McDonald's Drives Business in Ohio with Sports...

Are you looking for new ways to advertise on team websites? Are you looking fpr new ways to leverage QSR partners?

McDonald's of Northeast Ohio is currently doing a tremendous job leveraging partnerships with the Cleveland Indians and the Cleveland Cavaliers to drive business at retail. The leading QSR chain is offering a collection of promotions designed to reward sports fans in the local marketplace and drive traffic to retail.

• Cleveland Indians
  • McDonald's is featuring a Big Mac Mondays promotion where fans can redeem their Big Mac top for a free Upper Deck ticket when they purchase a regularly priced one for eight (8) Monday Night Cleveland Indians home games. Fans can redeem their Big Mac top at the Progressive Field box office to capitalize on the offer  
  • McDonald's is also distributing coupons at Gates A&C to stimulate post-game traffic
• Cleveland Cavaliers
  • McDonald's featured a Cavs McFamily Night during the 2008-09 season that offered Cavs fans the chance to purchase four (4) tickets and four (4) McDonald's meals for just $72. The tickets, located in the Loudville section at Quicken Loans Arena, are valued at $116 ($29 apiece). The offer was made available to fans for 15 games during the season.

McDonald's is currently featuring an eye-popping advertising campaign on the Cleveland Cavaliers team website. McDonald's created a "Go for 3" tab in the upper right hand corner of the site that folds down to reveal an offer that enables Cavs fans to purchase three (3) quarter pounder with cheese sandwiches for $5. The tab clicks through to the promotional site for the McDonald's of Northeast Ohio. Check out the advertising feature below:

SportClips Capitalizes on the Popularity of Von Hawks...

Are you looking for ways to leverage new corporate partners? Have you considered ways to capitalize on the styles of the athletes playing for your organization?

During the 2009 NBA playoffs, SportClips has found a unique way to capitalize on their partnership with the Houston Rockets. During the team's first round series against the Portland Trailblazers, SportsClips featured a 10x20 booth in the concourse giving free "Von Hawks", a hairstyle that Rockets G Von Wafer has made instantly popular in the Houston marketplace.

The 10x20 SportClips haircut booth drew plenty of interest among Rockets fans at the Toyota Center. As Wafer's popularity has blossomed as the Rockets' sixth man, so too has the popularity of the Von Hawk look.

Check out some pictures of the activation below:

Celtics Fans Flock to the Ford Pick-Up Window...

Are you looking for new ways to integrate corporate partners? Are you looking to leverage an automobile partner?

The Boston Celtics teamed up with a participating Ford retailer to create the Ford Pick-Up Window at the TD Banknorth Garden. The select window, featuring the front of a Ford F-150 jetting out of the wall, provides fans with an unforgettable ticketing experience. The window serves as a memorable in-venue destination for fans and team personnel to to pick up/drop off Ticketmaster, team, and internal ticket reservations.

The concept of the Celtics' "Ford Pick-Up Window" is similar in fashion to the Toyota Pickup Center created by the Memphis Grizzlies organization in 2008. Congrats to both organizations for devising new, creative ways to tie corporate partners into the gameday experience in a way that benefits fans!

Source: Flickr photo courtesy of Aviad T

The 100 Hottest Promotional Items in Sports...

Are you looking for new ideas for promotional giveaways? Are you looking to track the hottest promotional items in the sports marketplace?

Partnership Activation recently compiled a list of the 100 Hottest Promotional Items in Sports. The list captures a variety of items utilized by sports organizations across the world to drive attendance and incremental fan interest.

Check out Partnership Activation's "100 Hottest Promotional Items in Sports".

Sony Branding Makes Soccer Field Look Like a TV...

Are you looking for new ways to leverage electronics providers? Are you looking for new guerrilla branding strategies?

Sony recently unveiled one of the industry's most unique branding strategies to date. The electronics provider is leveraging a partnership with the Estadio Monumental Banco Pichincha Stadium in Ecuador to make the venue's soccer pitch look like a television. The stadium, home to the Barcelona Sporting Club, features a black wrap around the sidelines with Sony branding.

The photo below captures Sony's branding tactic below at the second largest stadium in South America (with a seating capacity of 89,930):

McDonald's Knocks it Out of the Park with Big Mac Land...

Are you looking to create new venue destinations? Are you looking for unique ways to leverage QSR partners?

In 1998, The St. Louis Cardinals and McDonald's teamed up to create Big Mac Land, a special outfield section at Busch Stadium designed to help McDonald's capitalize on the frenzy surrounding Mark McGwire's chase for the home run record. The special in-venue destination instantly became (and remains) a hit with the team's fan base.

Why? Because every time a Cardinals player hits a home run into the Big Mac Land section, all fans in attendance can redeem their ticket for a free Big Mac sandwich at particpating McDonald's restaurants up to a full week after the game. McDonald's also features "Big Mac Land Bonus Nights", when ticket holders can receive a free Big Mac when a Cardinals player hits a home run anywhere in the stadium. The initiatives have resulted in millions of Big Mac sandwiches being distributed to Cardinals fans over the past ten (10) years.

The 181 seats available in the Big Mac Land are a hot commodity (an example of how the Cardinals organization has been able to create artificial ticket demand). Each ticket for the section comes with a souvenier, free McDonalds coupons, and a chance to be seen on the video board at the new Busch Stadium.

What's interesting to point out is that when the hamburger chain created the Big Mac Land during McGwire's chase of baseball's home run record, the slugger did not approve of the tactic. When the Cardinals moved into the new Busch Stadium, the section changed from #383 to #272.

Enclosed is a video of fans seated in the Big Mac Land waving giant foam French Fries while making an appearance on the video board:

The Panthers See Value in their Carls Furniture Partnership...

Are you looking to fill the furniture category with a new corporate partner? Are you looking for new on-ice promotional ideas?

The Florida Panthers organization have done a tremendous job leveraging their partnership with Carls Furniture & Design, a South Florida retail chain with nine (9) furniture showrooms and eleven (11) patio showrooms.

The Panthers partnership with Carls Furniture includes a mix of assets, highlighted by some initiatives that directly impact the Panthers fan experience at the Bank Atlantic Center:

• Product Integration and Ownership of Outdoor Areas - The Panthers renamed their two (2) ground level outdoor patio and party areas as the "Carls Patios" and outfitted the areas with Carls patio furniture that can be purchased at retail.
  • Each time the Panthers play a game at home on a Friday night, the team features a "Carls Party-O on the Patio" promotion that features grilled-to-order food, Bud Light Lime specials, and live music
• Featured VignetteDisplays - The Panthers refurnished four (4) vignettes in the Bank Atlantic Center - three (3) in the suite level and one (1) in the club level - with Carls Jr. furniture and designs
• Murals Sponsorship- The Partners enabled Carls Furniture & Design the right to sponsor twelve (12) color glass enclosed murals in the suite and club level of the Bank Atlantic Center
• Captivating On-Ice Promotions - The Panthers and Carls Furniture created an entertaining on-ice promotion that featured select contestants racing across the ice on mobilized patio furniture. The promotion (shown in the clip below) is a must-see!

Are Your Bathrooms Interactive?

Are you looking for new ways to engage consumers in the bathroom? Are you looking for non-traditional ways to leverage partners in the auto category?

In 2008, Mini Cooper devised a unique guerrilla marketing strategy to grab the attention of consumers using the urinals while out on the town. One unlucky person was tasked with gluing mini cones inside the urinals, setting up a "Test Your Handling Skills" competition for all users later that night.

When consumers went to use the bathroom they were met with the "Test Your Handling Skills" messaging and the skill cones competition. The creative campaign served as a great way to grab the attention of consumers in crowded settings, etc.

What are some sports implications here? This concept can easily be applied in many respects to the sports marketplace, especially for brands looking to escape the stadium clutter. Teams can consider tying in corporate partners through:

• NBA/MLS organizatons - "Test Your Dribbling Skills"
• NHL organizations - "Test Your Puck Handling Skills"
• NASCAR - Feature urinals that mirror Mini Cooper's execution (or feature an oval)
• NFL organizations - "Cone Drill'
• MLB organizations - "Round the Bases"

Source: GuerrillaPromos.com

FirstBank Uses Creativity to Escape Clutter...

Are you looking to create an impactful messaging campaign that draws the attention of event attendees? Are you looking for new ways to leverage a financial partner?

With banks and investment companies struggling to bring positive attention to their corporate partnerships amid the economic crisis, FirstBank has taken a humorous, out-of-the-box approach to drive awareness and differentiate itself in the minds of consumers. Over the past few weeks, FirstBank has come out with two (2) very impactful messaging campaigns designed to grab the attention of sports enthusiasts:

Colorado Rockies - Messaging Campaign

With thousands of fans flocking to Coors Field for the Colorado Rockies' home opener against the Philadelphia Phillies, FirstBank flew a plane over the stadium for two (2) hours prior to the game that read, "This is the closest thing we have to a private jet." Using a little humour, the ad served as an effective reminder of the bank's fiscal responsibility during a time of uncertainty.

Breckenridge and Keystone Winter Sports Resorts - Messaging Campaign

FirstBank partnered with the Breckenridge and Keystone winter sports resorts to implement a creative messaging campaign designed to target Denver's mobile using youth market. Firstbank features a "Bank in your ski mask without getting arrested" tagline on signage throughout the resorts (ski racks, snowboard racks, lift lines). The signage is in support of the bank's "Mobile Banking. Bank Anywhere" thematic. 

FirstBank turned to Boulder's TDA Advertising & Design to create the humorous, targeted messaging campaign. Check it out below:

  

Source: Media Post News

AT&T is All About Activation at the Final Four...

Are you looking to ramp up your Final Four activation? Are you looking for new ways to leverage mobile marketing partners?

AT&T did a fantastic job leveraging its status as an Official Partner of the NCAA around the 2009 NCAA Final Four. AT&T featured a variety of interactive mobile exhibits for fans to enjoy. Below is a quick rundown of some of the exhibits AT&T featured on-site as part of its "AT&T Arena" footprint:

Overall AT&T Arena Footprint

More Bars in More Places Shootout - If contestants could make a basket from each bar, he/she would be entered for a chance to win two (2) tickets to the NCAA Championship

AT&T at the Half Video Play-by-Play - The exhibit enabled fans to put their broadcasting skills to the test as they performed play-by-play of the most exciting plays in college basketball history 

Naismith Trophy Trophy and Trivia Exhibits

Autograph Station

Variety of Interactive Games (Pictionary, Family Feud, Guitar Hero etc.)

Product Trial

Source: Flickr Photos - chubbyrwb

Georgia Max Coffee Lets Consumers Feel Like They're Skiing on the Hopper...

Is your brand looking to make a splash with consumers in the restrooms? Are you looking for ways to help your brand escape the advertising clutter at ski tournaments and extreme sports events?

Georgia Max Coffee, a canned coffee product owned and operated by the Coca-Cola Co., recently transformed the restrooms in a number of ski resorts throughout Japan to resemble a ski jumper's experience. The coffee company wrapped the restrooms with a ski jumper's view from the top of a mountain, making consumers feel like they are living in the moment while taking a few minutes to use the bathroom.

The only branding in the restroom stalls was featured on the toilet paper holder. There, consumers were greeted with the promotional campaign's URL (www.maxcoffee.jp) and an attention getting message. Tugboat Tokyo created the ad campaign for Georgia Max Coffee.

Check out some pictures of Georgia Max Coffee's bathroom branding initiative below:

Check out some of Georgia Max Coffee's other branding tactics on the ski slopes below:

Target Students with "Add a Slide, Get Free Tickets" Promotion...

Are you looking for new ways to attract college students and working professionals to your events? Are you looking for ways to make your team more revelant in the local community?

CoffeeCompany, a coffee shopping chain in the Netherlands, recently drew waves of attention by offering students a coupon good for ten (10) small coffees if they agree to add one of its six (6) branded PowerPoint slides into their presentations. The promotion served as an effective way for the company to turn students into brand ambassadors at a very minimal cost (CoffeeCompany is essentially sponsoring the students through the promotion). 

To receive a ten (10) free cups of coffee, students simply had to upload a photo or video of themselves showing the slide in class on the site Free Coffee 4 Students (the site even includes a Wall of Fame). The promotion enabled students to submit a photo/video for a free coffee once per month. Check out a clip below which demonstrates a student's submission for the promotion:

What are the implications here for sports marketers?

Sports organizations can consider mirroring the promotion with a "Add a Slide, Get Free Tickets" initiative. The promotional offer would serve as a great way to tap into local student bases (youth, students attending Universities) and local businesses. At the very least, it might just be a simple way to enhance the perception of your team's brand amongst students in the local community (who may be interested in coming to your games but are turned off due to prices, etc.).

To execute, teams should consider creating a microsite that features a number of fan-friendly elements:

• A collection of team-branded Powerpoint slides for consumers to download and use
• A function that enables consumers to upload photos/videos that they can submit online for free tickets once per month
• A special offer from a corporate partner who is targeting students/young professionals (an additional offer, integration into the promotion, etc.)
• An interactive feature where consumers can see what their presentation would look like on the team videoboard
• A promotional opportunity for one lucky fan who submits photo/video to win the chance to have the team's mascot/players/coaches come to their classroom
• The chance to take part in an exclusive "Back to School" event prior to a game later on during the season
• Discussion Board / Wall Feature (to let consumers share their stories, etc.)

The Whitecaps Create an Interactive Plunger Signage Piece...

Are you looking for a new way to leverage a corporate partner specializing in plumbing services? Are you looking to create interactive signage pieces in-venue?

The Class A West Michigan Whitecaps are driving some industry buzz with their newest signage piece, a 40-foot Penning Plumbing Plunger in center field. The best part about the signage? It's interactive.

Each time the Whitecaps strike out an opponent to end the inning or the team celebrates a key play in the game, an operator in the press box can use a remote control device to move the plunger up and down a pole and shoot water into the air. The Whitecaps are hoping that the interactive signage piece will help their club "flush away the competition".

The team turned to Facility Maintenance Manager John Passerelli to handle the design work and construction of the unique signage piece. Using a post from behind home plate and an aluminum paneling called Alumalite, Passerelli was able to create the 40-foot plunger for the club in just two (2) weeks.

With Penning Plumbing in their first year of a partnership, the Whitecaps are hoping to make a big splash in the industry with the novel idea. The team has even had discussions about distributing mini-sized plungers to fans in attendance coming through the gates.

Check out the Penning Plunger below:

The NY Rangers Use In-Ice Signage to Promote VitaminWater Products...

Has your organization considered using in-ice signage to promote its products?

The New York Rangers teamed up with Glaceau to feature in-ice signage depicting a VitaminWater bottle at Madison Square Garden. With most companies choosing to use in-ice and dasherboard signage to promote their brand logos, Glaceau's product placement is somewhat unusual in the sports marketplace. Check out the branding tactic below:

Have You Considered Post-Game Sponsor Photo Opportunities?

Are you looking for new ways to ingrain sponsors into the action of your events? Are you looking for new ways to provide unique experiences?

Sports organizations in Japan have begun a new practice where they feature the game's star players in post-game photo opportunities for major sponsors. Players are often chosen to take pictures with key representatives and life-sized product billboards. While this is an interesting practice, it would be interesting to see if star athletes in the NBA, NFL, MLB, and NHL would be willing to devote their post-game time to such activities.

Consider post-game photo opportunities as another way to deliver value for your corporate partners!

Drive Eyeballs at Events with a Touch of Creativity...

Are you looking to drive more eyeballs for your auto brand at the X-Games? Are you looking for creative ways to connect with Gen Y consumers?

Consider creating on-site displays that truly resonate with the generation of consumers that you are speaking to. Haven't we all grown accustomed to seeing automakers showcase a display of attractive cars at sporting events? In today's world, when consumers are seeking customization and differentiation, show them what they really want - something unique.

When have you seen a car with a mohawk? This would be a great subtle touch to drive awareness amongst Gen Y consumers visiting action sports events. What other creative touches can your organization come up with?

Looking to Make a Splash at the X-Games?

Is your brand looking for a way to make a BIG impression on consumers? Are you looking for ways to leverage an X-Games corporate partnership?

Rob Dyrdek recently teamed up with California Skateparks to create a giant skateboard that will be used in Dyrdek's new show on MTV (Rob Dyrdek's Fantasy Factory). The skateboard is mobilized and requires just a few people to push it from place to place.

Organizers for the X-Games and other action sports events should consider creating/outfitting similar creative platforms to drive awareness for their corporate partners:

• Outfit the giant skateboard with giant tires to promote a supporting tire partner
• Feature a vehicle perched atop the skateboard to promote an automobile partner
• Feature XX vending machines on top of the skateboard to leverage a beverage partner
• Promote skateboard products in a "big" way with a giant skateboard
• Create an interactive exhibit where teams of five (5) attendees can race against one another pushing a giant skateboard for the chance to win free tickets to next year's X-Games event

Check out some pictures and video of Rob Dydrek's giant skateboard in action at the Venice Boardwalk:

 

The Greatest Olympics Guerrilla Marketing Campaign You've Never Seen...

Are you looking to create a unique guerrilla marketing campaign? Are you looking for a creative way to use sports imagery as a way to drive product sales?

During the 2008 Beijing Olympics, Elasun, a Chinese condom-maker, did a tremendous job creating a unique guerrilla marketing campaign around the Olympic Games. Elasun marketers found a creative way to weave their product into imagery of sports in the Olympic Games to help drive online sales and awareness of their product line. In the weeks leading up to the Olympics, the ads became a growing sensation in China and serve as a benchmark for companies looking to capitalize on high-profile sporting events without owning any rights to marks.

Check out some of the unique Olympic-themed ads that Elasun created below: 

Swimming

Cycling

Basketball

Archery

 

Gymnastics (Rings)

Nike Capitalizes on the Passion of Fans to Honor Cristiano Ronaldo...

Are you looking to create a campaign around an award winner? Are you looking to create a piece that taps into the passion and emotions of fans?

Nike created a fantastic clip to publicly congratulate and support Cristiano Ronaldo for being selected as the FIFA Player of the Year. Nike's Love/Hate campaign does a great job tapping into the "love/hate relationship" that fans have for Ronaldo's game and how this affinity contributes to who Cristiano Ronaldo is as an athlete and a person.

Check out the great piece that Nike created to commemorate Ronaldo's accomplishment:

Chick-fil-A Gets Creative At The Free Throw Line...

The Orlando Magic collaborated with Chick-fil-A to create a unique near-court branding piece at Amway Arena. The stanchion signage located under the baskets features Chick-fil-A's signature cow with the messaging, "Block Burgerz, Dunk Chikin".

The creative near-court branding corresponds with an ongoing promotion that rewards Magic game attendees with a free Chick-fil-A sandwich at participating Central Florida locations following any home game when the team hits 20 free throws. To receive a free sandwich, fans just have to redeem their ticket stub the day after the game (for Saturday games, the ticket stub is redeemable on Monday since Chick-fil-A locations are closed on Sundays).

Chick-fil-A's unique stanchion branding piece will help draw buzz/attention to their promotional offer every time the Magic shoot from free throw line. Check out the creative branding tactic below: