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:

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

Red Bull Takes Soccer Freestyling Worldwide...

Are you looking for ways to revolutionize a sport? Is your brand looking to create an ownable sports platform?

Red Bull is changing the game when it comes to building customized, ownable sports platforms. The brand's success is highlighted by its ownership of Red Bull Street Style, the world's ultimate soccer freestyle battle.

In just two years, Red Bull has built a globally recognized soccer platform that is driving a significant amount of buzz among soccer enthusiasts everywhere. The Red Bull Street Style enables competitors in 45 markets worldwide to compete in a three (3) minute head-to-head battle against one another.

The best performers from each round will advance to the regional stage and then on to the finals to represent their country. The performers are judged based on their technical skill, ball control, and creativity. The 2010 Street Style finals competition will serve as a precedent to the World Cup - taking place in Cape Town, South Africa in April.

Here is a quick look at the 2009 Amsterdam Red Bull Street Style finals:

Here is a quick look at the inaugural Red Bull Street Style world finals, which took place in Sao Paulo, Brazil in 2008:

Nike Raises Money for Schools with Kids 5K...

Are you looking for new ways to engage kids? Are you looking for unique ways to raise money for schools?

Nike holds a "Nike 5K for Kids" event annually in Waikiki, Hawaii to benefit local residents and schools in O'ahu. The 5K for Kids event has grown tremendously - 10,000 children (and their families) were expected to participate in the 2009 September affair.

For the past ten years, Nike has hosted the event as a way to demonstrate goodwill in the community and get kids active. Nike donates 100% of all entry fees to O'ahu schools for athletic programs and playground equipment. The event raises $150,000 on an annual basis, generating over $850,000 for participating schools in just the last nine years. 

Event registration is open to all persons in the community (a $20 fee to participate) but families are encouraged to participate with their children. The event registration for the 2009 event, held on September 20th, was capped at 10,000 participants.

Here is a quick look at last year's Nike 5K for Kids event:

 

Trader Joe's Leverages Sports... Without Paying for It

Are you looking for new ways to leverage sports at retail without having to incur high sponsorship fees? Are you looking for creative ways to enhance the consumer's shopping experience?

Trader Joe's, a privately held chain of grocery stores located nationwide, does a tremendous job leveraging sports to enhance the consumer's shopping experience... without having to pay steep sponsorship fees.

Their strategy? Independent store locations use a hometown sports thematic to welcome consumers (fans) as they enter the store. Select Trader Joe's locations tap into the passions of sports fans by featuring a simple "Kick off the season with Trader Joe's" welcome message that resonates with fans. Inside, store shelves and walls are decorated with murals and stuffed animals of local team mascots (who female shoppers normally gravitate to).

The hometown sports strategy is so simple, yet (cost) effective. Consider new ways that your brand can leverage sports without paying for it!  

The Top 5 Activation Ideas From the U.S. Open...

Are you looking for some best-in-class activation examples? Are you looking for new ways to leverage brands in the tennis space?

I. CONTINENTAL AIRLINES

II. HEINEKEN

III. WILSON

IV. LEXUS

V. NIKE

U.S. Open Fans Caption The Action...

Are you looking for new ways to leverage a corporate partner specializing in film and photography? Are you looking to add new interactive features on your team home page?

The U.S. Open has teamed up with Wilson to create a tremendous interactive "Caption It" feature that fans can enjoy on the tournament's official website. Each day during the tournament, U.S. Open officials post a unique image depicting the action and personalities off the court. The "Caption It" feature allows fans to go on to the tournament website and post their favorite creative captions and also see what other fans have to say.

The "Caption It" feature is tremendous because it:

• Drives repeat web traffic (fans will log on to the tournament website each day to see what new picture is posted)
• Offers a simple, yet engaging new inventory piece that properties can sell to interested corporate partners
• Encourages fans to express creativity and individuality (and hopefully share with their counterparts)

The Football League Gives Fans a Charitable Voice...

Are you looking for new ways to drive awareness for charitable relationships? Are you looking for new ways to partner with charitable organizations?

In an effort to promote charitable causes, The Football League is currently offering fans the chance to vote for which charity the league should select to be its Official Charity Partner for the 2009-10 season.

The Football League is featuring an eye-popping button on its league homepage that directs fans to a website where they can learn more about the five (5) charitable options and vote for who they think is the most appropriate. The Football League is hosting the Official Charity Vote through Wednesday, September 9th and will announce the winner on Friday, September 11th.

The Football League's online charitable voting scheme serves as a terrific way for the league to drive awareness for its charitable efforts, educate fans about different initiatives, and engage/empower fans through an interactive voting medium.

The five (5) charities include:

• Care of Police Survivors - http://www.ukcops.org
• Everyman - http://www.everyman-campaign.org
• Help for Heroes - http://www.helpforheroes.org.uk
• Marie Curie Cancer Cure - http://www.mariecurie.org.uk
• The Bobby Moore Fund - http://www.cancerresearchuk.org/bobbymoorefund

Arsenal Fans Love the EBEL Fastest Goal Contest...

Are you looking for new ways to leverage an official watch/timing partner? Are you looking for new ways to reward fans based on team milestones?

During the 2008-09 season, Arsenal FC teamed up with its Official Timing Partner, Ebel, to create the Ebel Fastest Goal Competition. The team ran a monthly contest from August until April that tasked Arsenal fans with guessing when the team's fastest goal would take place each month.

The entrant with the closest prediction each month received a free Ebel prize and a one (1) year subscription to Arsenal TV Online. At the close of the promotion, the person with the most accurate guess also received a personalized Ebel watch (valued at $4,150 euros) alongside the Arsenal player that scored the fastest goal at a home match.

Some of the promotion's stipulations include:

• Only residents of the United Kingdom could apply to win (and must be 18+ years of age)
• Consumers may only enter to win once per month
• The registered timing of the Arsenal goals would be based on the official Premier League statistics
• If more than one correct entry is received, the winner will be chosen by a random drawing 

Ebel signed a five (5) year partnership agreement with Arsenal FC in 2007 that included the following elements:

• Two (2) giant clocks on both sides of the stadium's first tier that reference the precise time substitutions occur, how much extra time there is in the match, and other notable moments
• High-tech field boards that feature their name at strategic moments of the game (that will be visible on television)
• The development of a mechanical watch designed specifically for football and inspired by the world of Arsenal
• A press conference to announce the partnership featuring Thierry Henry and Gisele Bundchen 

In 2009, Ebel is running a similar "Fastest Goal Competition" with the FC Bayern Munich and AJAX soccer clubs (see the official website HERE).

Other sports properties should consider leveraging their official watch/timing partners to create similar promotions:

• Hockey - Fastest Goal, Save, Check, etc.
• Baseball - Fastest Home Run, Strike, Strikeout
• Football - Fastest Sack, Touchdown, Reception
• Basketball - Fastest Field Goal, Three-Point Field Goal, Block, Steal
• Tennis - Fastest Ace

Falcons Fans Enjoy Benefits with State Farm...

Are you looking for new ways to leverage insurance providers? Are you looking for new ways to provide fans direct benefits prior to the game?

The Atlanta Falcons are teaming up with State Farm Insurance in 2009 to provide the team's fanbase some exclusive privileges. During the upcoming season, Falcons fans that are also State Farm customers can show their State Farm policy card on-site for the opportunity to only have to pay $10 to park in the State Farm Lot prior to games (normally, pricing for parking is $20+).

The Lot, located directly across from Gate B of the Georgia Dome, is available to fans on a first-come, first-serve basis, with parking not available for sale in the days/weeks leading up to the game. The concept of the State Farm Lot is tremendous because it is just another example of how teams and corporate partners are working harder than ever to provide new, exclusive benefits for fans.

Burger King Turns its Jersey Deal Inside Out...

Are you looking for new ways to maximize a jersey sponsorship? Are you looking for creative ways to leverage partnerships in the game of soccer?

Brands looking to derive incremental value out of their jersey sponsorship deals should consider benchmarking a tactic recently implemented by Burger King overseas.

After signing on as an official sponsor of the Spanish soccer club Getafe (a 1-year, $1.8MM agreement), Burger King made a splash in the sports marketplace when it revealed the team's new branded soccer kit.

While soccer clubs traditionally sell the front section of their home/away jerseys to signature jersey sponsors, Burger King took their team apparel branding to the next level. The QSR chain decided to feature an upside down picture of the King on the inside of the jersey so when the team's players pull their shirt over their heads after scoring a goal, it will appear as if The King (e.g. Burger King) is taking part in the celebration... an extremely clever idea!

Take a minute to check out some pictures of Getafe's new soccer kit below:   

 

Burger King's jersey sponsorship wouldn't have been complete without clear instructions for Getafe players on how to execute the preferred goal celebration:

Bring Signage to Life with an Element of Engagement...

Are you looking for new ways to engage consumers on-site, despite having limited resources? Are you looking for new ways to leverage in-venue signage?

As stadium clutter remains a point of concern for corporate partners, sports marketers should consider new ways to engage fans using static stadium signage. The enclosed adidas ad (as featured in Japan) serves as an excellent benchmark for corporate partners looking to bring their static signage to life on game day.

By simply clipping/attaching a select number of VIP badges (5/50/100/1,000) to a static piece of signage located in the stadium concourse level, corporate partners can electrify excitement among fans. With a simple call to action (video board/LED messaging, PA, ticket stub, online mention prior to the game), sponsors can leverage their stadium signage to serve as a "stadium destination" where fans can hurry to win badges redeemable VIP experiences, exclusive merchandise and a variety of other prizes.

As an example, Coca-Cola could feature an announcement on the video board during halftime that directs fans to head to a select Coke-branded pillar for the chance to win 1 of 100 VIP badges (that can be redeemed for: limited edition online music downloads, exclusive gameday experiences (e.g. ballboy, post-game party, floor seats), co-branded team gear, free Coca-Cola at games for the rest of the season, etc.).

Sponsors can build excitement throughout the season by rotating the location of their signage inventory in-venue (causing fans to go look for it prior to the game) and offering new prizes. With the advent of QR codes and RFID technology, corporate partners will soon be able to replace VIP badges with select barcodes that scan to win prizes.  These efforts will help corporate partners:

• Drive incremental value out of their existing inventory (turning bland stadium signage into venue destinations for fans - almost like a scavenger hunt)
• Reward fans (driving demand/interest through scarcity)
• Tie signage inventory to additional assets (hospitality, drive traffic to online destinations, etc.)

UPS Uses Airport Activation to Greet Beijing Olympics Travelers...

Are you looking for new ways to leverage partnerships off-site? Are you looking for new ways to resonate with consumers?

The United Parcel Service (UPS) created a tremendous airport advertising campaign in airports across China in support of its status as the Official Logistics and Express Delivery Sponsor of the 2008 Beijing Olympics. Travelers picking up their belongings at baggage claim were met with an array of creative advertisements featuring UPS employees working in the heat of the moment at the Olympic games.

The campaign was designed to demonstrate the company's commitment to doing business in China, where it employees 4,500 persons in Shanghai, Beijing, and Guangzhou alone. The company devoted the majority of its Beijing Olympics assets and resources to penetrate the China marketplace.

Check out some of the creative ways UPS demonstrated its behind-the-scenes Olympics contributions and commitment to the citizens of China at airports across the country:

 

 

Partnership Activation 2.0 Newsletter - June Issue

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 June 2009 Partnership Activation 2.0 monthly newsletter. If you like what you see, please pass it along to two (2) co-workers who also may enjoy some of the insights shared in the newsletter.

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

• Life-Sized Displays 
• Leveraging Partnerships to Promote Multiple Brands 
• Challenging Consumers 
• Airport Partnership Activation (Property Consulting Group / AMI)
• Athletics Development Frontier
• Activation Tactics to Include When Pitching Automobile Partners 
• The Montreal Canadiens Feature the Molson Ex Zone

Check out the June 2009 Issue now... and don't forget to pass it along to a friend!

Kalahari Resorts Makes a Splash at Miller Park...

Are you looking for ways to leverage corporate partnerships as a way to enhance the fan experience at your ballpark? Are you looking for ways to tie in corporate partners to team mascot initiatives?

Kalahari Resorts, recently teamed up with the Milwaukee Brewers to enhance a gameday attraction at Miller Park. Kalahari unveiled the "Kalahari Splash Zone", a new landing area at the bottom of the team mascot's (Bernie Brewer) slide. The in-venue element, which is viewable to all fans in attendance, serves as a tremendous branding play that captures the attention of Brewers fans both in attendance and those watching on television.

Each time the Brewers hit a home run, Bernie Brewer travels down the slide into the Kalahari Splash Zone, where he is met with an explosion of water shot into the air. The slide experience reflects the type of attractions offered at Kalahari Resorts, the Official Water Park of the Milwaukee Brewers.

Kalahari's Splash Zone integration is unique in that a number of organizations have aligned with theme park destinations to offer ticket discounts and Kids Get in Free passes for kids, but few have yet to feature interactive in-venue elements. It would not be surprising to see other organization's model this concept.  

Check out the attraction below:

Right Guard Leverages Chris Paul to the Max...

Are you looking to benchmark ways to leverage an athlete endorser? Are you looking to create a new, captivating viral campaign?

Brands searching for ways to leverage athlete endorsers should look no further than Dial's Right Guard brand and its relationship with Hornets G Chris Paul. As the Official Deodorant of the NBA, Right Guard has done a tremendous job leveraging Paul as an athlete endorser to promote the company's association with the NBA.

