Shapeshifter Offers New, Innovative Signage for Teams

Are you looking for new advancements in signage technology? Are you looking to feature signage at your venue that will pop?

Sports organizations looking for new signage technology to promote corporate partners need to check out the amazing work being done by Shapeshifter Media. Shapeshifter Media is the exclusive licensee of the international patents for the manufacture of Stairgraphics, a new piece of signage technology that could soon become a growing trend in the United States.

As more teams consider stadium stair signage (both in-venue and out-of-venue) and floor signage in stadium concourse levels, Shapeshifter Media could soon become a key player in the North American marketplace. The key trick will be to see which U.S. properties are able to effectively work with the German-based Shapeshifter Media to bring the 3D stairgraphics to the United States (properties interested in the technology can connect with Shapeshifter Media by clicking here).

Check out some of Shapeshifter Media's work in the sports space below:

Danone Waters/Evian - Bayarena Leverkusen

Nike USA - Javits Convention Center (New York)

Ford - Floor Poster

2D and 3D Floor Posters

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

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

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

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

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

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

Source: MLB.com

 

Source: MLB.com 

The Islanders Take Their Game Day Programs Digital

Are you looking to implement new green initiatives? Are you searching for new ways to leverage emerging technologies to enhance the fan experience?

The New York Islanders are tackling two efforts - going green and staying up-to-speed with technology - by introducing Digital Gameday Programs to all its fans attending the team's home games in 2009. As part of the team's "Goal Green" initiative in 2009, the Islanders will completely replace their traditional programs with a version that fans can access on their PC's and mobile phones the day of each home game.

The Digital Gameday Programs will mirror the team's previous print offering, complete with rosters, match-ups, stats, and advertisements. The interactive programs will even include gameday video, promotions, contests, and offers. Thus far, the team has seen 60,000 fans sign up for a Digital Magazine subscription (free).

An example of the team's Digital Gameday Programs can be seen here.

Source: Sports Business Journal, Islanders.nhl.com 

Pepsi Lets Fans Pick the Halftime Music of the Grey Cup

Are you looking for new ways to engage fans in your organization's halftime entertainment? Are you looking to create a unique promotion around a major event that incorporates the voice of fans?

Pepsi recently unveiled a tremendous 'Name Your Playlist' contest that enables fans the chance to choose which of their favorite hits will be played during halftime of the CFL's Grey Cup. With the popular band Blue Rodeo set to play at halftime of the game, fans can log on to http://www.greycuphalftimeshow.ca and choose the three (3) songs (out of ten (10) of the band's greatest hits) that they would like to see played.

Those who participate in the 'Name Your Playlist' have the chance to win weekly prizes from Pepsi, Blue Rodeo, the CFL, and Wilson. The contest is set to run through November 20th, just days prior to the Grey Cup game on November 30th in Calgary at 6:30 pm (the game is being broadcast on TSN and RDS). Pepsi Max is the official sponsor of the Grey Cup Halftime Show.

The 'Name Your Playlist' promotion is terrific because it incorporates the passion people have for both sports and music and marries them all into one contest. As fans often debate on the entertainment value of halftime performances and pre-game entertainment, the contest allows Pepsi a way for them to feel like they have a say in the festivities... a notion that is huge with Gen Y consumers.

Source: TSN

A special thanks to Darryl Dionne of the PHPA for his insights and contributions to this column.

Teams Should Consider Parking for the Cure...

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

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

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

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

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

Gillette Says Cheers to 50 Great Patriot Seasons...

Are you looking to create a video board clip that energizes fans during the game? Are you looking to celebrate team anniversaries, etc.?

Gillette has done a tremendous job celebrating the New England Patriots' 50 years of football. As an official sponsor of the Patriots, Gillette created a classic Cheers-inspired video that debuted on the jumbotron at Gillette Stadium during the Patriots' MNF game against the Buffalo Bills. The team is planning on running the clip at every single game for the remainder of the season  

Gillette is also supporting the commemorative year with a special microsite - http://www.cheersto50.com.

Check out Gillette's "Cheers to 50 Years" video board clip below:

The Maple Leafs Look to Drive Tourists to Cuba...

Are you looking to align with a tourism board or assocation? Are you considering partnering with an unconventional partner?

The Toronto Maple Leafs are partnering with the Cuban Tourist Board in Canada to feature dasherboard signage in front of the team bench at the Air Canada Center. With dasherboard signage featuring the Cuban flag and the URL www.gocuba.ca, the collaborating parties are hoping to draw attention to the country of Cuba as a tourist destination.

The branding play is very unique in North America given the travel restrictions placed on US Citizens looking to go to Cuba. Currently, only a small group of US citizens with family ties in Cuba have been able to fly to the country to visit their relatives.

However, it further demonstrates the trend of professional sports organizations aligning with tourism associations to market vacation locales and offer exclusive sweepstakes. Check out the unique signage below:

Volkswagen Sponsors... The Russians?

Are you looking for ways that companies have crossed the line in the sponsorship world? Are you looking for instances where brands went against the norm with their sponsorships?

The video below details how Volkswagen (German for "the people's wagon") recently sponsored the Russian national soccer team... in a recent FIFA 2010 Qualifier against the Germans. The highly controversial sponsorship drew a significant amount of media buzz.

Pick the Winner of the ING New York City Marathon and Win!

Are you looking to create a captivating promotion around a running/endurance event? Are you looking for new ways to elevate the profiles of lesser known stars?

In an effort to drive awareness for the upcoming 2009 ING New York City Marathon and the athletes participating in the race, the New York Road Runners have teamed up with Toyota to create a captivating promotional offer for fans.

The Road Runners created a "Pick the Champions" contest that challenges fans with correctly choosing the male and female who will finish first for the chance to win a 2010 Toyota Prius (valued at $30,080).

For a chance to win, consumers must fill out the contest's Pick and Drive registration form and then correctly choose both the male and female winners.

What is great about the Pick the Champions contest is that it forces fans to go out and research the athletes participating in the race. The promotion serves as a great way for the New York Road Runners to build the profiles of the star athletes competing in the race and create a watch-and-win component to the race that adds a new dimension of excitement.

Here is the promotional landing page where consumers select which participants they think will win (after completing the registration page):

Here is the chart of participants the New York Road Runners offer on the Pick the Champions promotional site:

The 49ers and US Bank Leverage the Coin Flip...

Are you looking to create new promotional platforms for corporate partners? Are you looking for new ways to engage young fans and their families?

The San Francisco 49ers and US Bank have teamed up in 2009 to offer young 49ers fans the chance of a lifetime. The two (2) parties created a "US Bank Coin Flip Kid" initiative that provides 49ers fans ages 6-13 the opportunity to register online for the chance to be a part of the pre-game coin toss and win:

• Two (2) game tickets
• Two (2) 49ers pre-game tailgate party passes
• One (1) parking pass
• Two (2) pre-game field passes
• One (1) Visa gift card, courtesy of US Bank

Each game, one (1) select US Bank Coin Flip Kid will be recognized on the video board while he/she walks with the 49ers team captains to mid-field for the coin toss. The Coin Flip promotion serves as an effective way for US Bank to offer children and their families a life-changing experience that creatively ties in with the bank's main line of business (driving consumers to open checking/savings accounts).

Look for more creative tactics to come from the San Francisco 49ers organization in the near future!

A special thanks to Nikki Hawkins and Brent Schoeb of the San Francisco 49ers organization for their insights and contributions to this column.

Parachute Promos Delivers Value for Brands...

Are you looking for new ways to put your product in the hands of fans in-arena? Are you looking for new ways to impact the fan experience while driving brand impressions?

As brands continue to search for new, effective mediums to place their products in the hands of fans on gameday, they should not look past Parachute Promos. The promotional company produces tangle free parachutes that can be dropped from the catwalks of arenas, sporting events, and malls. Dropping free product strapped to parachutes creates a memorable in-game setting that drives sports fans crazy and provides brands a unique way to connect with consumers during the game. 

How does it work? During a select stoppage of play (intermission, media timeout, etc.), teams will leverage the video board and a PA to announce that (insert brand name) Chutes will be dropping out of the rafters (e.g. Chipotle Chutes). Each and every night the promotion is implemented, the result is the same... fans go wild for the chance to grab one of a few dozen falling free products parachuting from the roof.

Check out a brief promotional video that captures how Parachute Promos can drive excitement for your brand in-venue: 

The Parachute Promos video was produced by Andy Emery's Outsider Entertainment team. Andy's group produces some of the most captivating videos for teams and brands in sports. Check out their site here.

The Maple Leafs Offer Fans the Ultimate Pre-Game Experience

Are you looking for new ways to attract fans to your venue hours before a game? Are you looking to create the ultimate fan experience for consumers to enjoy?

The Toronto Maple Leafs hosted the ultimate pre-game party for fans to enjoy on October 1st as a means to celebrate the team's first home game of the 2009-10 season. The team featured a variety of entertainment on-hand for fans in the hours leading up to the team's game against the Montreal Canadiens.

The pre-game tailgate party, sponsored by Ford, included the following events and activities at the Air Canada Center:

• The Leafs Nation Mobile Fan Zone
• A Free Live Concert by The Trews
• Player and Alumni Appearances
• A Wide Range of Games and Hockey Activities for Kids to Enjoy
• Automobile Displays
• Premium Distribution

Take an in-depth tour of the action below:

Source: Maple Leafs Sports & Entertainment

The Calgary Flames Offer The Best Intros in Hockey

Are you looking for new ways to enhance your pre-game entertainment offerings? Are you looking for creative ways to kick off the season?

The Calgary Flames have figured out pre-game entertainment and on-ice projections better than any other organization in hockey. The team's pre-game entertainment (especially the season opener and during the playoffs) is worth the admission ticket alone.

Check out the pre-game entertainment the Flames offered to fans attending the team's first regular season home game of the 2009-10 season against the Vancouver Canucks... it's incredible (if anything, tune in at the 1:10 mark):

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

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

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

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

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

 Retail Activation  

   

Online Activation - ChickenWave.com

 

In-Game Activation

Out-of-Home Activation

Billboard of the Week - Chick-fil-A

Are you looking for new ways to drive buzz at retail in the marketplace? Are you looking to leverage sports without investing in corporate partnerships?

The Chick-fil-A location in North Canton, OH recently used its outdoor marquee signage to poke a little fun at the hometown Cleveland Browns. The franchisee posted a sign that read "Like the Browns We Take Sundays Off" - a message that remained up for two (2) days.

While this messaging strategy could possibly backfire (alienating avid Browns fans, especially right in the team's backyard), it also could serve as a pivotal way to drive buzz. After all, Browns fans can take a creative joke these days about their favorite team's demise, right? Either way, consumers will remember the signage (and Chick-fil-A in general) each time they pass the location, especially during football season.  

The signage serves as an excellent example of ways that retailers can leverage sports without investing a significant amount of dollars in corporate partnerships. By simply recognizing sports and related events taking place (similar to Trader Joe's local market strategy), retailers can tap into the passion of fans without actually being directly associated. Look for more creative examples of sports branding at retail to come in future weeks!

Source: DC Sports Daily's Twitter Feed

The Utah Jazz Offer Free Tickets on Twitter...

Are you looking for new ways to drive team buzz online? Are you looking for ways to reward your organization's most avid followers online?

The Utah Jazz recently drove buzz for its '09 preseason home opener against the Denver Nuggets by offering thousands of free tickets to fans who signed up to follow the team on Twitter. On the day of the game, fans that went to the ticket office at Energy Solutions Arena and showed a tweet containing the offer (and proving that they were a follower on Twitter) could receive a free ticket to the game.

Here is a quick breakdown of how the team promoted the offer on Twitter:

The West Coast Conference Goes Viral With Fan Draft...

Is your conference or organization looking to drive buzz with a captivating viral campaign? Are you looking for new ways to stimulate online fan interest?

The West Coast Conference recently unveiled a humorous "WCC Fan Draft" social media campaign that will serve as the primary marketing campaign for each of the conference's eight (8) member institutions in 2009. Fans can view the campaign by visiting one of the eight (8) customized University viral sites: 

• Gonzaga - http://zagsfandraft.com
• Santa Clara University - http://broncosfandraft.com/
• University of San Francisco - http://usffandraft.com/
• Saint Mary's College - http://gaelsfandraft.com/
• University of San Diego - http://torerosfandraft.com/
• Loyola Marymount - http://lmufandraft.com/
• University of Portland - http://pilotsfandraft.com/
• Pepperdine University - http://pepperdinefandraft.com/

It is exciting to see a conference using social media to better its institutions. Organizations that can find a way to scale these type of social media projects across a number of beneficiaries will find that they will deliver better results. The West Coast Conference has been able to successfully drive a significant amount of buzz online already with the campaign. Fans that take part in the viral initiative even have the chance to win tickets to the 2010 Zappos.com WCC Basketball Championships (March 5-8).

The West Coast Conference used funds received through a 2009-10 NCAA Women's Basketball Marketing grant designed to increase awareness, exposure, and attendance of women's basketball. The West Coast Conference is hoping that the targeted viral initiative will result in a 15% increase across the board (awareness, exposure, attendance).  

The humorous campaign is very entertaining but will it drive fans to take action? It will be interesting to see. Check it out below:

Source: GoZags.com

The Gillette Young Guns Play Chicken To Drive Buzz

Is your organization looking to create an out-of-the-box viral marketing campaign? Are you looking for new ways to leverage social media to drive interest in NASCAR?

Gillette recently released one of the most creative viral pieces that the NASCAR world has seen to date. The clip, which was completely digitally produced, features three (3) Young Guns - Carl Edwards, Kasey Kahne, and Kyle Busch - playing a game of chicken at Lowe's Motor Speedway. Gillette is taking the campaign to the next level on Gillette.com by letting consumers type in a 25-character custom message that they would like to see the drivers burnout. Users can then share their experience with friends.

It will be interesting to see if Gillette opts to run this viral campaign on national television to promote the Young Guns initiative... it may convert a lot of sports followers into NASCAR fans!

The Packers Celebrate Fans with HOF...

Is your sports organization looking for new ways to recognize its fan base? Are you looking for ways to honor your team's tradition off the field?

Sports organizations looking for new ways to honor and reward their fan base should consider modeling the Green Bay Packers' FAN Hall of Fame initiative. In 1998, the Packers became the first professional football team to establish its own FAN Hall of Fame. Since then, the team has honored eleven (11) avid fans with the honorable distinction and has brought five (5) corporate partners on board.

How does the FAN HOF selection process work? 

• Fans are invited to nominate themselves (or other fans) by submitting a 500-word essay and either a two (2) minute video or picture explaining why they or another person are the ultimate fan and should be recognized
• The Fan Hall of Fame selection comittee, comprised of Green Bay Packers front office staff, trim the list of candidates down to ten (10) finalists
• The ten (10) finalists are profiled in the Milwaukee Journal Sentinel as well as Packers.com. Voting ballots are made available within the Milwaukee Journal Sentinel , on Packers.com, and at the corporate locations of the program's sponsors
• The finalist who garners the most votes is inducted into the Packers Fan Hall of Fame

What do the Packers FAN Hall of Fame inductees receive?

• Four (4) club seats to a Packers home game
• Acknowledgement on the Lambeau Field jumbotron
• $500 Pro Shop gift certificate
• A road trip for two (2) to a Green Bay Packers away game (including tickets/accomodations)
• Recognition on Packers.com (profile)

The initiative serves as a great way for the Packers organization to give back to a dedicated fan base that has supported them for so many years. Look for more established sports organizations to implement similar FAN Hall of Fame initiatives in the years to come!

The Colts and United Way Help Dreams Come True

Are you looking to implement new philanthropic efforts? Are you looking for ways to help fans make a difference?

The Indianapolis Colts have teamed up with the United Way to create a tremendous Horseshoe Dreams initiative to provide memorable experiences for underprivileged persons in the local marketplace. The program was designed to allow Colts season ticket holders to donate their game tickets to Colts fans who may not don't have the financial resources to attend a game.

The initiative serves as a great way for Colts fans, who may not be able to attend a home game for various reasons, to donate their tickets to persons of need, that could really enjoy the experience. All too often, fans realize in the hours leading up to the game that they cannot attend and feel like they have to put the tickets to waste. This initiative can help them feel like they are instead making a difference in the local community (and also benefit from their donation being tax deductible).

Fans can submit ticket donations up until three (3) hours prior to kickoff (although it is preferred that they send them in 72 hours before the game). To donate tickets, fans just have to follow a few easy steps:

• Log into their My Colts Ticket Account
• Click "Forward your tickets to charity"
• Check the boxes next to the seats they would like to donate, then click "Forward"
• Select "Donate tickets to charity" and click "Continue" to complete their donation

This initiative serves as a benchmark for other organizations looking to align with philanthropic properties to make a difference in the community. Think of the little things your organization can do to provide memorable experiences for others!