Sponsorship Review... Miller Park

Sponsorship Review: Milwaukee Brewers, Miller Park

Milwaukee Brewers vs. Cincinnati Reds (4.8.2008 – 7:00pm)

The Top 10 Takeaways

1. The three (3) best sponsorship activation tactics at Miller Park were all nontraditional. Capitalize on interactive, engaging areas/elements of the fan experience

• CITGO – CITGO features a CITGO meter that lights up “C-IT-GO” every time that a homerun is hit. The unique signage piece (which looks like a gas pump) then lights up CITGO METER (insert player name) (insert HR distance) and then lists the number of home runs hit on the season. This is a great non-traditional branding piece… However, CITGO could make it more interactive by detailing promotions/interactive offers across the screen during innings.
• Topps – Topps brands the Brewer’s player profiles on the video boards during the game (making the player appear to be on a card). This was a great branding piece that I had not seen before in the stadium experience.
• Klement’s – Klement’s features the infamous Sausage Race, which brings the crowd to its feet in the middle of the 6^th inning. The on-field promotion is clearly one of the best (if not best) reasons to come to the ballpark… Can you imagine creating a promotion that serves as a better reason for fans to go to the ballpark to see than the actual game? The Sausage Race is great but here are a few thoughts:
  • All fans are so focused on the actual race - which has minor Klement’s branding elements in the actual race – that all supporting Klement’s signage (LF LED, LED Ribbon) can easily be unnoticed or ignored. Klement’s could avoid this by adding another character (a boy or fat Milwaukeean named Klement’s, who races against the five characters… Hopefully this would drive the Klement’s name a little more…
    • The character names are “Hot Dog”, “Brat”, “Chorito”, etc

2. Properties and Teams need to collaborate to create LED that features a simple message with lettering that contrasts a bold background. From a fan’s viewpoint, keep messaging simple, yet relevant and understandable. Miller Park "best practices" included:

• Miller High Life
  • Miller High Life’s LED had a bright yellow background with a strong contrasting black lettering. The LED’s messaging was: "Miller High Life The Champagne of Beers Since 1903"
  • Chevron
    • Chevron’s LED signage featured the messaging “Chevron. Go Brewers. There at Every Turn. The simplistic message was in bold white lettering that strongly contrasted the blue LED background.
  • US Cellular
    • U.S. Cellular featured a repetitive white corporate logo with a strong contrast to its bold blue background.

3. Old LED/Rotational Signage is Bad Signage – Make Parties Aware If You Are Selling The Old Stuff

• Miller Park features dated rotational signage in right field (characteristics include: thick black separation between panels, faded image). The dated signage stood out in comparison with the fresh look of relative signage in surrounding areas (notably: EnginesMatter.com)

4. Provide Promotional Winners with Prizes/Rewards of High Perceived Value

• Time Warner ran a video board trivia promotion that rewarded a fan with one (1) month of free Internet service. For something that basically costs Time Warner Cable nothing, why not provide the fan with free Internet service for a year? Or reward the fan with a unique cable/digital element that is Brewers related? I don’t think the hassle of switching your online provider is worth “one free month of online service”…

5. If you are going to use signage to drive web traffic (i.e. WhyTundra.com, WisconsinDrivesChevy.com), make it intriguing and appealing to the average fan attending the game

• Drive web traffic with a promotional item (i.e. create a signage piece that reads “Free XXXX Bobblehead” along with the website name as opposed to giving out free promotional items at the game. Customize signage pieces to the property… Unless a fan was extremely interested/curious about a Tundra or was in the middle of the automobile buying process, why would he/she ever remember to look up WhyTundra.com? Why would someone care? Where is the relevance?... The thought starter idea is there (using signage to drive web traffic) – the piece just needs an element to draw interest through relevance

There is an opportunity to create value out of every area of the stadium

• The Brewers sold the heck out of bathroom advertising signage (while entering, in the main sink area, over the urinals, etc.) – almost to a point where it was too much… However, this shows teams are looking for every square inch of space possible to sell inventory. However, look to sell branding that is unique and well integrated (i.e. selling Urinal signage to companies trying to deter drunk driving (urinal game) and/or newspaper companies, etc.

7. In the majority of professional stadium environments, there is no such thing as exclusivity anymore… Yes, you may have category exclusivity, but when 60+ brands are trying to push their messaging to fans in attendance, it is easy to get lost amongst the clutter

• Miller was the only brand that stood out in terms of exclusivity (whereas if a fan left the park, they would know that Miller was an Exclusive partner)
• Three automobile companies featured messaging during the game
  • Mercedes-Benz (Mercedes-Benz Field Haus, LED)
  • Toyota (WhyTundra.com)
  • Chevrolet (ownership of the in-game pitching change); PT Cruiser PA integration with the Valvoline Instant Oil Change promotion

8. Miller Park features a very unique tailgate party scene in huge parking lots outside of the stadium… Why aren’t there any sponsors targeting these individuals pre-game? This would be a great atmosphere for hot dog/brat/beer/grill companies and sporting goods retailers to do some guerilla marketing

9. When sponsoring an organization, know the exact fan demographic profiles and customize your messaging to fit this segment (this is more difficult for some organizations than others)

• White/Caucasian Brewers fans index at 1470 (92.3%)… Not to mention that the majority of them look like they complement their game experience by eating three brats, drink three beers, and devour a thing of cheese curds before the night is over. Miller Park offers the perfect stadium environment to have an “All-You-Can-Eat” section

10. Music is one of the most underutilized elements of the stadium experience. So often, music captures the attention of fans (signaling pitching changes, breaks in the game, stirring up fan excitement, player introductions), yet there really was no corporate integration here (outside of the US Cellular Ringtone of the game)…

• Why not tie corporate partners into the music played (i.e. “The Right Stuff” tie-in with Rite Aid; the music complemented with video board/interactive LED messaging)

Corporate Branding in Miller Park (From the Fan’s Viewpoint)

Promotions / Interactive Elements

Klement's Sausage Race (supported with left video board branding, LED Ribbon Board, etc.) - Occurs during the middle of the sixth (6th) inning Grade: A Notes: The Sausage Race is a stand-alone promotion; one of the best in-game features in all of sports…However, Klement’s needs to develop more direct measures to ensure that fans know that the feature is “Klement’s Sausage Race” and not “The Sausage Race”…

Midwest Airlines "Best Care Seats" - Two (2) lucky fans were awarded with premium seats; Midwest Airlines then gave their "signature cookies" to a randomly selected row in the stadium Grade: C Notes: Midwest Airlines did not come up with any out-of-the-box ideas here, but having back-to-back features (Best Care Seats and Lucky Cookie Row) accounted for a good amount of visibility early… However early is the key word here – these promotions, which took place in the early innings, were easily forgettable by the end of the game (Midwest Airlines had no signage/elements to support). Why doesn’t Midwest Airlines do something that analogizes a Home Run “Flight Time” or use a Midwest Airlines plane to drop coupons in the crowd, etc… Leaving the stadium, I didn’t know anything more about Midwest Airlines’ service, price, flight patterns, website, etc. outside of the fact that they offer cookies…

Valvoline Instant Oil Change (A Video Board Promotion that rewarded a fan driving a PT Cruiser Pre-Game with a Free Oil Change) Grade: B Notes: Valvoline’s Instant Oil Change video board (which was a parking lot feature) instantly puts the fans minds back in the parking lot (thinking about their car in the lot, driving home, etc.) so it was a great awareness driver… However, the details of how the winner was selected and the prize at hand, made it difficult to get excited about this promotion… How many people would go home and tell their friends that they saw a guy win a Free Oil Change? How about “Free Oil Changes for a Year?”… The promotion lacks some excitement that will keep them looking forward to it the next time they return to the ballpark…

Valvoline Junior Announcer – Valvoline featured a young child announcing player names during an inning Grade: D Notes: This in-game feature was shown immediately on the video board after the Oil Change Promotion… This “feel good” element with a distracting young child reading players names makes fans in-stadium quickly forget that the company just gave away a free oil change… Maybe it was a bad selected contestant, but this feature was more annoying than intriguing in every possible way.

Miller Lite Party Section (approx. 2nd or 3rd inning - Miller gave out balloons and fun party items to one select section) Grade: B Notes: The Miller Lite Party section was your typical “Fun Fan Section”, where the Brew Crew distributed balloons and some other items… There were no ties to Miller Lite and its difficult to see the correlation between Miller’s target consumer (Males 21-29) and the initiative they ran that seemed more family oriented (although it supports an enhancement of the fan experience at Miller Park

Road Runner Triple Play Trivia (winner received one free month of Internet service) Grade: F Notes: Time Warner ran a trivia question promotion that had no real tie-in to their services (cable, digital) and rewarded the contestant with one (1) free month of Internet service (which lacks a high perceived value)… Time Warner has a number of unique ways they can leverage their offerings, yet they came up very short on this one. Why not drive fans online with a unique promotion, offer, and/or select Brewer channel offerings?

Palmoro Pizza Toss - The contestant held a pizza on the field level and had to try to catch falling fake pizza's from the mascot standing high above on the slide Grade: B Notes: The foundation of Palmoro’s promotion is excellent: a child tries to catch falling pizza’s with one large pizza… Unfortunately this promotion took place in deep left center field (to integrate the mascot), which made it very difficult for 80% of the fans in the stadium to see outside of what was shown on the video board. Palmoro is on to something great here, they just need to look to expand the impact and visibility of the promotion

Valvoline Gameday Promotion - The first 20,000 fans entering the stadium received an exclusive coupon Grade: C Notes: Valvoline had a standard giveaway promotion for the first 20,000 fans entering the stadium… However, the in-game messaging for the promotion was not specific at all (messaging: “an exclusive coupon”). There could have been better in-game messaging to support and drive awareness of the promotion

Wisconsin Lottery "Guess the Attendance" – This was a video board feature that asked fans to guess the number of fans in attendance (your typical attendance promotion) – Grade C Notes: There really wasn’t a great tie-in to the Wisconsin Lottery outside of the fact that people were picking numbers… The fan did not reward the crowd or any selected contestants for guessing correctly… Why doesn’t the Lottery feature a vignette on the video board with five balls (resembling Power Ball) and reward a person with an exclusive prize based on spinning balls (the first three numbers represent the section #, the fourth ball represents the row, and the fifth ball represents the individual seat)… The Wisconsin Lottery could team up with Midwest Airlines to offer the lucky contestant a free away trip with the team

Briggs & Stratton Trivia Question (Beginning of the 6th Inning) – This was your standard trivia question… A dry feature; I couldn’t tell you what the question even asked… Grade D Notes: There can only be so many trivia question features in one game… I hope they received a discount on this… What is Briggs & Stratton? How does a trivia question enhance my thoughts of this company outside of the fact that I now know they exist? Hopefully driving brand awareness was their only objective with this promotion…

U.S. Cellular "Guess the Ringtone" and Win a Trip to Spring Training – Grade B Notes: This is your standard ringtone feature, which I would have graded a C, however, U.S. Cellular did a great job capturing fan attention by promoting the fact that the winner would have a chance to win a trip with the team to Spring Training (a VIP experience that fans cannot buy)… This moved it up a notch.

Potowami Crazy Cap Shuffle – The winner of the promotion won a dinner for three (3) at the Potowami Casino Resort if they correctly guessed which hat the item was under – Grade: B This promotion was an effective awareness driver for Potowami's casino-related services (restaurants, etc.). Potowami did a great job weaving this in to offer a nice reward.

Other In-Game Messaging / Branding

• The Milwaukee Brewers / Boys & Girls Club collaborated with the Milwaukee Brewers to co-brand an eighth inning video board vignette (featuring Prince Fielder, who no longer speaks with his father, Cecil)
• Fisher Nuts 7th Inning Stretch Video Board Branding
• Bell Ambulance - video board messaging: If it doesn't say Bell on the side, you've been taken for a ride")
• We Energies - video board advertising
• AAA Wisconsin - video board messaging: offering details on towing, etc.
• BP Field Toss
• Chevrolet Impala Pitching Change - featured a car driving from one end of the warning track to the other with a simultaneous PA read)
• Johnson Controls "Field Touch Up" - When the field crew goes out to repair the field during innings (crew looked like they were wearing branded gear... But from a general consumer's point of view, what is Johnson Controls? Shouldn't they be explaining their story? Who they are? What services/products do they offer?
• Wisconsin Lottery PowerBall Home Run Leaders of the Game

Upcoming Promotions

• 5 County 5 Day Celebration (April 23-27) - Fans from the five select counties can receive half-price tickets and $1 Uecker tickets
• Miller High Life $6 Tickets Day
• Half Price Tickets Day

Ribbon Board LED Signage (4'Hx1,000'L)

• Palmero's
• Miller Genuine Draft
• Time Warner (High Speed Internet)
• Chevron
• Miller Lite
• McDonalds (messaging: Fresh Brewed Tea, Quarter Pounder with Cheese, "I'm Lovin It" messaging , and an interactive Nuggets Display)
• Valvoline (messaging: Get an oil change every 3,000 miles)
• US Cellular
• Mercedes-Benz C-Class (also included "The Sport and Luxury Sedan" messaging)
• Friday's Sports Grill (also included messaging "Open Year Round")
• Brewers Player Profiles every Friday in the Milwaukee Journal Sentinel presented by Miller Lite (the journal website was listed on the LED but way too small)
• Miller Lite (messaging was: "Miller Lite and Brewers Baseball. There's nothing like it".)
• BP (Blue LED promoting Invigorate, BP's new gasoline - "Helps cars run younger for longer") - supported the BP T-Shirt Toss

Branded Stadium Sections

• Mercedes-Benz Field Haus
• Mountain Dew Deck
• Miller Beer Pen
• Metavante Club Level
• Gehl Club - Great in-stadium branding but what is Gehl? How does Gehl support this club level outside 3rd base line signage?
• Friday's Front Row Sports Grill

Upper Outfield Signage (Includes Video Board)

• Miller High Life (6'x20')
• True Green (6'x20')
• Briggs & Stratton
• US Cellular
• Time Warner
• M&I Bank
• Johnson Controls (messaging: Another team that makes this stadium come to life")
• JobNoggin.com
• Pepsi
• Brewers.com (messaging: "Where baseball is always on")
  Milwaukee Wisconsin Journal Sentinel
• Associate Bank
• TCW Funds
• Miller Light
• 620 WTMF
• Froedert Medical
• College of Wisconsin
• Waste Management

Lower Outfield Signage (Warning Track Signage and Lower Outfield Signage)

• University of Wisconsin-Milwaukee
• Mercedes-Benz (40'x7')
• WhyTundra.Com
• Kohl's
• Midwest Airlines
• FSN Wisconsin
• WisconsinDrivesChevy.com
• American Family Insurance
• West Bend The Silver Lining (an Interactive Video Board - 130'x7') - an amazing interactive LED video board with a commercial customized to fit the signage dimensions... However, the same commercial ran throughout the game and repetition turned into annoyance... adding another commercial or two (2) would make this signage an incredible branding piece for West Bend - However, I left the game with no clue and no drive to know more about West Bend The Silver Lining...
• Kawatomi (20'x7') - (messaging: Bingo. Casino)

Right Field Rotational Signage (60'x3')

• Palmero's
• EnginesMatter.com
• Guardian Credit Union
• ATC (Included the Messaging, "Helping to Keep the Lights On"
• JobNoggin.com / Monster
• Miller High Life

3rd Base Line (35'x3')

• Miller Lite
• Gehl
• XXXXX The Official Chicken of the Brewers (The name wasn’t readable)
• American Family Insurance
• Toyota
• Nestle Drumstick
• Sports Authority
• JobNoggin.com
• Quench Gum (Tarp Signage along the 3rd Base Line)

Other Signage

• CITGO Meter - Right-Center Field
• Northwestern Mutual (Clock Signage)
• Valvoline Instant Oil Change (Behind the Plate, Upper Level Signage)
• Canon (Gordon Flesch Company) (Behind the Plate, Upper Level Signage)
• Emerald - Available at Pick & Save (Field Level by the Visiting Team Batter Box along the net)
• T65 WYTV - Behind the Plate, Mid Level Signage
• Topps - Branded Player Profiles on the Video Board
• Kohls - Concourse Pole Banners
• New Era - Dugout Branding
• Pizza Hut - Home Plate Advantage
• Aquafina (Branded slide for Bernie's Dugout)
• POW MIA (upper left field signage)

Non-Branded Game Elements

• Milwaukee Brewers Birthday Wishes... Which seemed to be constant through the first 3-4 innings
• Milwaukee Brewers Crowd Enhancement Elements (Brewers - Awesome!, Get Loud, Go Brewers Go, Here We Go, We Will Rock You, Charge!)

Unique Elements of the Miller Park Experience (Built in 2001)

1. The Sausage Race
2. Normal Wave... Turns Into Slow Wave...Turns into Extremely Fast Wave...
3. "Shout" by Tears for Fears was played during a late inning pitching change (I had never heard this at a game and liked it)
4. Bernie the mascot stays perched on the slide away from fans ALL game
5. CITGO Meter
6. Brats, Cheese Curds, "Secret Sauce", Miller Chill sold at the games, an easy place to rack up an $80 tab (or in our case, $79.75) in one concessions order
7. $8 general parking (not a stone's throw from the ballpark), $15 premium parking (which should be general parking)
8. The "Beer Barrel Polka" (which no one seems to know) immediately follows the singing of “Take Me Out to the Ballgame” during the 7th Inning Stretch
9. The size of the stadium is amazing... It rivals that of the Arizona Diamondback's Chase Field
10. A thunderous retractable roof