When it comes to In-Game Activation, Who is "Best in Class"?

Creativity drives innovation... Innovation drives creative thoughts. While marketers are continuously looking for innovative ways to integrate their brands through sport, three (3) companies are leading the charge. All three have used their brainpower to develop unique promotional tactics to drive home messaging and provide incentives to consumers.

I. Taco Bell

Taco Bell has lead the charge in developing in-game promotions around MLB Jewel Events to capture the thougts and taste buds of consumers. During the '04 World Series, the company became the first to place a 12x12 target in center field. If a home run hit the target, consumers across the nation could win a free Crunchy Beef taco (a simple pull strategy to Taco Bell retail locations). Taco Bell's strategy drove in-game, national, and global awareness with a surmountable number of awareness through World Series media coverage.

Taco Bell followed up its '04 initiative by offering a promotion entitled "Think Outside the Park", where consumers could win a free taco if a home run was hit over left center field during Game 3 of the 2006 World Series. Although no home runs were hit during the game, the promotion drew buzz across all channels.

In 2007, Taco Bell ran a "Steal a Base, Steal a Taco" promotion, that enabled fans to get a free taco from 2-5pm on October 30th after the Boston Red Sox's Jacoby Ellsbury stole a base. The initiative was supported with a Carlton Fisk media tour and online support. Taco Bell supported its '07 "Steal a Base, Steal a Taco" promotion with a "World Series Experience of a Lifetime" offer, a retail push strategy that offered consumers a chance to win two (2) tickets to every '07 World Series Game, $50,000, and on-field access during batting practice at each game... Promotional messaging was supported by online redemption (using codes redeemed through purchase of Baja Blast) and a Paul Molitor PSA... Taco Bell is a leader in in-game promotional activity; some of the most creative minds in the business...

II. Chick-fil-A

Chick-fil-A created the "Eat-Mor'Chikin" Poles in Houston, TX as part of their sponsorship of the Houston Astros. The in-game tactic features three cows wearing Astros hats, perched on the "Fowl Poles". Chick-fil-A activates this asset by rewarding all game attendees with free chicken sandwiches when a player on the home team hits a ball that touches either of the foul poles or any of the cows attached.

III. Citgo

Citgo created the most innovative in-game promotional asset of 2007 when it created the C-IT-GO gas pump at Miller Park in Milwaukee, WI. The 22-foot high Citgo pump in right center field celebrates home runs hit in the park by lighting up C-IT-GO and displaying the distance of every homer. The old-style gas pump features the company's classic logo and serves as a distinguishable feature within the park. Where was this asset during the McGwire/Sosa Chase? and Barry Bonds' home run tour? Will this be featured in the new Yankee Stadium as Alex Rodriguez looks to eclipse the HR mark?