Office Max Let's Sox Fans Speak Their Mind...

Just a few days removed from the Chicago Cubs season-ending loss to the Los Angeles Dodgers in the NLDS, the Chicago White Sox hosted the Tampa Bay Rays across town in a Game 4 ALDS matchup. Office Max, in an effort to drive awareness for its brand in-venue and provide fans with a voice at the game, distributed branded posters to White Sox fans in attendance.

While the free posters were great branding pieces in theory, they did provide a medium for Chicago White Sox fans to talk trash to their cross-town rivals (before being eliminated later that day)...

How is Your Brand Enhancing the Fan Experience?

Are you looking for new ways to impact/enhance the fan experience? Are you looking for a way to leverage your brand through a unique product/experience that will have a lasting impression on fans?

In 2007, Guinness found a unique way to activate its title sponsorship of the Guinness Premiership rugby match between the London Irish and Wasps. Guinness created the Guinness Elvover FS, an ergonomically designed seat that provides a glimpse into how stadium seating in the future may look, and activated its sponsorship of the match by letting consumers on-site experience the limited edition Evolver seat.

Guinness created the seat to improve comfort, aid digestion through corrective posture, and provide fans with quick-access to all the conveniences they would want while watching the game. Research behind the development of the prototype was undertaken by back experts and sports fans in association with the brewers of Guiness.

The Guinness Evolver FS includes numerous features designed to enhance the experience of watching sports live:

• Innovative shaped seat - Encourages better posture by keeping the spine in its natural ‘S’ alignment
• Pi-pod - A device designed to hold a pint of GUINNESS and pizza pie, allowing fans to cheer for the whole match
• Built-in Ref!Link™ – A small keep-safe unit, providing an in-built commentary box
• State-of-the-art cushioned material - Fabric that provides insulation on cold days
• Program holder –  A device designed to keep game programs flat and free from spillages

Source: GuinnessPremiership.com

Turn Your Venue Concessions into Commemorative Items...

Are you looking for ways to commemorate an historical event at your venue? Are you looking for new ways to provide relevance for your brand?

While America was sleeping, the rest of the world recently tuned in to watch the inaugural Singapore Grand Prix last weekend. The event was spectacular - Formula One cars raced through the city streets at night at speeds of 185mph+. But one of the most unique aspects of the race's festivities was the way that event organizers decided to brand water bottles distributed at the event:

This is such a great idea. Hopefully in the near future, we will see more teams work with concessions partners to create commemorative products that fans can receive at concessions stands. Why not create a limited edition concessions product that is only sold at the stadium on a historic night?

Beverage and food providers can work with teams to create unique branded products that highlight team records, player records, and historic nights at the ballpark/arena. This is a great way to deliver incremental value to fans in a non-traditional manner... Look for new opportunities where your property can deliver incremental value for fans and supporting partners!

Note: Singapore paid $150MM to host the Formula One event over the course of five years. Sixty (60) percent of the fee is being paid by the government-owned Singapore Tourism Board and the remaining forty (4) percent is coming from a private company., Singapore GP Pte.

Albertsons Rewards Cowboys Fans at Retail...

Are you looking to create a simple promotion at retail that rewards local sports fans?

Albertsons is running a season long promotion in the Dallas-Ft. Worth marketplace that rewards fans of the Dallas Cowboys. Any consumers who wear a Dallas Cowboys jersey when they shop at an Albertsons location in the Dallas marketplace on game day receives a 10% discount on their entire order! Albertsons is promoting the offer through circulars, store advertisements, and word-of-mouth buzz.

While official results of the promotion are currently unknown, it has successfully drawn a heightened awareness (and buzz) for Albertsons in the Dallas market!

Adidas Provides a Unique Look at Pick Up Games..

Is your brand looking for a unique way to showcase its athlete endorsers? Are you looking to provide fans with a unique view of their favorite players competing?

Adidas does a great job displaying its new NBA apparel and athlete endorsers in a new viral piece entitled "The Run". Check out the clip below:

A Look at the NFL - Week 6

Here is a quick look at some best practices and unique tactics from around the NFL during Week 6:

For Sunday's home opener at Reliant Stadium, the Texans' video board cued up an animated rendition of the old Super Mario Bros. Nintendo game, complete with Super Mario theme music, with "Super Mario Williams" tossing Manning aside in the clip (Houston Texans blog)

Buccaneer fans created their own version of the Cheesehead - an idea we could soon see replicated by fans of Packer opponents across the league

The Dolphins prominently featured a new banner in the upper deck that details how fans can use a text messaging means to report unruly neighbors in the stands

Olympic gold medalist Michael Phelps served as the honorary guest for the Ravens-Titans pre-game coin toss, a game played in Phelps' hometown of Baltimore

Eagle fans give a whole new meaning to the phrase "Go Green"

Dale Jr. Sports 73,000 Names on His Hood at Talladega...

Are you looking for a way to personalize a promotional offer? Are you looking for a captivating way to drive web traffic?

In April, Amp Energy announced that it was offering a "Ride with Dale Jr." promotion that would enable fans to "ride along" with Dale around the track at the Talladega Speedway on October 5, 2008. The first 70,000 fans who entered a special code from the bottom of an Amp Energy drink would have their name featured on Earnhardt Jr.'s No. 88 Hendrick Motorsports Chevrolet for the race, which is sponsored by Amp Energy.

The most interesting part of the promotion is that consumers can actually go on to the promotional website and search for the exact place where their name will be positioned on Dale Jr.'s car.

The site features an interactive navigation tool that enables consumers to scroll through the 70,000+ names that will be featured on Dale Jr.'s ride. The site also features static lists of all of the names that will be featured on the car and on the Amp Energy Pit Wall.

Jim Gravlin, Hendrick Motorsports' graphics director, spent nearly 80 hours developing a stencil for the wrap by hand and then used a computer to place the names. The entire project took nearly 200 hours to complete and five (5) test trials to perfect. The 70,000+ names adorning the No. 88 Chevrolet in Talladgea were applied in 13 point font.

All consumers who entered by the July deadline would have their names featured either on the car or on pit road banners, the car cover, or other areas around track property. Half way through the promotional period, Amp posted a free Amp Energy passcode (DALEWINS) on the promotional website when Dale Jr. won the race at Michigan International Speedway.

Mars Offers Fans Unique SB Experiences...

Are you looking for ways to provide fans with unique experiences? Are you looking to create a promotion that offers a once-in-a-lifetime opportunity?

Mars recently announced that it is offering a promotion that will reward one (1) lucky fan with the chance to fly to Miami for Super Bowl XLIV and celebrate on the field with the Super Bowl Champion during the post-game celebration. For a chance to win the sweepstakes, consumers must key in product UPC codes at BeOnTheField.com from Dec. 26, 2008 to Feb. 1, 2009. Mars brands participating in the promotion include Snickers, M&M's, 3 Musketeers, Milky Way, and Twix.

Mars is also leveraging its Snickers brand to execute a "Live Your Super Bowl Fantasy" sweepstakes that will send seventeen (17) lucky consumers to Super Bowl XLIII in Tampa, FL. The sweepstakes, which will run nationally from September 7, 2008 to December 28, 2008, will reward fans with tickets and VIP hospitality for the big game. For a chance to win the sweepstakes, consumers must visit SNICKERS.com and submit a unique code that is featured on all single Snickers bars bearing the "Live Your Super Bowl Fantasy" logo. Snickers is using Michael Strahan to promote the sweepstakes.

Looking for a Creative Way to Drive Beer Sales?

Are you looking for a creative way to drive alcohol sales in-venue? Are you looking for new ways to leverage your supporting beer providers?

The Vancouver Canucks created a unique LED messaging piece - "Beer Exit Routes are Located to Your Left and Right" - to remind fans that beers are only a few steps away from their seats... It's time to go purchase!

Nobody Does the "White-Out" Better Than PSU...

Are you looking to leverage your brand at one of the craziest college football stadiums in the nation? Are you looking for best practices when it comes to fan entertainment?

Look no further than the atmosphere at Penn State. There isn't a sports property that does the white-out better than Penn State athletics and the 105,000+ fans that attend PSU football games at Beaver Stadium. Check out the videos below, which provide a perspective of the game atmosphere when the Nittany Lions hosted Illinois earlier this season:

Are You Capitalizing on the Penalty Box?

Are you looking for new ways to leverage the penalty box? Are you looking to create ownable destinations in-venue?

While many hockey players hate putting their team at a disadvantage while sitting in the penalty box, many fans would dream of such an opportunity. Hockey team representatives need to fully understand this demand and create promotions and ownable destinations built around the penalty box.

How? Enclosed below are some ideas:

I. Create a Penalty Box Promotion

• Colorado Eagles - The Colorado Eagles of the CHL collaborated with Accent Windows in 2004 to sponsor a penalty box promotion. Consumers could register for the chance to win two (2) tickets to a Colorado Eagles game, in which they had the opportunity to sit with the scorekeeper in the penalty box during the second period. Winners also received an autographed puck.
• San Antonio Dragons - The San Antonio Dragons (IHL, '96-'99) created a promotion where the team's mascot would scour the stands and haul an unsuspecting attendee who was being extremely quiet or wearing the opposing team's colors to a fan penalty box, sponsored by Miller Brewing, situated behind one of the goals.
• Nashville Predators - For a $100 donation to the Nashville Predators Foundation, fans may sit in the penalty box during the pre-game warmups (the Tampa Bay Lightning offer a similar experience for groups of 75)
• Columbus Blue Jackets - The Columbus Blue Jackets offer one (1) select reader of the Columbus Dispatch the chance to win two (2) tickets, the opportunity to sit in the penalty box during warmups, and an autographed hats for Heroes hat through the Dispatch Readers Rewards program.
• Atlanta Thrashers - The Atlanta Thrashers are offering a penalty box experience during a 2008 home game as part of the grand prize package of the Gas South Become One Sweepstakes.
• ODMHA - The Ottawa District Minor Hockey Association (ODMHA) is offering a Penalty Free Sweepstakes in 2008, rewarding amateur hockey teams who stay out of the penalty box. The sweepstakes, which has been implemented for 21 years, has 20 sponsors on board contributing over $100K in team prizes to teams that play a penalty-free game during the contest period

II. Offer a Penalty Box Suite (converted suite, area in the concourse) - Renovate a sponsored loge or suite to mirror a penalty box. Deliver incremental in-venue visibility for the sponsor by branding the penalty box and letting the persons seated within the penalty box eat/sample the sponsor's product for free (e.g. Miller Lite, Pepsi, Bojangles, Tim Hortons).

Sponsors could feature an "Ultimate Penalty Box area" in the concourse where four (4) select fans can sit in a replicate penalty box, watch the game, eat food/drink and receive special appearances from coaches/players pre-game, announcers/personalities in-game, and the media post-game. The fans sitting in the replicate penalty box could be featured on the video board every time there is a Power Play for the home team (PIP on the video board screen) 

III. Showcase a Penalty Box Photo Destination In the Concourse Level

Penalty Box with a Backdrop (featured at The Sports Museum of New England)

Penalty Box with a Greenscreen (featured at the NHL All-Star game in LA)

IV. Get Creative with Penalty Box Branding - Hockey teams and supporting partners have devised some very creative ways to use the penalty box as a marketing mechanism 

The Long Beach Ice Dogs (formerly of the ECHL) market a Bail Bondsman

The Columbus Blue Jackets market Tuffy with the slogan "That's a Tuffy"

The Nashville Predators use the penalty box to promote a Booze It & Lose It campaign

The Dallas Stars use the penalty box to market a healthcare partner

The St. Louis Blues use the penalty box to market The Parking Spot

V. Feature a Penalty Box Cam - In 2007, the Los Angeles Kings featured a "Penalty Box Cam" feature on the video board, showing gag videos of opposing players applying makeup, reading Oprah's magazine, doing their nails, using deoderant, eating doughnuts, taking naps, playing with Barbies, etc. after they had been sent to the penalty box. 

VI. Offer Photo Opportunities for Fans and Supporting Partners in the Penalty Box (Fan Christmas Cards, Thank You Cards to Supporting Partners)

VII. Showcase Products of Supporting Partners in the Penalty Box

VIII. Create premium items showcasing the penalty box (a bobblehead of the team's heavy hitter sitting in the penalty box)

Looking for New Ways to Promote Your Brand?

Are you looking for new ways to capture and hold the attention of consumers? Are you looking for new technologies that will help promote your brand?

360BrandVision may have all of the answers for your needs. 360Brandvision is a Las Vegas based company that designs and develops 3D Holographic images that are suspended in mid-air and can be seen in 360 degrees. The company's incredible technology has proven to be an effective medium for capturing the attention of consumers.

Sports and brand marketers alike can utilize the 360BrandVision technology for permanent displays in-venue, product launches (in-venue), POS displays at retail, trade shows, and special events. The company currently boasts an impressive list of clientele, including Adidas, BMW, Lexus, Bacardi, Microsoft, and Toyota.

Here is a quick breakdown of some of the company's products:

Cheoptics360 - 360BrandVision's Cheoptics360 provides teams and brands alike a chance to promote their team/product in a 360 degree presentation display. This new consumer-facing technology would serve as an incredible interactive feature to display in the concourse/suite levels of venues.

Free Format - 360BrandVision's Free Format technology provides brand marketers with an effective medium to take their static branding to another level. The interactive technology would serve as an effective way to use blank wall space in the concourse levels to attract the attention of passerby consumers.

VideoLogo - 360BrandVision's VideoLogo technological capabilites could lead to a new wave of interactive signage featured in stadiums across the globe. The VideoLogo technology provides brands with a great way to escape the static stadium clutter (in ways similar to LED signage)

For more information on ways to promote your brand using 360BrandVision technology, reach out to Nick Vilardell, VP of Business Development for 360BrandVision at nick@360brandvision.com. This is a new wave of technology that could dramatically enhance your brand's positioning in-venue!

The Georgia Lottery Rewards Falcons Fans...

Is your organization looking for new ways to leverage a lottery partner? Is your team looking for new ways to reward fans during halftime entertainment?

The Atlanta Falcons recently teamed up with the Georgia Lottery and Harley Davidson to offer its fanbase the chance to win a Harley Davidson scratch-off ticket as a complement to the Georgia Lottery's Harley Davidson Ultimate Ride Bonus Chance Promotion.

In an effort to promote its 15th anniversary, the Georgia Lottery created a limited edition Harley Davidson instant ticket that provided four (4) finalists with the chance to win a limited edition 105th anniversary Harley Davidson fatboy and a Harley Davidson Ford F-150 truck during halftime of a recent Atlanta Falcons game. 

Four (4) trucks with motorcycles on them were driven onto the field at halftime. Each contestant selected a key, and the contestant with the key that started a truck won the truck and a motorcycle. The Falcons split the Georgia Dome into four (4) sections (Gates A, B, C, D) with each Harley Davidson truck representing a gate. Fans seated in each of the respected sections could win a free Harley Davidson scratch-off ticket if the winning truck matched their gate letter. To redeem their ticket, fans just had to visit the Georgia Dome ticket windows between Gate A and Gate D after the game.

To drive awareness for the on-field contest, the Georgia Lottery featured an enormous Harley Davidson scratch-off ticket and a large number of Harley Davidson vehicles on the Georgia Dome turf. Each of the four (4) Georgia Lottery finalists won an opportunity to participate in the grand prize event, two (2) tickets to the Falcons game, a Harley Davidson merchandise prize package, and $250 in spending money.