Maker's Mark Doesn't Have a Taste for Michigan Football...

Are you looking to closely align your brand with a popular sports organization? Even if it comes at the cost of potentially stirring the loyalty of rival fans?

Maker's Mark recently posted a billboard in Columbus, Ohio that directly mocks the University of Michigan football team. The company, with headquarters in Loretta, Kentucky, currently features a billboard with a hand giving a toast, complemented by a tagline that reads "Here's to Football. Especially Michigan's".

Does the billboard cross the line? Probably yes. The billboard is an extremely risky move that could potentially alienate the entire University of Michigan fan base. But it does tap into the passion of the rivalry between the two Big Ten foes...a facet that brands often times strive to do.

Check out the billboard below. A special thanks to Nick Walstra for capturing the image and Ben Koo of Watercooler Sports for passing it along. 

The Celtics and Welch's Team Up To Create a Video Board Hit...

Are you looking for new ways to integrate the products of supporting partners into video board features? Are you looking for ways to incorporate corporate partners in memorable, fan-friendly initiatives?

The Boston Celtics have teamed up with Welch's Peanut Butter Jelly to create a classic feature that is shown on the video board during the team's home games. The clip features Welchy (Welch's Peanut Butter Jelly mascot) performing a variety of dance moves in what appears to be the Celtics locker room. The simple, yet engaging piece serves as a very effective way to drive fan excitement and awareness of Welch's affiliation with the Celtics organization. Check out the clip below:

A special thanks to Josh Hafer of the Columbus Blue Jackets for coming across this interactive in-game feature and passing it along.

The Cavs Offer the Chance to Ride on the Goodyear Blimp...

Are you looking to provide new, exclusive experiences for your fan base? Are you looking for ways to capitalize on assets in the surrounding marketplace?

The Cleveland Cavaliers organization, in an effort to incentivize season ticket holders to renew their seat packages, are offering one lucky fan the chance to take a ride with four (4) friends on the Goodyear Blimp. The grand prize offering is a part of the team's MVP Awards Program.

From February 26-March 27, the Cavs are running a special promotion, awarding 30 special prizes in 30 days, for fans who decide to purchase their season ticket packages online. In addition, the team is featuring Grand Prize Fridays, where it gives fans the chance to win one (1) of eight (8) once-in-a-lifetime experiential prizes, including:

• A ride on the Goodyear Blimp with four guests
• H-O-R-S-E with a Cavs player
• A special Chalk Talk session with the Cavs coaches
• A Private Dinner with Danny Ferry
• Golf with Campy Russell and Austin Carr at the Little Mountain Country Club
• A Practice Facility Experience
• A VIP Floor Seat Experience with Limo Service
• A Suite for a Cavs Game

The lucky fan who wins a ride aboard the Goodyear Blimp will be treated to a 45-minute ride aboard the airship, leaving from the blimp's Akron-area launch pad and traveling over the Akron area.

Carl's Jr. Uses Promotional Tactics to Target Skateboard Enthusiasts...

Are you looking to leverage an extreme sports athlete? Are you looking for unique ways to target and attract Gen-Y and Gen-Z consumers to your retail channel?

Carl's Jr. recently formed a unique partnership with skateboarding legeng Rob Dyrdek in an effort to drive store sales and buzz amongst the Gen-Y crowd. The QSR chain features Dyrdek, who recently launched his own show on MTV entitled, "Fantasy Factory", on limited edition 42-ounce collector cups that consumers can receive by purchasing a large drink or combo. The company is using the tagline, "See Rob Eat It" to support its promotional tactics.

The innovative thinking QSR chain is driving buzz for its alliance with Dyrdek by posting three unique videos tying the skater in with Carl's Jr. on YouTube and the company's promotional site, www.carlsjr.com/robdyrdek. The first video Carl's Jr. posted generated 200,000+ views in just 3 weeks and the second viral piece is slated to capture even more eyeballs.

Check out the two (2) viral clips below:

Carl's Jr. - Rob Dyrdek Video Release #1

Carl's Jr. - Rob Ryrdek Video Release #2

Carl's Jr. is also supporting its partnership with Rob Dyrdek by serving as a major donor for a new, safe skating area in La Fayette Park (Los Angeles, CA). The skate park will feature the Carl's Jr. Happy Star logo built into the design. Carl's Jr. representatives will be on-hand for the park's opening ceremony with the company's Happy Star logo to serve burgers to all attendees.

Nike Strikes Gold with New Tiger Woods Viral...

Are you looking to create a campaign for an athlete making a comeback from an injury?

Nike recently released a Tiger Woods viral clip that will be forever remembered as a classic. Nike celebrates Tiger's return by profiling the effect it will have on the lives of fellow PGA golfers (who also happen to be Nike endorsers).

Nike takes a unique approach with this clip by focusing less on Woods' attributes and performance and more on the dominating influence he has over the rest of the field of PGA tour golfers. How often have we seen an athlete publicly portrayed in this light by a sponsor? 

Check out the tremendous new Nike clip below:

February Partnership Activation 2.0 Newsletter Released - Check it Out Now

Are you looking for some fresh, unique content to share with your co-workers? Are you looking for new ways to drive creativity and revenue generation for your organization?

Take a moment to check out the February issue of the Partnership Activation 2.0 newsletter. The newsletter provides cutting edge information and ideas - a MUST READ.

Click to open the February Issue of the Partnership Activation 2.0 Newsletter HERE.

If you are interested in subscribing, please send an email to newsletter@partnershipactivation.net with "Subscribe" in the subject line and your contact information in the body of the email. 

Billboards of the Week - T-Mobile and Adidas Dominate All-Star Weekend...

Are you looking for ways to capitalize on driving awarness around marquee events? Are you looking for ways to promote your athlete endorsers?

During the 2009 NBA All-Star Weekend in Phoenix, Arizona, Adidas ans T-Mobile made a huge splash with their grand billboard campaigns. Both campaigns drew a significant amount of buzz and helped support the case that they are currently two of the NBA's finest endorsers.

For more details on the activation and festivities around the '09 NBA All-Star Weekend, click to see the activation gallery HERE.

ADIDAS

T-MOBILE

Use Promotional Incentives to Spur Team Social Media Buzz...

Are you looking for new ways to generate positive publicity for your organization in the social networking space? Are you looking for new ways to "own" the dialogue about your organziation in the social media space?

Sports organizations should consider benchmarking the tactics involved with Ford's recent Fiesta Movement promotion. In an effort to build excitement and drive viral buzz for Ford's new automobile, the Fiesta, the automobile manufacturer recently sent out a recruitment call for 100 agents to receive the car a few months early and chronicle their experiences through their social networks (e.g. blogs, Facebook, Myspace, Flickr, YouTube, Twitter, etc.).

To support the promotion, Ford set up a website - www.fiestamovement.com - where it is asking consumers to submit a 2-5 minute video detailing why they should be chosen for the promotion. Just three (3) days after Ford announced the offer, over 1,500 people already had signed up to win.

How can sports organizations capitalize on implementing a similar concept?

In an effort to drive buzz in the social networking space, teams can create a promotional offer that awards 3-5 lucky consumers the chance to win free season tickets (a pair of two seats) if they agree to chronicle their life as a season ticket holder and document their experiences using social media tools. To drive value out of the promotional concept, teams can consider opening up the offer just to its core Twitter/Facebook/online social network followers, who already devote a significant amount of time discussing the organization and can have a large influence over their followers.

Looking at this promotional offer from a dollars and sense perspective, teams are potentially giving up $6K-$15K in season tickets (hard costs) for the chance to derive some true value in the social networking space. This is especially true if teams can use the promotional offer to align themselves with key influencers in the social networking space.

Consider Using E-Cast Billboards to Engage Fans in Outdoor Settings...

Are you looking to create a unique outdoor campaign to drive buzz for your organization? Are you looking to provide consumers a new way to express their fandom?

Sports properties should consider benchmarking a recent outdoor campaign implemented by Sharpie to engage fans while they wait for outdoor busses and other modes of transportation.

Recently, Sharpie created interactive e-cast billboards that enable consumers waiting for busses to create their own graffiti on a virtual arm cast. The e-cast billboards let consumers write a message in various colors in a permanent fashion (the technology is very cool - check out the picture below for an example).

Teams can model Sharpie's outdoor execution by creating bus station billboards that enable fans to:

• Write their own autograph on a virtual team jersey
• Send the team good luck messages as they enter the playoffs
• Let consumers experience a simulation of signing a contract
• Suggest player nicknames, team slogans/campaigns
• Fill in caption bubbles of what action taking place in a picture
• Suggest who the team should select in an upcoming draft
• Sign themselves up for an exclusive experience (practice, behind-the-scenes tour) - in this case, the team could feature numerous billboards around time as part of a guerrilla marketing campaign

The Amarillo Gorillas and Chick-Fil-A Reward Fans with Cowbells...

Are you looking for new promotional ideas that drive store traffic? Are you looking for ways to leverage a partnership with Chick-Fil-A?

The Amarillo Gorillas of the Central Hockey League (CHL) recently collaborated with a local Chick-Fil-A retail location to create an interesting promotional offer. For years, fans of the Gorillas hockey club have been known for letting their fans bring cowbells into the game to make some extra noise.

Looking to capitalize on this affinity, the Gorillas and Chick-Fil-A teamed up to create a "Cowbell Card" offer. On Saturday, February 20th, the first 300 fans who asked for a Cowbell Card while visiting a local Chick-Fil-A retail location received a Cowbell Card that they could redeem at the customer service table of the Amarillo Civic Center for a free cowbell co-branded with Chick-Fil-A and Gorillas decorations.  The Cowbell Cards were distributed on a first-come, first-serve basis.

Which sports franchises could really benefit from offering such a promotion? The following organizations have a notable cowbell presence at their games:

• Mississippi State Athletics (although it is now banned by the SEC)
• Penn State University
• Toronto Blue Jays (a small section of fans at the Rogers Centre)
• Tampa Bay Devil Rays
• San Jose SaberCats (AFL)
• Everett Silvertips
• New York Mets (Cow-Bell-Poopy-Man)
• Waikato Rugby Union (New Zealand)
• University of New Hampshire Ice Hockey Games
• Cross Country Skiing Events 

Consider new ways that you leverage brands through unique promotional giveaway offers!

Leverage T-Shirt Premiums To Drive Store Traffic...

Are you looking for new ways to use sponsorships to drive store traffic? Are you looking for ways to take your game day giveaways to the next level?

Corporate partners searching for new ways to drive store traffic and reward consumers while doing so, should consider creating and distributing coupon t-shirts (as shown below). Brands could use coupon t-shirt as an effective measure to drive traffic to specific retail locations, trial of select products (e.g. Whopper below), and additional benefits.

Teams could collaborate with interested corporate partners by establishing a timeframe for the redemption offer (e.g. consumers could wear the t-shirt to receive a discount for the entire season, the day of/after all home games, during the playoffs, etc.). Corporate partners could implement such a promotional offer by featuring a printed bar code on each of the distributed shirts and alerting local retail managers of the program.

Creating coupon t-shirts would be a great way for brands to reward and drive trial/store traffic amongst students attending games. Fans seated in the student sections are often times drawn to capitvating promotional ideas that offer them direct benefits. Consider coupon t-shirts as just another way to help escape the in-stadium clutter and leverage sponsorships to reward fans!

The Indians Use Statistical Analysis to Accurately Forecast Ticket Sales..

Is your organization looking for new ways to predict trends in fan attendance?

Bloomberg recently featured a fantastic article this morning entitled Moneyball II: Statistics Driving Marketing for MLB's Indians that details how the Cleveland Indians are using historical analysis to better predict how fan attendance is affected by a collection of variables:

• Entertainment (Post-game fireworks draw crowds of 4,000+ more on average)
• Weather Temperature (Every one-degree temperature drop below Fahrenheit costs the team 300 fans on average)
• Opponents (When the Indians play the Yankees at home, attendance surges 11,000 on average)
• Summer Break (When children are on summer break, attendance increases 1,200 on average)
• Bobblehead Promotions (Bobblehead promotional days drive in 4,700 more people on average)
• Rain (If rain is in the forecast, attendance decreases by 2,200 on average)
• Player-Specific Promotions (When the team runs a Grady Sizemore promotion, attendance increases by 6,600 on average)

The club is using its findings from the statistical research to better determine appropriate pricing models, which it hopes will generate a 5% increase in ticket revenue in 2009. The team will a variable four-tiered ticket plan that reflects demand (where ticket prices for games are different based on promotions, opponents, weather, etc.). In other words, the Indians will lower ticket prices when attendance is expected to be low (cold, Spring games, inferior opponents, etc.) and raise them for certain games when demand is high (promotional dates, popular opponents, summer games, etc.)

With most MLB clubs heading into the 2009 season with a cloud of uncertainty - current economic conditions having a direct effect on consumers confidence levels and disposable income spending -  the Indians' statistical analysis is providing their ball club a sense of comfort for what to expect.

Check back for more information on other clubs following the Indians' benchmark in using statistical analysis to more efficiently predict attendance trends and drive incremental revenue dollars.

