Interested in a Thorpedo?

Is your organization considering ways to leverage its partnerships with athletes? Are you looking to take customized branding to a whole new level?

I came across an interested product that has become very popular in Japan - the Thorpedo. The Thorpedo is an energy drink named after Ian Thorpe, a five-time gold medalist as an Olympic swimmer for Australia. It turns out that in 2005, the Yakult company in Japan released the Thorpedo energy drink, which features a picture of Thorpe on the packaging.

To acquire the rights to Thorpe's image and likeness, Yakult formed an equity deal with the So Natural food group in which Thorpe was offered a 5% stake in the company (worth at that time, $1.1MM). The initial deal was set for fifteen (15) years and depending on the product's commercial success, Thorpe could gain up to 50% share in the venture.

The Thorpedo product is sold in vending machines (a preferred retail method) across East and Southeast Asia.

Which raises the question... Are there any athletes in the United States, outside of Tiger Woods (Gatorade), whose namesake could effectively drive a beverage (or a related product) to mainstream status in the United States? (Potential names that come to mind are Michael Jordan, Dale Jr., Lebron James, David Beckham, Kobe Bryant... any others?) Using likenesses is so common in the footwear industry but are there any other great examples out there of this in the United States?

Can properties collaborate with concessions partners to sell similar, unique products in-venue? Or create a "Championship Beverage" sold in-venue following a Championship season? There are potentially new revenue streams here, especially as teams follow the Yankees/Cowboys proposed trend of taking over their concessions operations...

Here are some more pictures of the Thorpedo product, how it is sold at retail in Japan, and some brand extensions...

Nike Uses Guerrilla Mobile Campaign to Promote New Soccer Shoe...

Are you looking for some ideas on ways to create a unique mobile 3D program? Is your company considering ways to capitalize on guerrilla marketing efforts?

In June, Nike created a unique mobile campaign designed to promote the launch of the company’s T90 soccer shoe and enhance the company’s image as an innovative leader in the Hong Kong marketplace.

Nike collaborated with McCann Erikson to create a campaign that featured hundreds of hidden code markers throughout Nike stores and MTR subway stations in Hong Kong. Consumers who found markers could point their phone at it to reveal a rotating image of the new Nike T90 soccer shoe. Each marker would also provide the consumer with a special code that was unique to that location.  After receiving the special codes, consumers could text them in to discover the next secret marker location. 

To engage consumers, Nike offered a special sweepstakes that enabled consumers to have a chance to win Nike merchandise every time they texted in the special codes. In essence, the more marker codes that consumers collected, the better chance they had to win free Nike swag.

The promotion proved to be widely successful in the Hong Kong marketplace. It is interesting to see Nike capitalize on technology in such a unique way. Hopefully we will see a similar guerrilla campaign soon in the United States.

For more information on the promotion, check out a great article by MobileMarketer.com.

Drive Sales With Unique Retail Displays...

Are you looking for new ways to have an impression on consumers at retail? Are you looking for ways to differentiate your products at point of sale?

Enclosed below are two (2) examples of unique retail displays designed to stimulate consumer interest and product sales: 

• The first two (2) pictures detail a "VitaminWater Stadium" display from the Shoreline Central Market
• The latter picture is a Sobe/Pepsi display at a Food City location that was designed to capitalize on consumer interest in the Super Bowl (as you might remember, Sobe served as the presenting sponsor of the SB halftime show)

VITAMINWATER - SHORELINE CENTRAL MARKET

    

SOBE/PEPSI (FOOD CITY)

Looking to Drive Concessions or Merchandise Sales?

Are you looking for new ways to drive concessions and merchandise sales? Are you looking to leverage a partnership with a movie theater chain in the local marketplace?

McDonalds recently collaborated with operators from 225 cinemas across the UK to implement a unique promotion designed to drive consumers to purchase large sized meals and premium salads. The promotion enables all McDonalds consumers who purchase one of the two (2) aforementioned items to receive a free 2 for 1 cinema ticket voucher.

Upon ordering, consumers receive a peel off card with a unique 8 digit voucher code which can be redeemed online at www.mcdonalds.co.uk/cinema.Whenconsumers print out the voucher, they simply have to provide their registered address and select a local cinema to redeem the coupon.The voucher can be redeemed for up to six months.

What are the implications here for sports franchises?

Sports organizations can create a similar promotion with a movie theater/theme park/entertainment property to help drive sales of a specific concessions item or designated merchandise itemin the team gift shop. Teams can create a simple promotional offer (offering coupons next to the cashier that can be distributed upon purchase of select items) or utilizetechnology (e.g.using anonline voucher redemption process) to drive web traffic and consumer engagement through multiple channels.

When would it be appropriate for a sports organization to implement such a promotion?

• Whena sports property is in the last year of a contractual agreement with a concessions provider (e.g. Pepsi, etc.) and needs to drive gameday sales of a particular product
• When a sports property is looking to sell new team merchandise (new jersey sales, etc.)
• When a sports property is looking to drive ticket sales in a particular section (e.g. upper deck corners) and wants to find a unique way to leverage a retail/entertainment partner

Sky Sports Is the Place to Watch Golf and Cricket...

Is your network looking for creative ways to promote its coverage of multiple sporting events?

Sky Sports created an incredible advertising campaign to promote its coverage of golf (the U.S. Open) and cricket (the Natwest International). The memorable spot effectively incorporates action from the two (2) aforementioned sports with a little bit of humor. Check out the clips below:

Keep An Eye On... Digital Out-of-Home Signage

Are you looking to capitalize on new trends in the marketplace? Are you looking for new ways to leverage messaging at retail?

Marketing Daily recently featured a great article on the future impact of digital out-of-home signage. As advertisers and retailers search for new, interactive ways to connect with consumers, digital out-of-home signage will continue to surface as an effective medium.

Retailers are beginning to feature digital screens throughout their stores which can key up digital signage to display relevant messages when a consumer picks up an RFID-tagged product from the shelf. In other words, if a consumer picks up a case of Pepsi with Super Bowl packaging, a digital screen above the retail display will cue up a :30 message promoting Pepsi's sponsorship of the big game and an adjoining sweepstakes.

As a result, sports properties need to begin strengthening their relationships with retailers (especially ones at a national level). As consumer engagement becomes a more critical component at retail, sports properties must work to better understand how retailers implement programs and how consumers purchase goods are retail... because for retailers, in the end it's all about selling product off the shelves.

What are the forecasts for digital out-of-home signage?

• The Digital out-of-home advertising market is currently valued at $2.43BN, up 11% from 2007 (the market tripled in size from 2002-07)
• The forecast for digital out-of-home advertising has ad revenue growing at a annual rate of 12% from 2007-2012, putting it at just under $3.9BN in 2010

Would You Like to Bowl With Peja?

Is your organization looking to drive awareness for an upcoming charitable event? Has your organization considered using the webpages of its star athletes as messaging portals?

The New Orleans Hornets recently used some unique in-game messaging to drive awareness for "Peja's Charitabowl", an upcoming fund raiser that Peja Stojakovic is hosting at the All Star Lanes in Kenner, LA. The team featured a video board vignette featuring a picture of Stojakovic bowling and a link to his personal webpage, www.peja16.com, for fans to learn more (as demonstrated in the picture below).

It is still uncommon to see teams openly refer to the websites of players as communication portals. But in this case, it was a seamless way to help promote the event. As more sponsors utilize athlete websites as mediums for engaging with consumers, this practice should become more common.

The charity bowling event will benefit Peja's "Courts for Kids", a project of the Peja Stojakovic Children's Foundation with a mission to promote health and fitness eduation through the game of basketball. Lane sponsorships for the event start at $1,500 for one lane and $2,5000 for two lanes. Each lane includes bowling for four, one celebrity bowler, four bowling shirts, dinner, and a special gift bag.

Hornets' players, Honeybee dancers, Hugo the mascot, and other local celebrities will also be in attendance for the event. The inaugural "Charitabowl" event raised over $45,000 and Peja Stojakovic matched that amount... a great cause!

Will Ferrell's Trip To USC Drives Media Attention...

Are you looking to cross-promote an upcoming film? Are you looking for ways to shift media attention from your W-L record?

With dozens of media reporters on-hand for USC's football practice last week, Will Ferrell (aka Captain Compete) made a suprise appearance to teach the USC team a thing or two. The publicity stunt was a hit and quickly became extremely popular in the viral world, generating significant incremental publicity for the USC team.

Which leads to the thought... With dozens of media on-hand for football practice at major college/pro football programs across the nation, ample opportunities exist for movie companies to use these mediums to drive buzz for their upcoming flicks. Professional/collegiate organizations can work with movie producers to create unique ways to integrate characters and movie personalities into practice sessions (whether it's a post-practice pep talk, appearance on-site, or a stunt as seen below).

While most celebrities do not command the attention that Will Ferrell receives anywhere he goes, their suprise appearances at practice will generate incremental media attention and awareness, especially amongst the hard-to-reach 18-30 year old male demographic!

The Titans Use Online Coupons to Drive Merchandise Sales...

Are you looking for new ways to drive team merchandise sales? Are you looking for ways to encourage fans to buy into your team's new branding campaign?

Prior to its MNF matchup against the Indianapolis Colts, the Tennessee Titans created a "Titans Code Blue" promotion to drive fan loyalty and sales of the team's new Code Blue merchandise. The Titans' Code Blue promotion asked Titans fans throughout the region to wear light blue to school, work, and the team's Monday Night game.

To spur fan interest and sales of the Code Blue merchandise, the Titans offered an online coupon on the team website good for a 15% discount at the Titans Pro Shop at LP Field. 

The Titans spurred their fan base to purchase the team's new Code Blue merchandise with a unique call-to-action:

"Be One Of Nearly 70,000 Fans Wearing Titans Light Blue And Become A Part Of Monday Night Football History! Stop by the Titans Pro Shop with this coupon or visit any other area retailer to get your Titans light blue gear."

The team partnered with LP Building Products and CMT to provide light blue t-shirts to all fans attending the game and drove awareness fro the promotion through a theme-specific webpage, video board signage and graphics.

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!

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!

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!

  

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:

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!

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!

Cuban uses Political Buzzword to Fuel the Mavericks' Brand...

Are you looking for a unique way to capitalize on buzzwords?

Mark Cuban, owner of the Dallas Mavericks, has made it his mission to take back the term, "Maverick". Ever since the Vice Presidential Debates began, the McCain-Palin campaign has used the term loosely, leading Mavericks owner and HDNet chairman Mark Cuban to say enough is enough.

On his blog, Cuban blasted the press for supporting McCain's maverick references and mythology. Last week, he decided to use it to his team's advantage by implementing the slogan, "The Only Mavericks that matter" as its pre-season campaign.

Cuban claims, "It's time to return the Maverick name where it truly belongs. On our jerseys." He then went on to remark, "Should I just put McCain on the back of a Mavericks jersey and have someone selling them at Republican rallies and on their website?? Not that's an idea!"

It looks like he is on to something... Prediction: Knowing Cuban, there will be a McCain spotting at a Mavericks game later this year... The guy is a salesman and won't let it slip by...

Nike "Wraps" Up Its Rugby World Cup Sponsorship...

Are you looking to support your partnership investments with a unique brand building campaign? Are you looking to drive awareness for your affiliation with an event in a high-traffic marketplace?

Nike created a unique brand building campaign in Paris, France to support its sponsorship of the Rugby World Cup. Nike re-branded several high-traffic retail locations (cafe's, lounges, restaurants, local shops) throughout Paris with a unique wrap - check out the photos below!

   

A Look at the NFL - Week 8

Here is a quick look at some best practices and unique tactics from around the NFL during Week 8:

Buccaneers Honor Alstott Using a Card Stunt - During halftime of the Tampa Bay Buccaneer's Sunday night matchup against the Seattle Seahawks, the team honored Mike Alstott with a special halftime ceremony. On what was designated "Mike Alstott Night", the Buccaneers featured a unique halftime card stunt which spelled out the number 40 in the crowd seating in the end zone.

The team also paid tribute to the legendary fullback by introducing his name in the starting lineup, allowing him serve as the honorary captain for the coin toss, and by showing his career highlights on the video board throughout the game. 

Houston Texans Honor Hometown Olympic Heroes - During halftime of the Texan's recent home game against the Detroit Lions, the team honored Hometown Olympic Athletes, including Houston Rockets star Yao Ming (although they incorrectly listed him as a member of the U.S. Olympics Men's Basketball Team). The team's Hometown Heroes program is sponsored by Halliburton.

Oakland A's Feature Signage During Raiders Games - Using a great cross-promotional tactic, the Oakland A's prominently feature team signage adjacent to the jumbotron during Oakland Raider home games.

Seattle Seahawks Fans Get Creative With Their Facial Hair - If sports marketers ever needed a reminder why Gillette and Schick spend money in the sports space, here is their answer. When game day comes around, fans always find a way to get creative with their shaving.

The Redskins Need Your Vote - Capitalizing on "Election Fever", the Washington Redskins released a new campaign designed to drive fans to vote their favorite Redskins into the Pro Bowl. On the team website, the Redskins use HOFers Sonny Jurgensen and Sam Huff to encourage fans to vote.

How Effectively Does Your Property Market Its Stars?

Is your league/property effectively promoting its star athletes?

There isn't a league that understands and markets its star power better than the National Basketball Association (NBA). The NBA has created a fantastic '08-'09 media campaign that educates the general consumer base on its star athletes, painting a clear picture of their personalities and the impact they made in the league. 

Take a moment to check out three (3) of the league's newest viral clips that drive fan excitement for the upcoming NBA season:

MAKE Fans Notice Your Brand at Games...

Are you looking for a way to drive awareness for your brand in-venue more effectively?

Mexican brand marketers have found a simple solution to drive eyeballs towards their signage at soccer games played in Estadio Jalisco, Mexico's third largest soccer stadium. The answer? Sex sells (everyone knows it, but is everyone doing it in the sports space?)

Mexican brand marketers hire five (5) to eight (8) models to stand along the sidelines and hold their signs for the duration of the game. While some persons may take offense to this marketing practice, brands have found that this has proven to be an effective medium to drive awareness at a minimal cost in sporting events around the world.

If a brand like Axe implemented such a tactic in front of a student section at a football game,  wouldn't one expect to see a high consumer recall for their brand post-game? It could make a lot of sense for certain brands...

Here are a few examples of the strategy in action: