How Seriously Do You Promote Responsible Drinking?

Are you looking for new ways to alert fans in-venue that they should drink responsibly when attending games at your venue? Are you looking to implement new performance level signage to promote important messaging?

The Vancouver Canucks feature a unique piece of rinkside signage that is used to effectively promote responsible drinking (the messaging reads, "Plan Ahead. Drink Responsibly"). The signage is located two (2) rows behind one of the goals inside their home arena, General Motors Place.

Using signage that is prominently positioned behind one of the nets (drawing eyeballs), the team is doing an effective job reminding fans of the team's stance on a serious fan-related issue. Consider implementing a similar signage piece in your venue!

When Sports and Pop Culture Connect...

Is your organization looking for creative ways to tie in media personalities?

In a recent game against the Cincinnati Bengals, Houston Texans wide receiver David Anderson acted out Conan O'Brien's infamous String Dance as a part of a touchdown celebration. The unique idea caught the eye of O'Brien, who proceeded to spend nearly two (2) minutes of live airtime showing the clip and discussing it with millions of viewers.

What a perfect time for the Texans to reach out to O'Brien to create a unique in-game feature? With buzz spreading around the nation (especially in Houston) about the clip, members of the Houston Texans marketing department have a unique opportunity to capitalize on David Anderson's two (2) minutes of fame by asking Conan O'Brien to film a :30 vignette teaching David Anderson the real way to do the String Dance...

There are ample opportunites for the team to use this instance to build out unique content (have David Anderson demonstrate how he does the String Dance in a 2-minute clip online, film fans of the Texans doing the String Dance while tailgating, and even potentially hosting Conan O'Brien for a game). It is always interesting to see the interests and actions of sports and pop culture connect in prime time!

See the clip from the Conan O'Brien show below:

The Celtics and Dunkin' Donuts Team Up at Retail...

 Are you looking to leverage a sports partnership at retail? Are you looking for new ways to leverage a championship season?

The Boston Celtics recently collaborated with Dunkin' Donuts to create a unique offer and experience for fans at retail chains across the Boston DMA. To celebrate the team's 17th NBA Championship, Dunkin' Donuts offered customers a 17-cent doughnut with the purchase of any coffee on Opening Day of the 2008-09 NBA season.

In an effort to drive incremental interest for the promotion at retail, the collaborating parties agreed to have Paul Pierce appear at three (3) Dunkin' Donuts locations to operate the cash register and sell extra doughnuts to fans. On the day, Dunkin' Donuts also raffled off free tickets to the team's home opener against the Cleveland Cavaliers and 'Free Doughnuts For A Year' to one (1) lucky winner.

Talk about an incredible retail experience for Dunkin' Donuts customers! 

Gonzaga Creates an Incredible Online Sales Tool...

Are you looking for a new, unique way to drive season ticket sales? Are you looking for a creative way to engage fans online?

The Gonzaga University athletic department recently introduced a new online marketing campaign that is incredibly well done. The campaign, entitled "Inspired Season" was created to drive season ticket sales for the women's basketball team.

Gonzaga marketing personnel collaborated with Magner Sanborn Advertising Agency (based in Spokane, WA) on the video's production, conception, and software creation. What is unique about the video is that it incorporates both customization and mobile usage - two facets that will definitely drive buzz and interest amongst fans and persons working throughout the sports industry.

To view the video, one must provide his/her name and phone number, but the University is not databasing this information. It is strictly using it to customize the piece for each viewer. However, note that you should be ready to answer your mobile phone while watching the video...

Hats off to the marketing personnel at Gonzaga for creating this creative online sales tool that can be benchmarked throughout the sports marketplace!

Bloomington PrairieThunder Score With "Goals for Gas" Promotion...

Is your organization looking for a way to capitalize on high gas prices?

The Bloomington PrairieThunder of the International Hockey League (IHL) created a "Goals for Gas" promotion that is paying huge dividends with fans. The team partnered with FS Fast Shop gasoline stations in Bloomington, IL to provide fans with two (2) cents off per gallon (for up to10 gallons) per goal on their gas purchase each time the team scores during games played at home.

