Huge Boss Lets Fans Design the Attire of McLaren Mercedes F1 Drivers

Hugo Boss and the Vodafone McLaren Mercedes F1 team have partnered to launch a "Dress Me for the Finale" competition that allows consumers to design the overalls that Lewis Hamilton and Jenson Button will wear during the F1 season finale in Brazil in November.

The two (2) collaborating parties teamed up with Germany-based branding agency Liganova to create the interactive online competition, which is also supported via retail promotions, branding, and point-of-sale activity within stores in markets across the world. The "Dress Me for the Finale" initiative will run in each country where an F1 race takes place, with a design being selected for the drivers to wear during each qualifying run.

The promotion is the centerpiece of Hugo Boss' 30-year sponsorship deal of the McLaren Mercedes F1 team, which it signed a short time ago. The partnership initiative is notable because most professional organizations in the United States are continuing to pursue lifestyle/designer apparel deals to complement their team apparel partnerships. Look for similar initiatives to soon arise in NASCAR, IndyCar, and across the Big Four leagues.

   

Nike Turns to Fans on Twitter to Devise a Slogan for US Soccer

Nike looked to capitalize on the U.S. Men's National Soccer Team's recent international friendly against a renowned Argentina team at the New Meadowlands Stadium by creating an expansive "Red All Over" campaign.

A few weeks leading up to the match, Nike turned to soccer fans on Twitter to create a motto that would serve as the focal point of its "Red All Over" campaign. Nike encouraged soccer enthusiasts from across the world to submit their ideas over a five-day period using the hashtag #redallover. The campaign proved to be extremely successful, with thousands of entries pouring each day.

Ultimately, Nike found their answer for the campaign - a slogan that stood out from all the rest. The slogan, "Indivisible", was submitted by William Bachmann II of Orlando, FL, who uses the Twitter handle @WBachmann2. The slogan came from an unlikely source but proved to be exactly what Nike was looking for with the campaign. The slogan was sewn onto the jerseys of all the U.S. players for the match and soon became a storyline that captured the world's attention.

Note: As part of the campaign, fans were encouraged to wear red to New Meadowlands Stadium for the game on March 26th in support.

Check out a video detailing the promotional initiative below:

The Chicago Cubs See Value in Newborns

The Chicago Cubs offer a Newborn Fan Club that allows loyal Cubs fans to purchase a commemorative "Cub for Life" gift pack for future sluggers. The concept of a Newborn Fan Club serves as a terrific non-traditional revenue stream for sports properties that are able to seamlessly weave it into their digital offerings and manage fulfillment through the team shop and/or a third party.

The initiative allows consumers a chance to spend $45 to receive a customized commemorative photo announcing the baby's birth (complete with the baby's name, birthday, and birth weight), a Cubs baby stocking cap, a Cubs "Rookie of the Year" onesie, and an exclusive birth certificate to hang on display. The Cubs even provide fans an option to purchase a wooden frame for $25 to display their marquee photo or commemorative birth certificate. Fans can input all of the required information to customize the piece and manage shipping/handling online.

Teams can look to generate incremental revenue streams through said initiative by affiliating a corporate partner with ties to retail and/or baby supplies. In addition to exposure, corporate partners can also derive value by offering post-purchase discounts, etc.

Bud Light Capitalizes on the Madness with A Game of Basketball-Themed Quarters

Anheuser-Busch is capitalizing on the madness surrounding the 2011 NCAA Tournament with a Bud Light Shoot for the Championship tabletop quarter-bouncing game at select retail establishments across the country. Throughout the tournament, AB offered consumers ages 21+ an opportunity to compete to win a trip to Las Vegas for a Final Four competition with $25,000 on the line.

Anheuser-Busch produced March to the Championship themed tabletops and a quarters game with a creative basketball thematic. Check out two (2) pictures of their retail activation below:

 

Check out two (2) videos of Bud Light's activation in action here:

The Whitecaps Generate Fan Excitement For Their Season Launch with a 30-Day Countdown

The start of the 2011 Major League Soccer season marked a renewed rivalry series between the Seattle Sounders, Vancouver Whitecaps, and the Portland Timbers. All three (3) soccer clubs have enjoyed 30+ years of history and success but haven't competed against one another since the days of the NASL... 31 years afgo.

Soccer has been a huge success for Major League Soccer in the Northwest over the past two years since the inception the Seattle Sounders FC. In 2010, the team attracted 36,173 fans on average and generated some of the league's highest television ratings. Soccer fever has surely spread to Portland and Vancouver, where both clubs are experiencing a significant amount of success selling season ticket packages as well as suites.

The Vancouver Whitecaps in particular embarked on an aggressive "30-Day Countdown" marketing initiative that featured thirty consecutive days of virals introducing the team to the city of Vancouver, decorating landmarks, interviewing celebrities, displaying 3D billboard projections, and more.

Check out the Whitecaps terrific 30-Day Countdown below ... notably videos #7, #1, $10, and #6!

• Day 30 - City Blitz
• Day 29 - Whitecaps Sushi Roll
• Day 28 - Forever Fans
• Day 27 - The Passion Fans Have for Soccer in Vancouver
• Day 26 - Freestylin' Players
• Day 25 - Just Imagine
• Day 24 - Grouse Ride
• Day 23 - Testing Fan IQ's
• Day 22 - Daniel Sedin Plays a Game of Keep-Up
• Day 21 - A Trip to Fratelli's
• Day 20 - Bryan Adams
• Day 19 - Who to Watch
• Day 18 - Lui Passaglia
• Day 17 - Umberto
• Day 16 - An Interview with Vancouver Legend Trevor Linden
• Day 15 - Ole!
• Day 14 - Office
• Day 13 - Kasey Keller
• Day 12 - Drums
• Day 11 - Show and Tell
• Day 10 - Whitecaps Kit
• Day 9 - Match Beat
• Day 8 - Les Buts
• Day 7 - Light It Up
• Day 6 - Whitecaps Idol
• Day 5 - Interview with Head Coach Teitur Thordarson
• Day 4 - EA Sports
• Day 3 - Youth Soccer
• Day 2 - Southsiders Bar Night
• Day 1 - Scarves
• Match Day

... And here's a great Sounders FC video to get you ready for the 2011 Major League Soccer season!

A special thanks to Aaron Brady for his insights and contributions to this column.

Engage Fans in New Ways on Facebook

Over the past few months, Manchester City FC has done a brilliant job engaging fans on their Official Facebook Page. The team posts traditional content on a regular basis (match previews, press conferences, team virals, articles, etc.) but does a really nice job complementing that content with unique, fun features.

Check out some of the team's recent posts below and consider new ways that you can make your team's social media efforts more engaging:

Fun Social Media Facts

Celebrity Interviews (About Their Experiences Attending Games)

 Behind-the-Scenes Pictures from the Team Training Room

Unique Fan Experiences / Stories

Unique Performances by The Team's Front Office Personnel

The Magic Offer Playoff Tickets to Scavenger Hunt Participants

The Orlando Magic are partnering with T-Mobile to host the second annual Magic Text Scavenger Hunt, offering fans a chance to win a pair of tickets to every home game during the team's 2011 NBA Playoffs run.

The promotional initiative allows teams comprised of 2-4 persons an opportunity to compete in a head-to-head scavenger hunt foot race in downtown. From noon-3pm on Saturday, April 2nd, teams will search downtown Orlando by foot while participating in a number of team activities along the way for a chance to win. Each team will be guided to select destinations by Magic Text Subscriber mobile alerts. The team that generates the highest point total and fastest time will win the grand prize - two (2) upper bowl tickets to every Magic home game during the 2011 NBA Playoffs.  

Fans can enter for a chance to compete to win by completing a registration form on the team's official website, sending a text message to 78828 with the keyword HUNT, or printing their name/team name  and contact information on a 3x5 card and mailing it to Magic Text Scavenger Hunt, 8701 Maitland Summit Boulevard, Orlando, FL 32810. Each team must have at least one (1) person in the group who is a Magic Text Subscriber on their mobile phone.

March 2011 Partnership Activation 2.0 Newsletter

Thank you for coming to check out the March 2011 Issue of the Partnership Activation 2.0 Newsletter. If you have a moment, we woulld really appreciate it if you would share the newsletter with friends and colleagues in the industry via email, Twitter, LinkedIn, and/or your personal blog using this shortened URL - http://bit.ly/fwpr2S.

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

• State Farm Territorial Cup Series
• Creative Tactics From Across Minor League Baseball
• Industry Watch: Panoramic Fan Cams
• Crowd Flash Mobs
• Year of the Beard Campaigns
• Personalized Field Boards
• Marketing Activity Around the 2011 NCAA Men's Basketball Tournament
• Range Rover's Wireframe Campaign
• Dimensional Innovations
• The Migala Report Re-Launched
• Creativity in the Sports Marketplace
• March 2011 Partnership Activation Rising Stars
• Colorado Rapids' Ambush Marketing Tactics
• The Trenton Thunder's "Tweet Your Seat" Campaign
• A Look at the 2011 NBA All-Star Game Festivities
• 5 #SportsBiz Professionals You Must Follow on Twitter
• Activation and Branding at the 2011 Daytona 500
• 3 Terrific Concepts From The Idea Box

Click here to check out the March 2011 Newsletter, connect with other readers in the official Partnership Activation LinkedIn Group, and follow Brian Gainor on Twitter for additional sponsorship/marketing tactics throughout the month!

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. 

UNM Athletics Turns to A Giant Pencil to Drive Fan Engagement

Sports properties looking for new ways to engage office supply partners (e.g. Office Depot, Office Max, etc.) should take a close look at the following promotion executed by Lobos Sports Properties at a recent University of New Mexico home basketball game.

Lobos Sports Properties created a promotion where a blindfolded fan had to locate a giant pencil positioned on the court in a given time frame to win a grand prize. During the contest, fans had to try to guide the fan by shouting out simple instructions. The promotion is extremely simple (and commonly used in the collegiate sports space for a variety of corporate partners) but serves as an effective and engaging awareness driver, especially for a company like Midway Office Supply.

Lobos Sports Properties could consider taking the fan engagement aspect to the next level by rewarding a section with free office supplies (e.g. pack of pens per person seated in Section 108) if the fan were to locate the Giant Pencil... and possibly pens for the entire arena if he was able to locate it within the first 5 seconds.

With this promotion, it would be hard for fans to leave the arena that night and not remember the giant pencil! Check it out below:

Lobos Sports Properties has done a terrific job compiling all of its basketball arena inventory and promotions on an Official YouTube page, which can definitely be considered to be an industry best practice. Look for more college sports properties to leverage YouTube as a similar hosting platform for sponsorship inventory in the near future!

adidas Goes All In With A 3D Projection Show in Marseille

adidas kicked off its "adidas is all in" global marketing campaign with an amazing 3D projection show on the side of a historic building in Marseille, France. The footwear and apparel leader used 3D mapping technology to stun a crowd of 1,000 onlookers with amazing displays and intense imagery.

The event, hosted by DJ Cut Killer and held at the Palais du Pharo, has been generating buzz in the digital space in recent days. Check it out below:

Introducing the Piano Juggler

Sports properties looking to feature new entertainment acts at their games should take a close look at The Piano Juggler - an interesting character who puts on quite a show for fans. Check out a few of his halftime performances below:

The Simple Twitter Guide for Sports Business Professionals

Twitter is an extremely simple communication platform but there are many misconceptions out there about how it can effectively be used, etc. With many individuals of all ages getting on Twitter and asking their business associates for assistance, etc. we wanted to provide a guide to effectively use Twitter as a communications platform in the sports business space. 

Here are a list of tips that can enhance your communication efforts on Twitter:

Tweets

1. While 140 characters are available for use in a tweet, the basic rule of thumb is to use a maximum of 120 characters, leaving 20 available for others to retweet your message

2. With a significant number of users monitoring Twitter via their mobile phone, it's best to keep tweets as short as possible so they can easily retweet without hassle

3. In an effort to minimize the length of tweets (and include valuable content) consider using URL-shorteners like Bit.ly and is.gd.

• To simply use these URL shorteners, copy the URL of the site/content you want to drive traffic to, paste it into the URL shortener, click "Shorten!" and then copy and paste that URL into your Tweet

Content

1. Content is key on Twitter - the more original, insightful, enriching, interactive and unique the better...

2. Terrific platforms to acquire unique content to share with others include: YouTube, Flickr, Google Alerts, Quotes, Publications that Report Statistics, and Blogs

3. The best time of day to tweet (and have your tweets noticed) by working professionals is between 8-11am EST, when most people are beginning their day in all time zones across the U.S. and are checking their emails, social media, and communication platforms

4. People love viewing pictures and video - so don't be shy to call those items out in your tweet

Profile

1. It is important to fill out your complete profile with a photo, short bio, URL (whether that's for your business, personal blog, LinkedIn profile, etc.), and location - people like knowing who they are communicating with... this is incredibly important

2. Create a captivating background for your profile. While you may not have the most artistic/creative abilities, someone in your company or personal network likely can assist you with developing a background for your profile. Elements to consider including are: QR codes, contact information, corporate partner logos, professional imagery, stylish designs

3. Get a professional headshot taken (you will need it at some point in your career; start now) and use it as the photo of your profile

Communication Efforts

1. Twitter is a communication portal, not a press release. Therefore, it is important that you interact on Twitter with two-way communication. If you do not feel comfortable responding to individuals openly (via RT's), send them a Direct Message thanking them for following you, retweeting you, and/or communicating with you

2. Take time out of your day to monitor the Twitter feed to see what others in your industry/network are Tweeting about and RT content that you feel would be valuable for others

3. Twitter is a terrific tool for networking purposes. Seek out others in your industry/extended network and converse with them... Active users love opening their Twitter platform to find that people are reaching out and communicating with them directly

4. If you use your Twitter platform for business purposes, consider linking it to your LinkedIn profile so you can stay active on both platforms. Within your profile on LinkedIn, there are areas to post your Twitter profile and also embed your Twitter feed ... so it will show up in your communication feed. But only do this if you use Twitter as a communication platform for business/networking purposes

Twitter Platforms

1. While some Twitter users prefer to use the general Twitter platform (www.Twitter.com), most choose to use other platforms that enable them to follow lists and post tweets from multiple accounts more easily

2. Commonly used (free) Twitter platforms include HootSuite and Tweetdeck. From a mobile standpoint, there are a range of options to choose from (ranging from free to a few dollars) which you can access by going to the app store on your phone, typing in Twitter, and downloading the most highly recommended applications   

Using Twitter for Networking / Biz Dev Purposes

1. Twitter serves as an effective means to directly connect with professionals working in your industry. Seek out these individuals by:

•  Monitoring who your friends/colleagues follow - scroll through the lists of individuals your friends/colleagues follow (or have following them) and follow individuals who appear to have similar backgrounds/industry interests as yourself
• Search for other sports business professionals on Google. Simply search, "Individual's name" "Twitter" and you will usually find a direct link to that person's Twitter handle in the Top 5 search results if they are using the platform
• Search for industry keywords like "sports" "sports business" "sports marketing" "sponsorship" "ticket sales", etc. on We Follow to see a full list of other sports business professionals
• Search your friends/colleagues' Lists (which are usually segmented by topics like "College Athletics" "Sports Marketing" "Sports Business" "Athletic Directors")
• Search on Google for list topics, including "Insert Topic" (i.e. Sports Marketing) "Twitter" "List"

2. Turn Twitter connections into personal connections by setting a goal to meet X individuals in person throughout the year at conferences, networking event, lunches, happy hours, etc.

3. Partake in live educational chats. A current group of individuals, led by Lou Imbriano and JW Cannon, lead a weekly sports business industry chat using the hashtag #sbchat

Lists

1. Lists on Twitter serve as a great way to manage all of the different segments of individuals you choose to follow on the platform.

2. Use Lists effectively to segment those you follow (especially if it's a number exceeding 500) into categories like "Global Sports" "Sports Marketing" "College Marketers" "Brands" "Sports Properties" "Athletic Directors", etc.

3. While it takes a little while to segment those you follow into groups, Twitter Lists can serve as an effective means to follow a wide range of individuals and topics, especially when using HootSuite or TweetDeck, where you can monitor multiple lists at once 

HashTags

1. People use hashtags, which are commonly used terms (e.g. sponsorship) or relevant topic matter (MarchMadness) with a number sign in front (e.g. #sponsorship, #MarchMadness) to communicate directly with others interested in the topic. When using Hootsuite/TweetDeck, you can set up specific columns to follow hashtags and/or you can use the Twitter search button to search for hashtags (e.g. relevant topics) the same way that you would search for other Twitter users

2. Begin following #SportsBiz, #sponsorship, #sbachat, and #MarchMadness to get a feel for the best way you can use hashtags

Syracuse Athletics Turns to NYC Taxis to Drive Awareness

Under the direction of Athletics Director Dr. Daryl Gross, Syracuse Athletics has invested in an aggressive marketing campaign that includes SU Athletics branded taxi tops in New York City as well as the NY logo on the back of the football team's helmets.

With New York City serving as a key battleground for the Orange, the Athletics Department has turned to taxis, buses, and billboards as effective means to drive awareness and excitement for Syracuse football and basketball.

The efforts have proven to be a great way to position Syracuse Athletics as New York's College Team with 45,000+ alums living in the Metropolitan Area. Check out some photos of their branding initiatives below:

              

  

Lynx Uses Augmented Reality to Make a Splash at Victoria Station

Unilever recently teamed up with Bartle Bogle Hegarty (BBH) to create a captivating augmented reality campaign at London's Victoria Station in an effort to drive buzz and awareness for the Lynx brand (an extension of Axe in the UK).

Unilever created an initiative where consumers could stand on a special floormat within Victoria Station and see themselves interacting with virtual Lynx Angels (models) on a giant video board near by. The augmented reality campaign attracted the attention of thousands of consumers passing through the busy locale and served as a great way for the brand to create a viral piece that has generated plenty of buzz in the digital realm.

Unilever's campaign is very interesting because it is a tactic that could be replicated by professional sports organizations looking to make a splash in a high-traffic location prior to the season, during key events (All-Star weekend, etc.), or during the offseason. Teams could work with a local agency to create digital footage of players and embed it in an augmented reality campaign that truly engages fans at a moment when they least expect it.

Check out the Lynx Angels campaign below:

Reebok Uses an Athlete-Operated Mechanical Bull to Generate Buzz at the Super Bowl

Reebok leveraged its designation as the NFL's Official Apparel Supplier at Super Bowl XLV with an outstanding 50'x100' hospitality space designed to host media members, VIP's, clients, partners, and friends of the brand. Reebok teamed up with Synergy Events to create the interactive area and host a star-studded media event on the Friday prior to the Super Bowl.

Reebok called on its newest spokesperson, Erin Andrews, and nine-time World Champion rodeo athlete Ty Murray to host a Cowboy Up! media event that featured Reebok athletes Peyton and Eli Manning, Chad Ochocinco, DeMarcus Ware, and Randy Couture operating a mechanical bull by swinging training ropes and running on treadmills. The players were encouraged to swing ropes and run on treadmills as quickly as possible to make the bull buck harder, thereby throwing Randy Couture to the mat. 

The activation space created a terrific PR event for the brand and successfully engaged media members and important stakeholders throughout Super Bowl weekend.

Check out a clip detailing Reebok's Super Bowl activation tactics below:

The Knicks Celebrate Amar'e With a Special Jumbotron Melody

As New York Knicks supporters continue to rejoice about the arrivals of Amar'e Stoudemire and Carmelo Anthony, the team has continue to find new ways to deliver value for their fanbase.

The team apparently teamed up with Cousin Tommy to create a special version of "Amare" that is featured on the jumbotron at Madison Square Garden during games. Check it out below! (hopefully the vignette is real)...

Heineken Captures the Action of Champions League at Pubs on Match Day

Heineken is leveraging its Official Sponsorship of the UEFA Champions League with a captivating mobile-centric promotion designed to engage fans watching the action across the United States. Heineken created a program that offers fans a chance to win signed jerseys, cleats, and photos from soccer's greatest stars simply by checking in at their favorite pubs while watching Champions League soccer live with friends.

Heineken's Win Memorabilia campaign encourages fans to head to their local pub on match day, take a creative picture of themselves enjoying the match, and sending the photo to heineken@giltedgesoccer.com. Every Thursday during match weeks, Heineken will select their fourteen (14) favorite photo submissions and reward those participants with signed merchandise. 

 

Celebrate the Excitement of March Madness While Benefiting Charity

Fans for Change, a new non-profit organization launching in March 2012, is giving fans a chance to enjoy the excitement of March Madness while benefiting a charitable cause. The organizations is running an online NCAA Tournament "March Madness" bracket pool manager where 100% of the sum of each pool's entry fees are automatically granted to the charity of the pool winner's choice.

Fans can participate in the terrific cause initiative by taking four (4) simple steps:

1. Head to http://www.FansForChange.org
2. Click "Join a Group" then "Join Public Group"
3. Select or Name a Charity (any registered 501c3)
4. Complete Your Bracket before March 17th at 9am EST

The free pool is open to the general public and the co-founders of the initiative, Jay Bavishi and Wesley Harris, have even offered to donate $1,000 to the registered 501c3 of the pool winner's choice. So go out and log in to FansForChange.org, select your favorite charity, pick your teams, and join the Madness for your cause!

Vodafone Unveils a New F1 Chassis with The Help from Fans

Vodafone McLaren Mercedes recently held a ceremony at Berlin's Potsdamer Platz to unveil its new MP4-226 F1 chassis. But instead of hosting a typical ceremonial event, Vodafone incorporated fans into the festivities and captured the entire event on camera.

Vodafone called on dozens of competition winners, fans, and customers to deliver various parts of the chassis to a prominent stage area where the F1 vehicle was gradually built one component at a time. Fans rolled in tires and carried various F1 car parts to the surprise of hundreds of onlookers taking in all of the action. As various elements were delivered, Vodafone drivers Lewis Hamilton and Jenson Button assembled the final parts to reveal the team's new F1 chassis.

Vodafone captured all of the action and created a 2:31 viral to share the event with the rest of the world. In a matter of weeks, the unique video garnered 199,000+ votes.

Check it out below:

Source: MotorSport.com

CBS Outdoor Delivers a Best-In-Class Billboard Campaign for the Twins

CBS Outdoor recently posted a tremendous video that showcases the work involved with creating a captivating outdoor billboard campaign to promote the grand opening of the Target Field in 2010. The video details all of the work involved with the installation phase of the OOH project, providing viewers with an inside look at all of the elements involved with creating a best-in-class campaign to promote the Twins new home for years to come.

Check out the video below: