Would a Mascot Proposal Grab Your Attention?

The Arizona Lottery recently drove awareness for the launch of its new jackpot game, Mega Millions, by creating an unforgettable moment at an Arizona Diamondbacks game. In an effort to promote the fact that Mega Millions and Powerball are now both available to Arizonans, the Arizona Lottery staged a live proposal between two (2) of its mascots.

The Powerball officially got down on one knee and proposed to the Mega Millions ball for all in attendance to see - a moment that was a little weird, yet extremely memorable. Check out how the whole moment went down at Chase Field below:

The moment came after a memorable night at the ballpark for the two lottery mascots, which even included an appearance on the Kiss Cam. Again, a little weird... but likely impactful for driving home the message to fans that Mega Millions is now available for Arizonans to play:

Heineken Offers Hawks/Thrashers Fans an Ultimate Lounge Experience

Are you looking for new ways to leverage beverage partners? Are you looking to benchmark the finest in-venue destinations in sports?

In 2007, Heineken signed on with the Atlanta Spirit, an ownership group that owns and operates the Atlanta Hawks and Atlanta Thrashers, to create one of sports' ultimate in-venue destinations. The space, referred to as the Heineken Lounge, serves an ultimate lounge that has become a focal point in Philips Arena.

Heineken equipped the space with 63-inch plasma screens to entertain moderate-sized groups willing to pay a little extra for an ultimate game experience. While the Heineken Lounge is situated in the upper level of the arena, the space is a perfect setting for consumers to entertain friends and business clients at live sporting events and concerts.

Check out a video here and some pictures of the space below:

 

    

A special thanks to Brandi Burton of the Atlanta Spirit for her insights and contributions to this column.

An Inside Look at the New Meadowlands Stadium

Are you looking to offer new signage inventory? Are you interested in checking out the world's most state-of-the-art venues?

Enclosed are two videos that provide an inside look at the new Meadowlands Stadium in East Rutherford, NJ. As the future home of the New York Giants and New York Jets, located just outside the media capital of the world, the new Meadowlands Stadium will soon be recognized as one of the most state-of-the-art venues in all of sports.

In the following videos, you will find that:

• Verizon, Pepsi, Bud Light, and Met Life all have a significant presence in-venue (with Continental Airlines also featuring prominent LED signage)
• The new Meadowlands stadium features innovative signage along the sidelines
• Corporate partner branding is visible on both the interior and exterior of the venue

Partnership Activation - April 2010 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 April 2010 Partnership Activation 2.0 monthly newsletter.

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

• Sports Murals
• Insights Into the Dallas Mavericks' E-Cycling Initiatives
• Coca-Cola Brings the World Cup Trophy to 86 Countries Worldwide
• 3D Hockey Dasherboard Signage
• Details on The Row Show
• The April 2010 Recipients of the Partnership Activation Rising Stars Program
• Sports Social Media Watch - Chad Ochocinco Goes Mobile
• Activation Tactics from the 2010 Final Four and MLB Opening Day
• The Hong Kong Sevens
• Ways to Leverage a Bank of America Partnership
• Creative Activation Tactics

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 April 2010 Issue now... and if you like what you see, please vote for Partnership Activation as the Best Sports Business Blog of 2009 HERE.

Nirmal Leverages US Open Alliance to Drive Real Estate Sales

Are you looking for unconventional ways to leverage team marks? Are you looking for examples where sports has been used to drive real estate sales?

In December 2009, Nirmal Lifestyle announced a partnership with the U.S. Open (tennis) to create a 46-story community of of themed apartments in Mumbai, India. The partnership marked the first time a real estate licensing deal had been signed in India and served as a very interesting example of how property marks can be leveraged in countries across the globe. 

The US Open Apartments are being positioned as a lifestyle that bridges the gap between superior living standards and healthy living. The community offers a unique collection of aesthetics and state-of-the-art facilities, including a superior fitness center, tennis courts, jogging and cycling track, basketball court, swimming pool, and badminton courts.

Total Sports Asia guided Nirmal Lifestyle in forming the partnership and using the US Open marks in all of its advertising and promotions for the apartment complex. The agreement goes to show how powerful US property marks are across the globe.

The results of the campaign?

• Sales exceeded all expectations and helped Nirmal become top-of-mind in the industry and amongst consumers
• The launch set a new record in sales for the company by selling 108 units in less than 3 weeks
• The US Open brand association helped provide an additional revenue appreciation of 4-5% to the project 

The unique partnership follows a deal where Singapore-based Manchester United Restaurant and Bar launched its flagship outlet at Nirmal Lifestyle Mall Mulund in Mumbai.

An Inside Look at the Gatorade G Series Mobile Locker Room

Are you looking for new ways to reach young student-athletes? Are you looking for ways to bring sports experiences to life for fans?

Gatorade recently launched a pretty impressive G Series Mobile Locker Room that will tour the nation and visit (8) handpicked high schools between March and May 2010. Here, students will be given a first-hand experience where they can test new G Series products and experience a once in a lifetime opportunity.

To drive excitement for the mobile locker room in the HS community, Gatorade is offering fans the chance to submit a photo and description of the ultimate high school locker room ritual on the Gatorade Facebook fan page for the chance to have the G Series Mobile Locker Room come to their school and win a $500 gift card. 

The G Series Mobile Locker Room is a state-of-the-art facility and fully functional locker room that features lockers of Gatorade's prime athlete endorsers. Check out some photos of the mobile display here:

  

   

Photo Source: Pro Motion, Inc. Flickr Page 

Nike Gives Marathon Fans All New Access on Race Day

Are you looking for new ways to bring your marathon events to life for consumers? Are you looking to showcase celebrities participating in your events?

In November 2009, Nike and BBDO teamed up to create a unique application that enabled people to receive real-time updates from celebrities, runners, and journalists participating in the Nike+ Human Race 10L Live from Argentina.

Nike provided five (5) select runners with iPhones that transmitted their voice recordings (during the race) into text messages that were posted on Twitter and related social networking websites. The phones were also equipped with GPS devices, allowing fans, participants, and onlookers the ability to track their exact location on the course when sending the message.

The tactic served as an effective way for Nike to bring the actions, thoughts, and emotions of its celebrity participants to life for all to enjoy. Check out how they implemented the campaign below:

Partnership Activation - March 2010 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 March 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:

• Store Challenges
• Insights Into Using Crowdsourcing in Sports
• Carlsberg Lets Fans Give Their Best Pep Talk
• Selling Signage for International Stars
• Details on the Top 50 Sports Business Blogs
• The March 2010 Recipients of the Partnership Activation Rising Stars Program
• Sports Social Media Watch - World Class Moustaches
• Activation Tactics from the 2010 Vancouver Olympic Games
• 2010 F1 Gulf Air Bahrain Grand Prix
• Ways to Leverage a Dr. Pepper Partnership
• Creative Activation Tactics

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 March 2010 Issue now... and don't forget to pass it along to some friends!

  

Take an Inside Look at the Heineken Holland House

Are you looking for new ways to enhance your hospitality footprint? Are you looking to create an on-site activation plan designed to spur nationalism?

Since 1992, Heineken has created a "Holland House" at each of the Olympic Games for all Dutch athletes, family members, friends, sponsors, media representatives, and VIP guests to enjoy while demonstrating their support for the Dutch athletes during Olympic competition.

The Heineken Holland House, serving as the home of the Dutch Olympic Committee, is an ultimate fan destination for those attending the Olympic Games. In 2010, the Heineken Holland House featured a main hall that hosted 4,000 people every night with various entertainment, including celebratory medal ceremonies and nightly performances by Dutch artists and DJ's. The venue also features a Lodge Restaurant as well as a number of interactive games for all to enjoy.

Check out a behind-the-scenes look at the incredible venue:

JetBlue Lands at the BankAtlantic Center

A rendering of the JetBlue tailfinAre you looking for new ways to leverage airline partners? Are you looking to bolster your gate entrances with elements that drive awareness for your organization's cornerstone partners?

The Florida Panthers and JetBlue are celebrating their partnership by featuring a 22.5' x 26' airplane tailfin outside the BankAtlantic Center in South Florida. The fixture will serve as a gathering place for fans prior to games, concerts, and related events taking place at the arena. The tailfin will be revealed at a ceremony prior to the Panthers home game against the Washington Capitals on Tuesday, May 16th in an area the team is calling the "JetBlue Tarmac".

The giant tailfin signifies a non-traditional landmark that teams can consider incorporating at stadium gate entrances to drive greater awareness for their airline partners. With custom airline paint schemes becoming an industry trend, a signature tailfin landmark serves as a great way to tie everything together on-site for fans.

Ad Graphics, a corporate partner of the Panthers organization, built the tailfin off-site and transported multiple pieces to the BankAtlantic Center parking lot in early March to be assembled. Check out how the team built the giant tailfin here.

The Panthers and JetBlue announced a partnership in November 2009 and are further leveraging the agreement with TrueBlue Nights at the BankAtlantic Center, joint marketing promotions, and advertising. On TrueBlue nights, fans can receive a free ticket to a Panthers game by wearing blue or signing up to become a TrueBlue Member.

Activation of the Day - Cheerios, 2010 Olympics

Cheerios capitalized on the buzz in Canada surrounding the 2010 Vancouver Olympic Games by creating an initiative that provided consumers with an opportunity to cheer on their favorite Team Canada athletes. 

In September 2009, Cheerios began selling boxes of cereal with a dotted line around the "Cheer" on the front of Cheerios boxes that consumers could cut out and mail in to demonstrate their support. The Cheer cards were addressed to the Olympic Village with postage covered by Canada Post and were featured on different displays across the city. Check out the final product of the campaign below:

Molson Brings Canadian Nationalism to the Olympics

Are you looking for new ways to build nationwide excitement? Are you looking for ways to activate at global events?

Molson Canadian featured one of the best activation footprints in all of Vancouver for the 2010 Olympic Games. The brand's "Hockey House" was a hometown fixture that turned out to be the best place for hockey fans to watch games and listen to the latest Canadian music in Vancouver. But that wasn't all the brand did to support Canada's efforts to host the Olympic Games.

Check out some of their creative activation tactics below:

Molson Canadian Hockey House

Molson Canadian Digital Guest Book

Molson Canadian Rally Book

Molson Canadian also cheered on Team Canada by creating a "Made from Canada Rally Book", filled with thousands of good luck messages from fans across Canada, that was presented to some notable Canadian official prior to the hockey team's match against Russia. Check it out below:

Molson Canadian 2010 Mural Project

Molson built a mosaic of individual fan photos spanning a 4,000 square foot section on the outside wall of the Kitsilano brewery in Vancouer. The brand collected photos submitted via the site http://www.molsoncanadian.ca/2010muralproject/ to build a surprise Olympic-themed image and message for all consumers visiting the city to see. Check out how they launched the project:

Molson Canadian "Made from Canada" Commercial

Molson unveiled one of the finest Olympics commercials of all-time in 2010. The brand's "Made from Canada" piece does an incredible job screaming patriotism. Check it out below:

Castrol Creates the Ultimate Kicking Machine

Are you looking for new ways to integrate technological advancements and sports? Are you searching for ways to incorporate non-traditional partners?

As soccer fans gear up for the 2010 World Cup in South Africa, BP Castrol Japan is drawing a significant amount of buzz after creating a kicking machine that can kick a soccer ball 200+ kilometers per hour. BP Castrol Japan is leveraging the machine by offering a "Win a Trip to Challenge Ronaldo" promotion where fans from select countries can enter online for a chance to battle Cristiano Ronaldo, one of the world's most powerful shooters, in a head-to-head soccer kick competition.

Castrol signed a six-year agreement in June of 2008 to be an Official FIFA World Cup Sponsor after successfully deriving value out of the Castrol Index, an innovation it created in support of the UEFA Euro 2008 tournament. 

Watch the kicking machine in action below:

Partnership Activation - February 2010 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 February 2010 Partnership Activation 2.0 monthly newsletter. If you like what you see, please pass it along to three (3) friends at work.

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

• Sidewalk Challenges
• Insights Into Using Augmented Reality
• 27th Annual IEG Sponsorship Conference
• 7 Tips for Bringing Your In-Venue Signage to Life for Consumers
• Details on the UK Sports Network
• The February 2010 Recipients of the Partnership Activation Rising Stars Program
• Sports Social Media Watch - Molson Canadian
• Activation Tactics from the 2010 Vancouver Olympic Games and 2010 NBA All-Star Game
• 2010 Australian Open
• Ways to Leverage an ESPN Partnership
• Creative Activation Tactics

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 February 2010 Issue now... and don't forget to pass it along to some friends!

Bring Your Team Billboards Life!

Are you looking for new ways to engage fans throughout the week? Are you looking to drive online engagement and an incremental number of fans to your organization's Facebook Fan Page?

Rockit Wrigleyville, a new bar and grill located in the heart of Wrigleyville, recently featured a promotion that provided consumers with a chance to have their face appear on a billboard located just outside Wrigley Field. For a chance to win, consumers just had to take their picture in front of the billboard and upload it to the restaurant's official Facebook fan page.

The entrant who posted a photo on the Facebook Fan Page that generate the most "likes" by other viewers was selected as the ultimate winner of the promotion. To drive interest in the offer, Rockit Wrigleyville offered a free $25 gift certificate to each contestant. The winner, John Walters, garnered 82 "likes" for his picture submission.

The low-cost promotion served as a tremendous way for Rockit Wrigleyville to drive buzz in the marketplace (consumers would encourage their friends to check out their photos and "like" them) as well as drive traffic and new fans to the restaurant's Official Facebook Fan Page.

The promotion serves as a really simple way for sports organizations to leverage stadium landmarks and billboards in the marketplace to spur fan engagement and drive traffic online to the official team facebook page via valuable content.

Check out some of the pictures that were submitted here.

Watch a video of the campaign below:

Vitaminwater Gets Creative with Olympic Activation

Are you looking for new, creative ways to leverage the Olympics? Are you looking to promote Vitaminwater products on-site?

Vitaminwater recently featured two (2) unique activation tactics in Vancouver as a means to leverage consumer passion for the 2010 Olympic Games and drive awareness amongst tourists and residents strolling through the city. As a brand within the Coca-Cola family, Vitaminwater launched a full campaign around the 2010 Vancouver Olympic Games that encouraged Canadian citizens, including Olympic athletes competing in the Games, to try its product.  

Check out their two (2) unique engagement tactics below:

Vitaminwater Bus Shelter Renovation

Vitaminwater teamed up with Cleveland-based ad agency Brokaw to transform Vancouver bus shelters into ski lift seating for consumers to enjoy while touring the city. The unique bus shelter branding was accompanied by signage that read, "It Makes the Daily Routine Feel More Like an Olympic Event", and the minor branding tactic really served as a great way to escape the Olympic clutter experienced throughout Vancouver.

Vitaminwater Mini-Curling

Puma Scores With Valentines Day Viral Effort

Are you looking for new ways to leverage the passion and emotion of sports without owning rights to marks? Are you looking for new ways to leverage key holidays throughout the calendar year?

Puma has created an outstanding Valentines Day viral campaign that will surely impact the lives of thousands of soccer fans (and their spouses) around the world. Puma created an entertaining viral piece that features a group of soccer hooligans, referred to as the Hardchorus, belting out a sappy Savage Garden Tune.

The viral piece, created in conjunction with Puma's Love=Football campaign, was designed with the avid soccer fan in mind who would like to send a gift to a loved one that knows where their heart really is on Valentines Day if/when their favorite soccer club is playing.  

Source: Creativity-Online.com

The Big Game 2 Proved Huge for Samsung Mobile and Vodafone

Are you looking for effective ways to leverage premier sporting events? Are you looking to align with multiple brands to activate on-site?

Samsung Mobile and Vodafone teamed up to feature a tremendous activation campaign at the Big Game 2, a rugby match played between the Harlequins and Wasps at Twickenham Stadium in January. The two (2) brands aligned their activation efforts to support the launch of the Vodafone 360 Samsung H1 Handset, the first Samsung offering to deliver Vodafone's new social networking and entertainment Internet services.

Check out their on-site activation efforts in this terrific 5:30 video recap below!

RBS Treats Guests to an Ultimate Tennis Experience

Are you looking for ways to enhance your client hospitality initiatives? Are you looking for ways to leverage tennis partnerships and related assets?

In November 2009, RBS treated a collection of clients, customers, and competition winners to an ultimate first-hand tennis experience. The company, a notable tennis sponsor, teamed up with tennis stars Andy and Jamie Murray to host "The Murray Experience", an exclusive clinic that provided select guests with an opportunity to learn insights, practice techniques, and exercises from two (2) of the sport's finest players.

Check out a video that recaps the exclusive RBS hospitality experience below! 

For more images, check out Andy Murray's official blog here.

Have You Brought on a Wine Partner?

Are you looking for new ways to leverage wine partners? Are you looking to fill new sponsorship categories?

Wolf Blass, an Australian wine brand, is leveraging its official sponsorship of the RBS 6 Nations Cup (a globally recognized rugby tournament) with a $2MM marketing campaign designed to highlight similarities between the brand and the sport. The campaign draws attention to three (3) brand attributes - quality, passion, and character - that closely associate with the sport of rugby and resonate well with fans.

Wolf Blass will feature its sponsorship-related messaging through a variety of channels - television, print, outdoor, online, and at retail. The company is complementing its messaging with a promotion that enables consumers the chance to win "Ultimate Sports Prizes" via an in-store neck collar promotion (including VIP ticket packages to the Ryder Cup, premiership football matches, etc.).

Wolf Blass' partnership with the RBS 6 Nations Cup should serve as a benchmark for U.S. sports organizations looking to fill the wine category and fully leverage a partnership. Look for more examples to come in the near future.

Check out some of Wolf Blass' outdoor messaging below:

A special thanks to Matthew Carlton of XtremeInsight.com for his insights and contributions to this column. Source: Marketing Magazine.