Could We See The Gatorade Shower Reinvented Virally?

As Gatorade begins to experience an early pickup in sales after taking a drastic blow during the recession, it would be very refreshing to see the brand breathe new life by releasing a set of viral videos that feature professional football players giving Gatorade showers to unsuspecting consumers in public settings.

The company is currently dedicating a significant amount of attention to its varieties brands, "Prime" and "Recover" and educating consumers about the benefits of drinking Gatorade before and after workouts. To help drive home this message, it would be terrific to see the company release a set of virals that feature ordinary gym-goers getting drenched with a Gatorade shower by a group of professional athletes after finishing an arduous workout.

Where did this thinking originate from?

The Chicago Bears recently teamed up with Gatorade to film a terrific commercial that supports the team's marketing strategy of "One City, One Team". In the spot, Bears linemen Tommie Harris and Anthony Adams gave a Gatorade shower to an unsuspecting reporter who acted as a good samaritan earlier by picking up a piece of trash. The spots are humorous, effectively tie a natural element from football sidelines across the nation to every day settings, and could definitely be a huge hit in the social media marketplace.

Check out two videos below that capture the photo shoot that the Chicago Bears recently shot with Gatorade at Chase Plaza.

Source: ABC7Chicago.com

Tissot Uses QR Codes to Bring Its Race Models to Life

Are you looking for new ways to leverage models on-site at sporting events? Are you looking for ways to integrate social media elements into your current activation plans?

Swiss watch manufacturer Tissot recently took its on-site activation at MotoGP Red Bull Grand Prix events to new heights by placing QR codes on the outfits of its Umbrella Girls (models)on-site. The social media strategy enables racing fans touring the at-track Tissot footprint to bring their unforgettable real-world experience to life in a virtual setting where they are more apt to learn about products, take advantage of special promotional offers, and ultimately make purchases. 

How does it work?

Fans simply have to walk up to the Tissot models and scan a QR code on their outfit with their smart phone (usually this requires downloading an app like Microsoft Tag Reader). When scanning the QR Code from a close distance, fans are then directed to a Tissot mobile page where they can purchase products and engage in special offers.

This strategy serves as a terrific benchmark for brands looking to engage with consumers on-site or on-premise (at bars, restaurants, retail, etc.) more effectively. The QR codes serve as a conversation starter for models, demonstrate that a brand "gets" social media, and helps foster a memorable experience for fans.

Check out the video below as this will soon become commonplace in the sports marketplace as QR codes become readily adopted. While the United States lags behind, QR codes are already heavily embedded in Japanese culture.

Tissot is incorporating Danica Patrick in the QR Code mix as well...

Bring Furniture Sponsors to the Tailgate Lots

Are you looking for new ways to leverage furniture sponsors on game day? Are you looking for new ways to activate in your tailgate lots?

Sports organizations looking for new ways to deliver value for their corporate partners on game day - specifically furniture sponsors - should take a close look at the video below. A couple of students at BYU built a motorized couch using a motor from a wheel chair to get around on game day.

This idea serves as a great way for sports organizations to bring their furniture sponsors to life on game day. Instead of featuring a furniture display within the stadium concourse that you hope will draw fans, create ways that you can bring furniture to the fans, especially during the 3-4 hour tailgate window prior to games. The end result will be more impressions, more engagement, and a stronger call-to-action!

Check out the video below:

July 2010 Partnership Activation 2.0 Newsletter

Thank you for coming here to check out the July 2010 Partnership Activation 2.0 newsletter. As you tune in to Major League Baseball games, the NFL preseason, and other sporting events, please feel free to send along any sponsorship/marketing best practices and unique activation tactics that happen to catch your eye.

Click here to check out the new July 2010 Partnership Activation 2.0 monthly newsletter.

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

• Player / Alumni Challenges (Highlighted by the Herbal Magic Weight Loss Cup)
• Miller Lite's Recent "Ray for a Day" Initiative
• Facebook-Themed Scoreboard Features
• World Cup Activation and Branding
• Xtreme Insight's World Cup 2010 Wrap Report
• Creativity in the Sports Marketplace
• July 2010 Partnership Activation Rising Stars
• Sports Technology Watch
• Facts and Insights About the the 2010 Wimbledon Championships
• Creative Ways to Leverage Dunkin' Donuts
• Idea Box

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.

Check out the July 2010 Issue now... and please feel free to send along any feedback or suggestions you have this month! 

 

If you enjoyed the July 2010 Issue, you may also be interested in:

• 140 Reasons Sports Teams Should Use Twitter
• 40 Ways Sports Teams Can Utilize Foursquare
• The 100 Hottest Promotional Items in Sports
• World Cup Viewing Parties From Across the Globe
• The 10 Best Sports Billboard Themes of 2009

Mobilizing Brands - Benchmarking the Tour de France

With thousands of fans tailgating outside stadiums and arenas every given night, ample opportunities exist for brand marketers to drive consumer impressions and partnership affiliation awareness. As organizations and brand partners continue to analyze opportunities inside stadium parking lots, it's hard to ignore what has become a common practice at the Tour de France.

With limited marketing opportunities along the course, Tour de France sponsors invest their activation dollars into building mobile vehicles designed to entertain fans lining the course. These vehicles, traveling as a parade of sponsors, serve as effective awareness drivers for partnering brands.

Sports organizations in the United States can benchmark this practice of mobilizing sponsors by incorporating them in:

• Tailgate lot activation (on display; strolling through the tailgate lots)
• Pre-Game Team Walks (Tiger Walk, etc.; serving as a prelude to the team's arrival)
• Race Track Activation (driving along a NASCAR track prior to a race or during a caution)
• Championship Parades
• Team Festivals
• Guerrilla Marketing (Operating Co-Branded Vehicles)
• Retail Activation Displays
• On-Field Vehicles (Drive on the Warning Track or On-Field During Pre-Game; Stretchers, etc.)
• Pace Cars During Marathons / Endurance Events

Check out how sponsors are being mobilized at the Tour de France below:

View more presentations from Brian Gainor.

40 Ways Sports Teams Can Utilize Foursquare

Foursquare is one of the hottest social media platforms driving business in 2010 and the opportunities for integration in the sports space are endless. Here are some tips for how your sports organization can utilize Foursquare: 

5 Key Tips to Remember When Implementing Foursquare Initiatives:

• Foursquare should be primarily viewed as a fan engagement channel that offers indirect monetization opportunities (driving ticket sales/concessions/merchandise, promoting corporate partners, etc.)
• Do not create promotions that just reward "Mayors" (those who have checked-in at X venues the most times) - this limits the promotional audience as there are oftentimes only a handful of people who can overtake the Mayor to receive the promotional discount
• Set realistic expectations - While the number of users and check-ins are on the rise, expectations for Foursquare promotions should still be set relatively low until the sports industry begins to experience more of a mainstream adoption rate 
• Foursquare promotions are not self-sustainable - Teams must market Foursquare promotions in-arena, on their team home page, through social media channels (Foursquare, Twitter), and find a way to incorporate notable corporate partners and team personnel (players, coaches, alumni, cheerleaders, mascots, staff)
• Capitalize on Foursquare by creating venues within your venue (Stadium/Arena) to drive traffic to party decks, stadium gates, concessions stands, the team shop, corporate partner displays, etc.
  • To start, claim your venue on the Foursquare venue page: http://foursquare.com/businesses

40 Ways Sports Teams Can Utilize Foursquare

1. Offer a team-branded Foursquare badge
2. Give fans a 15% discount at the team store after their 5th check-in
3. Reward the person with the most-checkins (the Mayor) at the team store with 25% off purchase (note that this must be accompanied by a seperate offer for the general public to be effective)
4. Run a real-time treasure hunt that rewards fans for checking in at certain venues (arena, team shop, corporate partner retail locations, games, etc.) with free tickets, merchandise, etc.
5. Encourage fans to check in at billboards/outdoor signs to receive rewards
6. Encourage fans to post tips about their experiences (e.g. tracking fan feedback to see what arena experiences they enjoy the most)
7. Have players check-in at corporate partner retail locations (to drive buzz)
8. Run a promotion that encourages fans to check in at the arena for the chance to receive a Swarm badge (which is given out if 50+ people check in at one venue at one time)
9. Run a contest to see if the team can set the Guinness Book of World Records for most check-ins at one location (Manchester City FC tried doing this in May - the record at that time was approximately 500)
10. Offer fans who check-in for the 1st time at the ticket counter a premium discount or unique giveaway
11. Utilize Foursquare like a Loyalty Card and offer different levels of rewards for X number of check-ins
12. Promote Foursquare ticket offers (receive 25% tickets when checking in at the ticket box office and purchasing a pair on Wednesdays)
13. Provide an incentive for bringing family/friends; Offer a free concessions item for fans that check-in with more than 3 people
14. Run a special on the team's Foursquare page that allows fans to get 30% off a stadium tour when checking in at the stadium on a non-game day
15. Provide tips to fans about the hottest things to check out at the arena on given nights
16. Offer a unique experience for all fans who check-in at all regular season home games
17. Highlight new party deck experiences at the stadium/arena via Foursquare
18. Promote game day giveaways on the team Foursquare page
19. Offer tips to fans about new concessions items and merchandise in the team store
20. Offer tips for families and students about the best time to purchase ticket value packs
21. Leverage corporate partners (e.g. Subway) by offering a $5 gift card to fans who check-in at select party decks, special events, or at the stadium gates 1.5 hours before the game
22. Teams can utilize Foursquare initiatives to provide their fans with real-time, engaging offers on Twitter and Facebook (to bring those channels to life)
23. Offer fans that check-in when the gates open exclusive access to a pre-game lounge where the team features a player appearance, etc.
24. Host a social media panel where team personnel teach fans how to use Foursquare to become a more avid fan
25. Tie in a cause marketing component to a Foursquare promotion - Run a "Foursquare Mayor Gives Back" promotion where a team (or corporate partner) collects can goods/clothing/donations and the Mayor of the Arena gets to choose which charitable organization the items get donated to
26. Have team employees working at the stadium gates, concessions stands, and team store wear pins that tell fans that they can win $1,000 by "checking in" on game day
27. Provide fans who "check-in" at the arena with fun facts about the team
28. Use Foursquare check-ins as an additional fan database (that can be rewarded with virtual gifts, specials on ticket offers, etc.)
29. View Foursquare as a means to reach tech-saavy fans that can be used as a control group to better understand new ways that technology can improve the game day experience
30. Leverage Foursquare as a means for guerrilla marketing, where players/team personnel can "check-in" at Gate 4 outside the stadium and tweet out that the first 4 people that meet them at the gate can receive free tickets
31. Reward fans who check-in at special team events with promotional codes for free ringtones, wallpaper downloads, etc.
32. Reward fans who show a corporate partner badge (e.g. Subway) - Note: CNN just had Official Foursquare badges released for Official World Cup Watch Parties it held
33. Offer a team badge that fans watching at home can receive by simply checking in with the team name in their post (the Boston Celtics/LA Lakers did this during the 2010 NBA Finals)
34. Host Swarm Badge Team Watch Parties
35. Offer a promotion where if fans check in at all four (4) stadium gates during their experience, they can receive a free team t-shirt at a select customer service desk
36. Teams can reward employees for "checking in" (free coffee, free parking, etc.)
37. Teams can leverage Foursquare at Job Fair booths where they reward job prospects with a free premium giveaway, etc. for checking in (an initiative that can help teams gauge which prospects are the most tech-saavy)
38. Incorporate Foursquare into corporate partner B2B sessions as a means to demonstrate new thinking and opportunities for social media integration
39. Track trends about fan behavior (by understanding when/where consumers are checking in, teams can consider new engagement opportunities, etc.)
40. Distribute free virtual tickets at sports locations (sports bars, parks, gyms, etc.) that can be redeemed for real tickets to a specific game - The New Jersey Nets teamed up with VaynerMedia and Gowalla to execute a similar campaign

For more ideas of ways that businesses are leveraging Foursquare, click here.

Looking for a New Way to Sell Season Tickets?

If your organization is looking to create a new OOH campaign to sell season tickets, consider creating billboards that say, "Looking for a Sign to Buy Season Tickets This Year? Here it Is". Organizations can take this call-to-action to the next level by accompanying it with a special promotional offer (discount on tickets, free premium item giveaway, unique experience, etc.).

Just remember - if you go ahead and use this idea... just remember to tell people where you found it!

The Arizona Diamondbacks Unveil the Dbacks Legends Race

The Arizona Diamondbacks are taking their game entertainment to the next level with the introduction of a new Legends Race initiative that celebrates four of the team's All-Star players from the past. The team's new entertainment tactic, sponsored by Henkel North America, serves as a great way of how sports properties can take a general concept and customize it to make it their own.

When the team unveiled the Racing Legends for the first time on Friday, four costumed employees with oversized heads standing 10-feet-tall represented former Diamondbacks' players Randy Johnson, Luis Gonzalez, Matt Williams, and Mark Grace. The race, won on the first night by Randy Johnson, will occur between the 5th and 6th inning of every Diamondbacks game for the rest of year and beyond. But the first race was not without conflict as depicted by the picture that shows Manny Ramirez throwing a towel at Mark Grace in the race.

Henkel will use the characters to help promote its Dial soap, Renuzit air freshner, Right Guard deodorant, and Purex detergent brands. It is not known what type of agreement the team has with the former players to leverage their name and linkeness in the promotion.

Racing Legends initiative will surely become a hit with fans in Phoenix, sportscasters on Sportscenter, and players across the league. Check it out below:

Courtesy: @VinceMarotta

 For more information, check out a great story on the tactic on AZCentral.com here.

Nike Hits the Subway to Write the Future

Are you looking for new ways to promote team/player affiliations in high-traffic outdoor settings? Are you looking for new ways to "own" subway and train stations?

Nike leveraged is "Write the Future" World Cup campaign in Denmark by giving a subway station in Norreport a complete makeover. The campaign was designed to demonstrate Nike's support for Denmark footballer Nicklas Bendtner, with the hope that he could guide his team to the promise land and become a leading scorer in the World Cup.

Check out Nike's terrific metro station branding initiative in the video and photos enclosed below:

Source: Nakedcomms cph's Flickr Photostream 

The Cleveland Indians Feast on Lunchtime Tickets

Are you looking for new ways to attract fans to the ballpark? Are you looking to create promotions that specifically target businessmen working 9-5?

The Cleveland Indians are currently offering a terrific "Lunch and Three Innings" promotion that enables persons working downtown to purchase a $15 upper deck ticket to the ballpark for games played at 12:05pm and receive a $10 credit towards lunch at any Progressive Field eatery.

The $10 concessions credit is applied via a bar code on the ticket that can be easily scanned. The promotion, devised by Indians Vice President Bob DiBiasio, has proven to be very popular yet just one other MLB organization (the Cincinnati Reds) currently promotes a similar offer.

Thus far, the Indians have held five (5) "Lunch and Three Innings" promotions in 2010 and have another scheduled for the team's home game against the Chicago White Sox on September 1st. From a traction standpoint, the Cleveland Indians recently sold 1,250 (of 3,065 game day tickets sold) for the Lunch and Three Innings Promotion when the team hosted the Toronto Blue Jays for a 12:05 game on Thursday, July 1st.

While most consumers who purchase the Lunch and Three Innings offer stay for about 1.5 hours before returning to work, the promotion serves as a great way to get fans in the stands and engaged in the action and entertainment offered at Progressive Field. But business people are not the only ones taking advantage of the unique offer. A camp counselor recently brought 250 kids to a game, realizing that he only had to pay $5 a ticket once the offer was all said and done.

Hats off to the Indians for coming up with an out-of-the-box idea to fill the stands at Progressive Field during afternoong games!

Source: Cleveland.com

Kia Motors Hooks Falcons Fans Up with a True Prize

Kia Motors and the Atlanta Falcons are teaming up to leverage their partnership in an unbelievable way in 2010 that truly benefits fans. The two parties are collaborating on a limited time offer that enables fans who purchase a new Kia at a participating Georgia Kia dealership to receive (2) tickets to every Atlanta Falcons home game!

To qualify, fans must complete a purchase or lease of a 2009, 2010, or 2011 Kia brand vehicle at (1) of (9) participating Kia dealerships in Georgia between July 1st and August 31st. Each person who makes a purchase will receive (2) tickets to every Falcons game during the 2010 season while supplies list.

Check out the terrific promotion on the Falcons' website here.

UFC Hits Twitter to Engage with Fans

As sports properties look for new ways to engage fans through non-traditional channels, they should take a close look at how Dana White and UFC are utilizing Twitter to reward their followers.

White is using the official Twitter account of UFC and his own personal Twitter profile to host a #Hunt4UFC scavenger hunt that rewards UFC fans with a variety of prizes. To drive awareness for upcoming fights, White provides a call-to-action to fans via Twitter, posting his location and offering up a prize to the first person who can meet him at that location and repeat a message, etc.

White recently posted a viral piece that shows a fan tracking him down to win free UFC gloves within just 3 minutes and 33 seconds of his post... a pretty remarkable feat! UFC's originality and authentic approach to using Twitter has driven an avid fan following online (White has 1,115,000+ followers; UFC has 139K followers).

Check out the video below and consider new ways that your organization can use Twitter and various other channels to reward fans through non-trational means!

A special thanks to Chris Boggs of GMR Marketing for his insights and contributions to this column.

Centauro Helps Brazilian Soccer Fans Feel The Weight of Five World Titles

Brands and retail partners looking for new ways to impact consumers in a retail setting should take a close look at a recent strategy implemented by Centauro, Brazil's largest sporting goods chain. Just prior to the World Cup, Centauro impacted thousands of consumers shopping for Brazilian soccer apparel across the country with the use of a simple, weighted hanger.

There is a common expression in Brazil that every time a player sports the country's distinct yellow soccer jersey, they are wearing the weight of Five World Titles on their shoulders. That is because Brazil has won more championships (5) than any other team in World Cup history.

Centauro capitalized on this expression by hanging all of the Brazil World Cup jerseys in its stores on a special 2kg hanger that sported a branded tag, "Feel the Weight of Five World Titles". The simple, weighted hanger became an unexpected and impacting communication platform, driving curiosity and buzz amongst consumers at retail. The campaign, implemented across 120 retail locations, served as an effective way for Centauro to drive awareness for its Brazilian jersey offerings in-store.

Check out a viral piece that captured consumer reactions in-store below:

Source: AdsoftheWorld.com 

Nike Golf Introduces "The Oven" to Showcase R&D

The following article, detailing Nike Golf's newest initiative entitled "The Oven" was written by Mike Rose, a sports marketing professional based out of Portland, Oregon.  Check out Mike's additional insights on his blog, "Rose's Garden" as well as on Twitter!

A decade ago, Nike Golf was a company trying to break into the mainstream golf market. The company had just one prominent athlete who was not even using the company’s equipment. However, Nike Golf does two things better than any of its competitors - marketing and R&D. The emphasis Nike places on R&D is something that is deeply rooted in the company's corporate culture, as it was a strong passion of co-founder Bill Bowerman. Nike has derived success from its marketing efforts that focus on the level of importance the company places on R&D, which has helped to expand its golf operations. 

Nike Golf’s current campaign “The Oven” attempts to show how Nike Golf Athletes are utilizing Nike Equipment to better their game. The campaign has allowed Nike Golf to showcase some of the premier athletes competing in golf that are using its products, including Lucas Glover, Stuart Cink, and Michelle Wie. This campaign has helped Nike demonstrate that its products are helping many players experience success in golf outside of Tiger Woods.

While Nike Golf already has strong apparel sales, the company still lags behind when it comes to equipment sales. If campaigns such as “The Oven” continue to be successful in the near future, Nike Golf will soon become one of, if not the leader in the golf industry.

Check out all of Nike Golf's clips from "The Oven" series here and a few of the best ones below: