Bring Signage to Life with an Element of Engagement...

Are you looking for new ways to engage consumers on-site, despite having limited resources? Are you looking for new ways to leverage in-venue signage?

As stadium clutter remains apoint of concern for corporate partners, sports marketers should consider new ways to engage fans using static stadium signage. The enclosed adidas ad (as featured in Japan) serves as an excellent benchmark for corporate partners looking tobring their static signage to life on game day.

By simply clipping/attaching a select number of VIP badges (5/50/100/1,000) to a static piece of signage located in the stadium concourse level, corporate partners can electrify excitement among fans. With a simple call to action (video board/LED messaging, PA, ticket stub, online mention prior to the game), sponsors can leverage their stadium signage to serve as a "stadium destination" where fans can hurry towin badges redeemable VIP experiences, exclusive merchandise and a variety of other prizes.

As an example, Coca-Cola could feature an announcement on the video board during halftime that directs fans to head toa select Coke-branded pillarfor the chance to win 1 of 100 VIP badges (that can be redeemed for: limited edition online music downloads, exclusive gameday experiences (e.g. ballboy, post-game party, floor seats), co-branded team gear, free Coca-Cola at games for the rest of the season, etc.).

Sponsors can build excitement throughout the season by rotating the location of their signage inventory in-venue (causing fans to go look for it prior to the game) and offering new prizes. With the advent of QR codes and RFID technology, corporate partners will soon be able to replace VIP badges with select barcodes thatscan to win prizes. These efforts will help corporate partners:

• Drive incremental value out of their existing inventory (turning bland stadium signage into venue destinations for fans - almost like a scavenger hunt)
• Reward fans (driving demand/interest through scarcity)
• Tie signage inventory to additional assets (hospitality, drive traffic to online destinations, etc.)

UPS Uses Airport Activation to Greet Beijing Olympics Travelers...

Are you looking for new ways to leverage partnerships off-site? Are you looking for new ways to resonate with consumers?

The United Postal Service (UPS) created a tremendous airport advertising campaignin airports across China in support of its status as the Official Logistics and Express Delivery Sponsor of the 2008 Beijing Olympics. Travelers picking up their belongings at baggage claim were met with an array of creative advertisements featuring UPS employees working in the heat of the moment at the Olympic games.

The campaign was designed to demonstrate the company's commitment to doing business in China, where it employees 4,500 persons in Shanghai, Beijing, and Guangzhou alone. The company devoted the majority of its Beijing Olympics assets and resources to penetrate the China marketplace.

Check out some of the creative ways UPS demonstrated its behind-the-scenes Olympics contributions and commitment to the citizens of China at airports across the country:

Right Guard Leverages Chris Paul to the Max...

Are you looking to benchmark ways to leverage an athlete endorser? Are you looking to create a new, captivating viral campaign?

Brands searching for ways to leverage athlete endorsers should look no further than Dial's Right Guard brand and its relationship with Hornets G Chris Paul. As the Official Deodorant of the NBA, Right Guard has done a tremendous job leveraging Paul as an athlete endorser to promote the company's association with the NBA.

Dial prominently features Chris Paul on Right Guard's product homepage among a variety of basketball-specific landing pages, including:

• Chris Paul Page - Features video profiles of Paul's activities off the court as well as factoids of his performance on the court
• NBA All-Star Game Promotions - Offers fans the chance to win a chance to play ball with Chris Paul and two of their friends (not to mention, win a trip to the NBA Finals) through the CP+3 Sweepstakes
• Video Vault - Features an assortment of viral features
• NBA Playground Page - Features interactive games soon to be unveiled

Right Guard recently launched a humorous, cost-effective viral campaign that should soon drive some buzz in the basketball world. The campaign, entitled "A Message from a Picture of Chris Paul", mirrors apopular skit once featured on the Conan O'Brien show. Check out some of the viral features below:

The United Scout Seats Experience at U.S. Cellular...

Are you looking to provide fans with an ultimate ballpark experience? Are you searching for ways to add detail to a sponsor's branded section at the ballpark?

Over the past few years, the Chicago White Sox and United Airlines have teamed up to offer fansthe chance to sit in the best seats in the house, the United Scout Seats.For the right price, White Sox fans can enjoy a memorable day at the ballpark, with a front row experience directly behind home plate at U.S. Cellular Field and a variety of first-class amenities, including:

• A private lounge for entertaining clients and guests
• Premium reserved parking outside of Gate 3
• A premium buffet in a private lounge with all beverages included
• Private access to the best seat locations in the park
• A full-service wait staff for food and beverages
• Comfortable, wide seats
• Invitations to exclusive White Sox events

Here is a quick, visual tour of the United Scout Seats experience:

Source: Berklieblog on Flickr.com

The Blue Jackets Kick Off Summer with OhioHealth...

Are you looking for ways to leverage corporate partners during the offseason? Are you looking for ways to incorporate the team mascot in sponsorship driven initiatives?

The Columbus Blue Jackets and OhioHealth Sports Medicine are teaming up this summer to create "Summer with Stinger", a series of vignettes that profile the team mascot's offseason activities. The video series demonstrates how sports organziations can offer new, valuable inventory for their corporate partners to capitalize on during the offseason.

