Have you considered capturing special moments that fans have experienced at your ballpark? Are you looking to create a viral campaign that features the actions of fans front and center?
The following video should spark a few ideas for brands looking for new ways to leverage fans via viral campaigns, promotional tactics, etc. During a recent game at Wrigley Field, a fan caught a baseball thrown into the crowd in his beer and immediately responded by chugging it down.
While the video is very raw, it provides a glimpse at how brands can find ways to feature both players and fans in a piece that feels realistic, yet leaves the viewer wanting more. It would be great to see a company like MillerCoors or Anheuser-Busch use a similar concept in a video board feature at a game!
Are you looking for new, innovative ways to drive awareness for your playoff signage? Are you looking for new, creative ideas in the hockey space?
During the 2010 playoffs, Bell Canada displayed one of the most creative marketing tactics seen in hockey to date.
The telecom provider leveraged its partnerships with Canadian NHL clubs that made the 2010 playoffs by featuring a rinkside dasherboard that displayed the terminology "La Vie est Bell" (meaning Life is Good in French) and accompanied the phrase with a man's giant smiling face that grew more and more facial hair each game and each round. The signage literally grew hair during the game!
Although there wasn't a direct tie-in, the dasherboard served as a tremendous way to drive buzz for the Bell Canada brand throughout the NHL playoffs, when fan affinity reaches its peak. The campaign tied in nicely with the famous playoff beard theme throughout the playoffs and kept many fans guessing. This would be a PERFECT tactic to leverage partners like Gillette, Nivea, Schick, etc.
As reported on ThePensBlog.com, here is a visual depiction of Bell Canada's dasherboard signage literaly growing facial hair throughout the game:
A special thanks to Jeff Snyder for his insights and contributions to this column... Best wishes Jeff!
This month's newsletter features a collection of insights, including:
Flash Mobs in Sports
CrowdWave Technology
Hyundai's World Cup Initiative
SF Giants' Flickr On-Field Photo Day
A Close Look At... The NHL Playoffs
NBA Digital Discipline Series
Creativity in the Sports Marketplace
May 2010 Partnership Activation Rising Stars
Insights on Stickybits
A Close Look At... The NBA Playoffs
UFC 112: Invincible
Lottery Partner Thought Starters
Idea Box
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.
Check out the May 2010 Issue now... and don't forget to pass it along to some friends!
With all of the advertising and sponsorship clutter in the sports and entertainment space, when was the last time your brand directly explained to consumers how you are effectively leveraging your partnerships to benefit the fans and the sport?
The video below, detailing Vodafone's supporting partnership of the Vodafone Warriors rugby team, is a tremendous, "must watch" piece for anyone working in sports business.
The video effectively:
Explains the brand's partnership positioning in support of the Vodafone Warriors, a New Zealand rugby club (and details the duration of the partnership)
Recognizes the passion and affinity of the Vodafone Warriors' fan base
Demonstrates their commitment to enhancing the fan experience for Warriors' supprters
Describes the impact the partnership has made on the sport of rugby in relation to that of other team/league sponsors
Details how the brand has built a community that fosters interaction and fan support on an annual basis
Describes how the partnership ties back to their direct business initiatives
Promotes the interactive features, content, and games that Vodafone offers the Warriors' fanbase
Details activation tactics
Check it out here!
A special thanks to Kim Skildum-Reid of Power Sponsorship for her insights and contributions to this column.
Are you looking for new ways to engage your fan base?
Nike is capitalizing on the buzz leading up to the 2010 World Cup in South Africa by offering a "Inspire the Boot" promotion that offers fans a chance to have their favorite personal messages stitched on the boots of the world's greatest players throughout the tournament.
Nike created a microsite and Facebook application to support the campaign, which gives fans a unique chance to inspire soccer stars Wayne Rooney and Ashley Cole. Nike gave consumers the chance to submit their favorite 12-character entries online until May 18th before the winning inspirational slogans are selected. The winning boots will be unveiled at NikeTown London and will be on tour throughout the World Cup in South Africa. An unbelievable offer!
Check out Nike's "Inspire the Boot" online promotional campaign below:
Is your team looking for new ways to remain relevant during the off-season? Are you looking for new ways to your organization's players?
Teams interested in producing new viral content, maintaining relevancy during off-season months, and promoting the star power of individuals, coaches, and team personnel should consider turning to music to accomplish their objectives. Teams can drive affinity for certain individuals and potentially create viral hits by giving local music talent an opportunity to create songs about the team's stakeholders.
Organizations operating on tight budgets can consider having the local singers perform acoustic sets and can film the performances using a Flip Video camera. If a team creates several songs (for different individual players), all of them might not be popular but many organizations just need to strike gold with one viral piece.
Teams can consider integrating these songs during pre-game introductions (basketball), plate appearances (baseball), or shortly after a player scores or makes a big play (hockey, football) and can potentially distribute this content as premium giveaways at the gate... The opportunities are endless.
Check out the video below (which serves as a terrible example) and consider new ways that you can drive value for your organization via sonic branding!
Are you looking for new ways to make an impact with outfield signage? Are you looking to give your signage some personality?
Jack in the Box, one of the nation's leading fast food hamburger chains, has teamed up with the San Diego Padres to feature some of baseball's most creative signage. The restaurant chain, with 2,100+ restaurants in 18 states, features two (2) giant outfield scoreboard signs that creatively integrate the chain's mascot, Jack, into the action.
Jack, a mascot that resembles a toy clown from a jack-in-the-box, is featured in the signage promoting cheers for both the Padres and Tacos (a huge promotional push of the partnership). The signage supports a "Guess What's in Jack's Hat" promotion that offers all fans in attendance the chance to win two (2) free tacos if a select contestant guesses correctly.
And here's a unique one: Jack in the Box commonly gives out free team car antenna balls to consumers that purchase large combo meals in select markets... Something to consider for your next premium giveaway!
Check out Jack in the Box's signage below and look for it in future game broadcasts!
Are you looking for new ways to engage fans around a league draft? Are you looking for new ways to leverage social media platforms to drive water cooler conversations around your organization?
It has become a customary practice for NBA organizations to bring a good luck charm with them to the annual NBA Draft in anticipation of securing a top pick. While some organizations send rising stars, new owners, and sweepstakes winners, the New Jersey Nets turned to VaynerMedia and their avid social media following to bring them good luck in 2010.
The Nets and VaynerMedia created a microsite, http://netsgoodluckcharm.com, that utilized Twitter and Facebook social plugins to allow fans the opportunity to post good luck messages to the team without having to leave the page and participate via their social media accounts. With a 25% chance of securing the top pick, Nets fans left hundreds of good luck messages and shared their thoughts about the Net's future and the hopes of securing an elite prospect. The organization launched the microsite at 9am the morning of the Draft and kept it live until just shortly after the draft picks were announced.
Unfortunately for the Nets, luck was not on their side and they ended up securing the 3rd spot in the Draft. While the result of the lottery is pretty disappointing for Nets fans, their virtual good luck charm was a hit.Look for some more related initiatives in the near future!
In 2009, Breathe Right Nasal Strips partnered with five (5) NFL teams (Patriots, Giants, Dolphins, 49ers, Bears) to introduce its new Breathe Right "Extra" product to sports fans across the nation. Touting a product that has been used by professional football players since 1994, the company activated its partnerships with "Breathe Right Game Days", where 400,000 product samples were distributed to fans via a multi-faceted professional football sampling and trainer outreach program.
In 2010, Breathe Right is bringing its partnership with the New York Giants to life by featuring an interactive page on the team homepage where fans can upload a picture of their game face, where they are wearing a Breathe Right Extra nasal strip, each week. The page concept is very engaging for fans and does an effective job tying back to the sport! A very well executed piece! Check it out below:
Are you looking for new ways to entertain fans between innings?
Best Buy features a very entertaining video board segment in between innings at the new Yankee Stadium that challenges the memory skills of fans. Best Buy features a "Match Game" vignette that tasks one (1) select Yankee fan with memorizing which Yankee player was featured twice behind a series of tiles that resembles the Brady Bunch.
The feature would serve as a terrific way for teams to promote:
Dating Services (feature different singles behind the blocks)
New Team Apparel/Equipment/Hats
Automobile Companies (looking to showcase a new model)
Sponsors Looking to Drive Team Affiliation (as shown above with Best Buy)
Consider new ways that you can bring your events to life for fans outside the lines!
Are you looking for new ways to connect with consumers via grassroots campaigns? Are you looking to re-energize a brand?
Too often we see sponsorship programs created with the consumer in mind that lack one integral component... the experience. The following clip for Converse Sport, which is actually a parody filmed for the 4As 2010 Institute of Advanced Advertising Studies, does a tremendous job demonstrating how companies can re-energize their brands by creating/re-creating a memorable experience for consumers:
Are you looking for new ways to demonstrate appreciation for military partners on game day? Are you looking for new ways to incorporate sponsors into your pre-game entertainment?
The Sacramento Kings teamed up with the U.S. Army to host a memorable "Protect and Serve" night at ARCO Arena during the 2009-2010 season. The special night celebrates the Kings-U.S. Army partnership, a pact that dates back four years, and serves as a great way to demonstrate appreciation for soldiers serving overseas and the police force protecting consumers in their local neighborhoods.
The Kings integrate the U.S. Army on "Protect and Serve" via several in-game exclusive moments, videos, and player testimonials. Check them out below:
Game Introduction Video
Player Salute
National Anthem Introduction
In addition to "Protect and Serve" night, the U.S. Army activates its partnership with the Kings via:
High School Rallies - The U.S. Army hosts hour long high school rallies where they feature a push up contest, a presentation for boys and girls varsity basketball coaches, appearances by the Kings mascot Slamson, the Kings dancers, the Kings breakdancers, an Emcee, and a variety of prizes and fun contests for kids to enjoy. Coaches that are honored at the rallies are invited to a future Kings game with the other winners of the "Kings Coaches Club".
Kings for the Community Program - As the presenting sponsor of the "Kings for the Community" program, the U.S. Army offers members of the local community a chance to attend a Kings game on behalf of both the U.S. Army and a Kings player. The U.S. Army treats its guests with a t-shirt, goodie bag, ticket to the game, and a live mention during the game. The U.S. Army drives awareness for the initiative with mentions in the game day program and during game broadcasts.
A special thanks to Chris Morales and the Sacramento Kings organization for their insights and contributions to this column.
Are you looking for new ways to attract and reward your social media followers? Are you looking for ways to capitalize on social media in the sports marketplace?
Considered leaders in the sports technology/social media space, the San Francisco Giants recently continud their charge by hosting a terrific first official SFGiants Tweetup. The team collaborated closely with Twitter and Room to Read to put on the exclusive event, offering the team's avid social media followers an opportunity to experience a once-in-a-lifetime opportunity at AT&T Park.
For just $20, the team offered 600 fans a chance to attend a game, receive a limited edition "@sfgiants follow us" t-shirt, listen to a host of influential guest speakers, and enjoy exclusive access into the new Triples Alley space, a behind-the-scenes lounge area of AT&T Park that is not open to the general public. The team promoted the event via Twitter using the hashtag #SFGTweetup.
The Giants entertained their Twitter guests in attendance with a terrific panel of speakers, including:
Erin Ganju - CEO of @RoomToRead
Brian Murphy - Moderator (@KDBRMurph)
Jeremy Affeldt - San Francisco Giants Pitcher (@JeremyAffeldt)
Biz Stone - Co-Founder of Twitter (@Biz)
The event also featured a surprise guest, @Jack, Co-Founder of Twitter and the CEO of Square, who spoke about his new product, a revolutionary new tool that allows you to accept credit card payments via a 'square' device that plugs into your headphone jack to your iPhone.
The event turned out to be a huge success for the team:
The Giants sold out all 600 reserved seats for the tweetup a few hours before its scheduled start at 5:15pm
The Tweetup generated thousands of #sfgtweetup specific tweets and photos, with 99% of the comments posted being positive (a very rare result in the social media landscape)
A portion of the @SFGiants Tweetup proceeds went to @RoomtoRead, a Twitter supported charity
Check out some photos of the event below:
Check out the Official Event Invitation below:
A special thanks to Garrett McManus of the San Francisco Giants for his insights and contributions to this column!
Carlsberg recently unveiled a tremendous viral piece in anticipation of England's 2010 World Cup appearance. The piece takes viewers behind the scenes and into the locker room and tunnel where they can feel the pre-game excitement and butterflies on game day.
I wanted to take a quick moment to thank Russell Scibetti and all those who voted for Partnership Activation in the inaugural "The Business of Sports Awards".
Yesterday, it was announced that Partnership Activation was named "Runner-Up" in the Category of "Best Sports Business Blog", a distinction only second to CNBC's "SportsBiz with Darren Rovell". I had the privilege of filling in for Darren as a guest writer for his sports business column in December 2008, so it is an honor to be considered in the same class as him.
I also wanted to thank everyone who voted for me in the "Sports Business Social Media Contributor of the Year" category. After a final tally of votes, I was named "Runner-Up" to Rising Star Lewis Howes, who has really done an incredible job this past year with the Sports Executives Association, numerous LinkedIn networking events and speaking engagements, and creating SportsNetworker.com.
With that being said, we are offering some terrific advertising opportunities for PartnershipActivation.com and the Partnership Activation 2.0 Newsletter. If you are looking for a cost-effective means to drive awareness for your business, partnership efforts, and promotional products amongst 5,000 sports business professionals across 35+ countries worldwide, we can deliver that exposure for you. Please contact me at bgainor@partnershipactivation.com for details on some great opportunities to advertise or become a pillar partner of the site.
So thank you to everyone for their continued support for all of the work that is being done here with Partnership Activation.
Please let me know if I can ever be of assistance and keep spreading the word!
Are you looking for new ways to drive mainstream interest in the game of golf? Are you looking to benchmark creative viral campaigns across sports?
The Coors Light Golf Experience is returning for yet another year and Molson Coors is driving increased awareness for this year's event with three (3) new viral pieces that are pretty entertaining. While many details regarding the event have yet to be released, the company's new viral ads (via the official YouTube page) are beginning to game some traction in the viral space. Check them out below:
Qatar is currently making a pretty significant push to host the World Cup in 2022. The organizing committee recently unveiled a video showcasing its proposed plans to build five (5) world-class stadiums to host the world's greatest tournament. The five (5) proposed venues would be named Al-Wakrah, Al-Shamal, Al-Gharafa, Al-Khor, and Al-Rayyan.
Check out the video below - a very unique and interesting look at how countries are positioning themselves to host a tournament 12 years away!
To launch their bid, Qatar featured a pretty amazing booth display at Soccerex to demonstrate their commitment to bringing the World Cup to their country for the first time!
Are you looking for new marketing campaign concepts? Are you looking for new ways to target select fan bases?
Hunky Dorys recently launched a new Irish Rugby messaging campaign that has attracted worldwide attention. How did they do it? The chip brand opted to launch a controversial outdoor messaging campaign that features attractive female rugby players in revealing poses.
The campaign, featured in bus shelters and on billboards across Northern Ireland, is drawing a mix of rave reviews and criticisms from parties across the globe. Either way, the campaign has worked - it has driven a significant amount of buzz and attention to the brand.
The only problem? As an Irish Rugby Football Union spokesman recently said, Hunky Dory has no direct affiliation with the Irish Rugby Football Union and Irish Rugby - they are just simply sponsors of the Navan Rugby team.
Are you looking to feature new, interactive elements at your games? Are you looking to incorporate 3D signage into the game day experience?
The Grant Sign Group is a company based out of Canada that has been delivering outdoor advertising experiences for over 35 years. The company is considered an industry leader in a variety of outdoor advertising sectors and is beginning to do more and more in the 3D space.
While the company's offerings primarily cater to businesses looking to promote their products and retail locations, they recently created a signage piece that can directly cater to teams (as shown below). The company created a 3D billboard display for Pattison Outdoor (an outdoor marketing agency) that features a fan's mouth moving up and down.
The signage piece would make for a tremendous, interactive outfield signage piece (if a ball went in the mouth, situated above the outfield wall, one fan would win jackpot or free dentist trips for life) and/or a creative way to drive fan attention to messaging in the concourse level. Check it out below!
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Wednesday, May 26, 2010 at 11:36PM 
