August 2011 Partnership Activation 2.0 Newsletter

Welcome to the August 2011 Partnership Activation 2.0 Newsletter! Thank you for your continued interest and support for Partnership Activation and the monthly newsletter. I appreciate your patience this month with the slight delay!

Here is a link to the August 2011 Partnership Activation 2.0 Newsletter.

The coolest thing in this month's newsletter is Manchester City's unique collaboration with Liam Gallagher and the band Beady Eye ... I HIGHLY recommend you check it out!

After reviewing the newsletter, please take a moment to share it with friends via email, Twitter, Facebook, LinkedIn, personal blogs, and other platforms and modes of communication. Here is a shortened URL that you can use to include in tweets, etc: http://bit.ly/nvvfSu

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

• A List of NFL Training Camp Sponsors
• The Captain Morgan Sky Bar
• Toyota's "Mark & Me" Website
• The New York Giants Historical Wiki
• The Bills Backers Map
• Navigate Marketing Industry Spotlight on Nike Logo Valuations and Analysis
• Manchester City FC's Partnership with Liam Gallagher
• Virgin America's #FlyTheBeard Promotion
• Newcastle's Trapped in a Schooner Display
• The SGI Weekly Intelligence
• The August 2011 Partnership Activation Rising Stars
• CanesAllAccess
• Ways to Drive Fan Engagement on Facebook
• A Close Look at Copa America 2011
• Retail Thought Starters
• Liverpool and adidas' Home Away From Home Events
• Manchester United's Tour Treasures

Click here to check out the August 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. 

FC Barcelona Uses QR Codes to Drive Engagement at Camp Nou

In the past 12-18 months, QR codes have become relatively mainstream in the marketplace and a number of organizations are beginning to find ways to incorporate the technology into their game day experience. 

FC Barcelona has emerged as an industry leader in the space, utilizing QR code technology at Camp Nou to drive participation and awareness of a new promotional offer. The team has placed QR codes throughout its stadium facilities that provide fans with a seamless way to register to win a Barcelona jersey that is signed by the team's starters. The QR codes link directly to a mobile site where fans can easily input their information for a chance to win an exclusive piece of memorabilia. 

FC Barcelona's QR code activation demonstrates how teams can turn static mediums throughout their venues (especially during the offseason) into interactive areas that take the fan experience to the next level.

It's important to note that QR code activation can live in various locations throughout stadiums. FC Barcelona featured QR codes linking to the promotional sweepstakes in several fan touchpoints, including:

• Concourse / Wall Displays 
• Ticket Box Office Signage (at the Barca Museum)
• OOH Signage
• Team Store Flyers
• FC Barcelona Website

Check out FC Barcelona's QR Code activation below:

Heineken Lets Fans Interact With "The Entrance" on YouTube

Over the past few months, Heineken's commercial "The Entrance" has universally been embraced by millions of consumers across the world. The commercial, created in tandem with Wieden + Kennedy Amsterdam, has attracted over 1 million views on YouTube and millions of more impressions on television.

However, while the campaign proved to be very successful in North America, Heineken took the campaign to another level in Taiwan. Heineken launched an interactive YouTube video where consumers can engage with various elements of the commercial. By providing consumers with an opportunity to have control of their experience viewing "The Entrance", Heineken can likely generate higher brand/campaign recall and a higher viewer propensity to share. 

The video's interactivity demonstrates how marketers have only begun to scratch the surface when it comes to fully utilizing YouTube as a messaging and engagement platform - especially in relation to the sports.

Check out the engaging YouTube campaign below!

(Please note: You will need to input your date of birth for verification purposes before viewing).

 

A special thanks to Cameron North of AdSport for his insights and contributions to this column!

TCU Athletics Kicks off the 2011 Season with an Inspirational Video

TCU Athletics recently unveiled one of the finest season preview videos seen in the collegiate marketplace to date. While most athletic programs create montages filled with highlights, game action, and profiles of players and coaches, TCU Athletics teamed up with Red Productions to take a much different approach.

The 2011 TCU Football video effectively portrays how the Horned Frogs fanbase are part of something that's much bigger than just a football season. The video demonstrates how TCU Football is about a spirited community of all ages that stands united through all situations.

What's great about the video is that it creates a true sense of community, showing the fanbase (wearing licensed Nike gear) consuming TCU football at home, at retail, and live in the stadium. TCU Athletics also did a great job embedding a link in the YouTube video description to drive consumers to purchase tickets.

Check it out below!

August 2011 Partnership Activaton 2.0 Newsletter - Update

The Partnership Activation 2.0 Newsletter will be released this month on Monday, August 29th. Thank you to everyone who visited PartnershipActivation.com and checked their inbox twice for the newsletter on the 22nd, but due to some unforeseen conflicts, the Partnership Activation 2.0 newsletter will be distributed one week late - only this month.

We will resume our traditional distribution schedule in the month of September.

Again, thank you for all of your support and look for the August 2011 Partnership Activation 2.0 Newsletter to be released next Monday!

Regards,

Brian

P.S. In the meantime, check out all of the Newsletters that have been published to date HERE!

Standard Chartered Goes the Extra Mile to Introduce Their Jersey Sponsorship to Liverpool Fans

Brands looking for ways to fully capitalize on jersey naming rights agreements should take a close look at how Standard Chartered Bank leveraged their official partnership with Liverpool FC in 2010.

After signing a 4 years, 80 million pounds agreement to become the official jersey sponsor of Liverpool FC, the brand invested in several key initiatives to demonstrate to fans that they were not just looking to align themselves to drive their marketing efforts.

Standard Chartered Bank conveyed their commitment to the Liverpool club and it's fanbase through several impactful tactics, including:

• Replacing their name on the Liverpool jersey for the first game with the names of Liverpool's longest season ticket holders
• Standard Chartered Bank then arranged to have each of the players (who wore jerseys with the names of different fans) sign the jerseys they wore and personally deliver it to the fans
• Standard Chartered Bank then held a ceremony where they interviewed the fan and player participants  
• Standard Chartered Bank also promoted their partnership affiliation and demonstrated support for Liverpool's loyal fanbase with bus shelter OOH displays, print ads, and more

Check out a video that highlight's Standard Chartered Banks' jersey sponsorship efforts below: 

Liverpool FC sponsorship activation from Clara Tehrani on Vimeo.

FC Barcelona Uses Humor to Welcome Cesc Fabregas Back Home

Over the past few years, teams have certainly become smarter and much more creative when it comes to marketing during free agency. With millions of dollars in merchandise sales, ticket sales, and other concessions at stake, teams are generating fan interest and awareness a number of ways.  

FC Barcelona recently unveiled one of the most unique approaches when it launched a cartoon vignette to welcome Cesc Fabregas, one of the greatest soccer players in the world, to their organization. The vignette features a mix of humor, pop culture, and creativity to welcome their new star player back home.

Check it out below and consider how your organization can capitalize on a similar business approach during free agency!

Guest Editorial: Foosball by Mahou

Mark Gallo is a Field Media Manager for Anheuser-Busch in the Pacific Northwest. He develops, plans, and executes cross functional/platform media plans using designated brand strategies in conjunction with 30 independent AB wholesalers. Mark's expertise resides in media/sponsorship valuations, contract negotiations, and building relevant brand connections. Follow Mark on Twitter at @guhlo and his official blog here. 

Recently, Budweiser executed a “Poolball” campaign that went viral and was deemed a huge success in Argentina with consumers. Sticking with bar games, Mahou & Madrid Table-Soccer Federation created an entire event revolved around “foosball.”Spain’s legacy with foosball is long and well documented. Mahou  partnered with two of the stars of Spanish football: Iker Casillas (Goalkeeper of Real Madrid) and David Villa (Striker of Barcelona)  to be the face of this campaign.

Mahou erected a large stadium resembling an actual foosball table where 96 teams (Evenly split to support each soccer star) competed to win tickets to an upcoming Real Madrid vs Barcelona, autographed merchandise, a party with the 2 stars  and much more. Mahou found a clever way to promote the intense in-country soccer club rivalry. Generating buzz is one thing that Mahou anticipated. Their ultimate goal is to make relevant connections with consumers who will describe the brand as their “favorite” and act accordingly.

Check out some videos of the Mahou foosball footprint below:

The Florida Panthers Prevent Opposing Fans From Entering the Red Zone

In August 2011, the Florida Panthers announced a terrific new ticketing strategy that coincides with the team's new "We Are Red" marketing campaign and stresses the importance of fan unity. The team unveiled a new Red Zone section at the BankAtlantic Center where no fans of opposing teams will be allowed. The Red Zone area will span sections 105-114 and will only be available for full, half, and mini season ticket holders. 

While the team didn't reveal how they plan on policing the special seating area, the notion of the "Red Zone" is very intriguing because it serves as an easy way to create a loyal supporter section based on artificial demand. Fans rarely want to sit next to other individuals rooting against their favorite team, so why don't we see more organizations offering similar guarantees? If the area is policed appropriately, the Panthers' Red Zone could soon become a benchmark for many other organizations in sports.  

The Red Zone is part of a master plan that will unite Florida Panthers during the 2011 season:

“The RED Zone is a place for passionate and committed Florida Panthers fans – that may not already be season ticket holders – to be among their dedicated peers and set the tone for every Cats home game at the BankAtlantic Center,” said SSE president & COO Michael R. Yormark.

