The Reno Aces Take the 7th Inning Stretch to a New Level...

Are you looking for ways to enhance your ballpark experience? Are you looking for new ways to offer entertainment value around the 7th inning stretch?

The Class AAA Reno Aces of the Pacific Coast League opened their new $50MM Aces Ballpark in 2009 with an innovative, eye opening attraction -  a monstrous, interactive singing baseball that climbs the center field wall. The giant Aces baseball leads the crowd in singing the 7th Inning Stretch - an act that many in attendance fans would find humorous, while some may truly be frightened.

The team's new signature outfield mascot demonstrates how organizations (especially those in the minor league ranks) are looking to feature more eye-catching elements that enhance the fan experience at the ballpark. The monstrous, interactive baseball serves as an additional reason for fans to come out to the ballpark and enjoy a truly unique experience. Check out the Aces Baseball below:

UPS Uses Airport Activation to Greet Beijing Olympics Travelers...

Are you looking for new ways to leverage partnerships off-site? Are you looking for new ways to resonate with consumers?

The United Parcel Service (UPS) created a tremendous airport advertising campaign in airports across China in support of its status as the Official Logistics and Express Delivery Sponsor of the 2008 Beijing Olympics. Travelers picking up their belongings at baggage claim were met with an array of creative advertisements featuring UPS employees working in the heat of the moment at the Olympic games.

The campaign was designed to demonstrate the company's commitment to doing business in China, where it employees 4,500 persons in Shanghai, Beijing, and Guangzhou alone. The company devoted the majority of its Beijing Olympics assets and resources to penetrate the China marketplace.

Check out some of the creative ways UPS demonstrated its behind-the-scenes Olympics contributions and commitment to the citizens of China at airports across the country:

 

 

Nike Captures Athlete Perseverance with New Campaign...

 Are you looking to create a campaign that the stories of athletes who have battled and overcome diseases? Are you looking to create an emotional campaign that demonstrates the meaning of life?

Nike recently released a tremendous "It's About You" campaign that serves as a call-to-action for Nike enthusiasts to join the global fight against cancer. The campaign, driven by Lance Armstrong's triumphant return to cycling, includes an integrated media and grassroots campaign that features a number of inspirational stories from athletes and personalities, including:

• Jon Lester (Boston Red Sox)
• Sanya Richards (track & field)
• LaShawn Merritt (track & field)
• Evan Handler (actor)
• Patrick Dempsey (actor)
• Lance Mackey

The thematic of the campaign is designed to inspire consumers to turn hope into action and join Lance Armstrong on his journey to fight the global epidemic. The campaign's homepage enables consumers to submit their own inspirational messages online or by text to a custom-made Chalkbot that will write those messages in yellow chalk on the roads of the Tour de France - an amazing activation piece. Consumers who participate will receive an email with GPS coordinates providing the location where their message is chalked on the course.

The athletes featured in the campaign's short films will wear Livestrong gear at pivotol sports moments to help raise awareness about cancer. Check out Nike's "Driven" commercial, which will headline the campaign by running on national television, below:

Custom Domain Extensions Will Soon Change the Sports Industry...

Are you looking for new ways to control your content and web domains online? Are you looking for ways that the sports marketplace will be impacted by technological advancements in the coming years?

Beginning in 2010, brands will be able to purchase their own name in place of traditional domain extensions (.com, .org, .net, .edu) through the Internet Corporation for Assigned Names and Numbers (ICANN). For a price of $185,000, brands will be able to purchase top-level domain extensions (gTLD's) that enable them to create real and specific branded websites.

For example, new domain regulations will enable a company like Pepsi to create custom domains like 'drinking.pepsi' and 'thepepsichallenge.pepsi'. These regulations will allow brands to have a greater control over their domain and counter cyber-squatters who purchase related domain names that prevent brands from utilizing preferred terms. Companies operating on a smaller scale will be able to purchase specific domain names that signify their geographic location (thewestin.florida) or business sector.

How will this affect the industry? We could soon see a number of organizations adopt new web extensions, including:

• Major Brands (.pepsi, .kraft, .mcdonalds)
• Locations (Olympics.chicago, worldcup.southafrica)
• Sports Organizations (basketball.chicagobulls, track.usc)
• Media Outlets (sports.fox, racing.speedtv)
• Athletes (basketball.shaq, golf.tiger)

One of the biggest hurdles with the new domain extension regulations is that brands are simply not aware that they will be provided the opportunity to purchase their own custom extension. ICANN expects to receive 300-500 applications next year before industry leaders catch on to the opportunity.

Look for a domain gold rush to happen soon! Who will be the first to chase .god, .yankees, and .sex? Only time will tell.

Brewers Fans Receive Dollars for Dingers...

Are you looking for new ways to reward fans at the ballpark? Are you looking to create new ticket promotions based on team performance?

This season, the Milwaukee Brewers are running a "Dollars for Dingers" ticket promotion where fans can save $1 off a Loge Outfield ticket (regularly $28) for EACH Brewers home run hitover a 10-day stretch of the season. The promotion offers fans the chance to save a lot of money on their tickets based on the team's performance (if the team hit 28 home runs during the stretch, fans would receive tickets for free).

When the team offered the promotion from June 15 - June 25, the Brewers' power hitters slugged 12 home runs, discounting the price of the $28 loge seats to just $16 ($12 off) during a 2-game July homestand against the St. Louis Cardinals. Earlier this season, the team sold out their Dollars for Dingers ticket inventory in just 30 minutes, demonstratingthe strong support the promotion has received.

Look for more teams to showcase discounted tickets based on team performance!

Billboard of the Week - James Ready Beer

Are you looking to create a unique billboard campaign that engages consumers? Are you looking to take your out-of-home messaging campaigns to the next level?

In 2009, the Canadian-based James Ready Beer Company, created a captivating billboard campaign that rewarded consumers for their participation. Priding itself on being a discount lager, the company created a billboard campaign that asked consumers to it save a buck by submitting pictures of what James Ready beer means to them. Here is a quick video that profiles the award-winning campaign:

Universities looking to build their brand in the local marketplace (and engage with their avid fanbase) should consider creating similar campaigns that enable fans to share their passion!

Are You Looking to Connect with Sports Fans Online?

Are you looking for a one stop shop to engage with consumers in the online sports marketplace? Are you looking for ways to reach a mass of fantasy sports players and sports social media users?

Fantasy Sports Ventures (FSV) is quickly becoming one of the most dominant forces in the sports social media space. The company recently aligned with RotoHog, Watercooler, and Sky Social Media - moves that will enable FSV to offer marketers an assortment of opportunities to engage with consumers in the online and mobile social media space.

With 400+ fantasy websites, the RotoHog.com platform, and hundreds of team-based fan communities on Facebook (through the Watercooler partnership), in its arsenal, FSV offers a collection of assets to help brands tap into sports' flourishing online business.

What does all this mean for brand marketers?

When it comes to targeting online users, FSV's portfolio will quickly rank among the likes of Yahoo!, ESPN, and Fox Sports with 11MM+ users per month. Look for the company to dramatically enhance its clientele roster (which currently includes Coke, Sprint, Gillette, Coors, and Wendy's) in the coming months.

Check back soon for more ways to capitalize in the online sports marketplace!

Are You Cut Out for the Amazing Seat Race?

Are you looking for new ways to draw buzz and excitement during the offseason? Are you looking to create new promotional ideas at the ballpark?

The Winnipeg Goldeyes of the independent Northern League and Hot 103, a local radio station, recently teamed up to create The Amazing Seat Race, a promotion that pitted three (3) select contestants against one another for the chance to win season tickets. The promotion challenged the contestants to sit in as many seats as possible during a 63 minute timeframe.

The winner? Pam Chubinski, a stay-at-home mom who managed to sit in 2,000+ seats using a sliding strategy to outperform the others. Craig Kuhlman, an inside sales rep, placed 2nd with 1,656 seats (a tough 2nd place finish to say the least). For the chance to take part in the promotion, Goldeyes fans were asked to fill out a three page entry form/questionnaire.

The promotion serves as a great way for sports properties to create an inexpensive promotion that leverages their existing assets (empty seats), yet is very engaging for consumers. Teams can benchmark this example by:

• Hosting a pre-game promotion prior to their 500th sellout by challenging their fans to see who can sit in 500 seats in the fastest amount of time
• Integrate a sponsor like 7-11 by creating a promotion pre-game/post-game where fans are timed sitting in their seats for 711 minutes for the chance to win a $500 shopping spree at a local 7-11 (all participants receive a takeaway) or see which fans can sit in 711 seats the fastest
• Create similar promotions that leverage fitness sponsors (by hosting a special challenge for local gym attendees for the chance to win free season tickets)

Check out a clip of the promotional execution below:

Partnership Activation 2.0 Newsletter - June 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 June 2009 Partnership Activation 2.0 monthly newsletter. If you like what you see, please pass it along to two (2) co-workers who also may enjoy some of the insights shared in the newsletter.

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

• Life-Sized Displays 
• Leveraging Partnerships to Promote Multiple Brands 
• Challenging Consumers 
• Airport Partnership Activation (Property Consulting Group / AMI)
• Athletics Development Frontier
• Activation Tactics to Include When Pitching Automobile Partners 
• The Montreal Canadiens Feature the Molson Ex Zone

Check out the June 2009 Issue now... and don't forget to pass it along to a friend!

Looking to Tackle Compliance Issues?

Are you looking for new ways to educate students, coaches, faculty, and donors about new compliance regulations? Are you looking for ways to drive buzz around University compliance efforts?

The University of California Riverside Athletic Department has done a tremendous job tackling compliance issues by introducing a Compliance Bear mascot. The University is showcasing its mascot, Scotty the Bear, in a series of skits that demonstrate the do's and dont's of compliance.

Since the University introduced the Compliance Bear on campus, violations have decreased significantly. With the Compliance Bear's popularity on the rise, UCR officials have a real opportunity to capitalize on from a sponsorship standpoint. There may be a few corporate partners interested in leveraging the bear at local store events, etc. (healthcare, banking, accounting firms, etc.).

Check out the clip below and consider new ways that you can introduce similar initiatives at your University!

A special thanks to Jonathan Norman of GMR Marketing for his insights and contributions to this column!

New Tiger Woods Viral Leverages Scott Van Pelt...

Are you looking to create a campaign that resonates with consumers? Are you looking for unique ways to use non-athlete endorsers?

Brands looking for ways to make an impact in the sports marketplace without investing a large sum of dollars into an athlete endorser should consider tapping into the voices of the game - the announcers and sports reporters that fans connect with on a daily basis. Oftentimes, we see brands align themselves with athlete endorsers that are either unrecognizable, highly risky (due to off-field actions), or are not personable. Why not take advantage of leveraging announcers and television/radio personalities whose job is dependent upon this?

EA Sports recently released a terrific Tiger Woods viral piece that integrates ESPN announcer Scott Van Pelt into the mix. Van Pelt, one of Sportscenter's most recognizable personalities, has a pretty serious amount of star power in the sports world. The clip does a great job incorporating some of his humor to make the game's launch that more appealing. Check it out below:

Here is a quick of some sports reporters and announcers (with star power) that could be leveraged on a national scale include:

• Jay Glazer, Erin Andrews, Dan Patrick, Bob Costas, Al Michaels, John Madden, Rachel Nichols, Michael Wilbon, Suzy Kolber, Bonnie Bernstein, Michelle Tafoya, Tony Kornheiser, Mike Golic, Lee Corso, Kirk Herbstreit, Chris Fowler, Jay Bilas, Stuart Scott, Desmond Howard, Mel Kiper Jr. (draft specific), Peter Gammons, Digger Phelps, Chris Berman, Linda Cohn, Steve Berthiaume, Steve Levy, Mark May, Kenny Mayne, Bill Simmons, Rick Reilly, Woody Paige, Jim Rome, Mike Patrick, Dick Enberg, Brent Musburger, Jack Arute, Gary Thorne, Dick Vitale, Joe Buck, Greg Gumbel, Tim McCarver, Billy Packer, Ernie Johnson, Kenny Smith, Terry Bradshaw, Howie Long, and James Brown

Kalahari Resorts Makes a Splash at Miller Park...

Are you looking for ways to leverage corporate partnerships as a way to enhance the fan experience at your ballpark? Are you looking for ways to tie in corporate partners to team mascot initiatives?

Kalahari Resorts, recently teamed up with the Milwaukee Brewers to enhance a gameday attraction at Miller Park. Kalahari unveiled the "Kalahari Splash Zone", a new landing area at the bottom of the team mascot's (Bernie Brewer) slide. The in-venue element, which is viewable to all fans in attendance, serves as a tremendous branding play that captures the attention of Brewers fans both in attendance and those watching on television.

Each time the Brewers hit a home run, Bernie Brewer travels down the slide into the Kalahari Splash Zone, where he is met with an explosion of water shot into the air. The slide experience reflects the type of attractions offered at Kalahari Resorts, the Official Water Park of the Milwaukee Brewers.

Kalahari's Splash Zone integration is unique in that a number of organizations have aligned with theme park destinations to offer ticket discounts and Kids Get in Free passes for kids, but few have yet to feature interactive in-venue elements. It would not be surprising to see other organization's model this concept.  

Check out the attraction below:

The Astros Let Kids Get in Free All Summer...

Are you looking for ways to fill the stadium seats at your ballpark amidst the current economy? Are you looking for ways to make your stadium facility more kid friendly?

In an effort to boost attendance numbers at Minute Maid Park, the Houston Astros recently announced that fans will receive two (2) free tickets for kids 14-and-under with the purchase of a full-price adult ticket for games throughout the summer. Fans can capitalize on the offer between June 23 - August 23 by purchasing a ticket in either the mezzanine level ($20), view deck 1 ($15), or view deck 2 ($15) to receive the free kids tickets.

The "Kids Get in Free" promotion is being supported by both the Astros and Minute Maid, who are looking to attract families with budget constraints to the ballpark for some family entertainment. While the move is considered pretty risky, it will be interesting to see if other MLB / MiLB organizations will follow suit as attendance numbers continue to linger.

The Astros are also offering a number of other ticket promotions, including:

• Price Matters Days
  • On select game dates, fans can receive a ticket, hot dog, soda, and chips for only $10
• Double Play Tuesdays
  • POWERade's Double Play Tuesday's let fans purchase two (2) outfield deck tickets for just $2 by bringing in two (2) labels from any two (2) POWERade bottles
• All You Can Eat Thursdays
  • On select game dates, fans can enjoy an all you can eat experience for just $20
• Coca-Cola Value Nights
  • On Coca-Cola Value Nights, fans can receive four (4) mezzanine tickets, four (4) hot dogs, four (4) 20oz Cokes, and two (2) Astros baseball caps for $75 (a $70 savings)

Northwestern Offers Ticket Promotions for Local Youth...

Are you looking for ways to engage children attending school in the local community? Are you looking to create a promotional offer that is centered around academic success?

Northwestern Athletics recently announced that it will be offering two unique promotions that reward childen in the 8th grade and under in the local marketplace:

Wildcats 3.0 Program

Northwestern created a Wildcats' 3.0 program that rewards children in the 8th grade and under who earn all A's and B's on their report card. The promotion, inspired by the University's 183 student-athletes who earned Academic All-Big Ten Honors in 2008, will serve as a great way to get more families in the stands for Wildcat football games during the Fall. As part of the promotion, youth who excel in the classroom can receive two (2) free tickets to a non-conference Northwestern football game when presenting a copy of their report card at the Wildcat ticket office one week prior to a game.

The Purrfect Attendance Program

Kindergarten, elementary, and middle school students who present a copy of their perfect attendance certificate (a reward for going to every day of school) can receive a Family Plan season ticket package, equivalent to two (2) adult season tickets and three (3) children's tickets for the 2009 Northwestern football season. This promotion will certainly drive some parents to get involved and encourage their children in the classroom!

A special thanks to Taylor Wood of the Ohio University MBA/MSA Program and Athletics Development Frontier for his insights and contributions to this column...

Right Guard Leverages Chris Paul to the Max...

Are you looking to benchmark ways to leverage an athlete endorser? Are you looking to create a new, captivating viral campaign?

Brands searching for ways to leverage athlete endorsers should look no further than Dial's Right Guard brand and its relationship with Hornets G Chris Paul. As the Official Deodorant of the NBA, Right Guard has done a tremendous job leveraging Paul as an athlete endorser to promote the company's association with the NBA.

Dial prominently features Chris Paul on Right Guard's product homepage among a variety of basketball-specific landing pages, including:

• Chris Paul Page - Features video profiles of Paul's activities off the court as well as factoids of his performance on the court
• NBA All-Star Game Promotions - Offers fans the chance to win a chance to play ball with Chris Paul and two of their friends (not to mention, win a trip to the NBA Finals) through the CP+3 Sweepstakes
• Video Vault - Features an assortment of viral features
• NBA Playground Page - Features interactive games soon to be unveiled

Right Guard recently launched a humorous, cost-effective viral campaign that should soon drive some buzz in the basketball world. The campaign, entitled "A Message from a Picture of Chris Paul", mirrors a popular skit once featured on the Conan O'Brien show. Check out some of the viral features below:

Fans Get Excited About "Million Dollar Monday"...

Are you looking for new ways to drive excitement at the ballpark? Are you looking to feature an enticing offer that draws new consumers to the ballpark?

The Class A Cedar Rapids Kernals recently offered a tremendous "Million Dollar Monday" promotion that turned the heads of baseball fans throughout the state of Iowa. The promotional night, deemed the "perfect promotion", offered fans attending the game the chance to win $1 million if the team's pitcher threw a complete-game perfect game (getting 27 consecutive outs).

While the chances to win are slim (Yahoo.com places the odds of a perfect game at 90,000-to-1), the offer seems irresistible to fans who have to pay just a few bucks to get into the ballpark to enjoy some quality entertainment. The Kernals were able to effectively tie in a sponsor - Perfect Game USA baseball club/scouting service - to help underwrite the costs involved with implementing the promotion.

While the team didn't end up throwing a complete game, the promotional night served as a great way to get some new fans out to the ballpark!

The Dolphins Use an Interactive Viral Piece to Connect with Fans...

Are you looking for new ways to drive season ticket sales? Are you searching for new ways to engage and connect with fans?

Sarah Talalay of the Sun-Sentinel recently featured a great article on the Miami Dolphins' new season ticket holder sales piece. The Dolphins created an interactive vignette where the viewer can input his/her contact information to experience the full new signee experience.

The feature lets fans experience the excitement of signing a contract, high-fiving fans, and running through the tunnel with the team mascot all while wearing a customized jersey and seeing their name scroll across the screen.

Check out the generic version of the Dolphins season ticket holder sales piece (insert viewer name wherever the term Dolfan is seen):

Sounders FC Entertain Fans with Soccer Ball Race...

Are you looking for ways to engage fans during halftime or stoppages of play? Are you looking for new ways to provide entertainment value for fans?

The Sounders FC organization currently features an interactive soccer ball race segment during halftime of its matches at Qwest Field. The promotion is a fan favorite as it tests the speed and skills of three (3) contestants wearing giant soccer ball costumes. Check out the team's execution of the promotion during a recent home contest against the Columbus Crew:

Sounders FC representatives could make the promotion more engaging for fans by assigning a different section to each of the contestants, creating a performance driven incentive (for the chance to win X prize). Check back for related promotions offered by the Sounders FC organization!

Beer Cup Snakes Are Taking Over Cricket...

Are you looking for ways to leverage an official beer sponsor? Are you interested in learning about game entertainment tactics that are popular across the globe?

Cricket fans across the globe - from London, England to Melbourne, Australia - have become infatuated with one of the most unlikely forms of entertainment at cricket matches they attend: Beer Cup Snakes. What the wave is to traditional American sports, the beer cup snake is to the game of cricket.

Fans in the stands at cricket matches make the beer snakes with thousands of empty beer cups, usually sold at concessions stands location within the stadium. The longest beer cup snake was formed at the WACA ground in Perth, Western Australia on New Years Eve 2008. The snake was 45 meters long (50 yards), measuring the length of the Inverarity Stand at the venue.

Once a beer cup snake is formed, fans seated in the crowd try to lift it skyward to make it dance (as if being charmed). However, while beer cup snakes have proven to be extremely popular with cricket attendees, they are often frowned upon by the stadium's security personnel.

What is the significance here for U.S. sports marketers?

1. Do not be surprised if beer cup snakes become a new trend in the United States (it is only a matter of time)
2. Consider ways that the concept of the beer cup snake can be applied to in-game promotions. Beverage partners could consider creating an interactive challenge in-venue where two (2) competing sections have to pass a beer cup snake (a chain of empty cups) down the section to win X prize 

The videos below capture the art of the beer cup snake in action:

The United Scout Seats Experience at U.S. Cellular...

Are you looking to provide fans with an ultimate ballpark experience? Are you searching for ways to add detail to a sponsor's branded section at the ballpark?

Over the past few years, the Chicago White Sox and United Airlines have teamed up to offer fans the chance to sit in the best seats in the house, the United Scout Seats. For the right price, White Sox fans can enjoy a memorable day at the ballpark, with a front row experience directly behind home plate at U.S. Cellular Field and a variety of first-class amenities, including: 

• A private lounge for entertaining clients and guests
• Premium reserved parking outside of Gate 3
• A premium buffet in a private lounge with all beverages included
• Private access to the best seat locations in the park
• A full-service wait staff for food and beverages
• Comfortable, wide seats
• Invitations to exclusive White Sox events

Here is a quick, visual tour of the United Scout Seats experience:

Source: Berklieblog on Flickr.com