Soccer Stars Bowl for Kicks...

Is your soccer organization looking to host a unique promotional event?

In 2007. Adidas created a terrific viral clip featuring Messi and Xavi, two (2) international soccer stars, facing off in a head-to-head competition at a bowling alley. Adidas challenged the two athletes to compete to see whose football shoes would perform better under pressure - the Predator or F50.

Adidas added a unique twist to the "bowling competition" by having each of the players kick soccer balls down the bowling alley (as opposed to bowling). Check out the clip below:

Soccer clubs across the globe shpuld consider hosting charitable events to drive awareness/dollars raised by offering a similar twist. Many soccer fans around the nation would pay a hefty sum for the chance to bowl/kick against their favorite soccer stars in a head-to-head competition for charity. Hosting such an event could be a great way to drive some nice PR buzz (headlines, online viral, etc.) prior to one of your team's jewel events during the season.

Nike's New Soccer Commercial Surely Doesn't Disappoint...

Are you looking for new ways to showcase your brand in the heat of the moment? Are you looking to create a commercial spot that capitalizes on the emotion and excitement of the game?

Nike does a tremendous job in its most recent commercial spot - Ignite - subtly showcasing its brand in the "heat of the moment" of an elite EPL soccer match. The clip, produced by W+K Tokyo, was recently featured during halftime of the World Cup Qualifying match between Australia and Tokyo.

If you watch closely, Nike features uses a variety of mechanisms to subtly promote its soccer products and alliances with Arsenal, Manchester United, and multiple athlete endorsers:

• Cleats - Logo Placement
• Jersey - Logo Placement (short-sleeve, long-sleeve, fan jerseys)
• Field Boards - Logo Placement
• Socks - Logo Placement
• LED Banner Signage - Logo Placement
• Ball - Logo Placement
• Shorts - Logo Placement

Check out the clip below:

Pinehurst Peaks Interest with Unlimited Golf Promotion...

Is your golf resort looking for new ways to attract and build a database of new, potential customers? Are you looking for new ways to drive attention and interest to your golf resort?

Pinehurst, one of the world's most historic golf resorts, recently announced an "Unlimited Golf for a Year Sweepstakes" that is every casual and avid golfers dream. The course is offering one lucky consumer the chance to win a pass to play unlimited, free golf at Pinehurst Resort from June 1, 2009 through May 31, 2010 with one guest of his/her choice. The pass includes the right to play on any of Pinehurst's eight (8) golf courses, including the famed Pinehurst No. 2 (the site of the 2014 U.S. Open).

For a chance to win, consumers simply have to register their information (name, address, email, phone) on Pinehurst's promotional page.  The exception? Only consumers whose physical address is 50+ miles away from the course are eligible to win.

The promotion serves as a great way for Pinehurst to develop an extensive database on potential persons to reach with targeted messaging, especially while the country faces a recession. By asking consumers to submit their personal information online for the chance to win, Pinehurst can then use this data to then connect with these individuals through multiple mediums (direct mail, phone, online, etc.).

The Brewers and Amtrak Offer Unique "Miller Park South" Rail Promotion...

Is your organization looking to leverage a corporate partner providing transportation services? Are you looking for ways to incentivize fans to attend your organization’s games on the road?

The Milwaukee Brewers recently teamed up with Amtrak to offer a unique “Miller Park South” promotion that encourages the team’s fans to make a 90-minute trip down to Chicago to see the Brewers face off against the Cubs on September 17^th. When the team’s individual tickets go on sale on February 20^th, the Brewers and Amtrak are:

• Rewarding the first 100 fans who bring their game ticket for the team’s Sept. 17^th game at Wrigley to the Miller Park Box Office retail store with:
  • A voucher for a free round-trip ticket on the Amtrak-Hiawatha train to that day’s game*
  • A limited edition Miller Park South T-Shirt
  • A map with directions to Wrigley Field

• Rewarding the next 1,500 fans that bring their game ticket for the Sept. 17^th game at Wrigley to Miller Park’s “Big League Blast” retail store with:
  • A free Brewers-branded Miller Park South – September 17, 2009 t-shirt
  • A map with directions to Wrigley Field

Amtrak is complementing the ticket voucher promotion with the Amtrak Hiawatha “Train to Win” Sweepstakes, which rewards fans the chance to win two (2) game tickets and two (2) round trip train tickets on the Amtrak Hiawatha for the September 17^th game at Wrigley Field. To be eligible to win, fans are asked to mail a postcard with their name, age, mailing address, email address, and telephone number to Amtrak Hiawatha Train to Win Sweepstakes, c/o Milwaukee Brewers, One Brewers Way, Milwaukee, WI 53214.

The “Miller Park South” promotion serves as a terrific benchmark for professional organizations and collegiate athletic departments looking to develop a fan presence at nearby rivalry games. The promotion also serves as a great way for Amtrak to promote their transportation offerings amongst the Brewer fan base at a minimal cost (Amtrak experienced a 26% growth in ridership in 2008 on the Milwaukee-to-Chicago line).

*On the day of the game, Amtrak’s transportation (Train 341) is scheduled to depart from the Milwaukee Airport station at 11:10am and return from Chicago at 8:05pm.

Zachary Schuster featured a tremendous article in The Badger Herald on the Brewers’ “Miller Park South” promotion. Check it out here.

NIU Wins Basketball Game, Student Fans Win Free Concert Tickets...

Are you looking for new ways to reward your fanbase? Are you looking for ways to incorporate incentives that tie in both music and sports – two very high passion points for consumers?

Northern Illinois University’s athletic department recently offered a very rewarding promotion for its student fan base. To drive attendance and excitement for its men’s basketball team’s home game against the University of Akron, the athletic department offered free concert tickets to 250 students in attendance based on team performance.

NIU announced that if its men’s basketball team were to score 78 points in a victory over the Akron Zips (snapping the team’s seven (7) game losing streak), all 250 students seated in section 101 would win free tickets to the upcoming T.I. and Ludacris concert.

The result? The team pulled out an exciting 83-79 victory at home, sealing the victory with 48.4 seconds remaining in the game. The crowd erupted when the Huskies scored their 78^th point at the free throw line and went on to win the game a short time later. The promotion proved to be an excellent way for the athletic department to drive fan excitement and attendance at home.

NIU’s promotion, dangling free concert tickets based on team performance, could signal a new trend in the collegiate space. With University support groups often brining in high-profile music acts for concerts on-campus, University athletic departments have a real opportunity to capitalize on using ticket inventory to drive fan excitement and attendance and their home games. Look for other University athletic departments to model this promotion in the near future.

Billboard(s) of the Week - Kobe and Michael

Are you looking for new ways to leverage athletes (both current and former) in captivating messaging campaigns? Here are two (2) best-in-class examples of ways that the world's leading companies are leveraging their athlete endorsers: 

Nike - Kobe Bryant Billboard featured in Global City, Philippines

Nike uses this billboard to illustrate that Kobe Bryant is an uncanny specimen

Gatorade - "G" Ad featuring Michael Jordan, Chicago

With this billboard, Gatorade proves that one can never go wrong using a vintage retro moment.

H-O-R-S-E? Kevin Love is the King of Trick Shots...

Are you looking to create a viral piece that drives additional buzz for your organization?

With the NBA set to host a game of H-O-R-S-E for the first time during the league's All-Star Weekend Festivities, a viral clip that ToppsTV created in August with Minnesota Timberwolves rookie forward Kevin Love is really starting to generate some buzz in the social media marketplace.

The ToppsTV clip features a behind-the-scenes look at Kevin Love attempting a variety of trick shots from behind the arc. The video was designed to help drive attention to the company's Topps Camp, a 2-day basketball camp held in Beaverton, Oregon. In the clip, Love amazingly puts his skills to the test and proves why he is the King of Trick Shots, performing four (4) unusual attempts:

• A Bounce Shot from the Three Point Line
• A Backwards Over-the-Head Shot from the Three Point Line
• A Behind-the-Back Shot from the Three Point Line
• A Drop Kick Shot from the Three Point Line

Check out the clip below:

The Raptors Play "Spin the Smirnoff Bottle"...

Are you looking to create an engaging in-game promotion that rewards fans?

The Toronto Raptors recently teamed up with Smirnoff Ice to create a "Spin the Smirnoff Bottle" promotion that rewards fans with a variety of prizes. The Raptors place the Smirnoff spinwheel board at mid-court and offer select contestants the chance to win one of several prizes:

• Air Canada Flight Vouchers
• $200 Gift Certificates
• Lower Bowl Tickets
• Raptors Night Out Passes
• An Autographed Jersey

The concept is so simple, yet effective because everyone is familiar with the "Spin the Bottle" concept. The promotion serves as a great awareness/retention driver for Smirnoff. Check out a picture of the action below: