Let Brands Use Athletes To Capitalize on Birthday Shout Outs

Brands looking for unique ways to celebrate birthdays in-venue should align with team partners to create a scoreboard vignette series that features current team players sending humorous birthday wishes to fans and other recognizable celebrities.

Teams could align with select brands whose businesses revolve around birthday celebrations (QSR's. card stores, confectioneries, ice cream and cakes, jewelry stores, party stores, kids establishments, etc.) to have a duo of players film a :30 scoreboard vignette that features a mix of recorded messages.

The vignettes can be filmed during a morning practice session and edited in time to be featured on the scoreboard that same night. Teams could charge fans for the live birthday shout out or make it available gratis with a corporate partner on board. All fans who receive a special shoutout on the scoreboard can pick up a special birthday premium at will call as a celebratory gift. Teams could ask that fans submit their birthday dates/information online, via social media channels, or via text in-arena.

As an example, check out how Dwyane Wade and LeBron James of the Miami Heat send a special brithday wish to The Rock, Dwayne Johnson:

Partnership Activation Goes Live on the Row Show

If you have a few minutes available, check out the new episode of the Row Show, one of the premier sports business talk shows in sports! I had the privilege of being featured on the show as a guest speaker and would encourage you to check it out on a bi-weekly basis.

Jason Cole and Jonathan Dusing do an incredible job highlighting recent trends and technologies in the space - everything from social and mobile media to innovative marketing practices.

Here is a quick rundown of some recent guest speakers on the show:

Episode 43 - Brian Gainor, GMR Marketing and Partnership Activation

Episode 41 - Jamie Diloreto, Boston College Athletics

Episode 38 - Brian Bowsher, Marquette Athletics

Episode 36 - Craig Pintens, LSU Athletics

Episode 33 - Dan Harbison, Portland Trail Blazers

Episode 30 - Brendan Wilhide, Sports in 140

Episode 27 - Sam Taggart, Vaynermedia

Episode 25 - Jeramie McPeek, Phoenix Suns

Episode 20 - Russell Scibetti, New York Jets and TheBusinessofSports.com

Episode 12 - Andy Rentmeester, Oakland Raiders

If You Want to Get a Job in Sports - Read This.

When was the last time you came across a passage that you felt was so compelling that you wanted to share it with all of your friends and colleagues in the industry? For some, this exercise takes place every day. For others, just once or twice per year.

I recently had an opportunity to read Seth Godin's latest New York Times bestseller, Linchpin, and there was one particular section that I felt was truly insightful and applicable to all sports business professionals, notably job seekers and those looking to take that "next step" in their career.

Enjoy.

I wanted to send a special thanks to Jason Belzer of GAME, Inc. for thinking of me and sharing Linchpin - what a terrific read. If you have a moment, check out all of the terrific things that Jason is doing with GAME Inc., including the launch of a company new website! 

Do You Need a Resume?

This is controversial, but here it goes: if you’re remarkable, amazing, or just plain spectacular, you probably shouldn’t have a resume at all. If you’ve got experience in doing the things that make you a linchpin, a resume hides that fact. A resume gives the employer everything that she needs to reject you.

Once you send me your resume, I can say, “Oh they’re missing this or they’re missing that,” and boom, you’re out. Having a resume begs for you to get a job as a cog in a giant machine. More fodder for the corporate behemoth. That might be fine for average folks looking for a average job, but is that what you deserve?

The very system that produced standardized tests and command-and-control model that chokes us also invented the resume. The system, the industrialists, the factory … they want us to be cogs in their machine – easily replaceable, hopeless, cheap cogs.

If you don’t have a resume, what do you have? How about three extraordinary letters of recommendation from people the employer knows or respects? Or a sophisticated project an employer can see or touch? Or a reputation that precedes you? Or a blog that is so compelling and insightful that they have no choice but to follow up?

Some say, “Well that’s fine, but I don’t have those those.” Yea, that’s my point. If you don’t have these things, what leads you to believe that you are remarkable, amazing, or just plain spectacular? It sounds to be like if you don’t have more than a resume, you’ve been brainwashed into compliance.

Great jobs, world-class jobs, jobs people kill for – those jobs don’t get filled by people emailing in resumes.

The only way to prove (as opposed to assert) that you are an indispensible linchpin – someone worth recruiting, moving to the top of the pile, and hiring – is to show, not tell. Projects are the new resumes. If your Google search isn’t what you want (need) it to be, then change it.

Change it through your actions and connections and generosity. Change it by so over-delivering that people post about you. Change it by creating a blog that is so insightful about your area of expertise that others refer to it. And change it by helping other people online.

UT Chattanooga Uses April Fools Prank to Drive Ticket Sales

The University of Tennessee at Chattanooga Athletics Department played a clever trick on their loyal fanbase on Friday, April 1st (April Fools Day) that served as a great way to generate excitement around the upcoming football season.

UT Chattanooga posted an announcement on their Athletics Website declaring that the University would be officially changing their school colors from traditional Blue to an environmentally friendly Green. The extensive writeup included mockups of the new school logo, quotes from UTC Athletic Director Rick Hart, and even an official "Blue + Gold = Green" tagline that supported the overall campaign.

The real trick was played on fans when they attempted to click on several hyperlinks throughout the official announcement to learn more. The hyperlinks were directed to a landing page declaring to readers that the campaign was an April Fools Joke and as a reward for their active participation, they would receive a special one-day ticket offer for the upcoming 2011 football season. Fans could receive (1) free meal voucher for each of UTC's home games during the 2011 season with the purchase of season tickets.

UTC's April Fools Day campaign was very clever and well-thought out... a simple way to generate some buzz around non-traditional holidays throughout the calendar year. Per GoMocs.com, the campaign generated 2,000 unique hits in the 16 hours it was featured live on the site - four (4) times the amount of traffic a non-preview/recap story would normally receive. The campaign ended up generating 31 new season ticket sales in 16 hours, which is a pretty notable figure given the fact that the University has a season ticketholder base just over 2,600.

Click here to learn more about the results of the campaign.

March 2011 Partnership Activation 2.0 Newsletter

Thank you for coming to check out the March 2011 Issue of the Partnership Activation 2.0 Newsletter. If you have a moment, we woulld really appreciate it if you would share the newsletter with friends and colleagues in the industry via email, Twitter, LinkedIn, and/or your personal blog using this shortened URL - http://bit.ly/fwpr2S.

This month's newsletter features a collection of insights, including:

• State Farm Territorial Cup Series
• Creative Tactics From Across Minor League Baseball
• Industry Watch: Panoramic Fan Cams
• Crowd Flash Mobs
• Year of the Beard Campaigns
• Personalized Field Boards
• Marketing Activity Around the 2011 NCAA Men's Basketball Tournament
• Range Rover's Wireframe Campaign
• Dimensional Innovations
• The Migala Report Re-Launched
• Creativity in the Sports Marketplace
• March 2011 Partnership Activation Rising Stars
• Colorado Rapids' Ambush Marketing Tactics
• The Trenton Thunder's "Tweet Your Seat" Campaign
• A Look at the 2011 NBA All-Star Game Festivities
• 5 #SportsBiz Professionals You Must Follow on Twitter
• Activation and Branding at the 2011 Daytona 500
• 3 Terrific Concepts From The Idea Box

Click here to check out the March 2011 Newsletter, connect with other readers in the official Partnership Activation LinkedIn Group, and follow Brian Gainor on Twitter for additional sponsorship/marketing tactics throughout the month!

If you are interested in signing up for the newsletter, please send an email with "Subscribe" in the subject line to newsletter@partnershipactivation.com. In the body of the email, please include your name, company affiliation, and contact information when subscribing. 

The Simple Twitter Guide for Sports Business Professionals

Twitter is an extremely simple communication platform but there are many misconceptions out there about how it can effectively be used, etc. With many individuals of all ages getting on Twitter and asking their business associates for assistance, etc. we wanted to provide a guide to effectively use Twitter as a communications platform in the sports business space. 

Here are a list of tips that can enhance your communication efforts on Twitter:

Tweets

1. While 140 characters are available for use in a tweet, the basic rule of thumb is to use a maximum of 120 characters, leaving 20 available for others to retweet your message

2. With a significant number of users monitoring Twitter via their mobile phone, it's best to keep tweets as short as possible so they can easily retweet without hassle

3. In an effort to minimize the length of tweets (and include valuable content) consider using URL-shorteners like Bit.ly and is.gd.

• To simply use these URL shorteners, copy the URL of the site/content you want to drive traffic to, paste it into the URL shortener, click "Shorten!" and then copy and paste that URL into your Tweet

Content

1. Content is key on Twitter - the more original, insightful, enriching, interactive and unique the better...

2. Terrific platforms to acquire unique content to share with others include: YouTube, Flickr, Google Alerts, Quotes, Publications that Report Statistics, and Blogs

3. The best time of day to tweet (and have your tweets noticed) by working professionals is between 8-11am EST, when most people are beginning their day in all time zones across the U.S. and are checking their emails, social media, and communication platforms

4. People love viewing pictures and video - so don't be shy to call those items out in your tweet

Profile

1. It is important to fill out your complete profile with a photo, short bio, URL (whether that's for your business, personal blog, LinkedIn profile, etc.), and location - people like knowing who they are communicating with... this is incredibly important

2. Create a captivating background for your profile. While you may not have the most artistic/creative abilities, someone in your company or personal network likely can assist you with developing a background for your profile. Elements to consider including are: QR codes, contact information, corporate partner logos, professional imagery, stylish designs

3. Get a professional headshot taken (you will need it at some point in your career; start now) and use it as the photo of your profile

Communication Efforts

1. Twitter is a communication portal, not a press release. Therefore, it is important that you interact on Twitter with two-way communication. If you do not feel comfortable responding to individuals openly (via RT's), send them a Direct Message thanking them for following you, retweeting you, and/or communicating with you

2. Take time out of your day to monitor the Twitter feed to see what others in your industry/network are Tweeting about and RT content that you feel would be valuable for others

3. Twitter is a terrific tool for networking purposes. Seek out others in your industry/extended network and converse with them... Active users love opening their Twitter platform to find that people are reaching out and communicating with them directly

4. If you use your Twitter platform for business purposes, consider linking it to your LinkedIn profile so you can stay active on both platforms. Within your profile on LinkedIn, there are areas to post your Twitter profile and also embed your Twitter feed ... so it will show up in your communication feed. But only do this if you use Twitter as a communication platform for business/networking purposes

Twitter Platforms

1. While some Twitter users prefer to use the general Twitter platform (www.Twitter.com), most choose to use other platforms that enable them to follow lists and post tweets from multiple accounts more easily

2. Commonly used (free) Twitter platforms include HootSuite and Tweetdeck. From a mobile standpoint, there are a range of options to choose from (ranging from free to a few dollars) which you can access by going to the app store on your phone, typing in Twitter, and downloading the most highly recommended applications   

Using Twitter for Networking / Biz Dev Purposes

1. Twitter serves as an effective means to directly connect with professionals working in your industry. Seek out these individuals by:

•  Monitoring who your friends/colleagues follow - scroll through the lists of individuals your friends/colleagues follow (or have following them) and follow individuals who appear to have similar backgrounds/industry interests as yourself
• Search for other sports business professionals on Google. Simply search, "Individual's name" "Twitter" and you will usually find a direct link to that person's Twitter handle in the Top 5 search results if they are using the platform
• Search for industry keywords like "sports" "sports business" "sports marketing" "sponsorship" "ticket sales", etc. on We Follow to see a full list of other sports business professionals
• Search your friends/colleagues' Lists (which are usually segmented by topics like "College Athletics" "Sports Marketing" "Sports Business" "Athletic Directors")
• Search on Google for list topics, including "Insert Topic" (i.e. Sports Marketing) "Twitter" "List"

2. Turn Twitter connections into personal connections by setting a goal to meet X individuals in person throughout the year at conferences, networking event, lunches, happy hours, etc.

3. Partake in live educational chats. A current group of individuals, led by Lou Imbriano and JW Cannon, lead a weekly sports business industry chat using the hashtag #sbchat

Lists

1. Lists on Twitter serve as a great way to manage all of the different segments of individuals you choose to follow on the platform.

2. Use Lists effectively to segment those you follow (especially if it's a number exceeding 500) into categories like "Global Sports" "Sports Marketing" "College Marketers" "Brands" "Sports Properties" "Athletic Directors", etc.

3. While it takes a little while to segment those you follow into groups, Twitter Lists can serve as an effective means to follow a wide range of individuals and topics, especially when using HootSuite or TweetDeck, where you can monitor multiple lists at once 

HashTags

1. People use hashtags, which are commonly used terms (e.g. sponsorship) or relevant topic matter (MarchMadness) with a number sign in front (e.g. #sponsorship, #MarchMadness) to communicate directly with others interested in the topic. When using Hootsuite/TweetDeck, you can set up specific columns to follow hashtags and/or you can use the Twitter search button to search for hashtags (e.g. relevant topics) the same way that you would search for other Twitter users

2. Begin following #SportsBiz, #sponsorship, #sbachat, and #MarchMadness to get a feel for the best way you can use hashtags

Syracuse Athletics Turns to NYC Taxis to Drive Awareness

Under the direction of Athletics Director Dr. Daryl Gross, Syracuse Athletics has invested in an aggressive marketing campaign that includes SU Athletics branded taxi tops in New York City as well as the NY logo on the back of the football team's helmets.

With New York City serving as a key battleground for the Orange, the Athletics Department has turned to taxis, buses, and billboards as effective means to drive awareness and excitement for Syracuse football and basketball.

The efforts have proven to be a great way to position Syracuse Athletics as New York's College Team with 45,000+ alums living in the Metropolitan Area. Check out some photos of their branding initiatives below:

              

  

Lynx Uses Augmented Reality to Make a Splash at Victoria Station

Unilever recently teamed up with Bartle Bogle Hegarty (BBH) to create a captivating augmented reality campaign at London's Victoria Station in an effort to drive buzz and awareness for the Lynx brand (an extension of Axe in the UK).

Unilever created an initiative where consumers could stand on a special floormat within Victoria Station and see themselves interacting with virtual Lynx Angels (models) on a giant video board near by. The augmented reality campaign attracted the attention of thousands of consumers passing through the busy locale and served as a great way for the brand to create a viral piece that has generated plenty of buzz in the digital realm.

Unilever's campaign is very interesting because it is a tactic that could be replicated by professional sports organizations looking to make a splash in a high-traffic location prior to the season, during key events (All-Star weekend, etc.), or during the offseason. Teams could work with a local agency to create digital footage of players and embed it in an augmented reality campaign that truly engages fans at a moment when they least expect it.

Check out the Lynx Angels campaign below:

CBS Outdoor Delivers a Best-In-Class Billboard Campaign for the Twins

CBS Outdoor recently posted a tremendous video that showcases the work involved with creating a captivating outdoor billboard campaign to promote the grand opening of the Target Field in 2010. The video details all of the work involved with the installation phase of the OOH project, providing viewers with an inside look at all of the elements involved with creating a best-in-class campaign to promote the Twins new home for years to come.

Check out the video below: 

Capture Unique Viral Content While on Team Roadtrips

Borussia Dortmund, a notable German soccer club in the Bundesliga league, recently made headlines when it released a sensational viral that features the team performing stunts while traveling on the team bus. The clip features a player kicking a soccer ball out of the front door of the team bus only to have it bounce off the wall of an overpass and into the hands of the team goalie, who is standing in the doorway in the back of the bus.

The viral, which involves some creativity and computer trickery (likely), demonstrates how sports organizations can look to generate unique content on the road and during other unlikely situations.

Check out the interesting clip below:

The 2011 NHL Heritage Classic - From a Fan's Perspective

The National Hockey League recently treated fans to an incredible experience at the 2011 Heritage Classic. The outdoor hockey game, hosted at McMahon Stadium in Calgary, Alberta was a huge success - attracting 41,000+ fans and a plethora of Official Partners with extensive activation displays on-site.

Enclosed below is a terrific video that highlights the fan experience at the 2011 NHL Heritage Classic. As depicted in the video, fans enjoyed a complete hockey experience that included shooting competitions, youth hockey, street teams, beer gardens, giant inflatables, pre-game flyovers and fireworks, and music and entertainment.

Check it out now:

Here are two (2) additional videos for your enjoyment:

Carlton Tests the Skills of Fans with Massive Magnatron Display

Carlton Draught created a huge splash around the AFL Grand Final in September 2010 by erecting an enormous Magnatron game that offered fourteen (14) lucky contestants a chance to win $100,00 worth of prizes. Carlton created a replica of the game, which consumers commonly play in bars using mini-cranes to pick up plush toys and other small prizes, that stood a massive 10 stories high at the Melbourne Cricket Ground.

Carlton provided the (14) select contestants with a chance to operate a 30m crane with a 750kg magnet attached to try to pick up a variety of prizes, including a Toyota HiLux vehicle, a 10-year AFL Grand Final hospitality package, and $5,000 cash from a Carlton Draught ATM. Contestants were tasked with positioning the Magnatron over a prize they desired, lining up the magnet, and aiming to ensure that they successfully clasped a valuable item.

Consumers could enter for the chance to be (1) of (14) select participants by participating in an on-pack and/or on-air promotion that Carlton executed in the marketplace. 

Check out the unique Magnatron activation stunt below: 

AIK Creates a Campaign Based on Superstitions to Jinx Gothenburg

Superstitions have played a significant role in sports for hundreds of years. While some are short-lived, others have been passed on by players and fans from generation to generation. In August 2010, Stockholm's largest soccer club, AIK, capitalized on the craze around superstitions with a tremendous campaign designed to jinx its upcoming opponent, Gothenburg.

AIK developed a "Jinx Gothenburg" initiative that encouraged fans from across Sweden to partake in a psychological experiment to see if it was possible to make Gothenburg unlucky in their upcoming match. The team created a special microsite that enabled fans to choose which bad luck symbols (mirrors, ladders, black cats) they would like to see placed in the town of Gothenburg in the weeks leading up to the game. To help the experiment come to fruition, fans could lend their own bad luck symbol or text in a donation to support the cause.

Two weeks prior to the game, AIK organizers transported a truck with bad luck symbols to Gothenburg and set them up throughout the town. The team videotaped citizens of Gothenburg interacting with the bad luck symbols and offered live streaming for AIK supporters to enjoy the entertainment.

While the campaign didn't end up working in the team's favor (they lost), it did generate a significant amount of media attention throughout Sweden and served as a stimulus for conversation about the AIK club both online and offline.

Check out a video detailing AIK's efforts below:

February 2011 Partnership Activation 2.0 Newsletter

Thank you for coming to check out the February 2011 Issue of the Partnership Activation 2.0 Newsletter. If you have a moment, we would love it if you would share the newsletter with friends and colleagues in the industry via email, Twitter, LinkedIn, and/or your personal blog.

This month's newsletter features a collection of insights, including:

• Innovative Recycling Kiosks
• Creative Promotional Tactics From Across the NBA
• Navigate Marketing Industry Spotlight: Camera-Visible Signage
• Three Things You Need to See: Reality Touchscreens, Interactive Architectural Mapping, Helmet Cams
• Engaging Fans Via Facebook Fan Night Promotions and Social Media Days
• Kia Leverages Media Buys with Augmented Reality
• Nouveau Jour Activates Orange's Sponsorship of the RBS 6 Nations Rugby Tournament
• The Deloitte Football Money League Report
• Creativity in the Sports Marketplace
• February 2011 Partnership Activation Rising Stars
• Visa Canada's Hockey Love Hurts Campaign
• The Charlotte Bobcats' Social Network Challenge
• A Close Look at the 2011 NHL All-Star Weekend
• Five (5) People You Must Follow on #SportsBiz
• Creative Tactics From Super Bowl XLV
• Creative Messaging Campaigns
• Puma's After Hours Athlete Campaign
• Leveraging Pet Partnerships With "Pup Rallies"

Click here to check out the February 2011 Newsletter and be sure to follow Brian Gainor on Twitter for additional sponsorship/marketing tactics throughout the month!

If you are interested in signing up for the newsletter, please send an email with "Subscribe" in the subject line to newsletter@partnershipactivation.com. In the body of the email, please include your name, company affiliation, and contact information when subscribing. 

Red Bull Continues to Give Fans a Whole New Perspective of Sports

Over the past few years, Red Bull has done an absolutely remarkable job revolutionizing the sports space that we live and work in. All across the globe, Red Bull mesmerizes consumers with unconventional sports events and marketing practices that generate consumer interest in non-traditional and emerging sports.

In the past week alone, Red Bull released four (4) extremely interesting videos showcasing how the brand continues to bring sports to life in new ways and create new fan perspectives. Check out the four (4) videos below, especially the floating BMX park in Florida, which is downright unbelievable.

Red Bull Bargespin Floating BMX Park - Florida Intercoastal Waterways

Red Bull created a five-day event on the waterways of Florida that featured the world's best BMX riders performing tricks and skills on a floating BMX park.

Red Bull - A Day with Reggie Bush at Super Bowl XLV

Red Bull leveraged its partnership with Reggie Bush by profiling his time and activities at Super Bowl XLV weekend in Dallas. Red Bull provided fans with a behind-the-scenes look at how NFL players spend their time while in town for The Big Game. The viral served as a great way to support Red Bull's endorsement and drive some value during the off-season.

Red Bull-Travis Pastrana NASCAR PR Launch Event - Staples Center

Red Bull celebrated its partnership with Travis Pastrana, the newest driver in the NASCAR Nationwide Series, by featuring a special NASCAR PR Launch event outside Staples Center in Los Angeles. Red Bull then gave fans a behind-the-scenes peak at Pastrana Waltrip Racing... expect much more to come from this relationship in the NASCAR Space

Red Bull Crashed Ice - Valkenburg, Netherlands

The Valkenburg Red Bull Crashed Ice consisted of speed skaters racing down a 385-meter long ice track in front of 25,000 spectators.

Enhance Stadium Concourse Signage with QR Code Giveaways

Corporate partners looking for new ways to engage fans on gameday should consider featuring QR code displays within the stadium concourse that deliver unique, interactive content. Brands leverage QR codes on back-lit displays to distribute free music downloads, gameday programs, virtual premium giveaways (wallpapers, animated characters, 3D characters), free mobile subscriptions, video vignettes, books/magazines, interactive games, and highlight reels to fans.

Firstbank, Colorado's largest locally owned bank, recently engaged travelers at Denver International Airport with three (3) engaging billboard displays featuring QR codes that offered free books, Sudoko, and crossword puzzles. Each of the billboards featured specific messaging that explained to travelers how to access the free content.

Program Details:

• Firstbank estimated that it would give away 7,000 books, Sudoko games, and crossword puzzles over a 5-month span
• The process of downloading a book to a smartphone via QR reader took less than 30 seconds
• Firstbank offered twelve (12) classic books, three (3) crossword puzzles, and Sudoko for travelers
• Consumers could download via mobile phone or online at efirstbank.com/books

Teams could look to replicate this concept within their stadium venues (on behalf of corporate partners) or as a unique messaging campaign in the marketplace. For example, teams could leverage their partnerships with airline partners to feature signage inside airports offering free team content (highlight reels, gameday programs, special offers) to travelers as they wait for their flights. This could also be replicated with auto partners (in waiting rooms), grocery store partners, electronics partners, etc.

Check out Firstbank's terrific airport marketing campaign below:

 

The Boost Mobile Knicks Groove Truck Hits the Streets in NYC

The New York Knicks have teamed up with Boost Mobile to create a mobile tour that serves as a focal point of the team's community efforts. The two entities are partnering on a Boost Mobile Knicks Groove Truck grassroots initiative that brings the excitement of Knicks basketball to the local community and private events.

The Knicks Groove Truck is a branded box truck equipped with televisions and basketball hoops built into the side, that travels throughout the city hosting basketball clinics, skill competitions, XBOX 360 game tournaments, and free throw and 3-Point shooting contests for fans to enjoy. All participants who engage with the Groove Truck's offerings can win Knicks-branded premium items, tickets, merchandise, and more. The Knicks plan to take the vehicle to 100+ events, including street fairs, festivals, schools, basketball tournaments, and private parties.

Boost Mobile signed on as the Official Wireless Telecommunications Partner of the New York Knicks in October 2010 and are leveraging their marketing partnership in the community (Groove Truck, player appearances at retail, March to the Garden 3-on-3 tournament, Knicks poetry slam, Knicks Bowl) as well as in-arena with a Boost Mobile Celebrity Row initiative that features Knicks reporter Jill Martin interviewing celebrities seated courtside for games at the Garden. Knicks fans and Boost customers can win opportunities to experience Boost Mobile Celebrity Row and win chances to receive A-list treatment.

Check out some photos of the truck below. The Knicks did a really nice job teaming up with SkinzWraps to wrap the vehicle and include details about their social media offerings on the back door. The Knicks truly understand the power of social media!

The "Human Billboard" Campaign Has Sports Implications

Sports organizations looking for new ways to make a huge splash in the offseason with a nominal marketing budget should consider benchmarking a terrific campaign recently implemented by ING Direct in Italy.

ING Direct had discovered that word-of-mouth referrals by existing customers served as a key driver for bringing in new business. ING looked to bring this notion to life by teaming up with Leo Burnett Milan to create a "Human Billboard" campaign that featured real customers sitting and standing atop billboards, strapped onto the side of city buses, and positioned on elevated displays in high-traffic areas inside a city setting.

The campaign proved to be tremendously popular, as consumers passing by the displays interacted with the brand activists, creating banter that was filmed and featured in an effective advertising campaign. 

The concept of the "Human Billboard" could have a number of implications in the sports space. Minor league teams looking to drive interest and awareness in the local marketplace could leverage season ticket holders and enthusiastic supporters in a similar fan-centric campaign. Marathons, triathlons and other major events could also implement a similar promotional concept to show how "real" participants are. Apparel companies and other manufacturers of products endemic to sports could also consider benchmarking the ING Direct campaign to bring product launches to life, etc.

Check out the terrific campaign below!

The Future of Stadium Signage - For Auto Partners

Honda recently teamed up with GT Media, JC Decaux, and Puca to develop an innovative outdoor messaging campaign designed to engage young, male consumers and demonstrate the innovative attributes of its automobiles.

To generate buzz around the launch of the new Civic R Series in Ireland, Honda displayed a large, interactive billboard in the trendy streets of Dublin that allowed consumers to actually start the car (featured on the billboard) by texting "START" to a designated shortcode (51500). Upon doing so, the call-to-action signalled the lights on the car to light up and smoke to exit from the car's exhaust pipes on the billboard.

Consumers that engaged with the billboard received a bounce back link to a Honda mobile brochure, providing additional details about the car, and also had an opportunity to receive a free ringtone of the car's engine roar if they engaged with the billboard via Bluetooth technology. The four-week campaign ran during June 2010.

Honda's innovative billboard technology serves as a great benchmark for sports organizations looking for new ways to take their signage to the next level, notably in baseball. While a billboard with interactive elements could not be run in-stadium during play, there is plenty of down time during games (between innings, pre-game, post-game, pitching changes, etc.) when brands could engage with fans via SMS technology without having to feature personnel on-site to operate the signage.

Look for a number of sports organizations to begin experimenting with SMS technology to take their stadium signage and brand activation to the next level!

Source: Puca

January 2011 Partnership Activation 2.0 Newsletter

Thank you for coming to check out the January 2011 Issue of the Partnership Activation 2.0 Newsletter. After checking out the newsletter/site, I hope you have some time available to spend with family and friends, for that is the most important thing in life.

Let's make 2011 a great year! Thank you again for your interest in Partnership Activation and I look forward to having the opportunity to connect with you in the near future!

This month's newsletter features a collection of insights, including:

• Marquette Athletics - BIGNOGGINS
• Creative Promotional Tactics From Across College Athletics
• Creating Concessions/Merchandise Apps that Benchmark the Carl's Jr. Happy Star Rewards
• Synergy Events' Activation on Behalf of Reebok at the NHL Winter Classic
• Hot Off the Press: Networking is a Contact Sport
• Creativity in the Sports Marketplace
• January 2011 Partnership Activation Rising Stars
• Social Media Watch: Preseason/Post-Season SM Inventory
• Brand Activation at the 2010 China Open
• The Ashes Cricket Series
• Three Things You Need to See: Word Lens, Interactive Digital Signage, and Multiple Dance Cams
• Five #SportsBiz People You Must Follow on Twitter
• Activation and Branding from the NHL Winter Classic
• Creativity From the Idea Box

Click here to check out the January 2011 Newsletter and be sure to follow Brian Gainor on Twitter for additional sponsorship/marketing tactics throughout the month!

If you are interested in signing up for the newsletter, please send an email with "Subscribe" in the subject line to newsletter@partnershipactivation.com. In the body of the email, please include your name, company affiliation, and contact information when subscribing.