Partnership Activation has compiled a top 10 list of the best sports billboard themes of 2009. The deck is filled with a collection of tremendous out-of-home marketing ideas that will help you grow your brand. With billboards becoming an integral part of the marketing mix, this is a must-see!
Hint: to be able to see the deck clearly, click "Full" in the menu bar below the powerpoint below - If you would like to download a copy of the presentation, please click HERE.
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!
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!
Are you looking for new ways to leverage athlete endorsers? Are you looking to create a humorous viral campaign that leverages both music and sports celebrities?
Vitaminwater continues to find creative ways to leverage its celebrity endorsers. This time, the nutrient enhanced beverage company released a humorous informercial parody starring the likes of Steve Nash and 50 Cent. In the piece, Nash directs viewers to log on to Facebook.com/vitaminwater, where they can create their own flavors.
The piece serves as a great way to connect and provide young adults (who would find the piece humorous) with a desirable call-to-action. It also serves as a perfect example of how brands are using their athlete endorsers through a multitude of out-of-the-box channels. The video shows a personal side of Nash that evokes why he is a perfect spokesman for the brand.
Are you looking to create a messaging campaign that speaks to winter sports enthusiasts? Are you looking for new ways to drive home messaging?
MillerCoors recently unveiled a very creative billboard messaging campaign outside of the Banff National Park in Alberta that should capture the minds and attention of passerby consumers. The Coors Light billboard speaks directly to skiers and outdoor enthusiasts by incorporating safety warning signs that consumers are used to seeing on hiking trails and the slopes.
Consider new ways that your organization can create effective messaging campaigns using traditional lingo!
Are you looking to create a new, creative baseball billboard campaign? Are you looking for new ways to resonate with fans on game day outside of the stadium setting?
Anheuser-Busch recently unveiled a new creative billboard campaign atop of the Cask 'N Flagon, situated across from Fenway Park. The billboard features a nice play on baseball terminology with the claim that Bud Light is "Your Starter and YOUR CLOSER".
In 2004, Anheuser-Busch signed a seven (7) year deal with the Red Sox to feature a prominent Budweiser sign over the right field roof seats at Fenway.
Are you looking to connect with consumers by focusing on the passion that fans and athletes have for the game? Are you looking for new viral ideas?
Over the past week, Nike has released two (2) tremendous ad campaigns that do a tremendous job promoting the passion that both fans and athletes share for their favorite sports. It is amazing to see Nike continuously create ads that blow consumers away (and subtly ingrain their brand along the way).
Nike - "Force Fate"
In support of its Nike training hockey apparel (particularly Team Canada hockey apparel), Nike created a captivating piece that features Canadien hockey players and supporters making their claim that their success is earned, not bred. The piece has the feel of Gatorade's recent "G" campaign and does an excellent job playing off the passion Canadiens have for the game of hockey. Not to mention, plenty of terrific subtle branding plays... Check it out below:
Nike - "Fast is Never Enough"
Nike recently released "Fast is Never Enough" a captivating soccer piece that profiles the 20-year old English sensation Theo Walcott. The viral, in support of Nike's football partnership with Arsenal FC and its global football apparel, is a heart-thumping advert designed to get soccer fans around the globe excited for another year of the English Premier League. The piece does an excellent job mixing game highlights and slow motion tricks with the sound of an adrenaline-filled pep talk. Check it out below:
Are you looking for new ideas to create a captivating viral piece? Are you looking for ways to integrate sports to speak to a general audience?
Kit Kat recently released an unbelievable viral piece in the United Arab Emirates that demonstrates kids on the playground practicing some amazing soccer tricks with basketballs. The clip leaves the viewer trying to depict which playground skills are real and which ones are fake. The Kit Kat viral is a "must-see" piece for those looking for unique content in the soccer and basketball space. Check it out below:
After watching the clip, did you find yourself amazed by some of the tricks featured in the piece? Yet, did you also find yourself scratching your head about how the clip ties back to the Kit Kat brand?
Unless the goal of the viral campaign is to drive awareness and traffic back to the official Kit Kat Chunky Boys website, it is difficult to see a direct correlation with the Kit Kat brand (or Nestle for that matter). Hopefully Nestle's brand representatives will make a tie-back more clear in their future viral campaigns!
Are you looking for ways to promote significant sporting events in international markets? Are you looking for ways to incorporate products into outdoor messaging campaigns?
As the world gears up for the 2010 South Africa World Cup, Anheuser-Busch is driving some buzz in the Far East with a captivating billboard campaign. The global brewing company recently unveiled a captivating outdoor messaging campaign in Japan that portrays what the World Cup would look like from the inside of a Budweiser can.
The billboard does an effective job incorporating the passion, emotion, and athletes competing in the World Cup but more importantly it uses a blend of side imagery to turn the Budweiser can into the focal point of the campaign. One cannot help but direct his/her attention to the middle of the billboard... the Budweiser can.
Are you looking for new ways to generate interest in your sports organization or brand? Are you looking to create a captivating viral campaign?
Over the past few months, adidas has unveiled some amazing soccer viral pieces designed to generate interest amongst consumers across the globe (specifically targeted at Japanese and Western European consumers). The company currently features the videos on their adidas.tv platform, a site that serves as a one-stop destination for unique adidas content.
Check out all of the inspiring viral pieces below - a very captivating campaign!
Are you looking for ways to drive awareness for discounted ticket sales? Are you marketing a new, low-cost ticket price?
There is no question that Ikea is one of the best in the biz when it comes to creating compelling messaging campaigns that peak consumer interest. The company recently unveiled a creative billboard that SCREAMS low prices.
How did Ikea do it? They turned a full-size billboard into a giant price tag attraction (with a small chair attached). Using a little billboard creativity pushing price (over product), Ikea was able to effectively capture the attention of consumers passing by.
Which presents the following questions for sports marketers:
With the economy forcing organizations to lower ticket prices, why not take a gamble and create a billboard campaign that completely sells fans on the low price point/value of ticket prices (versus selling the brand, the product on the playing field, or incoming opponents)?
Why not turn a billboard into a giant ticket stub that displays an affordable price in a big, bold font with a small visual (i.e. basketball) attached?
Teams can also consider modeling Ikea's billboard practice to drive sales for select merchandise or awareness for exclusive in-venue destinations. Corporate partners can model the idea to push price-points using in-venue signage.
Are you looking to create a unique billboard campaign that engages consumers? Are you looking to take your out-of-home messaging campaigns to the next level?
In 2009, the Canadian-based James Ready Beer Company, created a captivating billboard campaign that rewarded consumers for their participation. Priding itself on being a discount lager, the company created a billboard campaign that asked consumers to it save a buck by submitting pictures of what James Ready beer means to them. Here is a quick video that profiles the award-winning campaign:
Universities looking to build their brand in the local marketplace (and engage with their avid fanbase) should consider creating similar campaigns that enable fans to share their passion!
Are you looking to create motivating promotional campaign that inspires consumers across the globe? Are you looking for a unique way to capitalize on professional sports in a unique way?
Nike hasdone it again. Each year, the sports marketing masterminds at Nike create an inspiring campaign that turns the heads of sports fans across the globe. This year's viral marketing campaign - Get Your Basketball On - centers around LeRoy Smith, a figurehead who is said to be the man behind Michael Jordan's motivation to become the greatest of all time. While in the 10th grade, Smith beat out MJ for the last spot on the Varsity basketball team- amoment that Jordan will never forget.
Nike called in Charlie Murphy (an actor who gained noteriety from his role on The Chappelle Show) to play the part of LeRoy Smith in a series of mock videos and skits, which include training videos, news segments, and video game previews.
Nike features a collection of interactive features on the promotional site, including a petition for fans to vote Smith into the Hall of Fame, desktop accessories, iPhone applications (and other fake LeRoy Smith gear), and a DVD series (a collection of YouTube segments). In essence, the LeRoy Smith platform serves as a natural fake brand extension for Nike to promote and capitalize on.
While the campaign doesn't scream Nike by any means, it will definitely spark plenty of discussion within the basketball community. A strong sports viral marketing platform with substance and legs, it will be interesting to see how far the LeRoy Smith story takes off.
Check out some of the clips below (and click through to view some of the other segments on YouTube)... It's a classic "do it yourself" platform and a job well done by Nike!
Are you looking for ways to leverage B2B partnerships? Are you looking for new ways to promote your product in a unique way?
Over the past few months, Chick-Fil-A has featured a very creative billboard along I-85 when passing through Atlanta, Georgia. The billboard features two (2) of the company's signature cows finishing a project on an Etch-a-Sketch board that spells out "Beef Iz Sketchy". While Chick-Fil-A likely does not have a partnership with Etch-A-Sketch (it would be interesting to see if they had to acquire rights to marks, etc. for this ad) it does raise the questions:
Have you ever considered aligning with a B2B partner to devise a creative billboard campaign?
With signage and billboard inventory space often rare (and valuable) outside stadium venues, have you ever thought to team up with one of the organization's other partners on a campaign that would resonate with fans and would benefit both brands?
For example, if both an airline partner and rental car provider were targeting fans traveling in for a game, aren't there synergies that exist where the partners could align to create an interesting (and entertaining) billboard campaign? Or multiple brands that are focused on targeting the same demographics of consumers (e.g. Gillette/National Guard targeting young adults, etc.).
Have we begun to see partners interested in sharing signage inventory (either buying half the season and selling the other half to another partner if interested or leveraging an actual piece of static signage to push multiple brands?). These tactics are currently taking place in NASCAR today but it is yet to be seen in the traditional sports signage space. Are properties even willing to entertain this?
Consider new ways to collaborate on B2B messaging campaigns that can provide better results for your brand!
Are you looking to create a billboard campaign that centers around talking trash? Are you looking to leverage a sports rivalry to drive product sales?
Murphy's created a great billboard campaign in Ireland that centers around a famous sports rivalry. While the campaign could have been better if it included a call to action for consumers, it does a great job fixating an affiliation with University College Cork without leveraging rights to marks. It would be interesting to see if the brand posted a similar billboard at the University of Limerick (UCC's rival school).
Check it out below... as rivalry billboards become more prevalent in the spirits category!
Are you looking to create an inspirational piece that highlights your organization's performance during the season? Are you looking to create a video board vignette that captivates fans?
Throughout the 2009 NHL Playoffs, Versus has been featuring snippets of its 2009 Sports Anthem, an incredible piece that features inspiring commentary along with music from the Texas instrumental group Explosions in the Sky. The video enhances the credibility of Versus' television programming and serves as a benchmark example for organizations and media outlets looking to create energizing highlight reels.
Check out the inspirational clip below - it will blow you away:
Are you looking to create a store billboard that captures consumer awareness in the local marketplace? Are you looking for new ways to showcase the world's greatest athletes?
Buzz is circulating around Nike's retail location in Fort Bonaficio after the company erected a giant billboard featuring Lebron James and Kobe Bryant above the store's entrance. The billboard shows the two (2) NBA stars appearing to back one another down (a great visual).
The popularity of Nike's "large" billboard investment reflects the support and excitement surrounding the NBA in the Philippines and other regions in the Far East.
Are you looking for new ways to drive traffic to your brand/organization's website? Are you looking for new ways to leverage media to drive online results?
Brands and organizations looking to leverage broadcasts and viral pieces to drive online traffic should consider softly embedding URL's into these media productions. Too often, brands fail with incorporating their messaging into viral efforts due to:
Delaying the viewer experience (some brands make consumers watch a :15-:30 ad prior to the video (causing negative emotions before the viral piece even begins)
Interrupting the viewer experience (brands often times display intrusive logos, slogans scrolling across the bottom of the screen, etc.
Taking away from the validity of viral pieces by forcing product placement/messaging into the feature
Brands looking for a way to softly embed their URL in broadcasts/viral pieces should consider benchmarking the enclosed Yomiuri Giants Japanese baseball clip, which effectively demonstrates how teams can leverage viral clips to drive URL awareness (and online traffic as a result). As you will see, the piece features a URL (of Lee seung yeup Love's website - leelove.co.kr) faded into the upper part of the screen.
Softly embedding a URL into a viral piece may actually peak the interest of consumers as they try to figure out whether it is a resource for additional information/videos and/or how it is aligned with the clip. The more unique (yet relevant) the URL, the more opportunity to capture additional viewer interest. Check out the clip below:
Are you looking to create a campaign to promote an athlete endorser's accomplishments? Are you looking to create a captivating billboard campaign?
Nike recently revealed a tremendous billboard outside the Quicken Loans Arena that commemorates LeBron James' first MVP award. Over the years, Nike has generated a significant amount of buzz with its LeBron James billboard campaigns in the city of Cleveland. He is truly the King of the NBA.
Are you looking to create captivating viral campaigns to promote an upcoming match? Are you looking to offer original, entertaining content to fans?
Over the past few months, the Football Federation Australia (FFA) has generated a tremendous amount of online buzz with the creation of some fictional soccer viral pieces that tout their upcoming opponents. The FFA's first viral feature profiled what-appeared-to-be the Uzbekistan soccer club being subject to extreme training methods to get consumers across Australia interested in the match.
The FFA recently released a second soccer viral piece - this time showcasing what-appears-to-be the amazing skills of a Bahrainian goalkeeper. The piece does a tremendous job showcasing how product placement can be woven into viral marketing (it is with hope that the FFA had worked out an agreement with Land Rover to prominently feature one of its vehicles in the ad). Check out the clip below:
Ticketek, Australia and New Zealand's largest sports and entertainment ticketing company, recently capitalized on the soccer viral craze in Australia by creating a viral feature of their own. Ticketek created a piece that showcases the Japan soccer team displaying heroic skills in Japanese television show format. The piece was created by Ticketek in an effort to drive ticket sales for the upcoming June 17th World Cup Qualifier match between Japan and Australia. The feature is another great example of a soccer viral piece - check it out below:
A special thanks to Alex Vitanye of the Ohio Center for Sports Administration for his contributions and insights to this column.
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Sunday, November 22, 2009 at 09:36PM 
