Belle Tire Hits a Home Run with Tigers Promotion...

Are you looking for new ways to reward fans based on team performance? Are you looking for ways to make your tunnel signage interactive?

During the 2009 MLB season, Belle Tire and the Detroit Tigers teamed up to create a "Belle Tire Blast Contest" that ties an interactive promotion*to the corporate partner's tunnel signage at Comerica Park. Each time a Detroit Tiger hits a home run into the Belle Tire Blast Zone (the tunnel signage located in right field), one (1) lucky fan's name whose name is drawn that night can win an exclusive prize package.

For a chance to win, fans can either enter the drawing at online or at any Belle Tire location.The exclusiveprize package, valued at $750, includes:

• A family four (4) pack of tickets to a future Detroit Tigers Game
• A set of four (4) Goodyear Tires
• A gift certificate for an Amsoil Oil Change at Belle Tire
• Detroit Tigers merchandise
• An HD Car Connect Radio

* Click here for the official rules and information.

Sony Ericsson Invades Toronto to Promote WTA...

Are you looking for ways to make a splash in major media markets? Are you looking for unconventional ways to drive awareness for a team/league?

Sony Ericsson recently featured a guerrilla-style street tennis exhibition in downtown Toronto to promote the start of the WTA Rogers Cup. The global phone manufacturer, known for executing unique stunts, relied on a small team of staff to create a special street court environment on Toronto's Yonge Street for tennis stars Ana Ivanovic and Caroline Wozniacki to compete in a unique fashion.

The street-style tennis promotion served as an effective way for Sony Ericsson to drive some attention around its title sponsorship of the WTA Tour. The stunt took place on Toronto's Yonge Street, the longest (and one of the most traveled) street in Canada.

Check out Sony Ericsson's execution of the event below:

Event Photos: JCaterer's Flickr Photos

Partnership Activation 2.0 - August 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 August 2009 Partnership Activation 2.0 monthly newsletter. If you like what you see, please pass it along to three (3) friends in the industry who also may enjoy some of the insights shared in the newsletter.

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

• LCD Golf Bag Advertising
• The Puma Street Meet Tour
• Developing Ongoing Conversations with Fans
• ESPN The Magazine Partners with Crown Equipment Corp.
• Crowd ID Impacting the Sports Marketplace
• Joe Favorito's Sports Marketing & PR Pros Newsletter
• The August Recipients of the Partnership Activation Rising Stars Program
• Ways to Leverage a McDonald's Partnership
• The Carlton Draught Plastic Cup Race

*For those interested in subscribing/unsubscribing to the newsletter distribution list (who have not already done so), please send an email to newsletter@partnershipactivation.com and include "subscribe" or "unsubscribe" in the subject line. Please also include your full name, company affiliation, and contact information when subscribing.

Check out the August 2009 Issue now... and don't forget to pass it along to some friends!

The Big East Flirts with Social Media...

Are you looking for new ways to commemorate historic games? Are you looking for new ways to leverage social media in the collegiate space?

In July, the Big East officially launched SixOvertimes.com, a microsite designed to commemorate the historic 2009 men's basketball quarterfinal game between the Syracuse Orangemen and the UConn Huskies. The site, created by row27 Studios (located in Minneapolis, MN), features 10+ minutes of video from the game, including an eye-catching introduction video and a vignette detailing each overtime period of play. Users can also purchase an exclusive DVD and several photos on the site and check out box scores, player profiles, and key facts from the game.

The SixOvertimes microsite is extremely interesting because it could signal the start of a new trend in collegiate athletics (and all of sports for that matter) - conferences and athletic departments creating microsites around individual matchups/historic games to drive incremental revenue. To make the site a viral phenomenon, Big East officials provide users the opportunity to share the site's content through email, Facebook, Twitter, and MySpace (check out the Big East on Twitter - @BigEastChamps). 

Users who click the Twitter function on SixOvertimes.com find that it automatically pastes a message into their Twitter stream (Relive One of the Greatest Basketball Games in Big East History http://SixOvertimes.com) to share with colleagues and friends.

A special thanks to Garret Munro of the Ohio University Center for Sports Administration for his insights and contributions to this column! 

Source: SyracuseAthletics.com

The Atlanta Falcons Take Web Search to the Next Level...

Are you looking for new ways to reward your fanbase? Are you looking for new ways to incorporate technology into your website offerings?

The Atlanta Falcons currently offer a unique technological feature on their team website - My Falcons Search - that is sure to drive a significant amount of eyeballs (and clicks) in the sports marketplace. The Falcons created My Falcons Search, an online portal dedicated to helping the team's fans earn "swag points" that they can redeem for Atlanta Falcons merchandise.

In other words, My Falcons Search is a downloadable search engine (operating just like Google) that Falcons fans can use to get free Falcons merchandise just for searching the web! Each time users search (using My Falcons Search) they have a chance to earn 1 to 5 Swag Bucks, with the chance to earn up to 50 points on Fridays. Users can redeem their Swag Bucks for thousands of prizes, including the chance to win Grand Prize VIP prizes. To win Swag Bucks, all fans have to do is either login and scour the web on the My Falcons Search page or use a downloadable toolbar.

Other sports entities offering a similar consumer-rewards search technology function include:

• Jacksonville Jaguars (Jaguar Search)
• Green Bay Packers (My Packers Search)
• New Orleans Saints (My Saints Search)
• Cincinnati Bengals (My Bengals Search)
• San Diego Chargers (My Chargers Search)
• Indianapolis Colts (My Colts Search)
• Indiana Pacers (Blue and Gold Search)
• Allen Iverson (Search with Allen Iverson)
• Randy Moss (Search & Win with Randy Moss)

Boost Game Day Sales with Vending Machines...

Are you looking for ways to drive concessions sales while reducing staffing costs? Are you looking for new ways to enhance stadium merchandise/concessions offerings?

As stadium operators constantly look for new ways to enhance stadium concessions and the overall game day experience, they should consider some incorporating some new vending innovations. Trendhunter.com recently created a "60 Vending Machines of the Future" piece that could have some strong implications in the sports marketplace. Here are a few examples:

Offer Free Drink Vending Machines

The Apex Corp, a vending machine operator, is expected to roll out a service soon that allows consumers to receive free beverages from vending machines for watching :30 advertisements. Vending machines are being turned into a new medium for marketers to reward consumers who are willing to watch/entertain their advertisements (by paying a partial/full cost of the product).

Offer Luxury Coffee Vending Machines

Starbucks has introduced a string of Hot Drink machines to the marketplace that help the brand satisfy consumer demand in areas where their stores cannot be placed (hockey rinks, outdoor events, office break rooms, grocery retail locations, etc.). The self-serve expresso kiosks were featured in 86 Albertsons retail locations nationwide in 2008. The UK's coffee machine operator LTT Vending saw a 55% increase in sales over the past year as consumers sought cheaper alternatives to Starbucks, etc.

 

Offer Exclusive Merchandise Vending Machines

Teams should consider aligning with exclusive apparel providers to sell exclusive team apparel/merchandise in select vending machines around the concourse. From another angle, sports organizations can align with hotel chains and retail partners to feature vending machines offering limited edition merchandise at their respective locations (poolside, etc.). Quicksilver recently aligned with the standard hotel to design an exclusive line of swimwear that is sold at poolside vending machines.

Leverage Redbox (or DVDPlay)

Sports organizations should consider aligning with Redbox to feature their championship DVD's, season highlights, game tapes, and specialty shows (Behind-the-scenes looks at the Cheerleader Calendar, Mascot outtakes, etc.) in Red Box machines throughout the local marketplace. Sponsors can front load/back load these videos with sponsor messaging to help cover any upfront costs, etc.

Offer Customizable Beverage Dispensers

Coca-Cola recently unveiled a customizable drink dispenser called the "Freestyle" that enables consumers to mix and match their favorite flavors. The select Coca-Cola vending machines, which will be rolled out in California and Orgeon in 2009, will offer 140 different assortments of flavors for consumers to choose from (based on the color, calorie, and caffeine content they prefer).

Feature Sun Screen Vending Machines

Tours taking place in outdoor environments (AVP, Extreme Sports, etc.) should consider featuring Sunscreen Mist vending machines in their event footprints. The special vending machines dispense both sunscreen (in a variety of SPF's) and self-tanning products for consumers to take advantage of and enjoy. 

Feature SMS Vending Machines

Fosfor, a Belgian marketing agency, created a vending machine called the Boobox that enables consumers to receive free goodies in exchange for simply submitting a free SMS message (a way for companies to build a mobile database in an inexpensive manner if the product price is minimal). Each submitted SMS message gives a bounce back access code that can be used to order a product from the vending machine.

Player ID Card Vending Dispensers

In a partnership with a local DMV, etc. teams can feature unique vending machines in stadium concourses that enable fans to purchase fake player ID's. The team can sell the ID's (at a fixed low-dollar price point) as a collectible that fans can keep in their wallets. To fund the project, teams can sign on a title sponsor who receives branding on the back of the card, etc.

Each player's ID would mirror a drivers license (featuring their height, weight, hometown, etc.) and potentially could be redeemed for exclusive experiences, etc. This would be a very interesting concept for a marketing agency to implement in NASCAR (feature vending machines around the track where fans can purchase a fake Jeff Gordon drivers license for the chance to win a trip to the Jeff Gordon Racing School).

Feature Pizza Vending Machines

Claudio Torghele recently unveiled the world's first vending machine that makes pizza from scratch in less than three (3) minutes. The vending machine technology, called Let's Pizza, enables consumers to order custom pizzas for under five (5) dollars and watch the whole process through a glass window on the vending machine. The Let's Pizza machine could provide teams a great way to offer fans yet another concessions option while saving costs on staffing behind the counter. 

Use Billboards to Capitalize on Team Affinity...

Are you looking for new ways to capitalize on team affiliation? Are you looking for creative tactics to promote a partnership in the local marketplace?

Brand managers looking to capitalize on team affinity should consider modeling the Dunkin' Donuts guerrilla billboard strategy detailed below. With more sports organizations turning to outdoor media to promote ticket sales, community initiatives, and re-branding initiatives, sponsors have a unique opportunity to drive affiliation awareness by leveraging neighboring billboards.

By simply using an arrow technique (as pictured below), sponsors and ambush marketers can imply association with sports organizations through outdoor billboards. The trouble is often the planning ahead of time (knowing where and when the team's billboards will go up) but most uncertainty can be limited by analyzing historical placement.

Sponsors can drive home team affiliation using a variety of messaging campaigns:

• Great Teams (arrow pointing to team logo) Drink Great Beverages (arrow pointing to sponsor logo)
• Go Big (arrow point to team sponsor logo) or Go Home (pointing to a competitor's logo who was recently eliminated from the playoffs)
• The "Heavenly" Association
• Great Team (arrow pointing to team logo), Great Beer
• Fast Teams (arrow pointing to team logo) Drive Fast Cars (arrow pointing to sponsor logo)

The Panthers and Harris Teeter Team Up at Retail...

Are you looking for creative ways to leverage partnerships at retail? Are you looking for new ways to sway consumer buying behaviors?

The Carolina Panthers have teamed up with Harris Teeter in 2009 to create a "Total Tailgate Sweepstakes" that will reward one (1) customer with an ultimate tailgate party for 20 people at the Panthers-Redskins game on October 11, 2009 at Bank of America Stadium. For the chance to win, consumers just have to use their VIC card (points rewards card) at any participating Harris Teeter location to accumulate points (the more total points, the greater chance of winning).

Each time a consumer makes a purchase while using their VIC card (from July 22nd and September 15th), they receive one (1) point. However, consumers who purchase one (1) of fifty (50) participating brands featured in the store will receive an additional five (5) points at the end of the sweepstakes period.  

The most interesting aspect of the promotion is the way the Panthers and Harris Teeter have teamed up to promote it in store. The grocery retailer is featuring prominent promotional labels with the team's marks and the promotional offer on select product price tags throughout the store:

The VIP tailgate package includes twenty (20) upper deck tickets to the game, 20 hospitality passes to a private tent location outside the stadium (inclusive of food, beverages, etc.), roundtrip transportation for 20 guests from select Charlotte Harris Teeter locations, and 20 gift bags (a package worth $5,500).

Pringles Goes Ambush at Wimbledon...

Are you looking for unique ambush marketing ideas? Are you looking for for new ways to drive awareness on-site without owning rights to marks?

Pringles, a Procter & Gamble brand, recently took on Wimbledon with a creative ambush marketing campaign. As tennis fans lined up to head into Wimbledon's famous All England Club on July 1st, representatives distributed 24,000 specially marked Pringles"crisps" tubes that read, "These are not tennis balls!" (playing off the fact that Pringles tubes mirror the packaging that tennis balls are sold in).

Pringles drew extra attention to the campaign by featuring Roger Federer and Bjorn Borg look-a-likes (termed "doubles") on-hand to interact with consumers. According to Event Magazine, the guerrilla tactic gained coverage on Radio 1, the Daily Telegraph, the Daily Mail, and the Washington Business Journal.

The limited edition Pringles tubes were also sold at select retailers in Europe. Check out some pictures of the unique tennis themed packaging and execution below:

 

Source: Event Magazine, Mash Marketing

Agencies: Touch (Execution), Mash (Staffing)

Comcast Creates a Compelling Offer for Fantasy Football Players...

Are you looking for ways to engage with consumers in the fantasy space? Are you looking for new ways to create direct benefits for fantasy football players and enhance their experience?

Comcast recently launched Coach Cowher's Fantasy Reality Check, a compelling fantasy campaign that offers consumers who play fantasy football $200 cash back for their league fees when they sign up for Comcast HD Triple Play. Comcast brought Bill Cowher out of retirement for the campaign to help consumers choose a fantasy football deal that will really help their team... and their pockets.

To take advantage of the offer, consumers just have to call 1-877-950-7950 and sign up to receive Comcast's digital cable (with free HD plus HBO), faster internet, and unlimited nationwide calling. 

Comcast has done a terrific job driving the campaign in the viral space through a variety of 2.0 mediums:

• Website: http://www.comcast.com/realitycheck/
• Twitter Page: https://twitter.com/FFLrealitycheck
• YouTube Page: http://www.youtube.com/user/FFLRealityCheck

One unique feature on the Fantasy Reality Check website is a "Send a Friend Smackdowns" feature that lets users share a Bill Cowher in-your-face pep talk directly with their friends. Users can choose from one (1) of five (5) features that they can send via email and AIM or post on Facebook, MySpace, or LinkedIn.

Check out the Bill Cowher viral pieces that Comcast created for the campaign to entice consumers to take advantage of the terrific $200 cash back offer:

Take Your Print Activation to the Next Level...

Are you looking for new ways to enhance all aspects of your media spend? Are you looking for new ways to captivate readers through print advertising?

Brands looking for new ways to capture the attention of readers through print media should consider modeling the following two (2) print media "best practices". Keep searching for out-of-the-box ideas!

FIVB Beach Volleyball World Tour (kwp! advertising, Australia, 2008) - Source: AdsoftheWorld.com

Livestrong, 2009

The Socceroos Creatively Play Up Their Opponents

Are you looking to build excitement for an upcoming match against an inferior opponent? Are you looking for creative ways to drive mass media impressions?

In 2008, the Socceroos (the Australian national soccer team) was looking for a creative way to promote their upcoming match against Ghana. To help drive buzz and awareness for the match, the club turned to Lowe Sydney, a notable advertising agency, to devise a unique marketing campaign.

The collaborating parties created a radical grassroots marketing campaign centered around a fake Ghanaian soccer fan club that consisted of four members who spelled out G-A-N-A on their chests. In an effort to recruit people to be their missing "H" (to complete the club and spell out G-H-A-N-A) the fake fan club heads to high-traffic locations to engage with consumers and drive awareness for the match.

The campaign generated a large amount of publicity across Australia and served as an effective means to promote the match. Check out the creative promotional campaign below:

Kit Kat Releases New Soccer/Basketball Viral...

Are you looking for new ideas to create a captivating viral piece? Are you looking for ways to integrate sports to speak to a general audience?

Kit Kat recently released an unbelievable viral piece in the United Arab Emirates that demonstrates kids on the playground practicing some amazing soccer tricks with basketballs. The clip leaves the viewer trying to depict which playground skills are real and which ones are fake. The Kit Kat viral is a "must-see" piece for those looking for unique content in the soccer and basketball space. Check it out below:

After watching the clip, did you find yourself amazed by some of the tricks featured in the piece? Yet, did you also find yourself scratching your head about how the clip ties back to the Kit Kat brand?

Unless the goal of the viral campaign is to drive awareness and traffic back to the official Kit Kat Chunky Boys website, it is difficult to see a direct correlation with the Kit Kat brand (or Nestle for that matter). Hopefully Nestle's brand representatives will make a tie-back more clear in their future viral campaigns!

$0.99 Gas Promotion a Hit with NASCAR Fans...

Are you looking for new ways to leverage official auto, c-store, and oil partners? Are you looking for new ways to create a promotion that directly impacts residents in the local community?

Over the past (4) years, CARFAX has supported its title sponsorship of the CARFAX 400 at Michigan International Speedway (Aug. 15-16) by offering discounted gas to Michigan residents. A few weeks prior to the race, CARFAX chooses a c-store location to host an event where local motorists can purchase gas at a discounted price. The promotion has proven to be a huge success for CARFAX, an online site designed to help consumers research used autos before purchasing them.

On July 30, 2009, CARFAX held the promotion at a Mobile station located the intersection of Eight Mile and the Middle Belt in Lavonia, MI. From 7-9am, CARFAX offered consumers the chance to purchase up to 20 gallons of gas (normally priced at $2.45) for just $0.99.

The result? Drivers started lining up at the pumps at 1:40am - a trend that eventually led to a line that stretched two (2) miles long, causing CARFAX officials to decide to start the promotion 60 minutes early. In just 3 hours, CARFAX representatives and MIS officials pumped 6,800 gallons of gas (a pace of 37 gallons per minute).

For a $10,000 donation (6,800 gallons at $1.50 incurred fees per), CARFAX was able to truly impact the lives of local MI residents and derive a significant amount of media publicity on television and online.

Check out a news clip of the promotion below:

Source: WhoWon.com

Arsenal Fans Love the EBEL Fastest Goal Contest...

Are you looking for new ways to leverage an official watch/timing partner? Are you looking for new ways to reward fans based on team milestones?

During the 2008-09 season, Arsenal FC teamed up with its Official Timing Partner, Ebel, to create the Ebel Fastest Goal Competition. The team ran a monthly contest from August until April that tasked Arsenal fans with guessing when the team's fastest goal would take place each month.

The entrant with the closest prediction each month received a free Ebel prize and a one (1) year subscription to Arsenal TV Online. At the close of the promotion, the person with the most accurate guess also received a personalized Ebel watch (valued at $4,150 euros) alongside the Arsenal player that scored the fastest goal at a home match.

Some of the promotion's stipulations include:

• Only residents of the United Kingdom could apply to win (and must be 18+ years of age)
• Consumers may only enter to win once per month
• The registered timing of the Arsenal goals would be based on the official Premier League statistics
• If more than one correct entry is received, the winner will be chosen by a random drawing 

Ebel signed a five (5) year partnership agreement with Arsenal FC in 2007 that included the following elements:

• Two (2) giant clocks on both sides of the stadium's first tier that reference the precise time substitutions occur, how much extra time there is in the match, and other notable moments
• High-tech field boards that feature their name at strategic moments of the game (that will be visible on television)
• The development of a mechanical watch designed specifically for football and inspired by the world of Arsenal
• A press conference to announce the partnership featuring Thierry Henry and Gisele Bundchen 

In 2009, Ebel is running a similar "Fastest Goal Competition" with the FC Bayern Munich and AJAX soccer clubs (see the official website HERE).

Other sports properties should consider leveraging their official watch/timing partners to create similar promotions:

• Hockey - Fastest Goal, Save, Check, etc.
• Baseball - Fastest Home Run, Strike, Strikeout
• Football - Fastest Sack, Touchdown, Reception
• Basketball - Fastest Field Goal, Three-Point Field Goal, Block, Steal
• Tennis - Fastest Ace

Falcons Fans Enjoy Benefits with State Farm...

Are you looking for new ways to leverage insurance providers? Are you looking for new ways to provide fans direct benefits prior to the game?

The Atlanta Falcons are teaming up with State Farm Insurance in 2009 to provide the team's fanbase some exclusive privileges. During the upcoming season, Falcons fans that are also State Farm customers can show their State Farm policy card on-site for the opportunity to only have to pay $10 to park in the State Farm Lot prior to games (normally, pricing for parking is $20+).

The Lot, located directly across from Gate B of the Georgia Dome, is available to fans on a first-come, first-serve basis, with parking not available for sale in the days/weeks leading up to the game. The concept of the State Farm Lot is tremendous because it is just another example of how teams and corporate partners are working harder than ever to provide new, exclusive benefits for fans.