Budweiser's Found It's Golf Niche...

If Anheuser-Busch was ever looking to find it's "niche" in the game of golf, John Daly has opened the door. Daly, as shown in the video below, hit a tee shot off a full can of Budweiser at a recent golf match in Warwick Hills. Daly's "trick shot" was his way of entertaining the gallery while playing alongside Kid Rock in a Celebrity Pro-Am event...

In a strategic move that would mirror Heineken's "humorous" play with tennis, Budweiser could easily create some great viral marketing that shows golfers finding some creative ways to use Bud products to hit different trick shots (drives, chip shots, sand trap shots)... 

Again, Daly probabaly isn't the best spokesman for Anheuser-Busch, but this celebrity trick could be a great way to drive some excitement for the Budweiser brand amongst the non-traditional golf community... 

Volkswagen Scores With Its On-Site Branding...

In May of 2008, Volkswagen signed on as an official "jersey sponsor" of DC United as well as the official automobile partner of the MLS. In total, the company is paying approximately $4.5MM annually ($3.1-3.7MM team/$1-$2MM league), but they are making sure that they receive every penny's worth of their partnership investments.

Volkswagen has done an incredible job "branding" the fan experience at DC United home games played at RFK Stadium in a non-intrisuive manner. I have added a Volkswagen Activation Gallery, detailing some of the automobile manufacturer's on-site branding tactics, which include:

• Retro-VW Clock Signage (mirrors a speedometer - this is innovative and unique asset - my favorite on-site!)
• Volkswagen Garage - an interactive display on-site at the playing level
• Provides significant in-venue visibility and serves as an excellent way for consumers to interact with the product
• Serves as a hospitality area and vehicle showroom with space for 1,000 visitors
• Offers a brand experience featuring soccer-based car games, t-shirt screen printing, branded merchandise, hammocks, Fifa XBox 260 gaming stations, and Adirondack chairs for relaxing 
• Free parking for the first fifty (50) Volkswagen drivers on-site in Lot 4
• VW-sponsored halftime entertainment
• Uniform Branding (team, goalie, mascot, children)
• Product display in-venue and out-of-venue
• Mid-field Display Signage
• Large Crowd-Surfing VW Jersey
• Branded Premium Items (VW Bags, Branded Foam Fingers)
• Field Boards and a Variety of Stadium Signage
• Mini VW Go-Kart Vehicles for Children to Sit In On-Site
• Free VW Logo Screenprint for Outdated Team Jerseys On-Site
• Sponsor of DC United's Soccer Celebration Event

With it's MLS partnership, Volkswagen receives rights to utilize league and collective team marks and the logos and marketing assets at the MLS All-Star Game and the MLS Cup.

Volkswagen's variety of branding techniques will ensure that every consumer will leave RFK Stadium knowing that it is a major supporter of the DC united soccer club, a feat that all corporate partners look to achieve. Volkswagen's on-site branding should serve as a benchmark for all venue naming rights/jersey sponsorship rightsholders looking to maximize their partnership agreements.

Partnership Industry to Watch: Movie Theaters...

Have you considered using non-traditional media channels to help promote your brand/product? Have you considered forming a partnership with your local movie theater, a venue that offers some unique ways to reach a broad range of audiences?

Sunrise Sports & Entertainment, the business arm that operating the NHL's Florida Panthers, recently formed a partnership with Muvico Theaters. Through the deal, the Panthers will receive in-theater and on-screen team advertising. The team will also feature:

• "Featured Matchups" Presented by Muvico 
• "Florida Panthers Movie Critic Promos" Presented by Muvico
• "Muvico Double Features" for Panther home games played on Sundays
• Promotion where fans can receive a complimentary ticket for any movie shown Monday-Thursday with a ticket stub from a Sunday home win.

In return, Muvico will receive signage in-arena at the BankAtlantic Center and the team's training center as well as website advertising and promotional exposure on the Panthers flagship station WAXY-AM.

Why is this deal significant? It marks a signaling trend for sports marketers as more teams and leagues are partnering wth movie theater chains in-market to drive awareness, promotional activity, and reach. The L.A. Lakers (movie critic vignette), the NBA (3D HD NBA Finals viewing parties), the Dallas Mavericks (3D HD viewing parties), the Boston Red Sox (live games in theatres) and the New York Mets (showing live games in movie theatres) have all implemented innovative programs that incorporate movie theater chains in an effort to promote their brands...

The New York Times recently featured a great piece on movie theatres hosting a variety of events nowadays...

L.A. Hits A Homer with Universal Studios...

Have you considered signing a local theme park on as a corporate partner? Have you considered innovative ways to reward your fanbase based on team performance?

The LA Dodgers are currently leveraging their partnership with Universal Studios with an in-game offer that promotes the park's new mega attraction, The Simpsons Ride. The Dodgers created "Hit a Homer", a promotion that rewards fans in attendance with one (1) free kids ticket with one (1) adult paid admission to the Universal Studios theme park when a Dodger fan hits a homerun during the 5th inning of any home game during the 2008 season. Tickets are redeemable by bringing in and surrendering the Dodgers game ticket stub to a Universal Studios Hollywood ticket booth.

The Dodgers are also offering six (6) "Universal Studios Hollywood Free Kids Ticket" nights where children ages 15 and under can get into the game for free with one (1) paid adult admission. The team uses outfield "Play In Our Park" signage and LED ribbon board signage to drive awareness of the promotion; a practice that actually caught my eye during SportsCenter yesterday morning.

The Dodgers also helped drive awareness for the promotion by having Homer Simpson throw out the first pitch one night, as demonstrated by the clip below:

Adidas Leads the Way with Promotional Stunts...

Is your brand looking to capitalize on its endorsers when they travel overseas? Are you looking for new ways to devise significant media attention? If so, check out a strategy that adidas implemented in 2007 to leverage the likes of David Beckham in Australia.

Adidas capitalized on the LA Galaxy's trip to Australia for an exhibition match by hosting a global media exhibition of their own at the Sydney Harbour. Adidas created a floating platform (branded of course) that supported a soccer net and a rugby goal. The apparel company then asked Beckham to demonstrate his ball handling and striking skills by hitting balls at the moving platform in the harbour... It was a great exhibition that garnered mass media attention from around the world! Check out the clip below:

How Long Are Your Fans Waiting In Line?

When was the last time you took into consideration how long your fans were having to wait in line for concessions? Or at the ticket/Will Call booths? Or inside your team gift shop? Or the bathroom?

Have you created any solutions to help justify this issue? Or considered the fact that a fans displeasure for waiting in line could directly affect their overall game experience, especially if they happen to miss a big play?

The reason that I propose these questions i because M/A/R/C Research* recently released a report that states:

• Overall, customers are staisfied (79% extremely/very satisfied) with an average wait time of about four (4) minutes or less
• Optimal wait time varies slightly by store/service category, but satisfaction decreases drastically as wait times increase above four minutes
• Generally, older consumers ages 45-64 are more satisfied with wait times when compared to younger consumers ages 25-44
• Long wait times can impact a store's bottom line (concessions in this case). Approximately 10% of customers state that they will forgo a purchase if the line is too long. In fact, 43% of consumers state that long lines aftter their decisions to shop at specific places/locations

As a result, teams should begin to consider a number of alternatives to entertain and distract consumers while they wait in line for purchase. Tactics can include:

• Equip staffers with a pocket full of coupons, free samples or other goodies they can give to shoppers as a thank-you while they are waiting in line or providing feedback on their game experience
• Interactive brand experiences; creative branding
• Cheerleader/dancer/mascot appearances
• Photo opportunities (companies like PictureU offer capabilities for fans to have a picture taken on a digital camera that is very similar to "green screen" technology)
• Offer premiums (courtesy of concessions, corporate partners) to fans while waiting in line
• Offer technology (Kangaroo television handsets, iPods where fans can listen to team music/watch team highlights) featuring informative and entertaining content
• Enable persons seated in certain sections to make handmade signs, etc.
• Product trial (food, drinks, etc.)

*June 2008 M/A/R/C Research Report (Measure - A Measurement of the Retail Experience). This particular survey measured the impact length of check out times have on store sales.

The PGA Tour Presents the Kodak Challenge...

Kodak and the PGA Tour recently announced the creation of The Kodak Challenge, an inagural competition that provides players on the PGA Tour with a chance to win $1MM in an eighteen (18) hole competition. Beginning in January of 2009 (coincidentally when Tiger Woods returns), select PGA Tournaments will feature a Kodak Challenge hole. The player that manages to post the lowest score relative to par on eighteen (18) of the Kodak Challenge holes will win the cool $1MM prize.

The Kodak Challenge holes will be pre-determined by Kodak, the PGA Tour, and an advisory board of officials... Players must play at least eighteen (18) holes to be eligible to win. Kodak touts the underlying objective of the promotion as a way to celebrate and capture the PGA's beautiful holes and memorable moments... In other words, develop an innovative promotional concept that drives some direct publicity and attention (and hopefully camera sales) back to Kodak.

Kodak will drive consumer engagement with interactive content available at pgatour.com/kodakchallenge. The promotion is Kodak's way of activating its six (6) year agreement with the PGA Tour, which also includes corporate hospitality benefits and digital scoreboard branding.

I am not sure yet how I feel about the promotion... A lot will depend on Kodak's ability to execute the idea and draw enough fan and player interest... I would be a lot more drawn in if there was an aspect that tied back to golf fans (either on television or attending each tournament where the Kodak Challenge is featured)... To drive consumer affinity, why doesn't Kodak:

• Create an online offer for a few select fans to be paired up with participating PGA Tour golfers with the chance to win $1MM (i.e. Century 21 Home Run Derby, where the player can win a select consumer a house)
• Incorporate fans into the hole voting
• Ask fans to submit their best photos of the selected holes for a chance to win Kodak prizes, etc.
• Activate on-site with an interactive golf simulator that enables fans to shoot for the closest-to-the-flag position for the chance to win Kodak gear/trip to see the final tournament hole played out
• Provide fans with a unique opportunity to have their picture taken on the selected hole of each tournament on the Sunday night after the evening takes place (with a select PGA Tour player)
• Set up a similar consumer promotion offering four (4) select winners the chance to play the nation's eighteen (18) best public courses (travel included) for the chance to win $500,000 or a lifetime supply of Kodak supplies and/or a trip to the Masters

Cristiano Ronaldo Races a Bugatti...

I have enclosed a clip of some great Nike viral that was released in January of 2008... The clip profiles athlete performance (ala Kobe Bryant), this time pinning Cristiano Ronaldo in a head-to-head race against a Bugatti Veyron, the world's most powerful road car.

The viral launched on nikefootball.com and does an incredible job touting Ronaldo's speed. While you are watching this clip, keep in mind the fact that Bugattis can reach top speeds of 253mph and can do 0-60mph in less than three (3) seconds... The ad is for Nike's Mercurial Vapor IV soccer cleats...

This is some great viral!

If you want to see more of what Cristiano Ronaldo can do on the soccer pitch, then check out the clip below, which showcases his ball handling skills in relation to Ronaldinho... There's no question why these two (2) players are considered the best in the world!

New Post: Stanley Cup Finals Activation Gallery

With rising ratings, attendance figures, and corporate sponsor support, all signals indicate that consumer interest in the NHL is definitely back. Thus, it was time for me to post a Stanley Cup Finals Activation Gallery that depicts the exciting market and corporate support that the Detroit Red Wings and Pittsburgh Penguins received during the Stanley Cup Finals.

As the picture to the left demonstrates, Red Wings fans are pretty passionate about their hockey, even if it comes at the expense of a stuffed penguin on parade day... Nonetheless, there was some unique branding and activation around the Stanley Cup Finals, so definitely check out the new Activation Gallery!

Strike it Rich with a Lottery Partner...

Are you looking for some ideas to strike it rich with a lottery partner?

Dave Wedge of the Boston Herald recently featured a great piece on Massachusetts State Lottery (MSL) distributing thousands of dollars worth of free tickets to local bar and store owners as perks and to encourage them to "push" sports related lottery games. The Lottery even gave fourteen (14) agents a total of 28 tickets to Game 6 of the NBA Finals in Boston, including seven (7) sets of luxury suites and four (4) floor seats... Agents have also received Red Sox luxury box seats, tickets to fantasy camps to play ball with members of the Red Sox and Celtics, and seats at VIP brunches with players.

In total, the Massachusetts State Lottery has distributed over $340,000 in sports tickets to local agents, an initiative that is part of an overall strategy to compensate local agents who help drive millions of dollars in sales. MSL lottery spokesman Dan Rosenfeld considers the strategy "critical" to their success. All tickets were purchased from the teams by the Lottery, demonstrating that you do not have to have the Lottery as an official team partner to still pocket some of their business.

However, there are many teams who have developed innovative ways to leverage "the lottery", including:

• The Massachusetts State Lottery underwrited the Boston Celtics' 2008 playoff run (which explains how the lottery was able to get access to premier seats at the Garden). In '06, the Lottery launched a "Boston Celtics Green" $5 instant-win ticket that offered cash, Celtics season tickets, and team merchandise as prizes

• In March, the Massachusetts State Lottery launched a new $20 Red Sox-themed scratch-off ticket (which complements existing $5/$10 Red Sox lottery tickets)
• The MSL Red Sox lottery games generate $200-300M in revenue annually
• Chances of winning are 4-1 that a consumer can win a prize worth the same or more than the cost of a ticket
• Potential Prizes include: Red Sox season tickets for life and ten (10) sets of tickets to every Yankees-Red Sox series over the next decade
• *In 2004, the team sold a sponsorship of the World Series Trophy to the Massachusetts State Lottery
• At least ten (10) MLB franchises are selling licensed MLB "Instant Win Lottery Tickets" at their ballparks, and both teams and leagues are tapping into this new strategy as a new revenue source.
• Teams include: Atlanta Braves, Boston Red Sox, LA Dodgets, SF Giants, San Diego Padres, Seattle Mariners, Cincinnati Reds, Cleveland Indians, New York Mets, and the Milwaukee Brewers
• The New York Yankees capitalized on their cross-town rivalry with the NY Mets by creating a "Subway Series" instant scratch-off ticket.
• The Memphis Grizzlies distributed 50,000 ping pong antenna balls to fans looking to show their support for luck during the 2007 NBA Lottery (a great Lottery tie-in). The antenna balls were distributed at the team's last two (2) home games and were available at Sonic area locations (tie-in retail partner) and the Grizzlies Den Team Store.

• The Minnesota Twins partnered with the Minnesota State Lottery to launch the Minnesota Twins Scratch Game in 2007. The $5 game featured a top prize of $100,000 and also rewarded consumers with lower level season tickets and trips to the team's 2008 spring training in Ft. Myers, FL.

• In 2006, The Illinois Lottery hosted a "Set for Life" event at Wrigley Field prior to a Chicago Cubs game where they awarded one winner with $100,000/year for the rest of her life. The event was for contestants who mailed in $30 of nonwinning instant tickets.

• Phoenix International Raceway teamed up with the Arizona Lottery to offer $3 tickets featuring the likeness of a few NASCAR drivers. The tickets rewards fans with trips to the NASCAR race and other race discounts

• In 2008, The D.C. and Virginia Lotteries teamed up to offer a $2 Washington Nationals scratcher ticket. Prizes ranged from $2 to $5,000 in cash and gave consumers the chance to enter a "2nd Chance Drawing" for an opportunity to win tickets and Nationals merchandise.

• The Georgia State Lottery offers a "Braves Baseball Suite Promotion", offering consumers in the state of Georgia the chance to win a luxury suite private party for fourteen (14) at a Braves game with purchase of a $5 Fantasy 5 Ticket (www.galottery.com/bravessuite). The promotion awards 25 suite nights - five (5) winners/week for five (5) weeks... A great way to capitalize on suite/ticket inventory!

Detroit Digs the Octopus Come Playoff Time...

Are you looking for a unique component to feature in your pre-game introductions? Has your organization capitalized on leveraging its mascot and/or historical elements?

During the playoffs, the Detroit Red Wings do something very unique that leverages the team's "Legend of the Octopus" tradition. The team features a large octopus, nicknamed "Al", that emerges from the video board onto the ice during pre-game introductions and then drifts up into the stadium's rafters... It is pretty incredible, check it out:

The octopus tradition stems from Red Wings fans throwing an octopus onto the ice at every home game for good luck. The giant octopus is nicknamed "Al" after Red wings ice manager Al Sobotka, who generally cleans up all of the octopuses that are thrown onto the ice during the game and usually will wave them above his head to get the crowd going. The tradition of throwing octopus on the ice in Detroit dates back to 1952 when an owner of a local fish market threw one from the stands onto the ice. At that time, the octopus' eight legs represented the eight wins it took to win the Stanley Cup and it has been a tradition ever since.

Dig deep into your team's historical roots to add value and entertainment to your pre-game festivities!

USA Wrestling Takes its Media Campaign to Another Level...

Are you considering ways to boost media coverage for your organization? Is your Governing Body looking to drive incremental media buzz?

The USA Wrestling Team recently teamed up with IFL Communications to orchestrate a well-planned and executed media plan to help promote their "Fuel the Dream" fundraising campaign. After four days of grueling qualifying for the Beijing Olympics, twelve (12) USA wrestling team members (six men, six women) traveled cross country alongside four (4) staff members to begin a media campaign in New York City. The group spent three (3) days promoting the "Fuel the Dream", a fundraising initiative that will enable the athletes to have their families join them in Beijing.

A "media tour" of this kind was a broad stroke for a mid-sized National Governing Body to pull off, but USA Wrestling, with the help of IFL Strategic Communications, set up a full range of long and short term media opportunities that involved every athlete.  The hits ranged from NPR and the New York Times to CNBC and Telemundo and included appearances at the New York Stock Exchange and the Sports Museum of America, where the team congregated with the Chinese Olympic baseball team. The trip also included a media lunch at Foley's New York, where the restaurant unveiled a sandwich dedicated to the USA Wrestling team, with a portion of the proceeds benefitting the team's "Fuel The Dream" campaign.

In all, the team did almost 25 hours of interviews with over 30 media organizations over a 48 hour period, helping the team garner immediate national and regional exposure for both the athletes and the brand. The team's media initiative also helped seed stories with media that will be on hand for the Olympics in Beijing.

Bringing mid-level athletes en masse to New York and proactively identifying and then pitching the stories to a wide range of media is a worthwhile practice that other Governing Bodies should consider in an Olympic year, as the cost of travel paled in comparision to the long and short range exposure. Leading into the month of August, tremendous coverage will be given to U.S. athletes competing in the Beijing Olympics, but the USA Wrestling Team is hoping that with these efforts, they will be one step ahead. 

Thanks to Joe Favorito of the IFL for his contributions to this column. We wish the USA Wrestling team and IFL Strategic Communications the best of luck with their preparations heading into the Beijing Games.

Are You Looking to Gain the Support of Consumers Nationwide?

Are you looking to win over consumers to drive your product sales? Are you looking to drive the affinity that consumers have for your brand? Then make your brand stand for something, which is exactly what Jim Beam is doing with its new campaign, "Save Our Ballpark Name" - www.saveourname.com

Jim Beam's Save Our Ballpark Name" campaign centers around the push to keep the Wrigley Field name intact. Beam has taken the position as the voice of the consumers (Cubs fans, Chicago natives, traditional sports fans, and consumers across the globe) to end the thought of selling the naming rights to Wrigley Field. 

This really is an innovative promotional concept. Why? Because Jim Beam has found an innovative way to leverage the power of its brand to serve as the voice of consumers across the globe. The campaign is all about the voice of the people (Beam's brand has taken a "supporting" role) but this is such a smart play for Beam because they are driving considerable brand awareness and hopefully in their case, brand affinity.

On the campaign's page, Beam takes a backseat and really places the issue and consumers' opinions at the forefront by explaining the issue, offering an online petition, letting consumers voice their opinions, and providing the latest news. Beam is going to support its online movement by featuring the campaign on a billboard that overlooks Wrigley and distributing t-shirts and bumper stickers to consumers.

If you have a moment, check out the promotion and sign the petition to keep the Wrigley Field name intact!

ESPN Recaps the Top 10 In-Game Fan Contests...

ESPN does a pretty good job in the clip below detailing "The Top 10 Best Fan Contests"... This clip may be worth your while to watch for 3 minutes to get a grasp of some in-game contests that have been run over the past decade...For venues that host both a football and soccer franchise, I love the idea of having a fan kick both a field goal and a long soccer kick to win a big prize (#10).

Sell Your Interior Tunnel Signage...

Are you looking to sell additional assets in-area without affecting the fan experience? Have you considered selling your tunnel signage, where players and referees enter the playing surface?

I have attached a Calgary Flames 2008 commercial, which details the interior tunnel signage that the team incorporated with its Nike partnership (seen at the :09 mark in the commercial). As you can tell from clip, Nike does a great job branding the tunnel's interior fasica, driving brand awareness among all persons entering the game of play.

Now, you might ask, who would want to purchase this non-consumer-facing asset? I would think that there are many companies/categories that would be receptive to your sales pitch:

• Footwear / Apparel (targeting players) - Nike/Adidas/New Balance/Reebok/Under Armour
• Performance Drink - Gatorade/VitaminWater/PowerAde, Sobe, etc.
• Water - Dasani/Aquafina,  etc.
• Banking / Mutual Funds (targeting players) - Bank of America/Wachovia/Fifth Third
• Insurance (targeting players) - State Farm/Allstate, etc.
• Investment / Real Estate (Targeting Players)

This asset can either be sold individually or as a complementary asset to the exterior tunnel signage (consumer-facing).

The Bucks Need to Partner with an Online Dating Service...

The Milwaukee Bucks need to partner with an online dating service (Match.com, EHarmony.com, etc.) to find Andrew Bogut a soulmate... The following footage would be a great way to incorporate an in-game video board clip that promotes the service (with a PA message that reads: "Looking for a Friend/Soulmate?" Insert Video Board Clip "Find one at EHarmony.com...") 

It is only a matter of time before we start to see more online dating service companies emerge as team corporate partners (with sports arenas filled with consumers who enjoy entertainment with others and have the disposable income to spend)... Get creative with your branding tactics to integrate these partners!

Guinness, We Have Found Your Hockey Endorser!

In a post a few months ago, I mentioned the incredible experience I had attending an Atlanta Thrashers game at Phillips Arena... The team does a great job bringing the game of hockey to fans in a non-traditional hockey market... The highlight? A Guinness-chugging fan who gets the crowd going crazy during the 3rd period of every game... Well, to share this "experience" with you, I was able to find a clip online... Featured on the video board nearly every game, this fan normally will chug the full glass of Guinness and then go up and bang the boards - it makes the arena go electric!

Now, the next goal is to get Guinness to activate across the NHL (or another sport) by hiring a guy in every stadium to do this! When I attended the Thrashers game this past Fall, I was amazed to see that the team had four (4) alcoholic beverage sponsors, yet all four (4) failed to activate around this "in-arena" legend. Let's make this guy famous!

Chick-Fil-A Does the Chop, Braves Fans Eat the Chicken...

On Friday night the Braves introduced their newest part of their fan experience - the 40ft. Chick-Fil-A Tomahawk Chop Cow. The cow marks a new breakthrough in creative stadium branding, as it justifies how teams and brands alike are working towards creating initiatives that enhance the overall game experience for fans. With the introduction of the 40-foot cow, which features a "Du The Chop Eat The Chikin" sign, Chick-Fil-A continues to serve as "creative branding" leader in the sports landscape, after introducing the "Eat Mor Fowl Poles" in Houston in 2006.

If corporate partners always remember that their end goal should be to "enhance" rather than "interrupt" consumers when implementing ideas, they will receive similar positive fan acceptance and buzz as the Chick-Fil-A cow has received at Turner Field in Atlanta.

MLS - Hire This Guy!

As the MLS continues to drive awareness for its new campaign, "Football. Futbol. Soccer.", the league needs to track down the guy who created the video enclosed below. This would be a GREAT way to drive online buzz for the game of soccer in the United States (performing related soccer stunts at monuments/involving celebrities across the nation)... Check it out!

FOOT 2008 (REMI GAILLARD)
Uploaded by nqtv

When it Comes to Mobile, Educate Your Fans!

In today's industry, sports marketers are offering fans some incredible mobile content... but the masses have yet to jump on board. Why? A recent study by AKQA and dotMobi found that 44% of U.S. mobile users report having had a bad experience in their initial use of the mobile Web (slow connection speeds, poor site display, and cost are the top three (3) reasons respondents cited for being dissatisfied with current mobile Web Services)... 

Case in point: Do you remember Mobile ESPN? The venture failed for a number of reasons, but primarily due to the fact that ESPN thought that consumers loves its sports content so much that they would rush to their wireless services too... By taking a sales-centric approach (remember those continuous, annoying Mobile ESPN commercials?), ESPN failed to educate consumers on the ease of use, the unique content, the functionability of the device, and why it warranted consumers to switch their carrier. The Key Learning? If it didn't work for ESPN, it probably won't work for your organization either. You need to educate.

But there is hope - new technology has an expansive learning curve that spurs consumers to trial, educate, and communicate with their friends. The aforementioned survey found that there is a high level of consumer curiosity about the mobile Web and the services it offers. Roughly 90% of respondents said that they were interested in learning about the space and what it can do. That is astounding!

Educate the benefits and ease of use of mobile offerings to your fanbase through tutorials, news articles, and videos (showing players/team personnel using the widgets/mobile services)... While it is great to feature a collection of mobile services and widgets on your team/event/brand site, one must educate individuals on these services to drive their likelihood of interaction and purchase!