Thus, if the Prairie Thunder score four (4) goals in a home game, fans receive eight (8) cents off a gallon of gas for up to 10 gallons during a 24-hour period after the stated time and date on the game ticket. Consumers simply have to show their game ticket to the gas station attendant to receive the promotionals discount, but are limited to one (1) discount per game. The team is also offering a drawing at each of its games played at the U.S. Cellular Coliseum where fans can have the chance to win a $500 gas card.

While 80 cents (off a $50 expense at the pump) may not appear to be an impactful offer, discounts on gas seem to have a different impact on consumers than traditional offers at retail... consumers gravitate to the fact that they have a chance to win the price war at the pump. Properties can consider implementing similar promotions for basketball (field goals for gas) and racing (laps for gas).

Ignite Fan Message Boards...

Are you looking to ignite your fan message boards? Are you looking to generate positive buzz for your organization amongst your most avid and thunderous fan base?

Properties should consider offering exclusive promotions for fans that fill up team message boards on a daily basis. Teams can offer these users (who often become very vocal and respected in the online realm) with online ticket offers (using a limited edition promotional code), exclusive meet-n-greet opportunities (information can be obtained from user profiles), and leftover premium items.

When the team is not performing well and the media is becoming skeptical of personnel within the organization, it is important to maintain the support of the team's avid supporters and little incentives can make all of the difference.

Teams should also consider bringing supporting partners into the mix to help drive some positive buzz their way. For example, the Columbus Blue Jackets could collaborate with team partner Huntington Bank to create a "Take It to the Bank" promotion that is advertised on the team's message boards. For a limited time online, the Blue Jackets and Huntington Bank could offer a deal where fans can redeem each of their ticket stubs for $1 at a specific Huntington Bank location (meaning they could walk away with $45 at the end of the season). A little value can go a long way with fans, especially if teams are anticipating a long off-season.

Many team Presidents and General Managers have implemented such initiatives - usually to much success. Properties can offer their avid online users a variety of offers (listing a promotional code on the discussion board for a limited time) - $10 off tickets, free lower bowl seat when purchasing an upper bowl seat, loaded tickets, discount on concessions/merchandise, all-you-can-eat offers, meet-n-greet opportunities, etc. 

Turn discussion board conversations in your favor with simple, yet effective tactics!

  

Promote Hotel Chain Partners with Creative On-Field Promotions...

Are you looking to create an on-field promotion to drive awareness for a hotel chain partner?

The Western Ontario Mustangs marketing department recently executed a creative on-field "hotel-themed" promotion during halftime of their game against Windsor at TD Waterhouse Stadium.

The University's marketing personnel created a "Dress the Bed" promotion to drive awareness for the Comfort Inn London, a supporting partner of the athletic department. Check out the clip below:

Are You Capitalizing on Marketing Through Different Modes of Transportation?

Are you looking to market your brand through non-traditional channels? Are you looking for new ways to penetrate the local marketplace?

As companies continue shifting their traditional advertising dollars (television, radio, etc.) into more non-traditional means and live marketing experiences, the transit industry has begun to experience a boom in new advertising revenues.

 Why? Companies are trying to ingrain their brands in people's every day lives and are doing so by placing them everywhere from subway turnstiles to digital banners on buses to branded automobiles. The New York Metropolitan Transportation Authority (MTA) was able to generate $106MM in ad revenue alone in 2007 and plans to generate nearly $125MM in 2008 (Source: Advertising Age 10.28.08).

What does this mean for sports marketers?

Different modes of transportation are becoming a more relevant means to market properties, brands, and ticket/sales promotions to every day consumers. As companies continue to find buses, subways, taxis, and other modes of transportation increasingly relevant for marketing their messaging, new technologies will soon follow. The Chicago Transit Authority is planning to equip 100 city buses and all 144 rail stations with 1,500 digital displays by the summer of 2009.  

Looking for ideas on ways to capitalize on this phenomenon?

Here are some examples of sports properties using different modes of transportation to market their brands:

Companies Will Sponsor ANYTHING...

Are you unconfident that your property will not be able to attract sponsors?

Luckily, there is no need to worry - companies will sponsor just about anything nowdays (or at least, before the global recession). This claim is proved by the number of sponsors that the U.S. National Yo Yo Contest, held in Chino Hills, CA, is even able to attract:

• Wells Fargo (Gold Sponsor)
• Holiday Inn (Silver Sponsor)
• Yomega
• Duncan
• Bird in Hand

Properties need to just work to better understand who their fan/user demographics are and which companies' missions/objectives align that with niche. Here is a video that demonstrates the large number of sponsors that the operators of the U.S. Yo Yo Contest were able to bring on board:

A Look at the NFL - Week 9

Here is a quick look at some best practices and unique tactics from around the NFL during Week 9:

Ravens Remember the Troops - The Baltimore Ravens honored the U.S. troops fighting in Iraq on Sunday by featuring a live feed from the U.S. Tallel Air Base in Iraq on the team's jumbotron (a great way to honor the troops and leverage military-related sponsors). The video board segment was part of the team's Iraq Soldier Family Reunion initiative

NFL Uses "Soccer Signage" During Saints-Chargers Game at Wembley - To drive awareness of the NFL's 2008 slogan (Believe in Now) and the two (2) teams competing in the league's 2nd game at Wembley Stadium, the NFL used traditional soccer signage during pre-game festivities. It is only a matter of time before this type of signage is implemented in the United States.

The NFL Features A Float at Wembley - The NFL featured a float that circled the field at halftime during the Chargers-Saints game played at Wembley Stadium. Enabling sponsors to brand floats that circle the field (in baseball/football) is an additional piece of inventory that teams can provide sponsors (this can be implemented during select games (e.g. Sunday games), throughout the season, or on a special day (July 4th)

Broncos Celebrate Touchdowns with Explosions - When the Denver Broncos score touchdowns at Invesco Field, the team blasts fire explosions from the top of the stadium - hopefully the team can get creative with a sponsor to brand the celebration!

Eagles Feature Branded Jet - The Philadelphia Eagles have collaborated with US Airways to brand their team jet... If your property forms a partnership with an airlines sponsor, this is a piece of inventory to consider including in the agreement.

Dr. Pepper Gets Creative with its Branding - Dr. Pepper has come out with some pretty unique football-themed cans to drive sales

Jets In-Game Announcer Uses Branded Backdrop - Are you looking for ways to deliver incremental visibility for your partners in-game? The NY Jets feature a sponsor-branded backdrop behind their in-game host... A pretty interesting way to drive some more eyeballs towards your sponsors on the jumbotron!

Heinz is the King of Interactive Video Board Elements...

Is your brand looking to own an interactive video board element? Is your property looking to drive fan awareness and excitement for when your team is in the Red Zone?

Currently, there isn't a better interactive video board element in all of sports than the Heinz Red Zone.

Heinz collaborated with the Pittsburgh Steelers to build two (2) 35-foot-long Heinz Ketchup bottles that sit atop the jumbotron at Heinz Field. Every time the Steelers enter the Red Zone (the battleground between the end zone and the 20-yard line), the two (2) giant ketchup bottles tilt downward and flip their lids, filling the scoreboard with the virtual equivalent of 1,664,000 fluid ounces of Heinz ketchup.

The interactive video board element spurs the hometown Steeler crowd to go wild and does a great job enhancing the overall game experience for fans. Heinz supports its in-game interactive element with a unique website that captures facts that relate the company with the history of the Steelers organization.

Check out a video below of the Heinz ketchup bottles in action:

Nike's 2008 Women's Marathon Activation...

Are you looking for new ways to activate around a running event? Is your organization looking for new race weekend inventory that it can sell?

Take a quick moment to check out the enclosed video that details the 2008 Nike Women's Marathon, which took place in San Francisco and across the world via Nike+ on October 19th . The video does an excellent job capturing a behind-the-scenes look at the race. For more information on the race, check out the "Inside Nike Running" web page.

There is no one doing it better than Nike in the running space right now!

Can State Farm Take their Signage to the Next Level?

Are you looking for unique ways to take your signage to the next level?

With LED and static signage becoming so common in today's sports marketplace at all levels of play, it's easy to see how fans attending games can tune it out. Sports marketers are now being tasked with creating new ways to utilize these branding pieces to escape from the clutter and engage consumers.

State Farm and other insurance companies that spend large sums of dollars on sports sponsorships (Allstate, Geico, etc.) have a unique opportunity to engage consumers by making their field signage an interactive component. State Farm can create a promotion that rewards one (1) lucky fan with free insurance coverage for a year if a player in the outfield makes a catch while crashing into the State Farm signage (as demonstrated in the picture to the right, simulating that State Farm is there when a player crashes into the wall.

To drive awareness for the offer, State Farm can create custom signage (e.g. "Be Alert Before Crashing, State Farm is Here") and utilize the video board and/or a stadium emcee to promote the incentive for fans. The insurance company can simulate the experience for fans by offering a "soft wall" in the concourse level that fans can crash into while trying to catch a ball (or offer a green screen opportunity for fans to have their picture taken looking like they are crashing into a State Farm sign on an outfield wall). 

If the company wants to open up an offer to a group of fans, every time a player crashes into a State Farm sign, a designated section can win an exclusive prize from State Farm (autographed State Farm baseball, State Farm-branded rally towels, exclusive meet-n-greet with the player who crashed into the signage, etc.)   

The same promotional positioning can be applied to NASCAR (ifa drivercrashes into the State Farm branded secton of the wall) and hockey(if a player gets hit into a State Farm dasherboard).

The Yomiuri Giants Do Branding in a Big Way...

With their team one win away from clincing the Central League Climax Series (a series that should be sponsored by Trojan or Durex), the Yomiuri Giants recently unveiled a unique branding tactic in one of their games. The Giants enabled their fans sitting in the outfield to hold up a gigantic Adidas-branded team banner for all fans sitting in the stadium and watching on television to see.

Will we see the Phillies/Rays implement a similar tactic in the World Series? Could we see other professional franchises create similar branding tactics in the future? It is only a matter of time before this traditional international branding practice becomes more relevant in the United States marketplace...

Check out the Yomiuri Giant's branding tactic below:

Mascots Get Freaky With Their Dance Moves...

When was the last time you monitored your mascot's performances?

If it's been awhile, it might be time to go back and review the music and performances of your "most visibile employee" in-venue. In some cases, it might be time to scale back their performances a little to re-connect with your target consumer: children and families. In other cases, it might be time to let your mascot cut it a loose a little bit more.

Here are six (6) examples of mascots "cutting it loose":

Looking to Drive Awareness for a Realtor?

Is your organization looking for new ways to leverage a realtor?

The Philadelphia Eagles collaborated with Pulte Homes to feature an on-field "Take it to the House" promotion, offering three (3) fans the chance to throw a football for a new Pulte Home. The select contestants must throw a football 25 yards to hit a 10x4 target on a model home set up at the goal line to win the free home (worth $300,000).

Through the promotion, Pulte is doing an excellent job redefining the home game experience. The company is running its next on-field "Take it to the House" promotion during halftime of the Eagles' Monday Night football matchup against the Cleveland Browns on Decembr 15, 2008. The promotion rewards three (3) select contestants with two (2) tickets and an Eagles gift pack, which includes an Eagles hat, Eagles Yearbook, and an autographed Eagles football.

Check out the promotion below:

Panthers Explore Strategies to Drive Fan Attendance

Are you looking for new ways to fill your stadium or arena to capacity? Are you creating ways for all persons of the community to attend your games?

The Sports Business Journal recently featured an excellent article on the Florida Panthers' new ticket strategy to drive fan attendance. The charge, led by team President Michael Yormark, is offering anyone with a Florida driver's license a chance to see the Panthers play at home... for free.

The team's "First Timer" Program offer the first 250 persons who register for the tickets on the team's website the chance to go to a game for free with a friend. Tickets are based on availability, meaning that the Panthers are sometimes even distributing lower bowl tickets out to the general public for free.

While the move is relatively risky (putting free tickets out into the marketplace), it could pay huge dividends for the franchise, which has been in existence for sixteen (16) years. The team is hoping that the "First Timer" initiative will spark fan attendance, which ranked in the bottom third of the league last year.

The Panthers request that each person who registers for the free tickets online provide their name, address, phone number, e-mail, and drivers license number to be eligible. The team's ticketing department plans to follow up with each of the fans 3-5 days after they attend the game for free to gauge their interest in purchasing tickets to future Panthers home games.  