Dial prominently features Chris Paul on Right Guard's product homepage among a variety of basketball-specific landing pages, including:

• Chris Paul Page - Features video profiles of Paul's activities off the court as well as factoids of his performance on the court
• NBA All-Star Game Promotions - Offers fans the chance to win a chance to play ball with Chris Paul and two of their friends (not to mention, win a trip to the NBA Finals) through the CP+3 Sweepstakes
• Video Vault - Features an assortment of viral features
• NBA Playground Page - Features interactive games soon to be unveiled

Right Guard recently launched a humorous, cost-effective viral campaign that should soon drive some buzz in the basketball world. The campaign, entitled "A Message from a Picture of Chris Paul", mirrors a popular skit once featured on the Conan O'Brien show. Check out some of the viral features below:

The United Scout Seats Experience at U.S. Cellular...

Are you looking to provide fans with an ultimate ballpark experience? Are you searching for ways to add detail to a sponsor's branded section at the ballpark?

Over the past few years, the Chicago White Sox and United Airlines have teamed up to offer fans the chance to sit in the best seats in the house, the United Scout Seats. For the right price, White Sox fans can enjoy a memorable day at the ballpark, with a front row experience directly behind home plate at U.S. Cellular Field and a variety of first-class amenities, including: 

• A private lounge for entertaining clients and guests
• Premium reserved parking outside of Gate 3
• A premium buffet in a private lounge with all beverages included
• Private access to the best seat locations in the park
• A full-service wait staff for food and beverages
• Comfortable, wide seats
• Invitations to exclusive White Sox events

Here is a quick, visual tour of the United Scout Seats experience:

Source: Berklieblog on Flickr.com

The Blue Jackets Kick Off Summer with OhioHealth...

Are you looking for ways to leverage corporate partners during the offseason? Are you looking for ways to incorporate the team mascot in sponsorship driven initiatives?

The Columbus Blue Jackets and OhioHealth Sports Medicine are teaming up this summer to create "Summer with Stinger", a series of vignettes that profile the team mascot's offseason activities. The video series demonstrates how sports organziations can offer new, valuable inventory for their corporate partners to capitalize on during the offseason.

The first video of the series, Stinger's Summer Workout, profiles the team's mascot in the weight room taking on a grueling workout. The piece subtly incorporates a few of the team's other partners (FSN Ohio, Gatorade), demonstrating how teams can use vignettes to provide added value for a multitude of partners. Check out Stinger's Summer Workout below:

A special thanks to Josh Hafer of the Columbus Blue Jackets for his insights and contributions to this column.

Twins Fans Can Win Free Ice Cream for a Year...

Are you looking for ways to engage fans seated in the upper deck? Are you looking for creative ways to leverage a partner who sells ice cream products?

The Minnesota Twins have teamed up with Blue Bunny ice cream and novelties to create The Blue Bunny Challenge, an in-game promotion offering Twins fans the chance to win a  one year supply of ice cream. 

At each Twins home game during the 2009 season, three (3) fans are given an attempt to throw a baseball from the upper deck into a giant inflatable Blue Bunny ice cream container blown up in deep right field. If their throw goes in, they win a years supply (12 coupons) of Blue Bunny ice cream! Check out the promotion in action:

In April of 2009, Blue Bunny signed a three-year agreement to become the Official Ice Cream of the Minnesota Twins organization. The company is supporting their partnership with in-venue signage, promotional opportunities, and the rights to create custom retail programs designed to stimulate sales.

In 2009, Blue Bunny teamed up with the Twins to offer "The Coolest Twins Fan Contest", where fans can submit photos that capture their passion for the Twins and Blue Bunny ice cream for the chance to win a custom designed freezer.

Blue Bunny is also the presenting sponsor of Sunday's Kids Day, where up to two (2) kids ages 14 and younger receive free Home Run Porch or Cheap Seats admission with the purchase of an adult ticket in the same section (Blue Bunny samples are distributed on-site for these games).

Charles Schwab Lets SF Giants Fans Talk... to a Giant

Are you looking to create an interactive scoreboard feature? Are you looking to leverage a partnership with Charles Schwab?

Over the years, the folks at Charles Schwab, a San Francisco based company and longtime sponsor of the SF Giants, have come up with some creative ways to leverage their partnership.

When Barry Bonds arrived to San Francisco in 1993, the investment company featured a creative outfield signage piece that read, "stocks, mutual funds, bonds" with the word "bonds" in a bulls-eye. The signage piece resonated with fans and effectively drove home the fact that Charles Schwab was a major supporter of the club.

This year, Charles Schwab has been running an entertaining "Talk to a Giant" video board feature that runs during every home game. The interactive scoreboard feature incorporates the company's current messaging campaign (Talk to Chuck) and does a great job featuring the company's logo and imagery in the background. Check out the feature below:

Charles Schwab complements the video board promotion with static outfield signage, advertisements in the Giants gameday magazine, and a presenting sponsorship of the "Game Notes" placed in each of the luxury suites at AT&T Park. Check back for more promotional concepts by the San Francisco Giants and Charles Schwab!