“In addition, our great partners at South Florida Ford are giving fans an opportunity to ‘see red’ even more in a 2012 Ford Focus. The RED Zone is just the latest extension of our ‘We See Red’ campaign and the full-scale red conversion of our franchise including the new red home jerseys, red lower bowl seats, red paint and signage in the arena and the new blood that will be featured on the Panthers’ opening night roster.”

Georgia State Offers a "Power Hour" Delivery Guarantee to Drive Ticket Sales

Georgia State Athletics recently announced an intriguing "Power Hour" promotion that is designed to drive ticket sales and buzz prior to the University's first football game on Friday, September 2nd.

On Thursday, August 18th, Georgia State Athletics is running a "Power Hour" ticket promotion guaranteeing that any fans who purchase season tickets between 10am-5pm that day will have them delivered within one (1) hour or else they get them for free. It's important to note that the guarantee is only good for individuals who live within a two (2) mile radius of the GSU Sports Arena but nonetheless, it's a terrific, captivating promotional idea.

The first ten (10) fans who take advantage of the Power Hour offer will also receive a free $20 gift card to Six Feet Under restaurant - an offer that is available to all potential ticket holders regardless of their home address. The GSU Athletic Department is also planning on featuring its mascot, Pounce, in a cage on top of the ticket box office to generate buzz and help the Department achieve its goal of driving 25 new season ticket sales that day. 

Hertha BSC Uses Stadium Choreography to Unite Their Fanbase

The loyal supporters of Hertha BSC, a German soccer club competing in the Bundesliga, recently displayed a tremendous choreographed performance in the stands at Olympic Stadium.

Fans seated in a block of fourteen sections (behind one goal) performed a card stunt and created a terrific illusion by raising a giant cutout of a hand holding the team's flag into the sky. The way the choreographed stunt was performed, it appears that the flag is floating in mid-air while thousands in attendance chant the team's anthem. 

Check out the impressive stadium stunt below:

Kraft Gets Creative to Engage Consumers Out-of-Home

Teams looking for new ways to leverage Kraft as a corporate partner should take a close look at two (2) of the company's innovative out-of-home marketing executions in recent years. 

In 2010, Kraft teamed up with Monster Media, MediaVest, and CP+B to create an interactive storefront that allowed consumers to see a virtual Kraft noodle smile whenever they smiled. Kraft installed grin detecting systems in ten (10) storefronts across the country that conveyed happiness in noodle form and allowed consumers an opportunity to dictate the interaction simply by smiling. 

Check out Kraft's interactive outdoor display below and consider ways that you can replicate this offering within your venue to engage fans! Examples can include:

• Create a Kids display in the concourse where young fans can smile to see their favorite team mascot smile back
• Create an interactive wall of televisions where fans can smile at virtual headshots of their favorite players and have them smile back at them (or wave, blink, etc.)
• Create an interactive wall of fan faces that change throughout the game based on how well the team is performing

In 2010, Kraft teamed up with Crispin Porter + Bogusky to transport a giant noodle to large outdoor events to provide warmth to fans in a creative way. Prior to games at Lambeau Field, Wrigley Field, and other iconic venues and events, Kraft featured a giant noodle on-hand that was equipped with a heating system to warm fans up in the tailgate lots. The "You Know You Love It" noodle served as an engaging branding play that definitely resonated with fans in attendance. 

This tactic would also work well for teams looking to promote utility partners, pizza companies, and fast-food chains (promoting new menu offerings) in cold environments. Teams competing in warm environments during the summer months could mirror Kraft's OOH tactic to promote "ice cold" products (e.g. feature a giant Coors Light bottle on-site that always stays super cold). 

Check out Kraft's outdoor execution below:

Lambeau Field

Daytona International Speedway

AT&T Park

  

adidas Turns a Chinese Subway Station Into an Outdoor Gym

Entities associated with the UFC, boxing, and other sports related to mixed martial arts should take a close look at a branding tactic that adidas recently displayed in a Chinese subway. adidas generated awareness and excitement amongst subway passengers by turning several giant poles in the subway station into giant punching bags. 

This marketing stunt would work extremely well to promote premier UFC (and other MMA) events in high-traffic locations and stadiums (wrapping poles in the concourse to promote upcoming events) worldwide.

Check out adidas' creative execution below:

Leverage Ice Cream Partners at Practice and Training Camp

The Baltimore Ravens recently turned some heads at training camp when coach John Harbaugh treated the team to a nice surprise after practice - ice cream. Harbaugh had local vendors drive ice cream trucks onto the team's practice fields and allowed players to choose whatever they wanted as a simple reward for practicing hard.

The tactic was a nice gesture by the Ravens' team personnel but signals a way that team's can incorporate their corporate partners (notably food/concessions vendors) throughout the season. As teams look to sell new inventory (or offer new value-add elements), they should consider approaching the coaching staff to see if there are any opportunities to execute similar stunts throughout practice, training camp, or during the offseason. It would be terrific if the team allowed fans attending practice to purchase items from the ice cream vendors as well. 

With Sports Illustrated's Peter King on-site for training camp, the Ravens were able to create some "feel-good" buzz online and around camp.

The Lightning Turn to Social Media To Celebrate Stamkos Signing

The Tampa Bay Lightning recently celebrated Steven Stamkos' new five (5) year agreement with a creative Twitter-based promotion designed to drive traffic to their corporate partners' key retail locations in the local marketplace.

The day following the Stamkos signing, the Lightning left five (5) Stamkos bobbleheads at nine (9) different retail locations throughout Tampa and tweeted out clues from their profile (@TBLightning) that fans could follow to receive a free bobblehead gift.The team also engaged fans living outside the local DMA by embedding a photo on pages within their team site (that they were looking to drive traffic to) that followers could click on to win a free bobblehead. 

Check out some of their Twitter exection below:

 

Axe Teams Up with Larissa Riquelme to Generate Buzz in Soccer

During the 2010 World Cup, Axe partnered with Larissa Riquelme, an iconic Paraguayan model who is well recognized by soccer fans across the world. Axe and Riquelme teamed up on a simple guerrilla marketing strategy that helped the brand cut through the clutter and generate $2M value of media impressions.

Check out the campaign below and consider ways that your brand can use recognizable fans celebrities associated with sports (outside of players, coaches, and alums) to generate buzz in unconventional ways!

Football Fans Test Their Skills at Bud Light Fan Camp

Anheuser-Busch unveiled its new "Bud Light Fan Camp" display at the 2011 NFL Pro Football Hall of Fame Ceremonies this week in Canton, OH. The elaborate Fan Camp footprint features a number of football-related related activities for fans to enjoy with a Bud Light twist, including:

• An obstacle course that fans race head-to-head through while holding a tray of Bud Light bottles
• A precision pass display where fans are challenged with throwing footballs at moving Bud Light bottle targets while holding a beer
• A cannon catch display where fans have to try to catch (8) different passes moving at high rates of speed and in different directions
• A field goal kick display
• EA Sports Madden NFL '12 competitions
• Flag Football ... and more!

The Bud Light Fan Camp serves as an interactive means to allow fans to enjoy the challenges of training camp while engaging with the brand first-hand. The mobile footprint will travel to 60 cities over the course of a 15-week tour during the Fall.

Fans who participate in the Bud Light Fan Camp display can amass points based on their performances, with the team garnering the most total points winning a trip to the Pro Bowl in Honolulu, Hawaii and a chance to compete in the Bud Light Fan Camp Finals the day after the game.

Check out some of the interactive elements from the Bud Light Fan Camp display below:

Obstacle Course

Precision Pass

Cannon Catch

Enclosed below are some additional photos of the footprint:

The Western Bulldogs Give Fans a Vote of Confidence

The Western Bulldogs of the Australian Football League (AFL) recently turned to their online fanbase to decide which jersey (referred to as a guernsey) design their team will wear during the 2011-12 season. The Bulldogs created a fan-centric promotion on their team website that provided fans with an opportunity to vote for their favorite style jersey based on four options available.

The promotion also served as a terrific way for the team to collect consumer data. Nearly 3,000 fans submitted online entry forms with their votes, providing the team with an instant database to reach out to to drive merchandise sales in the future. The team created the simple survey using Survey Monkey and posted the promotion over a 2-3 week time period.

Check out the simple, yet effective merchandise promotion below and consider new ways that you can truly put fans in charge!

A special thanks to Nick Truelson for his insights and contributions to this column!

Essendon Turns to Augmented Reality to Engage Fans

Essendon FC of the Australian Football League (AFL) recently teamed up with an agency named tkmp to create an innovative augmented reality campaign that engaged fans in a new way on gameday.

Essendon FC used digital technology to project a group of virtual footballs onto the facade of the team's stadium, the Melbourne Cricket Ground. Fans attending the match were encouraged to stand in front of a digital screen outside the venue and interact with the virtual footballs. The unique experience allowed fans a chance to see themselves projected onto the side of the stadium.

Check out the innovative campaign below:

Essendon FC and tkmp also teamed up to project some cool visuals at MCG - check it out below!

Essendon Football Club Projections from tkm9 on Vimeo.

A special thanks to Sam Attrilof nexusmg for his insights and contributions to this column!