Grooming clip below: