May 2011 Partnership Activation 2.0 Newsletter

Thank you for your continued interest in Partnership Activation and taking the time to come check out the new May 2011 Issue of the Partnership Activation 2.0 newsletter.

After reviewing the newsletter, we would really appreciate it if you would be willing to share it with friends via email, Twitter, Facebook, LinkedIn, personal blogs, and other channels of communication. To keep things simple, here is a shortened URL that you can use: http://is.gd/UssJ3S

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

• Fan-Centric Signage
• The Top Sports Advertisers of 2010
• Creative Sports Business Tactics from Major League Soccer
• Navigate Marketing Spotlight: Five Questions with Matt Balvanz
• Three Things You Need to See
• The Carrier Classic
• The Heineken Star Player
• Miami Heat - Kumho Tires Partnership
• #SBChat
• Creativity in the Sports Marketplace
• May 2011 Partnership Activation Rising Stars
• Manchester City FC's 'His and Hers' Suites
• Standley Systems OSU/OU Licensed Copiers
• Vineyard Vines' Activation at the Kentucky Derby
• A Close Look at the Carolina Panthers 2011 NFL Draft Party
• 5 People You Must Follow In #SportsBiz
• Creative Tactics to Leverage a Tecate Partnership
• AC Milan Uses Jersey Launch to Showcase New Technology
• The Minnesota Twins Feature Twins O-Grams
• Sports ... Like You've Never Seen It Before
• Idea Box

Click here to check out the May 2011 Partnership Activation 2.0 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. 

Chelsea FC Showcases Its UEFA Champions League Preparations

Chelsea FC recently created a terrific video that showcases all of the work that goes in to hosting a UEFA Champions League Game at Stamford Bridge. The video takes viewers behind-the-scenes to all of the steps it takes to get their facility ready from a branding and execution standpoint.

The video shows employees bringing in field boards and related signage, hanging banners and static signage, finalizing hospitality and press displays, and ensuring that the proper jerseys, game ball, and music are used during the match.

The video is very insightful - check it out below!  

Guest Editorial - LinkedIn: How #SportsBiz Approaches the Channel

Jonathan Norman is a sports sponsorship strategist for GMR Marketing, a major U.S. sports and event marketing firm. Jonathan has been in sports marketing and media for more than 10 years, and has worked on several major corporate branding campaigns around sports. His expertise resides in how brands reach consumers through sponsorship and activation of sports properties. Follow Jonathan on Twitter at @Jonathan_Norman and his official blog here.

I’m going to start today’s blog post with a little trivia. How many LinkedIn users list the key term “sports” on their profile? Any guesses? Would you say nearly 1,000,000 of us? 924,329 to be exact (well, as of this moment). This is roughly 2% of the estimated 50,000,000 users globally.

With nearly 1MM users mentioning sports in their profile, it got me thinking. I think it’s funny just how many @sportsbiz folks I’m not linked to on the LinkedIn platform. Does it seem like a larger commitment than just a follow on Twitter? I think so. When we connect on LinkedIn, we’re looking to establish a deeper (if that can even be said) relationship with a colleague, sharing more personal information. I think that the LinkedIn search has even replaced the Google search for those we’re looking to learn more about. I know I certainly do.

The interesting thing to me about #sportsbiz on LinkedIn is just how disjointed we seem without the organizing concept of hashtags. It’s like we’re lost sheep continually looking for a shepherd! The sheer number of groups related to sports marketing is astounding. Take that key word alone, and we’re looking at 247 groups just in that universe. Expand the term to sports alone, and it’s almost 4,500. I know we’re talking in hyperbole here, but it begs the question: how do we use LinkedIn as an industry?

For me it’s all about making new connections and maximizing existing ones, all in the hopes of creating opportunities by driving value out of the relationship. Yes, that’s a mouthful, but really … it’s what it’s all about. How can what I do on a daily basis, help you and your needs, and can we find a reason to work together? The concept doesn’t seem all that much different than Twitter, and LinkedIn has taken a major step forward in the status and following additions on the site.

But I would challenge #sportsbiz to think about how we can connect on LinkedIn. How can we work together to create opportunities, bridge challenges, and build solutions? I would guess that this is a rhetorical question, but I do think there’s real application there. Here’s five ways I think we can maximize the value of our network:

1. Learn more about each other. Get to know your connections’ backgrounds. See where there are commonalities that might be able to help drive value.

2. Take advantage of longer interaction. We have more than 140 characters to communicate with each other. We need to lever this opportunity and maximize it.

3. Don’t just join a group; contribute to a community. I believe this is one of the major opportunities for us. We all have 20 to 30, perhaps even more, groups we’re a part of. Pick one or two that are particularly a good fit and make your communication useful

4. Think about the mentoring opportunities. I still believe that one of the biggest issues we have in @sportsbiz today is the development and cultivation of solid, young talent. We need to commit to doing more to develop it.

5. Lead by example. There many be other ideas you have on how to maximize your value on LinkedIn. Tell us, and then show us. It’s all about sharing and creating best practices.

One last thing. Are we connected? If not, let's get connected:

http://www.linkedin.com/in/jonathandnorman

Axe Creates a Jam Box To Engage Snowboard Enthusiasts with Music

Axe recently leveraged its designation as an Official Partner of the 10th annual Mont Saint-Sauveur Ride Shakedown by partnering with Steel Space Productions to create an innovative activation footprint driven by music. Axe and Steel Space designed an "Axe Jam Box", an exclusive deejay booth that engaged fans with hip tunes and a variety of brand-centric games and prizes. Axe generated excitement within the footprint with music and a cool "Spin the Axe Bottle" game (1:03 of video below) that allowed participants to win a variety of prizes.

The Axe Jam Box was situated at the base of a mountain where thousands of fans awaited their favorite snowboarders and amateurs upon the completion of their runs on the slopes. Steel Space Productions is a unique vendor that creates unbelievable activation displays for clients out of reusable containers that can be customized in every way possible. The company's work is innovative and definitely worth a look.

Check out the video and pictures below of Axe's Jam Box activation below as well as additional details here:

The Pistons Offer a Scavenger Hunt Offering Fans A Chance to Win Free Tickets

The Detroit Pistons kicked off the 2010-11 NBA season with a captivating "Where's Hooper" promotion designed to engage fans, generate awareness and excitement, and drive traffic to their corporate partners' retail locations.

The team created a scavenger hunt competition that tasked fans with finding Hooper, the Pistons team mascot, at various locations throughout the Detroit metro area by following a series of clues posted on the Pistons website. Fans who participated in the promotion and successfully found Hooper in the marketplace were rewarded with free and discounted tickets to the Pistons' home opener against  the Oklahoma City Thunder.

The Pistons launched the promotional effort on October 10th with a series of clues posted on the Pistons website, social media channels (Twitter/Facebook), text alerts, and fan newsletters. During the month of October, Hooper appeared at 16 events and corporate partner retail locations, distributing free tickets to the first 25 people that located him. Fans who arrived after the 25 free tickets were given away were rewarded with ticket vouchers and a variety of other team prizes.

The Pistons hosted a full series of scavenger hunt searches in the days leading up to the home opener. A maximum of four (4) clues were posted for each Hooper appearance, with the final clue revealing the mascot's exact location in the marketplace. The "Where's Hooper" promotion served as an effective way to drive traffic to corporate partner retail locations, stimulate the team's online/social media fan base, and generate additional ticket sales for the team's home opener.

Corporate partners that participated in the initiative included: Retail (Best Buy), Grocery (Meijer), Casual Dining (Buffalo Wild Wings), Financial (PNC, Genesis Credit Union), QSR (Tim Horton's, Big Boy), Auto (Pontiac), Zoos, Malls, High School Football Games, Marathons, the Pistons team store, and more.

A special thanks to Katie Corbett of Paragon Marketing for her insights and contributions to this column! 

The San Francisco Giants Deliver a "Best in Class" Fan Experience at AT&T Park

Thanks to our friends at the San Francisco Giants, Partnership Activation recently had the chance to attend a game at AT&T Park, one of baseball's most beloved ballparks.

The Giants organization has created a "best in class" ballpark experience for fans at AT&T Park, delivering non-stop entertainment for fans of all ages, social media/technology enhancements, seamless corporate partner integration, and an array of destinations and unique concessions areas for fans to enjoy. Check out a complete gallery of the AT&T Park fan experience here (99 photos).

Enclosed below is a recap of some of the highlights of the fan experience and incorporation of corporate partners at AT&T Park.

Unique Elements at AT&T Park Include:

• Interactive Coca-Cola Kids Area in Left Field (Slides, Mini-Ballpark, Giant Glove, Giant Coca-Cola Bottle, Photo Station, etc.)
• Variety of Themed Food Kiosks Located Throughout the Concourse
• Levi's Landing Splash Zone
• Virgin America OF Wall Buildout
• Coors Light Silver Bullpen - An OF Destination Where Any Fan Can Watch the Game
• Unique Ghirardelli Chocolate Kiosk and Cable Car
• Elaborate AT&T Fan Zone Display
• Build-a-Bear Workshop in Left Center Field
• Clos Du Bois California Wine Bar Concourse Kiosks
• Elaborate Use of Text Messaging Campaigns via LED, Concourse Signage
• Cable Car Bars Located Throughout AT&T Park
• LED Messaging Welcoming Fans of Hispanic Descent to the Ballpark (Bienvenidos)
• Dynamic Pricing Deals
• Advertising of Upcoming Promotional Giveaways/Team Shop Offers on Television Displays Located Throughout the Concourse
• Scoreboard Twitter Integration (Team Trivia Via Twitter)
• Chevron Car (Rides Along Warning Track During Select Inning)

