Johnnie Walker Black Label launched an exceptional series of online vignettes in 2011 in support of its partnership with the Vodafone McLaren Mercedes F1 team. The brand partnered with Just Marketing International to create a "Step Inside the Circuit" series that provides fans with an intimate perspective of the lives of Lewis Hamilton, Jenson Button, and their respective teams on and off the track.
The video series is very unique in that it was shot in black and white (correspondign with the Johnnie Walker Black Label brand) and it truly portrays the personalities and viewpoints of both Hamilton and Button. The "Step Inside the Circuit" series has been gradually released throughout the 2011 season after filming took place behind-the-sceness during 2010.
The brand is supporting the launch of the "Step Inside the Circuit" series with limited edition product packaging offering fans a chance to win unique motorsports experiences and prizes and are leveraging a tab on the brand's official Facebook page to drive awareness and buzz online.
After reviewing the newsletter, we would really appreciate it if you would be willing to share it with friends via email, Twitter, Facebook, LinkedIn, personal blogs, and other channels of communication. To keep things simple, here is a shortened URL that you can use: http://bit.ly/kEwld3
This month's newsletter features a collection of insights, including:
Ford Focus Cam
A List of Official Partners and Suppliers of the 2011 French Open
Creative Tactics From Across Major League Baseball
Manchester City FC's Lift The FA Cup Initiative
Trinity Displays
Nike's People's Republic of Corinthians
The Mercedes-Benz Performance Center
The Durex Guerrilla Marketing Soccer Campaign
The Vodafone Recharge Truck
Enticing Fans with QR Code Prizing
The Cynopsis Sports Newsletter
June 2011 Partnership Activation Rising Stars
Major League Soccer's National Sales Center
Mountain Dew's Pinball Machine Skate Park
Ole Miss Athletics' "100 Things in 100 Days" Campaign
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JD Motorsports recently unveiled an innovative partnership with the upcoming action-thriller film Cowboys & Aliens that is generating a notable amount of buzz in the NASCAR space. The partnership marks the first time that a film will serve as the primary sponsorship of a car for multiple races during the weeks leading up to July 29th, the date the movie is released in theatres.
JD Motorsports and the producers of Cowboys & Aliens are leveraging their partnership with an innovative social-media driven promotion that will enable 60,000 fans to have their face featured on the mosaic version paint scheme of the car. To participate, fans simply have to log on to the Official Cowboys & Aliens Facebook Page or the film's official microsite, and input their contact information and upload a photo. The "face car" paint scheme will be unveiled at the Subway Jalapeno 250 at Daytona International Speedway on July 1st. By entering the promotion, fans can also win an exclusive trip to Daytona to see their face embedded on the hood of the JD Motorsports car live.
JD Motorsports teamed up with Jim Varga, the founder of Social Fan Wrap, to create the fan mosaic car concept which will feature approximately 25,000 fan photos on each paint scheme of the No. 01 Cowboys & Aliens car, driven by Mike Wallace. The unique promotional campaign demonstrates how NASCAR teams and associated stakeholders are utilizing technology and social media to take their partnerships to the next level!
Red Bull recently created a tremendous "Red Bull Rivals" series that featured top snowboarders from the University of Oregon and Oregon State University competing in a head-to-head competition at Mt. Bachelor in Bend, Oregon. Members of the two schools gladly competed for bragging rights in the newest head-to-head showdown of the Civil War rivalry between the two schools.
The Red Bull Rivalry Series demonstrates how brands can use a creative approach to capitalize on a long-standing rivalry to generate loyalty and buzz.
While it's become relatively common to see brands take ownership of rivalry series in the college space, the Red Bull Rivalry Series showcases how non-traditional sports (extreme, Olympic, club) can provide compelling, ownable content.
Check out the Red Bull Rivalry Series below and look for more of these type events in the near future!
Alaska Air is leveraging its designation as the Official Airline of the Portland Timbers with a series of hilarious commercials that incorporate team stakeholders. The airline's first commercial features Timbers head coach John Spencer giving seat belt instructions to passengers and the second spot features the team's iconic mascot, Timber Joey, helping a passenger with his luggage.
The ads have been very well received by soccer fans, especially amongst the Timbers' loyal following of fans. Check out the two (2) spots below and consider new ways that you can take team partnerships to the next level with a dose of humor.
Alaska Air Commercial Featuring Timbers Head Coach John Spencer
Alaska Air Commercial Featuring Timber Joey
A special thanks to Alan Cassinelli of UC Santa Barbara Athletics for his insights and contributions to this column!
The Cleveland Indians recently announced a partnership with BP that is highlighted by a series of promotions in-stadium and at retail.
As the Official Fuel of the Cleveland Indians, BP receives the exclusive naming rights of Indians batting practice and the company is taking full advantage of the designation to enhance the fan experience:
Fans can win free BP gift cards by catching specially marked balls into the outfield stands during batting practice
The first 100 fans who arrive for pre-game batting practice receive a limited edition Indians t-shirt at Gate A
BP will reward select fans with VIP batting practice experiences at 40 home games. The experience includes special on-field access and a gift bag of promotional items
From a retail standpoint, the Indians and BP are teaming up to execute a pretty standard fill-up and win promotion across 215 BP locations in Northeast Ohio. From June 1st to August 30th, fans who fill-up their cars with ten (10) gallons of gas can receive a scratch-off card that provides a unique code. Fans are encouraged to register five (5) unique codes on BPIndiansBaseball.com to receive two (2) free Mezzanine tickets to an Indians game online at www.indians.com/BP.
After reviewing the newsletter, we would really appreciate it if you would be willing to share it with friends via email, Twitter, Facebook, LinkedIn, personal blogs, and other channels of communication. To keep things simple, here is a shortened URL that you can use: http://is.gd/UssJ3S
This month's newsletter features a collection of insights, including:
Fan-Centric Signage
The Top Sports Advertisers of 2010
Creative Sports Business Tactics from Major League Soccer
Navigate Marketing Spotlight: Five Questions with Matt Balvanz
Three Things You Need to See
The Carrier Classic
The Heineken Star Player
Miami Heat - Kumho Tires Partnership
#SBChat
Creativity in the Sports Marketplace
May 2011 Partnership Activation Rising Stars
Manchester City FC's 'His and Hers' Suites
Standley Systems OSU/OU Licensed Copiers
Vineyard Vines' Activation at the Kentucky Derby
A Close Look at the Carolina Panthers 2011 NFL Draft Party
5 People You Must Follow In #SportsBiz
Creative Tactics to Leverage a Tecate Partnership
AC Milan Uses Jersey Launch to Showcase New Technology
If you are interested in signing up for the newsletter, please send an email with "Subscribe" in the subject line to newsletter@partnershipactivation.com. In the body of the email, please include your name, company affiliation, and contact information when subscribing.
Axe recently leveraged its designation as an Official Partner of the 10th annual Mont Saint-Sauveur Ride Shakedown by partnering with Steel Space Productions to create an innovative activation footprint driven by music. Axe and Steel Space designed an "Axe Jam Box", an exclusive deejay booth that engaged fans with hip tunes and a variety of brand-centric games and prizes. Axe generated excitement within the footprint with music and a cool "Spin the Axe Bottle" game (1:03 of video below) that allowed participants to win a variety of prizes.
The Axe Jam Box was situated at the base of a mountain where thousands of fans awaited their favorite snowboarders and amateurs upon the completion of their runs on the slopes. Steel Space Productions is a unique vendor that creates unbelievable activation displays for clients out of reusable containers that can be customized in every way possible. The company's work is innovative and definitely worth a look.
Check out the video and pictures below of Axe's Jam Box activation below as well as additional details here:
Thanks to our friends at the San Francisco Giants, Partnership Activation recently had the chance to attend a game at AT&T Park, one of baseball's most beloved ballparks.
The Giants organization has created a "best in class" ballpark experience for fans at AT&T Park, delivering non-stop entertainment for fans of all ages, social media/technology enhancements, seamless corporate partner integration, and an array of destinations and unique concessions areas for fans to enjoy. Check out a complete gallery of the AT&T Park fan experience here (99 photos).
Enclosed below is a recap of some of the highlights of the fan experience and incorporation of corporate partners at AT&T Park.
Unique Elements at AT&T Park Include:
Interactive Coca-Cola Kids Area in Left Field (Slides, Mini-Ballpark, Giant Glove, Giant Coca-Cola Bottle, Photo Station, etc.)
Variety of Themed Food Kiosks Located Throughout the Concourse
Levi's Landing Splash Zone
Virgin America OF Wall Buildout
Coors Light Silver Bullpen - An OF Destination Where Any Fan Can Watch the Game
Unique Ghirardelli Chocolate Kiosk and Cable Car
Elaborate AT&T Fan Zone Display
Build-a-Bear Workshop in Left Center Field
Clos Du Bois California Wine Bar Concourse Kiosks
Elaborate Use of Text Messaging Campaigns via LED, Concourse Signage
Cable Car Bars Located Throughout AT&T Park
LED Messaging Welcoming Fans of Hispanic Descent to the Ballpark (Bienvenidos)
Dynamic Pricing Deals
Advertising of Upcoming Promotional Giveaways/Team Shop Offers on Television Displays Located Throughout the Concourse
Scoreboard Twitter Integration (Team Trivia Via Twitter)
Chevron Car (Rides Along Warning Track During Select Inning)
Non-Traditional Corporate Partners Include:
Adobe, Salesforce.com, Ghirardelli Chocolate, Sony Playstation, Emerald Snacks, Yahoo!, Charles Schwab, RE/MAX, Genentech, See's Candies, Pop-Secret, Clos Du Bois, Box, FusionStorm, Virgin America, Kettle Chips, Guinness, Camarena
Traditional Partners Include:
MillerCoors (Coors Light), Visa, Safeway, Chipotle, Anheuser-Busch, Bank of America, Coca-Cola, Comcast SportsNet, AT&T, StubHub, United, Corona, Lexus, Chevron, Audi, Toyota, PG&E (Utilities), CHW (Hospital),
Video Board Features Include:
I. "Guess the Actor" Jumbotron Feature Presented by Sports Authority
II. "Share the Love Kiss Cam" Presented by the Monterey Bay Aquarium
III. Fist Pump Cam Jumbotron Feature
IV. McCovey Cove Boat Race Jumbotron Feature
From a social media standpoint, Bryan Srabian of the San Francisco Giants recently sat down with the Row Show and shared some unique insights. Check out his special feature here.
Brands looking for unique ways to celebrate birthdays in-venue should align with team partners to create a scoreboard vignette series that features current team players sending humorous birthday wishes to fans and other recognizable celebrities.
Teams could align with select brands whose businesses revolve around birthday celebrations (QSR's. card stores, confectioneries, ice cream and cakes, jewelry stores, party stores, kids establishments, etc.) to have a duo of players film a :30 scoreboard vignette that features a mix of recorded messages.
The vignettes can be filmed during a morning practice session and edited in time to be featured on the scoreboard that same night. Teams could charge fans for the live birthday shout out or make it available gratis with a corporate partner on board. All fans who receive a special shoutout on the scoreboard can pick up a special birthday premium at will call as a celebratory gift. Teams could ask that fans submit their birthday dates/information online, via social media channels, or via text in-arena.
As an example, check out how Dwyane Wade and LeBron James of the Miami Heat send a special brithday wish to The Rock, Dwayne Johnson:
St. George Bank recently teamed up with Traffik, Australia's leading experiential marketing agency, to create a terrific bank vault activation display in support of its official naming rights sponsorship of the St. George Bank Dragons, a professional Australian rugby team.
St. George Bank and Traffik devised a "Bolt for the Vault" halftime entertainment challenge that provides fans a chance to crack the code of a massive 2m x 2m bank vault for the chance to instantly win $5,000. Once the vault is launched at the team's Round 8 National Rugby match against the Parramatta Eels, it will remain a permanent fixture in the stadium at home Dragons games throughout the 2011 season.
St. George Bank has been a proud sponsor of the team for 30+ years and has worked with Traffik to create engaging experiential campaigns for over ten years.
The bank vault concept serves as a great way for financial partners to engage and reward fans on-site at sporting events, whether it's a part of halftime entertainment or an activation display. By creating an element of suspense along with providing a chance to win, banks can easily win over a fan base looking for additional entertainment value at live sporting events. Check out some photos of Traffik's execution below!
As Red Bull continues to revolutionize the extreme sports space, it recently launched a tremendous event in St. Petersburg, Russia that could have some promising implications in the United States.
Red Bull unveiled a pond skimming competition that featured 120+ costumed snowboarders riding down a sloped hill and launching themselves into a pool of icy water. The contest proved to be a hit with onlookers and would likely be a great addition to an X-Games or Dew Tour event in the United States.
As brands look for new ways to activate outside the box, the opportunities are endless in the extreme sports space - a notion that Red Bull and Nike continue to prove on a regular basis.
Check out the captivating Red Bull Pond Skimming event below:
Anheuser-Busch recently teamed up with Ogilvy Argentina to create a brilliant interactive game designed to engage soccer enthusiasts in nightlife settings. The collaborating parties developed an exclusive "PoolBall" event that allows teams to compete head-to-head in a game that resembles pool but is played by using soccer skills.
At several pubs throughout Buenos Aires, Anheuser-Busch set up a massive 7x3 meter pool table that served as the stage for the event. Teams were challenged with kicking 15 soccer balls, reskinned to resemble pool balls, into goals positioned in place of each of the pockets of a pool table. The interactive game was designed to drive awareness and engagement around AB's Budweiser brand.
The "PoolBall" concept has certainly generated a significant amount of buzz across the world in a matter of days/weeks and will likely surface in the United States at some point. Look for PoolBall to take place at a pub near you!
The Oklahoma City Thunder teamed up with Old Hat Creative to create a brilliant online and community fan engagement strategy - The Thunder Blue Alliance - that allows fans from all areas of Oklahoma to become team ambassadors for their communities.
Fans interested in participating in the Blue Alliance initiative simply have to:
View an interactive map of the state of Oklahoma and click on a flag that designates the area of the state that they live in (or apply to represent their city)
Submit their testimonial video or photos and an essay telling the Thunder why they would be a great Blue Alliance Captain for their home town
Once fans are selected as Blue Alliance Captains, they are tasked with representing the team in their hometown via:
Organizing team watch parties
Monitoring a Facebook community page (each fan club area of the state is provided a Facebook community page)
Assist with local team-oriented promotional initiatives
Communicate with fellow members
Blue Alliance Captains receive a number of perks for representing their hometown, including:
Welcome letter
Game ticket voucher
Personalized Thunder ID card
Thunder yard flag and pole flag
License plate frame
Embroidered Blue Alliance polo
Opportunity to attend semi-annual Blue Alliance meetings and special events
The Thunder Blue Alliance has been rolled out in a two (2) phase strategy, with the first phase generating a tremendous response from fans looking for new ways to engage with the team, demonstrate their avidity, and take a leadership role in their community. The platform's strategic use of Facebook groups allows it to be easily manageable for team stakeholders, community leaders, and participants.
Looking for more teams to roll out similar platforms to engage fans statewide, nationwide, and across the globe!
Since 2009, Virgin Mobile has done an incredible job leveraging its presenting sponsorship of Lady Gaga's Monster Ball Tour. While sponsors commonly sponsor a musician/tour to generate awareness and buzz amongst a core consumer base in major markets nationwide, Virgin Mobile has gone to extra lengths to ensure that its partnership with Gaga delivers much, much more.
The prepaid cell phone company has teamed up with Gaga to promote a number of cause related initiatives, including efforts to combat youth homelessness (specifically LGBT youth) and encourage consumers to become volunteers. Virgin Mobile also reaps value from the partnership via live concert integration, tour branding elements, VIP initiatives, and more.
Over the past three (3) years, Virgin Mobile's activation tactics have included:
Virgin Mobile and Lady Gaga recently teamed up to create a promotional contest in which ten (10) bloggers are selected as official tour bloggers and are provided with exclusive access to the show and the venue
The promotion is designed to help Virgin Mobile reach one (1) million Facebook "likes" by the end of 2011
Contestants are encouraged to submit video entries to VirginMobileLive.com and then the general public has the chance to vote on them via Facebook
Virgin Mobile and Lady Gaga are partnering with homeless youth organizations and other LGBT youth organizations to provide volunteers who are willing to donate eight (8) hours of their time to help LGBT youth with free concert tickets - read more here
Virgin Mobile has completely wrapped the official Lady Gaga tour bus and created an official microsite in support of the partnership (LadyVirginMobile.com)
Virgin Mobile and Lady Gaga have teamed up to create a FastPass initiative on LadyVirginMobile.com where consumers can sign up to be one (1) of 200 Monsters to skip the line with a special FastPass QR code and have their picture taken on the way in that is featured on the official tour site
During live concerts, Virgin Mobile sponsors a segment where Lady Gaga calls one lucky fan in attendance, notifies the recipient that Virgin Mobile gives her $20,000 to donate the charity of her choice, and invites the lucky fan to come meet her backstage... in front of all fans in attendance. The live concert integration serves as a concept that sports organizations could look to replicate (having one alum call a lucky fan in the stands and reward them with free X while having it all captured live on the scoreboard). Check out the initiative below:
LeBron James has teamed up with HP to create a new online cartoon series entitled "The LeBrons" that is designed to engage fans of all ages, but notably kids. LeBron has embarked on a brilliant online content strategy that allows him to integrate his corporate partners into the mix, with characters in the series wearing Nike apparel, using HP products, using Bing for web searches, and listening to Beats by Dre headphones.
In just 10 days, the first episode of The Lebrons has attracted nearly 800,000 views on YouTube and the second episode has attracted nearly 300,000 views in just a matter of days.
The LeBrons web series is just another example of how professional athletes can further build their brands into a complete empire using a variety of channels (social media, television, retail, etc.). Athletes no longer rely on the media to drive their brand - they drive it themselves. The Lebrons series is hosted on a designated YouTube page that features advertising courtesy of LeBron's portfolio of corporate partners (Bing, Sprite, Nike, HP, etc.).
The animated cartoon series features four (4) different versions of LeBron and effectively ties back to LeBron's kid-friendly Nike campaign that dates back a few years. Check out the first two episodes of "The LeBrons" below as well as a trailer that provides a sneak peak of other things you can expect from the series:
When it comes to putting on marquee events, WWE is widely considered to be one of the best in the business. WWE showcased its prowess on Sunday when it attracted a record-setting 71,617 fans to the Georgia Dome for Wrestlemania XXVII.
The event grossed $6.6 million in ticket sales and attracted avid wrestling fans from all 50 states and 30 countries worldwide, including Snookie and several other pop-culture icons. Millions of consumers tuned in to watch the live PPV broadcast, which was aired in 100+ countries and 20 different languages.
From a consumer engagement standpoint, WWE teamed up with several promotional partners to create a WrestleMania Axxess event that serves as the ultimate fan fest for wrestling enthusiasts. At the event, fans were treated to meet-n-greets with their favorite WWE personalities, several photo booth displays (Vince McMahon's office, etc.), live ringside entertainment, Q&A's, memorabilia stands, and more. It's important that all the entertainment came at a price for fans too - admission is $35 for the 4-day event leading up to the marquee Wrestlemania event on Sunday evening.
From a promotional partner standpoint, enclosed is a quick breakdown of the on-site activity at WrestleMania Axxess:
The National Guard - As the presenting sponsor, featured a tent display, showcars, etc.
Slim Jim - Displayed a Slim Jim Spicy Town climbing wall as part of a larger footprint
THQ - Featured an extensive WWE All-Stars Video Game Zone
XFINITY - Featured video game displays, Plinko, information kiosks, and more
Skittles - Featured an mechanical Skittles candy package (that consumers could try to ride)
TWIX - Featured a WWE Superstars autograph booth
Mattel - Displayed a full collection of action figures
Click here to see a complete gallery of photos detailing activation and entertainment at the WrestleMania Axxess event!
A special thanks to Chris Boggs of GMR Marketing for his insights and contributions to this column!
Hugo Boss and the Vodafone McLaren Mercedes F1 team have partnered to launch a "Dress Me for the Finale" competition that allows consumers to design the overalls that Lewis Hamilton and Jenson Button will wear during the F1 season finale in Brazil in November.
The two (2) collaborating parties teamed up with Germany-based branding agency Liganova to create the interactive online competition, which is also supported via retail promotions, branding, and point-of-sale activity within stores in markets across the world. The "Dress Me for the Finale" initiative will run in each country where an F1 race takes place, with a design being selected for the drivers to wear during each qualifying run.
The promotion is the centerpiece of Hugo Boss' 30-year sponsorship deal of the McLaren Mercedes F1 team, which it signed a short time ago. The partnership initiative is notable because most professional organizations in the United States are continuing to pursue lifestyle/designer apparel deals to complement their team apparel partnerships. Look for similar initiatives to soon arise in NASCAR, IndyCar, and across the Big Four leagues.
Anheuser-Busch is capitalizing on the madness surrounding the 2011 NCAA Tournament with a Bud Light Shoot for the Championship tabletop quarter-bouncing game at select retail establishments across the country. Throughout the tournament, AB offered consumers ages 21+ an opportunity to compete to win a trip to Las Vegas for a Final Four competition with $25,000 on the line.
Anheuser-Busch produced March to the Championship themed tabletops and a quarters game with a creative basketball thematic. Check out two (2) pictures of their retail activation below:
Check out two (2) videos of Bud Light's activation in action here:
Thank you for coming to check out the March 2011 Issue of the Partnership Activation 2.0 Newsletter. If you have a moment, we woulld really appreciate it if you would share the newsletter with friends and colleagues in the industry via email, Twitter, LinkedIn, and/or your personal blog using this shortened URL - http://bit.ly/fwpr2S.
This month's newsletter features a collection of insights, including:
State Farm Territorial Cup Series
Creative Tactics From Across Minor League Baseball
Industry Watch: Panoramic Fan Cams
Crowd Flash Mobs
Year of the Beard Campaigns
Personalized Field Boards
Marketing Activity Around the 2011 NCAA Men's Basketball Tournament
Range Rover's Wireframe Campaign
Dimensional Innovations
The Migala Report Re-Launched
Creativity in the Sports Marketplace
March 2011 Partnership Activation Rising Stars
Colorado Rapids' Ambush Marketing Tactics
The Trenton Thunder's "Tweet Your Seat" Campaign
A Look at the 2011 NBA All-Star Game Festivities
5 #SportsBiz Professionals You Must Follow on Twitter
Activation and Branding at the 2011 Daytona 500
3 Terrific Concepts From The Idea Box
Click here to check out the March 2011 Newsletter, connect with other readers in the official Partnership Activation LinkedIn Group, and follow Brian Gainor on Twitter for additional sponsorship/marketing tactics throughout the month!
If you are interested in signing up for the newsletter, please send an email with "Subscribe" in the subject line to newsletter@partnershipactivation.com. In the body of the email, please include your name, company affiliation, and contact information when subscribing.
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Thursday, July 14, 2011 at 10:51PM 
