Are you looking for ways to leverage corporate partners during the offseason? Are you looking for ways to incorporate the team mascot in sponsorship driven initiatives?
The Columbus Blue Jackets and OhioHealth Sports Medicine are teaming up this summer to create "Summer with Stinger", a series of vignettes that profile the team mascot's offseason activities. The video series demonstrates how sports organziations can offer new, valuable inventory for their corporate partners to capitalize on during the offseason.
The first video of the series, Stinger's Summer Workout, profiles the team's mascot in the weight room taking on a grueling workout. The piece subtly incorporates a few of the team's other partners (FSN Ohio, Gatorade), demonstrating how teams can use vignettes to provide added value for a multitude of partners. Check out Stinger's Summer Workout below:
A special thanks to Josh Hafer of the Columbus Blue Jackets for his insights and contributions to this column.
Are you looking for new ways to drive attendance and incremental interest in your events? Are you looking for ways to incorporate athletes into business driving initiatives?
Infineon Raceway is currently offering two (2) exciting ticket sales offers for the upcoming Toyota/Save Mart 350 race. Both offers are unique in that they offer fans the chance to capitalize on a discount ticket offer as well as a unique fan-driver experience:
Infineon Raceway representatives are offering 750 fans the chance to purchase a ticket for just $24 when purchasing another at full price ($119) and additionally receive a front-row spot for a Q&A session with Jeff Gordon. Gordon, a Vallejo native who holds the track record for wins at the racetrack, will be hosting the special chalk-talk session for all fans to enjoy at 10:30am on raceday, but only the fans who purchase the "24 Special" will have up-close access.
In April, Infineon Raceway announced the "48 Special", a unique ticket offer that made 480 seats available in Turn 7 for the price of $48.48 (a 50% savings). Fans who purchased the seats, located in rows 4-8, between April 1st and April 15th were treated to an exclusive chalk talk session with Jimmie Johnson on April 16th. Track representatives collaborated with Johnson, a California native and three (3) time NASCAR Sprint Cup Series defending champion, to put the exclusive package together. The promotion attracted fans from as far away as Oregon and sold nearly 1,000 tickets for the Toyota/Save Mart 350 race.
Are you looking to create motivating promotional campaign that inspires consumers across the globe? Are you looking for a unique way to capitalize on professional sports in a unique way?
Nike hasdone it again. Each year, the sports marketing masterminds at Nike create an inspiring campaign that turns the heads of sports fans across the globe. This year's viral marketing campaign - Get Your Basketball On - centers around LeRoy Smith, a figurehead who is said to be the man behind Michael Jordan's motivation to become the greatest of all time. While in the 10th grade, Smith beat out MJ for the last spot on the Varsity basketball team- amoment that Jordan will never forget.
Nike called in Charlie Murphy (an actor who gained noteriety from his role on The Chappelle Show) to play the part of LeRoy Smith in a series of mock videos and skits, which include training videos, news segments, and video game previews.
Nike features a collection of interactive features on the promotional site, including a petition for fans to vote Smith into the Hall of Fame, desktop accessories, iPhone applications (and other fake LeRoy Smith gear), and a DVD series (a collection of YouTube segments). In essence, the LeRoy Smith platform serves as a natural fake brand extension for Nike to promote and capitalize on.
While the campaign doesn't scream Nike by any means, it will definitely spark plenty of discussion within the basketball community. A strong sports viral marketing platform with substance and legs, it will be interesting to see how far the LeRoy Smith story takes off.
Check out some of the clips below (and click through to view some of the other segments on YouTube)... It's a classic "do it yourself" platform and a job well done by Nike!
Are you searching for ways to stay ahead of the digital curve? Are you looking for ways to differentiate yourself in the marketplace?
BooneOakley, one of the nation's most creative ad agencies, has completely converted its company website into an interactive YouTube video piece that can be favorited, shared, and included in user playlists.
If you have five minutes available, the site is a "must see" as it serves as a benchmark for ways that companies are making social media applications even more interactive.
This is where the industry is headed - take notice and stay ahead of the curve. The question is, who in the sports space will be the first to follow BooneOakley's lead and create an interactive YouTube platform that features an assortment of multimedia content?
Why did BooneOakley make the move to YouTube to share their story?
"We needed a way to tell our story, and today the best forum for a story is YouTube, where we can use narration and really crappy animation. As an embeddable video, the new BooneOakley website presents our work in a unique and also more easily accessible way. And it can live anywhere that supports YouTube videos, including blogs, other websites, and many cell phones." - David Oakley, BooneOakley co-founder
A special thanks to Jason Peck (@JasonPeck) of Take a Peck for identifying this site and spreading the news on his Twitter feed.
Are you looking for ways to engage fans seated in the upper deck? Are you looking for creative ways to leverage a partner who sells ice cream products?
The Minnesota Twins have teamed up with Blue Bunny ice cream and novelties to create The Blue Bunny Challenge, an in-game promotion offering Twins fans the chance to win a one year supply of ice cream.
At each Twins home game during the 2009 season, three (3) fans are given an attempt to throw a baseball from the upper deck into a giant inflatable Blue Bunny ice cream container blown up in deep right field. If their throw goes in, they win a years supply (12 coupons) of Blue Bunny ice cream! Check out the promotion in action:
In April of 2009, Blue Bunny signed a three-year agreement to become the Official Ice Cream of the Minnesota Twins organization. The company is supporting their partnership with in-venue signage, promotional opportunities, and the rights to create custom retail programs designed to stimulate sales.
In 2009, Blue Bunny teamed up with the Twins to offer "The Coolest Twins Fan Contest", where fans can submit photos that capture their passion for the Twins and Blue Bunny ice cream for the chance to win a custom designed freezer.
Blue Bunny is also the presenting sponsor of Sunday's Kids Day, where up to two (2) kids ages 14 and younger receive free Home Run Porch or Cheap Seats admission with the purchase of an adult ticket in the same section (Blue Bunny samples are distributed on-site for these games).
Are you looking to create an inspirational sales piece that does a nice job incorporating product placement? Are you looking for new ways to leverage athlete endorsers?
During the 2009 NBA playoffs, Gatorade launched its most recent commercial to support its "G" campaign. The advertisement does a tremendous job incorporating Gatorade's product and athlete endorsers into a storyline that makes sense. All of the company's miscellaneous slogans are starting to come together to form an impactful messaging campaign.
What is G? Gatorade's newest commercial, "That's G" should give you a better idea:
Despite the initial ambiguity of its $50MM "G" campaign, Gatorade has not lost any strides when it comes to fan recognition (despite losing 7.3% in market share in Q1 2009).
More NFL fans correctly identified Gatorade as the league's sponsor in the sports/energy drink category then fans who identified the official sponsor in any other measured category (and higher than any other league-sponsor recognition scores in the NBA, NHL, NASCAR, and MLB). Source: Turnkey Sports & Entertainment Poll for Sports Business Journal
Are you looking for ways that your organization can penetrate new marketplaces? Are you looking for ways to drive awareness and support for your brand across the globe?
Sports organizations looking to drive their fanbase in markets across the United States should consider creating a platform that rewards their ultimate fans of major cities/states across the nation.
For example, an organization like the Tampa Bay Rays could create an online promotion entitled, "The 50 Top Rays Fans of America" where fans are asked to submit short videos stating why they should be nominated as their state/city's representative. Teams with a more global focus (e.g. Lakers, Rockets, etc.) could create a similar promotion around the Top 50 fans around the world. Team can either reward these "select fans" with exclusive gear, special entitlements (monthly calls, guest visits, etc.), or special offers from supporting corporate partners.
Which sports properties are currently running similar campaigns?
I. Barclays
Barclays is currently offering a "Barclays Fan of India" promotion as they search for the most passionate and fanatical Barclays Premier League supporter across India. Indian residents are asked to submit an entry form on http://barclaysfanofindia.com that tells why they are the biggest Premier League fan in India in less than 100 words. Fans can complement their submissions with videos and photos to enhance their chance of winning.
The first prize winner will receive a trip for two (2) to see a Barclays Premier League team of their choice during the 2009-10 season. The winners will receive airfare, three (3) nights of hotel accommodations, tickets and transfers as part of their experience. Ten runners-up winners will receive a free authentic Barclays Premiership jersey. Here is a quick video of the promotional campaign:
II. Boston Red Sox
In 2008, the Boston Red Sox ran a contest to name 45 Governors of Red Sox Nation (e.g. state representatives). The team received 1,500+ applications from supporters representing all 50 states (741 from non New England states). Each of the appointed governors will help connect members of Red Sox Nation within their home state to their favorite team and provide the President and Vice President of Red Sox Nation with continuous feedback. The Governors program will serve as the foundation for the official census of Red Sox Nation... and they also hold some popular watch parties around the nation.
To apply for the chance to be a Red Sox Governor, fans had to submit answers to two (2) short answer essay questions and solicit support from friends. Fans were judged on their enthusiasm for the Boston Red Sox coupled with knowledge of the team's history, creativity, understanding of the social climate of the state they represented, and the number of endorsements they received on their fan page.
Those selected as Bosten Red Sox Governors were given an unlimited Fenway Tour pass for themselves and one guest, two (2) tickets to a 2009 Boston Red Sox game, a Certificate of Governorship signed by Red Sox Team President Larry Luchino, the opportunity to partake in periodic conference calls with other Governors, a Red Sox Nation t-shirt, a 2009 RSN Fan Pack Citizenship, a subscription to MLBTV.com for the 2009 season, personalized business cards, and a photograph of their name on the Fenway Park scoreboard.
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Sunday, June 7, 2009 at 09:48AM 
Are you looking for ways to leverage corporate partners during the offseason? Are you looking for ways to incorporate the team mascot in sponsorship driven initiatives?