Non-Traditional Corporate Partners Include:

• Adobe, Salesforce.com, Ghirardelli Chocolate, Sony Playstation, Emerald Snacks, Yahoo!, Charles Schwab, RE/MAX, Genentech, See's Candies, Pop-Secret, Clos Du Bois, Box, FusionStorm, Virgin America, Kettle Chips, Guinness, Camarena

Traditional Partners Include:

• MillerCoors (Coors Light), Visa, Safeway, Chipotle, Anheuser-Busch, Bank of America, Coca-Cola, Comcast SportsNet, AT&T, StubHub, United, Corona, Lexus, Chevron, Audi, Toyota, PG&E (Utilities), CHW (Hospital),

Video Board Features Include:

I. "Guess the Actor" Jumbotron Feature Presented by Sports Authority

II. "Share the Love Kiss Cam" Presented by the Monterey Bay Aquarium

III. Fist Pump Cam Jumbotron Feature

IV. McCovey Cove Boat Race Jumbotron Feature

From a social media standpoint, Bryan Srabian of the San Francisco Giants recently sat down with the Row Show and shared some unique insights. Check out his special feature here.

Are You a Fan of Partnership Activation?

We are extremely honored and excited to have been nominated for four (4) categories in the 2011 "The Business of Sports" Awards. Thank you for your continued support and appreciation for the content featured on this site, the Partnership Activation 2.0 newsletter, and via Twitter.

Please take a second to vote for Partnership Activation in The Business of Sports Awards below (in the upper right hand corner):

http://www.thebusinessofsports.com/2011/05/02/nominees-for-2011-the-business-of-sports-awards/

While we were nominated for four (4) categories, the 2011 Sports Business and Social Media Contributor of the Year category is the only one that you can vote on. The other categories include: Best Sports Business Blog, Best Sports Business Twitter Account, and Best Sports Business Email Newsletter.

Hats off to all the other nominees... There are so many exceptional individuals and respective organizations involved in the voting!

Coca-Cola Celebrates Its 125th Anniversary with an Incredible Building Illumination

Coca-Cola recently celebrated its 125th anniversary in style at its Atlanta, GA based headquarters with a spectacular building illumination that could be seen across the city. The global bottling company partnered with Obscura Digital to illuminate its 26-story building into a giant projection screen that displayed images of the company's advertising over the years.

Coca-Cola's 125th anniversary celebration marked the largest single-building illumination ever. The illumination covered 210,000 square feet and used 45 industrial strength projectors to display one (1) million lumens of light.  

The slideshow featured images of Coca-Cola products that were submitted by consumers via Facebook, Twitter, and Flickr as well as the company's official library of photos. Coca-Cola will feature the spectacular illumination every Thursday, Friday, and Saturday evening during the month of May as a celebration.

Check out Coca-Cola's amazing building illumination below:

Source: Coca-Cola PR

Nike Uses a "Social" Billboard Campaign to Promote Customization in Copenhagen

Nike recently launched an innovative billboard campaign in Copenhagen, Denmark that featured a team of Nike graffiti designers customizing a Nike iD billboard in "real-time" based on Facebook community engagement.

Over a two week period, Nike graffiti artists spray painted a giant white shoe billboard to mirror the most "liked" designs in the Nike Free Run 2 iD Facebook page. On the dedicated Nike Facebook page, consumers can download a Free Run 2 iD application that allows them to customize their shoes and have the ability to purchase them directly on NikeiD.com. Fans can view a complete gallery of designs and vote on them using Facebook "like" functionality.

Check out Nike's unique social billboard campaign below:

Let Brands Use Athletes To Capitalize on Birthday Shout Outs

Brands looking for unique ways to celebrate birthdays in-venue should align with team partners to create a scoreboard vignette series that features current team players sending humorous birthday wishes to fans and other recognizable celebrities.

Teams could align with select brands whose businesses revolve around birthday celebrations (QSR's. card stores, confectioneries, ice cream and cakes, jewelry stores, party stores, kids establishments, etc.) to have a duo of players film a :30 scoreboard vignette that features a mix of recorded messages.

The vignettes can be filmed during a morning practice session and edited in time to be featured on the scoreboard that same night. Teams could charge fans for the live birthday shout out or make it available gratis with a corporate partner on board. All fans who receive a special shoutout on the scoreboard can pick up a special birthday premium at will call as a celebratory gift. Teams could ask that fans submit their birthday dates/information online, via social media channels, or via text in-arena.

As an example, check out how Dwyane Wade and LeBron James of the Miami Heat send a special brithday wish to The Rock, Dwayne Johnson: