Increase Your Brand's Relevancy In-Broadcast...

Are you looking for ways to enhance your brand's relevancy in-broadcast?

Toyota had similar objectives in early 2008 when it collaborated with FoxSports en Espanol to create an integrated advertising campaign in-broadcast to promote the launch of the new Toyota Corolla.

The campaign, termed "The Lineman" incorporated action-packed banners into the live programming of the Copa Libertadores tournament positioned strategically in the lower frame of the screen, seamlessly integrating :15-second entertaining videos that looked like they were part of the action:

• In one, a flag-waving lineman is distracted from the match by a huge billboard of the 2008 Corolla on the field.
• In another, a photographer shooting the match stops to stare at the billboard.
• The third video features a player warming up to go into the game, until he sees the Corolla sign.

The realism in each of the videos make the television viewer believe that the lineman, reporter, and a substitute player are truly distracted by their love for the new Toyota Corolla. The piece was so well done, it recently won Advertising Age's 2008 Best of Show Award.

To see the clip, click here (disregard the Spanish messaging/commentary - just watch 1:00 mark) - this non-traditional sports advertising is a "must see"!

A Look at the NFL - Week 7

Here is a quick look at some best practices and unique tactics from around the NFL during Week 7:

Unique Press Box Branding - The San Francisco 49ers found a unique entitlement partner for their press box at Candlestick Park.

Unique Premium Giveaways/Offers - Eagle fans love their Yuengling. Could we potentially see corporate partners (who have rights to marks, etc.) soon begin offering redemption programs offering fans a replica jersey with the company's name on the back?

If fans become receptive to such a promotional offer, it could serve as a great way for companies to receive some non-traditional branding in-venue - the success of such an offer is largely dependent on the brand (e.g. it could potentially work very well for Seattle Seahawks-Jones Soda but probably not for the Charlotte Bobcats-Bojangles)

Unique Ways to Leverage Corporate Partners - Does your organization currently have an Official Cigar sponsor? The Washington Redskins have collaborated with Club Macanudo to bring cigars to the tailgating fans by having staffers circle the parking lots on golf carts with cigars for sale... The marketing tactic is a great way to drive awareness for the Club Macanudo Cigar Bar, located between Sections 306-308 at Fed Ex Field and deliver value to the fans!

Unique Ways to Sell Products - Football fans in DC have fallen in love with a unique version of ladder golf, the NFL Ladder Golf Toss

Unique Ways to Drive Impressions - Looking to drive attention to your sign in-venue? Work with your corporate partners to situate a band (or another form of entertainment) in front of it. By having signage that is perched just above the group entertaining fans in-venue (e.g. the Toyota signage in the photo below) and you are guaranteed incremental media visibility and eyeballs in-venue.

Taking a "Corporate Look" at the '08 Red River Rivalry...

Fans across the nation had the pleasure of watching one of college football's finest games of 2008 - the Red River Rivalry between the University of Texas and the University of Oklahoma. The contest, traditionally played at the Cotton Bowl, featured some exciting action on and off the field for consumers to enjoy. Enclosed below is a breakdown of some of the sponsorship, activation, and branding highlights from the game:

Halftime Card Display - At halftime, fans in attendance took out colored sheets of paper that were placed at their seats prior to the game that spelled out "Boomer Sooner", displayed the University of Texas longhorn logo, and the Carl's Jr. logo.

Light Signage - Each of the major light fixtures at the Cotton Bowl were adorned with corporate signage. The signage received tremendous coverage on ABC.

Unique Ticket Branding - Tickets for the Red River Rivalry featured an AT&T branded logo that extended outside the traditional ticket size

Unique Rock Band Mobile Display - A Rock Band mobile display was featured outside the Cotton Bowl for fans to enjoy. The mobile, which tours State Fairs across the country, provided fans with a unique entertainment piece prior to the game.

Branded Team Planes - The planes transporting the teams, cheerleaders, and support staff were branded with the Red River Rivalry logo

Ample AT&T Activation On-Site - AT&T has done a tremendous job driving value out of this property. The wireless company featured an ample amount of activation/branding in-venue and outside the stadium gates

Branded Trash Cans on the Sideline - Trash cans situated on the sidelines prominently displayed Texas State Fair branding. This idea can be benchmarked by teams looking to leverage waste management partners.

New Fashion Trends? Female Oklahoma fans wore dresses featuring the words "Boomer" and "Sooner" - outfits made for fans to go to the game in pairs... Are there similar clothing schemes that can be made for your institution/property?

A Look at the NFL - Week 6

Here is a quick look at some best practices and unique tactics from around the NFL during Week 6:

For Sunday's home opener at Reliant Stadium, the Texans' video board cued up an animated rendition of the old Super Mario Bros. Nintendo game, complete with Super Mario theme music, with "Super Mario Williams" tossing Manning aside in the clip

Buccaneer fans created their own version of the Cheesehead - an idea we could soon see replicated by fans of Packer opponents across the league

The Dolphins prominently featured a new banner in the upper deck that details how fans can use a text messaging means to report unruly neighbors in the stands

Olympic gold medalist Michael Phelps served as the honorary guest for the Ravens-Titans pre-game coin toss, a game played in Phelps' hometown of Baltimore

Eagle fans give a whole new meaning to the phrase "Go Green"

Looking for a Creative Way to Drive Beer Sales?

Are you looking for a creative way to drive alcohol sales in-venue? Are you looking for new ways to leverage your supporting beer providers?

The Vancouver Canucks created a unique LED messaging piece - "Beer Exit Routes are Located to Your Left and Right" - to remind fans that beers are only a few steps away from their seats... It's time to go purchase!

Are You Maximizing the Value of Your Giveaways?

Are you receiving maximum value from the stadium giveaways that your company endorses?

Giveaways have become commonplace in today's sports society. With teams distributing giveaways on a regular basis (the Florida Marlins offered 140 giveaways/promotions in 2008), fans have come to expect these items when they head to the ballpark for a game... Unfortunately, giveaways are still considered commonplace in the eyes of many sponsors as well.

Who has done an effective job leveraging their premium giveaway nights?

AIG's execution of their "Endy Chavez Bobblehead Night" on July 13th, 2007 was exceptional:

• AIG distributed 25,000 branded Endy Chavez bobblehead boxes to Mets fans
• AIG  promoted the giveaway to fans entering the stadium gates using billboards adjacent to the stadium ticket box office
• AIG reiterated their sponsorship of the giveaway in-game using the main video board and alternative outfield signage 

AIG after all had good reason to exhaust so much energy into the Endy Chavez Bobblehead Night. Chavez made an exceptional catch while crashing into the AIG outfield wall signage during Game 7 of the 2006 NLCS, a moment that provided AIG significant publicity in print publications across the globe. Three (3) weeks after the sensational catch, AIG's earnings and shares surged to their highest value in 21 months!

Do You Want Team Employees to Live and Breathe Your Brand?

Are you looking for ways to have team employees live and breathe your brand? Are you looking to instill your corporate culture in the stadium environment?

Sports Business Journal featured a very interesting article this week profiling Red Bull's efforts to drill its brand messaging into the minds of the New York Red Bulls team staff. Team management hired Global Interface Consulting Group to create a course teaches the principles of the Red Bull brand to all stadium employees held under contract. Everyone from team staff to custodians to security guards will be required to attend the training session, which details company information, game day expectations, and the roles of personnel on-site. The team estimates that 1,500 people will take the course.

The "brand education" sessions are being implemented as the New York Red Bulls prepare to launch their new stadium in Harrison, New Jersey in 2009/2010. Check back for more details on the team's preparations and other innovative brand building strategies!

Interested in Bringing Your Sport to the City?

Are you looking to drive more buzz and interest for your sport/organization in New York City? Are you looking for a unique idea to help you promote the game of golf?

In 2007, UBS took "city golf" to the next level with "The UBS Golf Challenge: Experience THE PLAYERS Championship at Rockefeller". UBS created an interactive exhibit at the Rockefeller Center that featured a scaled replica of THE PLAYERS Stadium Course's iconic island 17th hole.

Fans were provided the chance to hit a shot onto an island green surrounded by water ( the shot approximately 50 yards - 1/4th the distance of the actual hole at THE PLAYERS Championship). The exhibit attracted a wide variance of ongoers and participants, including businessmen, locals, and tourists. 

The USB exhibit also featured a putting area, full-swing net, golf pros on-site, and a giant LED television broadcasting the tournament for consumers to enjoy the ultimate golf experience.  Tishman Speyer partnered with Cutlip Golf Design to recreate the famous 17th hole and transform Rockefeller Plaza into a unique golf experience. The promotional exhibit required 3,500 square feet of sod, 31,000, gallons of water, 40,000 pounds of fill, and a large amount of netting.

USB, a Proud Partner of THE PLAYERS Championship, initially rolled out the free-of-charge exhibit at the 2006 TPC at Sawgrass tournament. Check out the interactive exhibit at Rockefeller Plaza below:

When it Comes to Licensing, Think the Unthinkable.

Do you think you have seen it all when it comes to licensed products? Are you currently brainstorming new product ideas that you can bring to market based on the recent success of your sport?

Could Michael Phelps and the USA Swimming Team bring back the Speedo? Could Misti May -Treanor and Kerri Walsh bring out a new beachwear look?

When it comes to licensing, think the unthinkable. If you think you have seen it all, think again...Unless you have seen the Durex England Supporter World Cup Condoms. Durex actually created the specific condom brands for English, German, and Brazilian soccer fnas traveling to the 2006 World Cup. With this being said, is there a whole new market that exists in the United States that has yet to be tapped?

As licensing rights become more complicated (and fragmented), expect the unexpected when it comes to vendors looking to develop and produce new licensed products. While condoms may not be appropriate for the NBA, NFL, or MLB to place their logo onto, there will come a time and a place where an entity will look to take advantage of utilizing a similar means to drive awareness/sales, etc.

Everything from USB's/flash memory to binoculars to wine are now being identified as opportunities and labeled. Take advantage of using these unique branding opportunities to drive awareness and loyalty for your brand!

Six Tips for Reducing "Unsubscribers"

Are you looking for tips on how to reduce the number of people choosing to "Unsubscribe" from your organization's publications/promotional offers? Are you weighing the differences in consumer receptivity to periodic informational emails vs. sweepstakes offers?

In a recent MediaPost Email Insider column, Melinda Krueger (director of email marketing at OgilvyOne) provided six (6) tips to help organizations and brands reduce the number of "unsubscribes":

1. Provide value in the first place. So easy to say, so difficult to achieve, given the time and budget constraints faced by most email departments
2. Give opt-ins an option to "opt down" or receive less frequent email
3. Ask why the recipient is opting out and do something about frequent complaints
4. View your opt-out trends by campaign. At the end of the year, look at those campaigns with the highest opt-out rates and see which messages insipired the most drop-outs.
5. View your opt-out rates in relation to frequency. Did more frequent mailings have subscribers bailing out?
6. View your opt-outs by source. Did that co-reg campaign, sweepstakes, or fill-in-the-blank generate a lot of disinterested subscribers?

If all these suggestions fail, always consider building a loyalty system (which many professional organizations now offer), to induce consumers to be more receptive to periodic emails and other pieces of communication.

Are You Looking to Honor a Team Representative?

Are you looking for some measures to honor an owner or team representative?

The Columbus Blue Jackets are implementing some classy measurers  to honor the organization's late founder and majority owner, John H. McConnell during the 2008 season. The team is integrating a logo bearing the initials "JHM" that will be worn by the team players and used in a variety of in-game elements.

The JHM logo featured behind each creaseMembers of the Columbus Blue Jackets will wear a patch bearing the JHM logo on the front right shoulder of their home (blue) and away (white) jerseys throughout the season. The team will also feature the JHM logo on the ice behind each goal and on a pair of dasherboards at Nationwide Arena. 

To drive home messaging among the team's fan base, the Blue Jackets will distibute a commemorative "JHM" cap to all fans in attendance for the team's home opener against the Nashville Predators on October 17th, 2008. The team also established the John H. McConnell Scholarship Fund to give all Blue Jackets fans the opportunity to honor the late owner and give back to the community. The money raised will be used to award an annual scholarship to Central Ohio high school students who personify Mcconnell's character and leadership.  

Please check back for more updates on ways that the Blue Jackets will honor their late owner.

A special thanks to Josh Hafer of the Columbus Blue Jackets for his contributions to this column. For more information, please contact Josh at Jhafer@BlueJackets.com.

The Race That Will Change The World...

Nike will forever change the running landscape when it hosts the Nike+ Human Race 10K next Sunday, August 31st. The event, expected to attract millions of participants, will be the largest one-day running event in the world. The race is open to anyone, anywhere (have we ever seen an event that was open to the entire global population?) The Nike+ Human Race is set to take place in 25 cities around the world, including:

• Austin, Los Angeles, Chicago, New York, Vancouver, London, Madrid, Paris, Istanbul, Melbourne, Shanghai, and Sao Paulo

The Nike+ Human Race serves as Nike's way to celebrate runners and their sport. All consumers interested in partaking in the event can log in to www.nikeplus.com. Consumers who sign up for the Nike Human Race event online can have their results officially counted as part of the race by tracking their miles on their  Nike + iPod or Nike+ SportBand device and downloading the information to NikePlus.com.

Nike will complement the running events in each of the 25 cities with a live concert on race day that features some of the world's top musical artists.

To drive awareness and buzz for the event, Nike has created a great viral campaign that leverages its sports personalities. Check out the clip below:

Take Your Brand to Fans in the Parking Lots...

Are you looking for new ways to take your brands to the fans? Are you looking for ways to capitalize on the 2-3 hours of tailgating time prior to games?

Consider using promo bikes (or a similar method) to drive awareness for your brand on game day. Promo bikes (i.e. advertising bikes) are human powered vehicles fitted with a 120x180cm six sheet light-box. The vehicles, which have proved successful in London, Paris, Dubai, and Barcelona, are a great, transportable way to get your message out there...

Promo bikes are a cost-effective way to bring your message to thousands of consumers prior to a game when they are tailgating, etc. At 1/5th of the cost of a billboard, promo bikes provide closer POS opportunities, drive brand exposure in an impactful way, and are a nice complement to product trial and sampling efforts.

Promo bikes can be used at:

• Football games (tailgates at-venue, away from venue)
• NASCAR races (all weekend long while fans camp)
• Team parades
• Tennis events (through the tournament footprint)
• Basketball, Hockey, Baseball events (circling the stadium exterior and parking lots)

Check out a clip below of the promo bicycles in action.

Update on Saturday, August 9, 2008 at 05:11PM by Brian Gainor

Has Your Conference / Festival Gone "Green"?

Have you considered ways to make your conference, festival, or sponsorship summit more eco-friendly? Are you looking for new ways to promote green initiatives at your annual meetings?

The Mountain View Art & Wine Festival is embracing a number of green initiatives to help promote recycling and conservation at its event in Miramar on September 6-7. The festival is positioning free-standing containers throughout its event footprint for consumers to depost glass/plastic bottles and aluminum cans. In addition, event organizers are offering large recycling containers in a central area on-site for event staff, vendors, and sponsors to dispose recycable items (e.g. cardboard, mixed paper, glass, plastic, aluminum).

In addition, the Mountain View Art & Wine Festival is encouraging event attendees to use public transportation and bicycles as a mode of transportation. The festival is hoping that this tactic (along with offering valet parking for bicycle riders) will help reduce carbon emissions and vehicular traffic. Festival exhibits will promote organic, natural, healthy, and eco-friendly products (e.g. Solar Energy, Cascadian Farm, Clif Bar, Planet Organics, Icelandic Glacier Natural Spring Water, etc.)

These are some simple "green" measures that are often overlooked. When planning your next event, be sure to consider new ways to help conservation and recycling efforts! 

A special thanks to Dan Beeman of Sponsorship Insights for his contribution to this column.

ESPN Goes Guerrilla to Welcome Manny to LA...

When Manny Ramirez was traded to the Los Angeles Dodgers he was welcomed by many in Southern California... However, no one seemed to top the guerrilla campaign that ESPN executed in-market to welcome Manny to his new home.

ESPN called on its agency Ground Zero to litter every laundromat in the city of Los Angeles with one 'Lost Red Sock'. This is a very interesting guerrilla tactic that we have not seen ESPN implement in the past!