Are you looking for new ways to leverage auto partners in-venue? Are you looking for ways to enhance seating at your venue?
Ford featured an interesting "Best Seats in the House" exhibit at the 2009 MAC Championship, a game played at Ford Field in Detroit. Check it out below!
A special thanks to Drew Ossakow of the Ohio University Center for Sports Administration for his insights and contributions to this column.
This month's newsletter features a collection of insights, including:
Fan-Athlete Challenges
Non-Traditional Billboard Tactics
27th Annual IEG Sponsorship Conference
Navigate Marketing's Take on the NY Jets Alcohol Ban
Details on Ron Seaver's Sponsorship E-Tips Newsletter
The January 2010 Recipients of the Partnership Activation Rising Stars Program
2009 Grey Cup
Ways to Leverage a T-Mobile 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 January 2010 Issue now... and don't forget to pass it along to some friends!
Are you looking for new ways to incorporate insurance partners? Are you looking to offer new, fan-friendly incentives?
As reported by CNBC.com and the Veritix Newsletter, the River City Rascals of the Frontier League have teamed up with their insurance partner, Midwest Agency, to create a compelling "win insurance" offer for fans.
How does it work?
Prior to the 8th inning of all Rascals home games, fans can purchase "win insurance" for $2. As the game enters the bottom of the 8th, the rate for "win insurance" is raised to $5. If the team goes on to lose the game, all fans in attendance who purchase "win insurance" receive box seats to a future game that is valued at $11... the catch? Fans have to pick up their free tickets at the Midwest Agency (driving automatic awareness and foot traffic).
The "Midwest Agency Winning Insurance" offer has served as a tremendous way for the brand and Rascals organization to attract and entice fans. The promotion has attracted the attention of numerous media outlets and serves as an excellent benchmark for organizations looking for new ways to leverage insurance partners.
A special thanks to Alex Vitanye of the Ohio University Center for Sports Administration for his insights and contributions to this column.
Are you looking for new ways to promote supporting travel agency partners on game day? Are you looking for new ways to get fans excited about travel destinations?
STA Travel supported its partnership with the 2009 Outback Bowl by featuring an engaging display at the event's Fan Fest located near Gate D. The STA Travel display featured a football toss exhibit where fans could win free giveaways (t-shirts and koozies) by hitting a target in the center of a massive Australia map (which tied into the Outback Bowl thematic).
STA also held drawings on-site for free travel and have away some Outback Bowl mementos that fans could redeem for cash off their next travel purchase with STA. To drive interest in the football toss display, STA personnel displayed a giant scoreboard that tallied points scored by fans of each team.
Are you looking for new ways to leverage electronics partners? Are you looking for new ways to entertain fans during periods of play?
The Orlando Magic featured a humorous "Name that TV Tune" video board segment that served as a fan-favorite during games in the '08-09 season. The Magic created a few simple vignettes featuring players and dance team members trying to sing the words to a recognizable tune on their iPod (with iPod imagery in the background).
The vignettes serve as a great way for sports organizations to integrate electronics retailers/manufacturers and music companies in a seamless, memorable in-game setting. Depending on the partner, properties can easily replace the iPod (featured in the videos below) with a state-of-the-art cell phone, computer, television (karaoke-style), or other device.
Teams can even drive excitement in-arena by assigning participating players/dance team members to designated sections in-venue and rewarding the section of fans assigned to the player who sings the most correct lyrics with a free cd/song download (which can be distributed w/ voucher, picked up a Will Call, etc.)
Check out the Orlando Magic's "Name that TV Tune" vignettes below:
PLAYERS
DANCE TEAM
PLAYER KARAOKE
In 2009, the Magic organization introduced a humorous "Player Karaoke" vignette... Check it out below:
Are you looking for new ways to leverage athlete endorsers? Are you looking for ways to promote QSR/retail partners?
San Antonio Spurs' forward Matt Bonner has begun a blogging practice that could soon serve as a benchmark for brands looking for new ways to bring their athlete endorsements to life. Bonner features an exclusive blog on the Spurs official homepage called, "The Sandwich Hunter - The Quest for the Hoagie Grail".
Throughout the season, Bonner makes lunchtime visits at local restuarants on game day and features writeups (detailed content, pictures, feedback, etc.) about his experiences.
How can this concept be applied by others in the sports space?
Brands can align with athlete endorsers (and their teams) to feature a designated blog on the team homepage that chronicles a player's visit to a QSR/retail location throughout the season... For products (cpg's, apparel, etc.) the blog could feature X endorser having their picture taken with a famous celebrity (and the product) in every market, etc.
Teams can feature an "On the Road" segment on their homepage that features pictures/video/writeups of players visiting the retail locations/using products of preferred team partners
Lower profile players can leverage blogs (like Bonner has) to score new endorsement deals with partners
With Twitter/blogging becoming a common practice by athletes and brands alike, look for more examples like The Qwest for the Hoagie Grail to come about in the near future!
A special thanks to Alex Vitanye of the Ohio University Center for Sports Administration for his insights and contributions to this column.
Are you looking for new ways to leverage Dunkin' Donuts as a corporate partner? Are you looking for creative ways to leverage signage giveaways and other premium items?
Massivemedia recently executed a terrific guerrilla marketing campaign on behalf of Dunkin' Donuts at a recent major endurance event. Massivemedia featured a sign station where fans could place customized messages on "You Kin' Do It" signs and had a Dunkin' Donuts on-site to engage with consumers.
Check out some pictures of their activation below as well as some links that detail some of Massivemedia's related grassroots campaigns that have been executed on Dunkin' Donuts' behalf:
Dunkin' Donuts Cap Distribution at the NYC Marathon - Click Here
Are you looking to host a premier grassroots basketball tournament? Are you looking for ways to engage the local community?
In 2009, adidas executed a major grassroots basketball campaign called the NBA 5 United Tour that appeared in five (5) major cities across Europe (Athens, Madrid, Rome, Istanbul, London). The tour provided consumers in those cities with the chance to compete in a premier basketball tournament and enjoy a variety of festivities and interactive skills challenges.
Athens - Featured 336 teams (2,088 players) at the Olympic Athletic Center of Athens
Madrid - Featured 257 teams (1,596 players) in front of the IFEMA Feria De Madrid
Rome - Featured 127 teams (779 players) at stadio Flamino
Istanbul - Featured 201 teams (1,223 players) at the grounds of Santralistanbul
London - Featured 114 teams (696 players) in front of the O2 Meridian Gardens
While adidas served as the presenting sponsor of the tournament, EA Sports, Powerade, and the NBA also invested into the tour and had a notable presence on-site. The tour's activities included daily 5v5 games, a three-point shootout, a slam dunk competition, performances by NBA dance teams, and EA Sports Video Arcade competitions.
Is your hockey organization looking for new ways to "go green" on game day? Are you looking for new ways to promote partners who support green initiatives during the game?
A pair of green men have become local legends at Vancouver Canucks games after being shown on CBC television taunting players from opposing teams seated in the penalty box. When opposing players are forced into the box, the "green guys" come up with creative ways to distract the players and attract the attention of fans seated throughout the arena. The Canucks' "green guys" have established an official Facebook page that has generated 14,000+ followers and features a collection of pictures, videos, and fan discussions.
It is hard to depict whether the "green guys" initiative is a team-run initiative (if so, it's becoming a tremendous ploy to drive fan excitement), but whoever is behind the stunt is doing a tremendous job attracting a loyal following.
If league rules permit, other hockey organizations (from all levels) should consider turning the penalty box into a "green experience":
A team partner that supports green initiatives can feature "green-specific" signage in the box, brand two (2) green men seated adjacent to the box (who are there to drive attention to the cause), and distribute green vouchers/giveaways to select sections any time an opposing player is put in the penalty box ... A cheap, creative way to drive awareness for green initiatives!
Check out the Vancouver Canucks' "green guys" in action below:
Are you looking for new ways to leverage hair salon/cosmetic surgeon/exercise and fitness partners? Are you looking for ways to drive fan excitement during stoppages of play?
Take a quick moment and watch an interesting episode that took place at a recent Patriots game when WR Randy Moss caught a glimpse of a fan look-a-like (wearing a Randy Moss mask) on the video board at Gillette stadium...
Teams looking for new ways to leverage cosmetic surgeons, fitness centers, and hair care salon partners, should consider taking a page from the classic makeover segments featured on daytime talk shows that have proven to be a hit with viewers. Properties can feature a "Fan Makeover" or "Fan Look-A-Like" segment during games that will surely drive fan excitement (although it needs to be done in a classy manner).
To execute the initiative, teams can collaborate with a non-traditional partner whose business focuses on physical attributes (hair care, surgeons, fitness partners, tanning salons) to create a segment where three (3) fans who are chosen prior to the game have their new appearances revealed on the video board during halftime festivities or select stoppages of play. Teams can drive fan excitement by giving fans makeovers to resemble players, coaches, popular team personnel, or celebrities that are attending the game.
Consider new ways that you can bring non-traditional partners to life in memorable ways on game day!
Are you looking to create a new, unique mobile marketing campaign? Are you looking for new ways to leverage an alcoholic beverage provider?
In 2008-09, Heineken toured the globe with a captivating mobile marketing tour called the Heineken Extra Cold Experience. The campaign toured major cities across the globe (spanning multiple continents) in an effort to promote the fact that Heineken can be served "extra cold" to drive refreshment.
To demonstrate how consumers feel while drinking an Extra Cold Heineken, the company created a mobile tour experience that featured a collection of engaging elements, including:
A Big Igloo Experience (Where Premiums Were Distributed)
An Ice Bar (With Free Samples)
A Live Stage
Live DJ Entertainment
Heineken Models
Lounging Stations and Giant Ice Cube Chairs
Heineken supported the campaign with a tremendous Facebook Fan Page filled with tons of pictures, videos, and consumer feedback.
Check out a few videos that detail the incredible experience Heineken is offering consumers (and how they created it):
Check out the Heineken Extra Cold Experience campaign microsite below (geared towards the European marketplace):
Are you looking for new ways to drive global awareness and leverage key holidays? Are you looking for ways to break the traditional mold of sports marketing?
Red Bull is kicking off the Year 2010 and a new decade of excitement with a New Years Bang that will surely generate watercooler discussion on Monday. Red Bull's "New Year. No Limits." campaign will feature stunt artist Travis Pastrana testing the laws of physics by attempting a 171-foot long distance jump in a rally car.
The stunt, set to take place at the Pine Street Pier in Long Beach, California, will be featured live on ESPN on New Years Eve at 11pm. The stunt will grab the attention of millions of consumers who are turning on their television (or watching at a local bar/establishment where ESPN is always being shown) for some quality New years entertainment.
Red Bull's "New Year. No Limits." festivities demonstrate how a brand can "own" a holiday with a captivating moment in sports, despite a tremendous amount of clutter (traditional New Years Eve coverage, bowl games, anticipation for the NHL Winter Classic, NFL/NBA/NHL, etc.).
ESPN is supporting coverage of the event with mobile text updates for those consumers who will be situated away from the television. To drive anticipation for the event, Red Bull created an incredible microsite (as shown below) that features viral content, live Twitter feed integration, details about the stunt/party information/locale, and additional press.
Check out the microsite and some of the viral pieces below:
Are you looking for new ways to leverage a grooming/hair care partner? Are you looking to create a captivating campaign around your team's playoff run?
Molson Canadian created a humorous "Official Guide to Playoff Grooming" vignette to support its NHL activation in 2009. The company supported the campaign by asking fans to submit their own unique hockey grooming styles on the Molson Canadian Facebook page (www.facebook.com/molsoncanadian) for the chance to win a Molson Canadian beer fridge. Hundreds of fans responded to the call-to-action and the campaign turned out to be a nice success.
Check out Molson Canadian's Official Guide to Playoff Grooming clip below:
Are you looking for new ways to leverage paint and home improvement vendors? Are you looking to create new video board vignettes to feature in your arena?
The Indianapolis Colts teamed up with Sherwin Williams to create a "Paint Your Face Cam" that is featured on the video board at Lucas Oil Stadium. While fans likely would not want to paint their face with the same paint materials they would purchase at their local home improvement store, the feature does a great job tying paint into the game experience. It is simple, yet memorable on game day.
Check out a picture of the activation tactic below:
Are you looking for new ways to peak consumer interest on game day? Are you looking for ways to support a new product launch?
adidas recently called on a tremendous team of soccer freestylers to support the launch of the new World Cup Football Jabulani in Sweden. Check out adidas' impressive display of skills below:
Are you interested in learning how brands are leveraging sports in the Far East? Are you looking for new ways to drive awareness at X-Games and skateboarding events?
Nike and Mountain Dew have done a tremendous job aligning with skateboarding events to establish a presence in the Far East. The enclosed video details the two (2) brands' branding and activation at a recent SMP Skate or Ride Event in Shanghai, China.
Are you looking for new ways to leverage University partners? Are you looking for ways to enhance your partnership recaps?
The following clip does a tremendous job summarizing all of the assets that Meritus University receives as part of its ongoing partnership with Maple Leaf Sports & Entertainment. Check it out below (as well as the related footage in the right panel of detailed activation shots):
Are you looking for new ways to speak directly to high class, middle-aged consumers? Are you looking for new ways to leverage sports without spending large sums of money on official partnership agreements?
Charles Schwab, the Official Investment Firm of the PGA Tour and the Champions Tour, recently launched a creative messaging campaign that speaks directly to its middle-aged, affluent consumer base. The company created a "Talk to a Pro" campaign that enables consumers to receive a series of tips from Tiger Woods' swing coach Hank Haney.
Schwab is supporting the campaign with the messaging philosophy that states "Whether you need help with your investments or your golf game, sometimes it helps to talk to a pro."
The exclusive Hank Haney video series features five (5) vignettes detailing Haney's philosophies of golf and seven (7) videos offering exclusive tips for golfers. On the microsite, consumers can also take a Mental Game Assessment and experiment with a variety of investing tools. The firm is supporting the campaign with features on its official Facebook page.
Charles Schwab's partnership with Hank Haney serves as a great benchmark for companies looking for new ways to connect with avid sports fans/participants without paying large sums of rights fees. Although Schwab has a significant investment as an Official PGA Tour and Champions Tour sponsor, this effective PSA agreement could have likely been done without an Official affiliation.
Keith Becker, UOSportsDude.comAre you looking for new icons to leverage at sporting events? Are you looking for new ways to drive awareness in a cluttered stadium environment?
In 2009, Two (2) Warsaw Sports Marketing Center students - Steven Strand and Daniel Cogan - were hired by a New York-based agency called Mr. Youth to serve as brand ambassadors for Hewlett Packard on the University of Oregon's campus. The role tasked the two (2) students with creating a captivating marketing campaign that effectively drove awareness for the HP brand on campus.
Strand and Cogan put their sports marketing expertise to work by identifying The Oregon Green Man as an icon on campus that they could leverage without having to purchase official marketing rights (HP is not an Official Sponsor of the University of Oregon Athletics Department) to drive awareness. The two (2) parties collaborated to create an exclusive HP tailgate prior to the team's home game versus Arizona State that featured an appearance by The Oregon Green Man.
To drive awareness for the event, The Oregon Green Man posted several updates on his Facebook account (with 3,000 followers), attracting the attention of the Oregon Daily Emerald, a student-run newspaper. The tailgate attracted 300+ students who visited the tailgate for a chance to have their picture with The Oregon Green man and check out the new HP computers on display. The Green Man also placed HP stickers on his "green suit" which was picked up several times on ESPN and DuckVision during the game (driving thousands of valuable impressions for the brand).
The initiative serves as a great example of the ways top sports graduate programs can drive value for brands and sports organizations. Check back for more related examples of this!
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Monday, January 25, 2010 at 11:33PM 
