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:

Reebok Uses an Athlete-Operated Mechanical Bull to Generate Buzz at the Super Bowl

Reebok leveraged its designation as the NFL's Official Apparel Supplier at Super Bowl XLV with an outstanding 50'x100' hospitality space designed to host media members, VIP's, clients, partners, and friends of the brand. Reebok teamed up with Synergy Events to create the interactive area and host a star-studded media event on the Friday prior to the Super Bowl.

Reebok called on its newest spokesperson, Erin Andrews, and nine-time World Champion rodeo athlete Ty Murray to host a Cowboy Up! media event that featured Reebok athletes Peyton and Eli Manning, Chad Ochocinco, DeMarcus Ware, and Randy Couture operating a mechanical bull by swinging training ropes and running on treadmills. The players were encouraged to swing ropes and run on treadmills as quickly as possible to make the bull buck harder, thereby throwing Randy Couture to the mat. 

The activation space created a terrific PR event for the brand and successfully engaged media members and important stakeholders throughout Super Bowl weekend.

Check out a clip detailing Reebok's Super Bowl activation tactics below:

Take Fans Behind-the-Scenes to See Players Using Your Products

Brands looking for new ways to drive excitement for their products amongst sports fans should work with players, agents, teams, and leagues to create videos that literally show players using their product. While it's easy for some category partners (apparel, footwear, etc.) to showcase athletes actually wearing and using their gear, others need to go to further lengths to show players in an authentic light with their products in-hand.

The locker room video below shows LeBron James distributing a box of his new headphones, Miami Heat Beats by Dre, to all of his teammates as a token of his appreciation. The video is terrific because it literally shows all of the players as they receive their new set of headphones and is very authentic. Realizing that LeBron, Wade, Bosh, and the entire team wear these headphones will make Heat fans across the globe who see the viral piece want to go out and purchase a set.

Behind-the-scenes videos showcasing players using products (whether in real-time or a staged viral setting) can serve as a very effective play for locker room products, electronics, jewelry partners, magazines/books, etc.).

Check out the video below for an inside look: 

Nationwide Teams Up with the Bengals to Let Fans Growl

Nationwide Insurance, the Exclusive Insurance Provider of the Cincinnati Bengals, is leveraging its team partnership with an innovative promotion designed to engage the Bengals fanbase. The initiative, entitled the "World's Greatest Growl in the World", allows fans to perform a :30 karaoke version of the Bengals touchdown song for the chance to be featured on the Bengals website and an ultimate Grand Prize of $25,000.

Each week, fans who submit videos can win co-branded items, tickets, and autographed merchandise for participating and the ten (10) best entries will be featured on Bengals.com/Nationwide. Fans can then log in and vote daily for their favorite performance among the entries submitted (thus, both performers and voters become active leads for Nationwide). Fans who submit their favorite clips even have the ability to share them with family and friends via email.

Nationwide's "The World's Greatest Growl in the World" promotion has been extremely well received by Bengals fans thus far. Fans loved performing :30 karaoke versions at the Bengals home opener and traffic to the website has been very active in the early weeks of the promotion. Nationwide will also be leveraging its partnership with the Bengals by offering free ferry rides to Bengals games for all fans on a co-branded ferry (another great idea!).

The Bengals feature a collection of fan videos on Bengals.com/Nationwide. There are some classic performances that are worth checking out!

Bring Game Day Experiences to Life With 3D Photo Walls

Sports organizations looking to feature new entertainment options for fans on game day should consider investing in 3D photo walls. These fixtures provide great game day photo opportunities for fans and serve as a means to drive awareness for corporate sponsors.

While 3D photo walls are relatively uncommon in the United States marketplace, they are becoming a well recognized activation piece in global markets. In the United Kingdom, Global Games Sports has emerged as an industry leader producing the 3D photo wall fixtures. The company produces fixtures standing 6-7 feet high that are made of resign and fiber glass. These display pieces run approximately 2,000 euros but are very durable and can be customized to the exact specifications required by teams, sponsors, athletes, and fans.

3D photo walls can serve as a great, engaging way for sponsors to drive team affiliation awareness (via backdrops, props, adjoining signage, etc.) and awareness for jersey sponsorships.

Check out a few examples below: 

 

 

10 Ways to Leverage Sharpie as a Corporate Partner

Are you looking for new ways to leverage Sharpie as a corporate partner? Are you looking for new ways to provide fans a medium to have a voice?

Check out ten (10) ways to leverage Sharpie below: 

I. Sharpie Sign Creation Stations

II. Fan Message Board / Signature Walls

III. Video Board Feature Detailing the Art of an Autograph

IV. Player/Legend Autograph Appearances

V. Autographed Game Day Magazine Promotional Offer (via Jumbotron/PA)

VI. Interactive Digital Autograph Display

Teams can feature an interactive display in the concourse/OOH destinations where fans can practice their autograph on a basketball/football/tennis ball using a digital Sharpie pen

VII. Giant Autograph Inflatables

 

VIII. Personalized Photo Autographs via Email

 Click here for more information.

IX. Autograph Ball Display

X. In-Venue Autograph Booth

      

The Mallards Introduce the Coors Light ICE ROW

Are you looking for new ways to leverage the first couple rows of seats at your venue? Are you looking for ways to promote MillerCoors' products?

The Quad City Mallards of the IHL recently unveiled a partnership with Coors Light and Euclid Beverage that is highlighted by a unique branding concept. The team has created a Coors Light ICE ROW that enables fans seated in the front row closest to the ice to experience a number of exclusive opportunities.

Thirty minutes prior to the walk up general admission, fans seated in the ICE ROW will be provided access to the Mallards locker room and hockey operations prior to the game. This will enable them to have plenty of time to enjoy the coach's comments to his team and fully experience the Mallards' behind-the-scenes experience.

The Mallards are also complementing the deal by creating four "Coors Light Corners" on their rink at the i Wireless Center. Coors Light logos will be displayed on the ice in each of the four corners for all fans to see (and hear on radio broadcasts).   

Falcons Fans Enjoy Benefits with State Farm...

Are you looking for new ways to leverage insurance providers? Are you looking for new ways to provide fans direct benefits prior to the game?

The Atlanta Falcons are teaming up with State Farm Insurance in 2009 to provide the team's fanbase some exclusive privileges. During the upcoming season, Falcons fans that are also State Farm customers can show their State Farm policy card on-site for the opportunity to only have to pay $10 to park in the State Farm Lot prior to games (normally, pricing for parking is $20+).

The Lot, located directly across from Gate B of the Georgia Dome, is available to fans on a first-come, first-serve basis, with parking not available for sale in the days/weeks leading up to the game. The concept of the State Farm Lot is tremendous because it is just another example of how teams and corporate partners are working harder than ever to provide new, exclusive benefits for fans.