Are You Interested in the Fans' Point of View?

Are you looking for ways to make your team website more fan-centric? Are you looking for new ways to incorporate the voice of the fan in your team offerings?

Manchester City FC of the English Premier League have done a tremendous job creating an outlet for fans to have a voice on their club's official website. The team created a designated section called "The fan's point of view" that provides a list of team-related sites created by Manchester City fans for fans.

The designated fan site page enables the club's supporters the opportunity to submit details and a jpeg of their site for the chance to have it featured on the official Manchester City team homepage. The team includes everything from official sites to blogs to individual forums. Manchester City's claim is "if it's Blue, and it's online, chances are we've found it".

The team also features an interesting "My First City Game" segment on its team website where fans can add a short synopsis of their first experience attending a Manchester City Game.

Check out the fan features below:

Looking to Drive Web Traffic on Draft Weekend?

Are you looking for new ways to engage fans on Draft Weekend? Are you looking for ways to provide fans with up to the minute news and information?

Teams looking to offer fans unique content around Draft Weekends and other major events should consider benchmarking CBS Sports' newest initiative, Rapid Reports. CBS is using a Rapid Reports feature on its website (situated on the main page just below the horizontal banner ad on the top of the page) to announce late breaking news from NFL training camps around the nation. The in-depth coverage has proven to be an engaging way to drive new (and repeat) traffic to its site, CBSSports.com.

For the project, CBS has enlisted 32 bloggers to file one-line reports throughout the day (following a Twitter-like model). Each blogger provides concise updates on a daily basis from NFL training facilities and stadium.The new Rapid Reports feature has surely distinguished CBS Sports from the rest of the pack (even ESPN) when it comes to providing late breaking NFL news and information.

With this being said, sports properties have a unique opportunity to benchmark this tactic (and event take it to the next level) by providing unique content that cannot be found elsewhere. With access to behind-the-scenes information and details, sports properties have a unique opportunity at-hand to provide fans with an in-depth perspective that is both captivating and insightful. On Draft Weekends, fans are looking for as much unique content as they can get.

Therefore, if you can provide a 15-minute tracker on what draftees are doing (who they are talking to, their schedule on draft day, which family members are with them, who designed their clothes, what current players are saying about them), there is a greater chance that fans will continue to return to your site.

Teams looking to drive incremental website hits (either organic or repeat) should consider creating a"Breaking News" featureon the upper-middle section of their website that serves as a hub for breaking newstaking placeduring significant event weekends. It is important to note that sports properties should only feature this function during times when there will be a consistent amount of updates and activity (if not, consumers will become immune to looking for late breaking information here).

Check out CBS Sports' Rapid Reports feature below:

Billboard of the Week - Budweiser, World Cup

Are you looking for ways to promote significant sporting events in international markets? Are you looking for ways to incorporate products into outdoor messaging campaigns?

As the world gears up for the 2010 South Africa World Cup, Anheuser-Busch is driving some buzz in the Far East with a captivating billboard campaign. The global brewing company recently unveiled a captivating outdoor messaging campaign in Japan that portrays what the World Cup would look like from the inside of a Budweiser can.

The billboard does an effective job incorporating the passion, emotion, and athletes competing in the World Cup but more importantly it uses a blend of side imagery to turn the Budweiser can into the focal point of the campaign. One cannot help but direct his/her attention to the middle of the billboard... the Budweiser can.

Looking to Promote Horse Racing Sponsorships?

Are you looking for unique ways to promote upcoming events taking place at a horse track? Are you looking for new ways to drive awareness in the local marketplace?

Sports marketers looking for new ways to drive awareness for racetrack sponsorships should consider taking their show on the road. PMU, a leisure company devoted to conceiving, promoting, and marketing horse betting in France, recently promoted its status as an official partner of the Tour De France with two (2) unique mobile vehicles during a pre-race parade.

The mobile vehicles did a great job driving awareness for its services. Check out some pictures of PMU's activation below:

Burger King Turns its Jersey Deal Inside Out...

Are you looking for new ways to maximize a jersey sponsorship? Are you looking for creative ways to leverage partnerships in the game of soccer?

Brands looking to derive incremental value out of their jersey sponsorship deals should consider benchmarking a tactic recently implemented by Burger King overseas.

After signing on as an official sponsor of the Spanish soccer club Getafe (a 1-year, $1.8MM agreement), Burger King made a splash in the sports marketplace when it revealed the team's new branded soccer kit.

While soccer clubs traditionally sell the front section of their home/away jerseys to signature jersey sponsors, Burger King took their team apparel branding to the next level. The QSR chain decided to feature an upside down picture of the King on the inside of the jersey so when the team's players pull their shirt over their heads after scoring a goal, it will appear as if The King (e.g. Burger King) is taking part in the celebration... an extremely clever idea!

Take a minute to check out some pictures of Getafe's new soccer kit below:   

 

Burger King's jersey sponsorship wouldn't have been complete without clear instructions for Getafe players on how to execute the preferred goal celebration:

Gatorade Masters the Art of Michael Jordan...

Are you looking to create a captivating in-market display that utilizes your products? Are you looking for new ways to leverage athlete endorsers?

As CNBC's Darren Rovell reported a few weeks ago, Gatorade recently created a unique mural of Michael Jordan on a sidewalk in the South Side of Chicago using 14,641 Gatorade bottles. The sidewalk street are was created to introduce the brand's new, limited edition Jordan Series (which includes six (6) different MJ-themed flavors) and commemorate His Airness' upcoming induction into the Naismith Memorial Basketball Hall of Fame. 

Gatorade called on an internal team of experts and celebrities (Scottie Pippen, Jackie Joyner-Kersee) to create the impressive street art display in a matter of only 16 hours.  A series of lighting fixtures enable the thousands of Gatorade bottles making the Michael Jordan display glow at night time. But what's even more impressive than the actual display itself is the amount of preparation, teamwork, and planning that was required to execute the project. The second video below does a tremendous job detailing all of Gatorade's behind-the-scenes work. Check it out!

The Warriors Team Up with Vontoo to Create a Custom Ticket Sales Piece...

Are you looking for new ways to showcase postseason success to drive retention of season ticket holders? Are you looking to create an engaging ticket sales piece that leaves fans wanting more?     

During the 2009 NBA offseason, the Golden State Warriors teamed up with Vontoo, Inc. to create an interactive video offering that combines the action of video with the personalization of custom phone messaging.

The video, which models similar creative pieces developed by the University of Gonzaga, Arizona State, and the Miami Dolphins, effectively reminds fans why they love the Warriors and encourages them to act on their affinity for the organization by re-purchasing their season tickets for another season.

The engaging sales piece places Warriors fans in the heat of the action (during the playoffs when the team is playing high caliber basketball). During a timeout, Coach Don Nelson draws up a play for the viewer (through custom Vontoo technology), who is deemed imperative to the team's success. After the Warriors make the game winning shot, Nellie calls the viewer to thank him/her for their contributions and encourages them to come back for another year of Warriors basketball.

The piece is well executed (placing consumers in a moment of high passion) and serves as an effective benchmark for other properties looking to create new season ticket holder retention tools. Check it out below:

A special thanks to Meg Charlebois of Dittoe Public Relations for her insights and contributions to this column.

Hugo Boss Goes Ambush on the British Open...

Are you looking for ways to drive brand awareness at premier sporting events without paying large sums for partnership fees? Are you looking for creative ways to leverage sponsorships in the golf space?

During live television coverage of the '09 British Open, Hugo Boss pulled off one of the greatest ambush marketing tactics seen to date at a premier sporting event. The high-end menswear apparel company creatively parked a hi-tech sailboat in the waters off Turnberry, Scotland that appeared in the tournament's worldwide television coverage.

The sailboat's extensive branding was easily picked up on camera, providing extensive media value for the Hugo Boss brand as their target demographic watched from around the globe. While some companies paid large sums of dollars to advertise through ABC's coverage of the tournament, Hugo Boss found a sneaky way to effectively incorporate its brand into the coverage.

Source: Industry.BNet.com

A special thanks to Jeff Snyder of the Kansas City Chiefs for his insights and contributions to this column.

Partnership Activation 2.0 Newsletter - July Issue

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 July 2009 Partnership Activation 2.0 monthly newsletter. If you like what you see, please pass it along to two (2) friends outside of the industry who also may enjoy some of the insights shared in the newsletter.

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

• MeshMedia Technology
• 10 Current Industry Trends to Keep an Eye On
• Making Fans Desire Your Product on Gameday
• Partnership Spotlight: Chicago White Sox
• The Veritix Sports Marketing Newsletter
• The Partnership Activation Rising Stars Program
• Guerrilla Marketing Thought Starters
• Ways Non-Profits Can Leverage Corporate Partners

*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 July 2009 Issue now... and don't forget to pass it along to some friends! 

 

Nike Takes its Livestrong Campaign to the Streets of New York...

Are you looking for new ways to engage consumers on-site? Are you looking for ways to give fans a voice as part of an impactful messaging campaign?

Over the years, Nike has done a tremendous job building equity behind the Livestrong campaign, a foundation started by legendary cyclist Lance Armstrong. Over the past few months, the campaign has taken a life of its own in France as well as the United States.

France (featured during the 2nd stage of the Tour de France)

Livestrong created a "Chalkbot" that enables consumers to submit inspirational messages that will be featured on the streets of the Tour de France. The Chalkbot is a trailer mounted device that operates similar to an ink jet printer, spraying messages and graphics on road surfaces. The Chalkbot provided a way for consumers across the world to share words of hope, inspiration, and encouragement with others across the world. Check out the Chalkbot below:

New York City

Livestrong recently aligned with Macy's to bring Macy's Herald Square in New York City to life for consumers. Livestrong representatives set up chalk walls for consumers to send messages of hope, inspiration, and support to those battling cancer and Lance Armstrong on his Tour de France journey. The Livestrong Foundation also outfitted numerous window displays with inspiring messaging campaigns and related elements. Athlete Director Dave features a collection of photos of the event on his Flickr page HERE. Check out some highlights of the event below:

 

adidas Unveils Amazing Soccer Viral Pieces Worldwide...

Are you looking for new ways to generate interest in your sports organization or brand? Are you looking to create a captivating viral campaign?

Over the past few months, adidas has unveiled some amazing soccer viral pieces designed to generate interest amongst consumers across the globe (specifically targeted at Japanese and Western European consumers). The company currently features the videos on their adidas.tv platform, a site that serves as a one-stop destination for unique adidas content.

Check out all of the inspiring viral pieces below - a very captivating campaign!

Source: http://www.footballshirtculture.com

adidas Rides with the Three Stripe Skate Hype...

Are you looking for new ways to drive incremental buzz and attention to a skating event? Are you looking for unique ways to tie in artists and corporate partners in the action sports space?

Over the past few years, adidas has done a tremendous job executing its Three Stripe Skate Hype skateboarding events in Shanghai, China. To drive participation from the best skaters in China, adidas has rented out different Shanghai sculpture spaces to put on the skateboarding extravaganza.

To give each of the events a unique feel, adidas called on eight (8) of the world's skate-industry stylists to paint obstacles featured on the course, creating an unparalleled skating environment for young Chinese skating enthusiasts. The best skaters in China come to battle it out against the adidas skate team for the opportunity to win hand-painted decks created by the professional artists involved.

As part of its pro-Chinese skate movement, adidas even let local Chinese skaters design a course that incorporated elements one wouldn't normally find in a typical skate circuit (flight of stairs, wheel chair ramp, etc.). The giant apparel company then hired a local artist to bring the course to life and offered an exclusive event for skateboard enthusiasts to come out and enjoy skating, food, beer, and art.

Check out some pictures of adidas' Three Stripe Skate Hype events below (as well as video of the action here):

The Dodgers Claim LA As Their Town...

Are you looking for new ways to drive affinity in the local marketplace? Are you looking for ways to incorporate celebrities and super fans into your team's outreach efforts?

The Los Angeles Dodgers have done a tremendous job creating an outdoor messaging campaign that is helping them "own" the city of Los Angeles. Over the course of the 2009 MLB season, the Dodgers are unveiling the campaign, centered around the tagline "L.A. is my town", through a four-phase approach:

• Phase 1 - Centered around Manny Ramirez
• Phase 2 - Centered around the team's starters (pitchers, fielders, coaches)
• Phase 3 - Local, relevant stars and celebrities
• Phase 4 - Los Angeles Dodgers "super fans"

To really make the campaign resonate with fans in different communities across Los Angeles, the Dodgers even released a string of billboards targeting Hispanics (Spanish messaging), surfers and beachgoers (beach and lifeguard signage) and fans who attend games (signage with a tie-back inside Dodger Stadium). Fox Sports recently sat down with Erica Johnson, the Dodgers Manager of Advertising, Marketing, and Promotions to discuss the campaign - check out the clip HERE.

Phase 3 of the campaign (which was just released) has proven to be the most exciting (and viral) yet. The team has done a tremendous job aligning with recognizable celebrities and figures. While consumers in the marketplace may not understand the celebrity tie-in initially, they will eventually understand that the Dodgers are just using them to show that they have backing from people of all upbringings in the community (and it's cool to be a Dodgers fan). Check out some of the "celebrity billboards" below:

Kim Kardashian

 

Oscar De La Hoya

Yoda

Tara Lapinski (former figure skater - not sure on the exact correlation with this one)

Clout (local extreme sports pros)

Billboard of the Week - Ikea

Are you looking for ways to drive awareness for discounted ticket sales? Are you marketing a new, low-cost ticket price?

There is no question that Ikea is one of the best in the biz when it comes to creating compelling messaging campaigns that peak consumer interest. The company recently unveiled a creative billboard that SCREAMS low prices.

How did Ikea do it? They turned a full-size billboard into a giant price tag attraction (with a small chair attached). Using a little billboard creativity pushing price (over product), Ikea was able to effectively capture the attention of consumers passing by.

Which presents the following questions for sports marketers:

• With the economy forcing organizations to lower ticket prices, why not take a gamble and create a billboard campaign that completely sells fans on the low price point/value of ticket prices (versus selling the brand, the product on the playing field, or incoming opponents)?
• Why not turn a billboard into a giant ticket stub that displays an affordable price in a big, bold font with a small visual (i.e. basketball) attached?

Teams can also consider modeling Ikea's billboard practice to drive sales for select merchandise or awareness for exclusive in-venue destinations. Corporate partners can model the idea to push price-points using in-venue signage.

Bring Signage to Life with an Element of Engagement...

Are you looking for new ways to engage consumers on-site, despite having limited resources? Are you looking for new ways to leverage in-venue signage?

As stadium clutter remains a point of concern for corporate partners, sports marketers should consider new ways to engage fans using static stadium signage. The enclosed adidas ad (as featured in Japan) serves as an excellent benchmark for corporate partners looking to bring their static signage to life on game day.

By simply clipping/attaching a select number of VIP badges (5/50/100/1,000) to a static piece of signage located in the stadium concourse level, corporate partners can electrify excitement among fans. With a simple call to action (video board/LED messaging, PA, ticket stub, online mention prior to the game), sponsors can leverage their stadium signage to serve as a "stadium destination" where fans can hurry to win badges redeemable VIP experiences, exclusive merchandise and a variety of other prizes.

As an example, Coca-Cola could feature an announcement on the video board during halftime that directs fans to head to a select Coke-branded pillar for the chance to win 1 of 100 VIP badges (that can be redeemed for: limited edition online music downloads, exclusive gameday experiences (e.g. ballboy, post-game party, floor seats), co-branded team gear, free Coca-Cola at games for the rest of the season, etc.).

Sponsors can build excitement throughout the season by rotating the location of their signage inventory in-venue (causing fans to go look for it prior to the game) and offering new prizes. With the advent of QR codes and RFID technology, corporate partners will soon be able to replace VIP badges with select barcodes that scan to win prizes.  These efforts will help corporate partners:

• Drive incremental value out of their existing inventory (turning bland stadium signage into venue destinations for fans - almost like a scavenger hunt)
• Reward fans (driving demand/interest through scarcity)
• Tie signage inventory to additional assets (hospitality, drive traffic to online destinations, etc.)

Are You Using Sex Appeal to Sell Season Tickets?

Are you looking for new ways to get fans to pick up the phone and order season tickets? Are you looking for new ways to leverage your organization's cheerleaders or dance team?

The Phoenix Suns are currently leveraging the sex appeal of their dance team to drive traffic and interest in season ticket packages. The team prominently features pictures of their dance team wearing headsets (mirroring a practice used by adult hotlines) to drive click-thrus to landing pages that respond to inquiries and provide additional information.

Check out their persuasive messaging tactic below (and click through the image to see the landing page the Suns organization are directing fans to): 

Teams, Leagues, and Brands Take a Community Focus...

Are you looking for new ways to demonstrate a commitment to the local community? Are you looking for ways to honor local citizens for their dedication to helping others?

Here are a few examples of ways that teams, leagues, and brands are stepping up to reward those making a difference in the local community:

Major League Baseball

Major League Baseball and Fox are teaming up to create a "giving back" message around the 2009 MLB All-Star Game. Prior to the game, President Obama will appear alongside former Presidents Bill Clinton and Jimmy Carter in a 7-minute video stressing the importance of goodwill and community service.

Major League Baseball is hoping that this message will help boost the morale of millions of Americans around the nation who have had to persevere through trying economic times. The league will honor people who have done goodwill in each of baseball's 30 markets at the game as well as the video shown prior to the live broadcast of the game.

This activation will complement the All-Star Charity Concert (presented by Pepsi) that features a live performance by Sheryl Crow under the Gateway Arch on Saturday, July 11th.

Home Depot

Home Depot is leveraging is partnership with Major League Soccer to host a promotion that enables Utah residents to nominate their community All-Stars for a chance to win a $1,000 Home Depot Gift Card and a 2009 MLS All-Star Game Prize Pack that includes two (2) tickets to the game. The promotion provides consumers the chance to tell why in 3,000 words their nominee should win the select award (based on their contributions to the community).

Tampa Bay Rays / Beef O'Brady's

The Tampa Bay Rays and Beef O'Brady's recently teamed up on an initiative to honor All-Star moms in the local Tampa marketplace. From July 7th to July 29th, kids of all ages can go to one (1) of 54 Beef O'Brady's locations across Tampa to register their moms for an array of prizes that include a personalized jersey, a private meet-and-greet with a Rays player, four tickets to an upcoming game, and a $100 gift card. The collaborating parties will choose five (5) lucky moms from hundreds of recipients to win the select prizes.

Boston Fans to Search for the TD Garden Golden Ticket...

Are you looking for ways to drive positive buzz around a stadium naming rights agreement? Are you looking for ways to stimulate interest in the local sports marketplace?

When the TD Banknorth Garden is officially renamed the TD Garden on July 16th, venue operators are celebrating the entitlement change by offering Boston Bruins and Boston Celtics fans the chance to win something special - a pair of season tickets to every TD Garden event during the 2009-2010 season (a pirze pack valued at $22,606.00.

TD Garden operators are set to host a TD Garden Golden Ticket Giveaway, a promotion mirroring the famous one featured in the movie Willie Wonka and the Chocolate Factory. Five (5) TD Garden Golden Tickets will be inserted into limited-edition TD Garden chocolate bars that will be distributed free of charge to fans only at the TD Garden and select TD Banknorth locations on July 16th.

Of the five (5) lucky Golden Ticket recipients, one fan will win the free pair of season tickets to every TD Garden event during the 2009-2010 season. The others will still be treated with star treatment as they will receive two (2) tickets to a 10-game combination Bruins and Celtics package and a $500 Garden Gold Card.

Think your chances of winning are slim? 912 other team-related prizes will also be stuffed into the limited edition candy bars, meaning that a large number of fans will have the chance to win a variety of prizes, tickets, suites, and discounts.

Events taking place during the 2009-2010 calendar year at the TD Garden include:

• Boston Bruins Season Tickets
• Boston Celtics Season Tickets
• Boston Blazers Season Tickets
• Eight (8) Concerts
• Disney on Ice
• Ringling Brothers and Barnum Bailey Circus
• Harlem Globetrotters Event
• World Wrestling and Entertainment Event
• Beanpot Tournament
• Hockey East Tournament
• $500 Golden Card

Check back for results on the program's July 16th execution!

 Sources: Photo - Briburt on Flickr

ING Direct Grabs Global Attention with Professional Fan Contest...

Are you looking to create a campaign that will stimulate incremental media coverage for your organization? Are you looking to create a promotion that leverages social media tools?

ING Direct recently featured a case study of its extremely successful Formula 1 "Professional Fan" 2.0 campaign online for sports business professionals to model. ING created the campaign as a way to increase consumer engagement with F1 driver Fernando Alonso, who is often perceived as being distant and unapproachable.

The promotional campaign centered around Alonso putting an advertisement in the newspaper looking to hire a professional fan who represented him during his chase for the F1 Championship. Consumers were asked to submit video entries for why they should be chosen for the position (and receive 3,000 euros to represent him during the season)

The case study demonstrates how ING Direct was able to use a creative promotional concept to drive awareness and engagement across the globe, despite having a limited activation budget.

The campaign drew 800,000 visitors to the promotional website, 35,229 user entries, 11,253 comments on blogs and Facebook, 459,000 YouTube impressions, and occupied a media space valued at 2.5MM euros. Thus, it is worth taking five (5) minutes below to check out the impressive case study of the promotional campaign below!