In the end, will the promotion be considered a success? It has yet to be decided but on the first night of the program, the team saw its per cap rise $1.50 from its opening game in 2007, despite consumers feeling cash-strapped in the tight economy. Yormark, however is concerned about the bigger picture - expanding the team's database, increasing the per cap, and getting fans to return with paid admission.

Looking to Leverage a Deodorant Brand?

Are you looking for a unique way to promote a deodorant brand?

Sure Sport for Men created a unique watch party for fans in England to watch the World Cup. The company built the Sure Fan Zone, an exclusive venue created to enable English soccer fans to go wild during games. The Sure Fan Zone footprint spanned 800 square meters and held 150 fans per match. The setup was located at Potter's Field, across from the Tower of London.

The Sure FanZone featured six (6) million strands of confetti (which appeared like falling deodorant flakes in the sky), 160 light strobes, 2,000 liters of dry ice, and 16,000+liters of smoke to drive England fans wild. In addition, the company incorporated 850 different sound effects, recorded in four (4) different continents around the world, into the viewing party experience.   

Fans could win the chance to watch the World Cup games live in the Sure Fan Zone by registering online on the company's website.

 

Consider Crosstown Franchises as Partners, Not Rivals...

Are you looking to target new, avid sports fans in your local marketplace? Has your organization considered partnering with a crosstown professional franchise to create a unique promotional offer?

In April, the Chicago White Sox and the Chicago Blackhawks formed a unique partnership designed to promote one another's brands in-venue. The marketing partnership enabled the Blackhawks to host a theme night at U.S. Cellular Field, incorporate hockey-related promotions during innings, and sell tickets to prospective fans on select occasions. The teams are even exploring new cross-promotional ticket sales tactics to offer fans.

During the season, the Blackhawks featured a "Shoot the Puck" competition each game atop of the dugout and held a "Blackhawk Night" at the park on September 9th, where players and legends made appearances and the team sold '08-'09 game tickets. The game attracted 1,000+ Blackhawks fans on-hand to support both franchises. 

Throughout the season, the White Sox also incorporated Blackhawks players into video vignettes (Blackhawks players wore White Sox jerseys on the video board for the home opener) and utilized the Blackhawks' goal horn as the team's home run horn. The Blackhawks will return the favor by hosting "White Sox Night" at the United Center, among other a number of other initiatives during the '08-'09 season.

Executives for the White Sox and Blackhawks see a lot of similarities between fans of the two teams. Brooks Boyer, VP and CMO of the White Sox retorted, "We share a very similar fan base, one that places the utmost value on winning and demands it from their teams. Our visions are anchored in passion, pride, and tradition, mirroring the values of our fans."

The White Sox and Blackhawks are not the only professional organizations realizing the power of cross-promotions. Doug Sell recently featured a great article in the Veritix Sports Marketing newsletter (10.23.08) about how the Philadelphia 76ers and Philadelphia Phantoms created a way to capitalize on the Philadelphia Phillies' recent success.

When the Phillies recently hosted a 4:30pm NLCS home game at Citizens Bank Park, the Phantoms and 76ers offered any fans with a ticket stub to the Phillies game the chance to attend their games (being played later that night at 7pm) for free. The free admission offered to Phillies fans was offered on a first come, first serve basis. The offer proved to be a great way for the teams to capitalize on Phillies fever!

The Colorado Eagles Offer an Ultimate Benchwarmer Experience...

Is your organization looking for new ways to bring fans to the performance level? Is your property, pending league rules, looking for new ways to generate incremental revenue?

The Colorado Eagles of the Central Hockey League (CHL) offer its fanbase an ultimate hockey experience - a chance to catch all of the action for an entire game in between the Colorado Eagles and the visiting team's benches.

The Colorado Eagles "Benchwarmers" offer enables one (1) fan to experience the action with three (3) of his/her friends for a price tag of $400. If the team sells that package for all 41 games during the season, that generates an additional $16,400 (not mentioning the fact that they can feature it as a major element in a sponsorship package and/or tie it into a team sweepstakes)

The Colorado Eagles' market the exclusive opportunity as a chance to "witness a hockey game like you've never seen" and "hear the coaches and players as they come on and off the ice"