The first video of the series, Stinger's Summer Workout, profiles the team's mascot in the weight room taking on a grueling workout. The piece subtly incorporates a few of the team's other partners (FSN Ohio, Gatorade), demonstrating how teams can use vignettes to provide added value for a multitude of partners. Check out Stinger's Summer Workout below:

A special thanks to Josh Hafer of the Columbus Blue Jackets for his insights and contributions to this column.

Twins Fans Can Win Free Ice Cream for a Year...

Are you looking for ways to engage fans seated in the upper deck? Are you looking for creative ways to leverage a partner who sells ice cream products?

The Minnesota Twins have teamed up with Blue Bunny ice cream and novelties to create The Blue Bunny Challenge, an in-game promotion offering Twins fans the chance to win a one year supply of ice cream.

At each Twins home game during the 2009 season, three (3) fans are given an attempt to throw a baseball from the upper deck into a giant inflatable Blue Bunny ice cream container blown up in deep right field. If their throw goes in, they win a years supply (12 coupons) of Blue Bunny ice cream! Check out the promotion in action:

In April of 2009, Blue Bunny signed a three-year agreement to become the Official Ice Cream of the Minnesota Twins organization. The company is supporting their partnership with in-venue signage, promotional opportunities, and the rights to create custom retail programs designed to stimulate sales.

In 2009, Blue Bunny teamed up with the Twins to offer"The Coolest Twins Fan Contest", where fans can submit photos that capture their passion for the Twins and Blue Bunny ice cream for the chance to win a custom designed freezer.

Blue Bunny is also the presenting sponsor of Sunday's Kids Day, where up to two (2) kids ages 14 and younger receive free Home Run Porch or Cheap Seats admission with the purchase of an adult ticket in the same section (Blue Bunny samples are distributed on-site for these games).

McDonald's Drives Business in Ohio with Sports...

Are you looking for new ways to advertise on team websites? Are you looking fpr new ways to leverage QSR partners?

McDonald's of Northeast Ohio is currently doing a tremendous job leveraging partnerships with the Cleveland Indians and the Cleveland Cavaliers to drive business at retail. The leading QSR chain is offering a collection of promotions designed to reward sports fans in the local marketplace and drive store traffic.

• Cleveland Indians
  • McDonald's is featuring a Big Mac Mondays promotion where fans can redeem their Big Mac top for a free Upper Deck ticket when they purchase a regularly priced one for eight (8) Monday night Cleveland Indians games. Fans can redeem their Big Mac top at the Progressive Field box office to capitalize on the offer
  • McDonald's is also distributing coupons at Gates A&C to stimulate post-game traffic
• Cleveland Cavaliers
  • McDonald's featured a Cavs McFamily Night during the 2008-09 season that offered Cavs fans the chance to purchase four (4) tickets and four (4) McDonald's meals for just $72. The tickets, located in the Loudville section at Quicken Loans Arena, are valued at $116 ($29 apiece). The offer was made available to fans for 15 games during the season.

McDonald's is currently featuring an eye-popping advertising campaign on the Cleveland Cavaliers team website. McDonald's created a "Go for 3" tab in the upper right hand corner of the site that folds down to reveal an offer that enables Cavs fans to purchase three (3) quarter pounder with cheese sandwiches for $5. The tab clicks through to the promotional site for the McDonald's of Northeast Ohio. Check out the advertising feature below:

SportClips Capitalizes on the Popularity of Von Hawks...

Are you looking for ways to leverage new corporate partners? Have you considered ways to capitalize on the styles of the athletes playing for your organization?

During the 2009 NBA playoffs, SportClips has found a unique way to capitalize on their partnership with the Houston Rockets. During the team's first round series against the Portland Trailblazers, SportsClips featured a 10x20 booth in the concourse giving free "Von Hawks", a hairstyle that Rockets G Von Wafer has made instantly popular in the Houston marketplace.

The 10x20 SportClips haircut booth drew plenty of interest among Rockets fans at the Toyota Center. As Wafer's popularity has blossomed as the Rockets' sixth man, so too has the popularity of the Von Hawk look.

Check out some pictures of the activation below:

Celtics Fans Flock to the Ford Pick-Up Window...

Are you looking for new ways to integrate corporate partners? Are you looking to leverage an automobile partner?

The Boston Celtics teamed up with a participating Ford retailer to create the Ford Pick-Up Window at the TD Banknorth Garden. The select window, featuring the front of a Ford F-150 jetting out of the wall, provides fans with an unforgettable ticketing experience. The window serves as a memorable in-venue destination for fans and team personnel to to pick up/drop off Ticketmaster, team, and internal ticket reservations.

The concept of the Celtics' "Ford Pick-Up Window" is similar in fashion to the Toyota Pickup Center created by the Memphis Grizzlies organization in 2008. Congrats to both organizations for devising new, creative ways to tie corporate partners into the gameday experience in a way that benefits fans!

Source: Flickr photo courtesy of Aviad T

Sony Branding Makes Soccer Field Look Like a TV...

Are you looking for new ways to leverage electronics providers? Are you looking for new guerrilla branding strategies?

Sony recently unveiled one of the industry's most unique branding strategies to date. The electronics provider is leveraging a partnership with the Estadio Monumental Banco Pichincha Stadium in Ecuador to make the venue's soccer pitch look like a television. The stadium, home to the Barcelona Sporting Club, features a black wrap around the sidelines with Sony branding.

The photo below captures Sony's branding tactic below at the second largest stadium in South America (with a seating capacity of 89,930):