The Quad City Mallards Put Hardee's in Goal...

Are you looking for new inventory to sell interested corporate partners? Are you looking for new ways to leverage QSR partners in the hockey space?

As Sarah Talalay reported in the Sun Sentinel, the Quad City Mallards of the International Hockey League (IHL) recently announced that it is teaming up with Hardee's to create a "Hardee's Biscuit in the Basket" promotion that rewards fans when the home team scores.

The Mallards have placed a Hardee's logo inside the ice in the goal and will reward fans in a selected row of seats with a coupon for a free biscuit each time the Mallards score a goal during the 2009-10 season. If the team scores four (4) goals, everyone in a designated section will receive biscuits.

On Monday mornings throughout the season, Mallards players will make one (1) hour guest appearances at several Hardees locations throughout Davenport. The QSR chain will also sponsor the team's dance squad (The Hardee's QC Cuties) and also support several giveaway nights (Drawstring Bag Night, Team Fleece Blanket Night, Game Puck Giveaway Night).

Check out Hardee's exclusive branding inside the goal below:

Source: Sarah Talalay, Sun Sentinel, MyQCMallards.com

The Coyotes Look to Draw Fans with "We Win, You Win" Offer

Are you looking for new ways to bump attendance at home games this season? Are you looking for ways to rejuvenate excitement amongst your fans?

Heading into the 2009-10 season, the Phoenix Coyotes are offering a "We Win, You Win" promotion designed to drive attendance at select games tis season. As part of the team's "Join the pack" season marketing initiative, the Coyotes have designated five (5) home games this season where fans can win a free ticket to a future home game if the team wins.

The Coyotes will be distributing a voucher for a free ticket to an upcoming game to fans attending one (1) of the following five (5) Saturday games. If the team wins, fans can redeem their voucher for a free ticket exclusively at the Jobing.com Box Office.

• Saturday, October 24th vs. Los Angeles Kings
• Saturday, November 14th vs. Dallas Stars
• Saturday, December 5th vs. Ottawa Senators
• Saturday, January 16th vs. Minnesota Wild
• Saturday, February 15th vs. Dallas Stars

The team's 2009-10 marketing efforts are designed to strengthen the relationship between the organization and its fan base after a rocky summer of buyout and relocation talks. It will be interesting to see if Coyotes fans respond favorably to the promotion and whether it is a move that will either generate incremental ticket sales or backfire down the road (e.g. fans waiting for another free offer to attend games vs. taking action and purchasing). Nonetheless, it is a creative way to drive interest in the team and fill the seats at the Jobing.om Arena.

Marquette Uses Social Media to Sell Ticket Plans

Are you looking for new ways to drive interest in partial season ticket plans? Are you looking to create a rewards program for season ticket holders?

Marquette University recently launched an extensive social media ticketing strategy that is cutting edge in the collegiate sports space. The site, www.marquetteminiplans.com, was created to provide fans with extremely affordable mini-plans that offers prize rewards for spreading the word virally with family and friends. The site organizers have developed an impressive scheme to encourage fans to make the site as viral as possible.

How does the site work?

• Fans are asked to create a user name, soak in the excitement of Marquette basketball, and earn prizes for doing so
• The more videos fans watch, the more people they share the site with, and the more tickets they purchase = MORE PRIZES
• Fans receive prize points for a variety of tasks:
  • Signing Up (500 points), Watching a Video (100 Points), Finding a Bonus Video (1000 Points), Passing Along the Site to Friends (2500 Points), Posting the Site on Twitter (2750 Points), Connecting with the Page on Facebook (2750 Points), Submitting a Personal Video (4000 Points), Buy a Mini-Plan (3000 Points), Buy Season Tickets (4000 Points) 
• Just for participating, fans can win a variety of prizes:
  • Commemorative 2003 Final Four Ring (2500 Points), Travis Diener Bobblehead (5000 Points), Fleece Blanket (10,000 Points), Winter Hat (15,000 Points), Mini Backboard and Hoop (20,000 Points), Al McGuire Statue (25,000 Points)

The site offers a ton of information on ticketing plans (in the lower left corner of the screen, in a non-intrusive manner) that enable consumers to explore their options and choose which plans might work best for them (and get rewarded for it).

The site is extremely well done and is a "must-see" for sports business professionals working in all aspects of the industry because it serves as a terrific example of ways to leverage social media to drive your business. Marquette's prize structure (providing fans with points for spreading the site virally and the chance to redeem those points for quality prizes) is a terrific benchmark for brands and sports organizations looking to rewards fans for their call-to-action.

Marquette is leveraging its Twitter page (@MUAthletics) to drive awareness to the page with posts that say, "Watch videos, earn prize points, spread the excitement of #mubb basketball" and "100 reasons to Experience Marquette Basketball. Have fun and let us know what you think".

Florida Gator Student-Athletes Create a Thriller

Are you looking for new, unique ways to showcase student-athletes? Are you looking to create a promotional video that features your team's athletes in a new light?

Kristin Giannas, a telecommunications and news broadcasting major at the University of Florida, recently produced a tremendous Florida Gators remake of Michael Jackson's hit song/video "Thriller". Giannas worked closely with members of several University of Florida athletics teams (gymnasts, softball, baseball, cheerleaders, Dazzlers) to create a 5:50 video that is destined to become an online hit.

The video serves as a great example of a unique way that collegiate athletic departments can drive buzz and position their student-athletes (especially those competing in non-traditional sports) in a new light.

Check out the video below as well as Kristin Giannas' website here.

UK Coach John Calipari Delivers for Papa John's...

Are you looking for new ways to leverage collegiate endorsers? Are you looking to create a sales driving promotion in support of a pizza partner?

In August 2009, the University of Kentucky's head basketball coach John Calipari announced that he was partnering with Papa John's to create a promotional offer in support of the Calipari Family Foundation for Children (CFFC). The promotion, entitled "The Coach Cal 3-Pointer", offered consumers the chance to purchase a large, three-topping pizza on PapaJohns.com (using the promotional code CHCAL) for just $10. The agreement called for one (1) dollar of every $10 order to donated to the CFFC and benefit the Kentucky Children's Hospital.

Coach Cal used his Twitter and Facebook pages (with 850K fans combined) to promote the offer on a daily basis.  Fans were encouraged to submit their favorite topping selections to Coach Cal's social media platforms for the chance to have their submission selected as Coach Cal's Office Pizza of the Day.

The Program Results?

In just nine (9) weeks, the "Coach Cal 3-Pointer" promotion raised $50,000 for the CFFC (meaning Papa John's drove in $450K+ sales). Incredibly, 60% of the online promotion redemptions came from outside the state of Kentucky, demonstrating the magnitude of the UK fanbase.  

The promotion served as a great way for Papa John's to strengthen its commitment to the University of Kentucky Athletics Department and align with one of the most sought after coaches in the country... not to mention benefiting a great cause.  Papa John's is following up the Coach Cal 3-Pointer promotion with another offer that enables UK fans to order a large 3-topping pizza and Coach Cal's new book, Bounce Back, all for just $30 by going online to PapaJohns.com and using the promotional code "BOUNCE".

Source: CoachCal.com, Reuters

Shapeshifter Offers New, Innovative Signage for Teams

Are you looking for new advancements in signage technology? Are you looking to feature signage at your venue that will pop?

Sports organizations looking for new signage technology to promote corporate partners need to check out the amazing work being done by Shapeshifter Media. Shapeshifter Media is the exclusive licensee of the international patents for the manufacture of Stairgraphics, a new piece of signage technology that could soon become a growing trend in the United States.

As more teams consider stadium stair signage (both in-venue and out-of-venue) and floor signage in stadium concourse levels, Shapeshifter Media could soon become a key player in the North American marketplace. The key trick will be to see which U.S. properties are able to effectively work with the German-based Shapeshifter Media to bring the 3D stairgraphics to the United States (properties interested in the technology can connect with Shapeshifter Media by clicking here).

Check out some of Shapeshifter Media's work in the sports space below:

Danone Waters/Evian - Bayarena Leverkusen

Nike USA - Javits Convention Center (New York)

Ford - Floor Poster

2D and 3D Floor Posters

The Dodgers Hit the Beach to Drive Ticket Sales...

Are you looking to create new in-venue destinations for fans to enjoy? Are you looking for unique ways to enhance the fan experience at your games?

In May 2009, the Los Angeles Dodgers unveiled Bleacher Beach, an exclusive section designed to provide a whole new fan experience at Dodger Stadium. Situated in the left field Reserved Level, the Dodgers' Bleacher Beach serves as a beach-themed area that offers unlimited beach fare, soft drinks, gifts, music, and decor.

Consumers can purchase tickets to sit in the exclusive Bleacher Beach section and receive all-you-can-eat offerings for just $45 online or $50 on the day of the game (dodgers.com/beach). Those in groups of 20+ can purchse seats in the area for just $35. Food offerings include hot dogs, cheeseburgers, barbeque chicken, watermelon, nachos, peanuts, popcorn, and soft drinks.

Two (2) months after the club introduced Bleacher Beach, Anheuser-Busch signed on as a presenting sponsor of the exclusive area. As part of the agreement, Anheuser-Busch will receive:

•  Prominent Bud Light branding on the stadium bowl section of Bleacher Beach
• An activation zone on the concourse
• The rights to distribute select promotional items (team branded floppy hats, sandals, and beach towels)
• Presenting status of the lifeguard chair featured in Bleacher Beach (Bud Light will use this element as a focal point of its activation by enabling promotional staff and special guests to sit in the lifeguard chair)
  • Thus far, Bud Light has featured notable surfers and AVP players in the Bleacher Beach section at Dodgers games

Source: MLB.com

 

Source: MLB.com 

The Islanders Take Their Game Day Programs Digital

Are you looking to implement new green initiatives? Are you searching for new ways to leverage emerging technologies to enhance the fan experience?

The New York Islanders are tackling two efforts - going green and staying up-to-speed with technology - by introducing Digital Gameday Programs to all its fans attending the team's home games in 2009. As part of the team's "Goal Green" initiative in 2009, the Islanders will completely replace their traditional programs with a version that fans can access on their PC's and mobile phones the day of each home game.

The Digital Gameday Programs will mirror the team's previous print offering, complete with rosters, match-ups, stats, and advertisements. The interactive programs will even include gameday video, promotions, contests, and offers. Thus far, the team has seen 60,000 fans sign up for a Digital Magazine subscription (free).

An example of the team's Digital Gameday Programs can be seen here.

Source: Sports Business Journal, Islanders.nhl.com 

Pepsi Lets Fans Pick the Halftime Music of the Grey Cup

Are you looking for new ways to engage fans in your organization's halftime entertainment? Are you looking to create a unique promotion around a major event that incorporates the voice of fans?

Pepsi recently unveiled a tremendous 'Name Your Playlist' contest that enables fans the chance to choose which of their favorite hits will be played during halftime of the CFL's Grey Cup. With the popular band Blue Rodeo set to play at halftime of the game, fans can log on to http://www.greycuphalftimeshow.ca and choose the three (3) songs (out of ten (10) of the band's greatest hits) that they would like to see played.

Those who participate in the 'Name Your Playlist' have the chance to win weekly prizes from Pepsi, Blue Rodeo, the CFL, and Wilson. The contest is set to run through November 20th, just days prior to the Grey Cup game on November 30th in Calgary at 6:30 pm (the game is being broadcast on TSN and RDS). Pepsi Max is the official sponsor of the Grey Cup Halftime Show.

The 'Name Your Playlist' promotion is terrific because it incorporates the passion people have for both sports and music and marries them all into one contest. As fans often debate on the entertainment value of halftime performances and pre-game entertainment, the contest allows Pepsi a way for them to feel like they have a say in the festivities... a notion that is huge with Gen Y consumers.

Source: TSN

A special thanks to Darryl Dionne of the PHPA for his insights and contributions to this column.

Teams Should Consider Parking for the Cure...

Is your organization looking to support a local charity? Are you looking for ways to leverage your team's parking services?

As sports organizations search for new ways to support charitable organizations, they should look no further than their stadium parking lots. A true opportunity exists for teams to section off a portion of their tailgate lots for charities to use to raise funds and drive awareness.

The following clip demonstrates how COIT Cleaning & Restoration helped raise money for the Susan G. Komen for the Cure by parking cars and tailgating prior to the Louisville-Pittsburgh game on October 2nd.

Teams can section off a portion of their parking lots and offer charities the rights to:

• Provide fans with an exclusive valet parking experience
• Distribute free apparel/gear (pink hats, balloons, gloves, bandanas, etc.)
• Raise funds (all proceeds parking in X section go to charity)
• Enable fans to meet team alumni for donating to a good cause (autographs, etc.)
• Provide free parking for survivors, etc.
• Offer an exclusive tailgating experience
• And much, much more!

Gillette Says Cheers to 50 Great Patriot Seasons...

Are you looking to create a video board clip that energizes fans during the game? Are you looking to celebrate team anniversaries, etc.?

Gillette has done a tremendous job celebrating the New England Patriots' 50 years of football. As an official sponsor of the Patriots, Gillette created a classic Cheers-inspired video that debuted on the jumbotron at Gillette Stadium during the Patriots' MNF game against the Buffalo Bills. The team is planning on running the clip at every single game for the remainder of the season  

Gillette is also supporting the commemorative year with a special microsite - http://www.cheersto50.com.

Check out Gillette's "Cheers to 50 Years" video board clip below:

The Maple Leafs Look to Drive Tourists to Cuba...

Are you looking to align with a tourism board or assocation? Are you considering partnering with an unconventional partner?

The Toronto Maple Leafs are partnering with the Cuban Tourist Board in Canada to feature dasherboard signage in front of the team bench at the Air Canada Center. With dasherboard signage featuring the Cuban flag and the URL www.gocuba.ca, the collaborating parties are hoping to draw attention to the country of Cuba as a tourist destination.

The branding play is very unique in North America given the travel restrictions placed on US Citizens looking to go to Cuba. Currently, only a small group of US citizens with family ties in Cuba have been able to fly to the country to visit their relatives.

However, it further demonstrates the trend of professional sports organizations aligning with tourism associations to market vacation locales and offer exclusive sweepstakes. Check out the unique signage below:

Volkswagen Sponsors... The Russians?

Are you looking for ways that companies have crossed the line in the sponsorship world? Are you looking for instances where brands went against the norm with their sponsorships?

The video below details how Volkswagen (German for "the people's wagon") recently sponsored the Russian national soccer team... in a recent FIFA 2010 Qualifier against the Germans. The highly controversial sponsorship drew a significant amount of media buzz.

Pick the Winner of the ING New York City Marathon and Win!

Are you looking to create a captivating promotion around a running/endurance event? Are you looking for new ways to elevate the profiles of lesser known stars?

In an effort to drive awareness for the upcoming 2009 ING New York City Marathon and the athletes participating in the race, the New York Road Runners have teamed up with Toyota to create a captivating promotional offer for fans.

The Road Runners created a "Pick the Champions" contest that challenges fans with correctly choosing the male and female who will finish first for the chance to win a 2010 Toyota Prius (valued at $30,080).

For a chance to win, consumers must fill out the contest's Pick and Drive registration form and then correctly choose both the male and female winners.

What is great about the Pick the Champions contest is that it forces fans to go out and research the athletes participating in the race. The promotion serves as a great way for the New York Road Runners to build the profiles of the star athletes competing in the race and create a watch-and-win component to the race that adds a new dimension of excitement.

Here is the promotional landing page where consumers select which participants they think will win (after completing the registration page):

Here is the chart of participants the New York Road Runners offer on the Pick the Champions promotional site:

The 49ers and US Bank Leverage the Coin Flip...

Are you looking to create new promotional platforms for corporate partners? Are you looking for new ways to engage young fans and their families?

The San Francisco 49ers and US Bank have teamed up in 2009 to offer young 49ers fans the chance of a lifetime. The two (2) parties created a "US Bank Coin Flip Kid" initiative that provides 49ers fans ages 6-13 the opportunity to register online for the chance to be a part of the pre-game coin toss and win:

• Two (2) game tickets
• Two (2) 49ers pre-game tailgate party passes
• One (1) parking pass
• Two (2) pre-game field passes
• One (1) Visa gift card, courtesy of US Bank

Each game, one (1) select US Bank Coin Flip Kid will be recognized on the video board while he/she walks with the 49ers team captains to mid-field for the coin toss. The Coin Flip promotion serves as an effective way for US Bank to offer children and their families a life-changing experience that creatively ties in with the bank's main line of business (driving consumers to open checking/savings accounts).

Look for more creative tactics to come from the San Francisco 49ers organization in the near future!

A special thanks to Nikki Hawkins and Brent Schoeb of the San Francisco 49ers organization for their insights and contributions to this column.

Parachute Promos Delivers Value for Brands...

Are you looking for new ways to put your product in the hands of fans in-arena? Are you looking for new ways to impact the fan experience while driving brand impressions?

As brands continue to search for new, effective mediums to place their products in the hands of fans on gameday, they should not look past Parachute Promos. The promotional company produces tangle free parachutes that can be dropped from the catwalks of arenas, sporting events, and malls. Dropping free product strapped to parachutes creates a memorable in-game setting that drives sports fans crazy and provides brands a unique way to connect with consumers during the game. 

How does it work? During a select stoppage of play (intermission, media timeout, etc.), teams will leverage the video board and a PA to announce that (insert brand name) Chutes will be dropping out of the rafters (e.g. Chipotle Chutes). Each and every night the promotion is implemented, the result is the same... fans go wild for the chance to grab one of a few dozen falling free products parachuting from the roof.

Check out a brief promotional video that captures how Parachute Promos can drive excitement for your brand in-venue: 

The Parachute Promos video was produced by Andy Emery's Outsider Entertainment team. Andy's group produces some of the most captivating videos for teams and brands in sports. Check out their site here.

The Maple Leafs Offer Fans the Ultimate Pre-Game Experience

Are you looking for new ways to attract fans to your venue hours before a game? Are you looking to create the ultimate fan experience for consumers to enjoy?

The Toronto Maple Leafs hosted the ultimate pre-game party for fans to enjoy on October 1st as a means to celebrate the team's first home game of the 2009-10 season. The team featured a variety of entertainment on-hand for fans in the hours leading up to the team's game against the Montreal Canadiens.

The pre-game tailgate party, sponsored by Ford, included the following events and activities at the Air Canada Center:

• The Leafs Nation Mobile Fan Zone
• A Free Live Concert by The Trews
• Player and Alumni Appearances
• A Wide Range of Games and Hockey Activities for Kids to Enjoy
• Automobile Displays
• Premium Distribution

Take an in-depth tour of the action below:

Source: Maple Leafs Sports & Entertainment

The Calgary Flames Offer The Best Intros in Hockey

Are you looking for new ways to enhance your pre-game entertainment offerings? Are you looking for creative ways to kick off the season?

The Calgary Flames have figured out pre-game entertainment and on-ice projections better than any other organization in hockey. The team's pre-game entertainment (especially the season opener and during the playoffs) is worth the admission ticket alone.

Check out the pre-game entertainment the Flames offered to fans attending the team's first regular season home game of the 2009-10 season against the Vancouver Canucks... it's incredible (if anything, tune in at the 1:10 mark):

Chick-fil-A Rides the Wave to Drive Sales...

Are you looking to create an effective, 360-degree holistic program? Are you looking for new ways to leverage QSR partners?

Chick-fil-A is celebrating the return of college football in 2009 with a terrific 360-degree "Chicken Wave" messaging platform. Chick-fil-A created www.ChickenWave.com to serve as an online portal where fans could create their own virtual version of the wave (with all of their friends) for the chance to win select prizes from Chick-fil-A. The site enabled users to incorporate their own photos, choose flair to sport while doing the wave, and invite their friends for a greater chance to win.

Chick-fil-A enticed thousands of consumers to join the Chicken Wave movement with an array of prizes:

• The first 250,000 people to join the Chicken Wave received a coupon for a free Chick-fil-A Chicken Sandwich
• The next 750,000 fans who join receive a coupon for a free Coke Zero
• From August 24-31, Chick-fil-A will conduct a daily drawing among all users for a free $50 gift card
• Chick-fil-A will reward the largest Wave section with a free 2010 Chick-fil-A cow calendar

 Retail Activation  

   

Online Activation - ChickenWave.com

 

In-Game Activation

Out-of-Home Activation

Billboard of the Week - Chick-fil-A

Are you looking for new ways to drive buzz at retail in the marketplace? Are you looking to leverage sports without investing in corporate partnerships?

The Chick-fil-A location in North Canton, OH recently used its outdoor marquee signage to poke a little fun at the hometown Cleveland Browns. The franchisee posted a sign that read "Like the Browns We Take Sundays Off" - a message that remained up for two (2) days.

While this messaging strategy could possibly backfire (alienating avid Browns fans, especially right in the team's backyard), it also could serve as a pivotal way to drive buzz. After all, Browns fans can take a creative joke these days about their favorite team's demise, right? Either way, consumers will remember the signage (and Chick-fil-A in general) each time they pass the location, especially during football season.  

The signage serves as an excellent example of ways that retailers can leverage sports without investing a significant amount of dollars in corporate partnerships. By simply recognizing sports and related events taking place (similar to Trader Joe's local market strategy), retailers can tap into the passion of fans without actually being directly associated. Look for more creative examples of sports branding at retail to come in future weeks!

Source: DC Sports Daily's Twitter Feed