Guitar Hero Inspires Soccer Players Everywhere

Are you looking to create a captivating soccer viral piece? Are you looking for new ways to incorporate both music and sports?

Sony BMG recently turned to Umbro and five (5) freestyle soccer players to create one of the greatest sports-music experiments of all time. Sony BMG was looking for a unique way to promote a new hit single (Underdog) from the British band Kasabian and decided to do so by creating a real-life version of Guitar Hero using the help of some soccer enthusiasts.

The collaborating parties placed huge target billboard panels (synched up to a Guitar Hero game featuring the new song) on the walls of an abandoned warehouse and tasked the five (5) soccer players with kicking soccer balls at the targets with enough accuracy to strike the right chord. After seventeen (17) attempts, the group achieved an accuracy score of 76! Pretty impressive!  

Check out the Kasabian Football Hero execution below:

Check out a behind-the-scenes look of how the spot was produced:

Source: SportsMarketing.fr

Arsenal Unveils "The Spirit of Highbury"

Are you looking to implement new marketing efforts on gameday? Are you looking to renovate an existing area of your stadium facility?

Sports organizations looking for new ways to honor their players, supporters, and staff (past and present), should consider benchmarking the recent efforts of Arsenal FC. The EPL club has recently made a concerted effort (which it refers to as Arsenalisation) to recognize its greatest team contributors and moments.  

The Arsenalisation movement is highlighted by "The Spirit of Highbury", an image erected at the South end of the club's new home, Emirates Stadium, that features a lineup of every Arsenal player and manager that competed for the team when it played at the Highbury (their old venue facility) between 1913 and 2006. Arsenal FC put a tremendous amount of effort into The Spirit of Highbury, as it even called on the likes of Nike and Wieden and Kennedy (W+K) to complete the project.  

The club created the amazing image by blending a range of images from glass negatives to modern digital photography. There are only four (4) players who remain unaccounted for in the image and are featured as silhouettes. Per Arsenal's website, "the Spirit of Highbury now stands as a permanent symbol of the Club's proud history and a testament to the achievements that have stemmed from the efforts of every player, supporter, and member of staff, past and present".

Check out how the Spirit of Highbury was created below:

2010 Vancouver Olympics Watch

Are you looking for new ways to leverage the Olympics? Are you looking for ways that Canada and the rest of the globe are gearing up for the 2010 Olympic Games?

With the 2010 Vancouver Olympics taking place officially less than 100 days away, many official Olympics partners and ambush marketers are already implementing significant programs to build buzz and excitement for the Games (click HERE to watch the start of the Olympic Torch Relay). Here is a quick look at ten (10) of the best in-market branding and activation elements generating buzz across Canada:

The Twins Move In... With Some Humor

Are you looking to create a humorous campaign around moving into a new facility? Are you looking for new ways to showcase your organization's finest athletes and accomplishments?

As the Minnesota Twins get ready to move into Target Field, their new downtown ballpark, the organization's fanbase has a lot to look forward to. The team is coming off a tremendous 2009 season and has many of its star players returning for another season.

To spark excitement for the upcoming 2010 season, the Twins organization recently released a humorous campaign entitled Twins-portation that features the team moving into their new stadium facility. The spot serves as a great benchmark for teams looking to leverage their past successes, current stars, and future in a single messaging campaign... it's very unique - check it out below: 

Auburn Uses Celebrity Home Run Derby to Drive Donations

Are you looking to raise donations for a good cause? Are you a collegiate athletic department looking for new ways to fundraise?

Last month, Auburn University held its annual Auburn Baseball Celebrity Home Run Derby, an initiative designed to drive donations for the Boys and Girls Clubs of Greater Lee County. The event attracted the likes of a number of notable alums, including Bo Jackson, Tim Hudson, Todd Jones, and Gabe Gross and raised over $5,000 from 1,715 fans in attendance.

To gain admission, fans were asked to donate a minimum of $1 to the Boys and Girls Club. Those willing to donate money were treated to a classic home run derby competition, a nine (9) inning scrimmage, and raffle prize drawings for autographed balls and Under Armour gear.

Look for more Universities to use HR Derby competitions as an annual fundraiser! Check out Auburn Baseball's 2009 Celebrity Home Run Derby below:

Source: AuburnTigers.CSTV.com/sports/m-basebl/spec-rel/101509aaa.html

Volkswagen Pushes Fuel Efficiency at the Chicago Marathon

Are you looking for new ways to make an impact on race day? Are you looking for ways to use sports to drive home fuel efficiency messaging?

As brands look for creative ways to leverage endurance events, many should take a page out of Volkswagen's playbook for the 2009 Chicago Marathon. Volkswagen was looking to promote the 42mpg fuel efficiency of the Jetta TDI Clean Diesel vehicle and decided to partner with super-athlete Dean Karnazes to send home a powerful message to viewers, onlookers, and brand enthusiasts.

To sell home the fact that the TDI Clean Diesel vehicle doesn't stop at 26.2 miles per gallon, Volkswagen asked Karnazes to not stop at 26.2 miles (1 marathon) either. In fact, they tasked him with running a distance equal to 2 straight marathons (52.4 miles). Along the way, Volkswagen generated interest by letting fans send tweets with questions and support and videotaped the entire feat. The company is also supporting the initiative with a custom microsite

Check out a video of Dean Karnazes journey below and look for more creative fuel efficiency acts from Volkswagen in the near future!

The Nets Put Their Injured Players to Work

Are you looking for new ways to stimulate fan excitement on gameday? Are you looking for new ways to leverage athletes to support the organization's objectives?

The New Jersey Nets recently announced that they will be putting all of their injured players to work prior to the team's game against the Boston Celtics at the IZOD Center. From 6:15-6:45pm, the team will ask each of their star players not dressed for the game to meet and greet fans in various locations within the arena. Fans dining and mulling throughout the restaurants, lounges, and other popular areas in the IZOD Center will find themselves face-to-face with the team's players - a memorable opportunity!

It is very interesting to see the New Jersey Nets continue to push the envelope with innovative marketing and sponsorship strategies. We will see how the players and fans respond to this newest initiative!

Source: NBA.com

Turn Your Team Shop into an Experience...

Are you looking for new ways to drive team store sales on gameday? Are you looking for new ways to engage fans at your venue?

As sports organizations look for new ways to spur team store sales, they should consider benchmarking some radical advancements that Disney is planning to make in its 300+ stores worldwide, thanks to the help of Steve Jobs. Jobs is leading a crusade to help Disney turn its retail outlets into experiences. Disney's new retailtainment philosophy is becoming readily adopted by many major retailers across the globe in different fashions.

Sports organizations looking to spur team store sales (not only on gameday but throughout the season) should consider new ways to make consumers feel that their experience is more interactive and engaging and less as a direct point of purchase channel.

Here are some ways that Disney will be transforming the retail experience (and how they can be applied in the sports space):

I. Theatres in-store will allow children to watch film clips of their own selection

Teams can feature private television touchscreens (with headphones) that fans can choose from a variety of past team highlights and celebrations (the on-screen viewing experience could present opportunities to integrate corporate partner messaging/use of personalities). Teams could also offer PC's where fans can remix their favorite team highlights/music and have it emailed/shared through social media channels.

II. Consumers will be able to participate in karaoke contests

Teams can feature a sound-proof booth (or keep it open like Old Spice's previous NASCAR activation) where fans can put on a karaoke performance of the team's theme song (and have this recorded via audio/video and distributed via social media/team page)

III. Consumers will be able to chat live with Disney stars via satellite

During the two (2) hours prior to a home game, teams can offer fans the chance to videoconference a famous alum (former player, coach, etc.) or fellow fan across the world and ask them specific questions about their thoughts on the game plan, etc.

IV. Computer chips embedded in packaging will activate hidden features (e.g. consumers who walk by a magic mirror while holding a tiara will find Cinderella appear and say something)

With technological advancements, teams will soon be able to recreate these special mirrors in team stores where a fan walking by a mirror holding a Peyton Manning jersey will be able to see a 3D Manning appear in the mirror and thank him for choosing his jersey (or supporting the Colts). RFID technology will continue to impact the sports space in many ways in the near future...

V. Employees reward consumers shopping on their birthday with tree lighting, fireworks, and sound animation

Birthdays are a HUGE MISS in sports these days. Teams should follow Disney's model (rewarding consumers with a free park admission pass on their birthday in '08) and look for ways to provide unique offers/experiences for fans on their birthday. Sports organizations should give any person shopping in the team shop on their birthday a free printout of the scoreboard (with a messaging congratulating them) with purchase... there are so many opportunities here!

VI. Stores will utilize scents to enhance the consumer experience 

The opportunities are endless here... incorporate the scents and smells of gameday (fresh grass, grills, new equipment, etc. 

Source: The New York Times - Disney's Retail Plan Is a Theme Park in Its Stores

The Raptors Get Creative With Their OOH Marketing

Are you looking for creative out-of-home marketing ideas? Are you looking for ways to differentiate yourself in the marketplace?

In 2009, the Toronto Raptors created a tremendous out-of-home marketing campaign that drew the attention of many representatives in the industry. The campaign was so well executed by Maple Leaf Sports & Entertainment, it was honored by the National Sports Forum (NSF) as the Best Out-of-Home campaign in sports in 2009.

Check out some of the organization's creative OOH marketing tactics below:

Click HERE for a list of some other NSF ADchievement Award Winners.

The Jays Care Foundation Creates Mobile Giving Initiative

Are you looking for new ways to support your organization's charitable initiatives? Are you looking for ways to drive philanthropic giving on gameday?

The Jays Care Foundation recently unveiled a new initiative that provides Blue Jays fans with an easy way to contribute to the lives of children and youth in need in the Greater Toronto Area and beyond. The Jays Care Foundation teamed up with Rogers Wireless and the Mobile Giving Foundation to create a mobile giving campaign that enables fans to make a donation right in their seats at the game.

The innovative campaign offers Blue Jays fans the chance to make a $5.00 donation to the Jays Care Foundation by texting "CARE" to the short code 20222. The team will use a videoboard vignette starring the team's All-Star 2nd baseman Aaron Hill to explain the program and ask fans for their contributions. The Blue Jays teamed up with Rogers to drive further awareness for the program by announcing that they would match every $5.00 donation made by a Rogers Wireless or Fido customer during the team's game on September 25th.

Mobile giving is definitely a growing trend to watch in the sports marketplace. With donations appearing as a line item on a customer's wireless bill, teams are providing fans with an extremely easy outlet to make a big difference in the lives of many. By creating this mobility and having the assets available to create a compelling call-to-action for fans, look for more teams, charitable organizations, and corporate partners to jump on board with similar initiatives.

Check out the Jays Care Foundation campaign HERE (a wmv file - it may take a few moments to load).

What other organizations are offering similar mobile initiatives?

• Minnesota Wild
• Florida A&M's Athletics Program
• Special Olympics
• Colorado State Athletics Program
• LSU Sports Properties
• University of Tulsa
• The Dikembe Mutombo Foundation
• Washington Nationals

Hebrew National Offers Free Hot Dogs to Fans...

Is your brand looking for new ways to gain media exposure? Are you looking for ways to promote food/concessions items through sporting events?

During a recent game against the Oakland Raiders, Jets rookie QB Mark Sanchez was caught scarfing down a hot dog on the sideline between possessions. Sanchez attempted to apologize and explain the situation, but the damage was already done (garnering some well deserved publicity).

Hebrew National, a ConAgra brand, capitalized on the hot dog frenzy by devising a creative PR ploy that grabbed the attention of the media across the country. The company announced that it would offer free hot dogs to any fans attending an NFL game (with proof of a ticket stub) for the remainder of the season where a quarterback is caught on camera eating a hot dog.

Is the chance of a reocurrence likely? No.

But does it serve as a tremendous PR story for Hebrew National? Definitely.

By responding quickly as an organization, Hebrew National was able to gain thousands of dollars of media exposure and become relevant to sports fans without having to invest large sums of dollars in sponsorship rights, etc. Will the company's PR stunt have an effect on future retail sales? Definitely a possibility (at the very least, Jets fans might always think of Mark Sanchez when they see the Hebrew National brand which isn't a bad thing if Sanchez becomes a premier quarterback in the league).

It would be very interesting to see if an NFL player responded to Hebrew National's call-to-action and attempted the feat (although the NFL would most likely strongly oppose any efforts by Hebrew National as it did with KFC's Super Bowl touchdown ideas).

In the meantime, Hebrew National is offering all fans in attendance at the Jets-Raiders game a chance to redeem their ticket stubs to the game for a free pack of Hebrew National Beef Franks. Fans are being asked to submit their official ticket stub (including valid seat number and game date) and a 3x5 card complete with their name and address to: Sideline Hot Dog Offer PO Box 1026 Grand Rapids, MN 55745-1026. 

Check out a video of Mark Sanchez eating a hot dog on the sidelines below:

The Redskins Push Lottery Tickets at the Pump...

Are you looking for new ways to drive awareness for c-store promotions? Are you looking for new ways to leverage lottery partners?

The Washington Redskins and the Virginia Lottery announced a partnership in June 2009 to create a new $50MM scratch-off ticket that would go on sale just prior to the team's '09 season opener. Fans can purchase the team-branded scratch-off tickets for $20 and have the chance to instantly win prizes between $20 and $1MM.

What's unique about the scratch-off promotion is that the Virginia Lottery has teamed up with c-store locations to market the offer on gas pumps (as shown below). The attractive offer catches the eye of consumers for a solid 3-5 minutes while they pump gas. More organizations should consider using non-traditional OOH mediums like gas pumps to drive home their promotional messaging (especially at c-store locations near their venues).

NBDL Mascot Lives on Billboard to Sell Tickets

Are you looking for new ways to spur ticket sales? Are you looking to leverage a team mascot in a media campaign?

The Utah Flash of the NBA D-League recently called on their mascot, Flash Fox, to pull of an incredible stunt to drive season ticket sales. The team asked their mascot to live atop of a billboard along I-15 in American Fork, UT until the team sold 500 incremental season ticket packages... so he did.

On Friday, October 16th, Flash Fox took residence on a billboard touting the team's "Buy Tickets, Save Flash Fox" campaign and lived there for a full week until the team sold 500 season ticket packages. To pass the time, Flash Fox chatted with fans online, broadcasted his day-to-day actions to fans across the nation via Ustream, and camped out with a tent and a rocking chair.

The Utah Flash did a tremendous job supporting the campaign with a custom microsite (www.saveflashfox.com) that fostered Flash Fox's online fan interaction and linked to official Twitter/Facebook pages that featured frequent posts and video updates. The site featured tickers that detailed how long Flash had been living on top of the billboard and how many tickets still needed to be sold. It also mentioned local companies/persons who purchased tickets in support of the cause. 

When the team successfully sold 500 tickets, it called on the local fire department to help Flash Fox get down and filmed the entire story. Check out a terrific video of the entire campaign here:

Check out some of the media exposure the team received from the campaign:

• Yahoo Sports - http://is.gd/4zBkm
• Fox 13 - http://is.gd/4zBgO

Toronto FC Fans Find a Classy Way Say Thank You

Are you looking for a great way to honor a distinguished teammate, coach, owner, or fan? Are you looking for ways to celebrate the final game of a season?

Toronto FC supporters recently celebrated the team's final game at BMO Field in 2009 by paying tribute to Danny Dichio, a recently retired striker who now serves as one of club's assistant coaches.

Fans of Toronto FC created a massive banner that stretched the length of the entire south end of the stadium to show their appreciation for all that Dichio has done for the club since coming from overseas. Dicho was taken back by the incredible gesture by the team's fans and went on the field to thank them for their efforts. The banner was unveiled prior to the game during the national anthem and then again, after the conclusion of the season finale match.

The team's supporters, the Red Patch Boys and the U-Sector, put in a lot of work to create the largest fan-produced banner in team history. Check out the production process below!

Here is a clip of the banner terrific execution in real-time...

Here is a video compilation of the banner effort and Danny Dichio's thoughts and appreciation:

Looking to Sell More Pizza at Your Venue?

Are you looking for new ways to leverage a corporate pizza partner? Are you searching for ways to drive concessions sales at your venue?

Donato's recently teamed up with Columbus-based Engauge and Clear Channel Outdoor to create a compelling outdoor billboard campaign in an effort to promote the chain's new hand-tossed pie. The pizza chain created a gigantic pizza billboard in downtown Columbus that created an illusion that steam was rising from the pizza (due to it being so hot and fresh).

How did they do it?

According to MediaLife Magazine, Clear Channel Outdoor and an independent contractor installed ducts in the billboard to emit steam. Afterwards, the parties positioned the giant pizza at a certain height on the billboard to create an illusion that the steam was rising from the pizza. The billboard released steam every minute during peak commuter hours in downtown Columbus.

Check out the creative billboard below. This would serve as an effective way for sports organizations to bring their pizza partners' static signage to life in-venue!

Source: PMQ.com

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.

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:

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

The West Coast Conference Goes Viral With Fan Draft...

Is your conference or organization looking to drive buzz with a captivating viral campaign? Are you looking for new ways to stimulate online fan interest?

The West Coast Conference recently unveiled a humorous "WCC Fan Draft" social media campaign that will serve as the primary marketing campaign for each of the conference's eight (8) member institutions in 2009. Fans can view the campaign by visiting one of the eight (8) customized University viral sites: 

• Gonzaga - http://zagsfandraft.com
• Santa Clara University - http://broncosfandraft.com/
• University of San Francisco - http://usffandraft.com/
• Saint Mary's College - http://gaelsfandraft.com/
• University of San Diego - http://torerosfandraft.com/
• Loyola Marymount - http://lmufandraft.com/
• University of Portland - http://pilotsfandraft.com/
• Pepperdine University - http://pepperdinefandraft.com/

It is exciting to see a conference using social media to better its institutions. Organizations that can find a way to scale these type of social media projects across a number of beneficiaries will find that they will deliver better results. The West Coast Conference has been able to successfully drive a significant amount of buzz online already with the campaign. Fans that take part in the viral initiative even have the chance to win tickets to the 2010 Zappos.com WCC Basketball Championships (March 5-8).

The West Coast Conference used funds received through a 2009-10 NCAA Women's Basketball Marketing grant designed to increase awareness, exposure, and attendance of women's basketball. The West Coast Conference is hoping that the targeted viral initiative will result in a 15% increase across the board (awareness, exposure, attendance).  

The humorous campaign is very entertaining but will it drive fans to take action? It will be interesting to see. Check it out below:

Source: GoZags.com

The Packers Celebrate Fans with HOF...

Is your sports organization looking for new ways to recognize its fan base? Are you looking for ways to honor your team's tradition off the field?

Sports organizations looking for new ways to honor and reward their fan base should consider modeling the Green Bay Packers' FAN Hall of Fame initiative. In 1998, the Packers became the first professional football team to establish its own FAN Hall of Fame. Since then, the team has honored eleven (11) avid fans with the honorable distinction and has brought five (5) corporate partners on board.

How does the FAN HOF selection process work? 

• Fans are invited to nominate themselves (or other fans) by submitting a 500-word essay and either a two (2) minute video or picture explaining why they or another person are the ultimate fan and should be recognized
• The Fan Hall of Fame selection comittee, comprised of Green Bay Packers front office staff, trim the list of candidates down to ten (10) finalists
• The ten (10) finalists are profiled in the Milwaukee Journal Sentinel as well as Packers.com. Voting ballots are made available within the Milwaukee Journal Sentinel , on Packers.com, and at the corporate locations of the program's sponsors
• The finalist who garners the most votes is inducted into the Packers Fan Hall of Fame

What do the Packers FAN Hall of Fame inductees receive?

• Four (4) club seats to a Packers home game
• Acknowledgement on the Lambeau Field jumbotron
• $500 Pro Shop gift certificate
• A road trip for two (2) to a Green Bay Packers away game (including tickets/accomodations)
• Recognition on Packers.com (profile)

The initiative serves as a great way for the Packers organization to give back to a dedicated fan base that has supported them for so many years. Look for more established sports organizations to implement similar FAN Hall of Fame initiatives in the years to come!