The Twins Move In... With Some Humor

Are you looking to create a humorous campaign around moving into a new facility? Are you looking for new ways to showcase your organization's finest athletes and accomplishments?

As the Minnesota Twins get ready to move into Target Field, their new downtown ballpark, the organization's fanbase has a lot to look forward to. The team is coming off a tremendous 2009 season and has many of its star players returning for another season.

To spark excitement for the upcoming 2010 season, the Twins organization recently released a humorous campaign entitled Twins-portation that features the team moving into their new stadium facility. The spot serves as a great benchmark for teams looking to leverage their past successes, current stars, and future in a single messaging campaign... it's very unique - check it out below: 

The Pace Car Arrived in Style at the Dickies 500

Fort Worth Star-Telegram/Ron T. EnnisAre you looking for new ways to showcase the arrival of an important asset at a NASCAR event? Are you loking for ways to distinguish your track/event from others?

Fans attending the Dickies 500 at Texas Motor Speedway were treated to one of the greatest pre-race highlights in NASCAR history on Sunday. Shortly before the race, track representatives called on a Chinook helicopter to land on the track and personally deliver the official Chevy Camaro pace car for the race.

The Marine who piloted the Chinook helicopter, Col. Doug Hurley, was rewarded with the opportunity to drive the pace car around the track. Texas Motor Speedway followed the pace car grand entrance with a special "Start Your Engines" call from ZZ Top.

Source: Yahoo! Sports

Auburn Uses Celebrity Home Run Derby to Drive Donations

Are you looking to raise donations for a good cause? Are you a collegiate athletic department looking for new ways to fundraise?

Last month, Auburn University held its annual Auburn Baseball Celebrity Home Run Derby, an initiative designed to drive donations for the Boys and Girls Clubs of Greater Lee County. The event attracted the likes of a number of notable alums, including Bo Jackson, Tim Hudson, Todd Jones, and Gabe Gross and raised over $5,000 from 1,715 fans in attendance.

To gain admission, fans were asked to donate a minimum of $1 to the Boys and Girls Club. Those willing to donate money were treated to a classic home run derby competition, a nine (9) inning scrimmage, and raffle prize drawings for autographed balls and Under Armour gear.

Look for more Universities to use HR Derby competitions as an annual fundraiser! Check out Auburn Baseball's 2009 Celebrity Home Run Derby below:

Source: AuburnTigers.CSTV.com/sports/m-basebl/spec-rel/101509aaa.html

Thriller Mania Hits The Sports Scene

Are you looking to feature new halftime entertainment at your games? Are you looking for new ways to perform Thriller?

Sports organizations across the globe are finding unique ways to capitalize on the "Thriller craze" since the passing of Michael Jackson. Teams have turned to athletes, mascots, dance teams, bands, youth talent groups, and fans to perform the hit song - each with a different twist.

Check out videos of 25 different Thriller halftime/intermission renditions recently performed in 2009:

NFL

• Indianapolis Colts Dance Team

NBA

• Atlanta Hawks Mascot and Dance Team
• Dallas Mavericks Male Dance Team
• Houston Rockets Power Dancers amd Entertainers
• Los Angeles Clippers Dance Team

NHL

• Carolina Hurricanes - Triangle Figure Skating Club
• Florida Panthers - Ice Dancers

COLLEGE BASKETBALL / HOMECOMING FESTIVITIES

• Villanova Men's Basketball
• DePaul - Blue Madness Night
• Marquette - Women's Basketball
• LSU - Mike the Tiger (Mascot)
• University of Florida - Gator Growl

COLLEGE FOOTBALL

• University of Minnesota Band
• University of Iowa Band and Dance Team
• Oregon State University Band
• University of Houston Band
• Baylor University Band
• University of Tennessee Band
• Florida State University Band
• Tulane University Band
• University of Oregon Band
• University of Southern California Band
• Cornell University Band

CANADIAN FOOTBALL LEAGUE (CFL)

• Hamilton Tiger Cats Dance Team

INTERNATIONAL BASKETBALL

• Bilbao vs. Real Madrid Basketball Game
• Dusseldorf Giants Sensationals

Volkswagen Pushes Fuel Efficiency at the Chicago Marathon

Are you looking for new ways to make an impact on race day? Are you looking for ways to use sports to drive home fuel efficiency messaging?

As brands look for creative ways to leverage endurance events, many should take a page out of Volkswagen's playbook for the 2009 Chicago Marathon. Volkswagen was looking to promote the 42mpg fuel efficiency of the Jetta TDI Clean Diesel vehicle and decided to partner with super-athlete Dean Karnazes to send home a powerful message to viewers, onlookers, and brand enthusiasts.

To sell home the fact that the TDI Clean Diesel vehicle doesn't stop at 26.2 miles per gallon, Volkswagen asked Karnazes to not stop at 26.2 miles (1 marathon) either. In fact, they tasked him with running a distance equal to 2 straight marathons (52.4 miles). Along the way, Volkswagen generated interest by letting fans send tweets with questions and support and videotaped the entire feat. The company is also supporting the initiative with a custom microsite

Check out a video of Dean Karnazes journey below and look for more creative fuel efficiency acts from Volkswagen in the near future!

The Nets Put Their Injured Players to Work

Are you looking for new ways to stimulate fan excitement on gameday? Are you looking for new ways to leverage athletes to support the organization's objectives?

The New Jersey Nets recently announced that they will be putting all of their injured players to work prior to the team's game against the Boston Celtics at the IZOD Center. From 6:15-6:45pm, the team will ask each of their star players not dressed for the game to meet and greet fans in various locations within the arena. Fans dining and mulling throughout the restaurants, lounges, and other popular areas in the IZOD Center will find themselves face-to-face with the team's players - a memorable opportunity!

It is very interesting to see the New Jersey Nets continue to push the envelope with innovative marketing and sponsorship strategies. We will see how the players and fans respond to this newest initiative!

Source: NBA.com

The Gophers Turn to the Ghostbusters on Halloween

Are you looking for new ways to drive fan excitment at your team's games played on holidays? Are you looking for creative ways to support Halloween halftime festivities?

The University of Minnesota Athletic Department recently did a great job calling in the Ghostbusters to help bring their halftime entertainment to life on Halloween. After the University's marching band finished performing Michael Jackson's hit song "Thriller", the Gophers called on their mascot, Goldy, and a team of Ghostbusters to take care of a ghostly Michigan State fan in the end zone.

Check out the University of Minnesota's halftime entertainment below:

Velodrome Branding is Harder Than You Might Imagine

Are you looking for new signage application techniques? Are you looking to sell sponsorships for a velodrome facility?

The enclosed clip details the process it takes to paint sponsor signage onto a Velodrome. Prior to the 2009 World Cup, officials at the British Cycling called in a team of experts to apply signage at the British Velodrome, a very arduous process. Check it out!

Disney and Lady Foot Locker Offer An Ultimate Race Weekend

Are you looking to create an enticing promotion targeting female consumers? Are you looking for new ways to stimulate interest in the running space?

Disney recently teamed up with Lady Foot Locker to create a "Run Like a Princess" sweepstakes that is driving some buzz in the running space. During the month of November, consumers have the chance to log on to http://www.LadyFootLocker.com and register to win (up to once per day) an enticing Grand Prize promotional package that includes:

• Round trip airfare for (2) to Orlando, FL
• (3) night hotel accomodations at a Walt Disney World Resort
• $750 in Lady Foot Locker gear
• A $275 spa package to a Walt Disney World Resort spa
• (2) race entries to be used at any (1) of (3) races
• VIP starting line position, post-event party, etc.

The promotion serves as a great way for Disney and Lady Foot Locker to target female consumers and drive incremental awareness for Disney's Princess 1/2 Marathon Weekend Presented by Lady Foot Locker, which takes place March 5-7, 2010. To drive interest, the collaborating parties came up with a pretty creative tagline - "You've Always Wanted to Be a Princess. Here's Your Chance to Run Like One" and are also offering (50) First Place $100 Lady Foot Locker Gift Card prizes.

Check out a clip detailing the 2009 Disney's Princess Half Marathon event:

A special thanks to Mike Rodriguez for his insights and contributions to this column. 

The Wizards Use Globalization to Sell Tickets...

Are you looking for new ways to drive ticket sales? Are you looking for new ways to leverage the globalization of sports?

The Washington Wizards currently feature a cool "Wizards vs. the World" tab under the Schedule drop-down bar on the team's official webpage. The "Wizards vs. the World" tab leads to a creative webpage that features a breakdown of 85 players representing 38 countries currently competing in the NBA. 

The Wizards vs. the World page is designed to sell tickets to consumers interested in seeing their favorite international players/countries represented, versus necessarily coming to see the Wizards play. This ticketing concept could prove to be very successful, especially in a city like Washington, D.C. that serves as a melting pot for different cultures and nationalities.

The "Wizards vs. the World" page gives consumers a one-stop shop to search and purchase tickets to see their favorite international players competing against the Wizards organization. The team even offers a special discount for groups of 15+ through the website. Check it out below:

Red Bull's Project X = Sports Marketing Idea of the Year

Are you looking for new ways to leverage winter sports athlete endorsers? Are you looking to create an unconventional viral campaign?

Over the past year, there was a buzz in the action sports space that Red Bull built a secret half pipe hidden in the mountains of Colorado for Olympian Gold Medalist Shaun White. With no pictures, stories, or first-person accounts, all of the buzz was just speculation... until now.

Red Bull recently unveiled the details behind the project - Project X - through an exclusive site (www.redbullprojectx.com) that provides an insightful look into Shaun White's secret winter experience in the world of Red Bull. The site includes a collection of images, videos, and special tricks that White learned while toying with his own half-pipe in Silverton, Colorado. Not only did Red Bull venture out to build the world's first on-mountain snowboarding foam pit, they captured it all on film for consumers to enjoy. The site features a collection of videos detailing the project, etc. and will continue to drive buzz and interest by releasing Shaun White tricks videos throughout the year (beginning November 3rd).

Red Bull's Project X further demonstrates how the company is "changing the game" when it comes to investing its marketing dollars. While some brands are investing millions of dollars in signage and presenting sponsorships, Red Bull is radically changing, owning, and creating sports properties and unique concepts of its own.

Through the Project X campaign, Red Bull takes athlete partnerships/endorsements to an incredible next level. Both brands (Red Bull, Shaun White) will clearly benefit from the level of intrigue and the "coolness factor" of Project X - something that will help Red Bull score significant exposure leading into the 2010 Winter Olympics in Vancouver.

Red Bull surely invested a large sum of dollars to create Project X, but how much so in comparison to the perceived brand value/buzz they will generate leading into the Olympic Games? For those interested, here are a few details behind what it took to build the secret snowboard getaway:

• 300 man hours were required to build the foam pit
• 250,000 cubic yards of snow were moved to build the secret half-pipe
• 7200 foam blocks were needed to fill the foam pit

Check out the tremendous video Red Bull created for Project X:

Turn Your Team Shop into an Experience...

Are you looking for new ways to drive team store sales on gameday? Are you looking for new ways to engage fans at your venue?

As sports organizations look for new ways to spur team store sales, they should consider benchmarking some radical advancements that Disney is planning to make in its 300+ stores worldwide, thanks to the help of Steve Jobs. Jobs is leading a crusade to help Disney turn its retail outlets into experiences. Disney's new retailtainment philosophy is becoming readily adopted by many major retailers across the globe in different fashions.

Sports organizations looking to spur team store sales (not only on gameday but throughout the season) should consider new ways to make consumers feel that their experience is more interactive and engaging and less as a direct point of purchase channel.

Here are some ways that Disney will be transforming the retail experience (and how they can be applied in the sports space):

I. Theatres in-store will allow children to watch film clips of their own selection

Teams can feature private television touchscreens (with headphones) that fans can choose from a variety of past team highlights and celebrations (the on-screen viewing experience could present opportunities to integrate corporate partner messaging/use of personalities). Teams could also offer PC's where fans can remix their favorite team highlights/music and have it emailed/shared through social media channels.

II. Consumers will be able to participate in karaoke contests

Teams can feature a sound-proof booth (or keep it open like Old Spice's previous NASCAR activation) where fans can put on a karaoke performance of the team's theme song (and have this recorded via audio/video and distributed via social media/team page)

III. Consumers will be able to chat live with Disney stars via satellite

During the two (2) hours prior to a home game, teams can offer fans the chance to videoconference a famous alum (former player, coach, etc.) or fellow fan across the world and ask them specific questions about their thoughts on the game plan, etc.

IV. Computer chips embedded in packaging will activate hidden features (e.g. consumers who walk by a magic mirror while holding a tiara will find Cinderella appear and say something)

With technological advancements, teams will soon be able to recreate these special mirrors in team stores where a fan walking by a mirror holding a Peyton Manning jersey will be able to see a 3D Manning appear in the mirror and thank him for choosing his jersey (or supporting the Colts). RFID technology will continue to impact the sports space in many ways in the near future...

V. Employees reward consumers shopping on their birthday with tree lighting, fireworks, and sound animation

Birthdays are a HUGE MISS in sports these days. Teams should follow Disney's model (rewarding consumers with a free park admission pass on their birthday in '08) and look for ways to provide unique offers/experiences for fans on their birthday. Sports organizations should give any person shopping in the team shop on their birthday a free printout of the scoreboard (with a messaging congratulating them) with purchase... there are so many opportunities here!

VI. Stores will utilize scents to enhance the consumer experience 

The opportunities are endless here... incorporate the scents and smells of gameday (fresh grass, grills, new equipment, etc. 

Source: The New York Times - Disney's Retail Plan Is a Theme Park in Its Stores