The San Francisco Giants Deliver a "Best in Class" Fan Experience at AT&T Park

Thanks to our friends at the San Francisco Giants, Partnership Activation recently had the chance to attend a game at AT&T Park, one of baseball's most beloved ballparks.

The Giants organization has created a "best in class" ballpark experience for fans at AT&T Park, delivering non-stop entertainment for fans of all ages, social media/technology enhancements, seamless corporate partner integration, and an array of destinations and unique concessions areas for fans to enjoy. Check out a complete gallery of the AT&T Park fan experience here (99 photos).

Enclosed below is a recap of some of the highlights of the fan experience and incorporation of corporate partners at AT&T Park.

Unique Elements at AT&T Park Include:

• Interactive Coca-Cola Kids Area in Left Field (Slides, Mini-Ballpark, Giant Glove, Giant Coca-Cola Bottle, Photo Station, etc.)
• Variety of Themed Food Kiosks Located Throughout the Concourse
• Levi's Landing Splash Zone
• Virgin America OF Wall Buildout
• Coors Light Silver Bullpen - An OF Destination Where Any Fan Can Watch the Game
• Unique Ghirardelli Chocolate Kiosk and Cable Car
• Elaborate AT&T Fan Zone Display
• Build-a-Bear Workshop in Left Center Field
• Clos Du Bois California Wine Bar Concourse Kiosks
• Elaborate Use of Text Messaging Campaigns via LED, Concourse Signage
• Cable Car Bars Located Throughout AT&T Park
• LED Messaging Welcoming Fans of Hispanic Descent to the Ballpark (Bienvenidos)
• Dynamic Pricing Deals
• Advertising of Upcoming Promotional Giveaways/Team Shop Offers on Television Displays Located Throughout the Concourse
• Scoreboard Twitter Integration (Team Trivia Via Twitter)
• Chevron Car (Rides Along Warning Track During Select Inning)

Non-Traditional Corporate Partners Include:

• Adobe, Salesforce.com, Ghirardelli Chocolate, Sony Playstation, Emerald Snacks, Yahoo!, Charles Schwab, RE/MAX, Genentech, See's Candies, Pop-Secret, Clos Du Bois, Box, FusionStorm, Virgin America, Kettle Chips, Guinness, Camarena

Traditional Partners Include:

• MillerCoors (Coors Light), Visa, Safeway, Chipotle, Anheuser-Busch, Bank of America, Coca-Cola, Comcast SportsNet, AT&T, StubHub, United, Corona, Lexus, Chevron, Audi, Toyota, PG&E (Utilities), CHW (Hospital),

Video Board Features Include:

I. "Guess the Actor" Jumbotron Feature Presented by Sports Authority

II. "Share the Love Kiss Cam" Presented by the Monterey Bay Aquarium

III. Fist Pump Cam Jumbotron Feature

IV. McCovey Cove Boat Race Jumbotron Feature

From a social media standpoint, Bryan Srabian of the San Francisco Giants recently sat down with the Row Show and shared some unique insights. Check out his special feature here.

The SF Giants Take Tweetups to the Next Level

Are you looking for new ways to attract and reward your social media followers? Are you looking for ways to capitalize on social media in the sports marketplace?

Considered leaders in the sports technology/social media space, the San Francisco Giants recently continud their charge by hosting a terrific first official SFGiants Tweetup. The team collaborated closely with Twitter and Room to Read to put on the exclusive event, offering the team's avid social media followers an opportunity to experience a once-in-a-lifetime opportunity at AT&T Park.

For just $20, the team offered 600 fans a chance to attend a game, receive a limited edition "@sfgiants follow us" t-shirt, listen to a host of influential guest speakers, and enjoy exclusive access into the new Triples Alley space, a behind-the-scenes lounge area of AT&T Park that is not open to the general public. The team promoted the event via Twitter using the hashtag #SFGTweetup.

The Giants entertained their Twitter guests in attendance with a terrific panel of speakers, including:

• Erin Ganju - CEO of @RoomToRead
• Brian Murphy - Moderator (@KDBRMurph)
• Jeremy Affeldt - San Francisco Giants Pitcher (@JeremyAffeldt)
• Biz Stone - Co-Founder of Twitter (@Biz)

The event also featured a surprise guest, @Jack, Co-Founder of Twitter and the CEO of Square, who spoke about his new product, a revolutionary new tool that allows you to accept credit card payments via a 'square' device that plugs into your headphone jack to your iPhone.

The event turned out to be a huge success for the team:

• The Giants sold out all 600 reserved seats for the tweetup a few hours before its scheduled start at 5:15pm
• The Tweetup generated thousands of #sfgtweetup specific tweets and photos, with 99% of the comments posted being positive (a very rare result in the social media landscape)
• A portion of the @SFGiants Tweetup proceeds went to @RoomtoRead, a Twitter supported charity

Check out some photos of the event below:  

Check out the Official Event Invitation below:

A special thanks to Garrett McManus of the San Francisco Giants for his insights and contributions to this column!