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Entries from April 1, 2011 - April 30, 2011

Thursday
Apr282011

The Dallas Mavericks Distribute Playoff Tickets with Augmented Reality Functionality

The Dallas Mavericks partnered with Qualcomm and Big Playar to distribute 2011 NBA Playoff tickets with augmented reality functionality, an extremely novel fan engagement tool.

Fans who had an Android phone were able to scan an image of a Mavericks player on their game tickets to receive immediate access to an interactive game on their phone. Fan participation was guided by a set of instructions featured on the back of the team's ticket stubs, which required fans to download the Mavs AR app in the Android market and hover their phone over their ticket to access the game. 

Mavs fans attending the game who did not have an Android phone could play the game at various phone zones situated through the American Airlines Center.  

It will be very interesting to see if more teams begin to experiment with ticketing-based augmented reality applications. As fans look to engage fans in new ways prior to games and during the offseason when season ticket mailers are distributed to fans, interactive augmented reality extensions could provide a perfect solution. While there are currently some drawbacks (fans can only use select smartphones / need to download the AR app to interact), these hurdles will soon be overcome as technology evolves and apps become even easier to access.

Check out a video detailing the Dallas Mavericks' augmented reality ticketing initiative below!

Thursday
Apr282011

St. George Bank Uses a Vault to Engage Fans On-Site

St. George Bank recently teamed up with Traffik, Australia's leading experiential marketing agency, to create a terrific bank vault activation display in support of its official naming rights sponsorship of the St. George Bank Dragons, a professional Australian rugby team.

St. George Bank and Traffik devised a "Bolt for the Vault" halftime entertainment challenge that provides fans a chance to crack the code of a massive 2m x 2m bank vault for the chance to instantly win $5,000. Once the vault is launched at the team's Round 8 National Rugby match against the Parramatta Eels, it will remain a permanent fixture in the stadium at home Dragons games throughout the 2011 season.

St. George Bank has been a proud sponsor of the team for 30+ years and has worked with Traffik to create engaging experiential campaigns for over ten years.

The bank vault concept serves as a great way for financial partners to engage and reward fans on-site at sporting events, whether it's a part of halftime entertainment or an activation display. By creating an element of suspense along with providing a chance to win, banks can easily win over a fan base looking for additional entertainment value at live sporting events. Check out some photos of Traffik's execution below!

 

 

Monday
Apr252011

Red Bull Goes Extreme with Pond Skimming in Russia

As Red Bull continues to revolutionize the extreme sports space, it recently launched a tremendous event in St. Petersburg, Russia that could have some promising implications in the United States.

Red Bull unveiled a pond skimming competition that featured 120+ costumed snowboarders riding down a sloped hill and launching themselves into a pool of icy water. The contest proved to be a hit with onlookers and would likely be a great addition to an X-Games or Dew Tour event in the United States.

As brands look for new ways to activate outside the box, the opportunities are endless in the extreme sports space - a notion that Red Bull and Nike continue to prove on a regular basis.

Check out the captivating Red Bull Pond Skimming event below:

Monday
Apr252011

Budweiser Scores with PoolBall Concept in Nightlife Settings

Anheuser-Busch recently teamed up with Ogilvy Argentina to create a brilliant interactive game designed to engage soccer enthusiasts in nightlife settings. The collaborating parties developed an exclusive "PoolBall" event that allows teams to compete head-to-head in a game that resembles pool but is played by using soccer skills.

At several pubs throughout Buenos Aires, Anheuser-Busch set up a massive 7x3 meter pool table that served as the stage for the event. Teams were challenged with kicking 15 soccer balls, reskinned to resemble pool balls, into goals positioned in place of each of the pockets of a pool table. The interactive game was designed to drive awareness and engagement around AB's Budweiser brand.

The "PoolBall" concept has certainly generated a significant amount of buzz across the world in a matter of days/weeks and will likely surface in the United States at some point. Look for PoolBall to take place at a pub near you!

Source: Creativity-Online.com

Monday
Apr252011

The Thunder Create The Blue Alliance to Drive Fan Engagement

The Oklahoma City Thunder teamed up with Old Hat Creative to create a brilliant online and community fan engagement strategy - The Thunder Blue Alliance - that allows fans from all areas of Oklahoma to become team ambassadors for their communities.

Fans interested in participating in the Blue Alliance initiative simply have to:

  • Log on to the official Blue Alliance landing page
  • View an interactive map of the state of Oklahoma and click on a flag that designates the area of the state that they live in (or apply to represent their city)
  • Submit their testimonial video or photos and an essay telling the Thunder why they would be a great Blue Alliance Captain for their home town  

Once fans are selected as Blue Alliance Captains, they are tasked with representing the team in their hometown via:

  • Organizing team watch parties
  • Monitoring a Facebook community page (each fan club area of the state is provided a Facebook community page)
  • Assist with local team-oriented promotional initiatives
  • Communicate with fellow members

Blue Alliance Captains receive a number of perks for representing their hometown, including:

  • Welcome letter
  • Game ticket voucher
  • Personalized Thunder ID card
  • Thunder yard flag and pole flag
  • License plate frame
  • Embroidered Blue Alliance polo
  • Opportunity to attend semi-annual Blue Alliance meetings and special events

The Thunder Blue Alliance has been rolled out in a two (2) phase strategy, with the first phase generating a tremendous response from fans looking for new ways to engage with the team, demonstrate their avidity, and take a leadership role in their community. The platform's strategic use of Facebook groups allows it to be easily manageable for team stakeholders, community leaders, and participants.

Looking for more teams to roll out similar platforms to engage fans statewide, nationwide, and across the globe!

   

Wednesday
Apr202011

April 2011 Partnership Activation 2.0 Newsletter

Thank you for your continued interest in Partnership Activation and taking the time to come check out the new April 2011 Issue of the Partnership Activation 2.0 newsletter. I hope you enjoy the content in this issue, as it's the most extensive newsletter that we have released to date!

After reviewing the newsletter, we would really appreciate it if you would be willing to share it with friends via email, Twitter, Facebook, LinkedIn, personal blogs, and other channels of communication. To keep things simple, here is a shortened URL that you can use: http://bit.ly/hY1cGj

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

  • Virtual Advertising
  • Brands with a Presence at Bracket Town in 2011
  • Creative Sports Business Tactics from the Barclays Premier League
  • Activation Tactic of the Month: Hooters' Spring Training Activation
  • Conxeo / PropertyPort
  • Great Sports Marketing Tactics in the News
  • SportsPro Magazine
  • Creativity in the Sports Marketplace
  • April 2011 Partnership Activation Rising Stars
  • Ticketing Watch - St. Louis Cardinals
  • Social Media Watch - Cleveland Indians
  • The 2011 Powerade Jam Fest
  • 5 #SportsBiz Professionals You Must Follow on Twitter
  • Activation and Branding from the 2011 Final Four
  • The 2011 Cricket World Cup... At a Glance
  • Technology That May Soon Save You Money On Staffing Expenses
  • Major League Soccer... Like You've Never Seen It Before
  • Idea Box

Click here to check out the April 2011 Partnership Activation 2.0 Newsletter, connect with other readers in the official Partnership Activation LinkedIn Group, and follow Brian Gainor on Twitter for additional sponsorship/marketing tactics throughout the month!

If you are interested in signing up for the newsletter, please send an email with "Subscribe" in the subject line to newsletter@partnershipactivation.com. In the body of the email, please include your name, company affiliation, and contact information when subscribing. 

Sunday
Apr172011

Virgin Mobile and Lady Gaga Team Up To Form a True Partnership

Since 2009, Virgin Mobile has done an incredible job leveraging its presenting sponsorship of Lady Gaga's Monster Ball Tour. While sponsors commonly sponsor a musician/tour to generate awareness and buzz amongst a core consumer base in major markets nationwide, Virgin Mobile has gone to extra lengths to ensure that its partnership with Gaga delivers much, much more.

The prepaid cell phone company has teamed up with Gaga to promote a number of cause related initiatives, including efforts to combat youth homelessness (specifically LGBT youth) and encourage consumers to become volunteers. Virgin Mobile also reaps value from the partnership via live concert integration, tour branding elements, VIP initiatives, and more.

Over the past three (3) years, Virgin Mobile's activation tactics have included:

  • Virgin Mobile and Lady Gaga recently teamed up to create a promotional contest in which ten (10) bloggers are selected as official tour bloggers and are provided with exclusive access to the show and the venue
    • The promotion is designed to help Virgin Mobile reach one (1) million Facebook "likes" by the end of 2011
    • Contestants are encouraged to submit video entries to VirginMobileLive.com and then the general public has the chance to vote on them via Facebook
  • Virgin Mobile and Lady Gaga are partnering with homeless youth organizations and other LGBT youth organizations to provide volunteers who are willing to donate eight (8) hours of their time to help LGBT youth with free concert tickets - read more here
  • Virgin Mobile has completely wrapped the official Lady Gaga tour bus and created an official microsite in support of the partnership (LadyVirginMobile.com)
  • Virgin Mobile and Lady Gaga have teamed up to create a FastPass initiative on LadyVirginMobile.com where consumers can sign up to be one (1) of 200 Monsters to skip the line with a special FastPass QR code and have their picture taken on the way in that is featured on the official tour site
  • During live concerts, Virgin Mobile sponsors a segment where Lady Gaga calls one lucky fan in attendance, notifies the recipient that Virgin Mobile gives her $20,000 to donate the charity of her choice, and invites the lucky fan to come meet her backstage... in front of all fans in attendance. The live concert integration serves as a concept that sports organizations could look to replicate (having one alum call a lucky fan in the stands and reward them with free X while having it all captured live on the scoreboard). Check out the initiative below: 

Friday
Apr152011

The Portland Timbers Army Sing the National Anthem

The Portland Timbers kicked off their 2011 MLS season at home, the new Jeld-Wen Field, by allowing the Timbers Army (the team's fanbase) to sing the National Anthem.

Check out this incredible fan-friendly tactic that helped ring in a new era of soccer in Portland!

Friday
Apr152011

Portland Timbers Fans Enjoy Exclusive Benefits in The Axe Society

The Portland Timbers of Major League Soccer created an exclusive fan membership club called The Axe Society to celebrate the team's founding season ticket holders during the team's first year of existence. Fans who became Portland Timbers season ticket holders by December 31, 2010 were given a lifetime membership into The Axe Society - an entitlement that includes a number of exclusive benefits:

  • Your name listed on a permanent display in the stadium
  • Your name listed on PortlandTimbers.com
  • Your name listed in the Portland Timbers souvenir program
  • A commemorative inaugural-season gift exclusive to Axe Society members
  • Access to exclusive Axe Society events
  • Annual Axe Society membership card good for additional discounts at the Timbers team store
  • Exclusive promotions that can be accessed only by Axe Society members

Note: For fans to maintain their exclusive Axe Society membership, the team has noted that they must invest each year in at least one (1) Timbers full-season seat.

While creating a fan club to honor fans during a team's inaugural year is not a relatively novel concept in sports, what's extraordinary in this instance is the Portland Timbers' execution of The Axe Society. The team has done an exceptional job bringing the program to life, featuring prominent displays throughout Jeld-Wen Field and delivering a number of exclusive benefits for fans.

The Portland Timbers have quickly emerged as a first-class organization and their new stadium facility is pretty remarkable. Check out some photos of Jeld-Wen Field here.

 

Friday
Apr152011

Partnership Activation Goes Live on the Row Show

If you have a few minutes available, check out the new episode of the Row Show, one of the premier sports business talk shows in sports! I had the privilege of being featured on the show as a guest speaker and would encourage you to check it out on a bi-weekly basis.

Jason Cole and Jonathan Dusing do an incredible job highlighting recent trends and technologies in the space - everything from social and mobile media to innovative marketing practices.

Here is a quick rundown of some recent guest speakers on the show:

Episode 43 - Brian Gainor, GMR Marketing and Partnership Activation

Episode 41 - Jamie Diloreto, Boston College Athletics

Episode 38 - Brian Bowsher, Marquette Athletics

Episode 36 - Craig Pintens, LSU Athletics

Episode 33 - Dan Harbison, Portland Trail Blazers

Episode 30 - Brendan Wilhide, Sports in 140

Episode 27 - Sam Taggart, Vaynermedia

Episode 25 - Jeramie McPeek, Phoenix Suns

Episode 20 - Russell Scibetti, New York Jets and TheBusinessofSports.com

Episode 12 - Andy Rentmeester, Oakland Raiders

 

Thursday
Apr142011

LeBron James and HP Team Up to Create a New Cartoon Series, "The LeBrons"

LeBron James has teamed up with HP to create a new online cartoon series entitled "The LeBrons" that is designed to engage fans of all ages, but notably kids. LeBron has embarked on a brilliant online content strategy that allows him to integrate his corporate partners into the mix, with characters in the series wearing Nike apparel, using HP products, using Bing for web searches, and listening to Beats by Dre headphones.

In just 10 days, the first episode of The Lebrons has attracted nearly 800,000 views on YouTube and the second episode has attracted nearly 300,000 views in just a matter of days.

The LeBrons web series is just another example of how professional athletes can further build their brands into a complete empire using a variety of channels (social media, television, retail, etc.). Athletes no longer rely on the media to drive their brand - they drive it themselves. The Lebrons series is hosted on a designated YouTube page that features advertising courtesy of LeBron's portfolio of corporate partners (Bing, Sprite, Nike, HP, etc.).

The animated cartoon series features four (4) different versions of LeBron and effectively ties back to LeBron's kid-friendly Nike campaign that dates back a few years. Check out the first two episodes of "The LeBrons" below as well as a trailer that provides a sneak peak of other things you can expect from the series:

Thursday
Apr142011

Dale Jr. Shows That Pranks Go a Long Way in the Shop

As sports organizations look to post compelling content on their social media channels, many have struck gold with behind-the-scenes tricks, skill shots, and pranks. While this content has become rather common with professional teams, who capture players during practice, team outings, and trips, we haven't seen it as much in the world of NASCAR - until now.

Dale Jr. and the JR Motorsports team recently played a prank on staff members at a Suave Men Production Day that caught many by surprise... and they captured it on camera. The crew set up a cooler that contained a fake giant snake that they knew would generate some excitement.

Check it out below:

Monday
Apr112011

Provide Fans with "Instant Rewards" for their Venue Check-Ins

As geolocation based services (Foursquare, Gowalla, and Facebook Places) begin to play a larger role in the sports space, sports organizations should consider ways to instantly reward fans for their actions. Fans commonly "check-in" while attending games for a number of reasons, including interaction with other fans in attendance, sharing stadium photos, tips, and insights, and browsing various "check-in" locations throughout the stadium.

But while this engagement is appealing to some, teams will likely need to begin providing fans with incentives to continue their actions, especially as geolocation based services remain in the early adoption phase. As sports organizations look to engage their corporate partners in their social media and geolocation based marketing efforts, a true opportunity exists with "instant rewards".

GranataPet Snack, a German-based pet food company, recently created an interactive billboard display that rewarded all consumers who "checked-in" on Foursquare while walking their dog in front of the area. The interactive dispenser, triggered by a sensor, engaged hundreds of consumers and created an instant case study for brands and organizations looking to reward consumers in real-time for their actions on Foursquare.

Teams can look to create a similar interactive display within the concourse (or adjacent to the ticket box office outside the stadium/arena during the off-season) that engages and rewards fans for their actions. Teams could provide a variety of low-budget items to consumers to create an element of surprise, including exclusive promotional giveaways, leftover premium items, autographed merchandise, t-shirts, mascot rewards, and products/services provided by corporate partners.

GrenataPet Snack reportedly worked with a German-based agency called Agenta to execute the campaign. We'll be on the lookout for vendors that can build and execute an interactive Foursquare-based prizing system!

 

Monday
Apr112011

Knicks Fans "Like" What They See with Splash Page on Knicks.com

As the New York Knicks head into the 2011 NBA Playoffs, the team is featuring a terrific splash page on its official website, http://www.nba.com/knicks (ala Knicks.com), that encourages fans to "like" their official Facebook page. The creative digital marketing tactic serves as an effective way to drive interest and awareness for the team's social media initatives amongst 200,000 unique site visitors per day (per Compete.com, the Knicks' website attracted 6.2MM unique visitors in February 2011).

To drive fan participation in their social media efforts, the Knicks are offering a variety of incentives, including access to an exclusive pre-sale for all playoff tickets, a chance to win a pair of free tickets to see the Knicks take on the Chicago Bulls on April 12th, and a chance to win a $50 gift card that is redeemable via the Knicks' official online team store.

Once fans click through the splash page, the Knicks are providing a call-to-action via interactive digital inventory on the team's official website. Since the Splash page was posted on March 12, "likes on the New York Knicks' Facebook page were up 27% (130K total) and their Monthly Active Users spiked 18%... pretty remarkable success.

Check out some visualizations of the campaign below. Hats off to the Knicks on executing such a terrific campaign!

A special thanks to Lowell Berg of Ohio University for his insights and contributions to this column!

 

 

Monday
Apr112011

If You Want to Get a Job in Sports - Read This.

When was the last time you came across a passage that you felt was so compelling that you wanted to share it with all of your friends and colleagues in the industry? For some, this exercise takes place every day. For others, just once or twice per year.

I recently had an opportunity to read Seth Godin's latest New York Times bestseller, Linchpin, and there was one particular section that I felt was truly insightful and applicable to all sports business professionals, notably job seekers and those looking to take that "next step" in their career.

Enjoy.

I wanted to send a special thanks to Jason Belzer of GAME, Inc. for thinking of me and sharing Linchpin - what a terrific read. If you have a moment, check out all of the terrific things that Jason is doing with GAME Inc., including the launch of a company new website

Do You Need a Resume?

This is controversial, but here it goes: if you’re remarkable, amazing, or just plain spectacular, you probably shouldn’t have a resume at all. If you’ve got experience in doing the things that make you a linchpin, a resume hides that fact. A resume gives the employer everything that she needs to reject you.

Once you send me your resume, I can say, “Oh they’re missing this or they’re missing that,” and boom, you’re out. Having a resume begs for you to get a job as a cog in a giant machine. More fodder for the corporate behemoth. That might be fine for average folks looking for a average job, but is that what you deserve?

The very system that produced standardized tests and command-and-control model that chokes us also invented the resume. The system, the industrialists, the factory … they want us to be cogs in their machine – easily replaceable, hopeless, cheap cogs.

If you don’t have a resume, what do you have? How about three extraordinary letters of recommendation from people the employer knows or respects? Or a sophisticated project an employer can see or touch? Or a reputation that precedes you? Or a blog that is so compelling and insightful that they have no choice but to follow up?

Some say, “Well that’s fine, but I don’t have those those.” Yea, that’s my point. If you don’t have these things, what leads you to believe that you are remarkable, amazing, or just plain spectacular? It sounds to be like if you don’t have more than a resume, you’ve been brainwashed into compliance.

Great jobs, world-class jobs, jobs people kill for – those jobs don’t get filled by people emailing in resumes.

The only way to prove (as opposed to assert) that you are an indispensible linchpin – someone worth recruiting, moving to the top of the pile, and hiring – is to show, not tell. Projects are the new resumes. If your Google search isn’t what you want (need) it to be, then change it.

Change it through your actions and connections and generosity. Change it by so over-delivering that people post about you. Change it by creating a blog that is so insightful about your area of expertise that others refer to it. And change it by helping other people online.

Wednesday
Apr062011

WWE Delivers a Memorable Experience for Sponsors and Fans at Wrestlemania Axxess

When it comes to putting on marquee events, WWE is widely considered to be one of the best in the business. WWE showcased its prowess on Sunday when it attracted a record-setting 71,617 fans to the Georgia Dome for Wrestlemania XXVII.

The event grossed $6.6 million in ticket sales and attracted avid wrestling fans from all 50 states and 30 countries worldwide, including Snookie and several other pop-culture icons. Millions of consumers tuned in to watch the live PPV broadcast, which was aired in 100+ countries and 20 different languages.

From a consumer engagement standpoint, WWE teamed up with several promotional partners to create a WrestleMania Axxess event that serves as the ultimate fan fest for wrestling enthusiasts. At the event, fans were treated to meet-n-greets with their favorite WWE personalities, several photo booth displays (Vince McMahon's office, etc.), live ringside entertainment, Q&A's, memorabilia stands, and more. It's important that all the entertainment came at a price for fans too - admission is $35 for the 4-day event leading up to the marquee Wrestlemania event on Sunday evening.

From a promotional partner standpoint, enclosed is a quick breakdown of the on-site activity at WrestleMania Axxess:

  • The National Guard - As the presenting sponsor, featured a tent display, showcars, etc.
  • Slim Jim - Displayed a Slim Jim Spicy Town climbing wall as part of a larger footprint
  • THQ - Featured an extensive WWE All-Stars Video Game Zone
  • XFINITY - Featured video game displays, Plinko, information kiosks, and more
  • Skittles - Featured an mechanical Skittles candy package (that consumers could try to ride)
  • TWIX - Featured a WWE Superstars autograph booth
  • Mattel - Displayed a full collection of action figures

Click here to see a complete gallery of photos detailing activation and entertainment at the WrestleMania Axxess event!  

 

A special thanks to Chris Boggs of GMR Marketing for his insights and contributions to this column!

Wednesday
Apr062011

UT Chattanooga Uses April Fools Prank to Drive Ticket Sales

The University of Tennessee at Chattanooga Athletics Department played a clever trick on their loyal fanbase on Friday, April 1st (April Fools Day) that served as a great way to generate excitement around the upcoming football season.

UT Chattanooga posted an announcement on their Athletics Website declaring that the University would be officially changing their school colors from traditional Blue to an environmentally friendly Green. The extensive writeup included mockups of the new school logo, quotes from UTC Athletic Director Rick Hart, and even an official "Blue + Gold = Green" tagline that supported the overall campaign.

The real trick was played on fans when they attempted to click on several hyperlinks throughout the official announcement to learn more. The hyperlinks were directed to a landing page declaring to readers that the campaign was an April Fools Joke and as a reward for their active participation, they would receive a special one-day ticket offer for the upcoming 2011 football season. Fans could receive (1) free meal voucher for each of UTC's home games during the 2011 season with the purchase of season tickets.

UTC's April Fools Day campaign was very clever and well-thought out... a simple way to generate some buzz around non-traditional holidays throughout the calendar year. Per GoMocs.com, the campaign generated 2,000 unique hits in the 16 hours it was featured live on the site - four (4) times the amount of traffic a non-preview/recap story would normally receive. The campaign ended up generating 31 new season ticket sales in 16 hours, which is a pretty notable figure given the fact that the University has a season ticketholder base just over 2,600.

Click here to learn more about the results of the campaign.

 

 

Sunday
Apr032011

McDonald's Capitalizes on Cubs Fever with Clever Billboard

McDonald's is capitalizing on the buzz surrounding the 2011 Chicago Cubs baseball season with a terrific billboard display just outside Wrigley Field. The billboard uses McDonald's french fries to illustrate the laces of a baseball - an absolutely brilliant marketing campaign.

Look for more creative marketing tactics to come throughout the season!

Source: Kelly Hafermann's Flickr Photostream 

Friday
Apr012011

The Phillie Phanatic Treats Fans to a Lady Gaga Performance on Opening Day

The Philadelphia Phillies and their mascot, the Phillie Phanatic, treated their fans on Opening Day to a special performance from "Lady Pha Pha". For the second consecutive year, the Phillie Phanatic revealed his inner pop star through an elaborate Lady Gaga performance.

Heading into the sixth inning, a group of actors carried a large egg onto the field at Citizens Bank Park, only to have the Phillie Phanatic emerge to the delight of fans.

Check out the two acts below:

Opening Day 2011

Opening Day 2010