Ford Rewards NASCAR Fans When Its Cars Win...

Are you looking to create a promotion that generates nationwide interest? Are you looking to reward fans when your organization wins?

Ford Motor Company recently announced a "We Race. You Win" promotion that rewards NASCAR fans each time a Ford Racing Driver wins a NASCAR Sprint Cup Series race in 2009. The promotion, designed to drive awareness for the 2010 Ford Fusion car and build fan affinity for the Ford brand, rewards select fans who register to win on the company's promotional website.

Each week a Ford Racing team wins, fans who register have the chance to win:

• An all-expenses-paid trip to the Ford Championship Weekend at Homestead-Miami Speedway (includes airfare, hotel, rental car, tickets to all three (3) races, and a VIP visit with Ford drivers at the racetrack)
• A 2010 Ford Fusion
• A winning driver come to his/her hometown for a 2010 Fusion test drive and dinner
• Ten (10) random drawings of Ford Racing-themed prizes (autographed helmets, apparel packs, etc.)

The Barnstormers Turn Their Ballpark into an Ice Park During the Off-Season...

Is your organization looking for new ways to generate revenue during the off-season? Are you looking for ways to cross-promote your organization during the off-season months?

For three consecutive years, the Lancaster Barnstormers have successfully converted their ballpark into a winter wonderland for fans within the local community. The Barnstormers teamed up with Lancaster County Hyundai and the Lancaster County Motors Subaru Superstore to feature the "Ice Park at Clipper Magazine Stadium". The team sees the ice skating initiative as a great way to generate incremental revenue and buzz during the off-season months.  

From December through March, the team erects a 135'x80' ice rink in the outfield of Clipper Magazine Stadium that is made available to fans for skating on Thursdays (6-10pm), Fridays (6-10pm), Saturdays (12-10pm), and Sundays (12-6pm) of every week. In addition, the team offers group sessions and Ice Park birthday parties on weekdays at a select price.

In 2007, the Ice Park attracted over 15,000 people out to the ballpark, willing to pay $9 per ticket for the experience ($6 if they owned their own skates). The team closes the rink when temperatures rise above 50 degrees. Check out a video that details the Ice Park at Clipper Magazine Stadium below:

The Suns Influence Social Buzz with Special "Tweet Up" Event...

Are you looking to influence and control what bloggers are saying about your organization or brand? Are you looking to tap into non-traditional forms of media?

Organizations looking to take greater control of their brand image/messaging in the social media marketplace should consider benchmarking the efforts of the Phoenix Suns. The Suns, led by the charge of Amy Martin (Director of Media Research), have done a tremendous job tapping into the social media space by creating their own:

• Social networking forum (Planet Orange)
• Twitter page (which the team often uses to distribute tickets via a "Suns Twitter Trivia" challenge
• 20+ Active Blogs by Suns players and personnel
• Podcasts Forum
• Widget Tools
• Team Facebook Page, YouTube Channel, and Interactive Web Features (Suns Locker Room) 

Now the Phoenix Suns organization is taking greater efforts to control what bloggers, basketball fans, and general consumers have to say about their brand in the social media marketplace. The Suns recently held a "Tweet Up" event, inviting fans who tweet about the team to experience a once in a lifetime event.

To draw interest in the team's exclusive "Tweet Up" event, the Suns created a special offer for its Twitter faithful that included a free "Suns on Twitter" t-shirt, a souvenir bag, and the chance to sit in an exclusive "Twitterville" section for just $37 (a discount of 33% off $54 seats). The promotion grew interest from 125+ Suns tweeters who were treated to an exclusive pre-game event at Dan Majerle's restaurant and a special post-game behind-the-scenes experience.

The Suns made the event memorable for its Twitter guests by surprising them with an exclusive post-game Q&A session with Suns GM Steve Kerr and autograph session with the team's star center, Shaquille O'Neal, who is actually an active participant on Twitter with 34,000+ followers.

The results?

According to the site ConvinceandConvert.com, the event led to the team receiving a tweet on Twitter every 1.6 minutes on the day of the event and dozens of blogs providing coverage of the exclusive event. Not to mention the 125 incremental tickets the team sold to its Twitter faithful attending the game and the free social buzz it received around the event.

Check out a video detailing the Suns' exclusive "Tweet Up" event below:

Nash Bash to Highlight NBA All-Star Weekend...

Are you looking to benchmark the efforts of a well-run charitable organization? Is your charitable organization looking to capitalize around All-Star festivities?

Established in 2001, the Steve Nash Foundation is an incredible private charitable foundation that has truly impacted the lives of many. Steve Nash has successfully built and supported his foundation with a number of key initiatives, including Football for Good, Make an Assist, and Youth Juenes Basketball.

Next weekend, the Steve Nash Foundation is teaming up with VitaminWater to steal the show at the 2009 NBA All-Star Game in Phoenix, Arizona with the inaugural Nash Bash event. While full details of the event have yet to be disclosed, the Steve Nash Foundation is planning for the event to be an unforgettable night at The Mondrian in Scottsdale, Arizona. With all proceeds benefiting the Foundation's local Educare Arizona initiative, Steve Nash will be on-hand welcoming guests willing to pay $1,300 to attend the Nash Bash event and/or $13,000 for the gathering dinner taking place beforehand.

VitaminWater is supporting the event in a unique way by auctioning off thirteen (13) select bottles (starting at a bid of $250), offering bidders a chance to meet Nash himself at the Nash Bash.  

If you haven't had a chance, you need to check out the Steve Nash Foundation's webpage. The site is definitely a best-in-class example for charities looking to drive awareness/support for their initiatives.

The NY Rangers Use In-Ice Signage to Promote VitaminWater Products...

Has your organization considered using in-ice signage to promote its products?

The New York Rangers teamed up with Glaceau to feature in-ice signage depicting a VitaminWater bottle at Madison Square Garden. With most companies choosing to use in-ice and dasherboard signage to promote their brand logos, Glaceau's product placement is somewhat unusual in the sports marketplace. Check out the branding tactic below:

Adidas Commemorates Dwight Howards' All-Star Appearance...

Are you looking to derive incremental value out of your company's PSA deals?

Consider additional ways that you can commemorate your star endorser's achievements. With a number of jewel events taking place throughout the season (first game of the season, All-Star Game, playoffs, etc.), there are ample opportunities to leverage unique promotional offers and media campaigns.

Adidas has recently done a fantastic job touting Dwight Howards' appearance at the upcoming NBA All-Star Game. The apparel company recently released "Man Child", a viral clip that showcases Dwight Howard wearing some select Adidas gear (the Adidas All-Star Jersey, Adidas' TECHFIT PowerWeb and Padded compression gear, and Howard's TS BOUNCE Commander shoe).

The clip also kicks off an "Inside PHX with Dwight Howard" all-access initiative that fans can access by texting ALLSTAR to ADIDAS (234327). Throughout All-Star weekend, Adidas will enable fans to receive up-to-the-minute photos, videos, and text updates from Dwight at adidasbasketball.com. Check out the clip below:

Billboard of the Week - Mammoth Mountain

Are you looking for a creative way to drive eyeballs to your outdoor messaging?

Using a 3D illusion, Mammoth Mountain created a fantastic billboard campaign that was simple, yet effective. Consider new ways that you can use simple out-of-the-box tactics to drive awareness for your brand!

Have You Considered Post-Game Sponsor Photo Opportunities?

Are you looking for new ways to ingrain sponsors into the action of your events? Are you looking for new ways to provide unique experiences?

Sports organizations in Japan have begun a new practice where they feature the game's star players in post-game photo opportunities for major sponsors. Players are often chosen to take pictures with key representatives and life-sized product billboards. While this is an interesting practice, it would be interesting to see if star athletes in the NBA, NFL, MLB, and NHL would be willing to devote their post-game time to such activities.

Consider post-game photo opportunities as another way to deliver value for your corporate partners!

Drive Eyeballs at Events with a Touch of Creativity...

Are you looking to drive more eyeballs for your auto brand at the X-Games? Are you looking for creative ways to connect with Gen Y consumers?

Consider creating on-site displays that truly resonate with the generation of consumers that you are speaking to. Haven't we all grown accustomed to seeing automakers showcase a display of attractive cars at sporting events? In today's world, when consumers are seeking customization and differentiation, show them what they really want - something unique.

When have you seen a car with a mohawk? This would be a great subtle touch to drive awareness amongst Gen Y consumers visiting action sports events. What other creative touches can your organization come up with?

The Nets Entice Local CEO's With Free Team Sponsorship Offer...

Are you looking for a great way to generate some immediate buzz for your organization? Are you looking for a way to network with local industry leaders and spur new business leads?

The New Jersey Nets recently announced a tremendous offer that is sure to get some attention from CEO's in the NY/NJ metropolitan area. The Nets are offering CEO's throughout the local region a chance to compete in the Nets Metropolitan Madness Basketball Challenge in March for the chance to win a free Nets sponsorship for the first two months of the 2009-2010 season.

The Nets are setting up a bracket-style March Madness competition, with 64 companies (including 32 current Nets partners and a team of Nets employees) competing in 5-on-5 play at the Nets practice facility. The two (2) teams that advance to the championship game will face off at the IZOD Center on Monday, March 30th - an event that will include Nets celebrities on-hand serving as coaches.

What's up for grabs?

The winning company will receive:

• Two (2) months of free advertising (including courtside, television viewable signage)
• Advertising on the radio during Nets games and on NJNets.com

The losing companies will receive:

• 25 complimentary tickets for a Nets game in 2008, which includes food and beverage hospitality

The Twins Target Fans During the Super Bowl...

Are you looking for new ways to drive awareness for your organization? Have you ever considered buying local air time during the Super Bowl?

The Minnesota Twins aired the first commercial of their 2009 "This is Twins Territory" campaign at the end of the third quarter during Sunday's Super Bowl broadcast on their local NBC affiliate KARE-11. The :30 ad served as a great way for the club to target all fans watching the "big game" in the local Minneapolis and Saint Paul DMA's.

The commercial, entitled "Trucks" featured a handful of Twins players delivering supplies to the site of their new home, Target Field. The ad did a great job showcasing the Twins' stars and the fact that they will be moving into a new ballpark in 2010. The spot is the first of five that are expected to run throughout the 2009 MLB season.

Why run a baseball ad during the Super Bowl you might ask? Once football is over, people immediately start turning their attention to baseball and spring training. The Twins felt that it was the right time and a great audience to promote their product to. The Twins aired their first regional Super Bowl ad, "Sandlot", during the 2008 matchup between the New England Patriots and New York Giants at approximately a cost of $30,000.

Enclosed below are the Twins' two (2) Super Bowl ads - Trucks (2009) and Sandlot (2008):

Billboard of the Week - Liverpool FC

Are you looking to draw significant attention to your brand? Are you looking for new billboard techniques?

Liverpool FC recently did a terrific job turning a construction site into a mega billboard for their organization. The EPL club teamed up with Adidas to create a unique billboard that demonstrates that the Liverpool FC is more than just a team... it is a family crest.

Check out the billboard below:

Chalk Up a Promotional Victory for Nike and the Cavs...

Are you looking for new ways to integrate corporate partners? Are you looking for ways to capitalize on pre-game rituals of your team's star players?

On Christmas Day, Nike and the Cleveland Cavaliers teamed up to offer all fans in attendance a chance to join LeBron James while he completed his pre-game ritual throwing chalk into the air. As fans entered the Quicken Loans Arena, Nike distributed an exclusive "WITNESS" confetti chalk pack with instructions on how and when to throw. 

Just prior to tipoff, Nike successfully created a reenactment of its "LeBron Six-Chalk Edition" television commercial when thousands of Cavaliers fans joined LeBron James with the infamous chalk throw at press row. The promotion scored a lot of media attention and served as a great way for Nike to let fans live in the moment and experience something really special.

Nike complemented its distribution of confetti chalk packs by shooting 1,000 limited edition 12.25.08 Nike WITNESS t-shirts into the stands. The Cavaliers supported this by offering a special gift-with-purchase promotion that enabled Cavaliers fans to receive a 12.25.08 WITNESS shirt with the purchase of $50+ of Nike product in the Cavaliers Team Shop or on CavaliersTeamShop.com

Check out the promotional execution below:

A special thanks to alex Vitanye of the Ohio University Sports Administration Program for his insights and contributions to this column!

Wake Forest Has One of the Best Intros In Sports...

Are you looking to enhance your pre-game introductions? Are you looking for ways to drive fan excitement before tipoff?

Wake Forest University has created a tremendous pre-game introductions scheme for its 2008-09 men's basketball season. The University athletic department does a great job engaging fans and building energy in the building. Check it out below:

'09 Super Bowl Activation and Branding Gallery

Are you looking to enhance your on-site experiences for fans at football events? Are you interested in seeing how the NFL activates around its premier event of the year?

The 2009 NFL Super Bowl, hosted in Tampa, Florida, featured plenty of activities and events for fans leading up to the big game. While the status of the current economy caused many sponsors to stay home, fans were still treated to a variety of interactive football-themed areas around town.

Check out 50+ pictures of activation, fan experiences, and branding tactics around this year's Super Bowl here: 2009 Super Bowl Activation and Branding Gallery

Looking to Make a Splash at the X-Games?

Is your brand looking for a way to make a BIG impression on consumers? Are you looking for ways to leverage an X-Games corporate partnership?

Rob Dyrdek recently teamed up with California Skateparks to create a giant skateboard that will be used in Dyrdek's new show on MTV (Rob Dyrdek's Fantasy Factory). The skateboard is mobilized and requires just a few people to push it from place to place.

Organizers for the X-Games and other action sports events should consider creating/outfitting similar creative platforms to drive awareness for their corporate partners:

• Outfit the giant skateboard with giant tires to promote a supporting tire partner
• Feature a vehicle perched atop the skateboard to promote an automobile partner
• Feature XX vending machines on top of the skateboard to leverage a beverage partner
• Promote skateboard products in a "big" way with a giant skateboard
• Create an interactive exhibit where teams of five (5) attendees can race against one another pushing a giant skateboard for the chance to win free tickets to next year's X-Games event

Check out some pictures and video of Rob Dydrek's giant skateboard in action at the Venice Boardwalk:

 

Cardinals Fan Buys Super Bowl Ticket for $29...

Are you looking for a new way to buy, sell, and trade tickets? Are you looking to see your favorite team play in a championship game at a low cost?

This year, one lucky Arizona Cardinals fan was able to purchase a ticket to the Super Bowl for just $29... the same ticket that many others pay thousands of dollars more to purchase (on the open market, Super Bowl tickets cost $1,400+).  

How?

In December, the fan went on to the site yoonew.com and purchased a Super Bowl futures contract for the Cardinals and Steelers to meet in the Super Bowl. The fan was willing to risk $29 for the chance that if both teams made the Super Bowl, he would receive a free ticket at no additional cost. If they didn't win, he would lose his investment.

The prices of futures contracts on yoonew.com continuously change based on a team's chances of making it to the championship, providing fans a chance to win when their teams win. The investment costs range based on the teams selected, event, and timing of the purchase.

Yoonew.com offers a pretty interesting ticketing business model. The site claims to be the world's first futures exchance for event tickets, serving as a real-time online trading platform that gives fans, traders, and resellers a safe place to trade tickets. 

Check out a video clip below of a local news channel covering yoonew.com's $29 Super Bowl transaction:

A special thanks to Claudio Cabrera of yoonew.com for his insights and contributions to this column!

Tap into the Minds of Sports Industry Leaders...

Are you looking to enhance your knowledge and gain insights from industry leaders? Are you looking for a new resource for sports business information? 

Russell Scibetti has recently done a great job hosting a series of podcasts on his website, The Business of Sports. Each of the podcasts, which range in length from 10-30 minutes, enable users to tap into the minds of some of the industry's leading professionals. Thus far, Scibetti has featured a host of speakers, with many more to come.

• Michael DiLorenzo, Vice President of Communications, NHL
• Mark Tudi - President, SportsCareers.com
• Brian Gainor - Founder, PartnershipActivation.com

The Business of Sports' podcast feature enables users to tap into specific areas of industry expertise. Scibetti even enables readers to submit questions that they would like discussed on upcoming podcasts. If you have a moment, check out some of the things Russell is doing with TheBusinessofSports.com. You will be impressed with the content that you find!