Reebok Uses an Athlete-Operated Mechanical Bull to Generate Buzz at the Super Bowl

Reebok leveraged its designation as the NFL's Official Apparel Supplier at Super Bowl XLV with an outstanding 50'x100' hospitality space designed to host media members, VIP's, clients, partners, and friends of the brand. Reebok teamed up with Synergy Events to create the interactive area and host a star-studded media event on the Friday prior to the Super Bowl.

Reebok called on its newest spokesperson, Erin Andrews, and nine-time World Champion rodeo athlete Ty Murray to host a Cowboy Up! media event that featured Reebok athletes Peyton and Eli Manning, Chad Ochocinco, DeMarcus Ware, and Randy Couture operating a mechanical bull by swinging training ropes and running on treadmills. The players were encouraged to swing ropes and run on treadmills as quickly as possible to make the bull buck harder, thereby throwing Randy Couture to the mat. 

The activation space created a terrific PR event for the brand and successfully engaged media members and important stakeholders throughout Super Bowl weekend.

Check out a clip detailing Reebok's Super Bowl activation tactics below:

Heineken Captures the Action of Champions League at Pubs on Match Day

Heineken is leveraging its Official Sponsorship of the UEFA Champions League with a captivating mobile-centric promotion designed to engage fans watching the action across the United States. Heineken created a program that offers fans a chance to win signed jerseys, cleats, and photos from soccer's greatest stars simply by checking in at their favorite pubs while watching Champions League soccer live with friends.

Heineken's Win Memorabilia campaign encourages fans to head to their local pub on match day, take a creative picture of themselves enjoying the match, and sending the photo to heineken@giltedgesoccer.com. Every Thursday during match weeks, Heineken will select their fourteen (14) favorite photo submissions and reward those participants with signed merchandise. 

 

Carlton Tests the Skills of Fans with Massive Magnatron Display

Carlton Draught created a huge splash around the AFL Grand Final in September 2010 by erecting an enormous Magnatron game that offered fourteen (14) lucky contestants a chance to win $100,00 worth of prizes. Carlton created a replica of the game, which consumers commonly play in bars using mini-cranes to pick up plush toys and other small prizes, that stood a massive 10 stories high at the Melbourne Cricket Ground.

Carlton provided the (14) select contestants with a chance to operate a 30m crane with a 750kg magnet attached to try to pick up a variety of prizes, including a Toyota HiLux vehicle, a 10-year AFL Grand Final hospitality package, and $5,000 cash from a Carlton Draught ATM. Contestants were tasked with positioning the Magnatron over a prize they desired, lining up the magnet, and aiming to ensure that they successfully clasped a valuable item.

Consumers could enter for the chance to be (1) of (14) select participants by participating in an on-pack and/or on-air promotion that Carlton executed in the marketplace. 

Check out the unique Magnatron activation stunt below: 

Gillette Turns Static Jeter Billboard Into a Shaving Spectacle

Gillette recently unveiled a tremendous "Everyday Masterpiece" OOH campaign in New York City's SoHo neighborhood that features a Derek Jeter billboard being repainted daily to reflect the various stages of men's grooming.

Gillette teamed up with BBDO to create the campaign, which demonstrates how brands can turn a static medium into an interactive medium with a little bit of creativity and extra work. The Jeter campaign features a depiction of the All-Star shortstop's face that is repainted on a daily basis to reflect a stubble look, shave prep, and a clean shaven appearance. BBDO is planning on continuing the three-day paint makeover cycle until March 6th.

Check out a video and a few images that help showcase the creative campaign below:

DAY 1 - STUBBLE LOOK

DAY 2 - SHAVE PREP

DAY 3 - CLEAN SHAVEN APPEARANCE

Additional Insights: NYRacked.com

February 2011 Partnership Activation 2.0 Newsletter

Thank you for coming to check out the February 2011 Issue of the Partnership Activation 2.0 Newsletter. If you have a moment, we would love it if you would share the newsletter with friends and colleagues in the industry via email, Twitter, LinkedIn, and/or your personal blog.

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

• Innovative Recycling Kiosks
• Creative Promotional Tactics From Across the NBA
• Navigate Marketing Industry Spotlight: Camera-Visible Signage
• Three Things You Need to See: Reality Touchscreens, Interactive Architectural Mapping, Helmet Cams
• Engaging Fans Via Facebook Fan Night Promotions and Social Media Days
• Kia Leverages Media Buys with Augmented Reality
• Nouveau Jour Activates Orange's Sponsorship of the RBS 6 Nations Rugby Tournament
• The Deloitte Football Money League Report
• Creativity in the Sports Marketplace
• February 2011 Partnership Activation Rising Stars
• Visa Canada's Hockey Love Hurts Campaign
• The Charlotte Bobcats' Social Network Challenge
• A Close Look at the 2011 NHL All-Star Weekend
• Five (5) People You Must Follow on #SportsBiz
• Creative Tactics From Super Bowl XLV
• Creative Messaging Campaigns
• Puma's After Hours Athlete Campaign
• Leveraging Pet Partnerships With "Pup Rallies"

Click here to check out the February 2011 Newsletter and be sure to 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. 

Premier League Fans Compete Head to Head in Lucozade Fans Fives Tournament

Lucozade, a series of energy and sports drinks produced by GlaxoSmithKline in the UK, recently announced that it is hosting a Fans Fives Tournament that allows fans of Premier League teams to compete head to head against passionate fans of other clubs in the ultimate 5-a-side challenge on the famous pitch at Stamford Bridge.

Fans can enter to win a chance to compete in the Lucozade Fans Fives Tournament by filling out an application form on the brand's official Facebook page, describing why they are the biggest fan of their favorite EPL team. Fans selected to compete in the exclusive tournament competition will represent not only themselves, but their favorite club in a battle against the country's most passionate football fans. The competition effectively puts the passion, competitiveness, and loyalty of fans to the test in a memorable fashion.

Each Premier League club will select three (3) teams of fans based on the applications submitted online, who will then be subject to a four-week "Facebook Fan-Off" that allows fans the chance to ultimately decide who will have the opportunity to represent the club in the fan competition at Stamford Bridge.

As the longest standing Official Partner of the Barclays Premier League, Lucozade is also an official supporter of Arsenal FC, Chelsea, Liverpool FC, and The FA.  

Red Bull Continues to Give Fans a Whole New Perspective of Sports

Over the past few years, Red Bull has done an absolutely remarkable job revolutionizing the sports space that we live and work in. All across the globe, Red Bull mesmerizes consumers with unconventional sports events and marketing practices that generate consumer interest in non-traditional and emerging sports.

In the past week alone, Red Bull released four (4) extremely interesting videos showcasing how the brand continues to bring sports to life in new ways and create new fan perspectives. Check out the four (4) videos below, especially the floating BMX park in Florida, which is downright unbelievable.

Red Bull Bargespin Floating BMX Park - Florida Intercoastal Waterways

Red Bull created a five-day event on the waterways of Florida that featured the world's best BMX riders performing tricks and skills on a floating BMX park.

Red Bull - A Day with Reggie Bush at Super Bowl XLV

Red Bull leveraged its partnership with Reggie Bush by profiling his time and activities at Super Bowl XLV weekend in Dallas. Red Bull provided fans with a behind-the-scenes look at how NFL players spend their time while in town for The Big Game. The viral served as a great way to support Red Bull's endorsement and drive some value during the off-season.

Red Bull-Travis Pastrana NASCAR PR Launch Event - Staples Center

Red Bull celebrated its partnership with Travis Pastrana, the newest driver in the NASCAR Nationwide Series, by featuring a special NASCAR PR Launch event outside Staples Center in Los Angeles. Red Bull then gave fans a behind-the-scenes peak at Pastrana Waltrip Racing... expect much more to come from this relationship in the NASCAR Space

Red Bull Crashed Ice - Valkenburg, Netherlands

The Valkenburg Red Bull Crashed Ice consisted of speed skaters racing down a 385-meter long ice track in front of 25,000 spectators.

Enhance Stadium Concourse Signage with QR Code Giveaways

Corporate partners looking for new ways to engage fans on gameday should consider featuring QR code displays within the stadium concourse that deliver unique, interactive content. Brands leverage QR codes on back-lit displays to distribute free music downloads, gameday programs, virtual premium giveaways (wallpapers, animated characters, 3D characters), free mobile subscriptions, video vignettes, books/magazines, interactive games, and highlight reels to fans.

Firstbank, Colorado's largest locally owned bank, recently engaged travelers at Denver International Airport with three (3) engaging billboard displays featuring QR codes that offered free books, Sudoko, and crossword puzzles. Each of the billboards featured specific messaging that explained to travelers how to access the free content.

Program Details:

• Firstbank estimated that it would give away 7,000 books, Sudoko games, and crossword puzzles over a 5-month span
• The process of downloading a book to a smartphone via QR reader took less than 30 seconds
• Firstbank offered twelve (12) classic books, three (3) crossword puzzles, and Sudoko for travelers
• Consumers could download via mobile phone or online at efirstbank.com/books

Teams could look to replicate this concept within their stadium venues (on behalf of corporate partners) or as a unique messaging campaign in the marketplace. For example, teams could leverage their partnerships with airline partners to feature signage inside airports offering free team content (highlight reels, gameday programs, special offers) to travelers as they wait for their flights. This could also be replicated with auto partners (in waiting rooms), grocery store partners, electronics partners, etc.

Check out Firstbank's terrific airport marketing campaign below:

 

Puma Feeds the Frenzy at the 16th Hole of the WM Phoenix Open

Budding golf superstar and Rickie Fowler and his Puma Golf, his title sponsor, are surely making a splash in the golf world. Fowler has already recorded three (3) 2nd place finishes on the PGA Tour this year and brings an edgy persona to the golf course that has already won over fans.

At the recent Waste Management Phoenix Open, Fowler and Puma Golf took their partnership to the next level by feeding off the frenzy of racous fans located at the 16th hole. After nearly acing the Par-3 shot, Fowler delighted the crowd by throwing out a stack of 15 autographed Puma Monoline hats into the stands ... before he even attempted his putt to birdie the hole. In addition, Fowler supported Waste Management's "green-out" and eco-friendly tournament initiatives by sporting an outfit that was green from head to toe.

Here is a quick video of Fowler's PR stunt at the 16th hole after nearly sinking a perfect shot:

Here is a quick video that demonstrates how young golf fans are quickly embracing Fowler on the Tour:

After being named 2010 PGA Tour Rookie of the Year, Fowler has quickly made a name for himself with his fashionable style and hip personality. Puma celebrated Fowler's 2010 ROY nomination by releasing a "Moto-Golf" viral that combines his two passions in life - golf and motocross. It's refreshing to see a brand like Puma take such a non-traditional approach to its golf business. Check out the spot below:

The "Human Billboard" Campaign Has Sports Implications

Sports organizations looking for new ways to make a huge splash in the offseason with a nominal marketing budget should consider benchmarking a terrific campaign recently implemented by ING Direct in Italy.

ING Direct had discovered that word-of-mouth referrals by existing customers served as a key driver for bringing in new business. ING looked to bring this notion to life by teaming up with Leo Burnett Milan to create a "Human Billboard" campaign that featured real customers sitting and standing atop billboards, strapped onto the side of city buses, and positioned on elevated displays in high-traffic areas inside a city setting.

The campaign proved to be tremendously popular, as consumers passing by the displays interacted with the brand activists, creating banter that was filmed and featured in an effective advertising campaign. 

The concept of the "Human Billboard" could have a number of implications in the sports space. Minor league teams looking to drive interest and awareness in the local marketplace could leverage season ticket holders and enthusiastic supporters in a similar fan-centric campaign. Marathons, triathlons and other major events could also implement a similar promotional concept to show how "real" participants are. Apparel companies and other manufacturers of products endemic to sports could also consider benchmarking the ING Direct campaign to bring product launches to life, etc.

Check out the terrific campaign below!

Johnsonville Gives Away Free Music Downloads For "The Big Game"

With 9 out of 10 Super Bowl viewers watching "The Big Game" with family and friends at home, Johnsonville has teamed up with Banshee Music to create a terrific promotion designed to enhance their party experience.

Johnsonville is running a "Superville" initiative that allows all consumers who sign up for the free "Johnsonville Enthusiast Club" newsletter to receive ten (10) free music downloads, specifically created in support of the Green Bay Packers and the Super Bowl. The newsletter signup process is simple and there aren't any gimmicks involved - after inputting their contact information, consumers can immediately download ten (10) great tracks, including:

• Five (5) Super Bowl Tracks
  • This is Where the Party's At
  • Get Ready for the Big Game
  • Welcome to the Show
  • Heart of a Champion
  • Crank it Up
• Five (5) Green Bay Packers Tracks*
  • We Love the Green and Gold
  • G-Force
  • Packers Tailgate
  • Let's Go Green Bay
  • Making History Roll

* Johnsonville is an Official Partner of the Green Bay Packers

Red Bull Crashes the Streets to Crown the Best Uphill Biker

Red Bull recently held a "Red Bull Hill Chasers" challenge to see which BMX, Mountain Bike, Road Cycling, and Fixed Gear riders in the UK were the fastest uphill riders. The event, held in Bristol, featured 16 of the top bike athletes in the UK and 16 top local heroes battling head-to-head to settle a long standing dispute between bike disciplines.

The event was absolutely tremendous. Hundreds of fans were lined alongside the iconic Park Street in Bristol, cheering on the riders as they raced furiously under the city lights. Winners of the different heats received charge bikes as compensation.

Check out photos of the event and the highlights below, especially the first video which shows a BMX rider taking out a bystander on the street. The event just goes to show how Red Bull continues to evolve sport - and in this case, find a way to combine all bike disciplines in a manner that is very entertaining for casual fans:

The Wizards Score a Slam Dunk with Fans...

The Washington Wizards entertained fans at a recent home game by allowing a few select fans a chance to attempt dunks off a trampoline (standard intermission entertainment). However, the team did a terrific job staging the event to the enjoyment of fans.

Check out how they did it below:

Which leads one to question... Dunkin' Donuts does so many great things to leverage their sports partnerships, particularly in Boston, but why have they not sponsored the "Dunkin' Donuts" ... a group of regular fans, out-of-shape fans, or acrobatics dressed in donut costumes (or as munchkins) dunking off branded trampolines at halftime? It seems like a no-brainer that plenty of fans would enjoy. Teams could find ways to drive traffic to retail based on the number of dunk conversions.. Just a thought!

Alaska Airlines Lets Portland Timbers Fans Design The Team Plane

Alaska Airlines is celebrating its new partnership with the Portland Timbers by running a "Paint the Plane" contest that allows fans an opportunity to have a say in the design of the team's branded plane.

From February 1st through February 15th, fans can submit their own, unique Timbers centric airplane designs using a PDF template of a 737 Alaska Airlines plane that is available to be downloaded on the Timbers' official website. Fans can submit their artwork either by email or by mail, per directions on the website.  

Each of the submissions will be judged based on originality, creativity, and team personification, with the Grand Prize Winner receiving two (2) complimentary first class roundtrip tickets to anywhere that Alaska Airlines flies, two (2) club seats to the Timbers' inaugural home game, and a team autographed jersey... in addition to seeing their sketch design brought to life on an actual Alaska Airlines aircraft. In addition, Alaska Airlines is also awarding 2nd Place, 3rd Place, and (7) Honorable Mention prizes for additional noteworthy submissions.

The promotion serves as a great way for organizations to leverage airline partnerships, especially in a day and age where airlines are investing more dollars and demonstrating a willingness to brand aircraft. Look for more organizations and their airline sponsors to enact similar initiatives in the near future! 

The Huge Impact of the Super Bowl at Retail

While the Super Bowl has traditionally been viewed as the biggest event of the year for advertisers on a global scale, it's a huge business for grocery retailers as well. Over 7.5 million consumers across the nation host Super Bowl parties for friends and family, generating millions of dollars for retailers.

In 2010, Nielsen released some pretty startling statistics pertaining to the impact that the Super Bowl has on retail channels. Here are a few interesting facts:

• The great majority of US households (9 of 10) watch the Super Bowl at home or at a friend's or relative's house instead of watching it at a bar or restaurant ... this is an astonding figure when you consider that 106.5MM people watched the Super Bowl in 2010 (note: per Nielsen, 12% of these consumers also used the web while watching the game)
• The Super Bowl continues to be a bigger and bigger event in Q1 where consumers drink billions of servings of beer at home. From a beer sales standpoint, the Super Bowl (49.2MM units) trails only the 4th of July (63.5MM), Memorial Day (61.0MM), Labor Day (60.2MM), Thanksgiving (52.8MM), Christmas (52.8MM), and Halloween (50.7MM). Grocery retailers alone sell approximately 17MM cases in the two weeks surrounding the Super Bowl.
• Super Bowl viewers purchase $644MM of snacks for the Super Bowl, a figure that is equivalent to 166 million pounds of food.

Grocery - Retail Sales (Per Nielsen)

Grocery - Viewing Statistics (Per Nielsen)

Industry Profiler: Activator

In December 2010, Partnership Activation began an Industry Profiler Series that is designed to provide sports business professionals with an in-depth look at some of the industry’s finest sponsorship tools and services. The 2^nd feature of the Industry Profiler Series will center on Activator, a cloud-based enterprise system that Turnkey Sports & Entertainment is set to formally launch in the first and second quarters of 2011.

The Activator platform was designed to serve as a central library for information and two-way communication amongst properties, brands, and agencies. The system allows parties on both sides of a marketing partnership to engage in a seamless manner, using tools that are provided to collaborate, analyze adjust partnership tactics, monitor inventory, share presentations, and have a clear focus on optimizing a healthy return from their partnerships.

To develop a sponsorship solution that properly serves brands, properties, and agencies, Turnkey designated the Chicago Bears organization as a development partner and worked hand-in-hand with their corporate partnership activation team to test and refine the functionalities of the Activator platform. Turnkey also made the Activator platform available to ten (10) teams and brands and their marketing partners across the NFL, NBA, NHL, MLB, NASCAR, and MLS during a BETA phase to garner additional feedback, ideas, and solutions.

Activator supports two categories of users – patrons (paid users) and recipients (parties that are invited to use Activator by a partner). The two (2) parties have many of the same capabilities but there are a few key differences. Activator patrons can also upload and share content across all of their partners in the system (versus recipients, who can only upload and share with one, direct party at a time).  Also, patrons are able to view content purchased from outside Data Service Providers (DSPs) directly within Activator (recipients are not afforded this capability).

Here is a quick look at the platform's features and functionality:

THE INTERFACE AND FUNCTIONALITY OF ACTIVATOR

The interface of the Activator system was designed with the end user in mind. The interface resembles a Facebook profile page, with a very clean look that features a list of tools in the left-hand column and a Wall that serves as a centralized area for communication where users can post text, images, and video. One unique feature of the Activator system is a feedback function that allows parties to share direct feedback about partnership performance on an event by event basis. Users can also share interactive presentations (including audio/video) using SlideRocket’s   presentation tool without ever having to leave the Activator platform. These presentations can also be shared with outside parties via simple URL’s that can be sent in emails.     

PARTNERSHIP MANAGEMENT

Within the Activator system, parties can upload their contractual agreements (to monitor assets on an ongoing basis) using a simple Excel template that Turnkey shares with users. Once contracts are uploaded into the system (which is password protected and permission-based), users can track performance metrics, inventory utilization, and more. One of the most intriguing features of Activator is an Apps tool that allows patrons to access information directly from Data Service Providers (Arbitron, Nielsen, Repucom, Turnkey, etc.). Users can also use Activator to set up custom RSS feeds, convert video files, and build out a list of contact information for corporate partners.

PRICING

Turnkey S&E has made Activator a fairly affordable tool for its patrons:

Note: Some additional Upgrades & Services fees include: 10GB Storage Upgrade ($20/month), Additional SlideRocket Seat ($24/month), Telephone Support ($150/30min), Telephone Training Session ($500/120min session), In-Person Training Day ($2,500 + expenses), and Quick Start Consulting Package ($2,500 for 10 hours as needed within the first 30 days of use).

Enclosed are some screenshots of the Activator platform. Check out the Turnkey Sports &Entertainment website for more information on Activator and additional services they offer for stakeholders in the sports marketplace.

Note: Partnership Activation is not affiliated with Turnkey Sports & Entertainment and the Activator platform in any manner. Please feel free to leave sentiments in the Comments section below about your experiences trialing the Activator platform.

Miller High Life Sponsors Fans Across America

The folks at Miller High Life recently launched a brilliant sponsorship strategy that has been well received by the general public. Nicknamed the Champagne of Beers, Miller High Life unveiled a new campaign entitled, "Official Beer of You" that allows consumers ages 21+ to sign an endorsement contract with the brand on its official website and receive a $1 signing bonus in return (in the form of a $1 coupon or a $1 check that can be donated to Iraq and Afghanistan Veterans of America).

As part of the initiative, consumers receive a downloadable sponsorship kit with a personalized logo and the opportunity to purchase personalized Miller High Life gear. On the brand's website, consumers can also share photos and stories of how they live the High Life for the chance to be featured in a brand advertisement or on the Official Miller High Life Facebook page.

The strategy is a terrific way to engage with beer drinking sports fans across the nation without paying large sums of dollars to sponsor professional leagues, players, or organizations. The PR stunt may be very short lived, but will generate enough impact (and media impressions) to make a timely splash prior to the Super Bowl.

MillerCoors supported the campaign by distributing a press release that included the headline, "Miller High Life Says 'No' to Multi-Million Dollar Sponsorships." Last year, Miller High Life made a similar splash around the Super Bowl when it aired several one-second ads that caused quite a stir in the industry.

 

The Future of Stadium Signage - For Auto Partners

Honda recently teamed up with GT Media, JC Decaux, and Puca to develop an innovative outdoor messaging campaign designed to engage young, male consumers and demonstrate the innovative attributes of its automobiles.

To generate buzz around the launch of the new Civic R Series in Ireland, Honda displayed a large, interactive billboard in the trendy streets of Dublin that allowed consumers to actually start the car (featured on the billboard) by texting "START" to a designated shortcode (51500). Upon doing so, the call-to-action signalled the lights on the car to light up and smoke to exit from the car's exhaust pipes on the billboard.

Consumers that engaged with the billboard received a bounce back link to a Honda mobile brochure, providing additional details about the car, and also had an opportunity to receive a free ringtone of the car's engine roar if they engaged with the billboard via Bluetooth technology. The four-week campaign ran during June 2010.

Honda's innovative billboard technology serves as a great benchmark for sports organizations looking for new ways to take their signage to the next level, notably in baseball. While a billboard with interactive elements could not be run in-stadium during play, there is plenty of down time during games (between innings, pre-game, post-game, pitching changes, etc.) when brands could engage with fans via SMS technology without having to feature personnel on-site to operate the signage.

Look for a number of sports organizations to begin experimenting with SMS technology to take their stadium signage and brand activation to the next level!

Source: Puca

Land Rover Challenges Fans With Activation at the Dubai Rugby Sevens

In December 2010, Land Rover signed on as an Official Partner of the Emirates Airlines Dubai Rugby Sevens and leveraged its affiliation with several terrific fan engagement initiatives. Land Rover announced the partnership in conjunction with a global announcement that it would serve as an official sponsor of the Rugby World Cup 2011 in New Zealand.

The Land Rover display at the Rugby Sevens featured a number of an interactive rugby-related games, including a Land Rover Scrum Down Challenge, Wheel Spin Challenges, and a Big Boot Challenge. Land Rover offered all participants a chance to enter to win a free Land Rover for a year.

Land Rover Scrum Down Challenge

The Land Rover Scrum Down Challenge truly tested the strength of rugby fans. Teams of consumers were challenged to see if they could push a Land Rover using a rugby scrum machine.

Wheel Spin Challenges

The Wheel Spin Challenged tested the passing accuracy of rugby fans. Consumers were challenged with throwing passes through a series of spinning car wheels.

Big Boot Challenge 

The Big Boot Challenge featured a select number of rugby players from the UAE competing to see who could drop kick a rugby ball through the goal posts during an on-field competition.

The Rugby Sevens attracted 120,000+ fans over a three-day span from December 2-4, 2010. As one can tell from the pictures depicted above, many rugby activation tactics can be applied in the NFL and college football (and vice versa). Check out a full video recap of Land Rover's Rugby Sevens activation below:

Source: Ameinfo.com

Rafael Nadal, Kia, and the Australian Open Team Up to Launch "The Open Drive"

Kia is leveraging its designation as an Official Partner of the 2011 Australian Open by creating a feature called "The Open Drive" that features the WTA's finest stars participating in video interviews filmed inside the sporty Kia Optima.

Kia filmed The Open Drive features with a state-of-the-art camera system that provides multiple camera angles of the tennis stars while they answer a series of questions presented via an iPad. Fans can suggest questions for the players to answer via Facebook/Twitter and can view the segments on the Official Australian Open website as well as Kia.com.au

The Open Drive feature serves as a terrific benchmark for tennis properties (and golf) to leverage automobile partners and engage players in new ways.

Check out Rafael Nadal's appearance in The Open Drive to kick off the 2011 Australian Open below:

For more information, check out a video overview of The Open Drive below: