Are you looking to do something innovative with your suite level? Are you brainstorming new ways to drive business meetings and B2B discussions at your events?
Hild und K, a German architecture firm, designed a very unique VIP area for the Allianz Arena in 2005. The arena, located in Munich, Germany, is questionably the finest stadium to ever be built. Stadium officials contacted Hild und K to develop a fresh, B2B feel for the VIP Lounge and this is how it turned out:
Are you looking for new ways to drive awareness and trial for your brand around premier tennis tournaments?
You will want to connect consumers with your brand through a personal, 1-to-1 experience... But what is an innovative way to do so?
Beverage, footwear, and sports retailers could consider creating a ping-pong area within the confines of the tennis tournament (similar to the one shown below, but in a larger area) for consumers to kick back between matches and enjoy a game of ping pong with their counterparts... Before or after the experience, brands can have have these attendees trial their products (or with the case of footwear, experience a game of ping pong while wearing XXX shoes). I actually stole this idea from Pong, a storefront located in Manhattan's Lower East Side, that enables visitors to pay $3 apiece to engage in a unique and entertaining table tennis experience... Pong was a three-month experiment by GrandOpening, which is a 400 ft space that reopens with a new theme every three months... A very interesting idea!
After all, tennis fans have to also be fans of the game of ping pong, right? The best part is that this is applicable to soccer and basketball as well...
Soccer - Create a select room within the venue where fans can play foosball
Hockey - Create a select room within the venue where fans can play air hockey
The Pong experience even enabled consumers to go online and see replays of their match (as seen in the clip below). To extend your engagement with consumers on-site at tennis tournaments, you could consider implementing a similar tactic (with branding in the lower corner and/or a short clip of the consumer interacting with the product during the middle of the replay of the ping pong match.
I have wrote numerous posts detailing the innovative means that Japanase retailers, among others, have utilized vending machines to sell products... Vending machines are such a huge component of retail sales overseas, that it was only a matter of time before they were accepted and implemented in the United States.
Well, the time has come... Macy's recently announced that it will use vending machines to sell iPods, digital cameras, and other electronic items at 400 retail locations across the nation. The company revealed that it was rolling out the mass introduction after pilot programs proved to be successful. Yes, you have probably seen similar vending machines in airports and other transportation ports, but this will mark the first time that a nationwide retailer will invest the appropriate resources to have vending machines prominently displayed in their stores...
It is only a matter of time before these unique vending machines are a part of the stadium experience; they serve as great ways to reduce labor costs, sell unique/customized items, and add to the fan experience with only minimal space requirements.
For an in-depth look at how the Japanese have creatively utilized vending machines, check out the impressive gallery compiled on Dark Roasted Blend.
On a side note, check out Coca Cola's new strategy utilizing mobile vending machine robots in Japan below:
I wanted to post the stellar Manchester United-Chelsea shootout from two weeks ago...
Why? Because everyone loves shootouts... and there were a few other key notes:
AIG, Samsung, Ford and Heineken receive incredible publicity - the four (4) global brands are engrained in a moment that many Europeans and soccer fans across the globe will NEVER forget
166MM euros were on the line
John Terry, who missed the fifth penalty kick for Chelsea (to win) is the highest paid player in the Premier League, making 6.8MM euros per year (130,000 euros per week!)
In 2007-08, Chelsea payed out 132.8MM euros (an equivalent of $263MM!) to its players - the highest salary costs of any club in the Premier League (In contrast, ManU spent 92.3MM euros...)
Salary costs for Europe's top-flight soccer clubs have risen to a record 63% of the team's overall revenue
Are you looking for new ways to utilize social networking platforms? Are you looking for new ways to engage fans?
Take a page out of Coors Light's playbook.
The alcoholic beverage company was recently touted in the New York Times for its new "Code Blue" Facebook campaign. The new "Code Blue" Facebook widget enables consumers 21+ to send their friends "Code Blue" alerts - inviting them to meet up for a beer. Consumers can even use Facebook maps to direct their friends to a nearby bar.
To drive social networking buzz online, Coors also introduced two (2) videos on YouTube showing beer drinkers completing "the perfect pour". The videos are a very effective means to target Coors Light's core demos... Coors' online integration tactics complement the company's existing television and print advertisements... forming a 360-degree activation platform. Check out one of the "perfect pour" videos out below:
But whose to say that your organization cannot implement a Facebook widget, similar to Coors' "Code Blue" offering, that provides your fanbase/brand ambassadors with a way to message their friends about meeting up at the bar to watch a game? Or meeting at the stadium to buy tickets to go to a game? Or going to a VIP meet-n-greet with players on the team? Or going to a concert at your venue? If your organization does support said strategy, remember that you will want to complement this widget with viral marketing to drive online buzz...
How do you spice up a 15-year partnership? Just ask the Sacramento Kings' Dance Team.
Carl's Jr., a partner of the King's organization for fifteen (15) years, was looking for an innovative way to help promote the launch of their new Jalapeno Chicken sandwich... After assessing the demographics and characteristics of Carl's Jr.'s target consumer, team representatives devised a unique way to leverage the Sacramento King's Dance team within the QSR chain's marketing platform.
The Kings and Carl's Jr. collaborated to shoot a video of the Kings dance team doing the chicken dance outside Arco Arena as a way to promote the chain's new Jalapeno sandwich offering, which hit stores in May. The video is prominently featured on the main page of the Carl's Jr. website (www.carlsjr.com) and serves as a way for the Carl's Jr. brand to reach its core customers (and likewise reinforces the QSR's partnership with the Kings organization). Check out the video below:
Carl's Jr. has also supported its team partnership in a variety of other ways that leverage the Kings' dance team:
The Sacramento Kings Dance Team (SKDT) poster was shot inside a Carl's Jr. retail location
The QSR chain receives branding visibility through post-game poster signings by the dance team
The team conducts an in-arena coupon dash
Through its partnership with Carl's Jr., the Sacramento Kings have incorporated what some would see as an unlikely partner and have effectively crafted a messaging platform that is very unique to the marketplace... just by understanding their partner's needs and target consumers (young, hungry men)!
An external review of the Sacramento Kings' partnerships revealed that the team has approximately fifty (50) partners; six (6) of whom could be considered in the fast food/casual dining category. Demonstrating all the more that Carl's Jr. discovered a unique way to escape the clutter. Team partners (as listed on the website) include:
Sports 1140, Raley’s and Bel Air, Shell Vacations Club, Intel, RC Willey, Gatorade, Disneyland Resorts, Best Buy, Ashley Furniture, Folsom Lake Kia, State Farm, Quest, Express Jet, Jack Daniels, Nationwide, Anheuser-Busch, Health Net, Carl’s Jr., Dome Printing, Cache Creek Casino Resort, McDonalds, Wells Fargo, adidas, Chevrolet, Verizon Wireless, Allstate, Comcast, Comcast Sports Net, KRCX 99.9, Northern California Toyota Dealers, Dreyer’s, Zoom Imaging, Dairy Queen, E&J Gallo Winery, ARCO ampm, Volvo Rents, CCPOA, Sacramento Bee, US Army, Folsom Lake Ford, Gatorade, metroPCS, Newman Lasik, News10, Round Table Pizza, XO Communications, Jack in the Box, KB Home, Les Schwab Tires, Subway
Over the past fifteen (15) years, the Kings and Carl's Jr. have leveraged a number of team assets, and have created some very "talked about" campaigns, including the Carl's Jr. Bobblehead Series and the $6,000 combo meal commercial, starring the Maloof brothers.
Activation tactics have included:
Carl’s Jr. Arena Static Signage
In-store Player Appearances
The "Carl’s Jr. Matchup of the Game"
Carl’s Jr. Bobblehead Series
Fans waited in lines to receive the first set of bobbleheads
Bobbleheads were priced at $3.99 with a combo purchase
71 of Carl’s Jr. restaurants in the greater Sacramento area participated in the promotion – named the No. 1 out-of-arena promotion in the country by the NBA (stores outside of a 75-mile radius cannot sell Kings products due to NBA guidelines)
Bobbleheads were sold beginning at 10:30am on successive Wednesdays
Limit of two (2) bobbleheads per customer for each visit
Bobbleheads were only available at the walk-up counters, NOT at drive-thrus.
Shipments of the bobbleheads were delivered at least twice per week, giving working fans a better chance of purchasing them on the weekends
The first bobblehead came with a free collectible stand for all the remaining bobblehead figurines
The website listed all participating Carl’s Jr. restaurants (address, city, phone number)
The Maloof Brothers (Team Owners) starred in a Carl’s Jr. commercial (2006)
Teams have begun to maximize the space they have available in-venue to offer premium seating and are now looking for new, alternative mediums to drive pricing and premium value for fans (i.e. All-You-Can-Eat sections, etc.)...
So how can sports marketers counteract this issue? Create star-branded seating sections within the venue; areas that will drive the value of the seats (and likewise, the prices) by enhancing the fan's experience at the game...
What do I mean exactly?
The Miami Heat can drive premium value out of their existing ticket inventory by collaborating with Dwyane Wade, Wade's corporate partners, and existing team partners to create an exclusive section in the lower bowl of the American Airlines Arena, branded as the D-Wade section.
But how is this different than the typical branded sections you typically see in arenas across the nation? The difference lies in the integration and involvement of Wade's corporate partners and the team's existing partners...
Example: Brand Section 101 (a section that has 22 seats per row, 29 rows)
Branding (and driving pricing) would equate to 638 seats in the section at a bump of $10/game
$287,100 in increased profits (before incurred expenses)
Drive incremental revenue from sponsors and/or player endorses for in-arena branding and fan access
Use existing team and player sponsors to distribute premium items to this select section throughout the season
Wade Sponsors
Gatorade - Product trial / meet-n-greet
Converse - Select couponing / discounts off Converse gear
Topps - Limited edition Dwyane Wade trading cards
T-Mobile - Exclusive phone downloads / ringtones
Sean John - VIP Party featuring a Dwyane Wade appearance for ticket holders
Additionally, offer season ticket holders VIP experiences and customized items/apparel
Exclusive parking section for fans seated in this section (potential tie-in for automobile partner)
Watch out for teams to develop similar unique extensions to drive the fan experience/ticket value for consumers and provide existing team/player sponsors with new avenues to have 1-to-1 personal interactions with fans!
Are your commercials lacking substance? Are you continuously looking for new ways to capture the attention of your target audience during in-game broadcasts?
If so, consider mimicking a commercial stunt similar to the one that Honda aired last night live during the reality show Come Dine With Me on British television. Honda staged the first ever live advert by tasking nineteen (19) skydivers with spelling out the word Honda while descending thousands of feet in the air. The crew had three minutes and twenty seconds to complete the stunt, a campaign that supports Honda's new advertising tagline of "Difficult is worth doing".
Check out the "live" skydiving clip below that Honda successfully performed during the commercial break:
Now, you are probably reading this and consider this new strategy to be crazy, concerning all of the difficulty and risk involved with time parameters, etc. But would you be suprised to see a sponsor perform a similar commercial stunt during an upcoming Super Bowl? Or another large event like the NBA finals, MLB All-Star Game, or the World Cup?
The answer is no, especially as brands continuously search for new ways to promote their products and capture the attention of viewers. With increased choice and viewer fragmentation, don't be suprised to see marketers make more risky, innovative attempts to make their messaging a "must-see" for consumers.
Are you looking to create customized team products? Limited edition apparel/items that are uniquely designed for your organization? After all, these are the items that fans and season ticket holders are looking for...
If so, don't look past the work of Logan Real, an up-and-coming Miami artist who designs custom shoes and apparel for a range of celebrities; from the Miami Heat's DJ Irie to P Diddy to WWE Super Star John Cena. Real specializes in creating custom hand designed work, spanning a variety of items:
Shoes
Watchbands
Dress Belts
Photo Wallets
Blackberry Cases
Wallets
Briefcases
Vintrage Dress Watches/Bands
Purses / Swimsuits
Dog Collars
Logan Real's work has been featured in numerous editions of Ocean Drive magazine and Acclaim magazine and had his products showcased at Superbowl Weekend hosted by ESPN.
Real's hand painted design work is truly exceptional. If there is an artist to go to in the industry for customized work, he is it! Take a moment and check it out...
Are you looking for more creative promotional ideas?
Veritix offers a quality sports marketing e-newsletter each week... for free. In each edition, Doug Sell (the editor) does a good job providing some insights into marketing/promotions ideas, fan/community relations efforts, ticketing concepts, and media integration... The e-newsletter, sent to 5,000+ sports professionals across the globe, focuses primarily on minor league updates.
If you are interested, take a moment to subscribe - it's really simple. The e-newsletter is distributed every Thursday morning...
Like most Americans, you probably think that you are a much better golfer than you actually are. Consumers always seem to gravitate to promotional concepts that they deem as "winnable". Like the 3-point shot, who doesn't think that they can win a putting contest? Although the promotion doesn't have a direct correlation to some sporting events, it does draw in a common interest of many fans in attendance.
This would serve as a unique way to tie in a big box retailer like Dick's Sporting Goods or The Sports Authority, who may be pushing golf products around the holidays or targeting a select group of consumers (i.e. 35-49 males with HHI of $75K+)
Here is a great example of a putting contest implemented at a Montana State basketball game that offered one (1) lucky contestant the chance to win $5,000! Check out the clip below...
Here is another example of an effectively implemented putting promotion...
Sponsors interested in connecting their brands with professional athletes and entertainers should check out Pro Player Connect, an online environment that serves as a portal for connecting businesses and athletes. The site is still in its beta stages but serves as an innovative means for providing companies an easy way identify and connect with athletes interested in engaging in collaborative efforts.
Currently, the site connects businesses with athletes but future plans will enable professional athletes to reach out to businesses and have the ability to connect with other athletes. All sponsors have to do is complete five (5) easy steps:
Identify potential athletes to align one's product/service with
Create an offer on the site
Send the offer directly to the athlete for their review
Communicate through a messaging system
Complete the offer acceptance - five easy steps
The site states that 12,700 offers have been made in its existence and 421 athletes have joined on. The site boasts a solid list of athletes but lacks some star power... Some partnering athletes include:
Chelsea and Manchester United recently competed in one of the greatest Premiership games ever (a game played in Moscow)... The two teams were competing for a $166MM prize, and if you failed to have the television tuned in to ESPN on a Wednesday afternoon, you likely missed it.
I have enclosed a short clip showing some coverage of the game to point out some of the game's branding elements:
The Sacramento Kings recently offered one (1) lucky season ticket holder the chance of a lifetime - the chance to represent the team at the 2008 NBA Lottery. During the Spring of 2008, the team ran "The Kings Luckiest Season Ticket Holder" promotion, asking all Kings season ticket holders to convince their fellow supporters of why they are indeed the luckiest.
The contest originated when Kings co-owner Joe Maloof responded to a question at a season ticket holder's meeting; the idea then grew into something that stirred interest among the team's most dedicated fans. It was rumored that other NBA teams tried to follow suit with similar promotional concepts, but they were blocked by the league to let the Kings have the unofficial rights in 2008.
The prize at hand? The chance to fly alongside Philip Maloof and represent the Kings organization alongside the likes of fellow team reps Larry Bird and Jay-Z at the 2008 NBA Draft Lottery on May 20th.
The winner? An extremely excited Margie Parilo (shown above), who became the first fan to ever represent their hometown team at the NBA lottery. Margie Parilo's entry was selected from an original batch of 192 written submissions and received a significant percentage of the 17,419 fan votes cast for the six (6) finalists' video presentations. Parilo, who was featured extensively during the national broadcast coverage of the event, had 28 family members convene at Chris Webber's Center Court restaurant to cheer her on.
A very interesting tactic implemented by the Kings organizations... this is what consumers are now looking for - VIP experiences that they can receive nowhere else!
Are you looking to capture the attention and interests of the aging baby boomer demographic? Are you looking to develop a platform that acknowledges senior citizens in your local marketplace?
Check out the Tampa Bay Rays' innovative "Golden Rays" program, a campaign developed to draw senior citizens in the Tampa marketplace to the ballpark. Golden Rays Plus Memberships are available for just $10 to all Rays fans 55 years of age or over...
Golden Rays Plus Members Receive:
One (1) ticket voucher to one of eight (8) select games (the dates vary)
One (1) ticket voucher to see either the Yankees or Red Sox play in Tampa
$2 off Outfield Tickets and $1 off Upper Deck tickets to Regular Games Monday through Thursday
Golden Rays T-Shirt
Invitation to attend Exclusive Seminars
Golden Rays Newsletter
To sign up, consumers can either fill out a quick information page on the team's website or call 727.342.4774.
By offering direct access to this membership base (or the group database), I would think that the Rays could effectively sell a presenting partnership for this group... As many companies look for new ways to target baby boomers, wouldn't an automobile/healthcare/eyecare/financial company be interested in tying in their business? Offering select discounts/rewards/plans for Golden Rays members? This serves as a great example of how teams can further segment their fanbases to show incremental value to potential partners...
A great initiative to mirror as the baby boomer demographic nears retirement!
"You've followed their careers. Now follow their lives."
Are you looking to enhance your community relations efforts? If so, take a look at the St. Louis Rams' "Rams Living" feature page on the team's website. The site does an incredible job connecting fans with their favorite stars off the field.
Rams Living provides an in-depth look at the players and their favorite music, foundations, and hobbies off the field. The site also features player videos, commercials, newsletters, downloads, and an off-season calendar.
It really is impressive to see a team like the Rams use its online assets to promote its players' community foundations efforts:
In addition, the St. Louis Rams do a great job integrating their three (3) supporting corporate partners: Save-A-Lot Food Stores, Waste Management, and US Cellular.
This site definitely serves as a best practice... If you have a moment, check it out!
Kobe Bryant recently created a unique clip with the crew of the MTV show Jackass to further promote his new brand of Hyperdunk shoes that recently hit the market... The video below complements the Aston-Martin clip that was a nationwide hit:
Who hasn't had a discussion about the beer man while attending a baseball game? Over the past century, beer men roaming the stands at ball games have become as engrained in the sport's culture as the seventh inning stretch.
But what is it about the beer man that captures the attention and interest of fans in the ballpark? Why haven't alcoholic beverage sponsors worked harder to leverage one of the most visible assets in the park? What other opportunities/best practices exist with the ballpark beer man?
To help address some of these questions, I have enclosed a collection of Beer Man photos in the Activation Gallery. After doing some preliminary research on the Internet, I came upon some interesting findings:
Wally the Beer Man is a local legend in the Minneapolis-St. Paul vicinity; famous you might say. Wally has his own baseball cards and has been a focal point of national media coverage on multiple occasions...Wally has been selling beer at almost every beer-friendly sporting event in the Twin Cities since 1970.
Japanese beer men strap a keg onto their backs (with a portable cup dispenser) to serve fans at local baseball games. I have yet to see this innovative strategy reach be implemented in the United States - a best practice if fans do not prefer a variety of beers! I would't be suprised to see some alcoholic beverage sponsors seeking exclusivity conduct a similar practice
The Japanese also offer "beer women" that roam the stands and serve beers to fans in attendance... Even these women carry a keg on their back to serve fans!
A collection of different ways to carry/distribute beer (boxes, trays, racks, kegs, etc.)
Unusual hair/facial hair styles
Why hasn't a company like Miller or Budweiser put together an innovative viral marketing campaign around the beer man that shows some raw footage/beer calls? It would be an INSTANT HIT.
Here are some of the beer man videos circulating the web...
"With Surface, we now see a day when every desk can be a computer, and it's not only your desk but maybe your kitchen countertop, the table in your breakfast nook, the mirror in your hallway or, at work, the conference room table." - Mark Bolger, Senior Director of Marketing, Microsoft Surface Computing
It is only a matter of time before Microsoft Surface becomes the most discussed topic in the sports industry. The technology is here - AT&T retail stores in NY, Atlanta, San Antonio, and San Francisco debuted the technology last month...
The Microsoft Surface phenomenon will be the new wave in technology that all teams are looking to capture... Taking a look at how technology has evolved over the past thirty (30) years in the sports industry, it comes as no suprise that teams will be looking for "the next best thing" now that the LED/High Def scoreboard craze is startign to lapse...
But how exactly will Microsoft Surface technology affect the sports industry?
Suite Levels
Picture all persons seated in the stadium suite level with technology at their fingertips. Instead of walking out to grab a drink, waiting for a hostess, or using a "loaded concessions/merchandise" card, consumers will be able to order concessions and merchandise through the countertops of the tables they are seated at.
Press Row/Courtside Seating
Courtside seating will be taken to a whole new level... The media, PA announcer, statistics officials, and fans with elite courtside seats will be treated to touchscreen technology that will amplify their game experience and relieve some of the stresses of their game responsibilities... What exactly will this technology be able to do for these individuals? Time will tell...
Promotions
Soft-drink cups could have tags printed on the bottom, which, when placed on the Surface counter, could then call up promotions. Teams could also place tags on premium items, which could activate a trailer on Microsoft Surface promoting upcoming movies, product offers, and additional information relevant to consumers.
Digital Content
Teams could load the Microsoft Surface with music files, wallpapers, screensavers, and ring tones that consumers could load directly onto their phone by simply dragging the file with their finger.
What is Microsoft Surface?
Microsoft Surface is an emerging technology that allows users to touch digital content with their fingers and a flick of a hand. Freed from the limited of a click or key, users can touch dozens of locations. Because of those multiple points of contact and the surface size, it is intended for multi-user applications. Microsoft is basically repositioning the tabletop by taking what was an inactive surface and turning it into a vibrant interactive display.
How is Microsoft introducing the technology and what is the price point?
Microsoft is using a model similar to the introduction of plasma TVs. The company is focusing on leisure, entertainment, and retail sectors where consumers can familiarize themselves with the technology while Microsoft works to reduce the price point, which is currently around $10,000 a unit for commercial partners.
Microsoft has received more than 3,000 partner inquiries from 50 different industries across 25 different countries since the product's introduction and figures that Surface can be a $2-3BN market by 2010.
Source: The Power of Touch, Adweek (5.19.2008)
Check out the videos below... this technology is amazing!
With youth interests and sports participation figures fluxuating in the past decade, teams and brands alike have been devising new strategies to target this attractive demo... Youth now have more disposable income, influence on HHLD purchasing decisions, and freedom to speak their minds (through a variety of media channels).
How are figureheads in the sports world responding to this? Well, the WWE is on to something...
The World Wrestling Entertainment (WWE) soon will be launching a web site strictly for kids. The site, WWEKids.com, will complement the recent launch of the organization's kids magazine, WWE kids. Both initiatives are geared towards youth 6-14 years of age. WWEKids.com will host content from the magazine and offer interactive puzzles, interviews, and games featuring the wrestlers as well as consumer products. WWE is sidestepping nervous parents by offering exercise suggestions, providing details on healthy eating, and promoting community involvement and self-esteem.
Geof Rochester, Executive Vice President of Marketing for WWE, commented, "We have seen a steady growth in younger viewers of our programs, and we have made a conscious decision to embrace this audience."
This is a GREAT initiative and serves as a model that I think many professional leagues will look to model. Look for more information to come on similar concepts as they develop...
Copyright & Copy; 2008, Partnership Activation Inc. All rights reserved.
You are free:to Share — to copy, distribute and transmit the work to Remix — to adapt the work Under the following conditions:
Attribution. You must attribute the work in the manner specified by the author or licensor (but not in any way that suggests that they endorse you or your use of the work).
Noncommercial. You may not use this work for commercial purposes.
Share Alike. If you alter, transform, or build upon this work, you may distribute the resulting work only under the same or similar license to this one.
For any reuse or distribution, you must make clear to others the license terms of this work. The best way to do this is with a link to this web page.
Any of the above conditions can be waived if you get permission from the copyright holder. Nothing in this license impairs or restricts the author's moral rights.
Saturday, May 31, 2008 at 12:37PM 
