Buick Lets Consumers "Tweet to Drive" in Chicago

Automobile companies looking for new ways to leverage their sports sponsorships to engage fans should consider featuring a team-branded test drive vehicle in-market that picks up fans on demand via Twitter. The real-time pickup service could take place on game days, during the off-season, or as a gratuity to fans looking for rides to/from the game.

Buick is currently running a "Tweet to Drive" test program in Chicago where consumers can send a tweet to @DriveBuickChi for the chance to get picked up, experience a non-threatening test drive of the new Buick Lacrosse, and get dropped off at a preferred destination. While touring the city of Chicago this past weekend, my wife (@LauraGainor) and I saw the Buick vehicles in town, tweeted to them, and had a wonderful experience testing out the automobile and Buick's new promotion - specifically targeted at the young-middle aged professional demo.

Check out a terrific post-experience recap Laura created that she recently posted on her site, http://www.LauraGainor.com, and consider new ways that you can leverage Twitter to bring your partnership activation plans to life!

Buick Tour of Chicago with "Tweet to Drive" @DriveBuickChi from Laura Gainor on Vimeo.

POLL: What is the Best In-Venue Destination in Baseball?

With the 2010 MLB regular season winding down, we would love to get your take on what is the best in-venue destination in baseball. Please vote below or feel free to leave your thoughts/suggestions for other in-venue destinations in the Comments section below.

All suggestions have to be sponsor-driven of course...

We look forward to seeing the poll results! 

IBM Uses Augmented Reality at the 2010 U.S. Open

IBM is using augmented reality to take the fan experience at the 2010 U.S. Open to new heights. The computer technology company developed a U.S. Open iPhone application that allows users on-site at the tournament to point their phone in the direction of the tennis court (even if you are walking by outside) and receive real-time scores and statistics. Fans can also use this iPhone app functionality to see what restaurants are on-site.

The new U.S. Open App essentially marries the camera and GPS functionality of an iPhone to offer real-time scoring, live radio, venue maps, and the special "Around me" feature that provides fans with an interactive experience via augmented reality. The app serves as a great demonstration of IBM's "Smarter Planet" campaign and helps the company showcase to its clientele how they can use data to make better decisions.

IBM created a similar app with augmented reality functionality for the iPhone and Android at the 2010 Wimbledon tournament. Check it out below:

The 2010 U.S. Open app is even much more sophisticated than the product they offered to consumers in 2009, detailed below:

Identify With Your Fans' Attitudes, Behaviors, and Values

Sports organizations looking to create new, compelling content during the offseason should consider creating pieces that speak directly to their fanbase. As members of a fan base, individual fans regularly conform to the attitudes, behaviors, and values of their fellow peers. That is why Eagles, Raiders, and Cowboys fans love being who they are. As a result, it's important for teams and brands to understand the attitudes and behaviors of their avid fanbase and speak directly to them with compelling story telling.

Nike recently produced a terrific piece about the fans of the historic Brazilian soccer club Corinthians, entitled "30 Million Strong", that serves as a benchmark for brands and organizations looking to demonstrate how well they truly understand and value their fanbase. In the piece, Nike showcases how Corinthians is more than just a soccer club, it's "the people's team", a republic and lifestyle for fans.

Nike is using the viral piece to drive membership of its Corinthians Facebook Fan Page - a great idea!

Check it out below: