July 2010 Partnership Activation 2.0 Newsletter

Thank you for coming here to check out the July 2010 Partnership Activation 2.0 newsletter. As you tune in to Major League Baseball games, the NFL preseason, and other sporting events, please feel free to send along any sponsorship/marketing best practices and unique activation tactics that happen to catch your eye.

Click here to check out the new July 2010 Partnership Activation 2.0 monthly newsletter.

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

• Player / Alumni Challenges (Highlighted by the Herbal Magic Weight Loss Cup)
• Miller Lite's Recent "Ray for a Day" Initiative
• Facebook-Themed Scoreboard Features
• World Cup Activation and Branding
• Xtreme Insight's World Cup 2010 Wrap Report
• Creativity in the Sports Marketplace
• July 2010 Partnership Activation Rising Stars
• Sports Technology Watch
• Facts and Insights About the the 2010 Wimbledon Championships
• Creative Ways to Leverage Dunkin' Donuts
• Idea Box

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.

Check out the July 2010 Issue now... and please feel free to send along any feedback or suggestions you have this month! 

 

If you enjoyed the July 2010 Issue, you may also be interested in:

• 140 Reasons Sports Teams Should Use Twitter
• 40 Ways Sports Teams Can Utilize Foursquare
• The 100 Hottest Promotional Items in Sports
• World Cup Viewing Parties From Across the Globe
• The 10 Best Sports Billboard Themes of 2009

Mobilizing Brands - Benchmarking the Tour de France

With thousands of fans tailgating outside stadiums and arenas every given night, ample opportunities exist for brand marketers to drive consumer impressions and partnership affiliation awareness. As organizations and brand partners continue to analyze opportunities inside stadium parking lots, it's hard to ignore what has become a common practice at the Tour de France.

With limited marketing opportunities along the course, Tour de France sponsors invest their activation dollars into building mobile vehicles designed to entertain fans lining the course. These vehicles, traveling as a parade of sponsors, serve as effective awareness drivers for partnering brands.

Sports organizations in the United States can benchmark this practice of mobilizing sponsors by incorporating them in:

• Tailgate lot activation (on display; strolling through the tailgate lots)
• Pre-Game Team Walks (Tiger Walk, etc.; serving as a prelude to the team's arrival)
• Race Track Activation (driving along a NASCAR track prior to a race or during a caution)
• Championship Parades
• Team Festivals
• Guerrilla Marketing (Operating Co-Branded Vehicles)
• Retail Activation Displays
• On-Field Vehicles (Drive on the Warning Track or On-Field During Pre-Game; Stretchers, etc.)
• Pace Cars During Marathons / Endurance Events

Check out how sponsors are being mobilized at the Tour de France below:

View more presentations from Brian Gainor.

Nike Golf Introduces "The Oven" to Showcase R&D

The following article, detailing Nike Golf's newest initiative entitled "The Oven" was written by Mike Rose, a sports marketing professional based out of Portland, Oregon.  Check out Mike's additional insights on his blog, "Rose's Garden" as well as on Twitter!

A decade ago, Nike Golf was a company trying to break into the mainstream golf market. The company had just one prominent athlete who was not even using the company’s equipment. However, Nike Golf does two things better than any of its competitors - marketing and R&D. The emphasis Nike places on R&D is something that is deeply rooted in the company's corporate culture, as it was a strong passion of co-founder Bill Bowerman. Nike has derived success from its marketing efforts that focus on the level of importance the company places on R&D, which has helped to expand its golf operations. 

Nike Golf’s current campaign “The Oven” attempts to show how Nike Golf Athletes are utilizing Nike Equipment to better their game. The campaign has allowed Nike Golf to showcase some of the premier athletes competing in golf that are using its products, including Lucas Glover, Stuart Cink, and Michelle Wie. This campaign has helped Nike demonstrate that its products are helping many players experience success in golf outside of Tiger Woods.

While Nike Golf already has strong apparel sales, the company still lags behind when it comes to equipment sales. If campaigns such as “The Oven” continue to be successful in the near future, Nike Golf will soon become one of, if not the leader in the golf industry.

Check out all of Nike Golf's clips from "The Oven" series here and a few of the best ones below:

Emirates Touches Down at the 2010 World Cup

Emirates is leveraging its designation as FIFA's only Official travel partner in Johannesburg with an amazing activation display at Fan Fest that allows fans to test their soccer skills in an interactive challenge. Emirates is currently featuring a giant inflatable on-site that replicates the airlines' A380 Airbus fleet, which now flies to eight (8) select destinations across the globe.

Within the inflatable, Emirates offers soccer fans a chance to score against a virtual goalkeeper in a live penalty kick challenge. Participants are given three (3) attempts to score and are provided with a print out that details their shot selection and serves as a great takeaway from their experience. Fans waited in extremely long lines to participate in the challenge.

Check out some pictures of the activation display below:

 

 

 

Check out a video detailing Emirates' innovative fan engagement tactics on-site at the World Cup:

Emirates, the world's fastest growing airline, is also activating its World Cup sponsorship in a number of different ways:

• Emirates provided team and association travel wherever possible (to and from the world Cup)
• Emirates surprised several senior media figures from across the globe with a superb South African 2010 FIFA World Cup package, which included a tour of leading local attractions in Johannesburg and the surrounding area
• Emirates had the exclusive rights to offer either live or delayed in-flight broadcasts of the World Cup matches in 2010 and 2014
• Emirates received a ticketing and hospitality facility at all World Cup matches
• Emirates was provided the opportunity to offer unique 'follow your team' travel packages that allowed fans to watch their favorite team's games while waiting at the airport and flying on board

News Source: Kuwait Times 

adidas and Peter Cech Give Goalkeeping a New Meaning

Sports organizations looking to deliver new viewpoints and insights for their fan base should take a close look at a creative piece that adidas recently released on its Official Football Facebook Page. The Official World Cup sponsor teamed up with the Czech Republic's heralded goalkeeper Petr Cech to give soccer fans across the globe a unique look at what it takes to make a save in a penalty kick situation.

adidas equipped Cech with a camera on his head during a practice session and filmed him giving pointers on how to make incredible saves in pressure situations.

The camera work is simple yet provides fans with a new viewpoint that does a terrific job demonstrating the speed of the game. It would be great to see more sports organizations offer their fan base this unprecedented access!

Check it out below: 

Nike Goes Social with Billboard (and Kobe) in Johannesburg

Nike continued its brilliant "Write the Future" World Cup marketing campaign by turning a Johannesburg skyscraper into an electric facade that highlights the voice of Nike supporters from around the world. Nike has created a Facebook site where fans can submit a 57-character inspirational headline for the soccer player they think will write the future.

Each night, 100 fan-generated headlines are displayed across the interactive LED screen featured on the skyscraper, spanning 44m high x 42m wide x 30 stories high. The most popular and unique submissions are featured scrolling across the skyscraper, supported by a personal notification - a pretty amazing tactic that truly supports social media.

Nike is bringing the skyscraper to life using vibrant LED lights that share the personalized headlines from fans. Check out the amazing interactive display below:

Even Kobe Bryant took a moment to send a good luck message to the USA soccer team, as seen below (his message was "Break the game open. Shatter expectations."):

Leverage Airline Partners with Special Video Shoots

Sports properties looking for new ways to leverage airline partners should consider sending a team of athletes to an airplane hanger for an exclusive video shoot. Here, players can perform tricks, stunts, and show a little enthusiasm for fans to enjoy.

By simply using an airplane as a backdrop (or prop), teams can create a highlight video that can be shown on the scoreboard during a game or on its homepage to help drive affiliation awareness. Airline partners can even consider bringing this to life by running a sweepstakes that allows a few select fans the chance to take part in the filming of the shoot live in person (and receive a behind-the-scenes tour, etc.)

Check out the video below, which should help reinforce the opportunity at-hand!

The Parking Spot Shuttles Fans in Style

Sports organizations looking for new ways to drive awareness in high-traffic destinations should take a close look at some recent partnerships between The Parking Spot and a number of notable sports properties.

The Parking Spot, the nation's leading near-airport parking company, devised a terrific strategy to align with some of the country's finest athletic departments to wrap their airport shuttles with the colors, logos, and flair of competing schools in specific markets. In 2009, the Parking Spot added the University of Texas and their biggest in-state rivals, Texas A&M University (a rivalry that dates back 115+ years).

The Parking Spot wrapped six (6) total shuttles in operation at three of Texas' largest airports (Houston, DFW, Austin) with logos, verbiage, and the athletic department's official website. The shuttle operator even allowed the University of Texas to add temporary peel off banners that incorporated their national championship logo prior to their appearance in the 2010 BCS National Championship.  Inside the shuttles, travelers are provided a chance to see recent highlights on flat screen monitors, season ticket information, updates about future events, and related University messages.

The partnership is significant because it provides the Universities with increased brand exposure in high-traffic destinations while The Parking Spot benefits from travelers recognizing and preferring their airport service due to the company's affiliation with their favorite University. Founded in 2008, The Parking Spot now operates 18 locations serving 12 major airports (4 of which are situated in the state of Texas). The Parking Spot is partnering with a number of other sports properties, including: USC, UCLA, TCU, Kansas, Georgia Tech, Arizona State, Central Florida, Saint Louis University, the Los Angeles Kings, the St. Louis Blues, and the Houston Aeros.

Check out some pictures of The Parking Spot's unique collegiate branding below:

A special thanks to Jake Baskin of the Longhorn Sports Network (IMG College) for his insights and contributions to this column.

Source: GuidryNews.com

Chick-fil-A Drives Eyeballs with Creative Signage

Chick-fil-A, the nation's second-largest chicken-based fast food chain in the United States, has done a tremendous job driving eyeballs at The Ballpark at Arlington with some captivating signage at Texas Rangers games. Chick-fil-A replaced a piece of iconic signage that Southwest Airlines had featured in deep left center field of the ballpark for a number of years, with a signage campaign that creatively ties its cow-driven marketing campaign to baseball.  

Check out the two (2) different signage pieces they have featured at The Ballpark at Arlington below: 

"Eat Chikin or We'll Charge Tha Mownd"

"Retire Sum "ChicKin" 

Source: JoWiJo's Flickr Stream 

Puma Challenges Runners to Take on the Dubai Vertical Marathon

GulfNews.comMarketers looking for new ideas to execute in the running space should take a close look at the Dubai Vertical Marathon, a terrific charity event that Puma recently hosted on May 28th.

Here's a quick breakdown of the event's festivities, which benefited Medecins Sans Frontieres:

• Puma outfitted 200+ participants with exclusive t-shirts and prepped them for the endurance event with organized group stretching exercises after the registration process began at 6:30am of the Godolphin Ballroom at the foot of the Emirates Towers in Dubai
• After the stretching exercise occurred, the participants scaled the 350 metre high tower (1,334 stairs - totaling 52 floors)
  • Puma placed shoes along the course up the tower and offered a free Puma bag to whichever participant could correctly guess the number of shoes along the way 
• Puma rewarded all of the participants with a party on the top floor, which included dancers, disco lights, and music

The results? The event raised over 29,486 euros for MSF... a terrific event! It would be really amazing to see the New York Road Runners or another running organization offer this in one of New York City's tallest skyscrapers!

Check out a video of the action below:

Source: Dubai City Guide

adidas Generates World Cup Buzz in Hong Kong with Giant Soccer Playground

As an Official Sponsor of the 2010 World Cup in South Africa, adidas is using a variety of tactics in a number of major markets across the globe to generate buzz for the game of soccer and its brand. In Hong Kong, adidas created a massive soccer playground and featured some tremendous product displays in retail settings.

Check out a quick video that captures adidas' World Cup activation in Hong Kong below:

Bertucci's Hits a Home Run with Boston Billboard

Small businesses looking for ways to leverage local sports properties without owning rights to marks just need to think creatively to capitalize on fan affinity   

Bertucci's, a Northborough, MA company that runs a chain of Italian restaurants, recently found a unique way to capitalize on it's restaurants proximity to Fenway Park. The company is featuring a giant billboard under the iconic Citgo sign just two blocks behind Fenway Park that says, "Free Dinner for Everyone at the Ballpark If a Homerun Hits This Billboard (If Not, Distinctive Deals Start at Just $9.99)".

While the billboard's claim is outlandish (because a home run would never travel that far), it is an extremely relevant messaging piece to thousands of Red Sox fans passing by the sign to hop on the subway after taking in a game at Fenway. The piece demonstrates how local businesses can capitalize on professional/collegiate sports taking place nearby without owning rights to marks or mentioning affiliated terms (e.g. Red Sox, Fenway, etc.). Check out the creative billboard campaign below:

 

Whoever is behind Bertucci's outdoor campaigns is a pure marketing genius. In 2007, the chain featured a billboard that mirrored the look of the city's transit signs, subconsciously drawing the eye of consumers passing by. It was an extremely creative tactic that attracted the attention of several media outlets, including Adrants.com.

  

Source: PCE 2210 Flickr Page

Hyundai is Set to Make Noise at the World Cup!

As an Official World Cup Sponsor, Hyundai is enhancing the experience of all fans attending games in South Africa with the construction of one of the nation's newest attractions.

Per KeenonCapetown.com, Hyundai built and mounted a massive 35m blue vuvuzela (an air horn commonly seen at soccer matches) on an unfinished highway in Cape Town. The giant vuvuzela, which set a Guinness World Record for the largest air horn ever built, will go off every time a goal is scored during the World Cup!

The vuvuzela was created in support of Hyundai's 'Bring the Gees' campaign. Check out the pictures of the giant vuvuzela below!

On a related note, check out some of Hyundai's retail activation in support of the World Cup:

Bell Canada's Playoff Dasherboard Grows a Following

Are you looking for new, innovative ways to drive awareness for your playoff signage? Are you looking for new, creative ideas in the hockey space?

During the 2010 playoffs, Bell Canada displayed one of the most creative marketing tactics seen in hockey to date.

The telecom provider leveraged its partnerships with Canadian NHL clubs that made the 2010 playoffs by featuring a rinkside dasherboard that displayed the terminology "La Vie est Bell" (meaning Life is Good in French) and accompanied the phrase with a man's giant smiling face that grew more and more facial hair each game and each round. The signage literally grew hair during the game!

Although there wasn't a direct tie-in, the dasherboard served as a tremendous way to drive buzz for the Bell Canada brand throughout the NHL playoffs, when fan affinity reaches its peak. The campaign tied in nicely with the famous playoff beard theme throughout the playoffs and kept many fans guessing. This would be a PERFECT tactic to leverage partners like Gillette, Nivea, Schick, etc.

As reported on ThePensBlog.com, here is a visual depiction of Bell Canada's dasherboard signage literaly growing facial hair throughout the game:

A special thanks to Jeff Snyder for his insights and contributions to this column... Best wishes Jeff!

May 2010 Partnership Activation 2.0 Newsletter

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 new May 2010 Partnership Activation 2.0 monthly newsletter. If you like what you see, please pass it along to two (2) friends in the industry.

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

• Flash Mobs in Sports
• CrowdWave Technology
• Hyundai's World Cup Initiative
• SF Giants' Flickr On-Field Photo Day
• A Close Look At... The NHL Playoffs
• NBA Digital Discipline Series
• Creativity in the Sports Marketplace
• May 2010 Partnership Activation Rising Stars
• Insights on Stickybits
• A Close Look At... The NBA Playoffs
• UFC 112: Invincible
• Lottery Partner Thought Starters
• Idea Box

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.

Check out the May 2010 Issue now... and don't forget to pass it along to some friends!

Vodafone Makes a Clear Sponsorship Statement

With all of the advertising and sponsorship clutter in the sports and entertainment space, when was the last time your brand directly explained to consumers how you are effectively leveraging your partnerships to benefit the fans and the sport?

The video below, detailing Vodafone's supporting partnership of the Vodafone Warriors rugby team, is a tremendous, "must watch" piece for anyone working in sports business.

The video effectively:

• Explains the brand's partnership positioning in support of the Vodafone Warriors, a New Zealand rugby club (and details the duration of the partnership)
• Recognizes the passion and affinity of the Vodafone Warriors' fan base
• Demonstrates their commitment to enhancing the fan experience for Warriors' supprters
• Describes the impact the partnership has made on the sport of rugby in relation to that of other team/league sponsors
• Details how the brand has built a community that fosters interaction and fan support on an annual basis
• Describes how the partnership ties back to their direct business initiatives
• Promotes the interactive features, content, and games that Vodafone offers the Warriors' fanbase
• Details activation tactics

Check it out here!

A special thanks to Kim Skildum-Reid of Power Sponsorship for her insights and contributions to this column.

Jack in the Box Scores with Outfield Signage at Petco Park

Are you looking for new ways to make an impact with outfield signage? Are you looking to give your signage some personality?

Jack in the Box, one of the nation's leading fast food hamburger chains, has teamed up with the San Diego Padres to feature some of baseball's most creative signage. The restaurant chain, with 2,100+ restaurants in 18 states, features two (2) giant outfield scoreboard signs that creatively integrate the chain's mascot, Jack, into the action.

Jack, a mascot that resembles a toy clown from a jack-in-the-box, is featured in the signage promoting cheers for both the Padres and Tacos (a huge promotional push of the partnership). The signage supports a "Guess What's in Jack's Hat" promotion that offers all fans in attendance the chance to win two (2) free tacos if a select contestant guesses correctly.

And here's a unique one: Jack in the Box commonly gives out free team car antenna balls to consumers that purchase large combo meals in select markets... Something to consider for your next premium giveaway!

Check out Jack in the Box's signage below and look for it in future game broadcasts!  

Giants Fans Breathe Right and Love Their Team

Are you looking to leverage new partners online?

In 2009, Breathe Right Nasal Strips partnered with five (5) NFL teams (Patriots, Giants, Dolphins, 49ers, Bears) to introduce its new Breathe Right "Extra" product to sports fans across the nation. Touting a product that has been used by professional football players since 1994, the company activated its partnerships with "Breathe Right Game Days", where 400,000 product samples were distributed to fans via a multi-faceted professional football sampling and trainer outreach program.

In 2010, Breathe Right is bringing its partnership with the New York Giants to life by featuring an interactive page on the team homepage where fans can upload a picture of their game face, where they are wearing a Breathe Right Extra nasal strip, each week. The page concept is very engaging for fans and does an effective job tying back to the sport! A very well executed piece! Check it out below: 

The Kings Salute the U.S. Army as a Partner

Are you looking for new ways to demonstrate appreciation for military partners on game day? Are you looking for new ways to incorporate sponsors into your pre-game entertainment?

The Sacramento Kings teamed up with the U.S. Army to host a memorable "Protect and Serve" night at ARCO Arena during the 2009-2010 season. The special night celebrates the Kings-U.S. Army partnership, a pact that dates back four years, and serves as a great way to demonstrate appreciation for soldiers serving overseas and the police force protecting consumers in their local neighborhoods.

The Kings integrate the U.S. Army on "Protect and Serve" via several in-game exclusive moments, videos, and player testimonials. Check them out below:

Game Introduction Video

Player Salute

National Anthem Introduction 

In addition to "Protect and Serve" night, the U.S. Army activates its partnership with the Kings via:

High School Rallies - The U.S. Army hosts hour long high school rallies where they feature a push up contest, a presentation for boys and girls varsity basketball coaches, appearances by the Kings mascot Slamson, the Kings dancers, the Kings breakdancers, an Emcee, and a variety of prizes and fun contests for kids to enjoy. Coaches that are honored at the rallies are invited to a future Kings game with the other winners of the "Kings Coaches Club".

Kings for the Community Program - As the presenting sponsor of the "Kings for the Community" program, the U.S. Army offers members of the local community a chance to attend a Kings game on behalf of both the U.S. Army and a Kings player. The U.S. Army treats its guests with a t-shirt, goodie bag, ticket to the game, and a live mention during the game. The U.S. Army drives awareness for the initiative with mentions in the game day program and during game broadcasts.

A special thanks to Chris Morales and the Sacramento Kings organization for their insights and contributions to this column. 

Hunky Dory Promotes Rugby in a Whole New Light

Are you looking for new marketing campaign concepts? Are you looking for new ways to target select fan bases?

Hunky Dorys recently launched a new Irish Rugby messaging campaign that has attracted worldwide attention. How did they do it? The chip brand opted to launch a controversial outdoor messaging campaign that features attractive female rugby players in revealing poses.

The campaign, featured in bus shelters and on billboards across Northern Ireland, is drawing a mix of rave reviews and criticisms from parties across the globe. Either way, the campaign has worked - it has driven a significant amount of buzz and attention to the brand.

The only problem? As an Irish Rugby Football Union spokesman recently said, Hunky Dory has no direct affiliation with the Irish Rugby Football Union and Irish Rugby - they are just simply sponsors of the Navan Rugby team.

Source: Belfast Telegraph